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DON WILCOX - BEST PRACTICES - DIGITAL PLATFORMS TO ENGAGE NEW AUDIENCES

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DON WILCOX - BEST PRACTICES - DIGITAL PLATFORMS TO ENGAGE NEW AUDIENCES

  1. 1. Light Up Every Screen Engaging Multiplatform Audiences Don Wilcox VP, Multiplatform Marketing & Content
  2. 2. Our Multiplatform Philosophy 1. Multiplatform is the new normal for content, distribution and marketing. 2. Digital audiences are additive, not cannibalistic. More is more! 3. Niche audiences can be found on digital platforms. Superserve them. 4. Conversion is not the primary goal. Delight viewers wherever you find them. 5. Platforms have varied capabilities and audience preferences. Plan accordingly. 6. Digital platforms allow you to expand your creative palette. Imagine the possibilities. 7. Make sure your brand follows your content. Attribution is unclear to many users. 8. Lighting up additional screens can drive revenue (underwriters and donations, in our case).
  3. 3. Multiplatform Integration – Broadcast Bear Caption GeneratorAnimal Personality Quiz Favorite Animal Poll
  4. 4. Multiplatform Integration – Web Site Social hub with UGC activities and visualizations Photos, animal facts and interactive features Live streaming and clips
  5. 5. Multiplatform Integration - Social Live GIFs, polls, factoids, UGCYouTube shoulder programming FB/IG video – 360, live and clips
  6. 6. 1 Billion Lifetime Views 40+ Million Monthly Views 5.4 Billion Minutes Watched 18+ Million Social Actions (Lkes/Comments & Shares) 13 Million Subscribers 15+ Active Series N e t w o r k O v e r v i e w
  7. 7. 38% Watch on Mobile Including ‘Best Host’ & ‘Best Remix’ 9 W E B B Y S 10 T E L L Y S Including ‘Best Branded YouTube Channel’ 2 M A S H I E S 83% Age 13-34 73% Male 27% Female 13-17 18-24 25-34 35-44 45-54 Au d i e n c e
  8. 8. YouTube Best Practices
  9. 9. 1. Get to the point – you’ve only got seconds. No opening titles! 2. Maintain consistent eye line to camera; address your viewer. 3. Simple cuts are easier for the brain to process on smaller displays. 4. Graphics can add visual interest, illustrate concepts and move things along. 5. Use the same host(s) from start to finish. 6. Publish on a regular schedule; reliability pays off. The Basics
  10. 10. Know your audience. Is there one? Keep them in mind, always. YouTube Best Practices
  11. 11. YouTube Best Practices Emulate what is already working. Put your spin on a tried and true format.
  12. 12. YouTube Best Practices Be authentic. Independent voices are the lifeblood of YouTube.
  13. 13. YouTube Best Practices Be conversational. Address the audience, invite commentary and respond.
  14. 14. YouTube Best Practices Collaborate with other creators. Cross-pollination of ideas and audiences will drive growth.
  15. 15. YouTube Best Practices Don’t be afraid to experiment. Try things and see what sticks.
  16. 16. YouTube Best Practices Follow the Basics Know Your Audience Emulate What is Already Working Be Authentic Be Conversational Collaborate With Other Creators Don’t be Afraid to Experiment
  17. 17. Thank You!

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