17 Killer YouTube Tactics That Build Your Responsive Online Audience by Julie Perry of BLASTmedia - BlogWorld East 2011 - #BWENY

17 Killer YouTube Tactics That Build Your Responsive Online Audience Julie Perry of BLASTmedia—a PR & Social Media Agency

First: Some Questions

Do YOU Tube?
How many of you are producing video content?
How many have it up on YouTube?
How many of you have a YouTube account (even just a personal account with no content)?
How many have a YouTube Channel you’re developing—for yourself, your company or a client?
How many are using a YouTube channel to promote a business—product or service?

Do YOU Tube?

Do YOU Tube? A destination for professional content?

The Power of YouTube…in 8 minutes

YouTube has the vast majority of the market.

The Power of YouTube…in 8 minutes Total Internet 174,315 5,726,413 *Google Sites 143,191 1,971,939 AOL, Inc. 57,006 284,688 Yahoo! Sites 56,361 267,688 Microsoft Sites 53,090 331,282 VEVO 52,585 241,154 Facebook.com 48,792 185,817 Viacom Digital 48,696 180,638 Turner Digital 41,718 154,163 NBC Universal 31,052 65,973 Hulu 27,537 143,673 Top U.S. Online Video Properties by Video Content Views – March 2011 Ranked by Unique Video Viewers Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) Property Total Unique Viewers Video Sessions (000)

The Power of YouTube…in 8 minutes YouTube = 99% Total Internet 174,315 5,726,413 *Google Sites 143,191 1,971,939 AOL, Inc. 57,006 284,688 Yahoo! Sites 56,361 267,688 Microsoft Sites 53,090 331,282 VEVO 52,585 241,154 Facebook.com 48,792 185,817 Viacom Digital 48,696 180,638 Turner Digital 41,718 154,163 NBC Universal 31,052 65,973 Hulu 27,537 143,673 Top U.S. Online Video Properties by Video Content Views – March 2011 Ranked by Unique Video Viewers Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) Property Total Unique Viewers Video Sessions (000)

The Power of YouTube…in 8 minutes YouTube = 99% Two Billion Views Per Day Around the World! Total Internet 174,315 5,726,413 *Google Sites 143,191 1,971,939 AOL, Inc. 57,006 284,688 Yahoo! Sites 56,361 267,688 Microsoft Sites 53,090 331,282 VEVO 52,585 241,154 Facebook.com 48,792 185,817 Viacom Digital 48,696 180,638 Turner Digital 41,718 154,163 NBC Universal 31,052 65,973 Hulu 27,537 143,673 Top U.S. Online Video Properties by Video Content Views – March 2011 Ranked by Unique Video Viewers Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) Property Total Unique Viewers Video Sessions (000)

YouTube keeps audiences engaged on the site.

Come Up In Related Videos

On a User’s Homepage Upon Login

In Email Subscription Updates Email fromYouTube – weekly

The Power of YouTube…in 8 minutes Nearly 5 hrs Total Internet 174,315 889.1 *Google Sites 143,191 275.6 AOL, Inc. 57,006 39.2 Yahoo! Sites 56,361 42.1 Microsoft Sites 53,090 47.2 VEVO 52,585 79.6 Facebook.com 48,792 19.2 Viacom Digital 48,696 73.2 Turner Digital 41,718 37.5 NBC Universal 31,052 17.3 Hulu 27,537 215.5 Ranked by Unique Viewers -Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) U.S. Online Video Properties by Video Content Views – March 2011 Property Total Unique Viewers (000) Minutes per Viewer

YouTube draws a quality demographic to the site.

U.S. Demographics Evenly split by gender: 53% Male; 47% Female Median Age: 33 years old Users are evenly split: East, West, South, and Midwest. 47% are married 69% at least college educated 64% describe themselves as “ tech savvy” 71% Employed 15% Students Median Income: $74,000

Strong Demographics via Insight Demos of a BLASTmediaPR video

YouTube Search — Now the #2 Search Engine

YouTube = #2 Search Engine

The Power of YouTube…in 8 minutes This is an Ad Client #1 Organic Search Result

The Power of YouTube…in 8 minutes #1 Julie’s work on Paul Colligan’s video for BlogWorld

The Power of YouTube…in 8 minutes BLASTmedia video analytics via YouTube Insight

YouTube Search — Now the #2 Search Engine.

YouTube ranks in Universal / Blended Search Results.

Rank in Top Search Engines (such as Google)
“ Blended search” – The practice in which search engines display videos, images, news stories, maps and other types of results alongside their standard search results.
Called “Google Universal Search” or “GUS” on Google.

Google Universal Search / GUS

Rank in Top Search Engines (such as Google)
“ Blended search” – The practice in which search engines display videos, images, news stories, maps and other types of results alongside their standard search results.
Called “Google Universal Search” or “GUS” on Google.
Optimizing video content to take advantage of GUS/blended search is one of the quickest and easiest way to get a Page 1 organic ranking on Google.

Rank in Google w/ YouTube Videos Page 1 Results

YouTube is now accessible from nearly every hot mobile device on the market, as well as from your home TV set. (Accessibility!)

Content on your audiences’ terms

YouTube is now accessible from nearly every hot mobile device on the market, as well as from your home TV set! (Accessibility!)

YouTube ranks in Universal/Blended Results.
YouTube is now accessible from nearly every hot mobile device on the market, as well as from your home TV set. (Accessibility!)
Cross-Platform Interactivity & Social Networking: Connect & syndicate content across a # of networks.

Cross-Platform Interactivity & Social Networking

Connect & Syndicate Content

Time’s Up!

Now: Let’s get tactical…

Name it & Claim it : Set up your channel. Choose a niche-specific channel name that is keyword-focused . Tactic #1

Claiming Your Channel
BTW, Account name: = Username = Profile name = Channel name
… It’s all the same.

Examples – Good Channel Names
- BlogWorldExpo - TheBoatersTV - BLASTmediaPR - FreeYogaVideos - YachtingToday - LoveIn90Days - RealBahamas - FancyFortuneCookies - eMarketingVids - RobesonDesign - ChrisBrogan

NOT :
BillyBoy69
xxToddxx
Sarah1972
Jjjj211
*And not BobSmith (unless your name is recognizable on large scale)

Extend Your Visual Branding : Brand your channel. Customize both your channel background & your profile picture. Tactic #2

Custom Channel Backgrounds
Include your website’s URL, visually.
Include your company or product’s name, logo and any images of your products or services.
Consider a tag line or short bullet list of features/benefits of your product or service.
Consider arrows to call out the “Subscribe” buttons—as a reminder. (“Ask and You Shall Receive.”)
Don’t make people have to question what you do or sell. Get it “above the fold.”

From your channel page, click on “Themes and Colors” Tab and click “Show Advanced Options.”

Edit Channel : Fill out the “Channel Description” and “About Me” sections like a mini sales letter. Get your URL in several times—not just in the area designated by YouTube. Tactic #3

Top Half = Channel Description (cont) Bottom Half = About Me

Basic Rules for YouTube Channel Optimization
Remember: YouTube IS a social network.
Rule #1 is to make your profile look natural and build it out BEFORE you even start participating.
Consistency and keeping an active profile help build your reputation in the community.
People coming to check out your channel, whether they got their by viewing one of your videos or just saw you commenting on one of their own, want to see that you are PARTICIPATING.

Choose Channel Modules : Feature “Recent Activity Feed” prominently on the channel. Also use “Other Channels” to cross-promote additional content (if applicable to you). Tactic #4

Recent Activity Feed

Using the Recent Activity Feed
Display when you upload videos.
Display when you comment on videos.
Display when you like or favorite videos.
Display when you subscribe to other channels.
Leave bulletins and attach videos.

Other Channels Module

Feature Some Content (even if it’s not your own): Start by building and featuring video playlists. Tactic #5

Build Playlists Even if they feature other channels’ content

Tips for Building Playlists
Build playlists of your own videos, broken down by category.
Build playlists of other channels’ content—videos about you or your brand.
Build playlists featuring videos about your niche topic. Videos related to your industry that support your mission.
Title and write descriptions for your playlists using target keywords (as they do stand a chance of coming up in search).

How to Add a Video to a Playlist

Prepare for Channel Visitors : Autoplay your featured video. Tactic #6

Autoplay Your Featured Video

Tell Your Audience Where to Go for More : Feature your URL with a call to action at the start of your video description (for uploaded videos) so it is hyperlinked and visible without clicking to “show more.” Tactic #7

Hyperlink to Your Website from the Video Description—First Thing

Set up a Promoted Ad Campaign : Tactic #8

Set up a Promoted Ad Campaign : If I can bid just $.25 a click on my top keyword using YouTube PPV, yet it’s over $5.00 on Google PPC, that should tell you there is a huge opportunity here! It’s the last frontier. Tactic #8

YouTube Promoted Ads

YouTube Insight Results – Views from Ads

YouTube Search – Double Whammy! (#1 Organic + Ad)

Visit: http://ads.youtube.com

Step 1: Select an Uploaded Video

Step 2: Write Your Promotion

Step 3: Select Keywords

Step 4: Set Your PPC (Now PPV)

Confirm Your Bid & Run Promotion Remember, this is just for views that come in via YouTube search results. You may or may not come up due to the amount of the bid. HOWEVER, as you’re about to see, you’ll still get the flash call-to-action (CTA) ads. Minimum bid is $0.01

Run CTA (Call-To-Action) Ads : Run on all your videos (especially the featured video, if you have uploaded it). Feature a clear call to action! Tactic #9

Call-To-Action Ad (CTA)

CTA Ad from Channel View

Under Edit Video IF Submitted for Promoted Videos

Find in Edit Video Area

Call-To-Action Ad

Socialize! Search for subscribers* and friends* of related channels and send them friend invites. *These are community factors that YouTube considers. (YouTube is a social network, after all.) Tactic #10

Add Friends & Gain Subscribers

“ Socialization” Benefits
http://www.reelseo.com/youtube-ranking
Glenn Gabe is an online marketing consultant at G-Squared Interactive.
Greg Markel from Infuse Creative.
Can Engagement and Community Factors Increase Your Rankings on YouTube?
According to Glenn, during his presentation, Greg listed several factors that he believes contribute to rankings on YouTube.
His list included the following items:

Community Factors Affecting Search
shares
comments
age of video
channel views
subscribers
inbound links (links from outside of YouTube pointing to your videos; learn basic SEO)
title
description
tags
views
ratings
playlist additions
flagging
embeds

Send Friend Invites

Friend Invites In YouTube Inbox

View Friends’ Activity Feeds Upon Login

View Subscriptions Upon Login

Do Keyword Research : Do keyword research BEFORE you title, tag and write descriptions for your videos. In doing so, check out what videos are coming up, and see how they are titled and tagged. Then, take a hint. Tactic #11

Keyword Tips
Titles, tags and rich descriptions (all categorized as metadata) will help your discoverability.
Use YouTube’s Keyword Research Tool. It will give you good suggestions for related queries.
The obvious keywords to you are not obvious to your potential audience.
Ask what problem you provide a solution for…and bid on keywords that allow your videos to join the conversation in a searcher’s mind.
No offense, but people don’t necessarily know who YOU are. They are asking WIIFM?

Title Tactic : Get primary keywords in, but balance between talking to search engines and piquing interest. Don’t repeat words either—it won’t help you. Tactic #12

Good Video Title Examples
Barcode, Bar Codes, Barcoding -- What's it all about
How to Build Web Forms with Formstack's Simple Online Form Builder!
cinda b Spring and Summer 2010 Line - New Handbags, Totes and Travel Bags!
Social Media Marketing with YouTube: Why? - BLASTmedia
BlogWorld And New Media Expo New York City 2011 - Digital Broadcasting Track

Video Tagging Tactic : Use quotes around keyword phrases. From YouTube: "Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos." Tactic #13

Video Tags – Use Quotes

Video Description Tactic : The more words you include in your description, the higher your chances of being discovered by searchers ( 5,000 characters max) . Get your top keyword / keyword phrase in 3-4 times. But make it look natural with variations that users might search to find your video. Tactic #14

Video Description – Use Keywords…A lot!

Add Interactive Transcript to Your Videos : YouTube is making the content inside your video even more accessible (indexable and searchable). Tactic #15

YouTube Interactive Transcript
YouTube is making the content in your video even more accessible (indexable & searchable). Closed Captions.

Clicking on the interactive transcripts button pulls up a teleprompter like interface that automatically scrolls along with your video as it is being watched.

If you click on a line, YouTube will show the excerpt from the video corresponding to the text.

This feature doesn't appear on auto-transcribed videos, so if you want an interactive transcript you'll need to upload one yourself.

This feature doesn't appear on auto-transcribed videos, so if you want an interactive transcript you'll need to upload one yourself.
Upload a video transcript file to YouTube, and it automatically generates the appropriate timestamps.

Add Interactive Transcript to Your Videos : You can use SpeakerText.com to have them transcribe them for $2.00 a minute. Tactic #15

Leave Channel Bulletins : Add videos, or at least links. From time to time, just leave a tip. (Note: Shows in Recent Activity Feed and on the homepages of your subscribers and friends, which they often see upon login.) Tactic #16

Post Channel Bulletins

Shows On Channel Activity Feed

Or post from Recent Activity Feed

Add Annotations For special call-outs and to put emphasis on your call to action. (Use these to link to other videos in a series or that you think your audience will like; tempt them to watch more of your content.) Tactic #17

YouTube Annotations

YouTube Annotations
Video Annotations = A new way for you to add interactive commentary to your videos! Add background information about the video.
Create stories with multiple possibilities (viewers click to choose the next scene).
Link to related YouTube videos, channels, or search results from within a video—so long as it’s YT content.
Link to subscribing option.
You control what the annotations say, where they appear on the video, and when they appear and disappear.
Annotations do show up on YouTube embeds posted elsewhere on the Web.

YouTube Annotations

Google Analytics Traffic Results YouTube = Quality Traffic

Google Analytics Traffic Results YouTube = Converting Traffic

Voila! Happy Tubing! Twitter: @JuliePerry & @BLASTmediaPR YouTube: YouTube.com/BLASTmediaPR

BONUS TACTIC OF AWESOME
Teen Haulers (search “teen haulers NPR”)
For a chance to do a review, Tweet “#h2” PLUS:
“ @PhosphorWatch ” or
“ @EtonCorporation ” or
“ @ThirdRailMobile ”
We’ll pick / follow up / coach / publish video review.
Launch at November BlogWorld as case study.
“ Haulers 2.0” – Launches November BlogWorld.

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http://www.linkedin.com	3
http://paper.li	2
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17 Killer YouTube Tactics That Build Your Responsive Online Audience by Julie Perry of BLASTmedia - BlogWorld East 2011 - #BWENY

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17 Killer YouTube Tactics That Build Your Responsive Online Audience by Julie Perry of BLASTmedia - BlogWorld East 2011 - #BWENY Presentation Transcript