how to use hangouts on air to reach & engage customers online

YouTube Success Stories for Marketers#SMX #34D

October 2, 2014

Grant TilusCollegisEducation.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 MarketingMnSearch.org

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

#SMX #34D@GrantTilus

Grant Tilus2

• 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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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 Works13


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 influencers• Influencer

personalized search results

• YouTube integration• SEO benefits

• 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


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Be Different


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Think Like Your Audience


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Focus on the Idea


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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


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Utilize Keyword Topics

• Gain organic search traffic

• Become known as a subject matter expert

• Helps make finding 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


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1. Content Strategy Recap


• Develop and test ideas for hangout on air content

• Understand the audience you are 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 flashing– 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

• Preplan any screen shares

• Focus on key points

• Helps everyone understand the conversation flow

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Practice Makes (Almost) Perfect


• Interruptions

• Internet connections

• Technology fails

• 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 to improve

• It takes 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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http://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 Reminder64

• 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– Show format– Messaging– 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

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Thanks!


how to use hangouts on air to reach & engage customers online

Marketing

youtube youtube

content strategy20

live questions34

hangout onair content

time audience retention37have

content strategy recap38

hours of video

aware of audience retention