Mark McMaster, Global Team Lead for Brand and YouTube at Google, shares proven techniques to maximize the value of your YouTube presence. These webinar slides will help you: -Develop a winning video strategy for your company -Discover specific tactics to attract and engage core customers -Understand the value of a YouTube view -Grok the relationship between YouTube and successful search campaigns

1. Mark McMaster
Global Team Lead for Brand and YouTube, Google
OPTIMIZING VIDEO CONTENT
ON YOUTUBE
Seth Dotterer
VP of Marketing, Conductor

2. Use the questions box to submit
questions throughout the
presentation
QUESTIONS

3. #OptimizeYT
@conductor @Dotterer
JOIN THE SOCIAL CONVERSATION

4. SPEAKERS
Mark McMaster
Global Team Lead for Brand and YouTube, Google
Seth Dotterer
VP of Marketing, Conductor
#SEOSuccess

5. Google Confidential and Proprietary
The value of engaging your customers with video
How to develop a successful video content strategy
Measuring and optimizing return on investment

6. Google Confidential and Proprietary
The value of engaging your customers with video
How to develop a successful video content strategy
Measuring and optimizing return on investment

7. Google Confidential and Proprietary
4:24 4:28
3:11
5:46
2010 2014
TV Digital
Time spent with digital vs. TV

8. Google Confidential and Proprietary
1960 1970 1980 1990 2000 TODAY
25
grp’s
22
grp’s 5
grp’s
Network Broadcast Channels
Cable Channels
Online Video Channels
3
500
∞
Sources: Nielsen!
TV audiences are fragmenting

9. Google Confidential and Proprietary
one screen
limited content
appointment viewing
multiple screens
infinite content
on-demand viewing
Then Now

10. Google Confidential and Proprietary
100M+ people
share, comment or like YouTube videos each week
100 hours
of video are uploaded on YouTube every minute
1 Billion
unique users visit YouTube each month

11. Google Confidential and Proprietary
45%
of M18-34 will visit YouTube today (more
than watched the Super Bowl)
5x
as many consumers will watch online
video today as visit Wal-Mart

12. Google Confidential and Proprietary

13. Google Confidential and Proprietary

14. Google Confidential and Proprietary
Sources: BCG, Booz & Co, eMarketer, PEW institute, GFK, Quantcast
Community
Activate their networks
to achieve goals
Creators
Leveraging technology to create
more and better content
Curators
Expert curators, helping them find
and share what matters
Connectors
Constant connection to the people
and things they care about
Relationships with media are changing

15. Google Confidential and Proprietary15
What’s the difference
between a commercial
and content?

16. Google Confidential and Proprietary
- Howard Luck Gossage, Iconic Ad Man
"The real fact of the matter is that nobody
reads ads. People read what interests
them, and sometimes it's an ad.”
Move people to choose your brand

17. Google Confidential and Proprietary
YouTube Homepage
TrueView
Brand Channel
Sponsorship
Tools for marketers on YouTube

18. Google Confidential and Proprietary
The value of engaging your customers with video
How to develop a successful video content strategy
Measuring and optimizing return on investment

19. Google Confidential and Proprietary
HYGIENE
HUB HUB HUB HUB
Jan Mar May Jun Jul Aug Sep Oct Nov DecFeb Apr
HERO HERO HERO
Editorial Calendar to align with your Annual Marketing Plan
Hero Content
Large-scale, tentpole events
or “go big” moments that drive
awareness at scale
Hub Content
Regularly scheduled
“push” content around
customer passions
Hygiene Content
Always-on “pull” content
optimized to users’ intent
and interests
One video strategy, three types of content

20. Google Confidential and Proprietary
How-to’s, Demos,
Customer Service Original Series, Success
Stories, Passions, and Interests
Product Launches &
Seasonal Campaigns
Hero
Multi-Channel Media
TV, Out of home, YouTube
Masthead, Engagement Ads
Hub
Targeted Media
TrueView In-Stream,
Engagement Ads
Hygiene
Intent based Media
TrueView In-Display,
Category Search
Align content to marketing and media plans

21. Google Confidential and Proprietary
HYGIENE HEROHERO
Search Browse
Consumers are looking for answers
Brands can be the most compelling answer to
those questions
Consumers are looking to be entertained and
ready to be distracted
Brands can entertain and inspire through
emotional storytelling
Connect differently based on user intent

22. Google Confidential and Proprietary
MediaSpend/Reach
Time
Hero: Act like an advertiser for
your hero moments
Hub: Act like a YouTube content
creator for your hub and serial
content
Hygiene: Act like a YouTube
content creator for your hygiene
always on content
Yearly Marketing Plan
Produce video differently for each moment

23. Google Confidential and Proprietary
Case Study: Volvo Trucks
HERO
increase brand awareness
find new customers and
drive sales
GOAL RESULTS
Hero: A series of “epic stunts”
Hub: Original episodic content
oriented towards the trucker
community
Hygiene: In-depth FAQs about their
truck technology
70 Million video views
46K subscribers on
YouTube brand channel
APPROACH
HUB HYGIENE

24. Google Confidential and Proprietary
You don’t need an action star for great content

25. Google Confidential and Proprietary
The value of engaging your customers with video
How to develop a successful video content strategy
Measuring and optimizing return on investment

26. Google Confidential and Proprietary
Marketers have always been interested in
reach, engagement and accountability.

27. Google Confidential and Proprietary
Watch trailer
Check show times
Find nearest theater
Buy tickets
superman movie
5:30p
We’re drawn to relevance

28. Google Confidential and Proprietary
tony’s pizza
delivery
11:02p
amc theater
buy tickets
5:37p
comic-con
2013
2:51p
waterproof
eyeliners
10:01a
best pizza
delivery sf
10:26p
candy crush
download
9:38p
who won
giants game
3:35p
sephora sf
12:41p
superman
showings
11:08a
sephora
eyeliner
review
10:30a
superman
trailer
8:11a
nearest
coffee shop
sf
7:43a
Digital moments throughout the day

29. Google Confidential and Proprietary
tony’s pizza
delivery
11:02p
amc theater
buy tickets
5:37p
comic-con
2013
2:51p
auto lease
deals
10:01a
best pizza
delivery sf
10:26p
candy crush
download
9:38p
who won
giants game
3:35p
directions
to nissan
dealership
12:41p
superman
showings
11:08a
average
mpg suv
10:30a
superman
trailer
8:11a
nearest
coffee shop
sf
7:43a
superman
trailer
8:11a
waterproof
eyeliners
10:01a
sephora
eyeliner
review
10:30a
superman
showings
11:08a
sephora sf
12:41p
amc theater
buy tickets
5:37p
best pizza
delivery sf
10:26p
tony’s pizza
delivery
11:02p
These moments form a customer journey

30. Google Confidential and Proprietary
Google Confidential and Proprietary
30
Google Confidential and Proprietary
30
Millions of people, billions of moments

31. Google Confidential and Proprietary
Google Confidential and Proprietary 31Google Confidential and Proprietary 31
what’s in
theaters now
11:16a
superman
movie
3:29p
movie
theatre sf
5:27p
superman
trailer
5:26p
amc theater
buy tickers
5:37p
nearest
movie
theatre
7:01p movie ticket
prices
3:41p
Which moments matter to your business?

32. Google Confidential and Proprietary
There’s a simple way to think about this

33. Google Confidential and Proprietary
Always
There
Always
Optimized
Always
Relevant

34. Google Confidential and Proprietary
On the #2 search engine in the world

35. Google Confidential and Proprietary
With the right content

36. Google Confidential and Proprietary
On all devices
More than half of YouTube watch-time happens
on mobile and tablet devices

37. Google Confidential and Proprietary
Always
There
Always
Optimized
Always
Relevant

38. Google Confidential and Proprietary
Relevant to intent

39. Google Confidential and Proprietary
Relevant by choice
Skip Ad >>

40. Google Confidential and Proprietary
Relevant to content
Google Confidential and Proprietary 40Google Confidential and Proprietary 40

41. Google Confidential and Proprietary
Relevant to behavior

42. Google Confidential and Proprietary
Always
There
Always
Optimized
Always
Relevant

43. Google Confidential and Proprietary
For the ideal video experience
VS.
For your
audience
Playback
locations
Engaging
creative
Conversions
and ROI

44. Google Confidential and Proprietary
Track all types of metrics
Impressions
Watch time
Likes
Shares
Follow-on
views
Subscriptions
Brand channel
visits
Brand lift
Search lift
Site visits
Sales lift
CPA, CPC
US Marine Corps:
4.26% incremental reach
at 40% savings
Rick Case Honda:
2X no. of trade-ins
from a competing
make; 12X ROI
Dermablend:
Search uplift; increase
in e-commerce site
visits.
Chevrolet:
Large net
increase in no.
of subscribers
All case studies available at google.com/think

45. Google Confidential and Proprietary
So what do you do tomorrow?
Are you always there?
1. Search for your brand not only on
Google, but also on YouTube. How
much branded content on your
product or service can you find?
2. Now look again. What types of
user-generated content related to
your product or service are most
popular? Are you creating similar
content for your brand channel?
3. Search for yourself on your mobile
device. Are your videos optimized
for mobile viewing?

46. Google Confidential and Proprietary
So what do you do tomorrow?
Are you always relevant?
1. Search for your product or service
and look at the TrueView in-search
ads that appear. Are your ads truly
relevant to the query?
2. Watch any type of forced ad. Are you
really paying attention all the time? As
the advertiser, how much would you
pay for the amount of attention you
just gave to the ad?
3. Browse some content on the web,
and check if the ads you see are
relevant to the site content, your
interests, or your behaviors. Wouldn't
it be nice if they were?

47. Google Confidential and Proprietary
So what do you do tomorrow?
Are you always optimized?
1. Ask yourself how much value you
assign to the first video view in a
customer journey.
2. Choose a video on your channel
and get the YouTube Analytics
report from your account manager.
Where do people tend to drop off in
the video? Can you modify your
creative to increase retention?
3. Calculate the value of a phone call
or store visit and check to see if
you're attributing any of it to your
online efforts.

48. WPM TEAM
CENTER OF EXCELLENCE
Leadership
Stakeholders
Content
Stakeholders
Technical
Stakeholders
Product
Stakeholders
Sharing & Enabling Sharing & Enabling
Sharing & Enabling Sharing & Enabling
LEVERAGING THE WHOLE ORGANIZATION

49. Leverage YouTube keyword
data to uncover new content
opportunities in Google
search and optimize your
content creation process
CHANNEL INSIGHTS FOR YOUTUBE

50. Key Benefits
· Discover your most popular keywords
driving traffic to your videos
· Take advantage of keyword data from
YouTube to avoid having content gaps
in Google search
· Identify keywords that you don’t
currently track in Searchlight and
quickly add them to enhance your
reporting coverage on Google
CHANNEL INSIGHTS FOR YOUTUBE

63. Gain Insights into your performance on YouTube
Identify topics driving brand engagement on
YouTube to enhance your Search strategy
Discover cross-channel content creation and
improvement opportunities
CHANNEL INSIGHTS FOR YOUTUBE

64. WEB PRESENCE MANAGEMENT
Earn the Audiences Paid Media Can’t Buy
Download
the
Ul4mate
Guide
to
Web
Presence
Management
at
h>p://cdtr.co/wpmguide

65. THANK YOU!
Mark McMaster
Global Team Lead for Brand and YouTube, Google
Seth Dotterer
VP of Marketing, Conductor
#SEOSuccess