YOUTUBE BRAND LAB HANDOUTS

Download YOUTUBE BRAND LAB HANDOUTS

Post on 14-Sep-2014

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

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<p>8:00$8:30 am Breakfast &amp; Pre-Test</p> <p>8:30$8:45 am Welcome | Jorn Socquet &amp; Rebecca Wallace</p> <p>8:45$9:45 am Feeding The Content Monsters | Mary Healy</p> <p>9:45$10:45 am Brandlab Breakouts | Working Session</p> <p>10:45$11:30 am Creator Q&amp;A | Laura &amp; Joe Vitale</p> <p>11:30$12:30 pm Lunch</p> <p>12:30$1:30!pm 10 Fundamentals of Creative Strategy |Brandon Gross</p> <p>1:30$2:30!pm 10 Fundamentals Breakout | Working Session</p> <p>2:30$3:00!pm Shark Tank | Brand Presentations</p> <p>3:00$3:15!pm Break</p> <p>3:15$4:15!pm Tactics for Content Success | Amy Babcock</p> <p>4:15$4:45!pm Creator Q&amp;A | VICE</p> <p>4:45$5:00!pm Wrap Up &amp; Awards| Rebecca Wallace</p> <p>5:00$7:00!pm Beer + Apps</p> <p>Thursday July 10th, 2014</p> <p>YOUR DAY in St. Louis</p> <p>meals | breaks presentations work sessions</p> <p>Check out our NEW Creator Playbook for Brands @g.co/ytbrandplaybook</p> <p>ARTICULATE Your content strategyYour YouTube value proposition is a statem</p> <p>ent that captures your target audience, your brand values and the content that connects the tw</p> <p>o. Having a clearly defined proposition helps all content development stakeholders </p> <p>remain true to your core strategic rationale and should serve as a filter for any content you develop.</p> <p>GET</p> <p>BY</p> <p>Who are you targeting and w</p> <p>hat do you know about them</p> <p>?(e.g. Busy w</p> <p>omen 25-35 w</p> <p>ho care about their appearance but rely on evidence based products)</p> <p>TO</p> <p>Complete the follow</p> <p>ing statement:</p> <p>How do you w</p> <p>ant them to think, feel, or act differently about your brand?</p> <p>(e.g. to stimulate trial of new</p> <p> Product Line X and become advocates of Kim</p> <p>s Luxury Cosmetics)</p> <p>How do you propose to do this through your content?</p> <p>(e.g. by providing her with credible, scientific skincare content that helps her get on w</p> <p>ith her life with confidence.)</p> <p>DEVELOP Your content strategyBuilding a successful presence on YouTube requires requires thinking beyond a single viral hit, and com</p> <p>mitting to a </p> <p>viable long-term program</p> <p>ming strategy. The first step in that process is to identify the content you are going to </p> <p>deliver to your target audience, from alw</p> <p>ays-on Hygiene content to tent-pole Hero mom</p> <p>ents. </p> <p>HERO</p> <p>HUB</p> <p>HYGIENEW</p> <p>hat is your audience actively searching about your brand or industry? What can serve as your 365-day-relevant, alw</p> <p>ays-on, PULL program</p> <p>ming strategy (e.g. product tutorials, how</p> <p>-tos, walkarounds, etc.)? Note: Use search to m</p> <p>ake your content discoverable. </p> <p>What consum</p> <p>er passion points or interests do you want to deliver content about? Note: This is often staggered throughout the year. </p> <p>You may put targeted prom</p> <p>otion behind this. (e.g. verticalized content, special interests, etc.)</p> <p>What content do you w</p> <p>ant to PUSH to a big, broad audience? What w</p> <p>ould be your Super Bowl m</p> <p>oment? </p> <p>Note: This is typically campaign or launch-based content. A brands m</p> <p>ay have only a few Hero mom</p> <p>ents in a year. Large promotional investm</p> <p>ent is involved. </p> <p>HERO 1HERO 2</p> <p>TIMING:TIMING:</p> <p>HUB 1</p> <p>TIMING:</p> <p>HUB 2</p> <p>TIMING:</p> <p>HUB 3</p> <p>TIMING:</p> <p>HUB 4</p> <p>TIMING:</p> <p>List all types of hygiene content:</p> <p>12 month calend</p> <p>ar</p> <p>YouTube Creative Strategy</p> <p>BRAND:</p> <p>CHANNEL: youtube.com/</p> <p>CENTRAL VALUE FOR VIEWERS: (choose one) Entertainment Inspiration Education</p> <p>ELEVATOR PITCH FOR NEW SERIES: The series will</p> <p>SHOW TITLE #1:Concept:</p> <p>Target Audience: </p> <p>Frequency: _________ videos per day week month</p> <p>Is the show idea... Answer Notes1. Shareable?</p> <p>Are you confident there will be a high potential for sharing this content?</p> <p>Yes / No </p> <p>2. Conversational?Is there an element of the videos that directly addresses the audience?</p> <p>Yes / No</p> <p>3. Interactive?Is there a way to involve the audience in how the show is created?</p> <p>Yes / No</p> <p>4. Consistent?Does the show have strong recurring elements or schedule?</p> <p>Yes / No</p> <p>5. Targeted?Is the audience clearly defined?</p> <p>Yes / No</p> <p>6. Sustainable?If the audience loves it, are you able to create more of it?</p> <p>Yes / No</p> <p>7. Discoverable?Will the videos show up in trending or common searches?</p> <p>Yes / No</p> <p>8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?</p> <p>Yes / No</p> <p>9. Collaborate-able?Is there room to feature guests on a regular basis?</p> <p>Yes / No</p> <p>10. Authentic?Is the content inspired and true to the brand?</p> <p>Yes / No</p> <p>YouTube Creative Strategy</p> <p>BRAND:</p> <p>CHANNEL: youtube.com/</p> <p>CENTRAL VALUE FOR VIEWERS: (choose one) Entertainment Inspiration Education</p> <p>ELEVATOR PITCH FOR NEW SERIES: The series will</p> <p>SHOW TITLE #2:Concept:</p> <p>Target Audience: </p> <p>Frequency: _________ videos per day week month</p> <p>Is the show idea... Answer Notes1. Shareable?</p> <p>Are you confident there will be a high potential for sharing this content?</p> <p>Yes / No </p> <p>2. Conversational?Is there an element of the videos that directly addresses the audience?</p> <p>Yes / No</p> <p>3. Interactive?Is there a way to involve the audience in how the show is created?</p> <p>Yes / No</p> <p>4. Consistent?Does the show have strong recurring elements or schedule?</p> <p>Yes / No</p> <p>5. Targeted?Is the audience clearly defined?</p> <p>Yes / No</p> <p>6. Sustainable?If the audience loves it, are you able to create more of it?</p> <p>Yes / No</p> <p>7. Discoverable?Will the videos show up in trending or common searches?</p> <p>Yes / No</p> <p>8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?</p> <p>Yes / No</p> <p>9. Collaborate-able?Is there room to feature guests on a regular basis?</p> <p>Yes / No</p> <p>10. Authentic?Is the content inspired and true to the brand?</p> <p>Yes / No</p> <p>YouTube Creative Strategy</p> <p>BRAND:</p> <p>CHANNEL: youtube.com/</p> <p>CENTRAL VALUE FOR VIEWERS: (choose one) Entertainment Inspiration Education</p> <p>ELEVATOR PITCH FOR NEW SERIES: The series will</p> <p>SHOW TITLE #3:Concept:</p> <p>Target Audience: </p> <p>Frequency: _________ videos per day week month</p> <p>Is the show idea... Answer Notes1. Shareable?</p> <p>Are you confident there will be a high potential for sharing this content?</p> <p>Yes / No </p> <p>2. Conversational?Is there an element of the videos that directly addresses the audience?</p> <p>Yes / No</p> <p>3. Interactive?Is there a way to involve the audience in how the show is created?</p> <p>Yes / No</p> <p>4. Consistent?Does the show have strong recurring elements or schedule?</p> <p>Yes / No</p> <p>5. Targeted?Is the audience clearly defined?</p> <p>Yes / No</p> <p>6. Sustainable?If the audience loves it, are you able to create more of it?</p> <p>Yes / No</p> <p>7. Discoverable?Will the videos show up in trending or common searches?</p> <p>Yes / No</p> <p>8. Accessible?Can every episode be fully appreciated by a new viewer without needing prior context?</p> <p>Yes / No</p> <p>9. Collaborate-able?Is there room to feature guests on a regular basis?</p> <p>Yes / No</p> <p>10. Authentic?Is the content inspired and true to the brand?</p> <p>Yes / No</p> <p>yourHERO</p> <p>mom</p> <p>ent</p> <p>Google+Twitter</p> <p>YouTube</p> <p>FacebookInstagram</p>