Which Kent org is getting the most views on YouTube?

1. The BIG Social Media Audit
We evaluate 20 Kent
organisations to see
how they are using the
main key platforms
deeson-creative.co.uk
Authored by Emily Turner and •
deeson-creative.co.uk Jordan Hammond
@deesoncreative
@deesoncreative
© Copyright 2014 Deeson Group
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2. deeson-creative.co.uk
@deesoncreative
emilyt@deeson.co.uk
lizzieh@deeson.co.uk
01227 469060

3. The big Deeson
audit – how are Kent
organisations using
social media?
Who can we look to in Kent for inspiration across the main platforms, as well as emerging
ones?
The Deeson Creative team has completed a big audit of 20 local organisations, both in the
public and private sector.
We’ve been using our benchmarking tool to look at performance across nine platforms,
including Facebook, Twitter, YouTube, LinkedIn, Pinterest, Vine, Instagram, Flickr and Google+.
WHY SOCIAL MEDIA?
We know social media is a burning issue from our monthly Socialbury knowledge sharing
events, which brings together senior representatives from the county’s leading organisations.
Organisations have told us they are finding social media useful and exciting, but also a
resource drain, tricky to keep up with, difficult to measure, and hard to integrate in an
organisation’s culture.
THE BENCHMARKING PROCESS
We examined brand consistency, page set up, post frequency, response rate, engagement
levels, design customisation, community management, social etiquette and use of rich content.
There was a maximum score of 30 points per platform.
THE ORGANISATIONS UNDER THE MICROSCOPE
We audited: Visit Kent, Dover Castle, Canterbury Cathedral, Chatham Dockyard, The
Aspinall Foundation, Saga Holidays, Port of Dover, Manston Airport, P&O Ferries, DFDS
Seaways, Kent Police, Kent Fire & Rescue Service, Kent Community Health Trust, South
East Coast Ambulance Service, Kent County Council, University Kent, Canterbury Christ
Church University, Canterbury College, K College and Midkent College.
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@deesoncreative
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4. The Big Deeson Audit
Who’s being watched?
HIGHEST SCORE
20
CHANNEL CHAMPIONS: Aspinall Foundation, Saga Holidays, DFDS Seasways and K College
HIGHEST YOUTUBE SCORE
The internet was made for animals and nothing is
more shareable than animals doing funny things in
videos. The Aspinall Foundation proves this theory
with more than 8.5 million views on their YouTube
channel.
This organisation knows what people want to see
and they deliver extremely shareable video content.
An 18-second video of a gorilla walking like a
human notched up 3.5 million views alone. The
foundation is using the videos to prompt donations
with a call to action, helping them broaden their
audience.
Watch their videos here.
• Content – as we move to mobile internet, the
move towards shorter videos for faster download
will be key. Many videos are longer than two
minutes
• Community management – comments need
moderation to filter spam and respond to those
showing their appreciation
WHO'S ON YOUTUBE?
NOT ON
YOUTUBE
TIPS AND CONSIDERATIONS
Five organisations out of the 20 we reviewed aren’t
using YouTube as a channel. For those that are,
subscribers and views could grow through:
• Branding – some channels look unofficial as
logos haven’t been uploaded and header images
lack engaging visuals
• SEO – YouTube is the second biggest search
engine and many organisations aren’t thinking of
search terms when tagging or writing titles and
intro copy for videos
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@deesoncreative
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