SIX STEPS TO A SUCCESSFUL BRAND LAUNCH ON YOUTUBE - LEARN HOW YOU CAN MAKE THE MOST OF THE BIGGEST EVOLUTION IN YOUTUBE'S HISTORY BY POWERING YOUR ...
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VIDEO & YOUTUBE PLAYBOOK Six Steps to a Successful Brand Launch on YouTube Learn how you can make the most of the biggest evolution in YouTube’s history by powering your brand with the Distributed Engagement Channel (DEC) by Thismoment.
VIDEO &
YOUTUBE
Since its launch in 2005, YouTube has become the go-to
website for video content, attracting more than one billion
unique users each month. Many companies are accessing
this potent social network by creating brand channels—
destination pages used to manage a brand’s identity and
build a community around it.
By powering your YouTube channel with Thismoment DEC,
you can amplify your brand’s online presence. DEC, which
can be iframed into a custom tab in your channel, offers
greater functionality, flexible designs and other capabilities
to achieve deeper user engagement.
VIDEO & YOUTUBE PLAYBOOK 2
From media showcases and global brand 2 Develop Your Campaign Goals
content hubs to contests and live stream events, What do you want to accomplish with your new YouTube
we’ve helped launch hundreds of DECs on channel powered by DEC? Are you looking to showcase
content, run a contest or live stream event, or create a central
YouTube for some of the world’s biggest brands. hub? Determining your goals well in advance is key to an
Follow our six easy steps to ensure your effective channel launch.
YouTube brand channel launches successfully.
1 Create Your YouTube Channel
The first step in launching your DEC on YouTube is securing
the channel environment in which your custom tab will live.
Creating a YouTube channel is easy if you don’t already have one.
KEY PLAY POINTS
• Create the channel as early as possible. YouTube will need
the channel URL to generate paperwork needed for launch.
• Make sure you have the YouTube channel login handy.
You’ll need that for launch, too.
• Keep in mind that there can only be one custom tab enabled
per brand channel. Existing custom tabs will be replaced.
Contests are great ways to increase user engagement on your
brand channel. Just make sure you’re clear to run these kinds
of campaigns on YouTube.
KEY PLAY POINTS
• Consult your Google Seller if you are thinking of launching a
contest, live stream or mobile site. YouTube has a special set
of requirements to launch these pages.
• Determine whether your pages will need to be offered in
different regions and languages. On YouTube, we can launch
only in supported regions and languages.
• Leverage Thismoment’s templated solutions whenever
possible to take full advantage of our platform and minimize
both review and development time.
YouTube’s support site includes more helpful information
for creating and maintaining a brand channel.
VIDEO & YOUTUBE PLAYBOOK 3
3 Identify Your Team 4 Test and Review
Now that you have a clear game plan, identify the players Testing and reviewing the DEC before launch is essential to
who will help carry it out. Clarify the roles and responsibilities ensuring a smooth deployment on YouTube. Try to involve
of each team member. internal stakeholders (QA, legal, executive teams) early in the
process to avoid any potential delays or surprises, and focus
on critical channel functionality such as user-generated content
(UGC) submission.
KEY PLAY POINTS
GOOGLE CREATIVE • Distribute creative comps early to get feedback on any
SELLER TEAM potential launch-blockers and compliance issues.
• Keep in mind that YouTube requires a minimum of 3-5 days
for technical review of the final DEC.
• Adhere to the project schedule and plan ahead for resources.
CONTENT
DEVELOPER
AGENCIES
If needed, Thismoment can recommend a selection
of experienced developers and agencies that suit your
campaign needs.
KEY PLAY POINTS
• Choose the creative team who will be designing the Make sure your DEC is thoroughly tested in different browsers and
look and feel of your DEC. environments before launch and loop in all stakeholders.
• Identify any developer(s) needed to build any off-template
custom solutions.
• Select any agencies that will manage social page updates,
contest moderation or page localization.
VIDEO & YOUTUBE PLAYBOOK 4
5 Promote Your Channel 6 Measure Impact
Advertising can really help a channel thrive long after launch. Once your DEC is live, it’s time to start monitoring its impact and
A media plan can include anything from social network posting performance. Out of the box, Thismoment offers a robust set
to online ads and a full YouTube masthead takeover. of analytics tools and reports to give a you a comprehensive
overview of your DEC social campaign.
KEY PLAY POINTS
• Analyze your DEC performance using Thismoment reporting,
which includes Google Analytics, YouTube Insights, Facebook
Open Graph and custom tracking.
• Ensure that any third party developers have implemented
Google-approved tracking into their custom site or widget.
• Utilize tracking data to make changes to the site layout, content
A media plan including online ads can help give your event
curation and promotions for this campaign or the next.
a boost in awareness and increase attendance.
KEY PLAY POINTS
• YouTube offers a handful of options for promoting content
on YouTube, including promoted videos and Homepage
Roadblocks. See your Google Seller for more information.
• Utilize your brand’s social media accounts to create
awareness within a targeted group.
• Keep your Thismoment project manager aware of any
promotions that could result in a large spike in traffic.
Use DEC’s self-service analytics tools to view, analyze and export
key campaign metrics across all distribution points.
Leverage your social networks like Twitter to spark fan
interest and drive traffic to your YouTube channel.
VIDEO & YOUTUBE PLAYBOOK 5
Best-in-Class YouTube Solutions
Thismoment has partnered with some of the best brands in the business to create the most
innovative, beautiful and engaging online experiences. Visit thismoment.com/customers to
see current solutions that are producing impactful results.
Chevrolet Evil Dead Machinima Live
“Dare to Share Your Scare”
Pottery Barn Teen Republican National Convention 2012 The Twilight Saga: Breaking Dawn
“Back to School” Contest
VIDEO & YOUTUBE
Checklist
Create your YouTube channel
Develop campaign goals
Identify key team members
Test and review your experience
Promote and market your channel
Track and measure its impact
THIS MOMENT 222 Kearny Street, Suite 500 San Francisco, CA 94108, USA T +1 (415) 684-7040 W www.thismoment.com E info@thismoment.com
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