Video content - creating, using & utalising video on your website (a case study)
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Transcript of Video content - creating, using & utalising video on your website (a case study)
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Practice.co.nzA YouTube content strategy
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Of driving practice on the road do you think learners need to pass the restricted test?
How many
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Learners need practice in a range of conditions and situations
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We’ve created Practice, an online programme to help learner drivers
1. Become a safe and competent driver, and
2. Pass the restricted test on the first try.
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Practice.co.nz site use(June 2014 – June 2015)
189,700 NZ users
4:25 average visit
duration
35% returning visitors
vs50,634
New 1L issued to 16-24 year-
olds
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2012. The problem: The 12 previous videos weren’t meeting the mark.
2.) 60% of the Practice audience was female – not appealing to young males who had the most serious crashes.
1.) The restricted test became harder.
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We needed new videos… that appealed to all young driver demographics.
What followed was 2.5 years of collaborative effort between many people, including:
Script writerStory Inc.
Production
company Propellor
Driving instructor
Triple A
NZTA technical experts(so many)
ACC/ NZTA
Young Driver Team
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And finally, 41 videos were born.
5 about the
Restricted & Full Tests
41 Videos across 37
topics/skills
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The strategy behind our launch minimised risk. (We’re two Government agencies. It’s par for the course.)
We released videos in sets of 12, and made a page just for logged-in users to view them.
We got ZERO negative feedback in a year! (and some nice.)
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So we branded the channel and opened it up to viewers.
And suddenly the Practice YouTube channel was an important stand-alone way to reach people.
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· Grouping videos by difficulty using playlists is one way we can suggest what the user looks at next.
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· Having a good “About” page is important to build credibility.
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Search engine optimisation strategies and tagging are a huge reason for our organic growth.
Ensuring that all videos contain subtitles improves SEO as well as usability for users with accessibility needs.
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The results:
We’re reaching our target audience.
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A comment is made on YouTube. An email is generated to [email protected].
The comment is reviewed and a decision is made: 1. Wait then
refer to expert2. Report/delete3. No action.
If a response is required, the comment action is recorded via Google Docs spreadsheet against the comment.
Monthly review of all comments and opportunities identified as well as effort/resource required to monitor this .
If a response is required, the response time aims to wait 24 hours and see if another user responds.
Alert Review Record Monitor(Interact)
Managing comments
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So how did we get so many views in a relatively short time? 1. Video content was good - so people
watched to the end and shared2. Good tagging and SEO so that organic
search grew 3. Staged content releases to Practice
users to minimise risk.
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Questions?