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YouTubeMarke,ng:HowtoBuildaContentStrategyforaBrandChannel1,619,707views1dayago
Makeyourbusinessstandoutfromthecompe>>onwithvideomarke>ng!Learnhowtocreatequalitycontentforyourbrand’sYouTubechannelandbuildanalways-onprogrammingstrategy.FollowourguidelinesandturnyourYouTubechannelintoapowerfulmarke>ngtool,buildanengagedcommunityofsubscribers/advocatesanddriveonlineandofflinesales.Discovermorevideomarke>ngopportuni>eshere:hMp://www.synergie-prod.com
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Table of Contents
YouTubeMarke,ng:HowtoBuildaContentStrategyforaBrandChannelSynergieProduc>ons•6videos•1,619,707views•LastupdatedonMarch16,2016
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KeyYouTubeDatas&Sta,s,cs2015/2016bySynergieProduc>ons
HowtoDefineObjec,vesandKPIsbySynergieProduc>ons
HowtoBuildaBrandedContentStrategybySynergieProduc>ons
HowtoBuildaContentCrea,onStrategybySynergieProduc>ons
HowtoBuildaContentProgrammingStrategybySynergieProduc>ons
HowtoLeverageSocialInterac,onsbySynergieProduc>ons
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1. Key YouTube Datas & Statistics 2015 / 2016
By2019,videowillaccountfor80%ofallInternettraffic*.
Thereisagoodreasonwhybrandsshouldbepriori>singonlinevideocontent:becauseconsumersare.InaworldofshortaMen>onspansandincreasingop>ons,videoisarichmediumforcommunica>ngkeymessagesinanengagingwayinjustashort>meframe.Ithelpsbrandsconnectwiththeirtargetaudiencethroughemo,on,isinherentlyshareable,andcanadapteasilyacrossdevices-par>cularlymobile.
Thisisespeciallyimportantsinceconsumersarenowincontrol.Theychoosewhattheywanttowatch,when,whereandhowtheywantit.Astechnologyisgrowingmorepersonal,notonlytheyexpectbrandstobringanaddedvaluetothem,butalsotheywanttointeractwiththesebrandsthroughsharing,commen>ngandjoiningaconversa>on.
Videocanhelpleveragesharedpassionsandstartaconversa>oninordertoforgedeeperbondswithconsumers.
Asthe3rdmostvisitedwebsiteintheworld,2ndlargestsearchengineandnumberoneonlinevideoplaXorm,YouTubeshouldundoubtedlybeapriorityinacontentmarke>ngstrategy.Asasocialmedia,itispatronisedbyahyper-engaged,highly-connectedaudiencewhocravesthetwo-waycommunica,onYouTubeoffers-andthatTVhardlydoes.
Ifbrandsshouldn’tlimittheironlinevideodistribu>onstrategytoYouTube,itshouldcertainlybethecornerstoneofcross-channel,device-agnos>ccampaignswhicharekeytosocialsuccess.
Inthischapter,wewilllookintokeyYouTubedatasandsta>s>cs(2015/2016)inordertohighlight:1.1TheMassiveYoutubeEcosystem1.2TopBrands:AudienceAnaly,cs1.3TopBrands:Interac,onAnaly,cs
*Source:CiscoVNIvisualnetworkingindex,May2015
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1.1 The Massive YouTube Ecosystem
70 Countries
70 countries post content in 76 languages
300 Hours
300 hours of video are uploaded every minute
Six Billion 6 billion hours of video
are watched monthly
Hundreds of Millions
YouTube is now being accessed from hundreds of millions of devices
17% 17% of all Internet traffic flows through YouTube
40 Minutes
Mobile YouTube users spent 40 minutes on average session, up more than 50% y/y
2nd Largest
YouTube is the 2nd largest search engine, behind Google
One Billion
More than 1 billion unique users visit YouTube each month
50% Mobile
50% of views, globally, are from mobile devices
40%The number of advertisers running video ads on YouTube is up more than 40% y/y
Sources: Concept5.com, YouTube Press Statistics, Statistic Brain, Statista
1.2 Top Brands: Audience Analytics (All Time)
MostSubscribedBrandYouTubeChannels
1 RedBull 5,016,644
2 PlaySta>on 4,129,421
3 Google 3,864,299
4 GoPro 3,780,572
5 Apple 3,073,121
6 RockstarGames 2,636,286
7 NikeFootball 2,373,697
8 VAT19 2,317,318
9 Ubisos 1,785,622
10 SamsungMobile 1,649,759
MostViewedBrandYouTubeChannels
1 AngryBirds 2,490,808,332
2 LEGO 2,281,695,983
3 VAT19 1,789,029,496
4 RedBull 1,397,607,631
5 GoPro 1,115,020,639
6 Google 985,658,775
7 PlaySta>on 940,444,216
8 Coca-Cola 854,001,765
9 TOBOTYOUNGTOY 696,534,448
10 Ubisos 662,525,105
Sources: Socialbakers, YouTube, March 2016 Sources: Socialbakers, YouTube, March 2016
Rank Channel NumberofLikes NumberofDislikes Comments TotalInterac,ons
1 VAT19 966,205 37,022 139,709 1,142,936
2 PlaySta>on 761,446 148,424 195,268 1,105,138
3 GoPro 513,389 14,007 28,384 555,780
4 RedBull 433,733 11,801 29,793 475,327
5 LEGO 384,574 49,940 17893 452,407
6 Nintendo 274,124 24,393 74,584 373,101
7 MonsterHigh 225,238 15,487 5,618 246,343
8 Ubisos 182,786 9,378 34,210 226,374
9 Xbox 169,596 9,756 19,083 198,435
10 Coca-Cola 163,304 11,830 10,044 185,178
Source: ChannelMeter, March 2016
1.3 Top Brands: Interaction Analytics (Jan-March 2016)
Rank Channel NumberofLikes NumberofDislikes Comments TotalInterac,ons
1 VAT19 966,205 37,022 139,709 1,142,936
2 PlaySta>on 761,446 148,424 195,268 1,105,138
3 GoPro 513,389 14,007 28,384 555,780
4 RedBull 433,733 11,801 29,793 475,327
5 LEGO 384,574 49,940 17893 452,407
6 Nintendo 274,124 24,393 74,584 373,101
7 MonsterHigh 225,238 15,487 5,618 246,343
8 Ubisos 182,786 9,378 34,210 226,374
9 Xbox 169,596 9,756 19,083 198,435
10 Coca-Cola 163,304 11,830 10,044 185,178
Source: ChannelMeter, March 2016
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How to Define Objectives and KPIs Synergie Productions
2. How to Define Objectives and KPIs
YouTubeMarke,ngisallaboutge_ngtherightvideoinfrontoftherightaudiencetotriggertherightac,on.
However,pos>ngvideosonlinehardlymakesforanefficientandmeaningfulcontentmarke>ngstrategy,especiallywhenitcomestocrea>ngandmanagingaYouTubechannel.Itneedstohaveapurpose:whatareyourtryingtoachieveforyourbrand?
Essen>ally,definingpriorityobjec>vesandrelevantmetricsgoesbacktoansweringthefollowingques>ons:
‣ Objec,ves:Whatproblemareyourtryingtosolve?Whatroledoyouwantyourvideostoplayinthemarke>ngmix/customer’sjourney?WhenitcomestoYouTubemarke>ng,wecanhighlight5mainobjec>ves:1-Buildawareness2-Influenceconsidera,on3-Growengagement4-Driveconversions5-Buildadvocates
‣ KPIs:Whatdoessuccesslooklikeforyou?Isitaboutviews?Ac>ons?Loyalty?Toproperlytrackyourefforts,youshouldpickonlytwoorthreeindicators,dependingonyourspecificobjec>ves.Theothermetricscanbeusedfordiagnos>csorop>misa>on.
WhenbrandsgetconfusedaboutwhattheycanaccomplishwithYouTube,Iremindofthemofonesimplefact:YouTubemovespeople.YouTubecanmovepeopletochooseyourbrand,itunlocksaudienceparHcipaHon,andit’seffecHveatinfluencingyourcustomer’shead,heart,andfeet.
LucasWatson,VicePresidentofGlobalBrandSolu>onsatGoogle-ÜberTube2014BrandSummit
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Objectives and KPIs
Objec,ve Sub-objec,ve KPI
Buildawareness ‣ Doyourvideosdriveastrongaudience? ‣ #views‣ #uniqueusers
Influenceconsidera,on
‣ Doyourvideoscaptureyouraudience’saMen>on?
‣ watch>me‣ %audiencereten>on‣ %drop-off
‣ Doyourvideosdrivetraffictootherofyourvideos?
‣ #clicks(annota>ons,featured&recommendedvideos)
‣ %view-through(VTR)
Growengagement
‣ Isyouraudiencewillingtoconversewithyourbrand? ‣ #or%comments
‣ Isyouraudienceloyaltoyourchannel? ‣ #subscribers‣ %audiencesubscribes
Driveconversions ‣ Doyourvideosdrivetraffictoyourwebsite?
‣ #or%clicks(ads,annota>ons,URLs)‣ #or%conversions
Buildadvocates ‣ Isyouraudienceendorsingorsharingyourcontent?
‣ #or%likesandfavorites‣ #or%shares
Watch our video on how to build a branded content strategy to target your audience’s interests and reach your objectives!
Objec,ve Sub-objec,ve KPI
Buildawareness ‣ Doyourvideosdriveastrongaudience? ‣ #views‣ #uniqueusers
Influenceconsidera,on
‣ Doyourvideoscaptureyouraudience’saMen>on?
‣ watch>me‣ %audiencereten>on‣ %drop-off
‣ Doyourvideosdrivetraffictootherofyourvideos?
‣ #clicks(annota>ons,featured&recommendedvideos)
‣ %view-through(VTR)
Growengagement
‣ Isyouraudiencewillingtoconversewithyourbrand? ‣ #or%comments
‣ Isyouraudienceloyaltoyourchannel? ‣ #subscribers‣ %audiencesubscribes
Driveconversions ‣ Doyourvideosdrivetraffictoyourwebsite?
‣ #or%clicks(ads,annota>ons,URLs)‣ #or%conversions
Buildadvocates ‣ Isyouraudienceendorsingorsharingyourcontent?
‣ #or%likesandfavorites‣ #or%shares
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How to Build a Branded Content Strategy Synergie Productions
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3. How to Build a Branded Content Strategy
Apowerfulandrelevantcontentstrategyshouldlieattheintersec,onofabrand’svalueproposi,onanditsaudience'spassionpoints.
Whatuniqueandtrulylegi>matecontentcanyourbrandcreatetobestengageyourconsumersandearntheirloyalty?
Whenpeoplelookforanswers,discovernewthings,makedecisionsorjusthavefun,theyaremostlikelytoturntoInternet-andincreasinglytoYouTube.Asconsumers,theywanttobecateredtowithhelpfulcontentandentertainingstories.ThesemomentsofintentarecalledbyGooglemicro-momentsandtheyareredefiningtheconsumer’sjourney:peoplewanttherightcontentrightaway.
Byfocusingontheirpassionsandinterests,brandscanholdtheiraudience’saMen>onandconnectwiththeminanauthen>cwayandtakeadvantageoftheireverydaymicro-moments.
Providedthatyourvideocontentistruetoyourbrand'siden>tyandposi>oning,therearethreemainwaystoaddvalueforyouraudience,piquetheirinterestandanswertheirneeds:‣ INSPIREtheaudiencewithemo>onalandrelatablestories‣ EDUCATEtheaudiencewithusefulinforma>on‣ ENTERTAINtheaudiencebysurprisingthem,makingthemlaughorsharingspectacularcontent
Inthischapter,wewillhaveacloserlookatthefollowing:3.1BrandedContentStrategyMap3.2FourTypesofVideoMicro-Moments3.3AddValue:Threecasestudies
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3.1 Branded Content Strategy Map
Brandedcontentstrategyterritory
Whatvaluewillyourbrandcontentaddforyourconsumerswhenexperiencingmicro-moments?
Mee,ngpoint
ContentProgrammingStrategy
TargetConsumer’sInterestsandPassions
Whatdoesyouraudiencecareabout?
Inspire
Emo>onalandrelatablestories
Educate
Usefulinforma>on
Entertain
Surprising/Funny/Spectacularcontent
BrandIden,ty&Posi,oning
Whatdoesyourbrandstandfor?
ContentCrea,onStrategy
3.2 Four Types of Video Micro-Moments
Source: Video micro moments: What Do They Mean For Your Video Strategy Lucas Watson - think with Google, October 2015
XMore information
Micro-moments: Learn about this new consumer behaviour and what it means for brandsBy think with GoogleClick here
3.3 Added Value: Inspire XMore information
Casestudy:Clean&Clear-#SeeTheRealMeseriesByJohnson&Johnson
Brand’sposi,oning:SkincareproductsBrand’svalue:Beautycomesfrombeingconfident,comfortableandsecureinyourownskinTargetaudience:TeenagegirlsAudience’spassions&interest:Today,teenswanttobeseenandheard,butareafraidofbeingjudgedMee,ngpoint:Empoweringteenagegirlswithinspiringselfacceptancespeeches-“Thebestacceptancespeechesaretheoneswegiveourselves”Brandedcontentstrategy:#SeeTheRealMeseries:aseriesof1minute+videoportraitsintroducingrealteenagegirls“havingthecouragetoshowwhotheyreallyare,andwhatmakesthemunique”Theseriesalsofeatures:collabora>onswithinfluencers(teenagegirlsbandFishHarmony,YouTuberPrincessLauren);Q&Asessions;BehindtheScenes;tes>monialsfromconsumers(MorningBurst);>psandtutorials,ads,etc.Results:33,020subscribers-37,452,889views
126VIDEOS
3.3 Added Value: Educate XMore information
Casestudy:KrajRecipesByKrajFoods
Brand’sposi,oning:FoodandbeverageBrand’svalue:Toprovidehighquality,greattasteandnutri>onforallea>ngoccasionswhetherathome,inrestaurantsoronthego.Targetaudience:BusymomswithkidsinthehouseholdAudience’spassions&interest:CookingforfamilyandfriendsMee,ngpoint:EmpoweringmomswithmealideasandrecipesforeverydaylifeandspecialoccasionsContentstrategy:How-toinstruc>onaltechniques(30secondsto1minutevideos);Cookingclasses(about3minutes);tes>monialsfromhousewivesandprofessionalsBesides,Krasisamul>-channelnetwork(MCN)thatalsorunsproduct-basedYouTubechannelslikeJELLO,KrasMacaroniandCheese,OscarMayer,Miraclewhip,etc.aswellasachanneldedicatedtothela>nocommunity:ComidaKrasResults:44,311subscribers-17,864,776views
492VIDEOS
3.3 Added Value: Entertain XMore information
Casestudy:VAT19ByVAT19
Brand’sposi,oning:OnlinestoreforuniqueandfunproductsBrand’svalue:Tosellproductsthatare“curiouslyawesome”Targetaudience:“Him”,“Her”,“Kids”,“theHostorHostess”,“TheInnerChild”,“ThePersonWhoHasEverything”Audience’spassions&interest:GisgivingMee,ngpoint:Showinghowtheproductsworkwhilepu�ngasmileontheconsumer’sfaceatthesame>meContentstrategy:30secondsto3minutesads,videoclipsandproductdemosdesignedascomedyskitsandstarringcomediansThechannelalsofeatures:webshows(AwesomeTime…);Recurringcharacters(Redford,Chauncey,TheSouthernGentleman…);Collabora>onwithinfluencers(YouTuberRebeccaZamolo,Clintus…);BehindtheScenes:OuMakes&Bloopers;Challenges;CuratedvideosfromfansResults:2,285,991subscribers-1,754,284,620views
860VIDEOS
4. How to Build a Content Creation Strategy
Videoistheperfectmediumtotellyourbrand’sstoryinawaythatcreatesanemo,onalinvestmentinyourcompany.
Peoplerelatetoa�tudes,hopes,valuesorfearsfoundinstories.Ratherthanblatantlysellingorpromo>ngyourproducts,storytellingallowsyoutomakearealemo>onalconnec>onwithyouraudience:itgivesyoutheabilitytodeliveryourkeymessagewithoutaliena>ngthem.
Thisbeingsaid,buildinganalways-onvideocontentcrea>onstrategycanbereallychallengingformarketers.Thisiswherethe“CCC”frameworkcomesin:
‣ CREATEThistypeofcontentiscreatedbythebrand.Itcapturesthebrand'stoneandoffersamoretradi>onalcrea>vepolish.Itmightsimplybeentertainingvideothatgetspeople'saMen>on,oritmightdeliveronspecificmicro-moments.
‣ COLLABORATEThistypeofcontentistheproductofthebrand'scollabora>onwithdigitalinfluencers(creatorsandchannelsdirectlyortalentagencies),whoarethenewiconsofpopculture.However,thisrequiresauthen>city:collabora>onsworkwheninfluencers’voicealignwithbrands’valuesandpurpose.Doneproperly,brandsgetwordofmouthmarke>ngwhilealsoreachingamuchwiderandengagedaudience.
‣ CURATEThistypeofcontentiscrasedbyconsumers.Videoisthenusedasatoolforstorymaking,inwhichconsumersgettotakepart.AccordingtoIpsosMediaCT,user-generatedcontent(UGC)is35%morememorableand50%moretrustedthanothertypesofmediaandinforma>on(2014).
Inthischapter,wewillhaveacloserlookatthefollowing:4.1The“CCC”Framework:StrategyandCrea,veGuidelines4.2Casestudies:Create,Collaborate&Curate
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4.1 “CCC” Framework: Strategy and Creative guidelines
STRATEGY CREATE COLLABORATE CURATE
Mechanism Storytelling Storymaking
Source Createdbythebrand Brand’scollabora>onwithYouTubecreators(influencers)
Usergeneratedcontent(UGC)(resultfromcall-to-ac>onorgatheredacross
socialchannels)
Benefits
‣ Setthebrand’stone‣ Tellastorythatisinspiring,educa>onal
orentertaining‣ Totalcrea>vecontrolthathelpsyour
brandmeetyouraudience’smicro-moments
‣ Helpyourbrandbroadenitsrelevance‣ Helpconnectwithauniquelyengaged
fanbaseandbuildacommunity‣ Leveragetheexper>seofexperienced
creators
‣ Keepmessageauthen>candrelatable‣ FlaMeringforyouraudience‣ Developasenseofownershipand
connec>ontothebrand‣ Trustedandmemorablefortheaudience
CREATIVEGUIDELINES
Targe,ng Discoverability Shareability
‣ Determineyourprimetarget:broadaudience/nicheaudience
‣ Benchmarkyourcompe>tors‣ Audityourexis>ngcontentandanalyse
itsperformances
‣ Iden>fytrendingsubjectmaMers‣ Considerhighlysearchabletopics
(searchresults)‣ Create“evergreen”videossearchable
over>me(how-to,etc.)
‣ Beoriginal/surprising‣ Connectthroughemo>on‣ Appealtoyouraudience’svalues‣ Bringusefulinforma>on
Accessibility Consistency Authen,city‣ Becomprehensibleforafirst->me
viewer(eachepisodeofashowshouldstandonitsown)
‣ Teaseorrecapyoursubjectatthebeginningofyourvideo
‣ Developaconsistentformat/voice/scheduletomakeitfamiliartoyouraudience
‣ Favourserialisedstorytellingtoincreasefan’sexpecta>onsandloyalty
‣ CastsubjectmaMerexpertsorindustryprofessionalstoaddcredibilitytoyourmessage
‣ Showcasereal-lifefansstoriestomakeyourmessagerelatable
‣ Considertellingthebackstoryofyourbrand
4.2 Case Studies: Create XMore information
HotWheelsLabsByHotWheels(Maoel)
Format:WebseriesGenre:ScienceshowLength:About2minutesNumberofepisodes:8Descrip,on:“TheProfessor”explainslawsofphysicstokidsinafunwayusingtoycarsandracetracksAddedvalue:Educate/Entertain
ExpediaVaca,onTravelGuides2015ByExpedia
Format:WebseriesGenre:DocumentaryLength:4to15minutesNumberofepisodes:21Descrip,on:Inspiringtravelguidesaboutdes>na>onsaroundtheglobe,madeupofbeautyshots,>psandusefulinforma>onAddedvalue:Inspire/Educate
EasyToAssembleByIkea
Format:WebseriesGenre:SitcomLength:2to10minutesNumberofepisodes:48(4seasons)Descrip,on:IlleanaDouglasplaysafic>onalversionofherselftryingtoquitac>ngandworka"realjob"inanIKEAstoreAddedvalue:Entertain
XMore information 4.2 Case Studies: Collaborate
PepsiMaxChallengesByPepsiMax
Format:AdcampaignGenre:ExtremesportsLength:2to4minutesNumberofepisodes:5Descrip,on:PepsiMaxchallengesYouTubestuntmentocreatesomethingoriginalandunbelievable.Thebrand’spurposeistoencouragepeopletobreakoutoftheirrou>nes.Addedvalue:Inspire/Entertain
MichellePhanMakeupTutorialsWithLancômeByLancômeUSA
Format:TutorialsGenre:Beauty&StyleLength:45secondesto10minutesNumberofepisodes:30Descrip,on:YouTubesuperstarandmakeupar>stMichellePhansharesherbeauty>psandtricksusingLancômeproductsAddedvalue:Educate/Inspire
Orangina&LeStudioBagel:LaSaga!ByOranginaFrance
Format:AdcampaignGenre:ComedyLength:30secondesNumberofepisodes:8Descrip,on:HumourispartofOrangina’sDNA.ThebrandnaturallyturnedtoStudioBagel-acollec>veofFrenchYouTubecomedians-foraseriesofshortsspoofingAmericanblockbustersAddedvalue:Entertain
XMore information 4.2 Case Studies: Curate
GoProAwards:OfficialSelec,onsByGoPro
Format:Compe>>onGenre:ExtremeSportsLength:1to2minutesNumberofvideos:28Descrip,on:Consumerscansubmitphotos,rawclipsandvideoeditscapturedwithaGoPro.ThebrandgrantscashawardstotheirfavoritesineachcategoryAddedvalue:Inspire/Entertain
Favorites:UserCreatedRockstarEditorVideosByRockstarGames
Format:Videoedi>ngGenre:VideogamesLength:MiscellaneousNumberofvideos:113Descrip,on:Crea>onsbyGTAVPCPlayersusingtheRockstarEditor’sdeepsuiteofvideoedi>ngfeaturesAddedvalue:Entertain/Inspire
Sony’s“LikedVideos”BySony
Format:MiscellaneousGenre:MiscellaneousLength:MiscellaneousNumberofvideos:75Descrip,on:Productreviews,demonstra>ons,unboxingandcrea>onsfromfansandfriendsfoundalloverYouTubeAddedvalue:Inspire/Educate/Entertain
5. How to Build a Content Programming Strategy
“Programming”meanscrea,ngacohesiveviewingexperienceacrossachannel:eachvideoshouldfitintothelargerchannelvision.
Oneofthebiggestopportunityavideopla�ormlikeYouTubegivestobrandsistoadoptamorestrategic,longer-termapproachtovideo,designedtobuildanaudienceofengagedviewersover>me.Butthisrequiresconsistencyandsustainability.
Therefore,youneednotonlyclearprogrammingformats,butalsoaplannedcontentcalendarthattellsyouwhatcontenttocreate,whenandwhy.AsamaMeroffact,itshouldbealignedwithyourmediabuysandannualmarke,ngplantohelpyoupriori>seandengagetherightaudienceattheright>me.
Inordertoachievethat,yourstrategyshouldbear>culatedaroundthreetypesofcontent,definedbyGoogleitselfasfollows:
‣ HELPAlways-on“pull”content.Op>misedforsearch,itisdesignedtocaptureusers’intentandprovidesthemwiththebestanswerstotheirqueries,eitherinterestsorneeds(e.g.producttutorials,how-tocontent,customerservice,etc.)
‣ HUBRegularlyscheduledcontent.Thisquality,serialisedcontentgivesafreshperspec>veonyourtarget'spassionsandencouragesreturnviewingthroughsubscrip>on(e.g.webseries,behindthescenes,ver>calisedcontentaboutaproductline,etc.)
‣ HEROTentpolecontent.Thesecampaignvideosuseahighlyemo>onal,entertainingandshareablestorytelling.Itisdesignedtobepushedtoamassiveaudiencethroughpaidmediaandisac>vatedbymajormarke>ngmoments(e.g.productlaunches,industryevents,etc.)
Inthischapter,wewillhaveacloserlookatthefollowing:5.1“HHH”Framework:ModusOperandi5.2“HHH”Framework:ContentCalendar5.3Casestudies:ThreeBrand’sContentPyramid
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5.1: “HHH” Framework: Modus Operandi
Contenttype HELP HUB HERO
Contentdescrip,on
“Evergreen”content(producttutorials,how-tocontent,
productservices,etc.)
SerialisedandformaMedcontent(webseries,producteditorials,behindthe
scenes,interviews,successstories,passionsandinterests,UGC,etc.)
Tentpolecontent(Campaignvideosac>vatedby:
productlaunches,premiumevents,specialcollabora>onswith
influencers,etc.)
Periodicity Always-on Episodic(weekly,monthly,etc.)
Seasonal(onetothree>mes/year)
Audiencegenera,on
Pull(search)
Call-to-ac,on(subscrip,ons)
Push(display)
Awareness
Considera,on
Engagement
Conversion
Advocacy
MAINOBJECTIVES
5.2 “HHH” Framework: Content Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
HUB HUB
HELP
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5.3 Case study: TOYOTA USA’s Content Pyramid
Super Bowl 2016: All-New Toyota Prius Campaign (1/4)
The Toyota Effect TeenDrive365 “The One and Only” Toyota Camry Season2
Toyota Ever Better Expedition
<Toyota Highlander: Features and How-To’s…
Toyota Service Tips 101 Toyota Safety Toyota Prius Features & How-To's…
Toyota Financial Services Toyota Entune Features 2015
All-New 2016 Toyota Prius (2/4)
All-New 2016 Toyota Prius (3/4)
All-New 2016 Toyota Prius (4/4)
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5.3 Case study: LEGO’s Content Pyramid
The LEGO Movie - Official Trailer…
LEGO Star Wars: The Yoda Chronicles - Episode…
LEGO News Show - Episode… LEGO Club Show - Episode…
< >LEGO Blocumentary - …
<LEGO Movie Maker app: Tips and Tricks…
LEGO Creator Designer Tips…
LEGO MINDSTORMS: How to Create…
LEGO Building with Friends: How to…
LEGO City: How to Play… LEGO Duplo - DIY - How to Build…
The LEGO Movie - Vehicle Design Contest
The LEGO Movie - The cast…
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The LEGO Movie - Meet The Characters…
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5.3 Case study: NET-A-PORTER’s Content Pyramid
Kate Moss for Topshop - Coming to NET-A-PORTER
The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop
The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass Featuring…
The 7-Day Body Reboot… Fit for Fashion with…
Behind the Scenes… Nathalie Massenet talks about Kate Moss…
Shop now!
Cara Delevingne talks about Kate Moss…
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< >
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Kate Moss for Topshop - Coming to NET-A-PORTER
The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop
The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass Featuring…
The 7-Day Body Reboot… Fit for Fashion with…
Behind the Scenes… Nathalie Massenet talks about Kate Moss…
Cara Delevingne talks about Kate Moss…
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How to Leverage Social Interactions Synergie Productions
6. How to Leverage Social Interactions
YouTubeallowsyoutoco-createyourbrandexperiencewithyourconsumers.Everythingisbuiltaroundatwo-waydialoguebetweenyouandyouraudience.
Videopla�orm,searchengine…YouTubemightbemanythingsatthesame>mebut,inherently,itisasocialnetwork.Thatistosay,communi,eswillhappenwithorwithoutyou.Thisiswhyyouwanttomakesureyouarethetheoneleadingthediscussioninafrui�uldirec>on.
Buildingacommunitymeansengaginganaudiencewhowillbecomeloyaltoyourchanneland,eventually,powerfulbrandadvocates.ThiscanbeachievedbyusingYouTube’ssocialfeatures,butalsobyleveragingallsocialnetworks:
‣ YouTubeinterac,onYoucandiscusswithyouraudienceinreal>methroughcommentsorlive-streaming.Thus,yougiveyourconsumersachancetoconnectwithyourbrandbyprovidingopportuni>esforfeedbackor,beMeryet,involvetheminyourcontent.Inreturn,youcanacknowledgeyourtopcontributorsinmanydifferentandcrea>veways:integratetheirques>ons,ideasorsugges>onsinyourvideos;incorporatetheirowncontentintoyourchannel;givethemashout-out,etc.
‣ Socialamplifica,onOnlinevideoisinherentlysocialand,bydefini>on,shareable.AsamaMeroffact,manyviewerswillencounteryourvideosthroughothersocialmedia,websitesandblogs.Thus,yourdistribu>onstrategyshouldleveragebothownedmediaandpaidmediacampaigns:thisishowyouwilligniteearnedmediaand,ul>mately,socialsuccess.
Inanycase,andwhateveryouaretryingtoachieve,youshouldclearlystatewhatac>onsyouwantyouraudiencetotake(e.g.“subscribe”,“comment”,“like”,“share”,“shop”,etc.).Oneefficientwaytodothatisbyusingcall-to-ac,onoverlays(annota>ons,endcards,etc.)thatyoucanaddtoyourvideosinahugevarietyofwaysandthuscreateaninterac>veexperienceforyourconsumers.
Inthischapter,wewillhaveacloserlookatthefollowing:6.1AYouTubeChannel’sSocialMap6.2SocialInterac,ons:CaseStudies
Synergie Productions
6.1 A Youtube Channel’s Social Map
Social Amplifica,on
Ownership Brand(owned) Audience(earned)
Mediatype
Benefits ‣ Growengagement‣ Drivetraffic&conversions
‣ Buildadvocates‣ Buildawareness
BRANDCHANNEL
YouTubeInterac,onInterac,on
type Conversa,on Acknowledgement
Descrip,on
‣ Livepublicevents(e.g.GoogleHangouts)‣ Liveprivateeventswithtopfans(e.g.GoogleHangouts)‣ Comments(channelandvideos)
‣ Curatefan-madevideos‣ Readyouraudience’scommentsinavideo‣ Createvideosansweringyouraudience’scomments/ques>ons/requests/
sugges>ons‣ Shout-out(thanktopcontributorsinyourvideo/videodescrip>on/annota>ons)‣ Engagewithtopfansfirst:sharepicturesfromyourlatestshoot,solicitadvice,or
sharevideosprivatelyadayortwobeforetheyrelease.‣ Offerfanmerchandiseorexclusivecontentsharedthroughunlistedvideos.
Par,cularbenefits
‣ Getinstantfeedbacks‣ Getusefulideasandsugges>ons‣ E-reputa>onmanagement
‣ Getusergenerated/inspiredcontenttofeedyourprogrammingneeds‣ Gra>fyingandmemorableexperienceforaudience‣ Shareable
Sharedbenefits
‣ Develop/engageyourcommunity‣ Developanemo>onalconnec>on/senseofownership‣ Feelsauthen>c
‣ Influenceconsidera>on‣ Buildloyalty
Call-to-ac>on/Ac>on/Reac>on
Share/Drivetraffic&Conversions
DrivetrafficDrivetraffic
Call-to-ac>on/Ac>on/Reac>on
Share
…
6.2 Social Interaction: Case Studies XMore information
HPGoogleHangoutsByHP
Format:Live-streamingLength:MiscellaneousNumberofvideos:21Descrip,on:HPorganisedaseriesofGoogleHangoutswithselectedconsumerstodiscussitsnewproducts,servicesandapplica>ons.ThesessionswerestreamedandrecordedonYouTubeInterac,on:Conversa>on
BoseFanTracksByHP
Format:Adver>singLength:About30secondsNumberofvideos:22Descrip,on:OntheoccasionofSuperBowl50,Boseturnedfans’tweetsintomusicvideosthatwerebroadcastedonYouTube.Tagline:“BosemakeseverythingsoundbeMer,even140characters”Interac,on:Acknowledgement
McDonald’s“OurFood.YourQues,ons.”ByMcDonald's
Format:VideoReportLength:MiscellaneousNumberofvideos:9Descrip,on:McDonald’soffersitscustomer’stoaskanyques>onsregardingtheirfood,throughtheirwebsiteorTwiMer.Thebrandthenreplytotrendingsubjectswithavideoreport,eventuallyincludingtopcontributorsinthemakingInterac,on:Conversa>on/Acknowledgement
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Conclusion: Best Practices Checklist
COMMENTS • 1,848
Arini S. 1 day ago
Hello, I get it overall, but I do have a question: if you were to sum up this presentation, what would be the 10 best practices that should be remembered, from your point of view? Thx in advance!
Synergie Productions 1 day ago
Hi Arini, no worries, here you go :
1. Prioritise your brand’s objectives: Awareness, Consideration, Engagement, Conversion and/or Advocacy 2. Define what success looks like: Is it about views? Subscriptions? Interactions? Advocacy? Choose 2 or 3 KPIs that work for you 3. Find the right intersection between your brand’s identity & positioning and your target consumer’s interests and passions 4. Define what value will your brand content add for your consumers when experiencing micro-moments: INSPIRE, EDUCATE and/or ENTERTAIN 5. Create an emotional investment in your brand with storytelling and storymaking tools. You can use the “CCC” framework for that:
CREATE, COLLABORATE and CURATE 6. Use creative guidelines to optimise your content creation and encourage engagement : Targeting, Shareability, Discoverability, Accessibility, Consistency
and Authenticity 7. Think long term! Build a channel calendar to map your content strategy and align it with your media buys and annual marketing plan 8. Articulate your programming strategy around three types of content to get the right video in front of the right audience at the right time and meet your
objectives: HELP, HUB and HYGIENE 9. Build an engaged and loyal community by leveraging YouTube’s social interactions: Spur conversation within your community using comments and/or live-streaming tools and acknowledge your top contributors in many different creative and interactive ways 10.Use multiple social media platforms to find and engage your audience everywhere and amplify your video marketing strategy’s success
Michelle P. 1 day ago
Hi there! I’m working on a new video marketing project right now… I’d like to discuss my ideas with you and see if you can help me out with it. How can I contact you?
Synergie Productions 1 day ago
Hi Michelle. You can find our contact details on the next page. Look forward to discuss your project with you! Cheers
Contact
FrédéricALLIODManagingPartner-VideoMarke>ngEmail:[email protected]
SynergieProductionsAgenceConseilenCommunicationAudiovisuelleetEvénementielle
32,rueFessart92100Boulogne-BillancourtFranceTel.:+33(0)170226818
Augus,ndeCANCHYManagingPartner-EventMarke>ngEmail:[email protected]
JoinedMarch,2016
Google+
YouTube
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‣ 12StrategiesforPromo>ngYourYouTubeVideos,JasonR.Rich-Entrepreneur2014hMp://www.entrepreneur.com/ar>cle/230500