Gli strumenti Google per il no profit

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1 Gli strumenti Google per il no profit Simona Panseri 27 ottobre 2014

2 1 Gli strumenti di produttività 2 Google Trends 3 AdWords e Google Grants 4 YouTube 2

3 Strumenti di uso quotidiano gratuiti utili nella vita professionale delle organizzazioni

4 I servizi di produttività Tutti i servizi legati all account Google possono essere utilizzati per semplificare e rendere più efficiente la gestione delle attività dell organizzazione, in particolare: Documenti condivisi Calendario condiviso Archivio immagini Hangout videoconversazioni che possono coinvolgere fino a10 persone in contemporanea

5 Videoconversazioni live con gli utenti 5

6 Hangouts On Air Max 10 partecipanti Trasmetti Live e Registra le tue conversazioni su Google, YouTube e siti esterni

7 Google trends

9 Spunti per le vostre attività

10 Esplorare in dettaglio

11 Google Grant

12 Un programma ad hoc per le no profit

13 Centro assistenza

14 Search advertising Modalità di acquisto: pay for click Costo: a basa d asta Strumento per la pianificazione: Adwords

15 Search advertising: pay for click

16 Tutti i contenuti in una pagina Call to action molto evidente Landing page dedicata Possibilità di iscriversi Chiara gerarchia informativa Link ai social network

17 Di che cosa avete bisogno? Call to action molto evidente

18 YouTube for no profit 18

19 19

20 Risorse utili 20

21 Come usare la piattaforma 21

22 Il Percorso del Pubblico Search Preview Title Creative strategy Playlist Programming Engagement Scoprire il Video video Guardare il Video Guardare di più Diventare Fan

23 CHANNEL TACTICS 1- Channel *tle The channel )tle should be short and include the brand name or campaign )tle. O7en the YouTube channel )tle will be the brand / campaign name only. Channel Title 23

24 CHANNEL TACTICS 2- Channel descrip*on We recommend the channel descrip)on, found in the about sec)on of the channel, be around 500 characters in length. It is important to use key terms towards the beginning of the descrip*on, to ensure visibility to search engines. Content should give the viewer an understanding of the purpose of the channel and the type of content they are likely to find there. Channel Description

25 CHANNEL TACTICS 3 - Channel tags It is as important to tag a YouTube channel effec)vely as it is video content. Tags should be keywords; singular, plural, individual words and longer phrases relevant to the content on that page and representa)ve of the types of keywords we want the channel should rank for.

26 CHANNEL TACTICS 4 - Playlists Grouping videos on the YouTube channel into playlists is a good way to encourage users to stay on the channel. Videos relevant to similar keywords should be grouped to form each playlist. The playlist *tle is as important to op)mise as the video or channel )tle, using relevant, high- volume keywords to describe succinctly what content is featured in the playlist. Playlists

27 VIDEO TACTICS Video tac)cs are relevant to every video, so must be implemented every )me any new content is uploaded. The sooner content is op)mised, the quicker it will rank in search engines. 1. Video )tle 2. Video descrip)on 3. Video tags 27

28 VIDEO TACTICS 1- Video *tle The )tle must be compelling and include keywords relevant to the content of the video. The maximum number of characters for a YouTube video )tle is 100. To improve CTR it is important to use high ranking search terms, such as how to. Video Title

29 VIDEO TACTICS 2- Video Descrip*on Video descrip)ons may be up to 5,000 characters in length, however we would recommend keeping )tles brief, to 500 characters or less. It is important to use key terms towards the beginning of the descrip*on to ensure visibility to search engine spiders. Descrip)ons should include a summary of the video content as well as links to relevant pages e.g. the brand s website, where viewers can find more informa)on (Note: the link must be the full URL, including hhp://, to ensure it is actually hyperlinked when posted). Video Description

30 VIDEO TACTICS 3- Video tags The maximum number of tags for any video is 120. It is important to use tags that reflect the relevant keywords the video should rank for, including singular and plural itera)ons of keywords to aid op)misa)on. Use as many relevant tags as possible. 30

31 Standard Annotations Variety of shapes, sizes, colors, font sizes and font colors May be clickable, with destinations on YouTube (videos, playlists, channels, etc.) Start and end time may be indicated to determine duration

32 Live streaming Production Capture Encoding CDN Player Stream Content owner Live streaming partner YouTube CDN satellite truck satellite receiver encoder Multiple bit rate main and backup streams User venue

33 Diritti d autore Diritti discografici Creative Common 33

34 Contronotifica 34

35 Grazie

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