how to create differentiated video content using youtube & hangout on air

How to Create Differentiated Video

Content Using YouTube & Hangout on Air

GRANT TILUS | COLLEGIS EDUCATION

eduWeb Digital Summit 2015 Join the Conversation: #eduweb15

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Who Is Grant Tilus?

Copyright Collegis Education, Inc. Proprietary and Confidential.

• Associate Inbound Marketing Manager, Collegis Education

• Content Marketing Director of MnSearch.org

@GrantTilus

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I Have a Confession


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Our Audiences Do Too


89.7 million smartphone video viewers in 2014

98% of 18- to 34-year-olds use their smartphone on a daily basis to consume video content

33% of tablet owners watch one hour of video perday on their device

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It’s Changed Our Lives


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It’s All Gen Z Has Known


93% of Gen Z visits YouTube at least once a week

54% visit multiple times a day

Nearly half of Gen Z’ers conduct research

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Video Continues to Grow


Video viewers on any digital device—will pass 200 million in 2015

By next year, nearly 56% of households will have at least one connected TV

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Video Builds Your Brand


68% of viewers who viewed a video correctly recalled the brand when prompted

Enjoyment of video increases purchase intent by

97% and brand association by 139%

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Supports Your Goals


52% of consumers who watch product videos say video makes them more confident about purchases

58% of respondents consider organizations that produce video content to be more trustworthy.

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It Gets Our Attention


Blog posts incorporating video attract 3x as many

inbound links as blog posts without video

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It’s a Problem Child


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Internal Struggles Are Real


50% producing engaging content

44% producing content consistently

40% producing a variety of content

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Competition Is Fierce


90% of marketers are using content marketing

Last year, video in the News Feed increased 3.6x YOY

62% of marketers are either focused on creating more engaging and higher-quality content

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You Need to Stand Out


content

content

content

Your content

Ways YOU Can Make It Happen


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1) Differentiation Through Optimization


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Are You All In?


YouTube is used by 55% of B2C marketers

66% of social media marketers plan to increase their YouTube marketing in the near future

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Optimize Your Channel


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Complete Your Metadata in the ‘About’ Section


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Input Channel Keywords


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Link Your Properties


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Showcase Your Brand


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Don’t Forget About G+


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Add Your Watermark


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Create a Channel Trailer


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Create a Channel Trailer


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Create Logical Playlists


• Create descriptive playlists using keywords

• Organize by type or topic– e.g. Hangouts on Air– e.g. Career Advice– e.g. Campus Events– e.g. School of Business

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Feature Important Content


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Feature Important Content


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Remarket to Viewers


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Optimize Your Videos


Only 61% of BSC marketers are optimizing content

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Upload Video in HD


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Use Optimized File Names


• Accurately and concisely describe the content• Use keywords within video file names

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Use a Custom Thumbnail


• Plan it into your production– Take a still during production

• Reinforce video content

• Grab attention

• Don’t pull a bait and switch

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Don’t Forget the Metadata


• Title– Keep it short and catchy– Up to 100 characters– Use keyword best practices

• Description– Up to 5,000 characters– First 160 characters in SERPs– Include URLs– Add video times (ex. 00:55)

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Tag Your Videos


• Use relevant keyword tags for your videos

• Tags to include:– Topics (broad & narrow)– Brand– Location– Video talent– Video type– Suggested tags– Competitor tags

• Think about how users would search for the video

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Link to Your Properties


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Don’t Skip the Advanced Settings


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Include the Transcript


• Upload video transcription file• Helps with indexing• Provides language support• Additional optimization

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Include the Transcript


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Use Annotations for Support


• Calls to action– Comments– Subscriptions– Clicks– Social shares– Ratings

• Call outs– Link to resources– What to watch next

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Drive Action with Cards


• New layer of interactivity to your videos

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It’s Not Just About Views


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2) Unique Content Using Hangouts on Air


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You’re Not a Videographer


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Budgets Are Tight


46% of B2C marketers said lack of budget was a challenge

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Webinars Are Boring


46% of webinars rated less effective than last year

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Welcome to Hangouts on Air


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Who’s Using It?


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Colleges & Universities


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Create a Variety of Videos


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Interviews


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Discussion Panels


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How To’s


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Podcasts


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Live Q&A


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Online Presentations


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News & Trends


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Thought Leadership


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Demonstrations


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Promote a Cause


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Promote an Issue


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Promote a Lifestyle


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Testimonials


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Start Building Your Library


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Who Is Your Target Audience?


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Write Down Your Content Strategy


• What’s your unique value proposition?

• What’s the value add?

• Why should viewers keeping watching?

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Conduct Competitive Analysis


• Subject matter• Type of videos• Video quality• Audience engagement• Calls to action• Publishing frequency• Branding strengths

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Begin Brainstorming Ideas


• What are your business objectives?• What does your audience want? • Is it right for video?• How will it be differentiated?• Is there a content gap?

• Usecandor.com

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Content for All Funnel Stages


• Why Attending College in the Northeast Is a Great Idea– Prospect

• What It’s Like to Be a Freshmen at ABC University– Inquire

• How to Create a Killer Essay for Your Application– Apply

• Study Tips for Finals from Dean’s List Students at ABC– Attend

• How the ABC Alumni Network Supports Your Career– Grad

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Showcase Your Mission & Culture


• What makes your organization unique?

• What do you want to be known for?

• What are your cultural strengths?

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Discover Your Authority


• Is it individual or organizational authority?

• Showcase authority through information

• Use subject matter experts– Internal or external

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What’s Your Style?


• Live public– Interactive vs. broadcast

• Live invite only– Controlled audience

interaction

• Non-live invite only– Controlled content

production

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Make It Interactive


• The Hangout ToolBox– Lower thirds

• Showcase• Screen share• Q&A• Google Effects

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Develop Your Structure


• Nose– The hook– The 5 W’s

• Body– The details– Keep things moving

• Tail– Key takeaways– Desired actions– Next time

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Remember: Length Matters

Copyright Collegis Education, Inc. Proprietary and Confidential.http://bit.ly/1efy9PA

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Use an Optimized Title


• Key for long-term success– Organic views

• Discover key areas to focus the topic of conversation

• Find a keyword family– Ex: Majoring in…– Ex: How to get started in…

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Create a Program Outline


• What to include:– Important conversation points– Supporting data– Key questions to answer

• Makes participation easier• Helps keep you on time

• Practice makes perfect

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Outline Your OKRs


• Awareness• Authority• Retention• Inquiry generation• Admissions support• Topical awareness• Audience education• Community engagement

• Be S.M.A.R.T.

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Use Views to Track Progress


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Focus on Your REP


• Retention• Engagement• Participation

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Use Analytics to Improve


• Demographics• Playback locations• Devices• Audience retention• Engagement metrics• Annotation clicks• Views

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Get Your Feet Wet


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3) Superior Production and Promotion Quality


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Find a Producer


ProducerSubject matter expert

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Become an HOA Expert


• For quality video– Manage the video feed– Network bandwidth

• SpeedTest.net– Avoid camera flashing

• For quality audio– Try earbuds– Mute mics– Avoid Wi-Fi

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Get the Right Equipment


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Brand Your Background


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Background Fails


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Showcase Yourself with Lower Thirds


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Find the Right Host


• Fully invested• Engaging• Knowledgeable• Cool under pressure• Controls the conversation

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Find the Right Talent


• Talent must be: – Subject matter experts– Comfortable with the technology– Committed to participating– Engaging

• Borrow authority– Third-party validation– Win/Win situation

• Run a speed test

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Train Your Participants


• Create a Google+ account• Set up the camera and

microphone• Join the Hangout• Upload a lower third• Understand the

conversation flow

• Look at the camera

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Plan Your Online Event


• Google event page– Optimize your title– Use a detailed description– Optimal time/day– Drive RSVPs– Promote the event

• Embed the live stream – Drive traffic to your site– Email registrations

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Make It a Campus Event


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Post-Broadcast Efforts


• Edit YouTube Video– Video description – Thumbnail– Add annotations/cards

• Content promotions– Organic– Paid

• Create supplemental content

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It’s Not Just For YouTube


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Repurpose with Purpose


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And Repeat


RESEARCH

PLAN

CREATE / EXECUTE

EVALUATE

REPURPOSE

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Excited to Get Started?


THANK YOU

[email protected]@GrantTilus

Collegis EducationVisit our booth!

#eduweb15

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Sources


• eMarketer, “US Digital Video Audience Profile: Who’s Watching, How They’re Watching and What Screens They’re Watching”

• Google, “YouTube Insights, Q2 2014”• Invodo, “Video Statistics: The Marketer’s Summary 2014”• Wikia, “Generation Z: A Look at the Technology and Media Habits of Today’s Teens”• Millennial Branding, “The High School Careers Study”• Animoto, “The Power of Video for Small Business [Infographic]”• Unruly, “Social Ad Effectiveness”• Moz, “What Makes a Link Worthy Post - Part 1”• Content Marketing Institute, “2015 B2C Content Marketing Trends–North

America”• Facebook, “What the Shift to Video Means for Creators”• Social Media Examiner, “2015 Social Media Marketing Industry Report”• Wistia, “Does Length Matter?”

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