You’d Be Surprised By The Content People Want To See On YouTube

Source: http://www.businessinsider.com/viewers-turn-to-youtube-for-news-2012-7


YouTube has gained a reputation for hosting mindless video content. But new research from Pew Research Center’s Project for Excellence in Journalism shows that about a third of the time, a news story is the topic viewers are most interested in seeing.

Looking at YouTube’s internal data, Pew found that in four months of 2011, a news topic was the subject most viewers were looking for. The most searched topics included a fatal motorcycle accident, the Japanese Earthquake and the killing of Osama Bin Laden.

The power of a news story to take over YouTube was demonstrated in the week after the March 2011 earthquake in Japan, when all of the top 20 news-related videos dealt with the natural disaster for a combined 96 million views.

According to Pew, the research shows that although entertainment videos continue to dominate the YouTube landscape, a single news story can instantly rule the site:

News events are inherently more ephemeral than other kinds of information, but at any given moment news can outpace even the biggest entertainment videos.

The power of YouTube as a news source has a great impact on traditional televised broadcast journalism as well. It allows ordinary citizens across the world to publish videos without the influence of overarching news corporation and sponsor-minded producers.

In fact, 42 percent of the most viewed news videos were raw footage that had been completely unedited. In addition, the Pew Center found that unlike corporate news, YouTube news stories were not personality-oriented, with 65 percent of the most popular news videos not featuring anyone at all.

As YouTube and other video sites continue to grow, the sites become a more viable medium as the news outlet of the future.  Pew found that in 2011, over a quarter of Americans who use the Internet went on YouTube or a site like it everyday.

YouTube has become such a news-centric hub that it has started to make some governments nervous. China, Iran and Libya, for example, have all at one time banned YouTube for fear of the information that was being made available through its videos.

Despite all of this, televised news still greatly surpasses online news videos in terms of views.

Pew says that YouTube’s place as an international news source is significant because unlike televised broadcasts and cable news shows it allows viewers to “determine the news agenda for themselves.” 

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Thursday, July 19th, 2012 news No Comments

John Bell, Managing Director, Oglivy 360

Source: http://blog.compete.com/2011/11/14/digital-cmo-series-john-bell-managing-director-oglivy-360/

“Even Social Media needs brand management.”

At the 2011 Digital CMO Summit, John Bell, Managing Director at Ogilvy 360 shared his thought provoking presentation – Overcoming the CMO’s Dilemma. John discussed a number of key questions and challenges that CMO’s are facing as brands begin to move from experimentation into operationalizing” social media.  It’s not as simple as senior marketing executives finally “getting it.” CMOs and their immediate teams are faced with some organizational issues, capability gaps, and the unforeseen consequences of embracing social media marketing and communications. Below are the 7 big challenges that must be overcome in order to reap the largest business value from social media:

1. Challenge: The Curse of the Channel Mindset

Solution: Plan around owned, earned and paid ‘engagement’

2. Challenge: Understanding what to value

Solution: Adopt a new model that values behavior

3. Challenge: Uncontrolled growth

Solution: Social Brand Management

4. Challenge: What do I do with my Web site

Solution: Develop a content strategy

5. Challenge: Assigning the right roles

Solution: Form a “center for excellence”

6. Challenge: Building knowledge and capacity

Solution: Train, train, train

7. Challenge: How else does social media drive value?

Solution: Develop a social business strategy

Hear from John as he discusses the 7 big challenges and more on the CMO’s Dilemma on the Compete YouTube Channel.

About John: John Bell, managing director at Ogilvy, developed and leads 360° Digital Influence, the world’s largest, award-winning network of social media strategists, with team members in more than 27 countries. Bell and his team have designed integrated social media strategy and programs for B2B and B2C businesses as diverse as Unilever, American Express, Dupont, LG, and Lenovo. Bell has also received recognition for his enterprise social media strategy for The Ford Motor Company.

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Thursday, November 17th, 2011 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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