YouTube is introducing a new feature called YouTube Insight. The new feature will entail several new tracking abilities for those who want to advertise on the video sharing site.
YouTube Insight provides insight on how a video is doing over time and geographically. YouTube Insight will show a breakdown percentage of the countries that viewers are coming from and how long a video takes to perform well
“Effectively, YouTube has become an ad-effectiveness, or an insight-effectiveness, tool,” stated Tracy Chan, YouTube Product Manager. “YouTube has millions of viewers every single day, and has become the world’s largest focus group.”
Brands will also have information regarding the geography of content consumers. This will enable artists or marketers to target certain audiences for their videos.
YouTube Insights lets you see information on the geography of content consumers, how long it takes for a video to become popular, and ongoing performance. The new metrics are available under the About This Video, which are available to publishers and consumers alike.
Google Analytics is probably having an influence here and upcoming features will include how visitors were referred to specific videos.
Which drove out every function and experience that was delivered to their audience.
They used the “JetBlue” storyboard which was like a cockpit with webcams to record consumer stories
Airline horror stories is a very engaging topic that people like to talk about .. so this tapped into the positives and the consumers embraced it
Shut up & listen – Start with the consumer. A big brand idea can’t be created in isolation of the consumer. 85% jetblue consumers – will recommend jetblue a friend.
It has to start at the top – The big brand idea has to be embraced by the CEO because it has to drive all facets of the business.
Everyone in the company is a marketer – Everyone in the business has to be accountable for delivering the brand promise. (“invertise before advertise” which I thought was a great quote and refers to making sure your employees understand the big idea before the general public)
Do as you say! Mass collaboration enabled through technology
Insulates you from operations e.g. Feb 14, 2007 – Jetblue Disrupt most flights – 17,000 flights were cancelled. but despite this disaster consumers forgave JetBlue due to their loyal fan base, and the transparency with which they handled the crisis.
Media is becoming more complex but marketing is not – focus on some basic principles.
Start with finding the unique role your brand plays in your customer lives
New media is very important but don’t let it become the shiny object.
Be rigorous and relentless in driving the idea in every single thing you do.
Try zagging when everyone else is ziggling. – Know what your competitors are doing, but don’t be afraid to be different. Create something that is unique. And make sure the content is superb.
Create Context This refers to label and tag the videos to help with searching)
Encourage snacking (displaying related videos around the main video)
Produce for the Medium (i.e. short form content, bearing in mind not all genres are equal) – Av length is 2.6 mins – Less videos provide fictional narrative and drama, more at news, paparazzi video, individual personalities
Use Internet Distribution - Allow consumers to embed your videos - Organise syndication with internet video distributors
Monetize (for non branded sites) - Need to thinking through how to integrate 15 sec pre-rolls - For Brands .. the creation of 15 sec pre-rolls is an important strategy
With video becoming more and more popular as a medium, brands have a unique chance to join the conversation, sharing valuable content about related topics.
Mike Murphy VP Media Sales Facebook (x-Yahoo) gave today’s keynote address and spoke on the Power of Social Media for Brands. Some key take outs.
Facebook Australia Statistics – now have 2.2 million – that is 1 in 5 Australia people online.
Mike talked around the frequency of how Brands are mentioned in conversations without incentives. For example, there are – 118000 mentions of McDonalds – 7000 mentions of Ikea in their profile
Polls You can now run polls on Facebook, and in this example people were asked on their preference for Vegimite, Marmite or neither), and in 14 mins over 500 responses were received.
Trust and influence People are discovering their friends various passion points, and this is being used to influence purchasing behaviour, as well as close friends being trusted for all topics.
Value of online media Mike showed some examples of branded online media Ali versus Ali (addidas) Aussie Week (which was is a clever travel log showing real people experiencing Australia)
Distribution through Conversation Mike talked through the social graph to explain social networking
Media spend 4 to 5 % of budgets are being spent online in Australia versus 25% in the US He appealed to the industry to find better ways to measure engagement
Examples of companies doing social media right 1. Be a part of the experience Gillette Venus Breeze razors, which asked women to interact with experiences
2. Maintain a daily dialogue JP Morgan / Chase bank. – Asked collegue students what was important to them in a credit card – Results suggested that points were important, but that they didn’t feel they would accumulate enough points – Chase responded with an application that enabled student to accumulate points together and then you could see how many points your network has – This was the most successful credit card campaign that Chase has done
3. Give a reason to share Cloverfield movie .. created a facebook application which could run as a widget on users pages.
What makes social media different and exciting? (some quotes from leading US ad execs) – The power of conversation – Like the difference between leaving a voice mail and the other person picking up and talking – Putting your brand out their and letting people contribute to it – How do you listen and engage consumer needs … over and above your brand needs – Creating a fair value exchange – experience for their attention
A recent Nielsen study of more than 22,000 active mobile data users, shows gaining acceptance of mobile advertising in the US reports Marketing Charts.
23 percent of US mobile subscribers (58 million people) say they have seen mobile advertising in the previous 30 days.
Half of mobile data users (51 percent, or 28 million people) who recall seeing a mobile ad say they responded to the ad in some way.
However, just 10 percent of US mobile data (e.g., text-messaging) users say they think advertising on their mobile devices is acceptable – but an increasing number appear to understand the value proposition of ad-supported mobile content, Nielsen said.
Nearly 1/3 of mobile data users say they are open to mobile advertising if it lowers their overall bill, according to the survey.
Among other findings of the study:
The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38 percent (from 42 million to 58 million).
Teen data users (age 13-17) were the most likely age segment to recall seeing mobile advertising (46 percent recalled seeing some type of mobile advertisement, compared with 29 percent of all data users).
26 percent of those who saw an ad responded at least once by sending an SMS text message, the most popular ad response.
9 percent say they have used click-to-call to respond to a mobile ad (i.e., users follow a link on their phone to call a specific number).
13 percent (18 percent of males) said they are open to mobile advertising if it improves the media and content currently available.
14 percent said they are already open to mobile advertising so long as it is relevant to their interests.
23 percent expect to see more mobile advertising in the future (up from just 15 percent in Q1 2007).
Perspective: The Australian market is probably 12-18 months away from these numbers, due to barriers such as access speeds and cost.
Mattel and Hasbro who the worldwide rights to the Scrabble game are suing the creators of Scrabulous, one of Facebook’s most popular applications for copyright infringement.
Scrabulous attracts over 600,000 daily users and nets the 20-something Indian brothers who created the application, $25,000 worth of advertising each month. So Hasbro has asked Facebook to take down Scrabulous.
This is where Legal deparments don’t understand social networks.
The Scrabulous fans are passionate about the game and are not happy about Hasbro’s heavy handedness.
Already, there are over 55,000 members in a Save Scrabulous Facebook Group that are talking of a boycott of all Mattel and Hasbro products.
So what should Hasbro and Matel do instead ?
Consider buying Scrabulous and use the passionate fans to evangelise scrabble as a learning game.
Hire the Scrabulous creators to develop online versions for other social networks.
Sponsor competitions of the online game.
Allow fans to create personalised scrabble games which they can design online.