Post on 23-Jan-2017
Creating Excellent Video Content with Hangouts On Air
Presented by: Grant Tilus
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Who’s This Guy?
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Associate Inbound Marketing Manager
Content Marketing Director
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We’re Addicted to YouTube
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Our Audiences Are as Well
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98% of 18- to 34-year-olds use a smartphone on a daily basis to consume video content
89.7 million smartphone video viewers
33% of tablet owners watch one hour of video per day on their device
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It May Have Changed Our Lives
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All Gen Z Has Known
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Nearly half conduct research on YouTube
93% visit at least once a week
54% visit multiple times a day
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Video Continues to Grow
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Video viewers on all digital devices will pass 200 million in 2015
By next year, nearly 56% of households will have at least one connected TV
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Supports Your Goals
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52% of consumers who watch product videos say video makes them more confident about purchases
58% of respondents consider organizations that produce video content to be more trustworthy
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Does a Brand Good
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68% who viewed a video correctly recalled the brand when prompted
97% increase in purchase intent for viewers who enjoyed a video
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Easier Said Than Done
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Competition is Fierce
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Videos in the Facebook News Feed increased 3.6x YoY
62% of marketers are focused on creating more engaging and higher-quality content
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It’s a Content Struggle
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50% producing engaging content
44% producing content consistently
40% producing a variety of content
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Videographers We Are Not
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Budgets Are Tights
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What drives the cost of online video content?
Time Pre & post-production
Tools Equipment & software
Talent
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No More Excuses
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Hangouts On Air
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Lots of Brands Are Using This Tool
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Creating a Variety of Video Content
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Interviews
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Discussion Panels
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How-Tos
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Podcasts
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Question and Answer
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Thought Leadership
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Demostrations
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Cause Awareness
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Raise an Issue
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Showcase a Lifestyle
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Customer Testimonials
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Questions to Ask Before Getting Started
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What are our KPIs?
Who are we targeting?
What phase of the funnel?
What’s our budget?
How can we be differentiated?
Are we comfortable being transparent?
Do we have internal support?
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Top 10 Hangout On Air Fails To Learn From
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10. Forgetting to Optimize for YouTube
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YouTube SEO
Increase brand exposure Awareness optimization
Showcase your brand identity
Develop brand affinity
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10. Forgetting to Optimize for YouTube
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Add Metadata in the About Section
Input Channel Keywords
Link to Your Owned Properties
Showcase Your Brand w/ Cover Art
Add Your Watermark
Create Channel Trailers
Create Descriptive Playlists
Feature Important Content
Set up Remarketing to Viewers
Upload Content in HD
Use Optimized File Names
Use a Custom Thumbnail
Detailed Video Title and Description
Include Tags
Complete the Advanced Settings
Include the Text Transcript
Add Annotations & Cards
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9. Not Taking Control of the Technology
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Hangout set up Test the network bandwidth
SpeedTest.net Avoid Wifi
Managing the video feed
Understanding the apps to use Screenshare, Q&A, etc.
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8. Neglecting to Test Your Equipment
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7. Choosing an Awful Host
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What the host needs to be:
Engaging
Knowledgeable
Cool under pressure
Able to control the conversation
Fully invested
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6. Figuring You’ll Just Wing It
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Develop your structure Nose, Body, Tail
Follow a program outline
Avoid inside jokes & rabbit holes
Promoting your event
Length matters
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5. Undervaluing the Hangout Participants
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Talent acquisition Individual vs. organization authority Audience influencer Let them do most of the talking
Participant training Test audio & video feeds Shot framing Look at the camera
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4. The Video is a Dead End
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Include appropriate calls to action
Drive viewers to online assets
Answer all questions from the audience
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3. Thinking that View Count is All that Matters
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Focus on your R.E.P.
Retention
Engagement
Participation
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2. Moving on Before the Work Is Done
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Editing & optimizing
Promoting the content
Repurposing with purpose
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1. Missing Opportunities to Build Your Brand
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Strengthen your personal brand
Showcase your organization’s brand
Branding your background
Thank You
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Grant.tilus@collegiseducation.comwww.collegiseducation.com@GrantTilus
Presented at PubCon 2015