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?

Is It Right For You(Tube)

Optimising for YouTube

Conclusions

Why YouTube? 10 hours of video uploaded every minute 3 rd largest ‘country’ in the world 7 th most popular site in the UK* 3 rd most popular site in the world** * Hitwise, Oct 08 **Alexa, Oct 08

10 hours of video uploaded every minute

3 rd largest ‘country’ in the world

7 th most popular site in the UK*

3 rd most popular site in the world**

* Hitwise, Oct 08 **Alexa, Oct 08

Is It Right For You(Tube)? Forrester P eople O bjectives S trategy T echnologies

Forrester

P eople

O bjectives

S trategy

T echnologies

Is It Right For You(Tube)? Altogether Digital Audience: 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

Altogether Digital

Audience: 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

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!

Exclusive secret leaked footage you won’t believe!

Optimising YouTube: Titles Exclusive secret leaked footage you won’t believe!

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

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)

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)

Refresh an offline brand (publishing)

Increase interaction

Drive more ad revenue (CPM)

Optimising YouTube: Thumbnail Put it in the middle

Put it in the middle

Optimising YouTube: Tags Keywords, keywords, keywords or rather Keywords keywords keywords

Keywords, keywords, keywords

or rather

Keywords keywords keywords

Optimising YouTube: Comments/Ratings Don’t stop the conversation Even though you may not like it

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)

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…

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

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)

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

Find the biggest referrers and promote them

Every view counts

Optimising YouTube: Promote Promoters Find the biggest referrers and promote them Every view counts

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

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

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

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 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

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 Norris [email_address] - bast - on flickr Questions

Give me a shout..

Ciarán Norris

[email_address]

Give me a shout [email_address]