playbook case studies

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Playbook Case Studies[ September 2011 ]

YouTube Confidential and Proprietary!


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2

Playbook Case Studies!

Table of Contents!Regular Schedule and Frequency and Watch More CTA!Subscribe CTA!

Blog Outreach!Cross-Promotion!

Metadata!

Thumbnail Optimization!

Tent-pole Programming!

3!4!5!

6!

8!

10!

11!

2011 YouTube, LLC!



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In 2011, prior to the optimization HISHEaveraged 259,000 daily views!

In the three weeks after beginning a

regular schedule with CTA bumpers,HISHE has averaged more than 545,000daily views, a 110% increase.!

Engagement has increased as well: 47%more ratings per video view.!

On August 17th, HISHEdotcom, an animated comedy channel, began releasing weekly content withannotated bumpers to watch more. A big-event video would be released every third Thursday with ascripted, annotated bumper. Behind-the-scenes videos, and video game parodies would be released betweenbig-event videos every Thursday.!

Start regularschedule

Case Study: Watch More CTA, Regular Schedule/hishedotcom (Starz)September 2011

Relevant Premium Playbook Sections:Calls to Action (pg 11)

Regular Schedule and Frequency (pg 15)

Annotations (pg 42)

3 2011 YouTube, LLC!



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Prior to the video upload, in 2011 the channeladded an average of 715 subscribers a day!

In the three weeks after the video upload, thechannel has averaged more than 2,400 daily

subscribers, a 235% increase.!

The video nets one subscriber for every 160views, this is 43% more effective than thesecond most effective video published in 2011(285 views for one subscriber).!

On August 17th, HISHEdotcom, an animated comedy channel, released a big-event animated short with acustom bumper containing an annotated, scripted CTA asking for subscribers.!

Video with CTA

uploaded

Case Study: Subscribe CTA/hishedotcom (Starz)September 2011

Relevant Premium Playbook Sections:Calls to Action (pg 11)

Annotations (pg 42)




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Case Study: Blog Outreach/barelypoliticalMarch, 2010

/BarelyPolitical performed extensive and targeted blog outreach for their parody of Lady Gaga s Telephonetomusic, entertainment, and pop-culture sites, blogs, and online communities. "

330.000 Embed Views in thefirst week.!

20% of Total Viewership fromexternal sites in first week.!

130,000 from PerezHilton.comalone.!

Relevant Premium Playbook Sections:Other Social Media (pg 64)




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Case Study: Cross-Promotion/vsauce, /BarelyPoliticalJune, 2010

Vsauce Total Views (Launch April, 2011)! Vsauce Initial 30day Subscriber Growth !

Promotion 2!

Promotion 1!

First 30days: 1.3MM Views, 35,000 Subscribers in first 30days!

Cross-Promotions drove 10,000 Subscribers, then 9,000 subscribers!

April 2011: 4MM Monthly Views and almost 200,000 Subscribers!

Relevant Premium Playbook Sections:Cross Promotion and Collaboration (pg 21)

Annotations (pg 42)

Channel Page Optimization (pg 51)




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Case Study: Metadata/BeyondTheTrailerJanuary, 2010

Next New Networks (now YouTube Next Lab) worked with two movie review channels that had similarviewership, subscribers, and content. Both channels released a video about movie trailers being debutedduring the American Superbowl in January, 2010. /BeyondtheTrailer followed metadata best practices andoptimization, whereas the other channel did not follow best practices as closely. !

Movie Show: Super Bowl Ads, George Lucas,Cop Out & More!!

Super Bowl Commercials 2010: The LastAirbender, Iron Man 2, Alice In.!

2010SuperBowl SuperBowl2010 SuperBowlCommercials 2010SuperBowlCommercialsSuperBowl XLIV SuperBowl44 C

ommercials Commercial NewOrleansSaintsIndianapolisColts PeytonManning MovieTrailers PrinceOfPersia IronMan2TheLastAirbenderAliceInWonderland TimBurton JerryBruckh

eimer Disney Universal ParamountPicturesShutterIsland T

heWolfman2010 DespicableMe ToyStory3 RobinHood RussellCrowe FootballSeanPayton JimCaldwell BeyondTheTrail

er IndyMogul NextNewNetworks GraceRandolph !

Superbowl SuperBowlCommercials SuperBowlTrailersLastAirBenderTrailer AvatarDVDWatchmen2 Enchanted2 PeopleVSGeorgeLucas ADTrailer CopOut AMCMovies WorstMoviesMovieBuzz PeterRallis !

Super Bowl 2010 Commercials: Movies! What commercialswill Hollywood be airing for Super Bowl 2010? While theIndianapolis Colts battle the New Orleans Saints, you'll

witness trailers for some of the hottest movies of 2010!

The Last Airbender (Super Bowl):http://www.youtube.com/watch?v=rT2UbiEwKRQRobin Hood (Super Bowl):http://www.youtube.com/watch?v=gwcfegNqqAY

Shutter Island (Super Bowl):http://www.youtube.com/watch?v=84lzb4OwtJMAvatar DVD:

http://www.hollywoodreporter.com/hr/content_display/film/!

Vs.!

Descrip/on

Tags

Title

Descrip/on

Tags

Title

Movie Show"

Relevant Premium Playbook Sections:Tent-pole Programming (pg 18)

Metadata (pg 33)

Thumbnails (pg 39)




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Case Study: Metadata/BeyondTheTrailerJanuary, 2010

/BeyondTheTrailer benefited greatly in the first 90days from optimizing metadata for the video compared to theother video that had virtually the same content, audience, and subscriber base starting points. !

Views from Search = 44%! 30day views = 275k! Total Views (5/2011) = 900k !

Views from Search = 9%! 30day views = 33k! Total Views (5/2011) = 38k!

Vs.!Movie Show"


Metadata (pg 33)

Thumbnails (pg 39)




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Case Study: Thumbnail Optimization/JRSportBriefMay, 2010

/JRSportBrief had a catalogue of 100+ videos in May, 2010 when the creator went through each video andoptimized each thumbnail for the subject matter of the video s commentary. With each new upload, the creatorcontinued to utilize optimized thumbnails on the channel. !

Viewership Grew approximately 367%(6month AVG before/after Optimization)!

Increase in viewership also translated into increased in community activity and subscriber base for channel.!

Date of Optimization!

Relevant Premium Playbook Sections:Thumbnails (pg 39)




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Case Study: Tent-Pole Programming/IndyMogulJuly, 2009

/IndyMogul, a filmmaking and short film channel, created a tent-pole episode based on the popular film series,Harry Potter, when the 6th film was being released in July 2009. The video was relevant to both theiraudience and to the Harry Potter community. The video was able to capture search traffic, editorialpromotion, and traffic from other sites when it was first released, and has continued to do so when new HPfilms are released.!

1 MM Total views in first 30days!

11 MM Total Views as of 7/2011!

2 MM+ from Search, 1.2 MM from Featured Video, 700,000 from Embeds &External Sites!

Most Viewed Video on /IndyMogul Channel!


Metadata (pg 33)

Thumbnails (pg 39)




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