1.@AdamVincenziniThe good, the bad and the ugly

2. Todays Focus Impact On Reputation 3. Outline1 2About 3 YouTube: The BasicsCase Studies4 Tools andTakeaways 4. About 5. About Adam@AdamVincenzini Traditional PR background Last five years spent primarilyin digital / social space Blogging at TheNextWeb.comand others Founded #CommsChat Europes leading weeklymedia and PR conversation onTwitter 6. www.DooglesDiary.com 7. About Paratus @ParatusComms We: Create and maintainrelationships with people whomatter 8 years old and counting London base, global reach Integrated team of 25 ParatusCommunications.com 8. Our ethos 9. YouTube:The Basics 10. Background Worlds biggest videosharing community 2nd biggest search engine inthe world (after Google) 400 tweets per minutecontain YouTube links YouTube mobile now gets100 million visits a dayYouTube has made online video accessible to all 11. Timeline 12. Timeline10 hours of videoComments uploaded every minute enabled Google buysFirst video YouTube20052006 20072008 $8 millionYouTube mobile profit site launchedGeotaggingAds begin *In 2006, 33% of internet users visited video-sharing sites 13. Timeline 20 hours of videoMiddle Eastuploaded every minute launchUS President Exceeds 2 billionLive contentchannel launched views a day2009 2010 2011 2012YouTube rentals ? launchedU2 live concertBecomes 3rd moststream 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 toVideo content is easy to produce and shareconsumeVideo content is very Video content evokessearchable responsesIn equal measure 17. Participants 18. Collective community(Individuals) Super Users ActivesContributors PassivesInfluence 19. Collective community(Organisations)Active membersAd hocof community participationActive (consistent)Semi-Active (inconsistent)Resonance 20. Semi-active participants Post new content now May respond to and thencomments InconsistentConsistent 21. Active participantsPublish new contentAlways interacting withregularly other users Promote other peoplesSubscribers as goal, not content just viewsActivity based onConstant cross-promotionaudience insight 22. An example InconsistentConsistenthttp://www.youtube.com/youtube 23. Key takeouts 24. Key takeouts Community established first Brand integration / activation followed Standing out isnt 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 Im outragedthat Nike istaking a clearlydangerous trick and using it to sell shoes 34. Key takeouts Your job isnt 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 improvinghttp://www.youtube.com/user/Lowes 37. Never stop improving 38. Team Hot Wheels 39. Team Hot Wheels 40. Key takeouts Regular presence Lowes: 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 andTakeaways 46. Tips, tools and takeaways1. 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 takeaways3. Interact with other users 4. Use YouTubes resources - http://www.youtube.com/creators/- Other YouTube users will - http://www.youtube.com/createpromote your content - http://www.youtube.com/testtubebetter than anyone elsewill show them love andtheyll show you loveback. 48. Tips, tools and takeaways5. Promote your content 6. Whats your call to action?- Use paid, earned and- What do you want peopleowned media channels to to do after theyvepublicise your contentinteracted with yourcontent? 49. Tips, tools and takeaways7. Tag and label everything 8. Use annotations wisely- The way you describe- Add background informationyour content is almost as about the videoimportant as the content- Create stories with multipleitself make itpossibilities (viewers click tosearchable! choose the next scene)- Link to related YouTubevideos, channels, or searchresults from within a video 50. Tips, tools and takeaways9. Collaborate 10. Attention to detail- Invite other users to helpyou solve problems oraddress challenges thisbrings audience andpassion together. (Simple things like thumbnail selection play a vital role) 51. Final thought Aim to create mutuallybeneficial 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 VincenziniM / +44 7932 082 124E / adam@paratuscommunications.comTwitter / @AdamVincenziniParatus Communicationswww.paratuscommunications.comTwitter / @ParatusCommsFacebook / ParatusComms