Make your business stand out from the competition with video marketing! Learn how to create quality content for your brand’s YouTube channel and build an always-on programming strategy. Follow our guidelines and turn your YouTube channel into a powerful marketing tool, build an engaged community of subscribers / advocates and drive online and offline sales.

1. Synergie Productions
YouTube Marke,ng: How to Build a Content Strategy
for a Brand Channel
1,619,707 views 1 day ago
Make your business stand out from the compe>>on with video
marke>ng! Learn how to create quality content for your
brand’s YouTube channel and build an always-on programming
strategy. Follow our guidelines and turn your YouTube channel
into a powerful marke>ng tool, build an engaged community of
subscribers / advocates and drive online and offline sales.
Discover more video marke>ng opportuni>es here:
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2. Table of Contents
YouTube Marke,ng: How to Build a Content Strategy for a Brand Channel
Synergie Produc>ons • 6 videos • 1,619,707 views • Last updated on March 16, 2016
1
2
3
4
5
6
Key YouTube Datas & Sta,s,cs 2015 / 2016
by Synergie Produc>ons
How to Define Objec,ves and KPIs
by Synergie Produc>ons
How to Build a Branded Content Strategy
by Synergie Produc>ons
How to Build a Content Crea,on Strategy
by Synergie Produc>ons
How to Build a Content Programming Strategy
by Synergie Produc>ons
How to Leverage Social Interac,ons
by Synergie Produc>ons
3:33
3:33
3:33
3:33
3:33
3:33
Play all

3. 1. Key YouTube Datas & Statistics 2015 / 2016
By 2019, video will account for 80% of all Internet traffic*.
There is a good reason why brands should be priori>sing online video content: because consumers are.
In a world of short aMen>on spans and increasing op>ons, video is a rich medium for communica>ng key messages in an engaging
way in just a short >meframe. It helps brands connect with their target audience through emo,on, is inherently shareable, and
can adapt easily across devices - par>cularly mobile.
This is especially important since consumers are now in control. They choose what they want to watch, when, where and how
they want it. As technology is growing more personal, not only they expect brands to bring an added value to them, but also they
want to interact with these brands through sharing, commen>ng and joining a conversa>on.
Video can help leverage shared passions and start a conversa>on in order to forge deeper bonds with consumers.
As the 3rd most visited website in the world, 2nd largest search engine and number one online video plaXorm, YouTube should
undoubtedly be a priority in a content marke>ng strategy. As a social media, it is patronised by a hyper-engaged, highly-connected
audience who craves the two-way communica,on YouTube offers - and that TV hardly does.
If brands shouldn’t limit their online video distribu>on strategy to YouTube, it should certainly be the cornerstone of cross-channel,
device-agnos>c campaigns which are key to social success.
In this chapter, we will look into key YouTube datas and sta>s>cs (2015 / 2016) in order to highlight:
1.1 The Massive Youtube Ecosystem
1.2 Top Brands: Audience Analy,cs
1.3 Top Brands: Interac,on Analy,cs
*Source: Cisco VNI visual networking index, May 2015
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4. 1.1 The Massive YouTube Ecosystem
70Countries
70 countries
post content in
76 languages
300
Hours
300 hours of video
are uploaded
every minute
SixBillion 6 billion hours of video
are watched monthly
Hundreds
of Millions
YouTube is now being accessed
from hundreds of millions of devices
17%
17% of all
Internet traffic
flows through
YouTube
40
Minutes
Mobile YouTube users
spent 40 minutes on
average session, up
more than 50% y/y
2nd
Largest
YouTube is the 2nd
largest search engine,
behind Google
One
Billion
More than 1 billion
unique users visit
YouTube each month
50%
Mobile
50% of views,
globally, are from
mobile devices
40%
The number of
advertisers running
video ads on
YouTube is up more
than 40% y/y
Sources: Concept5.com, YouTube Press Statistics, Statistic Brain, Statista

5. 1.2 Top Brands: Audience Analytics (All Time)
Most Subscribed Brand YouTube Channels
1 Red Bull 5,016,644
2 PlaySta>on 4,129,421
3 Google 3,864,299
4 GoPro 3,780,572
5 Apple 3,073,121
6 Rockstar Games 2,636,286
7 Nike Football 2,373,697
8 VAT19 2,317,318
9 Ubisos 1,785,622
10 Samsung Mobile 1,649,759
Most Viewed Brand YouTube Channels
1 Angry Birds 2,490,808,332
2 LEGO 2,281,695,983
3 VAT19 1,789,029,496
4 Red Bull 1,397,607,631
5 GoPro 1,115,020,639
6 Google 985,658,775
7 PlaySta>on 940,444,216
8 Coca-Cola 854,001,765
9 TOBOTYOUNGTOY 696,534,448
10 Ubisos 662,525,105
Sources: Socialbakers, YouTube, March 2016 Sources: Socialbakers, YouTube, March 2016

6. Rank Channel Number of Likes Number of Dislikes Comments Total Interac,ons
1 VAT19 966,205 37,022 139,709 1,142,936
2 PlaySta>on 761,446 148,424 195,268 1,105,138
3 GoPro 513,389 14,007 28,384 555,780
4 Red Bull 433,733 11,801 29,793 475,327
5 LEGO 384,574 49,940 17893 452,407
6 Nintendo 274,124 24,393 74,584 373,101
7 Monster High 225,238 15,487 5,618 246,343
8 Ubisos 182,786 9,378 34,210 226,374
9 Xbox 169,596 9,756 19,083 198,435
10 Coca-Cola 163,304 11,830 10,044 185,178
Source: ChannelMeter, March 2016
1.3 Top Brands: Interaction Analytics (Jan-March 2016)

7. Rank Channel Number of Likes Number of Dislikes Comments Total Interac,ons
1 VAT19 966,205 37,022 139,709 1,142,936
2 PlaySta>on 761,446 148,424 195,268 1,105,138
3 GoPro 513,389 14,007 28,384 555,780
4 Red Bull 433,733 11,801 29,793 475,327
5 LEGO 384,574 49,940 17893 452,407
6 Nintendo 274,124 24,393 74,584 373,101
7 Monster High 225,238 15,487 5,618 246,343
8 Ubisos 182,786 9,378 34,210 226,374
9 Xbox 169,596 9,756 19,083 198,435
10 Coca-Cola 163,304 11,830 10,044 185,178
Source: ChannelMeter, March 2016
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How to Define Objectives and KPIs
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8. 2. How to Define Objectives and KPIs
YouTube Marke,ng is all about ge_ng the right video in front of the right audience to trigger the right ac,on.
However, pos>ng videos online hardly makes for an efficient and meaningful content marke>ng strategy, especially when it comes
to crea>ng and managing a YouTube channel. It needs to have a purpose: what are your trying to achieve for your brand?
Essen>ally, defining priority objec>ves and relevant metrics goes back to answering the following ques>ons:
‣ Objec,ves:
What problem are your trying to solve? What role do you want your videos to play in the marke>ng mix / customer’s journey ?
When it comes to YouTube marke>ng, we can highlight 5 main objec>ves :
1- Build awareness
2- Influence considera,on
3- Grow engagement
4- Drive conversions
5- Build advocates
‣ KPIs:
What does success look like for you? Is it about views? Ac>ons? Loyalty?
To properly track your efforts, you should pick only two or three indicators, depending on your specific objec>ves. The other
metrics can be used for diagnos>cs or op>misa>on.
When brands get confused about what they can accomplish with YouTube, I remind of them of one simple fact: YouTube moves people. YouTube can
move people to choose your brand, it unlocks audience parHcipaHon, and it’s effecHve at influencing your customer’s head, heart, and feet.
Lucas Watson, Vice President of Global Brand Solu>ons at Google - ÜberTube 2014 Brand Summit
Synergie Productions

9. Objectives and KPIs
Objec,ve Sub-objec,ve KPI
Build awareness ‣ Do your videos drive a strong audience ?
‣ # views
‣ # unique users
Influence considera,on
‣ Do your videos capture your audience’s
aMen>on?
‣ watch >me
‣ % audience reten>on
‣ % drop-off
‣ Do your videos drive traffic to other of
your videos?
‣ # clicks (annota>ons, featured &
recommended videos)
‣ % view-through (VTR)
Grow engagement
‣ Is your audience willing to converse with
your brand?
‣ # or % comments
‣ Is your audience loyal to your channel?
‣ # subscribers
‣ % audience subscribes
Drive conversions
‣ Do your videos drive traffic to your
website?
‣ # or % clicks (ads, annota>ons, URLs)
‣ # or % conversions
Build advocates
‣ Is your audience endorsing or sharing your
content?
‣ # or % likes and favorites
‣ # or % shares
Watch our video on how to build a branded content strategy
to target your audience’s interests and reach your
objectives!

10. Objec,ve Sub-objec,ve KPI
Build awareness ‣ Do your videos drive a strong audience ?
‣ # views
‣ # unique users
Influence considera,on
‣ Do your videos capture your audience’s
aMen>on?
‣ watch >me
‣ % audience reten>on
‣ % drop-off
‣ Do your videos drive traffic to other of
your videos?
‣ # clicks (annota>ons, featured &
recommended videos)
‣ % view-through (VTR)
Grow engagement
‣ Is your audience willing to converse with
your brand?
‣ # or % comments
‣ Is your audience loyal to your channel?
‣ # subscribers
‣ % audience subscribes
Drive conversions
‣ Do your videos drive traffic to your
website?
‣ # or % clicks (ads, annota>ons, URLs)
‣ # or % conversions
Build advocates
‣ Is your audience endorsing or sharing your
content?
‣ # or % likes and favorites
‣ # or % shares
Up next
How to Build a Branded Content Strategy
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11. 3. How to Build a Branded Content Strategy
A powerful and relevant content strategy should lie at the intersec,on of a brand’s value proposi,on and its audience's passion
points.
What unique and truly legi>mate content can your brand create to best engage your consumers and earn their loyalty?
When people look for answers, discover new things, make decisions or just have fun, they are most likely to turn to Internet - and
increasingly to YouTube. As consumers, they want to be catered to with helpful content and entertaining stories. These moments
of intent are called by Google micro-moments and they are redefining the consumer’s journey: people want the right content
right away.
By focusing on their passions and interests, brands can hold their audience’s aMen>on and connect with them in an authen>c way
and take advantage of their everyday micro-moments.
Provided that your video content is true to your brand's iden>ty and posi>oning, there are three main ways to add value for your
audience, pique their interest and answer their needs:
‣ INSPIRE the audience with emo>onal and relatable stories
‣ EDUCATE the audience with useful informa>on
‣ ENTERTAIN the audience by surprising them, making them laugh or sharing spectacular content
In this chapter, we will have a closer look at the following:
3.1 Branded Content Strategy Map
3.2 Four Types of Video Micro-Moments
3.3 Add Value: Three case studies
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12. 3.1 Branded Content Strategy Map
Branded content strategy territory
What value will your brand content add for your consumers when experiencing micro-moments?
Mee,ng point
Content Programming Strategy
Target Consumer’s Interests and Passions
What does your audience care about?
Inspire
Emo>onal and relatable stories
Educate
Useful informa>on
Entertain
Surprising / Funny / Spectacular content
Brand Iden,ty & Posi,oning
What does your brand stand for?
Content Crea,on Strategy

13. 3.2 Four Types of Video Micro-Moments
Source: Video micro moments: What Do They Mean For Your Video Strategy
Lucas Watson - think with Google, October 2015
XMore information
Micro-moments: Learn about this
new consumer behaviour and
what it means for brands
By think with Google
Click here

14. 3.3 Added Value: Inspire XMore information
Case study: Clean & Clear - #SeeTheRealMe series
By Johnson & Johnson
Brand’s posi,oning: Skin care products
Brand’s value: Beauty comes from being confident,
comfortable and secure in your own skin
Target audience: Teenage girls
Audience’s passions & interest: Today, teens want to be
seen and heard, but are afraid of being judged
Mee,ng point: Empowering teenage girls with inspiring
self acceptance speeches - “The best acceptance
speeches are the ones we give ourselves”
Branded content strategy:
#SeeTheRealMe series : a series of 1minute+ video
portraits introducing real teenage girls “having the
courage to show who they really are, and what makes
them unique”
The series also features: collabora>ons with influencers
(teenage girls band Fish Harmony, YouTuber Princess
Lauren); Q&A sessions; Behind the Scenes; tes>monials
from consumers (Morning Burst); >ps and tutorials, ads,
etc.
Results: 33,020 subscribers - 37,452,889 views
126
VIDEOS

15. 3.3 Added Value: Educate XMore information
Case study: Kraj Recipes
By Kraj Foods
Brand’s posi,oning: Food and beverage
Brand’s value: To provide high quality, great taste and
nutri>on for all ea>ng occasions whether at home, in
restaurants or on the go.
Target audience: Busy moms with kids in the household
Audience’s passions & interest: Cooking for family and
friends
Mee,ng point: Empowering moms with meal ideas and
recipes for everyday life and special occasions
Content strategy:
How-to instruc>onal techniques (30 seconds to 1 minute
videos); Cooking classes (about 3 minutes); tes>monials
from housewives and professionals
Besides, Kras is a mul>-channel network (MCN) that also
runs product-based YouTube channels like JELLO, Kras
Macaroni and Cheese, Oscar Mayer, Miracle whip, etc. as
well as a channel dedicated to the la>no community:
Comida Kras
Results: 44,311 subscribers - 17,864,776 views
492
VIDEOS

16. 3.3 Added Value: Entertain XMore information
Case study: VAT19
By VAT19
Brand’s posi,oning: Online store for unique and fun
products
Brand’s value: To sell products that are “curiously
awesome”
Target audience: “Him”, “Her”, “Kids”, “the Host or
Hostess”, “The Inner Child”, “The Person Who Has
Everything”
Audience’s passions & interest: Gis giving
Mee,ng point: Showing how the products work while
pu•ng a smile on the consumer’s face at the same >me
Content strategy:
30 seconds to 3 minutes ads, video clips and product
demos designed as comedy skits and starring comedians
The channel also features: web shows (Awesome Time…);
Recurring characters (Redford, Chauncey, The Southern
Gentleman…); Collabora>on with influencers (YouTuber
Rebecca Zamolo, Clintus…); Behind the Scenes: OuMakes
& Bloopers; Challenges; Curated videos from fans
Results: 2,285,991 subscribers - 1,754,284,620 views
860
VIDEOS

17. Case study:Vat19
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How to Build a Content Creation Strategy
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18. 4. How to Build a Content Creation Strategy
Video is the perfect medium to tell your brand’s story in a way that creates an emo,onal investment in your company.
People relate to a•tudes, hopes, values or fears found in stories. Rather than blatantly selling or promo>ng your products,
storytelling allows you to make a real emo>onal connec>on with your audience: it gives you the ability to deliver your key
message without aliena>ng them.
This being said, building an always-on video content crea>on strategy can be really challenging for marketers. This is where the
“CCC” framework comes in:
‣ CREATE
This type of content is created by the brand. It captures the brand's tone and offers a more tradi>onal crea>ve polish. It might
simply be entertaining video that gets people's aMen>on, or it might deliver on specific micro-moments.
‣ COLLABORATE
This type of content is the product of the brand's collabora>on with digital influencers (creators and channels directly or talent
agencies), who are the new icons of pop culture. However, this requires authen>city: collabora>ons work when influencers’ voice
align with brands’ values and purpose. Done properly, brands get word of mouth marke>ng while also reaching a much wider and
engaged audience.
‣ CURATE
This type of content is crased by consumers. Video is then used as a tool for storymaking, in which consumers get to take part.
According to Ipsos MediaCT, user-generated content (UGC) is 35% more memorable and 50% more trusted than other types of
media and informa>on (2014).
In this chapter, we will have a closer look at the following:
4.1 The “CCC” Framework: Strategy and Crea,ve Guidelines
4.2 Case studies: Create, Collaborate & Curate
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19. 4.1 “CCC” Framework: Strategy and Creative guidelines
STRATEGY CREATE COLLABORATE CURATE
Mechanism Storytelling Storymaking
Source Created by the brand Brand’s collabora>on with YouTube
creators (influencers)
User generated content (UGC)
(result from call-to-ac>on or gathered across
social channels)
Benefits
‣ Set the brand’s tone
‣ Tell a story that is inspiring, educa>onal
or entertaining
‣ Total crea>ve control that helps your
brand meet your audience’s micro-
moments
‣ Help your brand broaden its relevance
‣ Help connect with a uniquely engaged
fan base and build a community
‣ Leverage the exper>se of experienced
creators
‣ Keep message authen>c and relatable
‣ FlaMering for your audience
‣ Develop a sense of ownership and
connec>on to the brand
‣ Trusted and memorable for the audience
CREATIVE
GUIDELINES
Targe,ng Discoverability Shareability
‣ Determine your prime target: broad
audience / niche audience
‣ Benchmark your compe>tors
‣ Audit your exis>ng content and analyse
its performances
‣ Iden>fy trending subject maMers
‣ Consider highly searchable topics
(search results)
‣ Create “evergreen” videos searchable
over >me (how-to, etc.)
‣ Be original / surprising
‣ Connect through emo>on
‣ Appeal to your audience’s values
‣ Bring useful informa>on
Accessibility Consistency Authen,city
‣ Be comprehensible for a first->me
viewer (each episode of a show should
stand on its own)
‣ Tease or recap your subject at the
beginning of your video
‣ Develop a consistent format / voice /
schedule to make it familiar to your
audience
‣ Favour serialised storytelling to
increase fan’s expecta>ons and loyalty
‣ Cast subject maMer experts or industry
professionals to add credibility to your
message
‣ Showcase real-life fans stories to make
your message relatable
‣ Consider telling the back story of your
brand

20. 4.2 Case Studies: Create XMore information
Hot Wheels Labs
By Hot Wheels (Maoel)
Format: Web series
Genre: Science show
Length: About 2 minutes
Number of episodes: 8
Descrip,on: “The Professor” explains laws of
physics to kids in a fun way using toy cars and
race tracks
Added value: Educate / Entertain
Expedia Vaca,on Travel Guides 2015
By Expedia
Format: Web series
Genre: Documentary
Length: 4 to 15 minutes
Number of episodes: 21
Descrip,on: Inspiring travel guides about
des>na>ons around the globe, made up of
beauty shots, >ps and useful informa>on
Added value: Inspire / Educate
Easy To Assemble
By Ikea
Format: Web series
Genre: Sitcom
Length: 2 to 10 minutes
Number of episodes: 48 (4 seasons)
Descrip,on: Illeana Douglas plays a fic>onal
version of herself trying to quit ac>ng and
work a "real job" in an IKEA store
Added value: Entertain

21. XMore information
4.2 Case Studies: Collaborate
Pepsi Max Challenges
By Pepsi Max
Format: Ad campaign
Genre: Extreme sports
Length: 2 to 4 minutes
Number of episodes: 5
Descrip,on: Pepsi Max challenges YouTube
stuntmen to create something original and
unbelievable. The brand’s purpose is to
encourage people to break out of their rou>nes.
Added value: Inspire / Entertain
Michelle Phan Makeup Tutorials With
Lancôme
By Lancôme USA
Format: Tutorials
Genre: Beauty & Style
Length: 45 secondes to 10 minutes
Number of episodes: 30
Descrip,on: YouTube superstar and makeup
ar>st Michelle Phan shares her beauty >ps and
tricks using Lancôme products
Added value: Educate / Inspire
Orangina & Le Studio Bagel : La Saga!
By Orangina France
Format: Ad campaign
Genre: Comedy
Length: 30 secondes
Number of episodes: 8
Descrip,on: Humour is part of Orangina’s DNA.
The brand naturally turned to Studio Bagel - a
collec>ve of French YouTube comedians - for a
series of shorts spoofing American blockbusters
Added value: Entertain

22. XMore information
4.2 Case Studies: Curate
GoPro Awards: Official Selec,ons
By GoPro
Format: Compe>>on
Genre: Extreme Sports
Length: 1 to 2 minutes
Number of videos: 28
Descrip,on: Consumers can submit photos,
raw clips and video edits captured with a
GoPro. The brand grants cash awards to
their favorites in each category
Added value: Inspire / Entertain
Favorites: User Created Rockstar Editor
Videos
By Rockstar Games
Format: Video edi>ng
Genre: Video games
Length: Miscellaneous
Number of videos: 113
Descrip,on: Crea>ons by GTAV PC Players
using the Rockstar Editor’s deep suite of video
edi>ng features
Added value: Entertain / Inspire
Sony’s “Liked Videos”
By Sony
Format: Miscellaneous
Genre: Miscellaneous
Length: Miscellaneous
Number of videos: 75
Descrip,on: Product reviews, demonstra>ons,
unboxing and crea>ons from fans and friends
found all over YouTube
Added value: Inspire / Educate / Entertain

23. Cancel
Up next
How to Build a Content Programming Strategy
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24. 5. How to Build a Content Programming Strategy
“Programming” means crea,ng a cohesive viewing experience across a channel: each video should fit into the larger channel
vision.
One of the biggest opportunity a video plaƒorm like YouTube gives to brands is to adopt a more strategic, longer-term approach to
video, designed to build an audience of engaged viewers over >me. But this requires consistency and sustainability.
Therefore, you need not only clear programming formats, but also a planned content calendar that tells you what content to create,
when and why. As a maMer of fact, it should be aligned with your media buys and annual marke,ng plan to help you priori>se and
engage the right audience at the right >me.
In order to achieve that, your strategy should be ar>culated around three types of content, defined by Google itself as follows:
‣ HELP
Always-on “pull” content. Op>mised for search, it is designed to capture users’ intent and provides them with the best answers to
their queries, either interests or needs (e.g. product tutorials, how-to content, customer service, etc.)
‣ HUB
Regularly scheduled content. This quality, serialised content gives a fresh perspec>ve on your target's passions and encourages return
viewing through subscrip>on (e.g. web series, behind the scenes, ver>calised content about a product line, etc.)
‣ HERO
Tentpole content. These campaign videos use a highly emo>onal, entertaining and shareable storytelling. It is designed to be pushed
to a massive audience through paid media and is ac>vated by major marke>ng moments (e.g. product launches, industry events, etc.)
In this chapter, we will have a closer look at the following:
5.1 “HHH” Framework: Modus Operandi
5.2 “HHH” Framework: Content Calendar
5.3 Case studies: Three Brand’s Content Pyramid
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25. 5.1: “HHH” Framework: Modus Operandi
Content type HELP HUB HERO
Content
descrip,on
“Evergreen” content
(product tutorials, how-to content,
product services, etc.)
Serialised and formaMed content
(web series, product editorials, behind the
scenes, interviews, success stories,
passions and interests, UGC, etc.)
Tentpole content
(Campaign videos ac>vated by:
product launches, premium events,
special collabora>ons with
influencers, etc.)
Periodicity Always-on
Episodic
(weekly, monthly, etc.)
Seasonal
(one to three >mes / year)
Audience
genera,on
Pull
(search)
Call-to-ac,on
(subscrip,ons)
Push
(display)
Awareness
Considera,on
Engagement
Conversion
Advocacy
MAIN OBJECTIVES

26. 5.2 “HHH” Framework: Content Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
HUB HUB
HELP
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Auteur : Perrine Alliod - Photographe : Anne-Sophie Bost
http://www.nathan.fr/catalogue/fiche-produit.asp?ean13=9782092787779
X
Ads by Google
HERO
HUBHUB HUB
HERO HERO

27. 5.3 Case study: TOYOTA USA’s Content Pyramid
Super Bowl 2016: All-New Toyota Prius Campaign (1/4)
The Toyota Effect TeenDrive365 “The One and Only”
Toyota Camry Season2
Toyota Ever Better Expedition
<
Toyota Highlander:
Features and How-To’s…
Toyota Service Tips 101 Toyota Safety Toyota Prius Features &
How-To's…
Toyota Financial Services Toyota Entune
Features 2015
All-New 2016 Toyota Prius
(2/4)
All-New 2016 Toyota Prius
(3/4)
All-New 2016 Toyota Prius
(4/4)
<
>
< <
<
Visit our Website

28. 5.3 Case study: LEGO’s Content Pyramid
The LEGO Movie - Official Trailer…
LEGO Star Wars: The Yoda
Chronicles - Episode…
LEGO News Show - Episode… LEGO Club Show - Episode…
< >
LEGO Blocumentary - …
<
LEGO Movie Maker app:
Tips and Tricks…
LEGO Creator Designer
Tips…
LEGO MINDSTORMS:
How to Create…
LEGO Building with
Friends: How to…
LEGO City: How to Play… LEGO Duplo - DIY -
How to Build…
The LEGO Movie -
Vehicle Design Contest
The LEGO Movie -
The cast…
<
<
Subscribe now!
The LEGO Movie -
Meet The Characters…
<

29. 5.3 Case study: NET-A-PORTER’s Content Pyramid
Kate Moss for Topshop - Coming to NET-A-PORTER
The Edit Cover Stars Body Beautiful Featuring… Runway to Real Life The Styling Workshop
The Beauty Fix The Yoga Studio with… The Fit Element The Makeup Masterclass
Featuring…
The 7-Day Body Reboot… Fit for Fashion with…
Behind the Scenes… Nathalie Massenet talks
about Kate Moss…
Shop now!
Cara Delevingne talks
about Kate Moss…
< <
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How to Leverage Social Interactions
Synergie Productions

31. 6. How to Leverage Social Interactions
YouTube allows you to co-create your brand experience with your consumers. Everything is built around a two-way dialogue
between you and your audience.
Video plaƒorm, search engine… YouTube might be many things at the same >me but, inherently, it is a social network. That is to say,
communi,es will happen with or without you. This is why you want to make sure you are the the one leading the discussion in a
fruiƒul direc>on.
Building a community means engaging an audience who will become loyal to your channel and, eventually, powerful brand advocates.
This can be achieved by using YouTube’s social features, but also by leveraging all social networks:
‣ YouTube interac,on
You can discuss with your audience in real >me through comments or live-streaming. Thus, you give your consumers a chance to
connect with your brand by providing opportuni>es for feedback or, beMer yet, involve them in your content. In return, you can
acknowledge your top contributors in many different and crea>ve ways: integrate their ques>ons, ideas or sugges>ons in your videos;
incorporate their own content into your channel; give them a shout-out, etc.
‣ Social amplifica,on
Online video is inherently social and, by defini>on, shareable. As a maMer of fact, many viewers will encounter your videos through
other social media, websites and blogs. Thus, your distribu>on strategy should leverage both owned media and paid media
campaigns: this is how you will ignite earned media and, ul>mately, social success.
In any case, and whatever you are trying to achieve, you should clearly state what ac>ons you want your audience to take (e.g.
“subscribe”, “comment”, “like”, “share”, “shop”, etc.). One efficient way to do that is by using call-to-ac,on overlays (annota>ons, end
cards, etc.) that you can add to your videos in a huge variety of ways and thus create an interac>ve experience for your consumers.
In this chapter, we will have a closer look at the following:
6.1 A YouTube Channel’s Social Map
6.2 Social Interac,ons: Case Studies
Synergie Productions

32. 6.1 A Youtube Channel’s Social Map
Social Amplifica,on
Ownership Brand (owned) Audience (earned)
Media type
Benefits
‣ Grow engagement
‣ Drive traffic & conversions
‣ Build advocates
‣ Build awareness
BRAND
CHANNEL
YouTube Interac,on
Interac,on
type
Conversa,on Acknowledgement
Descrip,on
‣ Live public events (e.g. Google Hangouts)
‣ Live private events with top fans (e.g. Google Hangouts)
‣ Comments (channel and videos)
‣ Curate fan-made videos
‣ Read your audience’s comments in a video
‣ Create videos answering your audience’s comments / ques>ons / requests /
sugges>ons
‣ Shout-out (thank top contributors in your video / video descrip>on / annota>ons)
‣ Engage with top fans first: share pictures from your latest shoot, solicit advice, or
share videos privately a day or two before they release.
‣ Offer fan merchandise or exclusive content shared through unlisted videos.
Par,cular
benefits
‣ Get instant feedbacks
‣ Get useful ideas and sugges>ons
‣ E-reputa>on management
‣ Get user generated / inspired content to feed your programming needs
‣ Gra>fying and memorable experience for audience
‣ Shareable
Shared
benefits
‣ Develop / engage your community
‣ Develop an emo>onal connec>on / sense of ownership
‣ Feels authen>c
‣ Influence considera>on
‣ Build loyalty
Call-to-ac>on /
Ac>on /
Reac>on
Share /
Drive traffic &
Conversions
Drive traffic Drive traffic
Call-to-ac>on /
Ac>on /
Reac>on
Share
…

33. 6.2 Social Interaction: Case Studies XMore information
HP Google Hangouts
By HP
Format: Live-streaming
Length: Miscellaneous
Number of videos: 21
Descrip,on: HP organised a series of Google
Hangouts with selected consumers to discuss its
new products, services and applica>ons. The
sessions were streamed and recorded on
YouTube
Interac,on: Conversa>on
Bose FanTracks
By HP
Format: Adver>sing
Length: About 30 seconds
Number of videos: 22
Descrip,on: On the occasion of Super Bowl 50,
Bose turned fans’ tweets into music videos that
were broadcasted on YouTube. Tagline: “Bose
makes everything sound beMer, even 140
characters”
Interac,on: Acknowledgement
McDonald’s “Our Food. Your Ques,ons.”
By McDonald's
Format: Video Report
Length: Miscellaneous
Number of videos: 9
Descrip,on: McDonald’s offers its customer’s to
ask any ques>ons regarding their food, through
their website or TwiMer. The brand then reply to
trending subjects with a video report, eventually
including top contributors in the making
Interac,on: Conversa>on / Acknowledgement

34. Share
https://youtu.be/…

35. SUBSCRIBE
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36. Conclusion: Best Practices Checklist
COMMENTS • 1,848
Arini S. 1 day ago
Hello, I get it overall, but I do have a question: if you were to sum up this presentation, what would be the 10 best practices that should be remembered, from your point of
view? Thx in advance!
Synergie Productions 1 day ago
Hi Arini, no worries, here you go :
1. Prioritise your brand’s objectives: Awareness, Consideration, Engagement, Conversion and/or Advocacy
2. Define what success looks like: Is it about views? Subscriptions? Interactions? Advocacy? Choose 2 or 3 KPIs that work for you
3. Find the right intersection between your brand’s identity & positioning and your target consumer’s interests and passions
4. Define what value will your brand content add for your consumers when experiencing micro-moments: INSPIRE, EDUCATE and/or ENTERTAIN
5. Create an emotional investment in your brand with storytelling and storymaking tools. You can use the “CCC” framework for that:
CREATE, COLLABORATE and CURATE
6. Use creative guidelines to optimise your content creation and encourage engagement : Targeting, Shareability, Discoverability, Accessibility, Consistency
and Authenticity
7. Think long term! Build a channel calendar to map your content strategy and align it with your media buys and annual marketing plan
8. Articulate your programming strategy around three types of content to get the right video in front of the right audience at the right time and meet your
objectives: HELP, HUB and HYGIENE
9. Build an engaged and loyal community by leveraging YouTube’s social interactions: Spur conversation within your community using comments
and/or live-streaming tools and acknowledge your top contributors in many different creative and interactive ways
10.Use multiple social media platforms to find and engage your audience everywhere and amplify your video marketing strategy’s success
Michelle P. 1 day ago
Hi there! I’m working on a new video marketing project right now… I’d like to discuss my ideas with you and see if you can help me out with it. How can I contact you?
Synergie Productions 1 day ago
Hi Michelle. You can find our contact details on the next page. Look forward to discuss your project with you! Cheers

37. Contact
Frédéric ALLIOD
Managing Partner - Video Marke>ng
Email: falliod@synergie-prod.com
Synergie Productions
Agence Conseil en Communication Audiovisuelle et Evénementielle
32, rue Fessart
92100 Boulogne-Billancourt
France
Tel.: +33 (0) 1 70 22 68 18
Augus,n de CANCHY
Managing Partner - Event Marke>ng
Email: adecanchy@synergie-prod.com
Joined March, 2016
Google+
YouTube
LinkedIn
Facebook
Pinterest

38. Sources
1. Datas and Sta,s,cs
‣ YouTube Sta>s>cs - YouTube PressRoom
hMps://www.youtube.com/yt/press/sta>s>cs.html
‣ How the Top 100 Brands Use YouTube for Marke>ng - Concept5
hMp://concept5.com/how-the-top-100-brands-use-youtube-for-marke>ng/
‣ Sta>s>cs and facts about YouTube - Sta>sta
hMp://www.sta>sta.com/topics/2019/youtube/
‣ Youtube Sta>s>cs - Sta>s>c Brain
hMp://www.sta>s>cbrain.com/youtube-sta>s>cs/
‣ Brands YouTube channels - Sta>s>cs - SocialBakers
hMp://www.socialbakers.com/sta>s>cs/youtube/channels/brands/
‣ ChannelMeter
hMps://channelmeter.com
2. Resources From Google / YouTube
‣ YouTube Creator Academy
hMps://creatoracademy.withgoogle.com/page/educa>on?hl=fr
hMps://www.youtube.com/user/creatoracademy
‣ The YouTube Creator Playbook for Brands
hMps://think.storage.googleapis.com/docs/creator-playbook-for-
brands_research-studies.pdf
‣ Think with Google - Video Insights
hMps://www.thinkwithgoogle.com/plaƒorms/video/insights/
‣ YouTube Creator
hMps://www.youtube.com/channel/UCUZHFZ9jIKrLroW8LcyJEQQ
‣ YouTube Spotlight
hMps://www.youtube.com/user/YouTube
‣ YouTube Trends
hMps://www.youtube.com/user/Trends
3. Resources From SlideShare
‣ Les 10 commandements de la généra>on d’audience sur YouTube, Yann
Sauvageon (Synodiance) et Aurélie Moulin (aufeminin.com) - SMX Paris 2013
hMp://fr.slideshare.net/Synodiance/20130531-smx-paris-2013-prsenta>on-
youtube-22592117
‣ 8 Principles For BeMer Video Content Marke>ng - Cedar, 2015
hMp://www.slideshare.net/CedarContent/white-papercedarvideo?
qid=536eea6f-5a7e-4b5f-8a57-060099d093f3&v=&b=&from_search=3
‣ Managing a YouTube Channel, Richard Harrington - Rhed Pixel, 2014
hMp://www.slideshare.net/rhedpixel/managing-a-youtube-channel?qid=f6826ff5-
db2f-4495-a8bc-3b72c21c760d&v=&b=&from_search=9
4. Specialised Websites, Blogs and YouTube channels
‣ YouTube Marke>ng - ReelSEO
hMp://www.reelseo.com/video/youtube-marke>ng/
hMps://www.youtube.com/user/reelseo
‣ Video Creators
hMps://www.youtube.com/user/VideoCreatorsTV
‣ VIDISEO
hMps://www.youtube.com/channel/UCs4NpfzSlPhsurKkn3bmiXw
‣ Reelnreel
hMp://www.reelnreel.com
hMps://www.youtube.com/user/reelnreel/about
5. Ar,cles From Around the Web
‣ YouTube Channel Building For Brands: Hero, Hub, Help Content Strategy, Op>miza>on,
and Community Building - Brendan Gahan, 2016
hMp://brendangahan.com/youtube-channel-strategy-hero-hub-help/
‣ Unlocking YouTube’s Uber-Poten>al For Brands: ÜBERTUBE 2014 BRAND SUMMIT in
review - Pixability
hMp://www.pixability.com/unlocking-youtubes-uber-poten>al-brands-ubertube-2014-
review/
‣ 10 Reasons Your Brand Needs To Be On YouTube, Jayson DeMers - Forbes, 2015
hMp://www.forbes.com/sites/jaysondemers/2015/07/23/10-reasons-your-brand-
needs-to-be-on-youtube/#109a816435a0
‣ Successful Brands Use These 4 YouTube Marke>ng Strategies, Samuel Edwards - Inc.,
2015
hMp://www.inc.com/samuel-edwards/successful-brands-use-these-4-youtube-
marke>ng-strategies.html
‣ 12 Strategies for Promo>ng Your YouTube Videos, Jason R. Rich - Entrepreneur 2014
hMp://www.entrepreneur.com/ar>cle/230500