Exploring the New World (Mundus Novus) of YouTube

Greg JarboeSEO-PR

Be-Wizard! 2014

YouTube alters map of content, search engine and social media marketing

Source: The Waldseemüller map, Universalis Cosmographia, 1507

Most marketers using Lasswell’s model of communication from World War II

• In his 1948 article, The Structure and Function of Communication in Society, Professor Harold Lasswell wrote that “a convenient way to describe an act of communication is to answer the following questions:– Who– Says What– In Which Channel– To Whom– With What Effect?”

Source: Harold Lasswell, Director of War Communication Research, US Library of Congress, 1939-45

Most agencies aren’t measuring the outcome or effect of communication

• In the late 1980s, my father was the director of marketing at Oldsmobile.

• He launched the classic ad campaign, “This is not your father’s Oldsmobile.”

• But sales fell from 900,000 in 1987 before the campaign to under 450,000 in 1991.

• So, he asked his ad agency, Leo Burnett, how they were measuring the ad campaign.

• “GRPs”, they replied.• Dad asked, “How many GRPs do we

need to sell a car?”

Source: Greg Jarboe, YouTube and Video Marketing: An Hour a Day, First Edition, August 2009

The hypodermic needle model doesn’t explain newsstands or the internet

• In the 1990s, I was the director of corporate communications at Ziff-Davis.

• In 1991, I helped launch PC Magazine and PC Direct in the UK; PC Professionell and PC Direkt in Germany; as well as PC Expert and PC Direct in France.

• We broke the records for single-copy sales of the premiere issue of a magazine in all 3 countries.

• In 1996, Ziff-Davis and Yahoo! created a joint venture and I helped launch Yahoo! Europe.

• Yahoo! was leading Internet guide in the UK, Germany and France during the 1990s.

Source: Greg Jarboe, Director of Corporate Communications, Ziff-Davis, 1991-1999

I discovered YouTube search reversed Lasswell’s model of communications

• In my book, YouTube and Video Marketing: An Hour a Day, I wrote, “Maybe we need to reverse Lasswell’s old model and ask:– Who– Seeks What– In Which Channel– From Whom– With What Effect?

• These may appear to be minor edits, but they represent a major paradigm shift.”

Source: Greg Jarboe, YouTube and Video Marketing: An Hour a Day, First Edition, August 2009

Yell wanted consumers to call 118 24 7 to get business information in the UK

Source: 118 24 7 Directory Heaven, May 14, 2009

We discovered there was much more web search interest in Magical Trevor

Source: Google Trends, Web Search Interest, United Kingdom, 2009

Yell launched its integrated marketing campaign from March 19 to 22, 2009

• “Magical Trevor” created by Jonti Pickering.

• Commercial produced through Tomboy Films.

• TV campaign developed by Rapier.• Supported by radio ads.• Built campaign page, Facebook

page, and YouTube channel.• Yell’s PR department handled

traditional media relations.• SEO-PR handled optimized press

release, blogger outreach, and social media marketing.

Source: PRWeb UK, March 22, 2009

Optimized press release was #1 for Magical Trevor in Google News UK

Source: Google News UK, March 23, 2009

Call volumes to Yell’s 118 24 7 business directory up an unprecedented 70%

• We got 1 mainstream news story and 29 blog posts in the first month.

• We got 254 tweets about Magical Trevor and 118 24 7 in the first month.

• 30-second YouTube video got 260,000 views.

• 82% loved video on campaign page and were asked to email it to their friends.

• Yell extended the ad campaign after recording a 70% increase in call volumes to its UK call centres.

Source: Camille Alarcon, Marketing Week, April 15, 2009

I discovered YouTube uses the two-step flow model of communication

Source: Greg Jarboe, YouTube and Video Marketing: An Hour a Day, Second Edition, November 2011

Piper Aircraft wanted young pilots to buy its new PiperSport for $140,000

• On January 13, 2010, Piper Aircraft inked a licensing deal with Czech Sport Aircraft to bring the “PiperSport” to market in the US.

• The light sport aircraft cost $140,000 and was targeted at young pilots and flight schools.

• The company wanted to unveil the PiperSport 8 days later at the Sebring U.S. Sport Aviation Expo on January 21, 2010.

Source: Greg Jarboe, YouTube and Video Marketing: An Hour a Day, Second Edition, November 2011

No web search interest in PiperSport until after its launch in social media

Source: Google Trends, Web Search Interest, United States, January 2009 to January 2011

YouTube channel, Facebook page, and Twitter feed were created in a week

• Piper Marketing Director Jackie Carlon commissioned Michael Kolowich of DigiNovations Video Production Services to create:– PiperSport Light Sport Aircraft

channel on YouTube– PiperSport Light Sport Aircraft

page on Facebook – PiperSport feed on Twitter

• Kolowich, in turn, engaged Janice Brown of Janice Brown & Associates to create the initial original content for the Facebook and Twitter channels.

Source: http://youtu.be/sCKNpUxvPkY

In the first 90 days, customers ordered 15 PiperSports at $140,000 each

• Videos on PiperSport’s YouTube Channel got 43,547 views.

• PiperSport got 8,204 fans (“likes”) on Facebook.

• PiperSport got 101 Twitter followers.

• Google search for “PiperSport” found the company’s website, Facebook page, Twitter feed, YouTube videos, and photos in 7 of the top 10 search results.

• Flying Magazine put the PiperSport on its May 2010 cover.

Source: Greg Jarboe, YouTube and Video Marketing: An Hour a Day, Second Edition, November 2011

Piper Aircraft got short-term return on marketing investment (ROMI) of 24.2

• Company spend under $50,000 on social media marketing– This includes strategy development, content development, video

production, content implementation, social media channel management, media placement, and promotion

• Company got over $2.1 million in airplane orders in 90 days– Customers ordered 15 new PiperSports at an average order size of

nearly $140,000 each– Buyers made $10,000 deposits through PayPal

• Piper Aircraft’s return on marketing investment was 24.2– ROMI = [Incremental Revenue Attributable to Marketing ($2.1 million)

* Contribution Margin (Scientific Wild-Ass Guess: 60%) - Marketing Spending ($50,000)] / Marketing Spending ($50,000)

– Nielsen Analytic Consulting has found average short-term ROMI is 1.1

Source: Greg Jarboe, YouTube and Video Marketing: An Hour a Day, Second Edition, November 2011

We need to find influencers who are up to 3.6x more likely to purchase

• 76% of Gen C visit YouTube weekly, and 36% visit daily.

• 56% of Gen C have taken action after watching ads for a product or service on YouTube.

• Gen C are up to 3.6x more likely to purchase products and services.

• Gen C are 1.8x more likely to be influencers, agreeing that “people often come to me for advice before making a purchase.”

Source: “The Power of Gen C: Connecting with Your Best Customers”, Think Insights, January 2014

We also need a map of our influencers, their audiences and how content flows

Source: Traackr launches Influencer Network Analysis Map, July 29, 2013

Eric Enge predicts we’ll see changes to search results related to Author Rank

Source: Eric Enge, “6 SEO Predictions for 2014”, Search Engine Watch, Jan. 26, 2014

• We will see one or more new changes to the search results related to Author Rank.

• What we won’t see however is some huge shift in the search results based on Author Rank.

• The use of this signal will likely come out as part of some specific features or scenarios.

• An example scenario might be an Author Rank specific ranking change in personalized results that shows up as some type of new presentation of authors you follow.

What YouTube marketing experts can learn in 2014 from Amerigo Vespucci

• 1492-1506: Christopher Columbus makes four voyages across the Atlantic for Spain and dies believing he has reached the vicinity of Japan, China, and the Earthly Paradise.

• 1499-1502: Amerigo Vespucci makes at least two voyages to the New World and sends letters to Florence describing a coastline that extends thousands of miles into the southern hemisphere.

• 1505: Matthias Ringmann publishes Vespucci’s Mundus Novus letter in Strassburg under the title Concerning the Southern Shore.

• 1507: Ringmann and Martin Waldseemüller, in possession of a second letter by Vespucci and New World marine charts, coin the name America in Vespucci’s honor and print a giant wall map, a tiny globe, and the Introduction to Cosmography.

• 1507-1514: Nicholas Copernicus describes America as depicted on the Waldseemüller map and uses it as geographical evidence to support his theory that the earth revolves around the sun.

Source: Toby Lester, The Fourth Part of the World, 2009

We may also discover that influencers don’t revolve around us, but vice versa

Source: Heliocentric model from Nicolaus Copernicus’ De revolutionibus orbium coelestium, 1543