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How to YouTube Channels New basic branding features

How-to Guides – Aug. 2010

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In the video area, YouTube is the place to be !

Fish where the fish are •  If you have video assets, YouTube is the logical place to expose them •  YouTube has 448 Million Visitors daily •  YouTube has more than 2 billion video views daily •  YouTube is the 2nd Search engine in the world (after Google) •  5% of the time spent on the internet is spent on YouTube •  Users can learn about your brand by watching your videos. You can learn about your users from their comments and video submissions.

Source: 1Nielsen NetRatings December 2008, 2comScore Video Metrix, December 2008

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Reminder: YouTube Channel functionnalities Areas

Characteristics

User Channel

YouTube Channels

Custom Channel 1

Custom Channel 2

Features

Autoplay

Yes

Yes

Yes

Yes

Features

Channel Page Header Banner

No

Yes

Yes

Yes

Features

Side Column Branding Box

No

Yes (during whitelist)

Yes

Yes

Features

1 MB Background Image

No

Yes

Yes

Yes

Feature

Image Mapped External Links

No

Yes

Yes

Yes

Features

YouTube gadget support

No

No

Yes (Templates only)

Yes (Contest & custom gadgets supported)

Features

Watch Page Banner

No

Yes

Yes

Yes

Features

Length of Videos

<15 Mins

<15 Mins

>15 Mins Can be enabled if necessary

>15 Mins Can be enabled if necessary

Tracking

Remarketing from Channel

No

Yes (TBC)

Yes

Yes

Tracking

Analytics Integration

No

Yes

Yes

Yes

Tracking

3PAS 1x1 Tracking Tag

No

No

Yes

Yes

Tracking

Simple 1x1 Tracking URL

No

Yes (during whitelist)

Yes

Yes

Tracking

Geo Restrict Redirect

No

Yes (during whitelist)

Yes

Yes

Costing

Advertising spend commitment

None

None (whitelist)

€/£25K Min Spend

From €/£40K Min Send

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The new basic branding features explained: What changed?

Free branding and tracking functionalities added to your YouTube channel for better customization, tracking and performances.

Benefits of adding these features?

1. Branding: Better customization of your channel with top and side banner, and extended images. 2. Direct Response: Redirect users to relevant pages on your website from the top and side banners for easy conversion. 3. Remarketing: Install the Google AdWords remarketing script on your channel and set up new campaigns targeting people who visited your channel when they are on other pages on YouTube or the Google Display Network.

For examples of advertisers channels go to http://www.youtube.com/channels?s=mv&t=m&g=6 YouTube Confidential and Proprietary

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Branding basic features on your Channel Banner image Other Channels

Side column image Back end features •  Extended background image up to 1MB •  Remarketing: place the Google AdWords remarketing script on your channel to show ads to visitors on YouTube or GDN •  Google Analytics tracking

Branding box

•  Location and Demographic gating: show your channel only to users in a specific demographic group or area •  Tracking pixel/image URL

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This is the result you want to achieve A branded video hub Inform, Entertain and Educate

YouTube and Your Brand

Deep link from your Channel Banner

Create Your Own Video Hub Use a YouTube channel as a ‘corner shop’ on the world’s largest video site. Drive greater brand awareness and engage your customers using the worlds most powerful video platform: you bring the personality, we bring the audience!

Customize your YouTube Channel Further customize the appearance of your existing channel with advanced design and new branding features (top banner, side banner, remarketing…). Connect with your audience: subscribers are notified whenever you add new videos to your channel, auto-share function enables you to tie your channel with your Twitter and Facebook accounts.

Autoplay video Organise your videos in playlists

Branding box: tell user about yourself

Full sized background image

Link from your side column image

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ü Advertiser Check list

Chose   Channel  name  www.youtube.com/myfabulousbrand   Profile  Icon  88x88   Background  image  2000x2000  (opEonal)  

Create  &  Upload   Header  banner  960x150  (opEonal)   Side  banner  300x250  (opEonal)   Watch  page  banner  170x25  (opEonal)   CheckChannel   list ü Title  (opEonal)  

Describe   Channel  descripEon  (opEonal)   Channel  tags  (opEonal)  

Define   Organize  

Which  modules  you  want  to  use     Comments  moderaEon  levels   Modules  placement  within  the  channel   Videos  &  playlists  within  the  player  

Implement   Tracking  and  remarkeEng  

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About accounts, channels and videos on YouTube

1  YouTube  account  =  1  YouTube  channel  

CreaEng  a  YouTube  account  is  the  same  as  creaEng  a  YouTube  channel  

Account  name  =  Channel  name   www.youtube.com/mygreatproduct  

Each  video  belongs  to  only  1  account  

You  cannot  «  transfer  »  videos  from  one  channel  to  another   Each  account  can  have  several  videos  

Video  plays  and  channels  are  unrelated  

An  uploaded  video  may  not  appear  on  the  channel  it  belongs  to.   A  channel  can  showcase  vides  that  belong  to  other  users.  

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Create a new account to create a new channel

Tip When creating your username, remember this will be your channel URL, so choose wisely (e.g. your brand name, something meaningful for usersâ&#x20AC;Ś)

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Customize your Profile Icon

Tip Use an icon that represents your brand and your channel. This is the icon that will come up in the search results and browse pages.

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Customize colors and background In the settings tab •  Click Show Advanced Options to create a new color theme •  Match color scheme to your website to create consistent brand image

Best Practice Create a background image to brand the background of the channel and upload it 11

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Create and upload your banners In the Branding Options tab •  Upload your top and side banners, from the « banner and image maps » section •  Indicate a destination URL for the banner or image map your banner

Tip Use image mapping to dee-link to different pages of your website, facebook account and twitter.

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Branding basic features on your Watch pages

Tip Use the watch page banner to get visibility on your videoâ&#x20AC;&#x2122;s watch pages. A click on your watch page banner redirects the user to your channel.

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Customize your Settings Under the settings tab •  Add your business name as the Title to enable users to immediately understand your channel •  Add relevant keywords as channel tags to enable organic search discovery

Tip Make channel invisible while you work on it, then make it visible when it’s ready for the world to see

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Customize your Profile

Click edit in the Profile box •  Add your companies website URL •  Choose to show or don t show personal information such as age, hobbies and music

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Activate the module that you want

From the Modules tab •  Pick the modules to be displayed on your channel •  Don t forget to activate the banner image and side column image or your banners won t show !

Tip You will be able to organize some of the modules in your channel by dragging and dropping them. YouTube Confidential and Proprietary

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Pick you comment moderation level

In the comments module •  If you want users to comment on your channel, make sure that you activate the comment module. •  Pick the level of moderation that suits you but remember that you want to engage the conversation with your audience. YouTube Confidential and Proprietary

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Upload your videos on YouTube

In the top menu, click on upload •  Upload your companies videos to the channel •  Provide meaningful title, categorization and tags for your video. This will help discovery through organic search.

Tip Upload at least 3 videos. If you do not have at least 3 uploaded videos, your channel will not appear in the YouTube search results. YouTube Confidential and Proprietary

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Enable easy discovery of your videos

In the menu, my video then edit •  Modify your video title, description and tags •  Pick your video thumbnail. This is the image that user will see when your video appears in search results. •  Chose your video privacy options. Your video will appear in search results only if you make it public •  Chose engagement settings for your video.

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Create playlists to organize your Content 1

4 3 2

Group your content together around a theme or brand. You can also add 3rd party videos to these playlists.

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Rotate and promote video content:

In the Videos and Playlists tab: •  Chose the content to showcase in the video module.

Tip Autoplay your videos for instant engagement.

•  Feature specific videos to highlight new and popular inventory. •  Display playlists to allow for easy navigation in your channel. •  Display favorites to showcase content from other users. YouTube Confidential and Proprietary

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Monitor activity on your Channel: In the Branding Options tab: •  Go to the tracking and redirects section •  Implement your own tracking pixel to track traffic to your channel. •  Redirects users or block users depending on geographic location.

Tip For more insights on your channel use and users’ interactions with your content, check out your YouTube Insights data.

•  Use Google Analytics to track performance and usage of your channel.

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Retarget your channel community In AdWords: •  generate a remarketing tag from your AdWords account •  Extract the remarketing URL. It should look like this http:// www.googleadservices.c om/pagead/conversion/ 1070355544/? label=oqsmCM7GygEQ2 Kix_gM&guid=ON&script =0 . In YouTube: Tip U s e r e m a r k e t i n g t o o ff e r r e l e v a n t information to your YouTube community: more similar information on your website, a special YouTube discount, etc…

•  Paste this URL in the the tracking Image URL field on the Branding Option Tab. YouTube Confidential and Proprietary

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Now you should have something like this

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Agenda

1

Why should I create a YouTube channel?

2

How do I create and customize a channel?

3

What metrics are available for my channel?

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What is YouTube Insight? YouTube Insight is YouTube's external facing analytics and reporting product. YouTube Insight enables anyone with a YouTube account to view detailed statistics about the videos that they upload to the site. YouTube Insight provides video-level data about who, what, when, where and how people came to watch your video.

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Monitor Channel and Video Views The Views page shows both a graphical trend line of video views and a heat map of where those views came from. You can adjust the period of time displayed and the continent or country

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Analyze Discovery paths Understanding how people discovered your video is almost as valuable as getting your video viewed. You can see specifically which search terms on YouTube or Google led the user to your video, which related videos led to your discovery, which websites embed your videos and how many views were generated by ads!

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Get to know your audience See the age and gender of your audience; again you can adjust time and geographical data to explore how your audience differs before, during or after specific initiatives or in specific regions.

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Get the data to improve your videos Hot Spots tells you which parts of your video are hot and which are cold, but looking at bounce and rewind rate to videos of a similar length. At any time in the video you can see if more or less viewers are dropping off than on average.

Tip Yo u n e e d t o chose a specific video to see Insights data at the video level.

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Enjoy your channel! Please check the addendum for extra features and tips on your channel.

How-to Guides â&#x20AC;&#x201C; Aug. 2010

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FAQ and Best Practices User engagement modules Embedded video player Reminder about video specs.

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Best Practices Upload Videos Regularly: take advantage of subscriptions and entertain/inform your community Allow sharing functions: Embedding, Comments, Ratings. The YouTube community is very familiar with these tools and will help you virally grow your video views and audience. Respond to your community: Upload videos appealing to their interests, send e-mails, write messages in your branding box. This is an opportunity for you to have a 2-way relationship. Utilize the full suite of YouTube products: Features such as Insight and Annotations help you understand, and interact with, your users in a greater capacity.

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More Best Practices Uploading Video •  Don t upload your videos all at once, encourage viewership over time •  Optimize your video uploads by using the right formats for YouTube

Community •  Don t be afraid to participate! Comment, favorite, share other users videos •  Find other videos and users interested in your subject and friend them

Syndicating •  Embed your videos and/or channel on your website •  Link to your videos on other social networks and let them spread 34

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Common Channel Questions Can I remove comments from my videos? •  Yes, simply login and click Remove next to the unwanted comment

How do I upload a background image to my channel? •  Yes, simply login, go to your channel and click Themes and Colors

Can I delete a user who has subscribed to my channel? •  Yes, you can unsubscribe users who have subscribed to your channel

How do I track viewership on my channel? •  YouTube Insight allows you to track metrics about your videos

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FAQ and Best Practices User engagement modules Embedded video player Reminder about video specs.

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Subscribers get updates from your Channel

Subscriptions box on homepage •  Continually updated with newest additions •  Only for logged in users

Subscription email •  Email with details of new videos uploaded on subscribed channels •  Sent weekly

Bulletins •  Engage and keep your friends updated by posting a bulletin, include a video for them to watch. •  Bulletins appear on your subscribers homepage and on your channel. YouTube Confidential and Proprietary


Encourage interaction with Moderator: Tip Use Moderator to invite discussion and submissions from your fans via your channel.

http://www.youtube.com/TeamFlightBrothers YouTube Confidential and Proprietary

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Make your video interactive with Annotations Add annotations to your video either under Uploaded videos or on your video watch page when you are logged in. Annotations can increase views on other videos, make content more interesting & create interactivity for users.

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FAQ and Best Practices User engagement modules Embedded video player Reminder about video specs.

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Embedding a YouTube Video or Playlist Embedding is free, with no bandwidth/storage costs for you. And all views track back to the original video files, which increases your videos’ rankings. You choose to allow this functionality or not. Embed a Video RTP Portugal

•  Embed code if found next to the video on the Watch page or under My Videos Embed a Channel

Embed a Playlist •  Embed code is found next to the playlist on the Playlist page

•  Embed code is found on the channel page Connect box

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Custom Video Player Create a custom embeddable player or playlist for your website

(Under Account → Custom video players)

•  Name & describe your player •  Choose color or theme •  Choose player with/without thumbnails •  Choose videos to be displayed in the custom player •  Under embedded code see code to copy & paste •  Your players can be saved

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FAQ and Best Practices Basic generic modules User engagement modules Embedded video player Reminder about video specs.

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Best Video Specs File format: YouTube prefers the original HD broadcast format that you have in your digital content library, as well as DVD-compliant MPEG-2 program streams saved with a .MPG extension. If you cannot submit videos in MPEG-2 format, then MPEG-4 is the preferred format, though we accept several other kinds as well. The following specifications provide optimal playback: MPEG-2 •  Audio codec: MPEG Layer II or Dolby AC-3 •  Audio bitrate: 128 kbps or better MPEG-4 •  Video codec: H.264 •  Audio codec: AAC •  Audio bitrate: 128 kbps or better Note: HD & HQ video should be automatically triggered if you upload as recommended; in most cases users have to opt-in to view content in HQ or HD

Frame rate: Videos should be in their native frame rates without re-sampling. For film sources, a 24fps or 25fps progressive master yields the best results. Typically, frame rates are set at 24, 25 or 30 frames per second. Aspect ratio: Videos should be in their native aspect ratios, and uploaded videos should never include letterboxing or pillarboxing bars. The YouTube player automatically frames videos to ensure that they are displayed correctly, without cropping or stretching, regardless of the size of the video or player. The player frames 4:3 videos with vertical bars (pillarboxing) when those videos are played in the widescreen YouTube player.

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Youtube Channel: Creation & Customization