#pubconPresented by: Grant Tilus, Collegis Education

Creating Excellent Video Content with Hangouts On Air

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Associate Inbound Marketing Manager

Content Marketing Director

Who’s This Guy?

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I Have a Confession

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Many of Our Audiences Are as Well

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

89.7 million smartphone video viewers

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

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It May Have Changed Our Lives

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All Gen Z Has Known

Nearly half conduct research on YouTube

93% visit at least once a week

54% visit multiple times a day

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Video Continues to Grow

• Video viewers on all digital devices will pass 200 million in 2015

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

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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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Does a Brand Good

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

97% increase in purchase intent for viewers who enjoyed a video

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Easier Said Than Done

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Competition Is Fierce

Videos in the Facebook News Feed increased 3.6x YoY

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

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Our Content Creation Struggles Continue

50% producing engaging content

44% producing content consistently

40% producing a variety of content

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Videographers We Are Not

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Budgets Are Tight

What drives the cost of online video content?• Time

– Pre & post-production• Tools

– Equipment & software• Talent

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No More Excuses

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Hangouts On Air

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Lots of Brands Are Using This Tool

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Create a Variety of Video Content

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Interviews

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Discussion Panels

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How-Tos

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Podcasts

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Question and Answer

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Thought Leadership

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Demonstrations

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Cause Awareness

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Raise an Issue

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Showcase a Lifestyle

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Customer Testimonials

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Questions to Ask Before You Get Started

• What are our KPIs?• Who are we targeting?• What phase of the funnel?• What’s our budget?• How can we be differentiated?• Are we comfortable being

transparent?• Do we have internal support?

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Top 10 Hangouts On Air Fails

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To Learn From

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10. Forgetting to Optimize for YouTube• YouTube SEO

• Increase brand exposure– Awareness optimization

• Showcase your brand identity

• Develop brand affinity

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10. Forgetting to Optimize for YouTube

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• Add Metadata in the About Section

• Input Channel Keywords• Link to Your Owned Properties• Showcase Your Brand w/ Cover

Art• Add Your Watermark• Create Channel Trailers• Create Descriptive Playlists• Feature Important Content• Set up Remarketing to Viewers

• Upload Content in HD• Use Optimized File Names• Use a Custom Thumbnail• Detailed Video Title and

Description• Include Tags• Complete the Advanced

Settings• Include the Text Transcript• Add Annotations & Cards

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9. Not Taking Control of the Technology• Hangout set up

– Test the network bandwidth• SpeedTest.net• Avoid Wifi

• Managing the video feed

• Understanding the apps to use– Screenshare, Q&A, etc.

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8. Neglecting to Test Your Equipment

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7. Choosing an Awful Host

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What the host needs to be:• Engaging• Knowledgeable• Cool under pressure• Able to control the

conversation• Fully invested

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6. Figuring You’ll Just Wing It

• Develop your structure– Nose, Body, Tail

• Follow a program outline• Avoid inside jokes & rabbit

holes• Promoting your event• Length matters

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5. Undervaluing the Hangout Participants• Talent acquisition

– Individual vs. organization authority

– Audience influencer– Let them do most of the talking

• Participant training– Test audio & video feeds– Shot framing– Look at the camera

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4. The Video Is a Dead End

• Include appropriate calls to action

• Drive viewers to online assets

• Answer all questions from the audience

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3. Thinking that View Count Is All That MattersFocus on your R.E.P.• Retention• Engagement• Participation

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2. Moving on Before the Work Is Done• Editing & optimizing

• Promoting the content

• Repurposing with purpose

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1. Missing Opportunities to Build Your Brand• Strengthen your personal

brand

• Showcase your organization’s brand

• Branding your background

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Thank You• Grant.tilus@collegiseducation.c

om

• www.collegiseducation.com

• @GrantTilus

@GrantTilus