CCT356: Online Advertising and

MarketingClass 7:

Video SEO/ Intro to Social Media Marketing

AdministrationFirst assignments = to be marked by next class

Online ad design questions?

Reading week next week – final groups for project should be formed by Feb 28 class

A proposal is a really good idea – put up some notes and we’ll give suggestions

Reminder – final project involves a real client – we will ask for contact info in final presentation

Administration (2) Google Online Marketing Challenge Competition!

http://www.google.com/onlinechallenge/registration.html

Register a team and the business you’re supporting in your project

Professor’s email: michael.jones5@sheridanc.on.ca

Write a pre-campaign report – on submission, $250 in Google Adwords credit is yours to use for client

Optional, but a good way to help structure your project and provide value to your client

More info at above site

Private Hosting or Service?

Hosted on own site – complete control over look/feel, advertising, links to related content

Service (e.g., YouTube/Vimeo/etc.) – quick access to large network of viewers, more exposure, easy analytics integration – but can be prone to embedded ads, interstitial/preview ads, etc.

Google/YouTube HistoryYouTube – very recent history (2005) to

acquisition in late 2006

Why did Google buy YouTube for $1.65B?

Now: http://www.onehourpersecond.com/

Obvious point of integration for advertising content, but some unique challenges (examples?)

SEO and videoKeyword searching = great for text, less

obviously effective for images/video

What is searched in Google Images?

Video?

Meta information in YouTube

Titles

Descriptions

Tags

Channel integration

Ratings/Flagging

Comments

Views

Shares/Embeds

Age of video

Optimization for VSEODescriptive Titles

Long descriptions

Effective keywords (order matters)

Encourage sharing, embeds, ratings, comments (usually – where might you not want to do this?)

Make thumbnail descriptive and engaging

Annotations to link to other video properties

Building channel content

AnalyticsYouTube – simplified Google analytics on all

YouTube uploads

Shows views, locations, general demographics, pathways to video, etc.

More on analytics later…

Old Spice Guy

Old Spice GuyBuilt on success of Super Bowl spot

Summer 2010 – nearly 200 video responses

Built recognition of initial video

Built follower list on YouTube, Facebook, Twitter

Made old brand attractive to new generation – significant sales jump

Made Isaiah Mustafa a star in own right

Why successful?Leveraged and extended mass exposure

Brilliant writing and acting, with compelling film methods (single take filming)

Short, simple and consistent message

Potential for personalization during Twitter response days – good mix of celebrity and regular responses (celebrity tweets here: http://thenextweb.com/shareables/2010/07/14/10-best-shirtless-old-spice-guy-videos-celebrity-edition/)

The social media turn

Early historyLinks very old, but emergence of search engines vs.

browsing gave them power

Sharing services emerged out of last .com bust (late 90s/early 2000s) – a reorientation from straight publication/ecommerce to social media

Personal publishing not new, but blogging/microblogging (e.g., Twitter) platforms made it accessible for all

Social networking grew in popularity from niche audiences to broad acceptance and big business (e.g., Facebook’s pending IPO)

Four general formsBookmarking/Aggregating

Content Creation/Sharing

Social networking

Location-based social networking

Bookmarking & Aggregation

Creating links, collections and connections with ease

Embedded buttons (like/share/digg/reddit/RSS/etc.) increasingly default in most CMSs, allowing for easy sharing by readers

DeliciousPersonal bookmarking with a social focus

Bookmarks reside on server, can be public to show interests of individual/group

Was on the ropes after purpose/lack of integration with Yahoo! – still sticking around though

Marketing implications?

Reddit/DiggUser-submitted content with up/down voting by

user population

Quick scan of what’s trending/hot on Internet

Reddit gaining in popularity at present – partially due to nature of historical audience

Marketing implications?

StumbleUponA mix of aggregation and social sharing

“Stumble” button scrolls through categories of sites based on user preferences and like/dislike ratings of stumblers

Marketing implications?

Next weekJason Kemp – social media marketing manager

at TeamBuy (thanks to Mehria for contact!)

What’s not covered from Ch. 14/15 or by Jason will be approached at later classes (still a lot of ground to cover!)