Presentation given at YouTube Workshop for the Digital Marketing for Medical Devices West 2012 Conference in San Diego.

1. Workshop: Overcoming the
Apprehensions about Online Video
Presented by Ward Tongen
Principal Digital Strategist, Interactive Marketing

2. YouTube is not
the Bogeyman
Slide 2

3. About Me
• Over 15 years of Internet-related experience
• Started search marketing over 10 years ago.
• President of MN Search Engine Marketing Association
• Subject-matter expert in the areas of web
metrics, search marketing and social media to Medtronic
marketers in the U.S., Europe, and Australia.
• Now Principal Interactive Strategist at Medtronic
Neuromodulation
• Led the launch of several YouTube Channels at
Medtronic.
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4. Questions for You
• How many of you:
– watch YouTube on your TV at home?
– have personally uploaded a video to YouTube?
– have posted a comment on a YouTube video?
– use YouTube in your online marketing strategy now?
– create video content specifically for YouTube?
– advertise on YouTube?
• What are you trying to get out of this workshop?
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5. YouTube Trivia
YouTube Statistics ???
Hours of video uploaded to YouTube every minute
Number of videos viewed on YouTube everyday
Number of unique visits to YouTube every month
Total number of hours of video watched on YouTube each month
Percent of YouTube visitors that come from outside the U.S.
Number of countries with localized versions of YouTube
Total number of languages YouTube is broadcast in
Total number of views YouTube had in 2011
Amount of money Google paid for YouTube in November of 2006
Amount Sequoia Capital invested into YouTube in November 2005
User submitted video with the most views – "Charlie bit my finger"
Source: YouTube, 3/26/2012
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6. Workshop Outline
1. The YouTube Phenomenon
2. The YouTube User Experience
3. YouTube Search
4. YouTube Advertising
5. How can you demonstrate the value of YouTube to your
organization?
6. How can you manage risk and address legal and
regulatory concerns?
7. Measuring YouTube
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7. YouTube Health Channels
Sponsored by Medical
Institutions and Industry
Johnson and Johnson
www.youtube.com/JNJhealth
Mayo Clinic
www.youtube.com/MayoClinic
Medtronic Chronic Pain
www.youtube.com/MedtronicChronicPain
Cleveland Clinic
www.youtube.com/ClevelandClinic
Medtronic Diabetes
www.youtube.com/MedtronicDiabetes
U of Maryland Medical Center
www.youtube.com/UMMCvideos
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8. The YouTube Phenomenon
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9. What we already know…
• The world – and its consumers – have changed
• The Internet is a global revolution & therefore a global
opportunity
• The Internet is the Top Health Resource
• Search is a primary driver of health traffic online and can
provide instant answers to questions
• Consumers know what they want from us.
• Health consumers & health care professionals use
mobile to search for health information wherever they go
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10. Audience & Demographics
Profile by:
• Age/Gender
• Education
• Ethnicity
• Family Status
• Income
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11. Manhattan Research 2010
• Adoption of online health video among U.S. consumers
online for prescription drug information in particular,
growing from 21% in 2007 to 48% in 2009.
• Online health video drives action among this segment -
nearly three quarters of consumers performed additional
research after watching health videos online.
“In 2010, the conversation has shifted away from whether physicians are
online to understanding the degree to which digital content is changing
the way physicians practice medicine,” said Meredith Ressi, VP of
research at Manhattan Research. “Professional use of smartphones and
online user-generated content are no longer early adopter activities of a
tech-savvy few – these types of activities are the norm for the majority of
physicians today.”
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12. Consumers Watch Health Videos More Than
Food & Celebrity
Slide 12 Used with permission from Google

13. The Majority Watch Condition-Specific Videos
Slide 13 Used with permission from Google

14. 85% Take Action as a Result of Watching Online
Health Videos
Slide 14 Used with permission from Google

15. Why YouTube and not another Video Platform?
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16. YouTube User Experience
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17. The YouTube User Experience
Finding Videos:
• Search
• Browse
Watching Videos
• Channel
• Playlist
• Leanback
• Ability to queue videos
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18. YouTube Leanback – Personalized TV
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19. The YouTube Facelift in December 2011
• Easier for viewers to find and watch
their favorite channels
• Easy to navigate and as compelling
to watch as cable TV
• Reorganized to display three main
vertical columns instead of scattering
clips in horizontal rows
• More attractive to watch on large-
screen TVs
• Site users now stay for 418 minutes
per month, an increase of 60% over
last year
• Subscriptions to Channels have risen
50%
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20. YouTube Search
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21. Web Search Interest in YouTube
In 2009 YouTube Search Accounts for
Nearly 28% of All Google Searches
- Comscore
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22. The YouTube Search Results Page
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23. YouTube Advertising
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24. Ad Spending
Video ad spending
will jump more than
twice as much as
any other format or
the overall market
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25. Ad Spending
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26. Build a Hub for User Interaction
Create a Home on YouTube
Free brand channel and
customization
Build your own custom gadget
that truly represents your brand
and campaign.
Integrated social strategy:
CBR, Facebook and Twitter direct
links
Build a Loyal Audience
Each new video uploaded will
auto-populate into logged-in
users homepage
Slide 26 Used with permission from Google

27. Engagement Programs on YouTube
Home Page Takeovers Home Page Masthead Home Page Expandable Ads
Contests Brand Channel Gadget
Slide 27 Used with permission from Google

28. Promoted Videos
Drive traffic to your YouTube video content from search and
watch pages
User clicks on Watches Your User arrives at
Promoted Video Video Content, Your Website
link User clicks on
free Call-to-
Action overlay
Slide 28 Used with permission from Google

29. Display Ads (300x250)
Brand the Watch and Browse Pages while showing Above
the Fold next to videos
Slide 29 Used with permission from Google

30. InVideo Overlay (480x70)
Reach users within the video player while they watch the video
InVideo ads on YouTube generally receive high clickthrough rates (>1%),
especially when coupled with a companion 300x250 ad.
Slide 30 Used with permission from Google

31. InStream Ads (15/30 sec. video + optional 300x60 companion)
Online commercials which show against YouTube’s long and short-form partner content
Reach users pre, mid and post-roll while they watch the video.
Slide 31 Used with permission from Google

32. Integrated Marketing Mix Example: Concerta
Search
Network
Display
Network
YouTube
Slide 32 Used with permission from Google

33. Target relevant content and target ads to your key
audiences on YouTube
Target by:
• Demographic
• Geographic
• Language
• Interest Category
• Remarketing
• 3rd Party Audience Data
• User Type
• Uploader Content
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34. Retargeting
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35. The Value of YouTube
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36. Demonstrate the Value of YouTube
• Video is rich, interactive media
– Video emulates the engagement of TV, but is more measurable
• YouTube remains the dominant online video destination
– YouTube is the second largest search engine behind Google
• Using YouTube increases your brand entry points
• Deliver videos in mobile format
– for a wide variety of mobile platforms
• Syndicate your Videos
– with ability to embed them on 3rd party websites and share
activity on social media channels
• Professional content to support ads
– Ad Targeting and metrics insight.
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37. Regulatory Reminders
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38. Don’t just throw it over the wall.
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39. Best Practices for YouTube Videos
Fair Balance Include risk information language (based on product labeling) within the video using a
level of detail that is commensurate with that used for benefits
For existing videos only this information may require either audio or text on the screen
within the video and should be conspicuous.
For future videos, the risk information should be incorporated in the main audio/video
script.
The amount of risk information needed in new videos depends on the amount and nature
of the benefits discussed, in order to achieve fair balance.
DTC Disclaimer Include a DTC disclaimer at the end of the video as both audio and text.
.
Display a link to the brief statement near the video on the YouTube page or
Brief Statement in a statement at the end of the video as text.
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41. Measuring YouTube
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42. YouTube Metrics Reporting and Analysis
• YouTube provides free analytics for your channel.
• Use YouTube Insight to optimize your videos and
provide reporting.
• Data includes:
– views, subscribers, likes, comments, shares, location and
gender; and per-video metrics.
• It is possible to Integrate Google Analytics to track and
measure several aspects of YouTube as well.
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48. Content ID: a tool to give rights holders control
• Block, Monetize, or Track Viewing Metrics. It's
Automated, and It's Free
YouTube's state-of-the-art technologies let rights owners:
• Identify user-uploaded videos comprised entirely OR
partially of their content, and
• Choose, in advance, what they want to happen when
those videos are found. Make money from them. Get
stats on them. Or block them from YouTube altogether.
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49. Some Final Advice
• Watch a lot of YouTube
• Customize the appearance of your channel
• Keep your videos short
• Don’t expect your video to go viral
• Optimize your videos and buy some ads
• Learn from comments, hot spots and A/B testing
• Find your niche
• Create content specifically for YouTube
• Choose featured videos wisely and change often
• Analyze your metrics
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50. THANK YOU! Here are a few resources:
YouTube Advertise How-to Guides YouTube Trends Dashboard
http://bit.ly/Hl4Iic
Reaching Health Information Seekers on YouTube Reaching Health Care Professionals on YouTube
http://bit.ly/I915wk http://bit.ly/I7Fb9X
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