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2   Webvideo & YouTube - maximise your web marketing 03.02.11

2 Webvideo & YouTube - maximise your web marketing 03.02.11



Webvideo and YouTube

Webvideo and YouTube
Maximise your web marketing 03.02.11



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    2   Webvideo & YouTube - maximise your web marketing 03.02.11 2 Webvideo & YouTube - maximise your web marketing 03.02.11 Presentation Transcript

    • Web Video & YouTube
      • Why use Web video?
      • Instant, on-demand technology
      • Enabled by broadband
      • It’s easy and interesting to watch
      • It’s a “high bandwidth” communication medium
      • It’s interactive, engaging and compelling
      • It adds a “Wow!” factor and credibility to your website
      • Little or no distribution or admin overhead
      • Speed of distribution
      • Applications for Web video
      • Events and seminars
      • Testimonials
      • Video newsletters
      • Video brochures
      • Product demonstrations
      • Website presenters
      • Multimedia and animation
      • Online advertising
      • Email marketing
      • Repurpose for CD/DVD, exhibition, in store etc
      • The business case for Web video
      • Improve conversion rates online and offline
      • Compress the sales cycle
      • Lower the cost of delivering your message
      • Deliver your message more consistently
      • Deliver your message better
      • Deliver your message to more people, more quickly
      • Involve your customers in selling to your next customer
      • 5 levels of Web video
      • Level 1 – Home-made or (very often) YouTube videos
      • Level 2 - Professional linear videos
      • Level 3 - Professional interactive videos
      • Level 4 - Rich interactive media – “The next generation”
      • Level 5 – Personalised video presentations
      • Direct sales businesses
      • Opening the door (first impressions)
      • Qualifying a prospect (self qualification)
      • Reducing the sales cycle and costs
      • Reaching the hard to get decision maker (selling via influencers)
      • Hot product marketing
      • Standardising demonstrations, terminology and delivery throughout the team and even your channel
      • Updateable control panels mean facts, figures and graphs can be updated
      • Technical sales
      • How much of the sales job is education?
      • How much does this cost?
      • New technology is exciting but difficult to sell – particularly early on
      • Long lead times
      • The simple benefits sometimes get forgotten in the technical explanation
      • Demonstrate you understand the problems deeply
      • Don’t focus on features – unless the audience is technical!
      • Service businesses
      • Intangible proposition or promise
      • Differentiation is key
      • Case studies and testimonials count for more than our words
      • Venues, attractions and structures – panoramic video!
      • Segment the audience and provide relevant case studies
      • Stress financial results
      • Selling the journey – go way beyond the sale
    • Examples www.virtualsalespresentations.co.uk
      • What is YouTube?
      • A video sharing website to upload and share videos you create
      • A community
      • A tool for keeping up to date with the information you need
      • A place to build a subscriber base you can update easily
      • Why is YouTube important?
      • It’s the second biggest search engine in the world
      • It’s owned by Google
      • Video results now show up in search results
      • It’s huge – 1/10 th of the entire Internet bandwidth
      • It is a great base from which to share videos across other social networking sites
      • A brief history of YouTube
      • Developed by three former PayPal employees
      • Registered domain name YouTube.com on February 15th 2005
      • Launched YouTube in December 2005
      • Google bought YouTube in October 2006 - $1.65 billion
      • YouTube facts
      • 2nd largest search engine
      • 4th largest property on the Internet
      • Voted the coolest online brand
      • 35 hours of video uploaded every minute
      • (10,000 full length movies per day)
      • How to use YouTube (more on each coming up…)
      • Create an account or “Channel”
      • Create videos
      • Upload videos
      • Track results
      • (Earn revenues)
      • Advertise on YouTube
      • Creating your account
      • An account means you can interact
      • You can subscribe to other people’s channels
      • Create and share playlists
      • Create up to (500) favourites
      • YouTube will find you content you like
      • Creating videos
      • Brand awareness / Engagement
      • Product advertising
      • Retail promotion
      • Direct sales
      • Product support
      • Product training
      • Employee/franchisee communications
      • Recruiting
      • Upload videos
      • 15 minutes/2GB limit
      • Describe & “tag” your keywords (links and calls to action)
      • Annotate
      • Add optional soundtrack
      • Beware copyright & licensing laws
      • Check out www.CreativeCommons.org/
      • Flickr
      • Are they watermarked?
      • Track results
      • YouTube insight
      • tubemogul
      • YouTube partners
      • A “Privilege reserved for active uploaders and media companies that make a positive contribution to the community.”
      • 3 criteria
      • You create original and not-too-controversial content
      • You own the copyright and distribution rights for all audio and video content
      • You regularly upload videos watched by thousands of viewers
      • YouTube partners get:
      • Additional channel design and branding features
      • 45/55 Advertising Revenue Share (AdSense)
      • No 15-minute video length limit
      • Choose which videos to monetise
      • 3 ways to advertise on YouTube
      • Promoted videos (via AdWords)
      • Sponsored links (text or video) – drives traffic to site
      • Big spenders can have a direct relationship and buy large chunks of home page real estate (Flash or video)
      • Target ads by
      • Age and gender (based on sign-up info provided)
      • Types of user, e.g. people who declare themselves to be “creators” on YouTube (like musicians or comedians uploading videos)
      • Genres/categories of content (like sports or entertainment, or more specifically, things like “rock music”)
      • Geographic location, and time of the day
      • Specific videos being watched
      • Promoting your YouTube video within YouTube
      • Post bulletins to friends and subscribers
      • Related videos
      • People who watched also watched
      • Similar tags and descriptions
      • Level playing field ethos
      • Promoting your YouTube video within YouTube
      • Backlinks via
      • Commenting
      • “ Friending”
      • Subscribing
      • Ratings and reviews
      • Posting video responses
      • Promoting your YouTube video within YouTube
      • Privately via groups of up to 25 other account holders
      • Emails from within YouTube
      • Friends within YouTube
      • Encourage subscriptions
      • Going “Viral”
      • Be funny, controversial, shocking or informative
      • Promote via other social Web tools (Facebook, LinkedIn, Twitter, your blog, website etc)
      • Digital PR
      • Social bookmarking sites (Digg, Blinklist etc)
      • Be the most discussed, viewed, highly rated or “favourited”