do's and don'ts of youtube cause marketing
TRANSCRIPT
Do's and Don'ts of YouTube Cause Marketing Promotion
By @WholeWhale
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Roadmap
• Do/Don’t Cause Marketing + YouTube
• YouTube Nonprofit
• Tactics & Content
• Analytics
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You can’t ‘Make it go viral’so don’t write that check
http://www.youtube.com/watch?v=sRNWFtgXo2E WholeWhale.com
Don’t Sell Out
http://www.youtube.com/watch?v=plWnm7UpsXk WholeWhale.com
Don’t Treat YouTube like
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Do Treat YouTube like…
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Don’t Ignore the Data
Courtesy: dinahsoar.blogspot.com
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Don’t Ignore the Data
#2 Online Search
+ 800 Million unique users/month
+ 4 Billion hours watched/month
+72 Hours uploaded/minute
+25% of views come from Mobile
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Don’t Confuse Tactics & Strategy.Tactics work, until the defense adjusts.
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Do Use Whole Whale Thinking
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Do Content Housekeeping
Design: Does it look good?
Staff: Who is managing?
Content: What are they saying?
Marketing: Where do people see it?
Measurement: How are people using it?
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Annotations + Overlays
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Live Streaming
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Live Hangout
Courtesy: White House photo
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Tactics & Content
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Blitzkrieg
Impact = (Action / Time)* Comm.• Create a simple collective action
• Give a deadline
• Create a simple, social interface
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Creating Urgency
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Recruit a Team that Cares
Care A Lot
Care A Little
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Recruit a team + give them:
• Goals
• Purpose
• Honorary Title
Ask more from people who care
Know the Algorithm
1. Time Watched
2. View Count
3. Likes/Favorites
4. Interactions (comments)
Time + Topic
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Case Study: @DoSomething
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Meme Riding
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Case Study: @KenyaWildTrust
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Case Study: @Octarium
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http://www.youtube.com/watch?v=T0W59PDwFNM
http://Xtranormal.com
Quick Content Ideas
• How to ___• Educational• Amazing/shocking• Animated dialog• Responsive to audience• Meme Riding• Funny/Inspiring• Testimony
= Add Value
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• Choose your own adventure• Contest submission• Live observation of an area• Exclusive interview• Review of___
Analytics: Demographic
http://www.youtube.com/watch?feature=player_embedded&v=AUU9urHAwco#!
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Analytics: Referring
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Analytics: Individual Video
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Thanks!
• More resources:
– 9 ways to promote YouTube Videos
– How to measure your audience with YouTube Analytics
– Do’s and Dont’s of Nonprofits on YouTube
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