Thursday, September 26, 2013

[event] YouTube Pulse- Moving People to Choose Your Brand via YouTube

Title
Moving People to Choose Your Brand via YouTube
Place
Blue Square nearby Hangangjin Station
Time
September 25, 2013 3PM~6PM
Speaker
Simon Kahn, 서황욱, 김범휴, 이선정, 조유미, 김형준, 박준철, 김혜진, 정진향
Organizer
Google Korea
Focus
New media, YouTube stat., success case, YouTube strategy

I.       YouTube Vision: New Opportunities Placed upon Us [Simon Kahn, Google APAC CMO]
1.       Message
1)      Age change: broadcast age-> participation age
2)      Media industry change: one sided-> multi-sided
3)      Generation C= curation, creation, connection, and communication
4)      Stat: 65% share videos, 58% find interesting contents on YouTube easier than TV
5)      Success case:
  Dove’s beauty campaign- brand as creator?
  GoPro camera- brand as curator
  Chevy OK Go- brand as collaborator
2.       Takeaway
1)      New media era sharing videos has arrived

II.      10 Fun Facts about YouTube [김범휴 차장, Google Korea 전략광고주 사업본부; 이승엽 부장, TNS Korea]
1.       Message
1)      [YouTube Korean User Report] 6/5~7/9/2013, 16~60 year-olds 2,000 users in Korea
  Top of mind (TOM): 6 out of 10 chose YouTube
  Reason for TOM: content coverage, availability of when, where, and any device access
  Content category consumed: information search > music > leisure
A       C.f. Music video 53% > professional video 14% > how-to video 13%
  Activities after watching YouTube videos: search for related video 60%, other video search 59%, website visits 58%, SNS sharing 44%
2.       Takeaway
1)      Content characteristic to increase brand engagement: humor
3.       Reflection
1)      Professional and how-to video contents will be more popular in the near future

III.     Dialogue with YouTube Content Creator [이선정 이사, Google YouTube Partnership; 대도서관]
1.       Message
1)      Trend: personal entertainment (reason: mania related, curiosity, hobby group)
2.       Takeaway
1)      Build contents consistently so that users can come back for more
2)      Differentiate your content with your own competitive edge aka personality
3)      If you’re a broadcaster, create 짤방 version so that users can easily share without editing your original content

IV.    What is the Future of Content: We God Married Global Edition [조유미 대표, Leo Burnett Korea]
1.       Message
1)      People respond to emotional and storytelling contents
2)      Make content bring vicarious satisfaction to viewers
3)      Create
  Also teaser contents and link them to original full contents
  Making film
4)      Connect almost all content to e-commerce

V.      Beyond TV: Cross and Link Media [김형준 수석 프로듀서, KBS]
1.       Message
1)      Case: A Song for You program
  Increase retention rate
  Use PPL-allowed platform to advertise partners’ products

VI.    YouTube Success Case with Loen [박준철 수석 프로듀서, Loen Entertainment]
1.       Message
1)      Content
  Official content
  Original content
  Mobile friendly
  Engagement
2)      Exposure
  Relationship- it’s okay to include mistakes
  Thumbnail- show more contents
  Channel art- daily update the art
  Translation- English and Japanese will bring more engagement of international viewers
  Monitoring- analyze in-flow and user pattern
3)      In-flow
  Annotation- take advantage of in-video (e.g. next video annotation), special effect
  Linked

VII.   Realizing “” YouTube [김혜진 부장, SKT Marketing Communication]
1.       Message
1)      Use multising (definition: an advertising method which advertises on online and social network first, then expands to traditional media such as TV and newspaper)
2)      Technology change changed content consumption type from audio in 3G to video in LTE
3)      Annotation: somewhat like long tail, only about 1% viewers click but it’s worth it.

VIII.  Creative for the Digital Age [정진향 팀장, Yuhan Kimberly]
1.       Message
1)      Find common denominator between your audience and company

IX.    Question:
1.       How do you make your client to come to your event to talk about partnership?

X.      Other insight from David Chung (http://www.youtube.com/watch?v=cD7pKlitEPc)
1.       “People don’t lie when they search”- search queries reveals my true interest
2.       Google is trying to show you relevant and current data.