The document discusses strategies for engaging audiences across multiple platforms. It recommends taking a multiplatform approach to content, distribution, and marketing. Key points include distributing content on digital platforms to reach niche audiences, delighting viewers wherever they are found, and using different platforms' capabilities to expand creative possibilities. Lighting up additional screens can drive revenue through underwriters and donations. The document also provides best practices for YouTube, such as getting straight to the point, maintaining eye contact, using consistent hosts, publishing regularly, knowing your audience, emulating successful formats, being authentic and conversational, collaborating, and experimenting.

1. Light Up Every Screen
Engaging Multiplatform Audiences
Don Wilcox
VP, Multiplatform Marketing & Content

2. Our Multiplatform Philosophy
1. Multiplatform is the new normal for content, distribution and marketing.
2. Digital audiences are additive, not cannibalistic. More is more!
3. Niche audiences can be found on digital platforms. Superserve them.
4. Conversion is not the primary goal. Delight viewers wherever you find them.
5. Platforms have varied capabilities and audience preferences. Plan accordingly.
6. Digital platforms allow you to expand your creative palette. Imagine the possibilities.
7. Make sure your brand follows your content. Attribution is unclear to many users.
8. Lighting up additional screens can drive revenue (underwriters and donations, in our case).

3. Multiplatform Integration – Broadcast
Bear Caption GeneratorAnimal Personality Quiz Favorite Animal Poll

4. Multiplatform Integration – Web Site
Social hub with UGC activities
and visualizations
Photos, animal facts and
interactive features
Live streaming and clips

5. Multiplatform Integration - Social
Live GIFs, polls, factoids, UGCYouTube shoulder programming FB/IG video – 360, live and clips

8. 1 Billion
Lifetime Views
40+
Million
Monthly Views
5.4
Billion
Minutes Watched
18+
Million
Social Actions
(Lkes/Comments & Shares)
13 Million
Subscribers
15+
Active
Series
N e t w o r k O v e r v i e w

9. 38%
Watch on Mobile
Including ‘Best
Host’ & ‘Best
Remix’
9
W E B B Y S
10
T E L L Y S
Including ‘Best Branded
YouTube Channel’
2
M A S H I E S
83%
Age 13-34
73% Male
27% Female
13-17 18-24 25-34 35-44 45-54
Au d i e n c e

11. YouTube Best Practices

12. 1. Get to the point – you’ve only got seconds. No opening titles!
2. Maintain consistent eye line to camera; address your viewer.
3. Simple cuts are easier for the brain to process on smaller displays.
4. Graphics can add visual interest, illustrate concepts and move things along.
5. Use the same host(s) from start to finish.
6. Publish on a regular schedule; reliability pays off.
The Basics

13. Know your
audience.
Is there one?
Keep them
in mind, always.
YouTube Best Practices

14. YouTube Best Practices
Emulate what is
already working.
Put your spin on a tried
and true format.

17. YouTube Best Practices
Be authentic.
Independent voices
are the lifeblood of
YouTube.

18. YouTube Best Practices
Be conversational.
Address the audience,
invite commentary
and respond.

20. YouTube Best Practices
Collaborate with
other creators.
Cross-pollination of
ideas and audiences
will drive growth.

21. YouTube Best Practices
Don’t be afraid
to experiment.
Try things and see
what sticks.

22. YouTube Best Practices
Follow the Basics
Know Your Audience
Emulate What is Already Working
Be Authentic
Be Conversational
Collaborate With Other Creators
Don’t be Afraid to Experiment

23. Thank You!