It's All About You(Tube): SMX London 2008

REAL LIFE SOCIAL MEDIA

CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR

baraka27 on flickr

It’s All About You(Tube)

Ciarán Norris, SEO & Social Media Director

Agenda

• Why YouTube?• Is It Right For You(Tube)• Optimising for YouTube• Conclusions

Why YouTube?

• 10 hours of video uploaded every minute• 3rd largest ‘country’ in the world• 7th most popular site in the UK*• 3rd most popular site in the world**

*Hitwise, Oct 08 **Alexa, Oct 08

Is It Right For You(Tube)?

ForresterPeopleObjectivesStrategyTechnologies

Is It Right For You(Tube)?

Altogether DigitalAudience: Assess target audience, attitudes &

activities

Objectives: Decide what it is you’re trying to achieve

Channels: Select which channels to use

Creative: Define the creative message

Delivery: Design, build & roll-out the solution

Optimising YouTube

More views=More ratings=More comments=More views

How? Get it on a category page

Optimising YouTube: Titles

Exclusive secret leaked footage you won’t believe!

Optimising YouTube: Titles

Exclusive secret leaked footage you won’t believe!

Optimising YouTube: Description

What they can’t see won’t hurt them, but it might help you

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Optimising YouTube: Thumbnail

Put it in the middle

Optimising YouTube: Tags

Keywords, keywords, keywordsor rather

Keywords keywords keywords

Optimising YouTube: Comments/Ratings

Don’t stop the conversation

Even though you may not like it

Who’s getting it right?

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Optimising YouTube: Comments/Ratings

Unfortunately, spam works

Fortunately, it’s illegal

But if it weren’t…

Optimising YouTube: Comments/Ratings

Multiple accounts

Different locations

Time is of the essence

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Optimising YouTube: Promote Promoters

Find the biggest referrers and promote them

Every view counts

Optimising YouTube: Promote Promoters

Find the biggest referrers and promote them

Every view counts

Who’s getting it right?

Who’s getting it right?

• Old-school brand launching a new product to a cooler audience

• Build brand atrributes through music tie-in

• Amplify limited TV media budget

Who’s getting it right?

• Circa 10 million views in 7 months

– Half on our YouTube account

• 5,399 ratings

• 4,071 comments

• Most popular video ever in its category

Who’s getting it right?

• Circa 10 million views in 7 months

– Half on our YouTube account

• 5,399 ratings

• 4,071 comments

• Most popular video ever in its category

Thanks for the view

Who’s getting it wrong?

Who’s getting it wrong?

Conclusions

• Decide if YouTube is right for you

• Do SEO

• Allow the conversation

• Don’t spam – unless you want it

• Have kick-arse creative

Questions?Give me a shout..

Ciarán Norrisciaran.norris@altogetherdigital.com

-bast- on flickr

Questions

Give me a shout

ciaran.norris@altogetherdigital.com