Post on 24-Apr-2015
description
Presented byJessica Liu, Twitter @jaielle
EMG, Digital Marketing Manager&
Katie GirskisGoogle, Account Manager
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HEALTHCARE AND ONLINE VIDEO:How to Use YouTube to Engage Health Consumers
Healthcare Webinar Series
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About EMG & Core Competencies
• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999• Clients Include:
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STRATEGY
Research, Planning & Analysis
EXPERIENCE
Personalization, Engagement & Entertainment
RELATIONSHIPS
Awareness, Influence & Social Marketing
PERFORMANCE
Campaigns, Testing & Intelligence
TECHNOLOGY
Development, Customization & Integration
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Presenter Introductions
Search & display advertising professional Focused on lead generation/customer acquisition and
customer retention Experienced in social media and content strategy Works with clients in multiple verticals: Healthcare, Higher
Education, and Entertainment
Account Manager for Google AdWords Works in the Healthcare space, focusing on hospital clients Focused on social media and integrated marketing
strategy development
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Jessica Liu,EMG, Digital Marketing
Manager
Katie GirskisGoogle, Account Manager
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Welcome!
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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Link to be sent to attendees
Presentation posted to EMG Knowledge Center
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Learning Objectives
From this webinar you will gain a better understanding of:
The growth of online video consumption and the types of videos health consumers are searching for and watching
The key benefits of using YouTube for video content creation and video advertising
How some hospitals are using YouTube to communicate with their communities
Best practices for video creation and optimization on YouTube
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Agenda
Facts on Health Information Online
YouTube the #1 Online Video Site
EMG Study: How 100 Healthcare Institutions use YouTube to Communicate
Best Practices on YouTube
YouTube Channel Evaluation
Key Takeaways
Q&A
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Finding Health Information Online is on the Rise
80-89% of people ages 18-64 find health info online
70-79% of people ages 65-73 find health info online
And 50-59% of people ages 74+ find health info online
Source: Pew Internet & American Life Project, Generations Online 2010
FACT Finding health information online is the 3rd most popular activity following email and search
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Online Video Consumption is on the Rise
FACT More than 55% of older Boomers (ages 56-64) now watch online video, compared with 30% in 2008
FACT Percentage of all adult internet users who watch video online increased from 52% in 2008 to 66% in 2010
Source: Pew Internet & American Life Project, 2010
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Americans are Watching More Online Videos & Ads
FACT85% of internet users viewed at least one video
73% of video viewers viewed at least one video ad
175 million online video views
Year-over-year growth in video views is 71%
Viewing time per viewer is 15.1 hours
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Source: comScore Video Metrix, October 2010
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Educational Videos are Popular
1. Comedy or humorous videos2. News videos3. Educational videos 4. Movies or TV shows5. Music videos
Online video consumption across all video types is increasing
Source: Pew Internet & American Life Project, The State of Online Video, June 2010
FACT
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1 in 3 People Watch Health Videos
Health videos are the 6th most popular video category More consumers watch videos about health than videos about food,
celebrities or sports
Movie cli
ps & tr
ailers
News
HumorMusic
Wea
ther
Health
Full-l
ength
TV sh
owsFo
od
Celebrit
y
Full-l
ength
movie
s
Sports
Beauty
and fa
shion
Tech
nology
Gaming
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
43% 42% 42%
37%35% 32%
30%27% 26%
22%18% 17% 16% 15%
Source: Google & OTX, Health Consumer Study, December 2009
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Types of Health Videos Watched
FACT consumers prefer health-related videos to be less than 5 minutes
FACT Many health consumers have watched videos about their specific health condition
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FACT Consumers enjoy watching educational videos related to specific conditions and those featuring experts such as doctors
FACT Consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info
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Video Ad Spending Projections
Video ad spending will double from a 5.5% share in 2010 to 11.3% in 2013
Video ad spending will escalate to 39% of overall online budget in 2011
2009 2010 2011 2012 2013 2014
$1.02 $1.42
$1.97
$3.03
$4.07
$5.71
US Online Video Ad Spending, 2009-2014 (billions)
2009 2010 2011 2012 2013 2014
Video 38.6% 39.5% 38.6% 54.2% 34.2% 40.4%
Banner Ads 3.8% 16.2% 11.4% 12.9% 7.0% 8.9%
Search 1.4% 15.6% 9.9% 13.6% 10.2% 10.8%
Rich Media -8.3% 4.6% 1.4% 2.1% -0.6% -2.5%
Email -27.9% -17.8% -0.2% 3.5% 3.2% 4.6%
US Online Ad Spending Growth, by Format, 2009-2014 - % Change
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Increased spending because: Increase in professional content Increase in viewing hours Technology improvement (HiDef) Improved targeting Better formats/more creative ads
Source: eMarketer, December 2010
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YouTube is the #1 Online Video Site
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There are more online
video consumers than 1 year ago
2 out of 3 online
video viewers used Google/YouTube
Note: comScore, November 2008, comScore, October 2008
Who’s Watching Online Video? Everyone.
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YouTube is the #2 search engine
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Customized User Channels
Promoted Videos with Call-to-
Action
In-Video Display Ads with Video Targeting
3 Options for Success on YouTube
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Highlight your video content and win new customers
Use your Promoted Video to drive traffic to your site
http://www.youtube.com/user/curebadbreath?v=nFeb6YBftHE&feature=pyv&ad=4311109895&kw=orabrush#p/u/2/p4tuTi8_z6Q
Promoted Videos and Call to Action
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Engage your customers as they watch partner content
Target specific video content or partner channels
Invideo Display and Video Targeting Tool
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EMGets Social:How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)
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How Hospitals and Health Systems are Using YouTube
EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)
Quick Methodology Overview: Randomly selected sample of 100 hospitals
– 87 had a YouTube Page
2,175 total videos examined across 87 hospitals Identified 12 video categories
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Promotional
News Cove
rage
Specia
list
Employee H
ighlights
Patient Storie
s
Other Eve
nt
Health Tip
Announcement
Celebrity V
isit
Virtual T
our
Proce
dures
15.59%13.79% 13.61%
11.45% 11.26%
8.32% 7.95% 7.82%5.66%
1.98% 1.75%0.83%
Video Categories – Most Uploaded Videos
Source: EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)
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How Hospitals are Using YouTube by Video Category
Over 15% of uploaded videos are Promotional From the top viewed video per channel, Specialist videos
accounted for 24% of all views followed by Others, Procedures and Patient Stories
Promotional Videos only account for 2% of views Categories with the biggest percentage difference between
uploaded videos and most viewed videos are:1) Procedures 2) Promotional 3) Other 4) Specialist
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Most Uploaded Videos
Most Viewed Videos Based on Top Video per Channel
Promotional
News Cove
rage
Specia
list
Employee H
ighlights
Patient Storie
s
Other Eve
nt
Health Tip
Announcement
Celebrity V
isit
Virtual T
our
Proce
dures
15.59%13.79% 13.61%
11.45%11.26%
8.32% 7.95% 7.82%5.66%
1.98% 1.75% 0.83%1.88%
4.34%
23.71%
3.73%
12.76%
18.74%
8.70%6.71%
2.59%0.69% 1.11%
15.04%
*Most viewed total: 933,999 video views*Uploaded Videos: Out of 2,175 Videos
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How Hospitals are Using YouTube by Video Category
Over 15% of uploaded videos are Promotional From the top viewed video per channel, Specialist videos
accounted for 24% of all views followed by Others, Procedures and Patient Stories
Promotional Videos only account for 2% of views Categories with the biggest percentage difference between
uploaded videos and most viewed videos are:1) Procedures 2) Promotional 3) Other 4) Specialist
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Most Uploaded Videos
Most Viewed Videos Based on Top Video per Channel
Promotional
News Cove
rage
Specia
list
Employee H
ighlights
Patient Storie
s
Other Eve
nt
Health Tip
Announcement
Celebrity V
isit
Virtual T
our
Proce
dures
15.59%13.79% 13.61%
11.45%11.26%
8.32% 7.95% 7.82%5.66%
1.98% 1.75% 0.83%1.88%
4.34%
23.71%
3.73%
12.76%
18.74%
8.70%6.71%
2.59%0.69% 1.11%
15.04%
13.71%10.10%
10.42%
14.21%
*Most viewed total: 933,999 video views*Uploaded Videos: Out of 2,175 Videos
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Promotional Videos – Most Uploaded Category
Commercials
Broadcast
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Specialist Videos - Most Viewed Category
Banner Health “Ask a Doctor” Series
Hospital-conducted doctor interviews
General narration by doctor to describe a
medical condition
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Patient Stories - 4th most viewed category
Patient testimonials generate views and engagement!
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Hospital Snapshot
St. Jude Patient Stories Video Playlist
Total of 19 videos Average of 11,857 views!
Top Video: 116,695 views, 168 comments
Source: http://www.youtube.com/user/MyStJude#g/c/64EC3A4B8921280D
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Other
Holiday greeting Entertainment
Creative videos introducing the hospital culture
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Best Practices for Video Content Creation and Optimization on YouTube
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Best Practices for Video Optimization on YouTube
#1 Plan ahead, create a video content strategy
What types of video will engage my audience?
Patient testimonials? Medical condition focused?
Tone: humorous, informational, inspirational?
What is the purpose of the video?
To inspire patientsTo grow a communityTo generate donationsTo showcase my hospitalTo feature a new medical technique
What does my video calendar look like?Diversify your video content! Test and analyze
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Best Practices for Video Optimization on YouTube
#1 Plan ahead, create a video content strategy
Strategic Opportunity:• Create a series of videos that talk about a
specific medical condition• Feature a doctor (specialist or procedure
videos)• Patient testimonials• Talk about treatment options
What is the Purpose of the Video?:• Inform researchers• Target keywords, capture more views
YouTube Search Trends:Top searched keywords on YouTube are correlated to Google search trends
Recommendation: Work with an agency to better understand keyword search trends and develop a strong keyword targeting strategy
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Best Practices for Video Optimization on YouTube
#2 Customize your YouTube channel
RECOMMENDED: Apply for a YouTube brand channel
Feature User Channel Brand Channel
Channel Banner No Yes, 960x150
Background Image Max 256 KB Unlimited/self-hosted
Auto-play featured video No Yes
Watch page banner No Yes, 300x45
More from [name] box expanded – on watch page
No Yes
Custom channel gadgets No Yes, 2 max, self-hosted
Advertising No (except around copyrighted material)
No
Cost Free Media investment*
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Best Practices for Video Optimization on YouTube
#2 Customize your YouTube Channel
Brand Channel User Channel
VS
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Best Practices for Video Optimization on YouTube
#3 Create good quality videos (preferably HD) for a great viewing experience
There’s nothing worse than a fuzzy video image and out-of-sync audio
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Best Practices for Video Optimization on YouTube
#4 Search optimize your videos to increase discoverability
Make it easier for users to find your channel and videos:
Create a catchy and relevant video title
Tag your videos with top searched keywords that are reflective of your content
Include important key phrases in your video description
Choose the best fit category for your video (Health, Education, Entertainment)
Title
Keywords
Category
Description
Source: http://www.youtube.com/watch?v=U2Y9YSvL-KE
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Best Practices for Video Optimization on YouTube
#5 Use YouTube annotations
A great way to organize your videos: URL annotations can be used to link multiple videos together if you have a video series
Annotations can be used to highlight specific parts of a video
Annotations can be used to build a great linking structure within your video
Do not include too many annotations that may distract the viewer
Link
More Videos
Source: http://www.youtube.com/user/mysteryguitarman
Channel views: 30,338,909
Total Upload views: 209,342,501
Subscribers: 1,666,058
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Best Practices for Video Optimization on YouTube
#5 Use YouTube Annotations
Example:
Links
Source: http://www.youtube.com/watch?v=dsmpjFN5xS0
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Best Practices for Video Optimization on YouTube
#6 Use your channel and videos as a portal to other content on your website
#7 Analyze YouTube insightsRECOMMENDED: Keep your videos to less than 5 minutes
Check analytics to see which videos are being viewed most, demographic data of subscribers, and Hot Spots to measure audience attention
Links
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Best Practices for Video Optimization on YouTube
#8 Brand your video with your logo
Include your logo on your videos and/or include your hospital, medical center name in the video title and keyword tag
#9 Allow users to rate and comment on your video
Monitor and analyze comments, Likes/Dislikes
#10 Include a call to action (CTA)
You can do so creatively with CTA language and annotations within the video
Donate Now Visit Our Website Share this video with a friend
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YouTube Channel Evaluation:
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40Navigational links? Call-to-action button?
CTA Opportunity: Subscribe to our channel!
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41 Relevant Video Title
Detailed Description
Keywords: “stress fractures” “marathon injuries” “sports injuries”
Branding
Specialist video featuring a doctor,
talking about a specific medical
condition
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Keywords: “athlete injury” “tibia stress fracture”
“runner groin pain” “metatarsal stress fracture” “femoral neck stress fracture”
Video length – Keep it under 5 mins
Suggested Improvements
Video lengthSplit into 2 videos
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Include annotations for links to your
website and links to other videos in your
playlist
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Online video represents a huge opportunity to reach your customers with a new, compelling format
YouTube is the home for online video. If your customer is online, they’re on YouTube!
YouTube offers solutions for any health advertiser, with the targeting and measurement to meet any campaign objective
Success on YouTube can be driven with 3 options: • User Channel• Promoted Video + CTA• InVideo Display + Video Targeting Tool
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Key Takeaways
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Q & A
Thank You!
Contact us today to learn how EMG can apply its expertise in healthcare social media best practices and more to a number of your campaigns!
Toll Free: (866) 62-EARTHwww.visitemg.com
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NEXT WEBINAR:
Thursday, February 10th
11AM-12PM (PST)/2PM-3PM (EST)
Healthcare and Lead Generation:How to Target Health Consumers Online
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