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:
① Dove’s
beauty campaign- brand as creator?
② GoPro
camera- brand as curator
③ 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
① Top of
mind (TOM): 6 out of 10 chose YouTube
② Reason
for TOM: content coverage, availability of when, where, and any device access
③ Content
category consumed: information search > music > leisure
A
C.f. Music video 53% > professional video
14% > how-to video 13%
④ 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
① Also
teaser contents and link them to original full contents
② 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
① Increase
retention rate
② Use
PPL-allowed platform to advertise partners’ products
VI.
YouTube
Success Case with Loen [박준철 수석 프로듀서,
Loen Entertainment]
1.
Message
1)
Content
① Official
content
② Original
content
③ Mobile
friendly
④ Engagement
2)
Exposure
① Relationship-
it’s okay to include mistakes
② Thumbnail-
show more contents
③ Channel
art- daily update the art
④ Translation-
English and Japanese will bring more engagement of international viewers
⑤ Monitoring-
analyze in-flow and user pattern
3)
In-flow
① Annotation-
take advantage of in-video (e.g. next video annotation), special effect
② Linked
VII.
Realizing
“눝” 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.
