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Integrated Solutions. Measurable Results.


                                                                                                            January 2012

               360i Point of View on
               YouTube’s Social Redesign
Executive Summary
In December 2011, YouTube underwent its biggest redesign to date. The makeover represents a
complete overhaul of the user interface in an effort to help people find more personally-relevant videos
and to provide content creators with greater opportunities for customization and community
development. This redesign represents YouTube’s evolution from a broadcasting platform to a
community-based network fueled by social interactions – and not just ―views.‖




Key Takeaways

      1. The newest iteration of channels will encourage content creators to create more compelling
      long-form content and curate dynamic playlists that grab the attention of viewers for longer
      durations. The new channel designs will roll out on March 1, 2012, which gives content creators
      three months to prepare updated creative and customized templates for their channels. Brands
      should act on these updates by developing new types of content, such as channels, playlists, and
      textual status updates that generate conversation.

      2. YouTube is now a place to curate content and interact with target audiences, more closely
      resembling other online communities. A new left-hand sidebar features trending and popular
      content, as well as content from suggested channels. This sidebar, along with the inclusion of
      Facebook and Google+, posts within the feeds of fellow friends and subscribers, providing a rich
      feed of personally relevant content that makes YouTube a destination that feels both personal and
      social.

      3. All changes to media appear to be positive. Enhanced Insights will provide data on which ad
      creative performs better, thus allowing for the optimization of campaigns over time. Paid media
      will also allow advertisers to increase their ―subscribability score,‖ which will allow effective
      spending to boost engagement.

This report outlines the specific ramifications that the redesign changes will have to a brand’s efforts
within YouTube – from community management and content strategy to paid media performance. There
is an Appendix at the end of this document that summarizes all of the updates.


           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                           January 2012

              360i Point of View on
              YouTube’s Social Redesign
Implications for Community Management

As platforms like YouTube continue trending toward more socialized experiences, it is becoming more
important for marketers to carefully consider their overarching strategy for all communities to ensure
that people are not delivered the same content across disparate platforms. Creating diversified
content across all branded communities will allow brands to cultivate various tones and audiences
across each platform, and inspire people to engage with that content in different ways.

YouTube’s redesign will shift marketers’ focus from what people are saying about content to what they
are doing with it. Here’s how community managers can make the most of this trend:
   ? Executions within YouTube now go beyond simply uploading videos, as text-based status
       updates become a critical component to YouTube’s more social and community-based features.
       We recommend that brands test these types of updates to explore how receptive audiences are
       to having conversations on YouTube.
   ? Playlists are now more visible than before, providing an opportunity to draw users into long
       views of the content.
   ? Subscription placement is more important than ever. Achieving top billing in a user’s feed will
       help attract more organic subscribers.
   ? Optimized +1 buttons are essential to a larger YouTube presence, as commenting is now taking
       a backseat to actions such as liking and sharing. This allows the focus of the platform to be full
       brand interactions instead of pieces of content.



Implications for Content Strategy

With this redesign, YouTube becomes much more than a secondary social platform. YouTube will
provide content creators with new ways to reach and engage people on a more personalized level. The
intent becomes less about attaining video views and more about producing new, creative content that
will drive interaction, subscription rate, shares and brand affinity among a community. Brands will be
most successful if they create and curate specific content for the YouTube audience, rather than
repurposing general content used in other communities. This will reduce the likelihood of publishing
redundant content across multiple locations and thus devaluing the brand’s presence in the eyes of
fans and subscribers.

While content curation remains a top priority within the walls of YouTube, content aggregation has
never been more important. The redesign includes an improved search function within a user’s
personal network as well as new opportunities for channel owners to attract new fans, so creating
playlists and proper tagging can optimize content to maximize reach. YouTube will deliver relevant
recommendations by curating information from friends’ profiles. This will drive fan generation within
each platform and allow new fans to associate with the brand in different ways.




          NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                            ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                              January 2012

                 360i Point of View on
                 YouTube’s Social Redesign
Implications for Media
Media Performance
YouTube has tested the new layout to ensure that its impact on media performance will be ―neutral to
positive.‖ While it is unclear to what extent ads will perform better with the redesign, Google believes
that they will perform no worse than before. Below is a summary of the most notable opportunities for
advertisers:

   ?   YouTube Insights provides data on top-performing creative, allowing for optimization of
       campaigns over time (more on YouTube Insights in the Appendix).

   ?   Paid media should help advertisers increase their subscribability scores, which measures how
       many viewers are converted to subscribers.

   ?   Effective spending will increase subscribers and boost engagement.

   ?   Media can target a specific tab on a YouTube Channel for greater content.

   ?   Advertisers can choose whether to run media on ―popular‖ or ―safe‖ channels.



Next Steps
This biggest YouTube redesign to date represents a significant shift towards social for the video
platform. Below are several action items marketers can employ to make the most of these new
opportunities:

       1. Rethink creative. Take advantage of emphasis on longer viewing times and audience
          retention by orienting creative toward channel and subscription engagement.
       2. Optimize content for YouTube. Consider the unique tone of the YouTube audience vs.
          Facebook or Google+ and avoid overlap when developing cross-platform messaging
          strategy/content calendars.
       3. Stay cognizant of the broader architecture. Craft a content strategy for YouTube with a
          full multi-platform social strategy in mind. Post YouTube content on other social channels to
          draw people to the YouTube community.
       4. Enrich experiences through curation. Marketers can expand the reach of their channels
          by curating content that aligns with the audience’s interests beyond a specific brand.
       5. Make the most of new channel options. Choose the channel type that best fits the
          brand’s needs and help content become more accessible by designing for the new layout.
       6. Capitalize on new analytics. Marketers can now derive powerful insights and use new
          reporting features to discover what truly resonates with their community.

In light of Google’s investment in these extensive changes, we believe that this round of
developments represents a significant shift towards social for YouTube. By applying these insights
early, we can quickly adapt and provide the type of engaging content that can stimulate the new
community that YouTube is becoming. Contact your 360i strategic advisor to discuss what the new
YouTube updates mean for your brand.

             NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                               ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                           January 2012

              360i Point of View on
              YouTube’s Social Redesign
Appendix: Under the Hood of YouTube’s Latest Redesign
The homepage redesign features a number of prominent new elements:

   1. Central Feed: Central column aggregating all updates from the people and brands to which
      one subscribes, including video uploads and any other publicly shared actions on the site




   2. Sidebar: Left-hand sidebar which links to ―trending‖ videos and content from suggested
      channels and includes access to videos shared through Google+ and Facebook
   3. Right-hand Rail: List on the right side of the page highlighting recommended videos (based
      on user ratings and social account content)
   4. New Channels Design: As of March 1, 2012, all channels will be switched to a new design,
      giving owners a three-month window to prepare for the following changes:
          a. More flexible channel templates customizable to the needs of different types of content
             creators
          b. Ability to post status updates through channels (updates can be text only or another
             channel’s videos/playlists); opportunity for channel operators to act as curators even if
             they have little or no video of their own
          c. Tabbed interface for content with the ability to buy media driving to a tab




Other changes include:

New Channel Options: Prior to the redesign, there were only two types of channels available – basic
user channel and brand channel. Brand channels were customizable with the option to purchase
special features and paid media. The latest redesign presents several more channel options for
owners:

         o   User Channel (free) — Includes all the functions available to any YouTube user,
             including engagement with subscribers, basic customization and measurable results via


          NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                            ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                             January 2012

                360i Point of View on
                YouTube’s Social Redesign
                YouTube Insights
            o   Brand Channel (free for managed customers) — All elements of a user channel, plus
                opportunities to brand the page and the ability to add impression tags for remarketing
            o   Custom Brand Channel (additional cost) — All elements of a brand channel with
                additional opportunities for customization with gadgets and interactive applications
            o   Mobile Brand Channel (free for managed customers) — Hosted on m.youtube.com,
                offering the same level of customization and engagement, including the use of gadgets
            o   Free channels — Templates include Creator, Blogger, Network or Everything (see
                graphic below)




More robust analytics: YouTube Insights was also overhauled to mirror the interface and general
functionality of Google Analytics, making it easier for channel owners to extract YouTube data. The
updated Overview section now provides top-level metrics on Views (Demographics, Playback
Locations, Traffic Sources, Audience Retention) and Engagement (Subscribers, Likes/Dislikes,
Favorites, Comments and Sharing).

The new interface also lists the channel’s Top 10 videos, including data on likes and comments for a
given time period. This new feature enables users to save time, where as in the past various resources
like YouTube Insights and third party metrics software had to be consulted in order to determine
overall engagement with different videos over time. Now, top videos are ranked by views, likes and
comments. Location data and demographics are similarly improved and now allow for segmentation of
engagement activity by continent and country.


About 360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas
and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take
advantage of the new world of marketing communications – one where brands and consumers engage in interactive
and multi-directional conversations. In 2010, Ad Age named 360i to its prestigious Agency A-List. Current clients
include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit
www.360i.com or follow us on Twitter @360i.




            NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                               ?2012 360i LLC. All Rights Reserved

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360i Report on YouTube's Social Redesign

  • 1. Integrated Solutions. Measurable Results. January 2012 360i Point of View on YouTube’s Social Redesign Executive Summary In December 2011, YouTube underwent its biggest redesign to date. The makeover represents a complete overhaul of the user interface in an effort to help people find more personally-relevant videos and to provide content creators with greater opportunities for customization and community development. This redesign represents YouTube’s evolution from a broadcasting platform to a community-based network fueled by social interactions – and not just ―views.‖ Key Takeaways 1. The newest iteration of channels will encourage content creators to create more compelling long-form content and curate dynamic playlists that grab the attention of viewers for longer durations. The new channel designs will roll out on March 1, 2012, which gives content creators three months to prepare updated creative and customized templates for their channels. Brands should act on these updates by developing new types of content, such as channels, playlists, and textual status updates that generate conversation. 2. YouTube is now a place to curate content and interact with target audiences, more closely resembling other online communities. A new left-hand sidebar features trending and popular content, as well as content from suggested channels. This sidebar, along with the inclusion of Facebook and Google+, posts within the feeds of fellow friends and subscribers, providing a rich feed of personally relevant content that makes YouTube a destination that feels both personal and social. 3. All changes to media appear to be positive. Enhanced Insights will provide data on which ad creative performs better, thus allowing for the optimization of campaigns over time. Paid media will also allow advertisers to increase their ―subscribability score,‖ which will allow effective spending to boost engagement. This report outlines the specific ramifications that the redesign changes will have to a brand’s efforts within YouTube – from community management and content strategy to paid media performance. There is an Appendix at the end of this document that summarizes all of the updates. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 2. Integrated Solutions. Measurable Results. January 2012 360i Point of View on YouTube’s Social Redesign Implications for Community Management As platforms like YouTube continue trending toward more socialized experiences, it is becoming more important for marketers to carefully consider their overarching strategy for all communities to ensure that people are not delivered the same content across disparate platforms. Creating diversified content across all branded communities will allow brands to cultivate various tones and audiences across each platform, and inspire people to engage with that content in different ways. YouTube’s redesign will shift marketers’ focus from what people are saying about content to what they are doing with it. Here’s how community managers can make the most of this trend: ? Executions within YouTube now go beyond simply uploading videos, as text-based status updates become a critical component to YouTube’s more social and community-based features. We recommend that brands test these types of updates to explore how receptive audiences are to having conversations on YouTube. ? Playlists are now more visible than before, providing an opportunity to draw users into long views of the content. ? Subscription placement is more important than ever. Achieving top billing in a user’s feed will help attract more organic subscribers. ? Optimized +1 buttons are essential to a larger YouTube presence, as commenting is now taking a backseat to actions such as liking and sharing. This allows the focus of the platform to be full brand interactions instead of pieces of content. Implications for Content Strategy With this redesign, YouTube becomes much more than a secondary social platform. YouTube will provide content creators with new ways to reach and engage people on a more personalized level. The intent becomes less about attaining video views and more about producing new, creative content that will drive interaction, subscription rate, shares and brand affinity among a community. Brands will be most successful if they create and curate specific content for the YouTube audience, rather than repurposing general content used in other communities. This will reduce the likelihood of publishing redundant content across multiple locations and thus devaluing the brand’s presence in the eyes of fans and subscribers. While content curation remains a top priority within the walls of YouTube, content aggregation has never been more important. The redesign includes an improved search function within a user’s personal network as well as new opportunities for channel owners to attract new fans, so creating playlists and proper tagging can optimize content to maximize reach. YouTube will deliver relevant recommendations by curating information from friends’ profiles. This will drive fan generation within each platform and allow new fans to associate with the brand in different ways. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 3. Integrated Solutions. Measurable Results. January 2012 360i Point of View on YouTube’s Social Redesign Implications for Media Media Performance YouTube has tested the new layout to ensure that its impact on media performance will be ―neutral to positive.‖ While it is unclear to what extent ads will perform better with the redesign, Google believes that they will perform no worse than before. Below is a summary of the most notable opportunities for advertisers: ? YouTube Insights provides data on top-performing creative, allowing for optimization of campaigns over time (more on YouTube Insights in the Appendix). ? Paid media should help advertisers increase their subscribability scores, which measures how many viewers are converted to subscribers. ? Effective spending will increase subscribers and boost engagement. ? Media can target a specific tab on a YouTube Channel for greater content. ? Advertisers can choose whether to run media on ―popular‖ or ―safe‖ channels. Next Steps This biggest YouTube redesign to date represents a significant shift towards social for the video platform. Below are several action items marketers can employ to make the most of these new opportunities: 1. Rethink creative. Take advantage of emphasis on longer viewing times and audience retention by orienting creative toward channel and subscription engagement. 2. Optimize content for YouTube. Consider the unique tone of the YouTube audience vs. Facebook or Google+ and avoid overlap when developing cross-platform messaging strategy/content calendars. 3. Stay cognizant of the broader architecture. Craft a content strategy for YouTube with a full multi-platform social strategy in mind. Post YouTube content on other social channels to draw people to the YouTube community. 4. Enrich experiences through curation. Marketers can expand the reach of their channels by curating content that aligns with the audience’s interests beyond a specific brand. 5. Make the most of new channel options. Choose the channel type that best fits the brand’s needs and help content become more accessible by designing for the new layout. 6. Capitalize on new analytics. Marketers can now derive powerful insights and use new reporting features to discover what truly resonates with their community. In light of Google’s investment in these extensive changes, we believe that this round of developments represents a significant shift towards social for YouTube. By applying these insights early, we can quickly adapt and provide the type of engaging content that can stimulate the new community that YouTube is becoming. Contact your 360i strategic advisor to discuss what the new YouTube updates mean for your brand. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 4. Integrated Solutions. Measurable Results. January 2012 360i Point of View on YouTube’s Social Redesign Appendix: Under the Hood of YouTube’s Latest Redesign The homepage redesign features a number of prominent new elements: 1. Central Feed: Central column aggregating all updates from the people and brands to which one subscribes, including video uploads and any other publicly shared actions on the site 2. Sidebar: Left-hand sidebar which links to ―trending‖ videos and content from suggested channels and includes access to videos shared through Google+ and Facebook 3. Right-hand Rail: List on the right side of the page highlighting recommended videos (based on user ratings and social account content) 4. New Channels Design: As of March 1, 2012, all channels will be switched to a new design, giving owners a three-month window to prepare for the following changes: a. More flexible channel templates customizable to the needs of different types of content creators b. Ability to post status updates through channels (updates can be text only or another channel’s videos/playlists); opportunity for channel operators to act as curators even if they have little or no video of their own c. Tabbed interface for content with the ability to buy media driving to a tab Other changes include: New Channel Options: Prior to the redesign, there were only two types of channels available – basic user channel and brand channel. Brand channels were customizable with the option to purchase special features and paid media. The latest redesign presents several more channel options for owners: o User Channel (free) — Includes all the functions available to any YouTube user, including engagement with subscribers, basic customization and measurable results via NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 5. Integrated Solutions. Measurable Results. January 2012 360i Point of View on YouTube’s Social Redesign YouTube Insights o Brand Channel (free for managed customers) — All elements of a user channel, plus opportunities to brand the page and the ability to add impression tags for remarketing o Custom Brand Channel (additional cost) — All elements of a brand channel with additional opportunities for customization with gadgets and interactive applications o Mobile Brand Channel (free for managed customers) — Hosted on m.youtube.com, offering the same level of customization and engagement, including the use of gadgets o Free channels — Templates include Creator, Blogger, Network or Everything (see graphic below) More robust analytics: YouTube Insights was also overhauled to mirror the interface and general functionality of Google Analytics, making it easier for channel owners to extract YouTube data. The updated Overview section now provides top-level metrics on Views (Demographics, Playback Locations, Traffic Sources, Audience Retention) and Engagement (Subscribers, Likes/Dislikes, Favorites, Comments and Sharing). The new interface also lists the channel’s Top 10 videos, including data on likes and comments for a given time period. This new feature enables users to save time, where as in the past various resources like YouTube Insights and third party metrics software had to be consulted in order to determine overall engagement with different videos over time. Now, top videos are ranked by views, likes and comments. Location data and demographics are similarly improved and now allow for segmentation of engagement activity by continent and country. About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. In 2010, Ad Age named 360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit www.360i.com or follow us on Twitter @360i. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
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