how to use hangouts on air to reach & engage customers online by grant tilus

YouTube Success Stories for Marketers #SMX #34D

October 2, 2014

Grant Tilus CollegisEducation.com @GrantTilus

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How to Use Hangouts on Air to Reach & Engage Customers Online

•  Associate Inbound Marketing Manager Collegis Education •  Director of Content Marketing MnSearch.org

•  @GrantTilus •  Plus.Google.com/+GrantTilus

#SMX #34D @GrantTilus

Grant Tilus 2

•  YouTube reaches more US adults ages 18-‐34 than any cable network •  More than 1 billion unique users visit YouTube each month

•  Over 6 billion hours of video are watched each month •  World’s second largest search engine


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YouTube

Video Can Be Intimidating


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It’s Just Content


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Google is Making It Easy


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Get In The Game


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Our Team Loves Using Them


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Subject Matter Experts Showcase


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Career Chat


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Guest Experts

Ask the Experts


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Internal Experts

We’re Trying New Things

Early Childhood Literacy Activities: How to Incorporate Books and Extended Activities into ECE Curriculum


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Baby Safety Tips From ECE Experts

To See What Works 13


Marketing Career Advice


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And How We Use Them

You Can Do It


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3 Parts to Hangout on Air Success

Content Strategy

Content Promotion

Video Production


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Part 1: Content Strategy

Content Strategy

Content Promotion

Video Production


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Invest in the Platforms

YouTube Google+


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•  1.85+ billion accounts •  Access to in^luencers •  In^luence personalized search results

•  YouTube integration •  SEO bene^its

•  The Weird and Magical Powers of Google+ bit.ly/gplusmagic

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Embrace Google+


Create Your Content Strategy


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Types of Hangouts

•  Live public

•  Live invite only

•  Non-‐live invite only

•  Mobile


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Think About Your Audience


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Focus on the Idea


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Be Different


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Brainstorm Concepts

•  Interviews •  Panel discussions •  Fashion shows •  How to’s •  Q&A •  Product showcase and faq •  Industry news •  Demonstrations

•  Match your organizations mission/culture #SMX #34D @GrantTilus

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Utilize Keyword Topics

•  Gain organic search traf^ic

•  Become known as a subject matter expert

•  Helps make ^inding topics easier


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Create a Program Outline

•  Outline the topic of conversation

•  Makes participation easier

•  Keeps the conversation moving


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Showcase Your Brand & Experts


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Provide Real Value

•  Entertain •  Educate •  Persuade/Inform •  Inspire

•  Always deliver on what you promise


“Education is the most powerful weapon which you can use to change the world.” -‐ Nelson Mandela

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Display Authority

•  Internal or external

•  Individual or organization

•  Authority through information


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Promote Audience Engagement

•  Take questions via social media

•  Pre-‐event surveys

•  Take questions live

•  Predetermine any FAQs


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Questions via Social Media


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Pre-‐Event Questions


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Live Questions


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Show Don’t Tell


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Get Them Back to Your Site

•  Viewers – Event views – Overall views

•  Audience engagement –  Comments – Questions –  Social shares – Annotation clicks – Watch time – Audience retention

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Have a Measurement Plan


1. Content Strategy Recap

38 #SMX #34D @GrantTilus

•  Develop and test ideas for hangout on air content

•  Understand the audience you’re targeting

•  Create a plan, follow it and measure it

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Content Strategy

Content Promotion

Video Production


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Part 2: Video Production

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Get The Right Equipment


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Learn the Technology


•  Things to consider: – Content expectations – Time available – Reason for watching – Viewing quality – View count validation

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Think Like a Viewer


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Identify Your Primetime & Frequency


•  Common Issues: – Audio/video lag –  Screen ^lashing –  Camera jumping – Echoing – Point of view

•  Test your network

•  Become a hangout production expert

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Quality Matters…To a Point


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Length Matters


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Be Aware of Audience Retention


•  Create a conversation outline not a script

•  Focus on key points

•  Help everyone understand the conversation ^low

•  Preplan any use of the hangout on air apps

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Practice Makes (Almost) Perfect


•  Random interruptions

•  Internet connection issues

•  Technology fails

•  Always have a backup plan

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Be Prepared for Anything


2. Video Production Recap


•  Select the right equipment

•  Get familiar with the technology

•  Understand how to identify areas of improvement

•  It will take some practice

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Content Strategy

Content Promotion

Video Production


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Part 3: Content Promotion

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http://bit.ly/AdriaSearchLoveSD

You Need a Plan


•  Event page •  Email •  Social media –  Hashtags

•  Online communities •  Website content •  Video content •  Organic Search

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Pre-‐Event Promotions


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rasmussen.co/babysafetyhangout

Utilize an Event Page


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Pre-‐Event: Email


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Pre-‐Event: Social


•  Conversation organization & tracking

•  Works across networks

•  Excellent use of topical keywords

•  Create a branded hashtag or take advantage of one

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Use a #Hashtag


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Pre-‐Event: Communities


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Pre-‐Event: Website Content


•  Video trailers

•  Hypemyhangout.com

•  Guest interviews

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Pre-‐Event: Video


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Pre-‐Event: Search


•  Live event in search up to 3 hours before •  Watch from Google or go to event page

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Piggyback on Other Events


•  Invite participants with authority –  Followerwonk

•  Ask for email distribution

•  Highlight individuals and brand names

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Borrow Audiences


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Use Paid Promotions



Send a Reminder 64

•  Blog content –  Event recap –  Expert tips –  Quotes

•  Paid promotions •  Outreach •  Database •  Create a viewers circle

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Post Event Promotion


•  Develop a well-‐thought out video content strategy –  Find a show format that works –  Determine the right topics and messaging –  Create goals/KPIs

•  Become an expert in the production process –  Practice –  Test new features

•  Pre-‐event & post publishing promotion –  Don’t forget to do both of them –  Get creative

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Final Recap


This presentation is online here: bit.ly/GrantTilusSMXEast2014

Follow:

@GrantTilus Plus.Google.com/+GrantTilus

[email protected]

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Thank You!


how to use hangouts on air to reach & engage customers online by grant tilus

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