Hangouts on Air: How to Successfully Create More Video Content

San Jose, CA: March 11-13, 2014Presented By: Grant Tilus

Grant Tilus

Associate Inbound Marketing Manager Collegis Education

Director of Content MarketingMnSearch

@GrantTilus

plus.google.com/+GrantTilus

Grant.Tilus@CollegisEducation

Winner, Best In-House Search Team2013 US Search Awards

CollegisEducation.com

Do you struggle creating video

content?

Source: http://bit.ly/1cyWY9E

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Video content is essential

• YouTube is the #2 search engine

• More than 1 billion unique users visit YouTube each month

• 59% of executives would choose to absorb information through video rather than text - @forbes

• YouTube is the top platform overall amongst 14-34 year-old users - @Cassandra_Daily

http://www.youtube.com/yt/press/statistics.html http://www.pixability.com/industry-studies/brand-study

http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629/2

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So you look for inspiration to follow

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Source: http://bit.ly/1cyWS1M

But budgets are tight

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Source: http://bit.ly/1kBP3R8

Have you tried Hangouts on Air?

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#HOA

Hangouts on Air are amazing

• Up to 10 total participants

• Unlimited viewers via the live broadcast

• Automatically uploaded to YouTube

• Cool apps

• Simple way to create quality video content

Rand Fishkin, Wizard Pirate of Moz

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Great way to create video content

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And budget friendly

0

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Our team has embraced using them

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You only see the finished product

It’s takes careful planning

Source: http://bit.ly/1oblcPN

#sochiproblems

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Examples of Hangouts on Air

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Here’s what you need to know before getting started

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Embrace Google+

• Start building a brand presence• Engage the community

Benefits:• Influence personalized search

results• Strong audience targeting with

circles• Gmail notifications• YouTube comments• Hangouts on Air

Source: http://imgur.com/gVmr4eG

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Get buy in from leadership

• Discuss the value of video content• Create KPIs• Be honest about the platform• The technology isn’t perfect• Become the expert• Get permission to start testing

*Read: Metrics to Measure YouTube Marketing by @PhilNottingham

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Review the technical requirements

Bandwidth• For 1:1 connections Google

suggests a 1 mbps/1 mbps (up/down)

• For group video connectivity Google suggests 1 mbps/2 mbps (up/down)

• The more participants the more stress on your network

• Download the hangout plug-in bit.ly/1gmeL6D

ResourcesHangouts system requirements

bit.ly/JLOODH

Getting started bit.ly/1nySDbT

Hangouts and morebit.ly/1dPbVUP

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Test your network

• Create a quality viewing experience

• Common issues- Screen flashing- Video lag- Delayed audio

• Have off-site participants test- SpeedTest.net

Source: http://bit.ly/1hiAEFN

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Test the equipment

What you’ll need:- HD webcam- Microphone- Headset

• Test your computer

• Provide camera and microphone for participants

• Use chrome

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Create a content strategy

• Remember your brand promise

• Focus the topics of conversation

• Determine what questions you should be answering- Consider your personas

• Find a unique message

• Create a program outline

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Utilize a program outline

• Is your hangout unique or recurring?

• Create a template document- Input conversation points- Key questions to answer

• It makes participation easier

• Content tips:- Set expectations at the start- Hook ‘em early- Keep it compelling

Main Topic

Sub Topic

Sub Topic

Sub Topic

Sub Topic

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Determine your Hangout on Air format

• Public- Anyone can join you

• Invite-only live- Live talk show- Take live questions

• Invite-only not live- Pre-recorded

@GrantTilus#SMXWest Source: http://bit.ly/1dmqwvc

Build a promotion plan

• Create the event page- Email notifications- Google calendar

• Invite – public & circles• Cross promote online• Blog post • Create a hashtag• Video trailer• Hypemyhangout.com

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Creating an event page

• Don’t create an “Event” or “Plan a Hangout”

Instead go to Hangouts and Start a Hangout on Air That Starts Later

It will look like this…

Source: http://bit.ly/1jdhKkk

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Which is ok

Event detailsVideo feed with countdown

No banner image

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But you want to showcase your brand

Brand is everything!

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Edit the event page to add branding

• Remember to create a custom banner image (1200x300)

• Go to the event details - Edit event

• Change the theme and upload your branding

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Branding for the win!

Now promote this event page url

* Use a shortener to track clicks

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Other ways to promote your brand

• Video trailer- Ex: Fireside Hangout

• Screen background

• On screen content

• Create a lower third with custom overlay

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vs.

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Which one looks more professional?

Don’t forget about adding seo value

• Optimize your titles

• If you are creating a hangout series, find a keyword family

• Add links to your website and social channels

• Embed the live stream - Drive traffic to your site Ubersuggest.org

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It starts at the event page

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Stick to a schedule

Source: http://bit.ly/OTZLFP

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The producer

Requirements:• Become a Hangouts on Air

expert

• Be available to coordinate and produce live events

• Continually test new features

• Is this you?

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Don’t be this guy

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Behind the camera

• Picture of our set up ProducerHost/SME

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Control the screen

Use your mouse & “alt-tab”

Source: http://bit.ly/1e524KC

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Hangout apps to use

• Apps can increase the production value

• The Hangout ToolBox- Lower third with custom overlay

• Screenshare- Display content

• Q&A- Take live questions

• Google Effects- Pirate hats, scuba mask, etc

• Many more available

Source: http://bit.ly/1nIalK7

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The host

• Requirements:- Subject matter expert- Confident- Engaging- Cool under pressure

• This could be you or …- Your boss or an in-house expert- The client

• It’s the producer’s job to make the host’s job easier

You Want This Guy

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Not this guy

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Utilize subject matter experts

• Internal and external- Develop industry connections

Benefits:- Borrowed authority- Third-party validation- Less sales-y- Unique content- Win/Win for experts

Source: http://bit.ly/1m23yvD

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Make it easy for the SMEs

• Get them familiar with Google+

• Provide feedback and direction

• Make participation simple- Utilize a program outline- Camera and microphone

• Make them feel appreciated

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You don’t want this to happen live.

Don’t forget to practice

• Start with technical dry runs with participants- Are they tech savvy?

• Schedule full rehearsals- Technical set up- Upload lower third- Sharing visuals - The conversation flow- Etc

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The day of a live event• Sign on to the hangout 30-60

minutes ahead of time• Check audio and video• Upload lower thirds and prepare

any visuals• If you want to embed the video or

share the link, do this before you start the broadcast

• When ready, click “Start broadcast” and wait 10 seconds.

• Don’t broadcast copyrighted content

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How to get set up

• Hardline internet connection• Select the correct equipment

- Camera and microphone• Turn off phones• Test audio/video• Troubleshoot any issues

- Restart the hangout?• Don’t go live until you’re ready• Be ready for anything• Keep rolling

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After the broadcast ends

• Click

• The video will automatically upload to YouTube

• Make video edits- Description- Thumbnail- Start and end points

• Start promoting the content@GrantTilus#SMXWest

Build your brand on YouTube

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Keep testing new features

Source: http://bit.ly/1fl0IAf

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Don’t sleep on using Hangouts on Air

It’s a great way to create quality video content on a budget

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• Start brainstorming ideas for creating video content using Hangouts on Air

• Discuss them with your boss/team ASAP• Create a strategy• Get familiar with using Hangouts on Air• And start creating more video content

Key takeaways

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Thank you!

@granttilus

plus.google.com/+GrantTilus

Grant.Tilus@CollegisEducation.com

Feel free to reach out to me with any questions!