YouTube Success Stories for Marketers #SMX #34D
October 2, 2014
Grant Tilus CollegisEducation.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 Marketing MnSearch.org
• @GrantTilus • Plus.Google.com/+GrantTilus
#SMX #34D @GrantTilus
Grant Tilus 2
• 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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Internal Experts
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 Works 13
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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 in^luencers • In^luence personalized search results
• YouTube integration • SEO bene^its
• The Weird and Magical Powers of Google+ bit.ly/gplusmagic
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Embrace Google+
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Create Your Content Strategy
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Types of Hangouts
• Live public
• Live invite only
• Non-‐live invite only
• Mobile
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Think About Your Audience
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Focus on the Idea
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Be Different
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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 #SMX #34D @GrantTilus
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Utilize Keyword Topics
• Gain organic search traf^ic
• Become known as a subject matter expert
• Helps make ^inding 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
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“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
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• Develop and test ideas for hangout on air content
• Understand the audience you’re 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
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• 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
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• Common Issues: – Audio/video lag – Screen ^lashing – 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
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• Create a conversation outline not a script
• Focus on key points
• Help everyone understand the conversation ^low
• Preplan any use of the hangout on air apps
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Practice Makes (Almost) Perfect
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• Random interruptions
• Internet connection issues
• Technology fails
• Always have a backup plan
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Be Prepared for Anything
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2. Video Production Recap
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• Select the right equipment
• Get familiar with the technology
• Understand how to identify areas of improvement
• It will take some 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
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• 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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rasmussen.co/babysafetyhangout
Utilize an Event Page
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Pre-‐Event: Email
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Pre-‐Event: Social
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• 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
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• Video trailers
• Hypemyhangout.com
• Guest interviews
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Pre-‐Event: Video
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Pre-‐Event: Search
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• 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
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• 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
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Send a Reminder 64
• Blog content – Event recap – Expert tips – Quotes
• Paid promotions • Outreach • Database • Create a viewers circle
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Post Event Promotion
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• Develop a well-‐thought out video content strategy – Find a show format that works – Determine the right topics and messaging – Create 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
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This presentation is online here: bit.ly/GrantTilusSMXEast2014
Follow:
@GrantTilus Plus.Google.com/+GrantTilus
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Thank You!
#SMX #34D @GrantTilus
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