Youtube Marketing – เทคนิคเด็ดทำการตลาดด้วยวีดิโอ Youtube Cr. Google ประเทศไทย Cr. www.designil.com

1. YouTube Confidential and Proprietary
“How YouTube
would change the way of marketing”
Spark Conference 2 : Age of Expertise
1

2. Google Confidential and Proprietary
Pornthip Kongchun
Country Marketing Manager-Thailand

3. Google Confidential and Proprietary
Google Confidential and Proprietary
Before the YouTube Thailand Launch
We see billions of views on YouTube
every month in Thailand
Thais are watching millions of hours
of YouTube every day
Over 1/3 of YouTube watch time in
Thailand is from a mobile device
At time we launched YouTube in Thailand

4. Google Confidential and Proprietary
A video platform with many strengths
Scale
6B+ hrs/month watched
Reach
1B+ users; >80% of views
come from outside US
Broad corpus:
~300 hrs uploaded per min
Monetization:
+50% Y/Y Watchtime/
Revenue
Fan Engagement:
#1 Fanbase site worldwide
2

5. TOP YOUTUBE CHANNELS (Number of Subscribers)
687 Channels now have over one million
subscribers
17.7
million
SMOSH JENNA
MARBLES
PEWDIEPIE RAY
WILLIAM
JOHNSON
NIGA HIGARIHANNA
VEVO
HOLA SOY
GERMAN
MACHINIMAONE
DIRECTION
VEVO
13.2
million
26.9
million
10.7
million
12.4
million
13.8
million
17.5
million
11.2
million
13.2
million
YouTube data (May 2014)
KATY
PERRY
VEVO
12.7
million

6. Google Confidential and Proprietary
13YouTube Thai channels
with 1M+ subscribers

7. Google Confidential and Proprietary

8. YouTube Confidential and Proprietary 8
Source: YouTube User Profiling, Thailand, December 2014
Question Y1, Y3, Y2, G6, Y7a, Y5a. Base: All using YouTube (976)
81%
on mobile 77%
on PC / laptop
Device used
68%
for info
YouTube helps
me decide on
products
7
Average video
genres watched
on YouTube
6-11PM
43% spend
45 mins or more
Peak YouTube Average
87%
1st source
for videos
General
perception of
YouTube
Thailand YouTube Profiling

9. 9Google Confidential and Proprietary
Source: Connected Consumer Study, Thailand, Q1 2015
Question Q4TVc, Parallel internet usage whilst watching TV last month
Base: All using YouTube at least once a month, n = 315
50%ของผู้ใช้ YouTube ท่องอินเทอร์เน็ต
ระหว่างดูทีวี
rce: Connected Consumer Study, Thailand, Q1 2015
50%of YouTube users surf the internet
while watching TV

10. 10Google Confidential and Proprietary
YouTube viewing pattern mirrors TV
Source: YouTube User Profiling, Thailand, December 2014
*Not drawn to scale

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13. Google Confidential and Proprietary
The evaluation of Ads Platform

14. 5.8M Views 3.1 M Views
1.43M Views 1M Views2.8M Views 1.4M Views
7.9M Views17.3M Views

15. 15
DO YOU SKIP ADS?

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20. Unmediated relationship
with your fans
2014 YouTube Ads Leaderboard
ประเทศไทย
Dtac
The Power of Love
Video Link
Thai Life Insurance
Unsung Hero
Video Link
Closeup
Jin Rak Chabab Online
Video Link
Pond’s
Jigsaw
Video Link
King Power
ความคิดถึงกันมีค่ามากที่สุด
Video Link
LINE
The Final Millionaire
Video Link
Garena
Behind the Scene -
HoN Announcer
Video Link
Thanachart
สู้เขาชาต
1,250,833 views
Video Link
CLEAR
จริงหรือเปล่าที่ผู้ชาย
Video Link
AIS
Sarnrak
Video Link

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22. Google Confidential and Proprietary 2
1. Take all the time you need

23. Google Confidential and Proprietary2. Give event a before and after

24. Google Confidential and Proprietary
3. Expand successful storyline

25. Google Confidential and Proprietary
Launch Workshop
4. Shape the cultural conversation

26. Google Confidential and Proprietary
5. Leverage creator Know-how

27. !
!
!
!
!
Creating a viral video is not a strategy anymore

28. Google Confidential and Proprietary
The PROBLEM with
going viral
Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014
0
150,000
300,000
450,000
600,000

29. It’s not just about VIRAL Video - Consistent Content is a key
attention/activity/reach
timeline
act like an advertiser here
act like a
YouTuber
here

30. 30

31. Search Browse
Looking for answers to questions Looking to be entertained, ready
to be distracted
Be the most compelling
answer to the question
entertain and inspire through
emotional storytelling
Hygiene content Hero content
Create content based on user behavior

33. HERO
Example - Lego Movie Official Trailer
entertain and inspire with emotional storytelling promoted through advertising

34. HUB
Example - 5,000 Lego Bricks, Unlimited Inspiration
give a fresh perspective on your target’s passion points

35. HYGIENE
Example - Creator Designer Tips
be the most compelling answer to the question
discovered through search

36. HERO
HUB
HYGIENE
LEGO Content Pyramid

37. YouTube Confidential and Proprietary

38. YouTube Confidential and Proprietary 38
You need to think more like
a content creator

39. YouTube Confidential and Proprietary 39
Launch Workshop
Title Text
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
Resources
required
CollaborateCreate Curate

40. YouTube Video Marketing
turns watchers to Consumers
win your customer’s heart
turns advertising to Content
advertise by Invitation
turn Viewer to be SuperFan

41. YouTube Confidential and Proprietary 41
Thank you!