Social Media Conference

21 March 2012

www.charitycomms.org.uk

#CCsocmed

Creating & Sharing Video

March 2012

© Base79 2011

Brief

Video is one of the most popular and compelling formats on the web. It is also given extra weight in some search engines and social networking sites. This session will explore some simple methods for creating and sharing video content through social media, plus show you how film clips can help you spread your messages and drive traffic to your site.

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Overview

� Base79?� Stats about video (and YouTube)� Video advertising examples� Content examples:

� Ranging in production cost� Ranging in success

� How to drive awareness and create successful online video

� How to use video to drive awareness of other products and services

� The shape of things to come…

“… more than half of computers are no longer computers…”

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Base79 Core Expertise

Advertising sales team to optimise monetisation

Operations team managing platform growth

- Active Rights Management (ARM) strategy and tools to police, control and capitalise on unauthorised content use on YouTube

Technology to drive out economies of scale

- New and emerging platforms: online, connected device, tablet and mobile platforms

- Base79 ‘Trinity’ system for analysis and real-time insights reporting from multiple consumption points

Business development creating routes to market

- Platform prioritised distribution strategy across all consumption platforms and locations

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Base79 represents the video portfolios for leading content producers in TV, Sport, Music, and Original Web Ent ertainment

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adults watch video online in the UK

17.4 million

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5.6 million

10 xincrease in consumption of BBC iPlayercontent on connected TVs since June 2010

connected TV’s in the UK by end of the year

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Global YouTube Stats

• YouTube now accounts for approximately 50% of online video viewing

• 60 hours of video are uploaded every minute

• Over 4 billion videos are viewed a day

• Over 800 million unique users visit YouTube each month

• Over 3 billion hours of video are watched each month on YouTube

• YouTube is localized in 39 countries and across 54 languages

• YouTube now have 30,000+ partners from 27 countries around the world

• Hundreds of YouTube partners are making six figures a year

• YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011

• 100 million people take a social action on YouTube (likes, shares, comments, etc.) every week

• 500 years of YouTube video are watched every day on Facebook

• An auto-shared tweet results in 6 new youtube.com sessions on average and we see more than 500

tweets per minute containing a YouTube link

• More than 50% of videos on YouTube have been rated or include comments from the community

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Video On-demand Consumption (VOD) is ubiquitous

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Video ads are outperforming all other ad formats

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Advertising Examples; SBTV & Playstation Vita

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Ministry Of Sound & Nokia / O2

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Sponsorship Of Comedy Channels – Horrible Bosses

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Video content examples #1 The Production Experts….

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Ave. Cost = £5000 - £10,000+

Ave. Revenues = Zero - £1000

Ave. Viewing = under 250k

Ave. Cost = £5000 - £10,000+

Ave. Revenues = Zero - £1000

Ave. Viewing = under 250k

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Video content example #2….The YouTube Experts

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Ave. Cost = £0 - £300

Ave. Revenues = £500 - £1000

Ave. Viewing = 1M

Ave. Cost = £0 - £300

Ave. Revenues = £500 - £1000

Ave. Viewing = 1M

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Video content example #3….The best of both worlds

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Ave. Cost = £300 - £500

Ave. Revenues = £2000+

Ave. Viewing = 500k

Ave. Cost = £300 - £500

Ave. Revenues = £2000+

Ave. Viewing = 500k

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Driving Awareness…�Create Compelling Content

• The first thing the viewer sees should be compelling, whether it is the personality or the content of the video.

• Personalities should address/welcome the audience, ask a question, spark the viewer�s curiosity, tease the rest of the video.

• Use a �teaser� for the content of the video; start with a quick clip of what�s to come later in the video.

• Most viral videos are between 1min and 3mins. All video’s should be over one minute in length, to enable premium advertising units.

The First 15 Seconds is the most important!The First 15 Seconds is the most important!

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�Design an appropriate uploading strategy

• Strategy: Release content frequently and on a recurring schedule. Contextualise core messages around trending topics.

• Why It Works: Frequency of uploads affects YT’s algorithm. To build an audience, “a consistent audience requires consistent content.”

• How To Do It: Find the right release day for your audience. Maximize the quantity content gained from production budget.

• Upload and make public on the same day. Don’t leave a video private or unlisted for days, as the video will return lower in search returns.

A good level to aim for is a minimum of one video per weekA good level to aim for is a minimum of one video per week

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�Utilise M etadata & SEO

Title•Keywords first•Branding at end•Compelling

Description•Most compelling info first•Include keywords, social and URL links•Show description, helpful information•Include a list of Tags

Tags•Mix of common & specific •Ordering•Variations and plentiful•Use quotes for phrases: “harry potter”

Create �Standard Keywords,��Keyword Tagline� and �Standard Channel

Links�

Create �Standard Keywords,��Keyword Tagline� and �Standard Channel

Links�

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�Utilise Thumbnails

• Youtube give you an option of three automatically selected thumbnails.

• It’s best practice to upload your own thumbnail to represent the clip.

• You can include branding on your thumbnails to help viewers identify official videos.

Make sure to upload high-resolution thumbnailsMake sure to upload high-resolution thumbnails

• Thumbnails are important for search, related video traffic, and channel page optimization. This visual snapshot of your video is vital to drawing attention to your content.

• one of the most important optimizations for attracting views on the platform.

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�Utilise M onetisation

• After uploading and claiming a video you will need to select all ad units except ‘this video contains a paid product placement’ .

• When clicking ‘allow in stream advertising for this video’ three more options will open up, select all three.

• Premium pre-rolls advertising will begin to appear on your videos.

• Youtube operates a pre-roll frequency cap limiting one pre-roll every 7 minutes for clips.

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�Drive Extra Views with Call to Actions

Subscribe•Critical to grow subscriber base, so videos launch with an audience from the start.•Videos should have a CTA for the viewer to subscribe to your channel.

•Give them reasons to subscribe: more great videos every week, never miss an episode, etc…

Comments•Important for ranking in search, viewer interaction, and knowing your audience.

•Ask your viewers to leave a comment on the video. •Asking a specific question or an �A vs. B� prompt will increase your comments. Focus the interest/ actions of the viewer and simplify what they need to do.

Like / Share•Positive Video Actions from your viewers will improve your videos� ranking in the algorithm.

•Ask viewers to Like, Favorite or Share the video by talking to camera or using annotations.•�Likes� and �favorites� increase your video�s ranking in search and get broadcast out to the viewer�s YouTube friends, which draws new viewers to your video.•Viewers sharing your video on social media sites such as Facebook and Twitter broadcast your video to all their friends and followers.

Use Playlists to relate similar videos and increase viewingUse Playlists to relate similar videos and increase viewing

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�Promotion and Social Media Networks

• Utilise likeminded content producers by joining a network of similar channels to help drive viewing and subscribers.

• Build an audience on YouTube, Twitter & Facebook • Ensure Social Media pages are populated to drive awareness to

new videos (through API or other means).• Encourage your audience to share the videos with each other.• Track sharing success with URL services like bit.ly• The timing of your messages is key…it’s easy to get lost in all the

social noise.• Use high profile supporters/ ambassadors to Tweet and share

videos…

Use YouTube ‘Playlists’ to relate similar videos and increase viewing to

your channels

Use YouTube ‘Playlists’ to relate similar videos and increase viewing to

your channels

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Emerging 3rd Party

Video Platforms

Owned & Operated Platforms

Base79 is now working proactively with partners to help prioritise the environments that yield the highest returns from co ntent

Partnership Development

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ContentProducer

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Introduce Pay Models Into Your Online Video Strateg y

Va lue of i nt erac ti on i nc re as es a s you mov e down the f unne l

Typically lose 90% of audience at

each transition point or barrier

Good product and UX design is key in

reducing ‘friction’ at the transition points

Good “free”

offering attracts

audience of scale

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Closing example…all the right calls to action.

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Applications – link to landing pages of apps and website

DVD – links to Amazon / iTunes

Social Curation – links to Twitter & FB

Applications – link to landing pages of apps and website

DVD – links to Amazon / iTunes

Social Curation – links to Twitter & FB

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