youtube brand lab handouts

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

http://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 developm

ent stakeholders rem

ain 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. B

usy wom

en 25-35 who care about their appearance but rely on evidence based products)

TO

Com

plete the following statem

ent:

How

do you want them

to think, feel, or act differently about your brand?(e.g. to stim

ulate trial of new P

roduct Line X and become advocates of K

im’s Luxury C

osmetics)

How

do you propose to do this through your content?(e.g. by providing her w

ith credible, scientific skincare content that helps her get on with her life w

ith confidence.)

DEVELOP Your content strategyB

uilding a successful presence on YouTube requires requires thinking beyond a single viral hit, and comm

itting to a viable long-term

programm

ing strategy. The first step in that process is to identify the content you are going to deliver to your target audience, from

always-on H

ygiene content to tent-pole Hero m

oments.

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, PU

LL program

ming strategy (e.g. product tutorials, how

-tos, walkarounds, etc.)? N

ote: Use search to m

ake your content discoverable.

What consum

er passion points or interests do you want to deliver content about? N

ote: This is often staggered throughout the year. You m

ay put targeted promotion behind this. (e.g. verticalized content, special interests, etc.)

What content do you w

ant to PU

SH

to a big, broad audience? What w

ould be your Super B

owl m

oment?

Note: This is typically cam

paign or launch-based content. A brands m

ay have only a few H

ero 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

mo

nth

ca

len

da

r

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


BRAND:



▢ Entertainment

▢ Inspiration

▢ Education



Target Audience:




Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


BRAND:



▢ Entertainment

▢ Inspiration

▢ Education



Target Audience:




Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No


Yes / No

your

HERO

moment

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rYouTu

be

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gram

youtube brand lab handouts

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