from start to finish designing for engagement in a...

Google Confidential and ProprietaryINTERNAL ONLY | August 2013

Designing for engagement in a MOOCFrom start to finish

Google | YouTube

Cammy Huang

user first

Engagement strategyVideo

- Hey guys, do you know your audience?- Is it conversational and shareable?- Get users excited and active!

Community learning activities- Make it personal and relevant- Is there an action that can be measured?- Guide discussion topics for feedback

User feedback- Stay top of mind with reminders- Show progress and accomplishment- Connect with direct performance

metrics

Your thumbnailDoes it tell a compelling story?● What’s the story you want your

thumbnail to convey?● Upload the thumbnails with no title

or description - ask for input on what your video is about based just on your thumbnail.

● Did the community think the same?● What will you adjust?

show not tell

YouTube analyticsHook your viewers and keep them watching

Google analyticsSegment your data and see what engages your audience most

Custom dashboardsTrack impact against business metrics

Analyze engagementBy intentBy industryBy goals

By courseBy lesson

By asset type (video, text, activity, quiz)

Recipe for success● Identify your sweet spot● Identify KPIs● Measure growth across time

Best practices

Measuresuccess

Make contentrelevant

Connect | Community | Curate | Create

"Inspiration is key in my following people and I want to inspire people."

PersonalizeKnow your users

"I got this email about the Academy - took a survey and you gave me a course that was exactly what I needed!"

Resources

youtube.com/creatoracademy

youtube.com/yt/creators/great-content.html

youtube.com/yt/creators/analytics-series.html

Gen C

cammyhuang@google.com