LinkedIn Social Media Series: YouTube & Google+July 2012

Jonathan Bradford

Associate Solutions Consultant UK,FR,NL

Nadia James

Account Planner UK

Q3

Q4Q4

Q4

Social Media Landscape series : Session program

Q1- Suggestions

Disclaimer

A few things to keep in mind:

• Marketing is a fast moving market place and so product suite is subject to constant change

• Engagement rates and costs aren't often publicly available. However guidelines based on public information have been included as guidelines only

• Social is an ever changing industry and so best efforts have been made to ensure information is current and valid

• An effort has been made to ensure the material is impartial

• This deck is not intended as a LinkedIn Vs other platform sales story

Learning objectives• An overview of the platforms

• Recent member milestones & usage stats

• A few current events / recent product releases

• An overview of their go to market approach and commercial product offering ( where they have one)

LI sales team better informed about other social platforms.

Ice BreakerWhich Video has had the most views on YouTube?

YouTube's vision is to give everyone a voice, to evolve video and to make our

partners and advertisers successful.

Company Milestones

Feb 2005

First video upload

Jul 2006

100M video views per day & 65,000 new daily

video uploads

Aug 2006

Launch 1st ad unit—Participatory

Video Ads

Oct 2006

Acquired by Google for $1.6B

June 2007

Mobile site launched

Oct 2008

CBS & MGM launch full-length

programming

Nov 2008

Promoted Videos & Pre-Roll ads

launched

Apr 2009

Shows and Films launch

May 2009

20 hours of video uploaded every

minute

Jun 2009

Launch Auto-Share to social networks and

Web mail

Jul 2009

3D Launched

Oct 2009

Sign first major network deal

with Channel 4

Oct 2009

Live Stream of U2 Concert

Jan 2010

YouTube Rentals launched

May 2010

YouTube exceeds 2 Billion views

per day

800M+Unique visitors

400M+Mobile views per day

72 hoursOf video uploaded each minute

20%Global views come from mobile devices

*Assume figures are monthly, unless otherwise noted.

27.4MUK Unique Visitors(9.6% YoY growth)

700Youtube videos shared on Twitter each minute

Quick Stats

Audience Demographics

50/50

split

19%

39%

42%

Age15-24 25-44 45+

52.6% of visitors are social grade B

or C1

27.3% of visitors are from London

92% Reach over N. Ireland Internet Audience

2.5M Mums use YouTube

81% Reach of men aged 18-34

65% Reach of women aged 18-34

Value Proposition

Product offering

ChannelsAds

Brands can reach YouTube’s 800M+ visitors through Ads & Channels.

Ads

InVideo overlay is a 480 x 70 Flash or static image that appears at the bottom of the video

Includes a 300 x 250 companion ad

In Stream Ads• Allows advertisers to recreate/repurpose TV

advertising online• Ads click through to a website or brand

channel• Includes 300 x 60 companion ad

TrueView In Stream Ad allows viewers to skip watching an ad after 5 seconds

Reduced audience drop-off by 40% when compared to standard

Appear on Homepage

Appear on Search & Watch pages

In Stream Advertising

Homepage Takeovers

Cost per day - $375,000 US£90,000 UK

2 types of takeovers- Masthead & YouTube video ad units

Channels allow content providers to develop affiliate channels or

partnerships

Channels

Customizable background and API

integration

Playlists automatically play videos within a

queue

Users can browse videos by date added or popularity

Videos can be listed individually, grouped or within feed

Brand Channels

Discover & engage – Discover a brand and watch content

Customise – Brands can edit the look and feel

Control – Full moderation of comments, limit accessibility to certain demo’s

Analytics – See how many and how has visited / viewed

Channel typesUser– Brands can edit the look and feel

Brand – Full moderation of comments, limit accessibility to certain demo’s

Custom Brand – See how many and how has visited / viewed

Gadgets – Small web apps or custom ads which sit on a custom brand page only

Cost

User– Free

Brand & Custom Brand – Free with media spend range £25k +

Partner Program

How can they measure activity?

• Community actions (likes, favourites, comments, shares)

• Traffic sources• Audience retention • Track level of subscribers &

viewership• Demographics & locationUsers who upload original, quality content

and are monetizing at least one video are automatically enrolled in YouTube’s Partner

Program.

There are over 10,000 content partners

YouTube sells advertisements on CPC basis for which Channel Owners jointly profit.

Content providers can choose which advertising units to utilise on their page, and optimise accordingly.

Content providers can also optimise video arrangements with tabs by vertical, prearranged playlists or strategic placement of similar videos to viewers.

Self-made YouTube partners

YouTube’s #1

New Initiatives

• Content providers control their distribution window, the rental price and duration

• Available for watch via multiple devices or offline download

• Launched in 2008 with four partners—Howcast, Next New Networks, Rocketboom & Young Hollywood

• Live streaming has evolved to host more well known events such as US Presidential Debates, or concerts

Live Streaming Rentals

• Top 25 channels now average 1M views per week• Amount of time viewing has grown 4X

In Oct 2011, YouTube launched 100 original content channels in Oct 2011

“

”

Google has 35 publicly released products.

Google+ allows users to seamlessly connect their usage of Google’s

products. It will also allow Google to graph their user’s behaviour across all of

Google’s channels.

Chrome

Maps

YouTube

Gmail

ShoppingSearch

Playstore

The value of Google+

In the news

Company Milestones

Jun 2011

Google introduces

Google+ project

Jul 2011

Google+ has 10M users

Aug 2011

Google+ users receive 150

invitations to give out

Aug 2011

YouTube videos can be watched with friends via

Hangouts feature

Sept 2011

Open membership to everyone over

18 years old

Sep 2011

Will.i.am. Broadcasts first public Hangout

Jan 2012

Google announces

“Search, plus Your World”

Jan 2012

Google+ opens membership to

teenagers

Sep 2012

Google+ announces

400M members

Oct 2011

Google+ has 40 million users

Quick Stats

400MMembers

100MMonthly Active Users

12 minutesPer day in Google+ stream

4MUK Monthly Uniques

10MPage Views

Google’s release of Google+ as a social layer has caused wariness of engagement stats they’ve released.

67% Male 32% Female

20% of users are Students

The “+1” button is served over 5 Billion times per day

Top 5 pages followed on Google+

Top 10 Brands on Google+ (UK only)

3.8% of users are based in the UK

Audience Demographics42.06% Single27.39% Married1.35% in an open relationship0.43% in a civil union

Google+ Profile

Circles allow users to group connections by which social

circle they fall under

Features

“+1” serves as a user recommendation

Hangouts allow users to host or join video chats

Events

Google+ Local

Users can share or follow circles to build up news feed content

Hangouts EventsGroup ChatUser stream

Mobile

Google migrated all of the flagship features of Google+ onto its mobile (and newly released tablet) applications.

Brand Pages

Highlights• Brands must manually segment

their audiences using Circles for sharing content

• Hang Out functionality is available to brands

• Ripples is a visual guide for brands to track who has publicly shared a post or URL and the comments they’ve made

Brands can add a Google+ Badge to their site in order to direct traffic to Google+ page

1M+ Business and brand pages created in the first 6 months of

Google+

Google does not offer ads on the Google+ platform, however brands can target Google users with socially enhanced ads

Encourages site visitors to share or recommend a

brand’s content within their Google+ network

Google+ integration

Direct Connect aligns Google+ with search.

Gmail integration• Google+ users can stay within Gmail

environment when replying to Google+ email notifications

• Users can comment on, view, and "+1" posts from within Gmail

• Activity will appear in user’s Google+ stream in real time

Google+ members can use circles as search filters in Gmail

Google+

YouTube

Key Takeaways

• Scale and engagement of viewers on YouTube is growing RAPIDLY

• YouTube has launched initiatives that place it head to head with traditional TV broadcasting—live streaming, rentals & original content channels

• YouTube offers distinct value propositions to its channel partners and advertisers

• Google+ is a social layer (not just a network!)

• Google is rapidly integrating Google+ features across its full product offering (ie. Gmail, search & Youtube)

Questions?

Appendix

Search of entire site

Users can subscribe to “channels,” accounts that upload video regularly

Videos are recommended to users based on their site behaviour

Site visitors are required to create a free account in order to upload, comment or like videos

Home page layout

In the news

iPad

Google+ Comscore stats

Apr-12 Jun-12 Jul-12 Sep-120

500

1000

128 111 9789

900

300 300

246

• Monthly Uniques

• Monthly page views