[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:

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.

[Personal UX/UI review] YouTube Pulse event

An afternoon at YouTube (YT) Pulse event

<definition: Pulse means a medium size YouTube event?^^

positive: cute Android characters; perhaps one of the reasons is to dismiss clients, advertisers and partners' any negative feelings towards Android platform>

<positive: simple registration booth design>

<issue: complicated route guideline

solution: make path intuitively understandable>

<positive: a good choice of small size event site>

<positive: giant infographics in entrance>

<issue: infographics is not well organized; hard to see why information is organized that way

solution: put a label on each infographics group e.g. device types, hours spent, locations used>

<positive (good approach!): some interesting hands-on activities to reflect one of the speakers' message (e.g. how-to video 13% of YT search; c.f. music video 53%, professional video 14%)>

<positive: intuitive floor guide>

<positive: good casting and storytelling<- how Crayon Pop has gained national if not global recognition; of course, the answer is a platform you know intimately>

Overall, the experience was 7/10. 

[Personal UX/UI review] a coffee shop's differentiation

Today as I was walking up a street near to work, I found this shop. 

Positive: neat idea to differentiate a coffee shop from other stores around it

Explanation: 1. Placed wooden stair-like and grass-like installment to differentiate the shop's front from others around it

2. Put beach chairs to generate comfy feeling 

3. Played songs that go along with the above setup

[Personal UX/UI review] Samsung smartphones and tablets battery indicator deesign

Happened to find battery GUI differences among Galaxy smartphones and tablet. 

Issue: [inconsistency] battery GUI

Solution: keep core GUI components consistent within all Samsung devices 

Lesson: [integration and consistency] small design differences when all add up, even small can make a powerful case

[Personal UX/UI review] Line Camera

Positive: [convenience] reduce users' touches to find photos to edit

Comment: quite surprised to see a "Korean" app enhancing usability

[Personal UX/UI review] iOS 7's Volume image

Issue: this Volumn image blocks content behind

Solution: give the image a bit more transparency

[conference] Google Developers Conference- YouTube Platform Overview

주제	Google Developers Conference - YouTube Platform Overview
장소	Posteel Tower 3rd floor
일시	2013년 04월 09일 (화) 5:30PM~6:00PM
강사	Ikai Lan (NY Office) and others
주관	Google Korea
초점	일반 관계사에게 Google Play 및 YouTube Platform에 대한 소개

I.       Why YouTube?

1.       Q3 2008-> Q3 2011 : mobile video watching 220% increase

1)      view counts- 1 billion+ /month

2)      watching hours- 4 billion+ /month

3)      uploads hours- 72+ /min

2.       3 ways to share - uploads, live, produced content

1)      e.g. uploads & produced content- Talking Tom

2)      e.g. uploads & live- Black Ops

3)      e.g. live- Red Bull's space jump

II.      Why YouTube APIs?

1.       Create contents- great to engage people

1)      e.g. create- WeVideo, Talking Tom

2.       Consume contents

1)      e.g. consume- Flipboard (plays YouTube inside the app), Band of the Day

3.       Analyze contents

1)      e.g. analyze- viewer information (location, length, demographics)

4.       Monetize contents

III.     YouTube APIs?

1.       Player API

2.       Data API

3.       Analytics API

4.       Livestream API

IV.    Reference

1.       developers.google.com/youtube

2.       youtube.com/dev

3.       google.com/+youtubedev

[conference] 인터넷 개방성 포럼 특강 : 클라우드 혁신과 보안

주제	인터넷 개방성 포럼 특강 : 클라우드 혁신과 보안 -       Is Cloud Computing the End of Security and Privacy as We Know It?
장소	Gangnam Finance Center 21st floor
일시	2013년 04월 04일 (목) 7PM~9PM
강사	Eran Feigenbaum, 구글 엔터프라이즈 보안 총괄 (Director of Security Google Enterprise)
주관	Google Korea
초점	Cloud computing, security in the cloud

I.       Why Google Enterprise?

1.       Many Clients

1)      미국고객사- 100대 미국 대학 중 72개교에서 사용 (2012년 9월 조사)

2)      한국고객사- POSCO, Chosun biz, Dong-A Pharm, Groupon Korea, Hyundai U&I, Samsung, Hyundai Motors, TMON, pantos logistics, Korea University, McDonalds, YG Entertainment

2.       Trends

1)      Privacy와 Security가 더욱 중요해짐

①  Blogs- 200 blogs (10 years ago)--> 200 million blogs (today)

②  YouTube Videos- 70 hours’ worth/1 min (today)

③  Security Innovation: two step verification

2)      Competitors- Your competitors are moving to Cloud computing for efficiency and other benefits which reside in the cloud

3.       Benefit to Software Vendors

1)      Various OS- can focus on innovation and software is always up-to-date

4.       Economic Benefit

1)      Reduced IT Cost- lower IT costs with a 10 to 20% reduction being typical (IDC, 2012)

2)      Improved co-work efficiency- e.g. Delta Air Lines- decreased budget time by 30%

II.      What does cloud computing mean from a security perspective?

1.       Data safe on premise? - 60% of corporate data resides unprotected on PC desktops and laptops

2.       1 out of 10 laptop computers will be stolen within 12 months

3.       66% USB thumb drive lose (over 60% corporate data in them)-> PC stolen, I’m not worried

III.     IT manager's perspective: Why is security so tough?

1.       Patching problem server patch deploy 25 to 56 days on average to deploy an OS patch-> no server is needed.

IV.    Cloud server provider perspective

1.       Build, buy and pay for everything I own, security team, server, etc

V.      Can the cloud vendor do security better than you?

1.       Google- the biggest server manufacturer

1)      Server hardening- disabling unused items

2)      IT system fails. Google has over 300 security professionals in malware, drive-by download, etc.

3)      Works like a bank- instead of a person hiding his money in his attic, depositing money in banks can be more convenient and safer.

4)      Data storage- 3 copies of my email in 6 servers

VI.    How do you know if they are as good as the claim?

1.       3,000 new businesses added/day

2.       Different frameworks- CSA, ENISA, NIST, and many others (check out audit reports)

VII.   Incident response? ->Need to walk through security drill within your company

1.       Monitoring

2.       Proprietary change control software continually monitors

3.       24x7 security team

4.       Incident coordinator

5.       Incident remediation

6.       Incident notification- early detection through homogeneous servers matching Google's gold standard-> send alerts -> let the clients know if clients data is attacked

VIII.  Privacy?

1.       Who owns your data?-> You

2.       What can the data is used for?-> Your use

3.       Who has access to your data?-> You

4.       What laws govern the data?-> jurisdiction

IX.    Google protects your privacy externally (jurisdiction matters here)

1.       government transparency report- www.google.com/transparencyreport

2.       users information such as IP address or last log-in info can be opened

X.      참고

1.       Ask what my exit strategy is: how can I get my data out if I change my mind in the future?

2.       Cloud computing

1)      IaaS (amazon, ec2)- data patch

2)      PaaS (salesforce.com, google xxx)

3)      SaaS (RFP security)

XI.    Reference

1.       Good to know campaign- http://www.google.com/goodtoknow/

2.       Read- 구글을 가장 잘쓰는 직장인 되기 (http://goo.gl/p1BKk)

3.       구글 인터넷 개방성 포럼- https://sites.google.com/site/pressforumforit/home