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REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr It’s All About You(Tube) Ciarán Norri...
Agenda <ul><li>Why YouTube? </li></ul><ul><li>Is It Right For You(Tube) </li></ul><ul><li>Optimising for YouTube </li></ul...
Why YouTube? <ul><li>10 hours of video uploaded every minute </li></ul><ul><li>3 rd  largest ‘country’ in the world </li><...
Is It Right For You(Tube)? <ul><li>Forrester </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S t...
Is It Right For You(Tube)? <ul><li>Altogether Digital </li></ul><ul><li>Audience:  Assess target audience, attitudes &  ac...
Optimising YouTube <ul><li>More views </li></ul><ul><li>= </li></ul><ul><li>More ratings </li></ul><ul><li>= </li></ul><ul...
Optimising YouTube: Titles <ul><li>Exclusive secret leaked footage you won’t believe! </li></ul>
Optimising YouTube: Titles <ul><li>Exclusive secret leaked footage you won’t believe! </li></ul>
Optimising YouTube: Description <ul><li>What they can’t see won’t hurt them, but it might help you </li></ul>
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Optimising YouTube: Thumbnail <ul><li>Put it in the middle </li></ul>
Optimising YouTube: Tags <ul><li>Keywords, keywords, keywords </li></ul><ul><li>or rather </li></ul><ul><li>Keywords keywo...
Optimising YouTube: Comments/Ratings <ul><li>Don’t stop the conversation </li></ul><ul><li>Even though you may not like it...
Who’s getting it right?
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Optimising YouTube: Comments/Ratings <ul><li>Unfortunately, spam works </li></ul><ul><li>Fortunately, it’s illegal </li></...
Optimising YouTube: Comments/Ratings <ul><li>Multiple accounts </li></ul><ul><li>Different locations </li></ul><ul><li>Tim...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Optimising YouTube: Promote Promoters <ul><li>Find the biggest referrers and promote them </li></ul><ul><li>Every view cou...
Optimising YouTube: Promote Promoters <ul><li>Find the biggest referrers and promote them </li></ul><ul><li>Every view cou...
Who’s getting it right?
Who’s getting it right? <ul><li>Old-school brand launching a new product to a cooler audience </li></ul><ul><li>Build bran...
Who’s getting it right? <ul><li>Circa 10 million views in 7 months </li></ul><ul><ul><li>Half on our YouTube account </li>...
Who’s getting it right? <ul><li>Circa 10 million views in 7 months </li></ul><ul><ul><li>Half on our YouTube account </li>...
Who’s getting it wrong?
Who’s getting it wrong?
Conclusions <ul><li>Decide if YouTube is right for you </li></ul><ul><li>Do SEO </li></ul><ul><li>Allow the conversation <...
Questions ? <ul><li>Give me a shout.. </li></ul><ul><li>Ciarán Norris </li></ul><ul><li>[email_address] </li></ul>- bast -...
Give me a shout [email_address]
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It's All About You(Tube): SMX London 2008

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Getting videos into blended search results can drive huge benefits. With most videos in Google's results coming from YouTube this presentation looks at how you can make videos successful on that site.

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  • Transcript of "It's All About You(Tube): SMX London 2008"

    1. 1. 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
    2. 2. Agenda <ul><li>Why YouTube? </li></ul><ul><li>Is It Right For You(Tube) </li></ul><ul><li>Optimising for YouTube </li></ul><ul><li>Conclusions </li></ul>
    3. 3. Why YouTube? <ul><li>10 hours of video uploaded every minute </li></ul><ul><li>3 rd largest ‘country’ in the world </li></ul><ul><li>7 th most popular site in the UK* </li></ul><ul><li>3 rd most popular site in the world** </li></ul><ul><li>* Hitwise, Oct 08 **Alexa, Oct 08 </li></ul>
    4. 4. Is It Right For You(Tube)? <ul><li>Forrester </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>T echnologies </li></ul>
    5. 5. Is It Right For You(Tube)? <ul><li>Altogether Digital </li></ul><ul><li>Audience: Assess target audience, attitudes & activities </li></ul><ul><li>Objectives: Decide what it is you’re trying to achieve </li></ul><ul><li>Channels: Select which channels to use </li></ul><ul><li>Creative: Define the creative message </li></ul><ul><li>Delivery: Design, build & roll-out the solution </li></ul>
    6. 6. Optimising YouTube <ul><li>More views </li></ul><ul><li>= </li></ul><ul><li>More ratings </li></ul><ul><li>= </li></ul><ul><li>More comments </li></ul><ul><li>= </li></ul><ul><li>More views </li></ul><ul><li>How? Get it on a category page </li></ul>
    7. 7. Optimising YouTube: Titles <ul><li>Exclusive secret leaked footage you won’t believe! </li></ul>
    8. 8. Optimising YouTube: Titles <ul><li>Exclusive secret leaked footage you won’t believe! </li></ul>
    9. 9. Optimising YouTube: Description <ul><li>What they can’t see won’t hurt them, but it might help you </li></ul>
    10. 10. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    11. 11. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    12. 12. Optimising YouTube: Thumbnail <ul><li>Put it in the middle </li></ul>
    13. 13. Optimising YouTube: Tags <ul><li>Keywords, keywords, keywords </li></ul><ul><li>or rather </li></ul><ul><li>Keywords keywords keywords </li></ul>
    14. 14. Optimising YouTube: Comments/Ratings <ul><li>Don’t stop the conversation </li></ul><ul><li>Even though you may not like it </li></ul>
    15. 15. Who’s getting it right?
    16. 16. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    17. 17. Optimising YouTube: Comments/Ratings <ul><li>Unfortunately, spam works </li></ul><ul><li>Fortunately, it’s illegal </li></ul><ul><li>But if it weren’t… </li></ul>
    18. 18. Optimising YouTube: Comments/Ratings <ul><li>Multiple accounts </li></ul><ul><li>Different locations </li></ul><ul><li>Time is of the essence </li></ul>
    19. 19. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    20. 20. Optimising YouTube: Promote Promoters <ul><li>Find the biggest referrers and promote them </li></ul><ul><li>Every view counts </li></ul>
    21. 21. Optimising YouTube: Promote Promoters <ul><li>Find the biggest referrers and promote them </li></ul><ul><li>Every view counts </li></ul>
    22. 22. Who’s getting it right?
    23. 23. Who’s getting it right? <ul><li>Old-school brand launching a new product to a cooler audience </li></ul><ul><li>Build brand atrributes through music tie-in </li></ul><ul><li>Amplify limited TV media budget </li></ul>
    24. 24. Who’s getting it right? <ul><li>Circa 10 million views in 7 months </li></ul><ul><ul><li>Half on our YouTube account </li></ul></ul><ul><li>5,399 ratings </li></ul><ul><li>4,071 comments </li></ul><ul><li>Most popular video ever in its category </li></ul>
    25. 25. Who’s getting it right? <ul><li>Circa 10 million views in 7 months </li></ul><ul><ul><li>Half on our YouTube account </li></ul></ul><ul><li>5,399 ratings </li></ul><ul><li>4,071 comments </li></ul><ul><li>Most popular video ever in its category </li></ul>Thanks for the view
    26. 26. Who’s getting it wrong?
    27. 27. Who’s getting it wrong?
    28. 28. Conclusions <ul><li>Decide if YouTube is right for you </li></ul><ul><li>Do SEO </li></ul><ul><li>Allow the conversation </li></ul><ul><li>Don’t spam – unless you want it </li></ul><ul><li>Have kick-arse creative </li></ul>
    29. 29. Questions ? <ul><li>Give me a shout.. </li></ul><ul><li>Ciarán Norris </li></ul><ul><li>[email_address] </li></ul>- bast - on flickr Questions
    30. 30. Give me a shout [email_address]
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