Fullscreen is launching a concierge channel management service for brands and media companies, driving a new avenue of business for the YouTube network. Channel+, a refreshed suite of professional consulting services that have been available through Fullscreen’s backchannels for about two years, is now being formally offered to enterprise for a monthly, retainer-based fee.
Ezra Cooperstein, chief operating officer of Fullscreen, insists that while the company’s core business is still focused on solving pain points for content creators and enabling them to thrive on YouTube, the network can provide additional value as an empowered advisor to larger brands.
Describing Channel+ as "the combination of a technology platform and managed service,” he says that some Fortune 500 companies like NBC, General Electric and AARP are already using it. This has helped brands amass more than three billion earned views and 12 million subscribers to date. Channel+ has also increased brand views 2,200 percent and subscribers by 1,500 percent, according to Fullscreen.
“Collectively we manage 100 channels on behalf of our clients and we’ve probably built the most holistic offering in the market,” says Cooperstein. “Starting with the technology platform, we have taken a lot of things that we built for creators and sort of supercharged them for brands, and built it at an enterprise level.”
Channel+ is comprised of three new features – brand amplifier, channel programming and community management – that Fullscreen will manage and operate for its brand clients. The company also provides in-house strategists to oversee day-to-day operations, implement search engine optimisation, track competitive analysis, and use custom post rolls.
"If you're a social media manager, you don't have time to be thinking about the actual work,” explains Cooperstein. “They want someone who can roll up their sleeves and actually help them build up their channel presence and engage with consumers on the platform."
Brand amplifier will help brands tap into Fullscreen’s network of creators to identify the most appropriate matches and likely influencers across YouTube. Channel programming includes the re-purposing of existing content into custom video mash-ups and other YouTube-friendly content. Finally, community management enables brands to cultivate a social community on YouTube through interactive features like comments, likes and subscriptions.
“Programming for YouTube is very different than other social channels or other content channels. Brands need to have a different lens when they approach the platform,” says Cooperstein.
"The world is getting more fragmented and fragmentation creates complexity. While these brands are incredible, the reality is that as smart as they are, they can’t be experts at everything,” he says. "For us it's really about that high touch. It's challenging for YouTube; for them to service every single brand would be a monster feat."
Calling its team of personal strategists a “key differentiator,” Cooperstein says Fullscreen has even embedded some of those managers in a brand’s home office for few days. “It’s more than picking up a phone, it’s very proactive in the approach. We’re in there driving strategy,” he comments.
“We’re helping infuse YouTube into everything that a brand thinks about and does when it touches digital,” Cooperstein says. “What Buddy Media is to Facebook, Fullscreen is to YouTube.”
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Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at firstname.lastname@example.org.
March 19, 2014