2. Table of Contents Why a YouTube Brand Channel? Organization Integration Design Creativity
3. Why a YouTube Brand Channel? The YouTube channel structure allows brands to build customized central locations to present video content, while simultaneously using the platform as a base to optimize distribution to various social media properties, blogs, and other websites. Brand Channels can create an optimal user experience through organization and integration features as well as creativity in content and design
7. Business unit channels feature playlists of product divisions in their navigation section with a side link to the main list of HP channelswww.youtube.com/user/HP
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10. Bucketing Videos into Tabs Housing videos in different buckets/categories helps users find the content they are looking for It also helps brands guide users to the preferred videos they most want viewed Example: Windows separates videos on its YouTube channel into different tabs, using the carousel-like interface to give users a rich experience that allows them to easily find videos they seek; it also allows the brand to highlight the videos it most wants to show by defaulting to a specific tab http://www.youtube.com/windowsvideos
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12. Users can click on the topic and jump directly to that part of the videohttp://www.youtube.com/user/salesforce
13. Offering Search Functionality Giving users the ability to search for videos within a brand YouTube channel increases the likelihood they will find videos relevant to them Example: HBO provides a search functionality for all of its uploaded videos http://www.youtube.com/hbo
14. Giving Users Different Ways to Find the Videos Providing multiple ways of finding videos on a brand YouTube channel increases the likelihood users will find compelling content Example: In addition to its mosaic presentation of user-submitted entries, HP allows users to see the winning videos from its contest as well as view the finalists from each week Example: IBM features 16 videos that can be browsed by rolling-over them http://www.youtube.com/HPyourstory
15. Highlighting Preferred Videos Presenting the most-preferred current video as the default video introduces users to the YouTube channel with the most compelling content Updating these featured videos ensures they stay current and gives repeat users different experiences Highlighting additional preferred videos and accompanying them with brief descriptions allows users to easily watch more Example: HBO highlights its most current and relevant videos at the top of its channel page with a carousel of thumbnails and brief descriptions http://www.youtube.com/hbo
18. Allowing Sharing of YouTube Content on Other Social Media Making it easy to share videos on a YouTube channel via other social media channels increases exponentially the amount of possible viewers Example: The LionsGateLIVE YouTube channel for Saw 3D presented multiple opportunities for users to share the content on its YouTube channel, including sharing it through: Email Twitter Facebook 17 http://www.youtube.com/lionsgatelive
19. Allowing Users to Upload & View Non-Video Content Although the primary content on YouTube channels is video, providing users with the ability to view and upload other types of content (e.g. photos, text) gives channel viewers a more exciting all-around experience Example: The LionsGateLIVE YouTube channel for Kick-Ass the Movie allowed users to submit videos as well as photos of them as superheroes, accompanied by descriptions and superhero names http://www.youtube.com/lionsgatelive
20. Telling Users What’s Happening Outside of YouTube Increase engagement with non-YouTube content by showing users how they can get more of what they see on the channel Example: The YouTube channel for the NBA calls out (at the top of the page) when and where visitors can watch more of the NBA, live on TV http://www.youtube.com/user/nbaus
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22. Subscribing to Partner Channels www.youtube.com/user/nbaus Highlighting subscriptions to partner YouTube channels: Allows for other channels to subscribe to your YouTube channel Shows that the brand embraces social media as a means for fostering community and increasing access, not restricting it Example: The NBA’s YouTube Channel subscribes to a few partner channels which in turn subscribe to the NBA channel http://www.youtube.com/user/ESPN www.youtube.com/user/WNBA
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24. Giving Product Details Displaying details of product offerings allows users to learn about what the brand has to offer without leaving the YouTube experience Example: The final tab on the YouTube channel for Project: Report (partnership between YouTube, the Pulitzer Center, Sony, & Intel) gives product details of several Sony Vaio laptop computers; when clicked, this page brings users to sonystyle.com http://www.youtube.com/projectreport
25. Annotations that drive to other Web Properties For Coca-Cola’s Unlock the Secret Formula promotion, a video was placed on its YouTube channel with annotations that could only be activated at certain points in the video Users who clicked the annotations would be driven to the Twitter page of “Doc Pemberton,” who was supposedly the inventor of the Coke recipe Users could draw “clues” of how to unlock the formula from his tweets http://www.youtube.com/user/cocacola http://www.youtube.com/wariolandshakeit2008 http://twitter.com/#!/docpemberton
27. Keeping YouTube Channels Consistent with Brands & Campaigns Keeping look and feel consistent with the brand on the YouTube channel is key to providing a unified online presence Integrating current brand campaigns into the YouTube channel creates seamless messaging and extends campaign reach Example: Geico stays consistent with the current brand campaign with its top banner, its look and feel, and the default video currently featured http://www.youtube.com/geico
28. Mirroring the Website Keeping design and language consistent from the website to the YouTube channel keeps users within a single, seamless experience and reinforces the brand Example: Barack Obama kept the look and feel, design, and messaging consistent from his website to his YouTube channel www.barackobama.com www.youtube.com/barackobama
29. Presenting Videos Creatively YouTube offers the ability to present and organize videos on brand YouTube channels in ways that differ from the standard format It can add a layer of fun and discovery to the video browsing experience Example: HP’s YouTube channel defaulted to a mosaic view of entries into its You On You Project, where users uploaded, viewed, and voted on user-generated videos Example: Raisinets offers an interactive clickable roadmap to different playlists http://www.youtube.com/hp http://www.youtube.com/user/Raisinets
32. Interaction with Videos through Choose-Your-Own Adventure Storytelling Allowing users to choose options within their video viewing experience can result in increases in: User engagement and attentiveness Number of videos viewed Length of video viewership Example: Online comedic trio Chad Matt & Rob houses their interactive adventure video series on their YouTube channel http://www.youtube.com/user/chadmattandrob
33. Interaction with Videos through Choose-Your-Own Adventure Storytelling Allowing users to choose options within their video viewing experience can result in increases in: User engagement and attentiveness Number of videos viewed Length of video viewership Example: Online comedic trio Chad Matt & Rob houses their interactive adventure video series on their YouTube channel http://www.youtube.com/user/chadmattandrob
34. Allowing Videos to Interact with the Page Creatively integrating videos within the page it’s housed in piques user interest and creates a memorable experience for visitors Example: The gameplay video for Wario Land: Shake It interacted with its YouTube page as it played, destroying the structure of the page as Wario destroyed his video-game world http://www.youtube.com/wariolandshakeit2008
