This document discusses adding YouTube to a business's marketing strategy. It provides an overview of YouTube's popularity and usage statistics. It then covers best practices for using YouTube including setting objectives, creating quality video content on topics like tutorials and interviews, optimizing videos for search, and promoting videos on social media. Both viral and non-viral video strategies are discussed as well as tools for video creation, uploading, and analytics.
2. Who We Are
Hall Web Services
www.hallme.com
• 10+ Years in Business
@Hall_Web
Amanda O'Brien Kyle Pouliot
Inbound Marketing Manager Inbound Marketing Specialist
amanda@hallme.com kyle@hallme.com
@amanda_pants @kyyuulle
Jonas Levasseur Fred Greenhalgh
Vice President Hall Web Services Internet Marketing Manager
Video Production Manager fred@hallme.com
jonas@hallme.com @finalrune
www.hallme.com
3. Who You Are
• Small Business Owners
• Start-ups
• Entrepreneurs
• Marketing Professionals
• Social Networking experts and/or novices
• Professional videographers/photographers
• I won an Oscar!
www.hallme.com
4. What you know
• Watch Videos
• Share Videos
• Time waster
• Social Media
www.hallme.com
5. What you may not know
Poll of 400 senior marketing and media executives, 67% identified online
video as a primary focus of their 2009 digital marketing campaigns
4th most visited site on the Internet (above MSN and Live.com)
13 hours of video uploading to YouTube every MINUTE*
100,000 YouTube Videos viewed per day*
Last month (July 2009) YouTube had its biggest month EVER
85.1 million U.S. visitors
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011
www.hallme.com
6. What we are going to talk about
• Social Media and WHY
• Research Buying and the marketing power shift
• You Tube basics – how to, tools, making a channel etc.
• Setting objectives and measurable goals
• Content and sharing that content
• Viral Videos
• Non-viral videos
• Measuring
• Case studies
“Don't focus on understanding how to use the
individual tools, focus on understanding WHY people
are using the tools.” - Mack Collier Viral garden
www.hallme.com
7. Time to Re-think Your Marketing Strategy!
Old/Outbound Marketing New/Inbound Marketing
• TV Radio Ads • Social Media
• Print Ads • SEO/SEM
• Direct Mail • Blogging
• Telemarketing • Online Videos
An Interruption An Interaction
www.hallme.com
8. Benefits of Social Networking
• Corporate Transparency
• Build Trust with Customers
• Generate Inbound Links
• Reputation Management
• Promote your blog and website
• Inexpensive
• Build relationships before purchasing point
• Be a part of the zillions of conversations that are already going on
• Extend your events, seminars, webcasts, conventions
• Public relations, customer service, thought leader, sales leads etc.
www.hallme.com
9. Research Buying
• People are looking BEFORE they buy
• Give them something to find
• Corporate transparency
• Customers preview products and SELLERS – About Us
• Each experience changes users perspectives and
expectations
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10. Research Buying and video
• Corporate Transparency
• Personalized Buying
• Lowering Risk
People do business with PEOPLE!
www.hallme.com
11. How Social Media Got Started
• Internet Commerce
• Product Reviews
• Validation
• Why stop there
– News
– Events
– Services
www.hallme.com
12. Shift in Power
• Buyer has more power than the seller
• We value the opinion of others when we buy
• Ability to converse with hundreds before a purchase
• Find what I want – Validate the Purchase – Buy it
• Used to put content out to networks. Now the
networks are the content producers
• Conversation vs. Presentation
www.hallme.com
13. "Technology is shifting the power away from the editors, the
publishers, the establishment, the media elite. Now it's the people who
are in control".
Rupert Murdoch
Chairman and CEO, News Corp.
#2 of Fortunes 25 most powerful people in business
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14. Users vs. Viewers
More Internet Users than TV household subscribers
114.2 million 156.7 million
Source: Nielsen Online http://www.clickz.com/3633357
http://blog.nielsen.com/nielsenwire/tag/total-us-television-viewers/
www.hallme.com
15. You Tube Basics
• Be professional (quality)
• Stay focused – short and sweet (you do have 10 minutes)
• Make is useful
• Inexpensive
• Simple distribution
• Appeals to visual learners
• Focus on the first 10 seconds (capture)
• Be yourself
Photo credit: http://www.flickr.com/photos/54939367@N00/2223058951/
www.hallme.com
16. Getting started
Setting objectives
• Where are you now?
• What do you want to achieve? And by when?
• How does this fit in with your business?
• Who is your audience and what do they want to hear?
• What measurement tools are you going to use?
• What is your strategy? And company policies?
• What works for you is different
• What are you going to measure?
• Check back and start over
“Hope is not a strategy” - Marta Kagan Social Media Evangelist | Online Marketing Pro
www.hallme.com
18. Measurable Goals
Engaging:
• Comments
• Favorites
• Reviews
• Embeds
• Link Backs
• Social Media Posting
• Landing pages
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19. YouTube Insights
• Free tool
• How often videos are viewed in different
geographic regions
• How popular they are relative to all
videos in that market over a given period
of time
• How long it takes for a video to become
popular
• What happens to video views as
popularity peaks
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20. Content Possibilities
• Improve customer service
• Reduce ad spend? HUGE example Evian Water
• Brand recognition
• Put a face to your brand
www.hallme.com
21. Content Ideas
• Presentations
• Training videos
• Help
• Marketing
• Events
• Interviews with experts (pssst... you are an expert too)
• Contests
• Video Blog
• Testimonials
• Shy? Screen recordings
www.hallme.com
23. Tools you need
• Ideas
• Creativity
• Video camera? Flip Cam? Web cam?
• External microphone jack
• Microphone?
• Editing software?
• Tripod? Great if one person
• Screen recording? Camtasia
www.hallme.com
24. Staying Organized
• Outline or Script
• Know your shots
• Keep it timely
Photo credit: http://www.flickr.com/photos/australian-war-memorial/3527157206/
www.hallme.com
25. Lighting
• 2 x 3 times normal light
• Household or halogen lamps
• Light both sides of your subject
• Don't shoot infront of a window
• Take it outside (watch your noise)
• Outside – stand in shade point light toward subject
Photo credit: http://www.flickr.com/photos/29629687@N08/3772083840/
www.hallme.com
26. Sound
• Microphone on camera
• External microphone
• Dub over
• Tape sounds before and after recording for bandaids
• More important than video?
• Watch echo – empty rooms, tile
• Talk to Fred
www.hallme.com
27. Editing Programs
• Free
– Mac – iMovie
– Windows – Movie Maker
• Pay (cheap) More footage = more editing
– Corel Video Studio = means more time!
– Nero Rule of thumb – one hour of editing
per one minute of produced content
• Pay (more)
– Adobe Premiere Video Editing
– Apple Final Cut Pro
www.hallme.com
28. Video Formats
• Windows format for the web
– .WMV
• Apple format for iTunes and the web
– .MOV
• Apple format for iTunes, iPods, iPhones
– .MV4
• Flash – use for web posting, 99% compatibility
• Upload to YouTube, Blip.tv, Vimeo and they format
www.hallme.com
29. Uploading a video
• Webcam
Video blog, announcement, contest, personal profile for About Us section
www.hallme.com
32. SEO for your videos
• Video title
– Informational – to be found
– Viral – to be clicked on
• Video description
– Add a link
• Keywords
• Tagging
– Not public
– What videos show up near your video
www.hallme.com
33. Owning Your Search Terms
With Video
• Find search term
• Know how your customers are searching
• Great for
– How to's
– Answer questions
– Product demos
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34. Annotations
• Add annotations
– Note
– Spotlight
– Speech bubble
• Great for tutorials
• Closed captions
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36. Creating a channel
• Sign up
• Username - branding
• Key word dense description
• Website
• Keywords
• Location
• Education, Interests etc. etc. etc
www.hallme.com
37. Have a channel? Upgrade now
• www.youtube.com/my_profile
• Upgrade my channel
• Setting, Themes and colors, modules
• Background image - 256k
www.hallme.com
38. Playlists
• Quick list of videos you want to save
• Play back to back
• Setup to play on profile
• Public or private
• Separate by content and categories
• Great for company video resource library
www.hallme.com
40. Rating and commenting
• Must be registered user
• Links back to your channel
• Lets people know what users like
• Active member of community
• Delete
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42. Going Viral
• What does going viral mean to you?
• Content, content, content
• Fresh, daring, exciting, funny
• Get it out to industry influencers
• Make it share-able
• Track progress – respond quickly
www.hallme.com
43. World Wide Rave
• No one cares about your products but you
• No coercion required
• Lose control
• Put down roots
• Create triggers that urge people to share
• Point the world to your virtual doorstep
“You can create a World Wide Rave too – Just create something valuable, that
people want to share and make it easy for them to do so.” - David Meerman Scott
www.hallme.com
44. Benefits of Non-Viral
• A picture is worth a thousand words
• Give your company a voice
• The views keep coming
• Good for company culture
www.hallme.com
45. Texas Instruments
Thank an Engineer
Develops analog, digital signal processing, RF and DLP® semiconductor technologies that help
customers deliver consumer and industrial electronics products
Objective: “Our objectives were to show design engineers that TI “gets” them and that we
appreciate their role in bringing today’s innovations to all of us. We also hoped to build brand
loyalty.” - Amber Pizano TI
• March Campaign Results
– 151,000 Video Views
– 25,000 Further action/landing page
– Average time on site 4:21
www.hallme.com
46. Promotion
• Social Media sites – spread the word
– Use a URL shortener to measure
• Encourage ratings
• Ask friends and coworkers
• Website
• Blog
• Respond to comments
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47. Paid promotion
• Search listings
• Right side ads
• In video ads
• Home page listing
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48. Blip.tv
• Stats a little detailed
• Supports almost all video formats
• No size limitation
• Videos backed up
• Custom thumbnails
• Download options
• Don't have to login or be user to leave comments
• Video descriptions in rich text
• Maintains video quality (you tube compress 320x240)
www.hallme.com
49. Vimeo
• High quality video - HD
• Community versus users – like Flickr
• Non-commercial use only
• More family oriented
• Easier to upload and use
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50. Tube Mogul
• Free
• Deploys to popular video sites
• Metrics
• Track competitor videos
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51. Don't
• Sell, Sell, Sell
• Forget your audience
• Try to be somebody else
• Get lost in the tools
• Take too long (short and sweet)
• Forget to have a plan
• Take yourself too seriously
• Think of YouTube as a magic bullet
www.hallme.com
52. Recap
• People are researching before they buy
• The internet is social and more engaging
• Have a plan
• Measurable Goals
• Decide what's important
• Analyze the outcome
• Pick the right tools for you
• Lighting, Sound, Editing
• Make it about you
www.hallme.com
53. Get Started!
World Wide Rave: http://www.worldwiderave.com/
YouTube Help: http://www.google.com/support/youtube/
YouTube blog: http://youtube-global.blogspot.com/
• SEO Vision Blog - http://www.hallme.com/blog
• Webinars – http://www.hallme.com/webinars
• Call us! 1-877-425-5932 (HALL-WEB)
• amanda@hallme.com
www.hallme.com
54. Q&A
Hall Web Services
www.hallme.com
• 10+ Years in Business
@Hall_Web
Amanda O'Brien Kyle Pouliot
Inbound Marketing Manager Inbound Marketing Specialist
amanda@hallme.com kyle@hallme.com
@amanda_pants @kyyuulle
Jonas Levasseur Fred Greenhalgh
Vice President Hall Web Services Internet Marketing Manager
Video Production Manager fred@hallme.com
jonas@hallme.com @finalrune
www.hallme.com