Educated LinkedIn's EMEA Sales Organization (Marketing, Talent & Sales Solutions) on alternative social media and digital offerings within the market. Objective of the training was to support sellers in practicing consultative selling.

1. LinkedIn Social Media Series: YouTube & Google+
July 2012
Nadia James
Account Planner UK
Jonathan Bradford
Associate Solutions Consultant UK,FR,NL

2. Social Media Landscape series : Session program

3. Disclaimer
A few things to keep in mind:
• Marketing is a fast moving market place and so product suite is subject to constant change
• Engagement rates and costs aren't often publicly available. However guidelines based on
public information have been included as guidelines only
• Social is an ever changing industry and so best efforts have been made to ensure
information is current and valid
• An effort has been made to ensure the material is impartial
• This deck is not intended as a LinkedIn Vs other platform sales story

4. Learning objectives
• An overview of the platforms
• Recent member milestones & usage stats
• A few current events / recent product
releases
• An overview of their go to market approach
and commercial product offering ( where
they have one)
LI sales team better informed about other social
platforms.

6. Ice Breaker
Which Video has had the most views on YouTube?

7. YouTube's vision is to give everyone a
voice, to evolve video and to make our
partners and advertisers successful.

8. Company Milestones
Feb 2005 Jul 2006 Aug 2006 Oct 2006 June 2007 Oct 2008 Nov 2008 Apr 2009
First video 100M video Launch 1st ad Acquired by Mobile site CBS & MGM Promoted Videos Shows and Films
upload views per day & unit— Google for $1.6B launched launch full-length & Pre-Roll ads launch
65,000 new daily Participatory programming launched
video uploads Video Ads
May 2009 Jun 2009 Jul 2009 Oct 2009 Oct 2009 Jan 2010 May 2010
20 hours of video Launch Auto- 3D Launched Sign first major Live Stream of YouTube Rentals YouTube exceeds
uploaded every Share to social network deal U2 Concert launched 2 Billion views
minute networks and with Channel 4 per day
Web mail

9. Quick Stats
800M+ 27.4M
Unique visitors UK Unique Visitors
(9.6% YoY growth)
400M+ 20%
Mobile views per day Global views come from
mobile devices
72 hours 700
Of video uploaded each Youtube videos shared on
minute Twitter each minute
*Assume figures are monthly, unless otherwise noted.

10. Audience Demographics
27.3% of
visitors are
from London
65% Reach of 81% Reach of
women aged men aged 18-34
18-34
Age
15-24 25-44 45+
19%
92% Reach over 2.5M Mums
42% 52.6% of visitors
N. Ireland Internet use YouTube
are social grade B
39% Audience
or C1

11. Value Proposition

12. Product offering
Ads Channels
Brands can reach YouTube’s 800M+ visitors through Ads & Channels.

13. Ads
TrueView In Stream Ad allows viewers
to skip watching an ad after 5 seconds
Reduced audience drop-off by
40% when compared to standard
Appear on Homepage
Appear on Search & Watch pages
In Stream Ads
• Allows advertisers to recreate/repurpose TV
advertising online
InVideo overlay is a 480 x 70 Flash or
• Ads click through to a website or brand
static image that appears at the
channel
bottom of the video
• Includes 300 x 60 companion ad
In Stream Advertising Includes a 300 x 250 companion ad

14. Homepage Takeovers
2 types of takeovers- Masthead & YouTube video
ad units
Cost per day - $375,000 US
£90,000 UK

15. Channels
Customizable
background and API
integration
Users can browse videos
by date added or
popularity
Videos can be listed
Playlists automatically individually, grouped or
play videos within a within feed
queue
Channels allow content
providers to develop
affiliate channels or
partnerships

16. Brand Channels
Discover & engage – Discover a Channel types
brand and watch content User– Brands can edit the look and
Customise – Brands can edit the feel
look and feel Brand – Full moderation of
Control – Full moderation of comments, limit accessibility to certain
comments, limit accessibility to certain demo’s
demo’s Custom Brand – See how many
Analytics – See how many and how and how has visited / viewed
has visited / viewed
Cost
Gadgets – Small web
User– Free
apps or custom ads
which sit on a custom Brand & Custom Brand –
brand page only Free with media spend
range £25k +

17. Partner Program
YouTube sells advertisements on
There are over 10,000 CPC basis for which Channel
Owners jointly profit.
content partners
Content providers can choose which
advertising units to utilise on their
How can they measure activity? page, and optimise accordingly.
• Community actions
(likes, favourites, comments, share Content providers can also optimise
s) video arrangements with tabs by
• Traffic sources vertical, prearranged playlists or
• Audience retention strategic placement of similar
• Track level of subscribers & videos to viewers.
Users who upload original, quality content viewership
and are monetizing at least one video are • Demographics & location
automatically enrolled in YouTube’s Partner
Program.

18. Self-made YouTube partners

19. YouTube’s #1

20. New Initiatives
Live Streaming Rentals
In Oct 2011, YouTube launched 100
original content channels in Oct 2011
• Launched in 2008 with four
partners—Howcast, Next New • Content providers control their
Networks, Rocketboom & distribution window, the rental
Young Hollywood price and duration
• Live streaming has evolved to • Available for watch via multiple
host more well known events devices or offline download
• Top 25 channels now average 1M views per week
such as US Presidential
• Amount of time viewing has grown 4X
Debates, or concerts

22. “
”

23. The value of Google+
Chrome
Playstore Google has 35 publicly released products.
Maps Google+ allows users to seamlessly
connect their usage of Google’s
products. It will also allow Google to
YouTube
graph their user’s behaviour across all of
Shopping Google’s channels.
Search
Gmail

24. In the news

25. Company Milestones
Jun 2011 Jul 2011 Aug 2011 Aug 2011 Sept 2011 Sep 2011
Google Google+ has Google+ users YouTube videos Open Will.i.am.
introduces 10M users receive 150 can be watched membership to Broadcasts first
Google+ project invitations to with friends via everyone over public Hangout
give out Hangouts 18 years old
feature
Oct 2011 Jan 2012 Jan 2012 Sep 2012
Google+ has 40 Google Google+ opens Google+
million users announces membership to announces
“Search, plus teenagers 400M members
Your World”

26. Quick Stats
400M 4M
Members UK Monthly Uniques
100M 10M
Monthly Active Users Page Views
Google’s release of Google+ as a
12 minutes social layer has caused wariness
of engagement stats they’ve
Per day in Google+ stream
released.

27. Audience Demographics
42.06% Single
27.39% Married
1.35% in an open
relationship
0.43% in a civil union Top 5 pages
followed on
67% Male 32% Female Google+
The “+1” button is
20% of users are served over 5 Billion
Students times per day Top 10 Brands on Google+ (UK only)
3.8% of users
are based in
the UK

28. Google+ Profile

29. Features
“+1” serves as a user
Circles allow users to group recommendation
connections by which social
circle they fall under
Google+ Local
Users can share or follow circles
Hangouts allow users to host
to build up news feed content
or join video chats
Events

30. Mobile
User stream Group Chat Hangouts Events
Google migrated all of the flagship features of Google+ onto its
mobile (and newly released tablet) applications.

31. Brand Pages
Highlights
• Brands must manually segment
their audiences using Circles for
sharing content Encourages site visitors to
• Hang Out functionality is share or recommend a
available to brands
brand’s content within their
• Ripples is a visual guide for
Google+ network
brands to track who has
publicly shared a post or URL
and the comments they’ve
made
Google does not offer ads
on the Google+
1M+ Business and brand pages platform, however brands Brands can add a Google+
created in the first 6 months of can target Google users Badge to their site in order to
direct traffic to Google+ page
Google+ with socially enhanced ads

32. Google+ integration
Direct Connect aligns Google+ with Gmail integration
• Google+ users can stay within Gmail
search. environment when replying to Google+
email notifications
• Users can comment on, view, and "+1"
posts from within Gmail
• Activity will appear in user’s Google+
stream in real time
Google+
Google+ members can use circles as
search filters in Gmail YouTube

33. Key Takeaways
• Scale and engagement of viewers on YouTube is growing RAPIDLY
• YouTube has launched initiatives that place it head to head with
traditional TV broadcasting—live streaming, rentals & original
content channels
• YouTube offers distinct value propositions to its channel partners
and advertisers
• Google+ is a social layer (not just a network!)
• Google is rapidly integrating Google+ features across its full
product offering (ie. Gmail, search & Youtube)

34. Questions?

35. Appendix

36. Home page layout
Search of entire site Site visitors are required
to create a free account in
order to upload, comment
or like videos
Videos are
Users can subscribe to recommended to
“channels,” accounts users based on their
that upload video site behaviour
regularly

37. In the news

38. iPad

39. Google+ Comscore stats
1000
• Monthly
900
Uniques
• Monthly
page views
500
300 300
246
128 111 97
89
0
Apr-12 Jun-12 Jul-12 Sep-12