Adam Vincenzini knows YouTube, and he shared that knowledge with more than 1,000 communicators at Sweden's Mynewsday on October 12-14th 2011.

1. @AdamVincenzini
The good, the bad and the ugly

2. Today’s Focus
Impact On
Reputation

3. Outline
1
2
About 3
YouTube:
The Basics
Case Studies
4
Tools and
Takeaways

4. About

5. About Adam @AdamVincenzini
• ‘Traditional’ PR background
• Last five years spent primarily
in digital / social space
• Blogging at TheNextWeb.com
and others
• Founded #CommsChat –
Europe’s leading weekly
media and PR conversation on
Twitter

6. www.DooglesDiary.com

7. About Paratus @ParatusComms
• We: Create and maintain
relationships with people who
matter
• 8 years old and counting
• London base, global reach
• Integrated team of 25
• ParatusCommunications.com

8. Our ethos

9. YouTube:
The Basics

10. Background
• World’s biggest video
sharing community
• 2nd biggest search engine in
the world (after Google)
• 400 tweets per minute
contain YouTube links
• YouTube mobile now gets
100 million visits a day
YouTube has made online video accessible to all

11. Timeline

12. Timeline
10 hours of video
Comments
uploaded every minute
enabled
Google buys
First video YouTube
2005 2006 2007 2008
$8 million YouTube mobile
profit site launched
Geotagging Ads begin
*In 2006, 33% of internet users visited video-sharing sites

13. Timeline
20 hours of video Middle East
uploaded every minute launch
US President Exceeds 2 billion Live content
channel launched views a day
2009 2010 2011 2012
YouTube rentals
?
launched
U2 live concert Becomes 3rd most
stream popular global website
*In 20011, 71% of internet users visited video-sharing sites

14. YouTube vs. Others
Hulu: 2.9%
YouTube: Bing Videos: 1.9%
78.5% Yahoo! Video: 1.2%
Megavideo: 0.5%
Source: Experian video / multimedia market share report, April 2011

15. Opportunities / Threats

16. Opportunities / Threats
Video content is easy to Video content is easy to
produce and share consume
Video content is very Video content evokes
‘searchable’ responses
“In equal measure”

17. Participants

18. Collective community
(Individuals)
Super Users Actives Contributors Passives
Influence

19. Collective community
(Organisations)
“Active members “Ad hoc
of community” participation”
Active (consistent) Semi-Active (inconsistent)
Resonance

20. Semi-active participants
Post new content ‘now May respond to
and then’ comments
Inconsistent Consistent

21. Active participants
Publish new content Always interacting with
regularly other users
Promote other people’s Subscribers as goal, not
content just ‘views’
Activity based on
Constant cross-promotion
audience insight

22. An example
Inconsistent Consistent
http://www.youtube.com/youtube

23. Key takeouts

24. Key takeouts
• Community established first
• Brand integration /
activation followed
• Standing out isn’t easy, but
not impossible
• Brands need to take a long-
term approach
• Must be a two-way
relationship

25. Case Studies

26. Types of video

27. ‘All-in-one’
2008

28. ‘Do not try this at home’

29. ‘Do not try this at home’

30. ‘Do not try this at home’

31. ‘Do not try this at home’

32. ‘Do not try this at home’

33. ‘Do not try this at home’
“I’m outraged
that Nike is
taking a clearly
dangerous trick
and using it to
sell shoes”

34. Key takeouts
• Your job isn’t complete
once you hit ‘publish’
• Fine line between
compelling and open to
criticism
• Treat like any other
‘public’ activity
• Monitor, monitor, monito
r!

35. ‘Choice channels’

36. ‘Never stop improving’
http://www.youtube.com/user/Lowes

37. ‘Never stop improving’

38. ‘Team Hot Wheels’

39. ‘Team Hot Wheels’

40. Key takeouts
• Regular presence
• Lowe’s: Solves problems
(and showcases
products)
• Hot Wheels: Entertains
(and showcases
products)

41. ‘Collaborations’

42. ‘Collaborations’

43. ‘Collaborations’

44. Key takeouts
• Add value to existing
communities / audiences
• Only build new ones if there
is a real need
• Use budgets wisely

45. Tools and
Takeaways

46. Tips, tools and takeaways
1. Be active, regularly 2. The first 15 seconds is key
- Comment - Capture attention
- Vote - Subtle brand presence
- Favourite - Maintain engagement
- Subscribe
- Make playlists
- Publish content

47. Tips, tools and takeaways
3. Interact with other users 4. Use YouTube’s resources
- http://www.youtube.com/creators/
- Other YouTube users will - http://www.youtube.com/create
promote your content - http://www.youtube.com/testtube
better than anyone else
will – show them love and
they’ll show you love
back.

48. Tips, tools and takeaways
5. Promote your content 6. What’s your call to action?
- Use paid, earned and - What do you want people
owned media channels to to do after they’ve
publicise your content interacted with your
content?

49. Tips, tools and takeaways
7. Tag and label everything 8. Use annotations wisely
- The way you describe - Add background information
your content is almost as about the video
important as the content - Create stories with multiple
itself – make it possibilities (viewers click to
searchable! choose the next scene)
- Link to related YouTube
videos, channels, or search
results from within a video

50. Tips, tools and takeaways
9. Collaborate 10. Attention to detail
- Invite other users to help
you solve problems or
address challenges – this
brings audience and
passion together.
(Simple things like thumbnail
selection play a vital role)

51. Final thought
Aim to create mutually
beneficial outcomes

52. Bonus resources
15 nifty YouTube
tips and tools
http://www.paratuscommunications.com/index.php/2011/06/15-nifty-
http://www.youtube.com/creators/playbook.html
youtube-resources-tips-and-tricks/
http://viralvideochart.unrulymedia.com/

53. Thank you!

54. For further information:
Adam Vincenzini
M / +44 7932 082 124
E / adam@paratuscommunications.com
Twitter / @AdamVincenzini
Paratus Communications
www.paratuscommunications.com
Twitter / @ParatusComms
Facebook / ParatusComms