Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Why Auto Brands Are Shifting Away From Digital Ads

Why Auto Brands Are Shifting Away From Digital Ads | Integrated Brand Communications | Scoop.it
Major Auto brands have gradually moved ad spend from TV networks to Facebook and YouTube, but they could be shifting back.
Russ Merz, Ph.D.'s insight:
Is the uncontrolled media environment threatening to derail digital ad revenues from auto brands for Facebook and YouTube?  It could happen if specialized cable networks gain traction.
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A look inside GoPro’s dazzling YouTube strategy

A look inside GoPro’s dazzling YouTube strategy | Integrated Brand Communications | Scoop.it

GoPro is the fifth biggest brand on YouTube according to The Touchstorm Video Index and as only 2% of the top 5,000 YouTube channels are from brands, this is a considerable achievement.


With 1.7m subscribers to GoPro's YouTube channel, how does this California-based digital camera manufacturer keep its audience entertained and engaged, on a social video platform notoriously difficult for brands to achieve success on? 

If your answer is "because GoPro makes the kind of exhilarating, extreme sports videos that make you lose control of your bodily functions while sat at your desk” you’ll be half right.

Here I’ll be taking a look at GoPro’s YouTube strategy, using the best practice tips I laid out in my article from last year: YouTube strategy for brands.

Regular content + Engagement = Subscribers

YouTube is a social network, something that many brands forget. 

Russ Merz, Ph.D.'s insight:

If you have never been to the GoPro YouTube channel, now's the time. A great example of how a brand can build engagement with videos.

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One Minute on YouTube | Social Media Today

One Minute on YouTube | Social Media Today | Integrated Brand Communications | Scoop.it

Every 60 seconds, YouTube makes an estimated $10,654.49; at least 1,388 channel subscriptions are formed; and 100 hours of videos are uploaded. Take a look at this infographic created by YouTubeDownloader illustrating what else happens in a YouTube minute.

Russ Merz, Ph.D.'s insight:

Some interesting YouTube stats.

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