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FOCUS
Social Media for Sales
Background
• World’s biggest video sharing community
• 2nd biggest search engine in the world (after Google)
• 400 tweets per minute contain YouTube links
• YouTube mobile now gets 100 million visits a dayYouTube has made online
video accessible to all
Facts
• 72 hours of video are uploaded every minute, or more than one hour of video is uploaded to YouTube every second.
• 3 billion hours of video are watched each month. Up from 2 billion. These are numbers your brain cannot comprehend.
• http://www.reelseo.com/youtube-statistics-growth-2012/#ixzz1yF4tlycz
• 39 countries, and 54 languages. Squeezing video in every region of the world possible.
• A view count of 1 trillion in 2011, or 140 views for every person on Earth. If you couldn't comprehend billions, you have no chance of comprehending trillions.
How YouTube is Used To Market Brand awareness Product advertising Retail promotion Direct sales Product support Internal training Employee Communications Recruiting
Business and Video
Video = lingua franca of business communication
Mainstream business news
WSJ NYT
Why use video?
It’s the most powerful on-demand communication platform ever created (OPA study)
It can be viral It’s high impact Get ready: it will also scale well in a
mobile phone world
Programming and producing
Types of video
Marketing Videos
Introduce yourself and your product/ service Blendtec/Mentos/Diet Coke
Product overviews and tours Attract and entertain customers Profiles of your finished projects or
service Success stories from your customers
Do It Yourself: Scalable
Simple tools Flip camcorder, YouTube (Pure Digital) Audio only, archiveable (iTunes,
Freeconferencecall) Webcasts with video, archivable
(DimDim (free) Live group video webcast (OpenACircle
(free) Video Collaboration Tools (Shwup,
Market7) Slideshows - video (Animoto)
The Flip
£100-170 Fits in your
pocket 30-60 minutes Upload easily Simplest camera
ever Largest selling
camcorder on Amazon.com
Audio
iTunes £20 mike Stick it in your
computer Self conscious?
Get a friend to be your host, interviewer, co-conspirator
“Slideshow” Tools
Animoto The Ultimate-Eye-
Candy-Maker Web video or DVD
quality Consumer $3 a video Business $99
unlimited 3 months, $295 unlimited annual
Stock footage never looked this good
Planning Your YouTube Video
Why video? Who is your target market – niche? What is your message?
What problem do you solve? How do you solve it? What makes you different?
Story Boarding
Equipment Required
Camera choice
Equipment Required
Essentials
Lighting Set Up
Screen Recording
Capture your mouse movements Great for software training and demos
Editing Software
Microsoft Movie Maker Free software with camera Adobe Premiere Elements Apple iMovie Apple Final Cut Express Sony Vegas Movie Studio HD Youtube editing Pro options
The Edit
Start with a Title Use a legal background music
www.cuttothebeat.com Keep transitions simple Use other on screen graphics, e.g. Step
1… Finish with web address and contact
details Keep it short
Recommended Settings
File format: MPEG-4, MPEG-2, or H.264 Resolution: 720p or 1080p Aspect ratio: 16:9 Frame rate: 30 frames per second Length: 1 to 3 minutes (max 15) File size: Max 2GB Audio format: MP3
CASE STUDY – Tiger Woods PGA Game
A great example is the Tiger Woods’ PGA game—when the customer found a glitch in the game where Tiger walks on water, he posted the video on YouTube describing the glitch. And this is how Tiger responded:
Publishing and Optimisation
Upload your video
Upload your video
Youtube tools to optimise your video Metadata Thumbnails Annotations Playlists and Video Responses Channel page
Metadata
Optimise your thumbnails
Annotations
Annotation
Playlists
Optimising your Channel Page
Optimise your Channel Page
Arab Idol
Samsung Imaging
Channel Intel
Fedex Channel
Fedex crisis management
Community and Social Media
Promoting Your YouTube Videos Embed videos in your website Add links to your YouTube channel Get other people to link to you Email your customers Promote on Facebook and Twitter Promote with YouTube pay per click
advertising Promote on other video platforms
Embedding a YouTube Video
Use the word ‘video’ in the page title and headline
Use ‘keyword rich’ descriptive text next to the video (Google can’t read moving pictures)
Repeat the ‘call to action’ beneath the video
Promote on YouTube alternatives
Blip.tv the site has a focus on episodic content and the
unique feature of blip.tv is that it can distribute your episodes to other video distribution sites (like YouTube, Vimeo, etc.)
Assuming your content qualifies, your episodes can be viewed via cable service providers (on TV) who’ve partnered with blip.tv
Promote on YouTube alternativesVimeo Established in 2004 (one year before YouTube)
and it’s a solid alternative to YouTube geared toward skilled content producers
Vimeo doesn’t allow commercial, gaming or pornography videos; or anything NOT created by the user to be hosted on the site
Promote on YouTube alternatives
Viddler Has the unique feature of allowing you to make
a comment at any point in the video Videos uploaded under the free service have
advertising automatically overlaid, which is kind of lame.
The service does come with powerful paid options (detailed analytics, priority encoding, HD encoding, iTunes support, branding and control over advertising, including a revenue-sharing option)
Promote on YouTube alternatives
TubeMogul Can distribute your videos far and wide (to other
video distribution hubs like YouTube, Viddler, Vimeo, etc.) and provides powerful statistical analysis and even geographic tracking
Most advanced features are pay-to-play, of course
Publish your videos on Facebook
Once you have your YouTube account connected to your Facebook account, you can come in and hit the “Like” button on your video
It will be published on your Facebook Profile wall with the little video player
To get videos onto your Facebook business page you need to copy the URL of your video and paste it onto your wall, or you can try out some of the Facebook apps http://www.facebook.com/apps/application.php?id=158
587972131 http://www.facebook.com/Involver
Integrate YouTube with your blog
WordPress has two plugins that are seldom used yet provide a powerful integration between your blog and YouTube
Genki YouTube Comments plugin
Allows you to feed comments appearing on your YouTube video back to your blog
Smart YouTube Allows you to easily insert
YouTube videos/playlists in your post, comments and in RSS feed
Measuring your Youtube Success
Youtube Analytics
YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming.
What you learn by using YouTube Analytics can help inform programming and production decisions for your channel.
It helps every creator be smarter and more strategic with the videos they create.
YouTube Insight
YouTube Insight is a self-service analytics and reporting tool that enables anyone with a YouTube account to view detailed statistics about the audience for the videos that they upload to the site
YouTube Insight allows you to view data for a specific video or aggregate data from all videos for a channel
Tips, tools and takeaways
1. Be active, regularly
- Comment- Vote- Favourite- Subscribe- Make playlists - Publish
content
2. The first 15 seconds is key
- Capture attention- Subtle brand
presence- Maintain
engagement
Tips, tools and takeaways
3. Interact with other users
- Other YouTube users will promote your content better than anyone else will – show them love and they’ll show you love back.
4. Use YouTube’s resources
- http://www.youtube.com/creators/
- http://www.youtube.com/create
- http://www.youtube.com/testtube
Tips, tools and takeaways
5. Promote your content
- Use paid, earned and owned media channels to publicise your content
6. What’s your call to action?
- What do you want people to do after they’ve interacted with your content?
Tips, tools and takeaways
7. Tag and label everything
- The way you describe your content is almost as important as the content itself – make it searchable!
8. Use annotations wisely
- Add background information about the video
- Create stories with multiple possibilities (viewers click to choose the next scene)
- Link to related YouTube videos, channels, or search results from within a video
Tips, tools and takeaways
9. Collaborate
- Invite other users to help you solve problems or address challenges – this brings audience and passion together.
10. Attention to detail
(Simple things like thumbnail selection play a vital role)
Bonus resources
http://www.youtube.com/creators/playbook.html
http://viralvideochart.unrulymedia.com/
http://www.paratuscommunications.com/index.php/2011/06/15-nifty-youtube-resources-tips-and-tricks/
15 nifty YouTube tips and tools
The Future’s So Bright
Have fun Play with it Enjoy
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