PR News’ Boot Camp: Google for Communicators November 17, 2016 New York, NY

Stephanie Chan, Editorial and Video Producer at Cisco

How to Make Your YouTube Channel a Brand-Building Powerhouse

Nice to meet you! I’m Stephanie. I watch a lot of videos.

@StephEllenChan

The Power of YouTube

A Cisco Case Study

Cross Promoting on Social

Best Practices

Today’s Agenda

@StephEllenChan

The Power of YouTube

@StephEllenChan

• 1 billion+ users a month

@StephEllenChan

• >400 hours uploaded every minute • Millions of subscriptions daily • More users 18-49 than any TV network • >50% of watch time is from mobile devices

• 49M+ subscribers • gameplay streamer, vlogger, online personality

Who is PewDiePie?

@StephEllenChan

What Can We Learn

• They have an ecosystem of social media

• They have built a core audience of loyal followers

• They have a regular programming schedule

• It’s not about creating one viral video

• They have a deep library of content, organized through playlists

@StephEllenChan

Create content, NOT a commercial

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Cisco Case Study: CDA

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Our Video Focus

Innovation People & Culture Vision & Strategy

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What is CDA?

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CDA On Social

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CDA Campaign Outcomes: Organic + Paid

Total Impressions Engagements Video Views

7.7M 4.1K 794K

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Cross Promoting on Social

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What’s your end goal?

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YouTube Link vs. Native Video

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Sound Off Strategy

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Short for Social

@StephEllenChan

• YouTube is an incredibly powerful platform • Learn from successful content creators • Create a consistent hub of relevant, user-first

content • Create videos with social in mind

To Recap

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