Practice.co.nzA YouTube content strategy

Of driving practice on the road do you think learners need to pass the restricted test?

How many

Learners need practice in a range of conditions and situations

We’ve created Practice, an online programme to help learner drivers

1. Become a safe and competent driver, and

2. Pass the restricted test on the first try.

Practice.co.nz site use(June 2014 – June 2015)

189,700 NZ users

4:25 average visit

duration

35% returning visitors

vs50,634

New 1L issued to 16-24 year-

olds

2012. The problem: The 12 previous videos weren’t meeting the mark.

2.) 60% of the Practice audience was female – not appealing to young males who had the most serious crashes.

1.) The restricted test became harder.

We needed new videos… that appealed to all young driver demographics.

What followed was 2.5 years of collaborative effort between many people, including:

Script writerStory Inc.

Production

company Propellor

Driving instructor

Triple A

NZTA technical experts(so many)

ACC/ NZTA

Young Driver Team

And finally, 41 videos were born.

5 about the

Restricted & Full Tests

41 Videos across 37

topics/skills

The strategy behind our launch minimised risk. (We’re two Government agencies. It’s par for the course.)

We released videos in sets of 12, and made a page just for logged-in users to view them.

We got ZERO negative feedback in a year! (and some nice.)

So we branded the channel and opened it up to viewers.

And suddenly the Practice YouTube channel was an important stand-alone way to reach people.

· Grouping videos by difficulty using playlists is one way we can suggest what the user looks at next.

· Having a good “About” page is important to build credibility.

Search engine optimisation strategies and tagging are a huge reason for our organic growth.

Ensuring that all videos contain subtitles improves SEO as well as usability for users with accessibility needs.

The results:

We’re reaching our target audience.

A comment is made on YouTube. An email is generated to PracticeAdmin@nzta.govt.nz.

The comment is reviewed and a decision is made: 1. Wait then

refer to expert2. Report/delete3. No action.

If a response is required, the comment action is recorded via Google Docs spreadsheet against the comment.

Monthly review of all comments and opportunities identified as well as effort/resource required to monitor this .

If a response is required, the response time aims to wait 24 hours and see if another user responds.

Alert Review Record Monitor(Interact)

Managing comments

So how did we get so many views in a relatively short time? 1. Video content was good - so people

watched to the end and shared2. Good tagging and SEO so that organic

search grew 3. Staged content releases to Practice

users to minimise risk.

Questions?