YOUTUBE BRAND LAB HANDOUTS

Download YOUTUBE BRAND LAB HANDOUTS

Post on 14-Sep-2014

21 views

Category:

Business

2 download

DESCRIPTION

If you're interested in going through the various exercises with members of your team, this PDF contains all the worksheets & instructions.

TRANSCRIPT

8:00$8:30 am Breakfast & Pre-Test

8:30$8:45 am Welcome | Jorn Socquet & Rebecca Wallace

8:45$9:45 am Feeding The Content Monsters | Mary Healy

9:45$10:45 am Brandlab Breakouts | Working Session

10:45$11:30 am Creator Q&A | Laura & Joe Vitale

11:30$12:30 pm Lunch

12:30$1:30!pm 10 Fundamentals of Creative Strategy |Brandon Gross

1:30$2:30!pm 10 Fundamentals Breakout | Working Session

2:30$3:00!pm Shark Tank | Brand Presentations

3:00$3:15!pm Break

3:15$4:15!pm Tactics for Content Success | Amy Babcock

4:15$4:45!pm Creator Q&A | VICE

4:45$5:00!pm Wrap Up & Awards| Rebecca Wallace

5:00$7:00!pm Beer + Apps

Thursday July 10th, 2014

YOUR DAY in St. Louis

meals | breaks presentations work sessions

Check out our NEW Creator Playbook for Brands @g.co/ytbrandplaybook

ARTICULATE Your content strategyYour YouTube value proposition is a statem

ent that captures your target audience, your brand values and the content that connects the tw

o. Having a clearly defined proposition helps all content development stakeholders

remain true to your core strategic rationale and should serve as a filter for any content you develop.

GET

BY

Who are you targeting and w

hat do you know about them

?(e.g. Busy w

omen 25-35 w

ho care about their appearance but rely on evidence based products)

TO

Complete the follow

ing statement:

How do you w

ant them to think, feel, or act differently about your brand?

(e.g. to stimulate trial of new

Product Line X and become advocates of Kim

s Luxury Cosmetics)

How do you propose to do this through your content?

(e.g. by providing her with credible, scientific skincare content that helps her get on w

ith her life with confidence.)

DEVELOP Your content strategyBuilding a successful presence on YouTube requires requires thinking beyond a single viral hit, and com

mitting to a

viable long-term program

ming strategy. The first step in that process is to identify the content you are going to

deliver to your target audience, from alw

ays-on Hygiene content to tent-pole Hero mom

ents.

HERO

HUB

HYGIENEW

hat is your audience actively searching about your brand or industry? What can serve as your 365-day-relevant, alw

ays-on, PULL program

ming strategy (e.g. product tutorials, how

-tos, walkarounds, etc.)? Note: Use search to m

ake your content discoverable.

What consum

er passion points or interests do you want to deliver content about? Note: This is often staggered throughout the year.

You may put targeted prom

otion behind this. (e.g. verticalized content, special interests, etc.)

What content do you w

ant to PUSH to a big, broad audience? What w

ould be your Super Bowl m

oment?

Note: This is typically campaign or launch-based content. A brands m

ay have only a few Hero mom

ents in a year. Large promotional investm

ent is involved.

HERO 1HERO 2

TIMING:TIMING:

HUB 1

TIMING:

HUB 2

TIMING:

HUB 3

TIMING:

HUB 4

TIMING:

List all types of hygiene content:

12 month calend

ar

YouTube Creative Strategy

BRAND:

CHANNEL: youtube.com/

CENTRAL VALUE FOR VIEWERS: (choose one) Entertainment Inspiration Education

ELEVATOR PITCH FOR NEW SERIES: The series will

SHOW TITLE #1:Concept:

Target Audience:

Frequency: _________ videos per day week month

Is the show idea... Answer Notes1. Shareable?

Are you confident there will be a high potential for sharing this content?

Yes / No

2. Conversational?Is there an element of the videos that directly addresses the audience?

Yes / No

3. Interactive?Is there a way to involve the audience in how the show is created?

Yes / No

4. Consistent?Does the show have strong recurring elements or schedule?

Yes / No

5. Targeted?Is the audience clearly defined?

Yes / No

6. Sustainable?If the audience loves it, are you able to create more of it?

Yes / No

7. Discoverable?Will the videos show up in trending or common searches?

Yes / No

8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?

Yes / No

9. Collaborate-able?Is there room to feature guests on a regular basis?

Yes / No

10. Authentic?Is the content inspired and true to the brand?

Yes / No

YouTube Creative Strategy

BRAND:

CHANNEL: youtube.com/

CENTRAL VALUE FOR VIEWERS: (choose one) Entertainment Inspiration Education

ELEVATOR PITCH FOR NEW SERIES: The series will

SHOW TITLE #2:Concept:

Target Audience:

Frequency: _________ videos per day week month

Is the show idea... Answer Notes1. Shareable?

Are you confident there will be a high potential for sharing this content?

Yes / No

2. Conversational?Is there an element of the videos that directly addresses the audience?

Yes / No

3. Interactive?Is there a way to involve the audience in how the show is created?

Yes / No

4. Consistent?Does the show have strong recurring elements or schedule?

Yes / No

5. Targeted?Is the audience clearly defined?

Yes / No

6. Sustainable?If the audience loves it, are you able to create more of it?

Yes / No

7. Discoverable?Will the videos show up in trending or common searches?

Yes / No

8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?

Yes / No

9. Collaborate-able?Is there room to feature guests on a regular basis?

Yes / No

10. Authentic?Is the content inspired and true to the brand?

Yes / No

YouTube Creative Strategy

BRAND:

CHANNEL: youtube.com/

CENTRAL VALUE FOR VIEWERS: (choose one) Entertainment Inspiration Education

ELEVATOR PITCH FOR NEW SERIES: The series will

SHOW TITLE #3:Concept:

Target Audience:

Frequency: _________ videos per day week month

Is the show idea... Answer Notes1. Shareable?

Are you confident there will be a high potential for sharing this content?

Yes / No

2. Conversational?Is there an element of the videos that directly addresses the audience?

Yes / No

3. Interactive?Is there a way to involve the audience in how the show is created?

Yes / No

4. Consistent?Does the show have strong recurring elements or schedule?

Yes / No

5. Targeted?Is the audience clearly defined?

Yes / No

6. Sustainable?If the audience loves it, are you able to create more of it?

Yes / No

7. Discoverable?Will the videos show up in trending or common searches?

Yes / No

8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?

Yes / No

9. Collaborate-able?Is there room to feature guests on a regular basis?

Yes / No

10. Authentic?Is the content inspired and true to the brand?

Yes / No

yourHERO

mom

ent

Google+Twitter

YouTube

FacebookInstagram