Presented at SMXWest 2014. Learn how to plan, produce and promote video content created through Hangouts on Air.

1. Hangouts on Air:
How to Successfully Create More Video Content
San Jose, CA: March 11-13, 2014
Presented By: Grant Tilus

2. Grant Tilus
Associate Inbound Marketing Manager
Collegis Education
Director of Content Marketing
MnSearch
@GrantTilus
plus.google.com/+GrantTilus
Grant.Tilus@CollegisEducation
Winner, Best In-House Search Team
2013 US Search Awards
CollegisEducation.com

3. Do you struggle
creating video
content?
Source: http://bit.ly/1cyWY9E
@GrantTilus
#SMXWest

4. Video content is essential
• YouTube is the #2 search engine
• More than 1 billion unique users
visit YouTube each month
• 59% of executives would choose
to absorb information through
video rather than text - @forbes
• YouTube is the top platform
overall amongst 14-34 year-old
users - @Cassandra_Daily
http://www.youtube.com/yt/press/statistics.html
http://www.pixability.com/industry-studies/brand-study
http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629/2
@GrantTilus
#SMXWest

5. So you look for inspiration to follow
@GrantTilus
#SMXWest

6. Source: http://bit.ly/1cyWS1M
But budgets are tight
@GrantTilus
#SMXWest

7. Source: http://bit.ly/1kBP3R8
Have you tried
Hangouts on Air?
@GrantTilus
#SMXWest
#HOA

8. Hangouts on Air are amazing
• Up to 10 total participants
• Unlimited viewers via the live
broadcast
• Automatically uploaded to
YouTube
• Cool apps
• Simple way to create quality
video content
Rand Fishkin, Wizard Pirate of Moz
@GrantTilus
#SMXWest

9. Great way to create video content
@GrantTilus
#SMXWest

10. And budget friendly
0
@GrantTilus
#SMXWest

11. Our team has embraced using them
@GrantTilus
#SMXWest

12. You only see the finished product

13. It’s takes careful planning
Source: http://bit.ly/1oblcPN
#sochiproblems
@GrantTilus
#SMXWest

14. Examples of Hangouts on Air
@GrantTilus
#SMXWest

15. Here’s what you need to know before
getting started
@GrantTilus
#SMXWest

16. Embrace Google+
• Start building a brand presence
• Engage the community
Benefits:
• Influence personalized search
results
• Strong audience targeting with
circles
• Gmail notifications
• YouTube comments
• Hangouts on Air
Source: http://imgur.com/gVmr4eG
@GrantTilus
#SMXWest

17. Get buy in from leadership
• Discuss the value of video content
• Create KPIs
• Be honest about the platform
• The technology isn’t perfect
• Become the expert
• Get permission to start testing
*Read: Metrics to Measure YouTube
Marketing by @PhilNottingham
@GrantTilus
#SMXWest

18. Review the technical requirements
Bandwidth
• For 1:1 connections Google
suggests a 1 mbps/1 mbps
(up/down)
• For group video connectivity
Google suggests 1 mbps/2
mbps (up/down)
• The more participants the
more stress on your network
• Download the hangout plug-in
bit.ly/1gmeL6D
Resources
Hangouts system requirements
bit.ly/JLOODH
Getting started
bit.ly/1nySDbT
Hangouts and more
bit.ly/1dPbVUP
@GrantTilus
#SMXWest

19. Test your network
• Create a quality viewing experience
• Common issues
- Screen flashing
- Video lag
- Delayed audio
• Have off-site participants test
- SpeedTest.net
Source: http://bit.ly/1hiAEFN
@GrantTilus
#SMXWest

20. Test the equipment
What you’ll need:
- HD webcam
- Microphone
- Headset
• Test your computer
• Provide camera and
microphone for participants
• Use chrome
@GrantTilus
#SMXWest

21. Create a content strategy
• Remember your brand promise
• Focus the topics of conversation
• Determine what questions you
should be answering
- Consider your personas
• Find a unique message
• Create a program outline
@GrantTilus
#SMXWest

22. Utilize a program outline
• Is your hangout unique or recurring?
• Create a template document
- Input conversation points
- Key questions to answer
• It makes participation easier
• Content tips:
- Set expectations at the start
- Hook ‘em early
- Keep it compelling
Main
Topic
Sub
Topic
Sub
Topic
Sub
Topic
Sub
Topic
@GrantTilus
#SMXWest

23. Determine your Hangout on Air format
• Public
- Anyone can join you
• Invite-only live
- Live talk show
- Take live questions
• Invite-only not live
- Pre-recorded
@GrantTilus
#SMXWest Source: http://bit.ly/1dmqwvc

24. Build a promotion plan
• Create the event page
- Email notifications
- Google calendar
• Invite – public & circles
• Cross promote online
• Blog post
• Create a hashtag
• Video trailer
• Hypemyhangout.com
@GrantTilus
#SMXWest

25. Creating an event page
• Don’t create an “Event” or “Plan a Hangout”
Instead go to Hangouts and Start a Hangout on Air That Starts Later
It will look like this…
Source: http://bit.ly/1jdhKkk
@GrantTilus
#SMXWest

26. Which is ok
Event details
Video feed
with
countdown
No banner image
@GrantTilus
#SMXWest

27. But you want to showcase your brand
Brand is
everything!
@GrantTilus
#SMXWest

28. Edit the event page to add branding
• Remember to create a
custom banner image
(1200x300)
• Go to the event details
- Edit event
• Change the theme and
upload your branding
@GrantTilus
#SMXWest

29. Branding for the win!
Now promote this
event page url
* Use a shortener
to track clicks
@GrantTilus
#SMXWest

30. Other ways to promote your brand
• Video trailer
- Ex: Fireside Hangout
• Screen background
• On screen content
• Create a lower third with
custom overlay
@GrantTilus
#SMXWest

31. vs.
@GrantTilus
#SMXWest
Which one looks more professional?

32. Don’t forget about adding seo value
• Optimize your titles
• If you are creating a hangout
series, find a keyword family
• Add links to your website and
social channels
• Embed the live stream
- Drive traffic to your site Ubersuggest.org
@GrantTilus
#SMXWest

33. It starts at the event page
@GrantTilus
#SMXWest

34. Stick to a schedule
Source: http://bit.ly/OTZLFP
@GrantTilus
#SMXWest

35. The producer
Requirements:
• Become a Hangouts on Air
expert
• Be available to coordinate and
produce live events
• Continually test new features
• Is this you?
@GrantTilus
#SMXWest

36. Don’t be this guy
@GrantTilus
#SMXWest

37. Behind the camera
• Picture of our set up ProducerHost/SME
@GrantTilus
#SMXWest

38. Control the screen
Use your
mouse &
“alt-tab”
Source: http://bit.ly/1e524KC
@GrantTilus
#SMXWest

39. Hangout apps to use
• Apps can increase the production value
• The Hangout ToolBox
- Lower third with custom overlay
• Screenshare
- Display content
• Q&A
- Take live questions
• Google Effects
- Pirate hats, scuba mask, etc
• Many more available
Source: http://bit.ly/1nIalK7
@GrantTilus
#SMXWest

40. The host
• Requirements:
- Subject matter expert
- Confident
- Engaging
- Cool under pressure
• This could be you or …
- Your boss or an in-house expert
- The client
• It’s the producer’s job to make the
host’s job easier
You Want This Guy
@GrantTilus
#SMXWest

41. Not this guy
@GrantTilus
#SMXWest

42. Utilize subject matter experts
• Internal and external
- Develop industry connections
Benefits:
- Borrowed authority
- Third-party validation
- Less sales-y
- Unique content
- Win/Win for experts
Source: http://bit.ly/1m23yvD
@GrantTilus
#SMXWest

43. Make it easy for the SMEs
• Get them familiar with Google+
• Provide feedback and direction
• Make participation simple
- Utilize a program outline
- Camera and microphone
• Make them feel appreciated
@GrantTilus
#SMXWest
You don’t want this to
happen live.

44. Don’t forget to practice
• Start with technical dry runs with participants
- Are they tech savvy?
• Schedule full rehearsals
- Technical set up
- Upload lower third
- Sharing visuals
- The conversation flow
- Etc
@GrantTilus
#SMXWest

45. The day of a live event
• Sign on to the hangout 30-60
minutes ahead of time
• Check audio and video
• Upload lower thirds and prepare
any visuals
• If you want to embed the video or
share the link, do this before you
start the broadcast
• When ready, click “Start
broadcast” and wait 10 seconds.
• Don’t broadcast copyrighted
content
@GrantTilus
#SMXWest

46. How to get set up
• Hardline internet connection
• Select the correct equipment
- Camera and microphone
• Turn off phones
• Test audio/video
• Troubleshoot any issues
- Restart the hangout?
• Don’t go live until you’re ready
• Be ready for anything
• Keep rolling
@GrantTilus
#SMXWest

47. After the broadcast ends
• Click
• The video will automatically upload
to YouTube
• Make video edits
- Description
- Thumbnail
- Start and end points
• Start promoting the content
@GrantTilus
#SMXWest

48. Build your brand on YouTube
@GrantTilus
#SMXWest

49. Keep testing new features
Source: http://bit.ly/1fl0IAf
@GrantTilus
#SMXWest

50. Don’t sleep on using Hangouts on Air
It’s a great way to create quality video content on a budget
@GrantTilus
#SMXWest

51. • Start brainstorming ideas for creating video content using
Hangouts on Air
• Discuss them with your boss/team ASAP
• Create a strategy
• Get familiar with using Hangouts on Air
• And start creating more video content
Key takeaways
@GrantTilus
#SMXWest

52. Thank you!
@granttilus
plus.google.com/+GrantTilus
Grant.Tilus@CollegisEducation.com
Feel free to reach out to me with any questions!