Multi-Channel Network (YouTube) Specialist at MultiChoice

Introduction

Are you a Digital Native, is your phone’s battery always flat because you’ve been streaming YouTube or shooting and posting YouTube videos? Do you prefer 720p or 1080p and bore people with explaining the difference? Do you know what to use TubeBuddy for and what the Creator Academy is for? What do you think of the new YouTube Studio? What’s missing? And when you’re not using all the data you can get your hands on, streaming YouTube, are you smashing through channel after channel on DStv? Do you know as much about Mihlali as Lorcia Khumalo and Martin Sheen? Would you say that if it’s on a screen, you’ve watched it and have an opinion on it? Well then, it sounds like we need to talk about you working on the DStv YouTube channel. Read through the criteria, upload your CV, hit submit and let’s talk YouTube magic!

Role Summary

• To run and optimise our DStv YouTube channel on a daily basis
• To collaborate with relevant internal stakeholders on devising and executing a YouTube channel strategy aimed at drawing new subscribers to the YouTube channel and encouraging return visitors, with a view to converting these visits to new DStv customer acquisition or existing DStv customer retention
• To monitor, analyse and respond to YouTube channel analytics on a daily, weekly and monthly basis to ensure alignment with and attainment of business priorities
• To conduct ongoing desktop research on, and awareness of, local and global entertainment trends in order to identify opportunities for response or innovation

Key Performance Objectives
Tasks
Strategy Implementation

• Develop, adapt and innovate activities to grow our YouTube channel audience
• Align Acquisition and Content Discovery opportunities on the DStv YouTube with the agreed business priorities for the fiscal
• Provide insight into the multitude of online dynamics which impact acquisition and engagement and leverage local online consumption patterns to determine the best content or YouTube tools to be used  
• Understand which online trends, content pieces/genres, and social platform content resonates with DStv audiences, across each of the packages
• Determine which of the above can assist in driving online engagement with the content on the YouTube channel, thereby improving acquisitions and usage of our Owned and Operated (O&O) platforms
• Actively gather video entertainment insights, analyse findings, create and present insights to various internal stakeholders and use to influence decisions 

Operational Delivery

• Operationally manage day-to-day running of the channel including; creating and running a publishing calendar, video uploading, optimisation, resurfacing, archiving, and implementation of growth strategies on the YouTube channel
• Gain thorough knowledge of ALL of our broadcast and VOD content, in order to identify, and curate the YouTube (and associated YouTube Channels’) content into relevant themes/playlists.
• Collaborate with the DStv Web Editor to ensure there is synergy between the content on the DStv YouTube Channel and the DStv Website.
• Analyse performance of the YouTube Channel from both a qualitative and quantitative perspective
• Present YouTube-specific insights and trends to the Content Curation Manager and broader internal teams
• Utilise insights gained from daily analytics observations as well as monthly reports to drive strategy and decisions
• Identify benchmarks for success on the DStv YouTube Channel and take a goal-oriented approach to reaching these targets and achieving benchmark standards 
• Translate business strategy into a short- and long-term video content plan that addresses business needs, focusing on acquisition and retention of subscribers for the Over the Top (OTT) platforms (e.g. DStv Now) and Content Discovery across all of the DStv offerings.

Stakeholder Relationship Building

• Build and maintain healthy relations with internal and external stakeholders which enable activity implementation and channel success 

Content Management

• Partner with video production agencies and editorial teams to identify and develop a robust YouTube content strategy based on data driven insights including  owned properties and opportunities to create original content 
• Collaborate with content owners, format holders and commissioning editors to explore where original programming can be expanded and ‘shoulder content’ can be created to ensure excitement throughout the year around tent-pole content
• Work with the content team as well as DStv Media Sales to develop and implement revenue generation opportunities within YouTube
• Protect and geo-fence content for our territories and ensure we meet our rights holders’ requirements
• Assist MCN manager and the piracy team to monitor and manage owned content piracy and take measures to reduce online exposure and impact on consumption

Marketing

• Leverage YouTube as a key Content Discovery and marketing tool/platform
• Proactively partner with marketing teams to identify opportunities for content and assist in growing reach and engagement on all promoted content
• Syndicate and seed content to third party publishers
• Create and manage relationships within the Customer Group as well as building them within the YouTube community

Qualifications
Essential:

• BA degree and/or appropriate Diploma, Qualification in film/video/digital video or Digital Marketing or related field
• Proficiency in MS Office and Google Suite

Preferred:

• YouTube certification is advantageous (or industry course certification eg. Creator Academy)
• Intermediate-Level ability to use Adobe Photoshop (to do basic image/thumbnail edits and resizing for upload)
• Intermediate-level ability to use Adobe Premier (or similar video editing software to do basic edits)

 

Experience

• At least 5 years’ experience in a similar role managing YouTube channel(s) and/ or other social channels
• Proven success launching and maintaining a high-performance YouTube channel (URLs to be provided) – whether private or for an organisation
• Digital audience development experience, with a minimum of 4-years building audience for online content through social media and digital marketing
• Experience in marketing and/or knowledge of social paid media
• Familiarity with production environment and interacting with production teams

Technical Competencies

• Strong understanding of what and why content works on YouTube
• Deep knowledge of the feature set, audience, and content strategies for YouTube, and associated digital platforms
• Stakeholder management at all levels within organisations, including oral and written presentations proposals and reports
• Ability to shoot and edit video content a plus
• Full understanding of video specifications, resolution, quality and finishings a must
• Creative and agile approach in executing tasks
• Excellent written and verbal communication skills
• Proficiency with spreadsheets, the YouTube analytics tools, and the ability to turn these into data-driven decisions
• Analytical approach to campaign or project results
• Project and production management skills
• Ability to spot trends and exploit opportunities
• Insights into and knowledge of editorial and viral video successes 
• In-depth understanding of digital platforms, keywords and tagging necessary to publish discoverable content

Behavioral Competencies

• Passionate self-starter
• Resilience within a robust and dynamic environment
• Problem Solving
• Results orientated
• Attention to detail
• Time management
• Strong multi-tasking skills and ability to manage and assist on  concurrent projects 
• Strong analytical thinking and capabilities
• Ability to work under pressure with pace and accuracy  
• Openness towards learning in the online video space and continuous scanning of industry trends
• Accountability
• Teamwork
• Delegation
• Interpersonal Support
• Perseverance
• Motivating
• Prioritisation