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10 Fundamentals of a Creative Strategy on YouTube

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Matt Koval, Programming Strategist, YouTube
Twitter Handle: @MattKoval

A framework for YouTube creators to filter their ideas through, with the goal of maximizing their potential for long-term success. Got a series idea for your YouTube channel? Workshop it during the presentation!

10 Fundamentals of a Creative Strategy on YouTube

  1. 1. Google Confidential and Proprietary INTERNAL ONLY | August 2013 10 Fundamentals of a Creative Strategy on YouTube Google | YouTube Matt Koval – Programming Strategist
  2. 2. 0 0 O V E R V I E W 1 0 F U N D A M E N T A L S S H A R E A B I L I T Y C O N V E R S A T I O N I N T E R A C T I V I T Y C O N S I S T E N C Y T A R G E T I N G S U S T A I N A B I L I T Y D I S C O V E R A B I L I T Y A C C E S S I B I L I T Y C O L L A B O R A T I O N A U T H E N T I C I T Y
  3. 3. None are necessary. Each can help.
  4. 4. S H A R E A B I L I T Y
  5. 5. Will viewers share these videos?
  6. 6. /RhettAndLink 0 1 S H A R E A B I L I T Y
  7. 7. You’ll need more than one video. “When people share this, what 10 words will they use to describe it to their friends?” /RhettAndLink
  8. 8. C O N V E R S A T I O N
  9. 9. Is there an element of speaking directly to the audience?
  10. 10. 0 2 C O N V E R S A T I O N
  11. 11. I N T E R A C T I V I T Y
  12. 12. Is there a way to involve the audience with this idea? 0 3 I N T E R A C T I V I T Y
  13. 13. C O N S I S T E N C Y
  14. 14. Are there strong recurring elements to this idea? 0 4 C O N S I S T E N C Y
  15. 15. Schedule 0 4 C O N S I S T E N C Y
  16. 16. 0 4 C O N S I S T E N C Y Personality
  17. 17. 0 4 C O N S I S T E N C Y Format
  18. 18. 0 4 C O N S I S T E N C Y
  19. 19. T A R G E T I N G
  20. 20. Is there a clearly defined audience? 0 5 T A R G E T I N G
  21. 21. S U S T A I N A B I L I T Y
  22. 22. If the audience loves it, can you make more of it? 0 6 S U S T A I N A B I L I T Y
  23. 23. 0 6 S U S T A I N A B I L I T Y/TheFineBros
  24. 24. /TheFineBros “If we can’t shoot at least three episodes in one day, we move on to the next idea.” 0 6 S U S T A I N A B I L I T Y
  25. 25. D I S C O V E R A B I L I T Y
  26. 26. Will the content get found through search or related videos? 0 7 D I S C O V E R A B I L I T Y
  27. 27. Trending -or- Evergreen 0 7 D I S C O V E R A B I L I T Y
  28. 28. A C C E S S I B I L I T Y
  29. 29. Can every episode be appreciated by a brand new viewer? 0 8 A C C E S S I B I L I T Y
  30. 30. C O L L A B O R A T I O N
  31. 31. Is there room to feature guest stars? 0 9 C O L L A B O R A T I O N
  32. 32. A U T H E N T I C I T Y
  33. 33. Is this idea authentic and on message? 1 0 I N S P I R A T I O N
  34. 34. None are necessary. Each can help.
  35. 35. 0 0 O V E R V I E W 1 0 F U N D A M E N T A L S S H A R E A B I L I T Y C O N V E R S A T I O N I N T E R A C T I V I T Y C O N S I S T E N C Y T A R G E T I N G S U S T A I N A B I L I T Y D I S C O V E R A B I L I T Y A C C E S S I B I L I T Y C O L L A B O R A T I O N A U T H E N T I C I T Y
  36. 36. R E S O U R C E S 1. Main Site: www.youtube.com/nonprofits 1. YouTube Playbook for Good: www.youtube.com/yt/playbook 1. Email: nonprofits@youtube.com 1. YouTube.com/Spaces available for channels who have reached a certain number of subscribers (lower for non-profits).
  37. 37. T H A N K S !

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