Social Media StrategyYouTube India

Objective

• Acquire new fans to build community

• Loyalty offers availed

• Increase Traffic to website

• Increase in Revenue

• Reach out to higher audience through virality

• Building Active advocates and influencers

• Higher page engagement through diverse content

• Increasing average conversation per person

Engagement

Reach

Community

Revenue

Facebook Content Audit Average 2 - 3 posts a day

Improper content mix reduces engagement

Live streaming composes majority of content

Top & trending videos gets maximum engagement

Low page engagement on IPL live stream can be as a result of greater number of people clicking on the link and going to the YouTube site

The updates lacks visual eyeball due to limited use of imagery ( example: all updates related to the match can have images of teams and players with a link to live match)

Note: The analysis of content plank is based on the last 1 week updates

Facebook Strategy

Content Strategy

Tactical Strategy

Campaign Strategy

•Content mix to have: partnered content promotion + monthly content plank + Ad hoc content

•Create a monthly content strategy based on offline stimulus like festivals, events, movies, sports, trends, music albums, humor etc

•Ad hoc content can have: viral video / trending video of the day/ current affair / latest movie teasers

•Content should be created with images & bit.ly links to get maximum eyeballs , drive traffic to website and best tracking

•Create Geo Targeted Facebook event for each live stream and a Calendar of live stream event so that fans can get regular reminders about the event

•Create a geo-targeted Tab “YOUTUBE LIVE” for partnered live stream events giving higher visibility to live streaming concept and live events. This will enable higher conversion of page views to site traffic

• Pin the most important content like partnered live streams on top of the timeline to convert organic page views and into website traffic• Campaigns to increase user shared content on the page which will enable users to share from existing YouTube vides links on our page and drive their networks to view that content . Example: Users to share their favorite movie dialogue video on YouTube : #myfavoritemoviedialogue, sports lover can have campaign like best cricket shot, football goal ever

• Campaign targeting user generated content that can go viral like funny video, mimicry etc

• Campaign targeting UGC for talent scouting like short film, music anthem for city etc

Note: Strategy target YouTube viewers, partners & content creators. Content strategy primarily target partnered promotion & increasing website traffic. Tactical strategy is completely focused on viewers . Campaign strategy target content creators & viewers

Sample Application Idea : YouTuberYouTubers: A YouTube loyalty application This application can track all YouTube videos shared

by the users on their timeline and virality / engagement received on those posts

Everytime the fan share any YouTube video on their facebook timeline with friends they receive loyalty points for the same

Create an algorithm for the loyalty point keeping in mind the frequency of video share, virality, engagement and views created

The top loyalists can be gratified by inviting them to live YouTube streams, meet ups, partnered events

The application will increase YouTube content sharing on Facebook by building loyalists and increase virality

The application can target Indian audience as well as international audience

Application will enable us to identify the influencers

Twitter Audit• YouTube India has only 9075

followers which are low in comparison to their Facebook reach

• Average daily tweets are 2-3 which appears like a replica of Facebook updates

• YouTube India as a brand is not engaging in conversations through replies and RTs

• Last 50 tweets about @youtubeindia reached 1.8 lakh people i.e 20 times its followers

• 80 % impressions were created by 2 influencers which indicates that there should be higher Planned influencer engagement

• The tweet graph indicates that the tweets increased suddenly on 16 april due to RT by influencer Delhi Daredevil wrt Delhi IPL match

Twitter Strategy

Real Time Listening & Engagement Listen to all real time conversations about live streams

and engage with them via reply or RTs

Listen to all conversations related to YouTube partnered videos/campaigns and engage

Influencer Engagement and Management Identify influencer: Ongoing loyal influencer and

campaign based influencer eg. Delhidaredevil for IPL

Connect your offline Influencer on twitter

Manage Influencer relation online through active online engagement and offline tweet ups

Tag your influencers in all related tweets

Make sure you launch all your campaigns with an active Influencer Force

Twitter is not about talking but all about listening and engaging. The more you listen the more you engage

Note: The above screenshot is a sample listening for IPL live stream link of Indiatimes

Top Videos on Twitter Twitter is real time so always be aware

about the top YouTube videos and its source

Know what are the top recent YouTube video on twitter

Track the top videos on twitter related to your partnered campaign

Engage with the originator of Top video via RT, reply or DM

Integrated campaign Launch the UGC based integrated

campaigns on all social platform

Example: Video Talent Hunt for musicians, short film makers where users can upload video on YouTube and participate in content via facebook (app) or twitter (hashtag)

Bring your Facebook Fans on Twitter via platform integration and cross promotion

Twitter Strategy