hangouts on air: how to successfully create more video content by grant tilus
DESCRIPTION
SMX West 2014 Session #SMX #31D - Youtube Success Stories For Marketerspresentation How To Produce Google Hangouts On Air By Grant Titus @Granttilus Of Collegis EducationTRANSCRIPT
Hangouts on Air: How to Successfully Create More Video Content
San Jose, CA: March 11-13, 2014
Presented By: Grant Tilus
Grant Tilus
Associate Inbound Marketing Manager Collegis Education Director of Content Marketing MnSearch
@GrantTilus
plus.google.com/+GrantTilus
Grant.Tilus@CollegisEducation
Winner, Best In-House Search Team 2013 US Search Awards
CollegisEducation.com
Do you struggle creating video
content?
Source: http://bit.ly/1cyWY9E
@GrantTilus #SMXWest
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
Resources
Hangouts system requirements bit.ly/JLOODH
Getting started
bit.ly/1nySDbT
Hangouts and more
bit.ly/1dPbVUP
@GrantTilus #SMXWest
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 details
Video 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 Producer Host/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
@GrantTilus #SMXWest
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
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Build your brand on YouTube
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Keep testing new features
Source: http://bit.ly/1fl0IAf
@GrantTilus #SMXWest
Don’t sleep on using Hangouts on Air
It’s a great way to create quality video content on a budget
@GrantTilus #SMXWest
• 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
Feel free to reach out to me with any questions!