A look at the evolution of YouTube as a video-sharing platform, including case studies and top tips and tools. Prsentation given at the MyNewsDay event in Stockholm on 12 October 2011.

1. @AdamVincenzini The good, the bad and the ugly

2. Today’s Focus Impact On Reputation

3. Outline 1 About 2 YouTube: The Basics 3 Case Studies Tools and Takeaways 4

4. About

5. About Paratus We: Create and maintain relationships with people who matter 8 years old and counting London base, global reach Integrated team of 25

6. Our ethos

7. YouTube: The Basics

9. 2nd biggest search engine in the world (after Google)

10. 400 tweets per minute contain YouTube links

11. YouTube mobile now gets 100 million visits a dayYouTube has made online video accessible to all

12. Timeline

13. Timeline 10 hours of video uploaded every minute Comments enabled Google buys YouTube First video 2005 2006 2007 2008 YouTube mobile site launched $8 million profit Geotagging Ads begin *In 2006, 33% of internet users visited video-sharing sites

14. Timeline Middle East launch 20 hours of video uploaded every minute US President channel launched Exceeds 2 billion views a day Live content 2009 2010 2011 2012 YouTube rentals launched ? U2 live concert stream Becomes 3rd most popular global website *In 20011, 71% of internet users visited video-sharing sites

15. YouTube vs. Others YouTube: 78.5% Hulu: 2.9% Bing Videos: 1.9% Yahoo! Video: 1.2% Megavideo: 0.5% Source: Experian video / multimedia market share report, April 2011

16. Opportunities / Threats

17. Opportunities / Threats Video content is easy to produce and share Video content is easy to consume Video content is very ‘searchable’ Video content evokes responses “In equal measure”

18. Participants

19. Collective community (Individuals) Actives Contributors Super Users Passives Influence

20. Collective community (Organisations) “Ad hoc participation” “Active members of community” Active (consistent) Semi-Active (inconsistent) Resonance

21. Semi-active participants Post new content ‘now and then’ May respond to comments Consistent Inconsistent

22. Active participants Publish new content regularly Always interacting with other users Promote other people’s content Subscribers as goal, not just ‘views’ Constant cross-promotion Activity based on audience insight

23. An example Consistent Inconsistent http://www.youtube.com/youtube

24. Key takeouts

26. Brand integration / activation followed

27. Standing out isn’t easy, but not impossible

28. Brands need to take a long-term approach

30. Types of video

31. ‘All-in-one’ 2008

32. ‘Do not try this at home’ http://youtu.be/BIWeEFV59d4

33. ‘Do not try this at home’

34. ‘Do not try this at home’ http://youtu.be/DHinXYqbSys http://youtu.be/aHHwFcL37VM

35. ‘Do not try this at home’ http://youtu.be/mrEdYueahO8

36. ‘Do not try this at home’ http://youtu.be/xoZbWKQYMzA

37. ‘Do not try this at home’ “I’m outraged that Nike is taking a clearly dangerous trick and using it to sell shoes”

39. Fine line between compelling and open to criticism

40. Treat like any other ‘public’ activity

42. ‘Never stop improving’ http://www.youtube.com/user/Lowes

43. ‘Never stop improving’

44. ‘Team Hot Wheels’ http://youtu.be/1WNppMZL9VA

45. ‘Team Hot Wheels’

47. Lowe’s: Solves problems (and showcases products)

49. ‘Collaborations’

50. ‘Collaborations’

52. Only build new ones if there is a real need

55. Subtle brand presence

57. Vote

58. Favourite

59. Subscribe

60. Make playlists

62. http://www.youtube.com/create

65. Create stories with multiple possibilities (viewers click to choose the next scene)

67. Bonus resources 15 nifty YouTube tips and tools http://www.paratuscommunications.com/index.php/2011/06/15-nifty-youtube-resources-tips-and-tricks/ http://www.youtube.com/creators/playbook.html http://viralvideochart.unrulymedia.com/

68. Thank you!

69. For further information: Adam Vincenzini M / +44 7932 082 124 E / adam@paratuscommunications.com Twitter / @AdamVincenzini Paratus Communications www.paratuscommunications.com Twitter / @ParatusComms Facebook / ParatusComms