YouTube Beyond Bloopers & Kittens!

Presented By: Luke Andrews – Leapwise Media

WHEN YOU THINK ABOUT

IS THIS WHATYOU THINK OF?

BEYOND BLOOPERS

& KITTENS!

AGENDAWhat Is YouTubeYouTube Basics

Why Should I Care?Getting Started

ContentYour Plan

SO WHAT IS?

YouTube is a video sharing website A powerful marketing tool

It is changing how people consume media

THE BEGINNINGThree former PayPal Employees

started YouTube in February 2005.

On April 2005 they posted their first video a 19 second clip called “Me at the Zoo”.

In December 2005YouTube officially launches.

EXPLOSIVE GROWTHOn December 17th Saturday Night Live’s

"Lazy Sunday” is posted…

It receives over 2 Million views in one week!

THE TIPPING POINTBy June of 2006 over 65,000 videos

were uploaded everyday

Over 100 million werebeing viewed everyday

October 2006 YouTube was acquired by Google for $1.65 Billion dollars

TODAY(As of 5-31-11)

#3 Viewed website in the world(#1 Google & #2 Facebook)

#2 Search Engine48hrs of video are uploaded every minute81% of internet users watch online videos

Over 3 Billion views a day(That's the equivalent of nearly half the world's population watching a YouTube

video each day, or every U.S. resident watching at least nine videos a day.)

200 Million views are on mobile devices*http://youtube-global.blogspot.com//2011/05/thanks-youtube-community-for-two-big.html

THE BASICSA QUICK YouTube ROADMAP

INTERNAL VS. EXTERNALVideo Is Viewed Directly

On YouTube’s SiteVideo Is EmbeddedOn An External Site

HOMEPAGESearch / BrowseAccount LoginRecommended VideosSpotlight, Trending, or Featured VideosPopular By Channel

VIDEOPAGESVideo PlayerVideo DescriptionTop CommentsVideo ResponsesSuggested Videos

Video PlayerLike ButtonView Counter / StatsSharing ToolsFull Video DescriptionCategory & Tags

VIDEODETAILS

CHANNELPAGESVideo PlayerSubscribe ButtonYour VideosCustom BackgroundsProfileChannel Comments

BEHIND THE SCENESAccount Controls Channel Settings

VIDEOUPLOADUploader (15min. Max)

Progress BarSEO ToolsTitle, Description, Tags, Category, Privacy Settings

YouTubeINSIGHTStatisticsTrackingDemographicsReporting

TOP VIDEOS | 2010

WHY SHOULD I CARE?Video is a Powerful Medium

It’s Cost EffectiveOnline Distribution Has Leveled The Playing Field

The Audience Is Already There, Are You?SEO (Search Engine Optimization)

(Sites with properly optimized video are 53x more likelyto generate a first page ranking on Google)

Setup Your AccountCustomize Your Channel

Develop Your ContentUpload Your Videos

Tag, Link, Embed & Cross PromoteInteract Through Comments / Responses

Track Statistics With YouTube Insight

GET STARTED

BEYOND KITTENSBUSINESSES ON YouTube

CONTENT EXAMPLESBuild Your Brand

Rather than selling individual products, focus on building trust.

Product PromotionHighlight a specific product or service.

Getting to Know YouGo behind the scenes of your retail store, offices, or factory.

DemoShow your product in action, or give specifics on how to use your product.

InstructionalShow your viewers how to do something. Build Your Expert Status.

BUILD YOUR BRANDDOMINO’S

801,541 views

DOMINO’SRe-Building Their Brand

They Were Brutally HonestInvolved Us In Their Story

The Documentary Style Fit The StoryLonger Format Than A Commercial

PRODUCT PROMOTIONOLD SPICE

32,236,116 views

PRODUCT PROMOTIONOLD SPICE – LIVE RESPONSE

329,536 views

OLD SPICEStarted as a Traditional CommercialExtremely Creative & Well Crafted

Reinforces BrandEmbraced Unique Aspect of Online Video

With 24hr Marathon of Live Responses

GETTING TO KNOW YOUBENSONS FOR BEDS

1,018,437 views

BENSONS FOR BEDSSimple ConceptBudget Friendly

Got Employees InvolvedShowed A Clean

Warehouse & Fun CultureSet A World Record!

DEMONSTRATIONBLEND-TEC

9,811,195 views

BLEND-TECSimple & Fun Concept

Shows Clear Advantages of ProductConsistent & New Content

Interactive By Taking Viewers Requests

INSTRUCTIONALLOWE’S – INSTALLING A FAUCET

90,826 views

LOWE’SEasy To ProduceBudget Friendly

Freely Shares KnowledgeBuilds Trust

WHAT CAN WE LEARN FROM THEM?

Be UniqueBe Yourself

Focus on Building TrustCreativity is RewardedEngage Your Audience

Cross Promote With Social, Web,& Traditional Marketing

Tag Your Videos with Keywords

“GOING VIRAL”Going Viral is a phenomenon where a video

is being shared and forwarded at an extremely fast exponential rate.

A social landslide started by one small rock.

“GOING VIRAL”You Can Design For Viral Growth

(The basics are similar to what we’ve covered but with these focuses)

Really Know Your Audience

Be Funny or Quirky, Take Risks

It Should Not Look Like an Ad

Keep It Short

Design For Responses / Remixing

BUT…

“GOING VIRAL”IS NOT RIGHT FOR EVERYONE

And is not always a good thing, embarrassing videos can go viral as well.

Remember True Viral Videos are rare…and Designed Viral Videos are even

more rare

YOUR TURNBRAINSTORMING

LET’S ANSWER THESE KEY QUESTIONS:

Who Is My Audience?What Is My Unique Story?

How Can I Best Tell My Story, Right Now?

CONTENT EXAMPLESBuild Your Brand

Rather than selling individual products, focus on building trust.

Product PromotionHighlight a specific product or service.

Getting to Know YouGo behind the scenes of your retail store, offices, or factory.

DemoShow your product in action, or give specifics on how to use your product.

InstructionalShow your viewers how to do something. Build Your Expert Status.

QUESTIONS?

Setup Your AccountCustomize Your Channel

Develop Your ContentUpload Your Videos

Tag, Link, Embed & Cross PromoteInteract Through Comments / Responses

Track Statistics With YouTube Insight

GET STARTED

ADDITIONAL RESOURCES

Basic Getting Startedhttp://www.youtube.com/t/about_getting_started

In Depth Guidehttp://www.youtube.com/t/about_essentials

YouTube Helphttp://www.youtube.com/t/about_youtube

www.leapwisemedia.com – Twitter: @lukeeandrews

Branding – Design – Video - Web