So the NextUp YouTube winners are in NYC right now… receiving loads of love from Google/YouTube. It made me happy seeing the next generation of amateurs… and to see that Google/YouTube still encourages them even while commercial content is on the rise on the world’s second-largest search engine.
I was invited to speak to the 25 of ’em, and here’s my presentation. If you were one of the wanna-bees, don’t fret. I asked if they’d be picking a new crop 3 times until I got the answer I wanted to hear… yes.
After I cranked this presentation out, I realized I’d been billed as the marketer. So this deck actually represented only half my time. During the rest I decided to play the role of an amalgamated product director, and I replaced my “Nalts” hat with a blazer. I asked them to pick a product (they said Coke), then I proceeded to explain my goals, hidden agendas, beliefs about YouTube and my understanding about product placement and sponsorship. I couldn’t help but point out that Coke gives out free products on the streets of NYC but no swag to people that have hundreds of thousand views daily. Hmmmm.
I told them I wanted to sell more Coke so I could become Chief Marketing Officer, and that I was mostly concerned with reach, frequency and single-minded proposition. I wanted to leverage emerging media, but I deferred YouTube spending to my media agency. And I wouldn’t know how to begin to tap YouTube creators… frankly I’d be scared they’d harm my brand (as a product director, of course, I wouldn’t realize I could review/approve any sponsored videos).
Lots more detail in my free eBook or Beyond Viral, which you really should just go ahead and buy. And dont find any thpelling erars.