1. Exploring Social Media
with Google
Prepared by:
Samantha Chen, Regional Business Acquisition Manager
Google Southeast Asia
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2. Singaporeans’ Media Consumption
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3. Singaporeans are an online community
Average weekly hours for different media activities
Internet 25.0
Broadcast TV 12.0
Radio (not via the internet) 7.5
Internet via mobile 7.4
TV shows or movies from unofficial sources 6.8
Digital
Radio stream via the internet 6.8
Online games on a PC
Singaporean
6.0
Recorded TV 5.7
spend more time
Newspaper 5.0 on the internet
Offline games on a PC 4.6 than watching
Official TV on-demand or ‘catch up TV’ 4.5 broadcast TV
Video on mobile phone 4.3
Offline games on a console 4.3
Online games on a console 3.8
Magazine 3.0
0 5 10 15 20 25 30
Base: All digital Singaporeans 15+ (n=1,066) Hours
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4. 71% 57% 53%
general
updates/info offers and
exclusive info deals
Motivations for connecting with brands on
social networks
45% 22% 20%
entertainment / to ask to have a
interest questions conversation
Base: Digital consumers 15+ who have connected with brands / organisations via a social network
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5. Social Media Lifecycle
Attention Interest Emotional Ownership
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6. Phase 1: Awareness & Interest
Google Search & Display
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7. Google Social Media Strategy:
Phase 1: Attention & Interest
YouTube Masthead Search Engine
Attention Interest Emotional Ownership
Appear on Websites
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8. Google Search : Information Centric
prevent drug abuse
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9. Display: Target Sites of Interest
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10. Phase 2: Emotion & Engagement
YouTube
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11. Google Social Media Strategy
YouTube Brand Channel
Attention Interest Emotional Ownership
Videos on YouTube Google+ Page
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12. The Youtube Singapore Community is big
The
Numbers
-­‐
Singapore
Each month in Singapore
2.3 Million Unique Viewers
watch videos on YT each month.
60 % reach of the
online population
4.4 Minute average session
for each video
5.2 hours of YouTube consumed by
each viewer over a month
11.3
- Average
visits
per
visitor
Source: Comscore July 2011
Source: ComScore July 2011
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13. Singapore YouTube Demographics
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14. Capture
your
audience
throughout
their
YouTube
Journey
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15. Ad Formats
Rich Media Video Ads Display Ads
Masthead
Standard
banner
Promoted
Videos
TrueView
in-­‐search
TrueView
in-­‐slate
Standard
YTVA
In-­‐Stream
TrueView
in-­‐stream
TrueView
in-­‐display
In-­‐Video
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16. 1. HOMEPAGE
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17. YouTube Masthead
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18. Case Study 1: Sharpie
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19. Case Study 2: Michael Jackson Wii Game
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20. Case
Study
3
:
Launch
Day
Masthead
!
SingTel
~800,000 Unique Users: 27% reach on a single day
1.4M impressions: ~2 impressions/visitor
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21. 2. SEARCH PAGE
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22. YouTube
Search
Page
-­‐
Banners
Use
the
Search
Page
for
your
Rich
Media
crea5ve
for
a
high
reach
placement
OVERVIEW
• MPU can be a standard image, Flash,
Rich Media or Video
• Can run of YouTube search pages or
YouTube watch pages
BEST PRACTICE
• Have the ad click through to your
Brand Channel
• Sell the benefits of your channel (more
videos, interaction possibilities, prizes
etc)
• Standard Med Rec - 300x250
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23. YouTube
Search
Page
–
Promoted
Videos
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24. 3. WATCH PAGE
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25. YouTube Watch Page - InVideo Ads
OVERVIEW
• Ad will be seen by YouTube users as they
watch video content within the relevant
categories
• An InVideo ad can be a Text or Display
overlay
• Optional companion banner recommended
BEST PRACTICE
• Use the companion banner to link
through to your channel with clear
directional messaging
• Have the InVideo ad click through to
your channel
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26. YouTube Watch Page - Pre Roll Ads
OVERVIEW
• Amazing
reach
• Highly
engaging,
highly
visible
• Can
be
Pre
Roll
Recommended
to
use
the
opGonal
companion
banner
• 15
second
pre
roll
ad
appears
before
video
play
+
300x60
companion
ad
(staGc
or
flash)
BEST PRACTICE
• Use
the
companion
banner
to
link
through
to
your
Brand
Channel
with
clear
direcGonal
messaging
• Have
the
Pre
Roll
Ad
click
through
to
your
channel
• Why
not
tell
people
in
your
ad
that
they
can
watch
more
videos
on
your
channel?
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27. Standard
Banner
Ad
300x250
AD SPEC:
 300x250
AD FUNCTIONALITY:
 Static image or rich media
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28. 4. BRAND CHANNEL PAGE
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29. One-Stop Platform for Social Media
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30. Live News Feed from Social Networks
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31. Capture their Attention with Mimicry
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32. Hook & Entertain with interactive thematic games
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33. Expand your Community
– Video & Image Uploads
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34. Sentiment Collection with Surveys
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35. Engage with “Live Stream” (events, interviews)
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36. Rally and Connect – People & Platforms
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37. Engage with “Live Stream” (events, interviews)
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38. Engage with “Live Stream” (events, interviews)
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39. Case Study: US Government
More than 150 federal
agencies have
YouTube Channels
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40. Your Life – shared on the Web
Google+
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42. Google+ : real life sharing, rethought
for the web
circles hangouts mobile
share what say hello, share what’s
around when
matters face-to- you’re on the go
with the people face-
who to-face
matter most
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43. google+ pages
your google+ page is the centerpiece of your presence on google+
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44. a single home for your +1 s
• +1 count/button:
• this includes +1 s directly
on your page, as well as any
+1 s on buttons that point to
your website s url*
*verification code installation required
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45. Ripples: watch how posts get shared (coming soon)
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46. Hangouts!
President Barack Obama Hosts a Hangout
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48. Track and Measure Campaigns
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49. Evaluate Campaign Success
• Google Analytics: free analytics and reporting for websites
What are consumers doing
on my website? And why?
How are users engaging
with my site?
How can I make my
marketing campaigns
accountable?
Am I spending money to
create effective content?
How do I improve the user
experience? www.google.com/
analytics
49
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50. Leverage the World s Largest Focus Group
YouTube Insight
Track online video viewership using
YouTube s analytics and reporting tool.
Insight provides video-level data that
helps you understand your audience:
the who, what, when, where, and how
people came to watch your videos.
Optimize your campaigns by
measuring and analyzing:
Views and Popularity
Discovery
Demographics
Community Engagement
Audience Attention
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51. Did My Campaign Have Impact?
Also Ask Search.
October
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52. The Google Social Solution
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53. Putting it all Together
Engagement
Facebook YouTube
Brand
Viral Video Chanel
Events YouTube
YouTube Google+
Videos
Masthead
Radio
Website
Broadcast Active Stakeholder
(1-way) (2-way)
Display
Network PR
Remarketing Search
AdMob
Newspapers
Information
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54. Google Social Media Strategy
YouTube Masthead Search Engine YouTube Brand Channel
Attention Interest Emotional Ownership
Appear on Websites Videos on YouTube Google+ Page
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55. What’s Next? Google Social Search
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57. Questions?
Thank you!
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