YouTube PLAYBOOK
MARRIOTT GLOBAL CREATIVE & CONTENT STUDIO | CONFIDENTIAL AND PROPRIETARY INFORMATION
TODAY, CONTENT
IS EVERYWHERE, BUT
ONLY GREAT CONTENT
MOVES PEOPLE TO ACTION.
Two out of three U.S. consumers
watch online travel videos when
they’re thinking about taking a trip,
and YouTube data shows that views
of travel-related content is up 118%
since 2013.
As digital video becomes an even
bigger part of the traveler’s journey,
it’s increasingly important for
Marriott® to start telling their story
with an applied strategy built on
best practices.
A strong video strategy can help
Marriott reach, inspire and engage
today’s digitally savvy traveler in more
ways than ever before by creating
amazing content and community and
driving commerce.
MARRIOTT GLOBAL CREATIVE & CONTENT STUDIO | CONFIDENTIAL AND PROPRIETARY INFORMATION
CONTENTS
01
02
03
04
05
THE POWER OF YOUTUBE
CHANNEL GUIDE
VIDEO GUIDE
PROGRAMMING GUIDE
SUCCESS MEASUREMENT
MARRIOTT GLOBAL CREATIVE & CONTENT STUDIO | CONFIDENTIAL AND PROPRIETARY INFORMATION
MARRIOT T YOUTUBE PL AYBOOK
01: THE POWER OF YOUTUBE
MARRIOTT GLOBAL CREATIVE & CONTENT STUDIO | CONFIDENTIAL AND PROPRIETARY INFORMATION
MARRIOT T YOUTUBE PL AYBOOK
01: THE POWER OF YOUTUBE
YouTube is the second largest search engine, so it’s important to optimize each video for
search so we can provide users with relevant and related results, ultimately keeping more
eyes on content within your channel.
Building your presence on YouTube builds your brand awareness. Communicate who
you are and what you represent. Create an opportunity for people to connect with your
content in an authentic and relatable way.
Increase subscribers and grow your community. Cultivate a distinguished and
dedicated following that wants to see, engage and share your content.
Social content and noncommercial entertainment opens windows of opportunity
for sharing. Use YouTube for community activation and direct interaction with potential
customers and dedicated fans for your brand/content; ultimately driving room bookings.
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02: CHANNEL GUIDE
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02: CHANNEL GUIDE
CHANNEL HOMEPAGE UNSUBSCRIBED VIEW
CHANNEL HOMEPAGE SUBSCRIBED VIEW
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02: CHANNEL GUIDE
CHANNEL ART
ABOUT SECTION
Channel Art needs to be legible and look great across desktop,
mobile, tablet and TV. Think of your Channel Art as the
welcoming image to your page, just like you do your header on
Facebook. You want to represent your brand and show personality
through big and bold imagery. It is not recommended that you
put any text, promotions copy or logos within your Channel Art.
High-res, original photography will stand out the most
and give the best first and last impressions. Do not create
Channel Art that looks, feels and reads like an advertisement.
You can change and replace Channel Art as desired.
This About Section must be completed to provide the channel
description. The first few words of your About Section appear
most frequently across YouTube as well as other search engine
results, so highlight who you are and what your channel content
is about up front. Do not copy and paste the description you
have on every other social channel. This copy must be unique
to YouTube. The ideal About Section is approximately 2-5
sentences. Maximum character count is 1,000. Use keywords
that are relevant to the type of content and viewing experience
a subscriber to your channel can expect. The copy in your About
Section can be changed as your brand further defines what
content you will be releasing and programming on a regular basis
on YouTube.
CHANNEL ICON
Think of your Channel Icon on YouTube as your profile picture.
Remember that the Channel Icon will overlay the Channel Art
on your homepage, so make sure that the artwork selected
accommodates the designated space for all platforms. It is
recommended that you use your brand logo in your Channel
Icon. Often it is best to use the same image that is on Twitter and
other social platforms to keep it recognizable to social followers.
The Channel Icon will appear very small throughout the channel;
therefore, make sure it looks clear when rendered as small as
90x90px. Your Channel Icon should change infrequently. Provide
your audience an icon that can be recognized across platforms.
SOCIAL AND CUSTOM LINKS
This is the area(s) on your YouTube homepage that displays
your brand’s owned social accounts and official website links.
A maximum of five social links can display (overlayed) on the
Channel Art. You also should determine the social channel links
you wish to link from the About Section administrative area.
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02: CHANNEL GUIDE
CHANNEL NAME
HOMEPAGE SECTIONS
Your Channel Name should be your brand (i.e., The Ritz-Carlton,®
Marriott Hotels,® Courtyard by Marriott,® Protea HotelsSM). This
is a part of your metadata for your channel, and it is also a field
that displays below the Channel Art. Do not exceed three words.
Twenty-five characters is the maximum, including spaces.
Homepage Sections function as an organizational tool for
channels. They are seen on your channel’s homepage and
can be comprised of videos, playlists or channels. Keep in mind
that many viewers will only see the top section(s) (above the fold)
without scrolling. It is important that you highlight your most
relevant, popular and/or most interesting Section at the top
of the channel.
PLAYLISTS
Create and manage Playlists to organize your programmed
content and viewing experience. Playlists can increase watchtime and make it easier for your viewers to watch multiple videos.
When thinking about what should be included in a Playlist,
identify a set of videos that you want viewers to enjoy in a single
viewing session or watch in a particular order. Typically, Playlists
are used to group videos around a particular theme, event,
category, series or original topic. Remember, Playlists can be
created from your own videos you have uploaded and from videos
you curate from other channels. Be sure to optimize the Playlists’
metadata—Title, Description and Video Display organization.
It is important to have a strong Thumbnail for your Playlist to
display context for all the videos within the Playlist. You may
direct viewers to these Playlists via annotations and social links.
Organize the display of your Playlists into Sections on your
channel homepage.
HOMEPAGE DISPLAY VIDEO
When an unsubscribed viewer visits your channel homepage,
the first thing they see is the Display Video, also known as the
Channel Trailer. The Display Video is the first opportunity you
have to convince an unsubscribed viewer to subscribe. Think of
your Display Video as a sizzle reel for who you are, what your
channel is all about, and why someone should be enticed to
subscribe. Make sure the Display Video on your channel has a
call to action through an annotation and a link in the video
description telling the viewers to subscribe. The Display Video
should feel fresh, catchy, short and creative. It is okay to change
out your Display Video frequently; just pick your approach to
programming this location and monitor site behavior to determine
what works best.
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02: CHANNEL GUIDE
FEATURED CHANNELS
Featured Channels are an opportunity to link to other channels
within your network as well as partner channels. You may sequence
these channels any way you wish, based on your target audience,
as well as customize the title of this list.
SUBSCRIPTIONS
Think of the Subscribe button on YouTube as you do the
Like button on Facebook or Twitter. The number next to the
Subscribe button indicates the level of audience commitment you
have earned from the content programmed. You may use builtin YouTube analytics to understand the conversion rate and track
success of Subscriber growth.
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03: VIDEO GUIDE
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03: VIDEO GUIDE
VIDEO
VIDEO CONTROLS
TITLE
SUBSCRIBERS
SHARING LINKS
DESCRIPTION
VIEW COUNT
LIKES/DISLIKES
COMMENTS
SECTION
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MARRIOT T YOUTUBE PL AYBOOK
03: VIDEO GUIDE
TITLES
DESCRIPTIONS
When it comes to SEO, the Title is the most important piece of
content on your YouTube channel. The Title informs both search
engines and viewers about the video content, similar to the
headline of an article. What is going to hook you? And what is
punchy, smart and represents the story? Having a click-worthy
and search-friendly Title with descriptive keywords will make it
easier for viewers to find your video assets on YouTube and other
search engines. The Title stays with your video wherever it goes,
such as social media profiles when embedded or shared.
Each video uploaded to your channel should include at least a
1–2 sentence descriptive summary about the video’s content.
Descriptions should include expressive keywords to accurately
inform your viewers and search engines about the video content.
Below your descriptive summary, it is best to create a signature
for all of your videos that includes:
− a call to action to subscribe
− links to brand or program’s official website
− social media properties
−one sentence tagline about your channel that includes a
link to your channel’s YouTube homepage.
If you are uploading related videos or part of a series, be sure
to include titles and links to a few other recommended videos.
Although there is room for up to 5,000 characters for a
Description, keep in mind that YouTube truncates the full view
of the Description and will only display the first 250 characters.
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03: VIDEO GUIDE
THUMBNAILS
VIDEO TAGS AND CATEGORIES
All videos should have visually compelling and click-worthy
Thumbnails relevant to the content of the video itself. It is
recommended to use one of the following:
Tags are descriptive keywords that provide additional context
about the video. Although tags are ultimately hidden from
the viewer, they still impact search and are important to add to
your video during the upload process. When your video is
uploaded to YouTube, there is an option to select from a menu
of predefined YouTube content categories. Select the category
that best describes the content of the video.
− a still photo from the video shoot
−a custom-made image from Photoshop with a
logo and treatment
− a high-res screenshot of the video itself
Thumbnail designs should reinforce video titles and make sure that
together they tell a cohesive story. Each Thumbnail should
be bold, in your face, color-rich and intriguing. Default Thumbnails
generated by YouTube are not recommended. If creating a video
series, we recommend putting a watermark, a custom treatment
or the series logo in the lower third of the Thumbnail to help the
audience recognize and differentiate your videos.
AVOIDING THIRD-PARTY CLAIMS
Third-party claims occur when a portion of a YouTube video is
flagged as being owned by another party (audio or video).
Outside assets should be properly licensed and documented
through third-party vendors. Possible sources for audio include
library sources, such as Zync Music, APM Music, The Orchard,
In Grooves and AudioMicro.
Learn more about third-party claims.
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03: VIDEO GUIDE
PRIVATE VS. PUBLIC
There are three different privacy settings to consider when
uploading videos.
1) Public (default): Anyone can see and search for video
2)Private: Invisible to all users except you and the users you select
(A Google account is needed to view videos)
• Will not appear on your channel or search results
• Can be shared on Google+
3)Unlisted: Visible only to those who have the direct
link to the video
• Unlikely to show up in search results
PUSHING TO THE FEED
When uploading a video to YouTube, you have the option to notify
subscribers that your video has been posted (toggle box located
in the Advanced Settings during video upload as well as within the
video manager). When this option is selected and the video is set
to Public, subscribers will be notified in their subscription feed.
If this option is deselected, subscribers will not be notified of the
video being posted to the channel (although it will show up in the
Uploads section of the YouTube channel).
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MARRIOT T YOUTUBE PL AYBOOK
04: PROGRAMMING GUIDE
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04: PROGRAMMING GUIDE
THERE ARE FOUR PRIMARY PRINCIPLES TO CONSIDER WHEN DEVELOPING VIDEO CONTENT FOR YOUTUBE.
AUDIENCE
DISCOVERY
Smart social video content should be designed with your
brand’s audience in mind first and the brand messaging
second. If your content is being shared, the retention
time on your videos is impressive and your subscriber
count is growing—you have won over your audience.
Social video is designed to be shared and discovered. Videos
are more likely to be shared when they are relatable, jawdropping, inspiring and include emotion-evoking content.
Keep in mind that YouTube is not meant to be an online video
storage space; it’s a powerful social media platform. Distribution
is fueled first by consumers who make the active choice to
share or not share. The content strategy should focus on
creating formats that are consistent in voice and intention—
either functional or emotional—and optimize how the audience
is responding.
Ask yourself:
– Who is your brands’ target audience?
– Where are they on YouTube and the Internet?
– What type of content will Inspire, Educate or
Entertain them?
VOICE
CONSISTENCY
Marry brand values and voice into your programming. It is
best to create a strategy and vision for your channel and
ensure each video fits that direction to sustain a cohesive
voice across programming efforts. Each video you
release should expand awareness—of a product, a story,
an announcement, an idea, a passion or a topic relevant
to the identity of your brand. Just like “you are the
company you keep”—your brand partners and sponsors
reveal who you are as a brand. So collaborations should be
mutually beneficial and authentic relationships.
Once you have identified the voice of your brand on YouTube,
plan content to keep your audience happy and seeking more.
The more content you create and release on your channel,
the more opportunity you have to engage with your audience,
as well as glean insights. Viewers are more likely to become
subscribers if they are familiar with your voice and strategy.
Four main things to focus on to keep your channel
organized and programming consistent:
1. Your voice
2.Episode format
3.Structure of episodes and metadata (titles,
descriptions, thumbnails)
4.Release schedule/editorial calendar
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04: PROGRAMMING GUIDE
PROGRAMMING FRAMEWORK
It’s important to create consistent and engaging
content to grow your YouTube channel’s community
and your subscribers, as well as generate ongoing
viewership.
Brands that employ an “always on” strategy are
winning in the YouTube and social space. It is best to
take the time to understand how to provide valuable
content that will resonate with your audience, and
develop a program/plan for your channel.
YouTube’s top content creators, and in more recent
years top brands (like Red Bull, Nike and GoPro),
follow a programming framework that helps them
remain “always on” their community building “game.”
THE OPTIMAL PROGRAMMING FRAMEWORK BREAKS
DOWN AS FOLLOWS:
HERO
HUB
HYGIENE
HERO: Large-scale, tent-pole events or “go big” moments
designed to raise broad awareness
HUB: Regularly scheduled “push” content designed for your
prime prospect
HYGIENE: Always-on “pull” content designed for your
core audience
NOTE: It is not a requirement for success to program against ALL three tiers. In Marriott’s case, Hub and Hygiene content should be determined first before
introducing Hero pieces.
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04: PROGRAMMING GUIDE
HERO CONTENT
HERO VIDEO EXAMPLES
Hero video content is created on a larger
scale. It may be best to spend more production
dollars toward this content to make it feel
extra special and include bigger talent and
bigger storytelling. Often times this content
is centered on a timely event or an editorial
programming opportunity. This content should
be pushed to a bigger and broader audience. It
is best to design for social sharing, hitting on
larger emotional themes. Some videos can have
a really strong call to action, whereas others
take a more subtle approach, but still leave
viewers with that “wow” factor.
WESTJET CHRISTMAS MIRACLE: REAL-TIME GIVING
Link: http://youtu.be/zIEIvi2MuEk
– Live interactive component
– Involved everyday people
– Surprised prospective consumers
– Broke big news
– Hit a “tent-pole” Holiday moment
– Hit the masses with emotion
NIKE’S WORLD CUP FILM: WINNER STAYS FT. RONALDO
Link: http://youtu.be/3XviR7esUvo
KEY REMINDER: Before you release Hero content
and have millions of eyes on your channel, you need to have
your Hub content planned and published. When you get
millions of eyes on your channel, it’s imperative to have content that serves the need of the searcher and the viewer that
wants to stick around on your channel.
Things to note about this video:
Things to note about this video:
– Took advantage of editorial and
conversation opportunity
– Featured big name talent
– Revealed partnership between
Nike and the World Cup
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04: PROGRAMMING GUIDE
HUB CONTENT
HUB VIDEO EXAMPLES
Hub videos are developed on a regular basis to
continue to give a fresh perspective on your
target’s passion points. These videos are meant
to entertain and keep an audience coming back
for more. Hub content is repeatable, typically
based around Hygiene tested formats that
are working and performing well with online
audiences. According to YouTube, Hub content
should be “regularly updated, valuable and
engaging,” and should incentivize people to
“subscribe–like–follow.” This is the content you
have regularly scheduled—always designed for
your core viewer—commonly ongoing series.
RED BULL VIDEO SERIES: WHO IS J.O.B. 4.0?
Link: http://youtu.be/NE28SNDs1qk
– Topically relevant to Red Bull’s
consumer passion point—surfing!
– It’s a reality show on Jamie
O’Brien, a prime influencer in
the surf community
– Because it’s a series, there is a high
volume of content to release and
keeps subscribers engaged
WILL IT BLEND: IPHONE 6 PLUS
Link: http://youtu.be/lBUJcD6Ws6s
KEY REMINDER: Hub content is the most important
content to focus on for the Marriott brands that want to
build community on YouTube and grow credibility as a social
content creator.
Things to note about this video:
Things to note about this video:
– It represents the quality of the
brand with tasteful and purposeful
product integration
– The video release is often timely
(i.e., with the iPhone 6 release)
– Production setup isn’t demanding
in cost or turnaround time
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04: PROGRAMMING GUIDE
HYGIENE CONTENT
HUB VIDEO EXAMPLES
When developing Hygiene videos think about
what your audience is actively searching
for regarding your brand and the travel
industry. Determine what can serve as a
365-day relevant and “always on” content
programming strategy. Often this content is
specifically created to capture viewers who
search key terms related to the brand. This
is an opportunity to build long lasting, valuebased relationships. Because your videos can
be informative to prospective customers, it is
important you also showcase your brand in the
most captivating way.
HOW TO COOK STEAK: JAMIE OLIVER
Link: http://youtu.be/46eRIxVxkG8
– Topically relevant to the brand
– Credible coming from Jamie
– Optimized for search results
– Shot well and efficient in
information delivery
– Answers the questions and keeps
subscribers engaged
DOLLARSHAVECLUB.COM: OUR BLADES ARE F***ING GREAT
Link: http://youtu.be/ZUG9qYTJMsI
KEY REMINDER: Hygiene content formats are designed
for your core audience. They should answer questions, as well
as support SEO initiatives and social discovery.
Things to note about this video:
Things to note about this video:
– Tells the brand story
– Strong opening
– Strong title and imagery
– Strong SEO
– Leaves you wanting more
– Watermark is noninvasive
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04: PROGRAMMING GUIDE
PROGRAMMING CALENDAR
HERO CONTENT
WHAT TO PACK
(Lists provided by various big
name fashion bloggers)
HYGIENE CONTENT
TALLEST HOTEL IN THE
WORLD
HUB CONTENT
In order to build a cohesive channel strategy and viewing experience you need to consider your channel’s long-term plan. These are
specific examples of Hero, Hub and Hygiene concept ideas that can be further fleshed out and eventually put into a programming
calendar to establish a longer term channel vision.
HOTEL PROPERTY TOURS
SPRING BREAK SPECIAL
VALENTINE’S DAY
GETAWAY MINI MOVIE
5 FAVORITE PLACES in TBD CITY
with TBD local TALENT
SURPRISE A REWARDS
MEMBER HOTEL GUEST
DESTINATION
SPOTLIGHTS
YELP / TRIPADVISOR RESPONSES & FAQS
TOP 10 LISTS (e.g., Reasons to visit…)
PRE-WEDDING NIGHT
COMEDY SKIT
DESTINATION TRAVEL TIPS
THE BRAND-SOCIAL MEDIA AND CHANNEL ACTIVITY
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MARRIOT T YOUTUBE PL AYBOOK:
05: SUCCESS MEASUREMENT
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MARRIOT T YOUTUBE PL AYBOOK:
05: SUCCESS MEASUREMENT
MEASURING SUCCESS ON YOUTUBE
To measure your ROI, YouTube analytics are going to be your most helpful tool. The key is to
determine what success looks like and then translate that into metrics relevant to your brand. Audience,
Expression and Participation are the three most common metrics that brands measure.
AUDIENCE
– The number of earned views vs. percent of paid
– How did your audience discover your videos?
– Are your videos attracting an audience?
EXPRESSION
– Is your target audience engaging with your content? And if so, to what extent?
– What is the length of the watch time?
– What is your conversion from viewer to subscriber rate?
– Did your videos drive traffic to other videos and/or your website?
PARTICIPATION
– What is the number of shares?
– What is the number of comments?
– What is the number of likes?
– What is the click-thru on calls to action?
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MARRIOT T YOUTUBE PL AYBOOK:
05: SUCCESS MEASUREMENT
CONTENT PERFORMANCE NORMS
The chart below gives you an idea of how content types should be performing over time:
– Hero content will spike really quickly and die down after the initial buzz has gone
– Hygiene content will stay fairly steady and meet the searcher’s demand with regard to products
– Hub content will rise steadily and ride on the back of the success of the Hero and Hygiene content
Source: YouTube
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MARRIOT T YOUTUBE PL AYBOOK:
FINAL TAKEAWAYS
BE REALISTIC WITH YOUR EXPECTATIONS
The brands that are focusing on the viral video hit are most likely
spending a lot of money and not seeing their audience stick
around or subscribe. The idea of making it big through a single viral
hit is not a realistic goal, nor is it particularly effective in cultivating
an ongoing relationship with consumers even when it does happen.
✓ Are your click-thru actions (annotations) actually click and
BRANDS AS CONTENT CREATORS
STRIVE FOR LONGEVITY
Throughout the development process, and in post-production, do
not look at yourself as an advertiser, but rather a storyteller and
content creator.
By focusing on providing content that is hyper-relevant to the
Marriott core consumer in the form of Hygiene videos, as well
as entertaining Hub videos, you will be on your way to building
a strong community of subscribers. Having a community of
subscribers will be valuable in the long term to continue the
conversation and the engagement of the consumer.
Utilize this checklist to make sure your brand is integrated and
introduced to the viewer in the right away:
✓ Is the talent in your video representing your brand well, but not
overselling your brand?
✓ Does your influencer partnership deal include instruction that
outlines the social media efforts you want your influencer to
execute to drive traffic to the video?
✓ Is product integration (i.e., Hotel logo and building) enhancing
the storytelling?
engagement worthy, or are they too promotional?
✓ Is your brand logo adding anything by inclusion in the opening
title card treatment or video title? Would it be better served as
a “presented by” card in the bumper?
In today’s world of mass-produced 140-character messages
that are forgotten as soon as the next one flashes on the screen,
longevity is a big deal. The lifetime value of video content is a
key reason Marriott should place a higher importance on being
present and active on YouTube.
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CONNECT WITH US
Interested in further support and
direction with YouTube?
Contact Marriott Global Creative & Content Studio.
MARRIOTT GLOBAL CREATIVE & CONTENT STUDIO | CONFIDENTIAL AND PROPRIETARY INFORMATION