YouTube YTO & vSEO - Indy Social Media Breakfast #11: Online Video - Julie Perry of BLASTmedia

Using Online Video • vSEO & YTO Julie Perry VP Social Media BLASTmedia

Twitter GIVEAWAYS!
2 Tickets to Dig-IN ~ A Taste of Indiana, August 28 th at White River State Park, Noon to 5PM. AWESOMELY DELICIOUS!
“ Success Secrets of the Social Media Marketing Superstars” (Mitch Meyerson) – YouTube Chapter by Julie

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Include @DigINDIANA and #DigIN11
Include @IndySM
Example: “I just learned about @DigINDIANA at @IndySM & think it sounds awesome! #DigIN11”
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2 winners selected at random from hashtag.

The Secrets Behind What YouTube Can Do for You

Once Upon a Time, 2007: TheBoaters.com

2007: TheBoaters.TV (also a podcast)

Video Content Sites (circa 2007)

Syndicated Our Videos Blast ’em Out at the Push of a Button OR

Take Away #1 The Heart of Web 2.0 (3.0, etc): Your audience wants to consume your content on THEIR TERMS.

Take Away #1 The Heart of Web 2.0 (3.0, etc): Your audience wants to consume your content on THEIR TERMS. On THEIR platform, THEIR device, THEIR schedule, THEIR terms… So be THERE. In fact, be everywhere.

Take Away #2 Achieving the “ ISYOT” Effect

Take Away #2 Achieving the “ ISYOT” Effect What is ISYOT ?

Take Away #2 Achieving the “ ISYOT” Effect “ I’ve Seen You Out There.”
via Paul Colligan
@ Colligan :
See his YouTube video on the subject:
http://youtu.be/AJ6A-qyeZKc

Take Away #2 Achieving the “ ISYOT” Effect “ I’ve Seen You Out There.” DON’T HOARD YOUR CONTENT where no one is ever going to FIND IT.

Take Away #3 You must be FINDABLE. People love to discover things. You can push your content all day long, but being in “the line of search” is the best road to conversion. Pull it in.

Take Away #3 You must be FINDABLE. People love to discover things. You can push your content all day long, but being in “the line of search” is the best road to conversion. Pull it in. For online video, that takes vSEO.

TheBoaters TV did go on YouTube! (Although advised not to by colleagues)…

800,000+ views to date (show no longer running)

You Can’t Argue with Results (Google Video) “ ISYOT” – (4 Years after-the-fact )

You Can’t Argue with Results (YouTube) #1 on YouTube four years later

Be FINDABLE by Targeted Audiences w/ vSEO Direct that traffic over to your blog, website, or other online content.

* To attract TARGETED, niche audiences to your YouTube online videos… (In other words: Make your videos FINDABLE for your target audience!)
* Then, ultimately drive that targeted traffic over to your website, blog, or other online content.
Main Goals

Overview
Why YouTube’s the BOMB for getting you found via search.
Tips on how to approach keyword research on YouTube & other video content sharing sites.
5 Tips for Killing It on YouTube

The Power of YouTube…in 5 minutes
YouTube has the vast majority of the market .

The Power of YouTube…in 5 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 5 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 5 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 has the vast majority of the market.
YouTube keeps audiences engaged on the site.

The Power of YouTube…in 5 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

Come Up In Related Videos

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 5 minutes This is an Ad Client #1 Organic Search Result

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

YouTube Search — Now the #2 Search Engine.
YouTube ranks in Universal/Blended 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

Deep Thoughts by Julie Perry "If you can pull up YouTube videos on Google, but you can't pull up Google results on YouTube, then isn't YouTube technically the #1 Search Engine???”

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!)
Cross-Platform Interactivity & Social Networking: Connect & syndicate content across a # of networks. SHARABILITY!

Cross-Platform Interactivity & Social Networking

Connect & Syndicate Content

Time’s Up!

Keyword Research

Take Away #4 People don't know who YOU are…nor your product's name…nor your business’ or organization’s name…nor anything about YOU.

Take Away #4 People don't know who YOU are…nor your product's name…nor your business’ or organization’s name…nor anything about YOU. They aren't looking for YOU, they are looking for a solution to a problem .

Results

Rank in Google w/ YouTube Videos Page 1 Results

Take Aways #5 & #6 5: "How to" are two very powerful words! (And don't forget "get") 6: Use common word & language (words)

Take Aways #7, #8, #9 7: Understand your audiences’ motivations and behavior. 8: Strike a balance between using highly- searched keywords AND piquing interest… It's a delicate balance. 9: Consider doing keyword research BEFORE you even create your videos! What are people LOOKING (or rather, searching ) FOR?…

Take Aways #10 & #11 11: =>Google is the search engine of INTENT. (navigational even) =>YouTube is the search engine of SEARCH. (People want to WATCH to learn these days.) 12: Use the YouTube Search Engine Tool to figure out what people are searching there…

https://ads.youtube.com/keyword_tool (or search “YouTube Keyword Tool”)

Ninja Keyword Research
Before you upload a video, do some keyword research and find what keywords are popular (pick some keywords and enter them in the search bar to see what comes up in the SERPs).
Sort SERP by viewcounts and look at those with high counts to see how they relate to your keyword. Sort by date added, too.
Check out the other popular videos and see how they have been tagged, titled, and what the description copy includes.
Title and tag your video the same as relevant, highly-viewed videos in your niche. Match parts of tags (and title!).

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 #1

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

Title Tactic : Copy (match) a similar title you want to be related to. (oh fine: “to which you want to be related” – sheesh!) Tactic #1 cont.

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 #2

Video Tags – Use Quotes

Video Tags – Use Quotes Around Phrases
Consider using some adjectives. Remember lots of people browsing are using adjectives to find what they’re in the mood to view.
Make sure your tags are relevant to your content.

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 #3

Video Description – Use Keywords…A lot!

Add Interactive Transcripts to Your Videos : YouTube is making the content inside your video even more accessible (indexable and searchable). (KILLER) Tactic #4

YouTube is making the content in your video even more accessible (indexable & searchable). Closed Captions will also be activated.
YouTube Interactive Transcripts

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.

YouTube Interactive Transcripts & vSEO

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 appropriate timestamps.

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 #5

Add Friends & Gain Subscribers

Subscribe to Channels & Send Friend Invites

Friend Invites in YouTube Inbox

Google Analytics Traffic Results
Facebook = Frequent but Repeat Traffic
Twitter = High but Least Quality Traffic
YouTube = New, Quality Traffic (Low Bounce)

Voila! Happy Tubing! @JuliePerry & @BLASTmediaPR YouTube.com/BLASTmediaPR http://BLASTmedia.com/blog

Additional Resources
“ Success Secrets of the Social Media Marketing Superstars” (Mitch Meyerson) – YouTube Chapter
Search “Julie Perry Slideshare” for BlogWorld East PPT Presentation
BlogWorld & New Media Expo L.A. – November 3-5, 2011

http://www.betterbizideas.com	315
http://www.olafmolenaar.com	137
http://www.socialmediavoorbedrijven.com	65
http://socialmedianederland.com	44
http://www.marketinginnovatie.org	42
http://www.socialmediaopleiding.com	30
http://www.workshopsocialmedia.net	16
http://www.digital-marketing-opleiding.com	12
http://www.socialmediaadvies.com	12
http://sandbox.limelightdesignstudio.com	8
http://feeds.feedburner.com	7
http://betterbizideas.com	6
http://www.digital-marketeers.org	5
http://twitter.com	3
http://posterous.com	2
http://www.socialmedianederland.info	2
http://us-w1.rockmelt.com	2
http://www.socialmedia-strategie.info	2
http://www.sociale-media.info	1
http://www.web-traffic.co.il	1
http://127.0.0.1	1
http://dashboard.bloglines.com	1

YouTube YTO & vSEO - Indy Social Media Breakfast #11: Online Video - Julie Perry of BLASTmedia

by BLASTmedia on Aug 21, 2011

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YouTube YTO & vSEO - Indy Social Media Breakfast #11: Online Video - Julie Perry of BLASTmedia — Presentation Transcript