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The Power of Viral Marketing #Stopkony

March 14th, 2012 by Fiona Whitewood

I’m guessing that most of you have seen the Kony 2012 film which was uploaded last Monday on YouTube by the non-profit group Invisible Children? If not, chances are that you have seen the video link shared amongst your Facebook friends and the hashtag #Stopkony trending on Twitter like wildfire.

The video has caused an explosion of online interest and has become an almost instant viral success with over 70 million views within the first week of it’s release, making it one of the fastest ever take-offs on YouTube. The aim of the campaign is to make Joseph Kony, leader of Uganda’s Lord’s Resistance Army (LRA), “famous” by harnessing the power of the internet to raise awareness and bring this indicted war criminal to justice. The short film is a fairly slick production which has been produced by Jason Russell, co-founder of Invisible Children, whose mission is to stop LRA violence and support the war affected communities in Central Africa.

Despite the mounting criticism over Invisible Children’s finances and accusations towards their intentions as a charity, the main aim of the campaign in my opinion has been achieved, which is to simply communicate with a wide scale audience (us) and gain global exposure. The campaign has triggered an enormous amount of video responses and has encouraged research into the LRA and the political issues in Central Africa, which in turn has educated a large majority of people. This form of interaction is particularly important with viral campaigns as it encourages viewers to not only watch and share the video, but to research the content before advocating the video or brand and participating in online discussion.

The underlying problems concerning the LRA are long standing and highly complex and will not be resolved purely by a social media campaign, but the power of viral marketing has certainly proved to be successful in gaining awareness and coverage of the Kony 2012 campaign, be it positive or negative. The objective of any viral campaign is to reach as many people as possible and this campaign clearly illustrates what can be achieved.

 

0 The Power of Viral Marketing #Stopkony

 

The New face of YouTube Analytics

December 12th, 2011 by Melanie Peck

Screen shot 2011 12 06 at 16.35.33 The New face of YouTube AnalyticsEarlier this month YouTube officially launched Analytics, a super easy way to monitor the viewing audience for your content and maximize new opportunities for promotion.

The concept isn’t exactly a ‘new’ one, YouTube has been gathering user data for quite a while now and anyone familiar with YouTube Insights will probably recognise a lot of the information in these reports, but there are a couple of handy improvements worth a mention.

So what’s new?

The first things you’ll notice are the cosmetic changes, a more intuitive layout, nice simple colour scheme, new buttons and titles for reports. But YouTube Analytics is more than just a prettier version of insights. The new overview gives an instant summary of your overall channel performance and engagement, with easy access to detailed information about individual videos that offers a more precise understanding of your audience. The data filter allows you to break down reports by content, geography, and date. Also you can now discover which videos are driving the most views and subscriptions, allowing you to focus your marketing on the most popular types of content.

The YouTube Analytics Overview breaks down the full details of all the options available but I’ve outlined some of my favorite features below.

Audience Retention: Formerly called Hot Spots, this report shows how far viewers watch through your video, really useful stuff if you want to understand how engaged people really are.

It measures the number of views for every moment of the video, so you can see where people have skipped forward, replayed a section or switched off. (Pay close attention to the first 15 seconds of every clip as according to YouTube that’s when your viewers are most likely to drop-off.)

YouTube even allow you to play back your video in the report to see exactly how it corresponds to the peaks and valleys of the graph. It’s a great way to work out the parts of your video that work best and identify any points where people start to get bored – that way you can focus on making the kind of content that your audience appears to enjoy.

Estimated earnings: This is useful if you’re interested in making money from your YouTube channel. You can see your total estimated earnings from the net revenue from Google-sold advertising, the estimated earnings from auction sold advertising via AdSense for Video and the estimated earnings from Doubleclick advertising and any other YouTube-sold sources.

Playback Location / Traffic Sources Report: Formally called Discovery, this report helps distinguish between how viewers found a video, i.e. through a YouTube search, Twitter link etc and where a video is being watched. It’s quite useful if you’re embedding your video on sites other than YouTube.

Why is it important to measure video performance?

If you are serious about using YouTube as a marketing tool it’s essential to set some goals, do you want it to drive traffic to your website? Generate ad revenue? Raise brand awareness? Whatever your targets are, the reporting data from analytics will help you to develop a deeper understanding of your audience and strategies and make well informed decisions when creating new content.

So if you’ve never explored the monitoring stats behind your content then this is the time to start!

youtube analytics The New face of YouTube Analytics