Maciej Sojka

Head of Video Partnerships

How to do sustainable business using YouTube

Google Google Confidential Confidential and Proprietary and Proprietary

Power of Subscribers

YouTube Confidential and Proprietary

Power of Community

YouTube Confidential and Proprietary

Product Placement

YouTube Confidential and Proprietary

Merchandising

YouTube Confidential and Proprietary

Fundraising

YouTube Confidential and Proprietary

Partner Sales Program

YouTube Confidential and Proprietary

Gosia Krasowska
YouTube Partner Manager

Album launch with YouTube

Google Google Confidential Confidential and Proprietary and Proprietary

VIDEO OF THE MONTH MOONES - DRUNK IN SESSION

- 1 song, 5 takes - Time & resources - Replicable concept

ALBUM PRE RELEASE STRATEGIST RECOMMENDATIONS

CHANNEL PREPARATION
CHANNEL ART KEY AIM: 'Brand the release across all devices'. Update Channel Art (specifically Banner) to highlight upcoming release. Provide CTA's which empower audiences and provide information to 'pre-order'.

ALBUM PRE RELEASE STRATEGIST RECOMMENDATIONS

CHANNEL PREPARATION
INCREASE CHANNEL ACTIVITY KEY AIM: 'Turn the lights on, so audiences know you're up' All channel activity is highlighted in The Feed & Guide. 'Subscribe, Like & Comment' other YT content, Create 'CTA messages' and post within The Feed,
'LIKE' EXAMPLES

CTA MESSAGES / FEED EXAMPLES

ALBUM PRE RELEASE STRATEGIST RECOMMENDATIONS

CHANNEL PREPARATION
DEDICATED SECTIONS & PLAYLISTS EXAMPLES: /ElizaDoolittleMusic - Curated Section

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

DEDICATED YOUTUBE CONTENT
ALBUM TEASER KEY AIM: 'Give the audience a preview to keep them interested'
TIME CODED ANNOTATION TEASER EDITED UNIQUE CONTENT TEASER

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

DEDICATED YOUTUBE CONTENT
INTRODUCTION VIDEO KEY AIM: 'Create / update the first video un-subscriber's watch' Tell audiences what to expect, Album dates, tour dates

HOSPITAL RECORDS: Hospital Records on YouTube

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

DEDICATED YOUTUBE CONTENT
VIDEO LYRICS KEY AIM: 'Create more interactive content, create your own lyric videos'
MATT CARDLE & MELANIE C LOVING YOU

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

DEDICATED YOUTUBE CONTENT
G+ HANGOUTS KEY AIM: 'Create a personal link between artist and audience'. Q&A, Previews of content.
JESSIE J G+ HANGOUT & 'WILD' PREVIEW

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

DEDICATED YOUTUBE CONTENT
END CARDS KEY AIM: 'Push audiences to relevant promotional content'.
ELIZA DOOLITTLE BESPOKE END CARD ANNOTATION
USE VT TEASES PUSHING PROMOTIONAL CONTENT CHECKLIST Verbal CTA's, Content suggestions, Bespoke design (for promotional content) Consistent design, (for evergreen content)

SUBSCRIBE ANNOTATION

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

DEDICATED YOUTUBE CONTENT
ANNOTATIONS: 'Push audiences to your catalogue'.
ABBA INTERACTIVE TIMELINE

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

PLATFORM TOOLS
IN-VIDEO PROGRAMMING (enable it in 'Channel Settings') KEY AIM: 'Push audiences to subscriptions or relevant promotional content'.
CR2 RECORDS: IN-VIDEO PROGRAMMING SUBSCRIPTION

ALBUM RELEASE STRATEGIST RECOMMENDATIONS

METADATA - Download the YouTube Music Playbook online
DESCRIPTIONS, TITLES & TAGS KEY AIM: 'Align features which increase search and discoverability'.
MUSE THE 2ND LAW PROMOTION THE KILLERS PROMOTING LATEST SINGLE & ALBUM

PROMOTION AND MARKETING STRATEGIST RECOMMENDATIONS

CONTENT & PROGRAMMING
AFFILIATED CONTENT KEY AIM: 'Create timely content affiliated with the release which is unique & maintains interest'. Interviews, Backstage access, Album tour diaries.
NE STAND ALO

SERIALIZED

ED SHEERAN DRUNK - BEHIND THE SCENES

ED SHEERAN US TOUR DIARY

PROMOTION AND MARKETING STRATEGIST RECOMMENDATIONS

CONTENT & PROGRAMMING
LEVERAGE SOCIAL MEDIA KEY AIM: 'CTA off platform audiences about the release and unique content'. Inform the audiences! Direct them to: The channel, Specific videos, Archive content. Always denote new uploads, to maintain the presence of activity

COMMUNITY MANAGEMENT STRATEGIST RECOMMENDATIONS

EMPOWER THE AUDIENCE
USER GENERATED CONTENT / OUTREACH KEY AIM: 'Get the audience to produce content for you, whilst making them part of the channel'.
A'S IN VIDEO CT OFF PLATFO RM

Love our new song? send us your covers #1DGOTTABESTARS

=
UNIQUE UGC MAINTAINING AUDIENCE ENGAGEMENT

OPTIMIZING FOR A RELEASE

Pre-release Release Promotion
Tent pole programming
> Interviews > Behind The Scene > Mini series creation

Community Management
Curation
> Best of > Playlists > UGC

Channel preparation YouTube dedicated > New design content

> Banners

Content delivery
> Audio/Video fingerprints > Content policy choice

> Teaser > Video lyrics > Hangout > End Card

Metadata optimisation Analytics

> Understand past activity > Old content > In Video programming > Video Descriptions

Traffic source analysis

> Partnership with online media

Leverage social media

Monetize with success

Google Google Confidential Confidential and Proprietary and Proprietary

Disabled monetization | what it means:

"We disabled the possibility of commercial use of your video"

Google Confidential and Proprietary

Disabled monetization | What to do?

Google Confidential and Proprietary

Disabled monetization | What to do?

Check why the video is not monetized - email from the team Appeal through the video link in the email

Google Confidential and Proprietary

Disabled Monetization | Appeal

Always specify all the important information

online resource

license agreement
Google Confidential and Proprietary

Your own work

Content ID (CID)

Google Confidentialand and Proprietary Proprietary Google Confidential

Notice of content match

"Your video "XYZ" may include clips that are owned by a third party"

cover

Remix

background music

Google Confidential and Proprietary

monetize block track

Content match | What to do?

Visit YouTube Copyright Center

Google Confidential and Proprietary

Copyright infringement notice

Google Confidentialand and Proprietary Proprietary Google Confidential

Looking for help? Copyright on YouTube youtube.com/yt/copyright

Google Confidential and Proprietary

Copyright strike | what does it mean?

Account in bad standing

Google Confidential and Proprietary

Copyright strike | what to do?

Submit counter notification Request retraction of the claim of copyright infringement Visit YouTube Copyright School

Google Confidential and Proprietary

Alex Cuzic
Account Manager

Google + for Music

Google Google Confidential Confidential and Proprietary and Proprietary

Google confidential and proprietary

Google+
1) What is Google+? 2) Google+ features 3) Social Music 4) Music and Brands
AlexCuzic@Google.com

What is Google+?

A Social Destination...
190M +
Monthly active users on Google+

500M +

Users have enhanced their experience across Google

...and Social Spine Across Google

Search & Google+ Connect

Link your artist's website to Google+ to own your presence on Google Search The first experience many users will have with your artist Main image from Google+ Recent posts in 'Knowledge Panel' +1's visible drive significant SEO/SEM uplift

Google+ Hashtags on Search

Google+ hashtags launched in US and CA - other countries coming soon Benefit for artists - increased discoverability of Google+ content outside the stream, huge Right Hand Side exposure

YouTube & Google+ Connect

Linking artists Google+ to YouTube provides
Coldplay YouTube Channel showing Google+ Verification and unified profile image

Unified identity across Google

Artists, bands and shared management accounts should always be Google+ Pages not profiles
Allows Coldplays Google+ page...

...to benefit their domain ranking in Google Search.

YouTube & Google+ Benefits

Linking artist's YouTube & Google+ unlocks new social features: Multiple channel managers (without sharing password) Manage multiple YouTube channels from one account Your channel will be enabled for free livestreaming Google+ Hangouts On Air

youtube.com/account_advanced

Google+
2) Google+ features
+ Beautiful Stream + Hangouts + New Photos + Party Mode + Top Fans + YouTube Comments + Share Soundcloud songs

Beautiful Stream
Allows you to follow and engage different bands and artists in the same time from your own Google+ page

Hangouts On Air
Live stream video for up to 10 participants. Upgraded to 720p video with capacity to broadcast live full-screen Hangouts On Air on your YouTube channel Introduces artists and bands to their fans and creates live globally impactful social moments.

Photos
Google+ is coupled with vibrant photographer and music communities Full size photos can be uploaded without compression. Google+ will automatically enhance photos to ensure your artist looks their best.

Party Mode
Create an event - your concert and a shared photo stream from all guests that want to share their pictures goes live during the event. Live shots from all attendees - who choose to share - can stream through for the ultimate shared photo experience

Top Fans
Linking artist's Google+ to YouTube opens up Top Fans Identify your most engaged YouTube viewers, add them to a Google+ circle. Create competitions, involve your top fans and drive more YouTube channel engagement.

YouTube comments powered by Google+

Artists comments get on top of their YouTube channel, followed by the comments from people in your circles More relevant to the followers and helps artists steer the conversation

Google+ embeds Soundcloud songs

As an artist you can import and share your Soundcloud songs via Google+ Fully playable in-stream and present on your Google search results.

Google+
3) Social Music uses Google+Hangouts

Social Music: Why is music a priority?

Music is the single biggest driver of global conversation. 8/10 of the most followed Twitter users. 9/10 biggest Facebook personalities. 9/10 of the most watched videos on You Tube

Forbes Social Power List:

The top 5 twitter topics of 2011 were all music related. Music dominance is the sign of a mature network.

Music Momentum
+All Major Labels +40m Followers +80 Artist Campaigns
Click Circle to explore Music on Google+

Standout Campaigns: Taylor Swift

~1,07 M Followers +Premiered on Google+ her new Red album and the world premier of the single We are never ever getting back together

Standout Campaigns: Bruno Mars

~5,1 M Followers +Premiered his new single Locked out of haven on YouTube via a Google+ hangout

Standout Campaigns: RockSound

+75k Peak Total Views +30% YouTube Subs +35% Newstand Sales Top bands go from Magazine cover to Hangout. Direct result on sales.

Standout Campaigns: DJ Magazine Mixmag

~700k Followers +15 Hangouts +Unique Hangouts with the world's biggest DJs Steve Aoki Create content with remote talent.

Google+

4) Music and Brands

Music and Brands

MUSIC IS THE FASTEST SHORTCUT WE KNOW TO THE HEART. NOTHING BUILDS EMOTION LIKE MUSIC.
Kevin Roberts, CEO Saatchi & Saatchi

Teens Love Music

64% of teens discover music on YouTube making it the worlds top music discovery platform. Nielsen 360 (2012) 81 % of all 16-18 year olds said they loved music. A remarkable 97% expressed a like or love for music.
FRUKT Music and Brand Manifesto

Brands are welcomed by artists and fans as a driving force for some of the most exciting projects in todays music industry. MTV, Music and Millennials White Paper 2012

Maroon 5 & Coca-Cola

In a major global session, FRUKT, Coca-Cola and Maroon 5 took over a London recording studio and engaged with Coke fans around the world to create and record an original track in 24 hours. Fans gained access via various social media channels that allowed them to interact with and inspire the band. In 24 hours we generated over 107,000,000 twitter impressions of #withmaroon5 and equally impressive numbers across other channels.
http://www.wearefrukt.com/work/24-hour-sessionmaroon-5

JayZ & Samsung

Jay Z Magna Carta Holy Grail 1M Advanced Album Copies for Samsung Phones Estimated $20m Deal

Google+
1) What is Google+?
Social spine unifying your identity across Google

2) Google + features & benefits 3) Social Music

G+ has uniquely innovative social functionalities that foster engagement with audiences across the web

Use Hangouts to promote artists, bands, albums and engage with fans

4) Music and Brands

Partnerships with brands became an important driver in Social Music

Mulumesc!