Web Video & YouTube
<ul><li>Why use Web video? </li></ul><ul><li>Instant, on-demand technology </li></ul><ul><li>Enabled by broadband </li></u...
<ul><li>Applications for Web video </li></ul><ul><li>Events and seminars </li></ul><ul><li>Testimonials </li></ul><ul><li>...
<ul><li>The business case for Web video </li></ul><ul><li>Improve conversion rates online and offline </li></ul><ul><li>Co...
<ul><li>5 levels of Web video </li></ul><ul><li>Level 1 – Home-made or (very often) YouTube videos </li></ul><ul><li>Level...
<ul><li>Direct sales businesses </li></ul><ul><li>Opening the door (first impressions) </li></ul><ul><li>Qualifying a pros...
<ul><li>Technical sales   </li></ul><ul><li>How much of the sales job is education? </li></ul><ul><li>How much does this c...
<ul><li>Service businesses </li></ul><ul><li>Intangible proposition or promise </li></ul><ul><li>Differentiation is key </...
Examples www.virtualsalespresentations.co.uk
<ul><li>What is YouTube? </li></ul><ul><li>A video sharing website to upload and share videos you create </li></ul><ul><li...
<ul><li>Why is YouTube important? </li></ul><ul><li>It’s the second biggest search engine in the world </li></ul><ul><li>I...
<ul><li>A brief history of YouTube </li></ul><ul><li>Developed by three former PayPal employees </li></ul><ul><li>Register...
<ul><li>YouTube facts </li></ul><ul><li>2nd largest search engine </li></ul><ul><li>4th largest property on the Internet <...
<ul><li>How to use YouTube (more on each coming up…) </li></ul><ul><li>Create an account or “Channel” </li></ul><ul><li>Cr...
<ul><li>Creating your account </li></ul><ul><li>An account means you can interact </li></ul><ul><li>You can subscribe to o...
<ul><li>Creating videos </li></ul><ul><li>Brand awareness </li></ul><ul><li>Product advertising </li></ul><ul><li>Retail p...
<ul><li>Upload videos </li></ul><ul><li>10 minutes/2GB limit </li></ul><ul><li>Describe & “tag” your keywords (links and c...
<ul><li>Track results </li></ul><ul><li>YouTube insight </li></ul><ul><li>tubemogul </li></ul>
<ul><li>YouTube partners </li></ul><ul><li>A “Privilege reserved for active uploaders and media companies that make a posi...
<ul><li>YouTube partners get: </li></ul><ul><li>Additional channel design and branding features </li></ul><ul><li>45/55 Ad...
<ul><li>3 ways to advertise on YouTube </li></ul><ul><li>Promoted videos (via AdWords) </li></ul><ul><li>Sponsored links (...
<ul><li>Target ads by </li></ul><ul><li>Age and gender (based on sign-up info provided) </li></ul><ul><li>Types of user, e...
<ul><li>Promoting your YouTube video within YouTube </li></ul><ul><li>Related videos </li></ul><ul><li>People who watched ...
<ul><li>Promoting your YouTube video within YouTube </li></ul><ul><li>Backlinks via </li></ul><ul><li>Commenting </li></ul...
<ul><li>Promoting your YouTube video within YouTube </li></ul><ul><li>Privately via groups of up to 25 other account holde...
<ul><li>Going “Viral” </li></ul><ul><li>Be funny, controversial, shocking or informative </li></ul><ul><li>Promote via oth...
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maximise your web marketing WEB VIDEO & YOUTUBE

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29.10.10 and 02.12.12Maximise your web marketing - WEB VIDEO AND YOUTUBE

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maximise your web marketing WEB VIDEO & YOUTUBE

  1. 1. Web Video & YouTube
  2. 2. <ul><li>Why use Web video? </li></ul><ul><li>Instant, on-demand technology </li></ul><ul><li>Enabled by broadband </li></ul><ul><li>It’s easy and interesting to watch </li></ul><ul><li>It’s a “high bandwidth” communication medium </li></ul><ul><li>It’s interactive, engaging and compelling </li></ul><ul><li>It adds a “Wow!” factor and credibility to your website </li></ul><ul><li>Little or no distribution or admin overhead </li></ul><ul><li>Speed of distribution </li></ul>
  3. 3. <ul><li>Applications for Web video </li></ul><ul><li>Events and seminars </li></ul><ul><li>Testimonials </li></ul><ul><li>Video newsletters </li></ul><ul><li>Video brochures </li></ul><ul><li>Product demonstrations </li></ul><ul><li>Website presenters </li></ul><ul><li>Multimedia and animation </li></ul><ul><li>Online advertising </li></ul><ul><li>Email marketing </li></ul><ul><li>Repurpose for CD/DVD, exhibition, in store etc </li></ul>
  4. 4. <ul><li>The business case for Web video </li></ul><ul><li>Improve conversion rates online and offline </li></ul><ul><li>Compress the sales cycle </li></ul><ul><li>Lower the cost of delivering your message </li></ul><ul><li>Deliver your message more consistently </li></ul><ul><li>Deliver your message better </li></ul><ul><li>Deliver your message to more people, more quickly </li></ul><ul><li>Involve your customers in selling to your next customer </li></ul>
  5. 5. <ul><li>5 levels of Web video </li></ul><ul><li>Level 1 – Home-made or (very often) YouTube videos </li></ul><ul><li>Level 2 - Professional linear videos </li></ul><ul><li>Level 3 - Professional interactive videos </li></ul><ul><li>Level 4 - Rich interactive media – “The next generation” </li></ul><ul><li>Level 5 – Personalised video presentations </li></ul>
  6. 6. <ul><li>Direct sales businesses </li></ul><ul><li>Opening the door (first impressions) </li></ul><ul><li>Qualifying a prospect (self qualification) </li></ul><ul><li>Reducing the sales cycle and costs </li></ul><ul><li>Reaching the hard to get decision maker (selling via influencers) </li></ul><ul><li>Hot product marketing </li></ul><ul><li>Standardising demonstrations, terminology and delivery throughout the team and even your channel </li></ul><ul><li>Updateable control panels mean facts, figures and graphs can be updated </li></ul>
  7. 7. <ul><li>Technical sales </li></ul><ul><li>How much of the sales job is education? </li></ul><ul><li>How much does this cost? </li></ul><ul><li>New technology is exciting but difficult to sell – particularly early on </li></ul><ul><li>Long lead times </li></ul><ul><li>The simple benefits sometimes get forgotten in the technical explanation </li></ul><ul><li>Demonstrate you understand the problems deeply </li></ul><ul><li>Don’t focus on features – unless the audience is technical! </li></ul>
  8. 8. <ul><li>Service businesses </li></ul><ul><li>Intangible proposition or promise </li></ul><ul><li>Differentiation is key </li></ul><ul><li>Case studies and testimonials count for more than our words </li></ul><ul><li>Venues, attractions and structures – panoramic video! </li></ul><ul><li>Segment the audience and provide relevant case studies </li></ul><ul><li>Stress financial results </li></ul><ul><li>Selling the journey – go way beyond the sale </li></ul>
  9. 9. Examples www.virtualsalespresentations.co.uk
  10. 10. <ul><li>What is YouTube? </li></ul><ul><li>A video sharing website to upload and share videos you create </li></ul><ul><li>A community </li></ul><ul><li>A tool for keeping up to date with the information you need </li></ul><ul><li>A place to build a subscriber base you can update easily </li></ul>
  11. 11. <ul><li>Why is YouTube important? </li></ul><ul><li>It’s the second biggest search engine in the world </li></ul><ul><li>It’s owned by Google </li></ul><ul><li>Video results now show up in search results </li></ul><ul><li>It’s huge – 1/10 th of the entire Internet bandwidth </li></ul><ul><li>It is a great base from which to share videos across other social networking sites </li></ul>
  12. 12. <ul><li>A brief history of YouTube </li></ul><ul><li>Developed by three former PayPal employees </li></ul><ul><li>Registered domain name YouTube.com on February 15th 2005 </li></ul><ul><li>Launched YouTube in December 2005 </li></ul><ul><li>Google bought YouTube in October 2006 - $1.65 billion </li></ul>
  13. 13. <ul><li>YouTube facts </li></ul><ul><li>2nd largest search engine </li></ul><ul><li>4th largest property on the Internet </li></ul><ul><li>Voted the coolest online brand </li></ul><ul><li>20 hours of video uploaded every minute </li></ul><ul><li>(10,000 full length movies per day) </li></ul>
  14. 14. <ul><li>How to use YouTube (more on each coming up…) </li></ul><ul><li>Create an account or “Channel” </li></ul><ul><li>Create videos </li></ul><ul><li>Upload videos </li></ul><ul><li>Track results </li></ul><ul><li>(Earn revenues) </li></ul><ul><li>Advertise on YouTube </li></ul>
  15. 15. <ul><li>Creating your account </li></ul><ul><li>An account means you can interact </li></ul><ul><li>You can subscribe to other people’s channels </li></ul><ul><li>Create and share playlists </li></ul><ul><li>Create up to (500) favourites </li></ul><ul><li>YouTube will find you content you like </li></ul>
  16. 16. <ul><li>Creating videos </li></ul><ul><li>Brand awareness </li></ul><ul><li>Product advertising </li></ul><ul><li>Retail promotion </li></ul><ul><li>Direct sales </li></ul><ul><li>Product support </li></ul><ul><li>Product training </li></ul><ul><li>Employee/franchisee communications </li></ul><ul><li>Recruiting </li></ul>
  17. 17. <ul><li>Upload videos </li></ul><ul><li>10 minutes/2GB limit </li></ul><ul><li>Describe & “tag” your keywords (links and calls to action) </li></ul><ul><li>Annotate </li></ul><ul><li>Add optional soundtrack </li></ul><ul><li>Beware copyright & licensing laws </li></ul><ul><li>Check out www.CreativeCommons.org/ </li></ul><ul><li>Flickr </li></ul><ul><li>Are they watermarked? </li></ul>
  18. 18. <ul><li>Track results </li></ul><ul><li>YouTube insight </li></ul><ul><li>tubemogul </li></ul>
  19. 19. <ul><li>YouTube partners </li></ul><ul><li>A “Privilege reserved for active uploaders and media companies that make a positive contribution to the community.” </li></ul><ul><li>3 criteria </li></ul><ul><li>You create original and not-too-controversial content </li></ul><ul><li>You own the copyright and distribution rights for all audio and video content </li></ul><ul><li>You regularly upload videos watched by thousands of viewers </li></ul>
  20. 20. <ul><li>YouTube partners get: </li></ul><ul><li>Additional channel design and branding features </li></ul><ul><li>45/55 Advertising Revenue Share (AdSense) </li></ul><ul><li>No 10-minute video length limit </li></ul><ul><li>Choose which videos to monetise </li></ul>
  21. 21. <ul><li>3 ways to advertise on YouTube </li></ul><ul><li>Promoted videos (via AdWords) </li></ul><ul><li>Sponsored links (text or video) – drives traffic to site </li></ul><ul><li>Big spenders can have a direct relationship and buy large chunks of home page real estate (Flash or video) </li></ul>
  22. 22. <ul><li>Target ads by </li></ul><ul><li>Age and gender (based on sign-up info provided) </li></ul><ul><li>Types of user, e.g. people who declare themselves to be “creators” on YouTube (like musicians or comedians uploading videos) </li></ul><ul><li>Genres/categories of content (like sports or entertainment, or more specifically, things like “rock music”) </li></ul><ul><li>Geographic location, and time of the day </li></ul><ul><li>Specific videos being watched </li></ul>
  23. 23. <ul><li>Promoting your YouTube video within YouTube </li></ul><ul><li>Related videos </li></ul><ul><li>People who watched also watched </li></ul><ul><li>Similar tags and descriptions </li></ul><ul><li>Level playing field ethos </li></ul>
  24. 24. <ul><li>Promoting your YouTube video within YouTube </li></ul><ul><li>Backlinks via </li></ul><ul><li>Commenting </li></ul><ul><li>“ Friending” </li></ul><ul><li>Subscribing </li></ul><ul><li>Ratings and reviews </li></ul><ul><li>Posting video responses </li></ul>
  25. 25. <ul><li>Promoting your YouTube video within YouTube </li></ul><ul><li>Privately via groups of up to 25 other account holders </li></ul><ul><li>Emails from within YouTube </li></ul><ul><li>Friends within YouTube </li></ul><ul><li>Encourage subscriptions </li></ul>
  26. 26. <ul><li>Going “Viral” </li></ul><ul><li>Be funny, controversial, shocking or informative </li></ul><ul><li>Promote via other social Web tools (Facebook, LinkedIn, Twitter, your blog, website etc) </li></ul><ul><li>Digital PR </li></ul><ul><li>Social bookmarking sites (Digg, Blinklist etc) </li></ul><ul><li>Be the most discussed, viewed, highly rated or “favourited” </li></ul>
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