YouTube for Business

Broadcast Your Business - Adding YouTube to Your Marketing Strategy Amanda O'Brien and Kyle Pouliot Hall Web Services

Who We Are
Hall Web Services
www.hallme.com
10+ Years in Business
Amanda O'Brien Inbound Marketing Manager [email_address] @amanda_pants Kyle Pouliot Inbound Marketing Specialist [email_address] @kyyuulle

Road Map
Social Media and WHY
Research Buying and the marketing power shift
You Tube basics – how to, tools, making a channel etc.
Setting objectives and measurable goals
Content and sharing that content
Viral Videos
Non-viral videos
Measuring
“ Don't focus on understanding how to use the individual tools, focus on understanding WHY people are using the tools.” - Mack Collier Viral garden

What you know
Watch Videos
Share Videos
Time waster
Social Media

What you may NOT know
Poll of 400 senior marketing and media executives, 67% identified online video as a primary focus of their 2009 digital marketing campaigns
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011
100,000 YouTube Videos viewed per day*
4th most visited site on the Internet (above MSN and Live.com)
13 Hours of video uploading to YOUTUBE every minute*

What you may NOT know
July 2009 YouTube had its biggest month EVER
85.1 million U.S. visitors
http://progets.com/simpsons/pics/ http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011

Time to Re-think Your Marketing Strategy!
Old/Outbound Marketing
TV Radio Ads
Print Ads
Direct Mail
Telemarketing
New/Inbound Marketing
Social Media
SEO/SEM
Blogging
Online Videos
An Interaction An Interruption

Benefits of Social Networking
Corporate Transparency
Build Trust with Customers
Generate Inbound Links
Reputation Management
Promote your blog and website
Inexpensive
Build relationships before purchasing point
Be a part of the zillions of conversations that are already going on
Extend your events, seminars, webcasts, conventions
Public relations, customer service, thought leader, sales leads etc.

Benefits of Using Video
Visual Learners
Storytelling
Mix it up
New touch point
Content more important then budget
Brand
Move traffic to your site
Easy to share
Build trust with your audience
“ Everything has to work together to bring your chosen message to your chosen customer and generate the desired results. You can’t just shoot a video and throw it on the YouTube site; you need to develop a plan.” Michael Miller, YouTube for Business Author

Trust is at an all time low

Research buying and video
People are looking BEFORE they buy
Give them something to find
Corporate transparency
Personalized buying
Lowering risk
People do business with PEOPLE!

You Tube Basics
Be professional (quality)
Stay focused – short and sweet (you do have 10 minutes)
Make it useful
Inexpensive
Simple distribution
Focus on the first 10 seconds (capture)
Be yourself

Getting started Setting objectives
Where are you now?
What do you want to achieve? And by when?
How does this fit in with your business?
Who is your audience and what do they want to hear?
What would be a success?
What is your strategy? And company policies?
What works for you is different
What are you going to measure?
Check back and start over... dynamic
“ Hope is not a strategy” - Marta Kagan, Social Media Evangelist | Online Marketing Pro

Measurable Goals Popularity:
Views – more views = more search
Subscribers
Channel Views
Photo credit: http://www.flickr.com/photos/aussiegall/286709039/

Measurable Goals Engaging:
Comments
Favourite
Reviews
Embeds
Link Backs
Social Media Posting
Landing pages
Photo credit: http://www.headachecare.com/images/goals.jpg

YouTube Insights
Free tool
How often videos are viewed in different geographic regions
How popular they are relative to all videos in that market over a given period of time
How long it takes for a video to become popular
What happens to video views as popularity peaks

Content Possibilities
Improve customer service
Reduce ad spend? HUGE example Evian Water
Brand recognition
Put a face to your brand

Content Ideas
Presentations
Training videos
Help
Marketing
Events
Interviews with experts (pssst... you are an expert too)
Contests
Video Blog
Testimonials
Message from the president
Shy? Screen recordings

Let's start filming Photo credit: http://www.flickr.com/photos/pmtorrone/6208920/sizes/l/

Tools you need
Ideas
Creativity
Video camera? Flip Cam? Web cam?
External microphone jack
Microphone?
Editing software?
Tripod? Great if one person
Screen recording? Camtasia

Staying Organized
Outline or Script
Know your shots
Keep it timely
Photo credit: http://www.flickr.com/photos/australian-war-memorial/3527157206/

Lighting
2 x 3 times normal light
Household or halogen lamps
Light both sides of your subject
Don't shoot infront of a window
Take it outside (watch your noise)
Outside – stand in shade point light toward subject
Photo credit: http://www.rgphotography.ca/

Sound
Microphone on camera
External microphone
Dub over
Tape sounds before and after recording for bandaids
More important than video?
Watch echo – empty rooms, tile
[email_address]
http://www.flickr.com/photos/17258892@N05/2587506121/

Editing Programs
Free
Mac iMovie
Windows – Movie Maker
Pay (cheap)
Corel Video Studio
Nero
Pay (more)
Adobe Premiere Video Editing
Apple Final Cut Pro
More footage = more editing = means more time! Rule of thumb – one hour of editing per one minute of produced content

Uploading a Video
Webcam
Video blog, announcement, contest, personal profile for About Us section

Uploading a Video

SEO for your videos
Video title
Informational – to be found
Viral – to be clicked on
Video description
Add a link
Keywords
Tagging
Not public
What videos show up near your video

Owning your search terms with video
Find search term
Know how your customers are searching
Great for
How to's
Answer questions
Product demos
Photo credit: http://www.google.com

Annotations
Add annotations
Note
Spotlight
Speech bubble
Great for tutorials
Closed captions

Creating a Channel
Sign up
Username - branding
Key word dense description
Website
Keywords
Location
Education, Interests etc. etc. etc
Have a channel? Upgrade

Embedding into your site

Making it social
Rating
Commenting
Participating in community
Sharing content
Twitter
Facebook
Digg
Post to blog

Going Viral
What does going viral mean to you?
Content, content, content
Fresh, daring, exciting, funny
Get it out to industry influencers
Make it share-able
Track progress – respond quickly
World Wide Rave – David Meerman Scott
“ You can create a World Wide Rave too – Just create something valuable, that people want to share and make it easy for them to do so .” - David Meerman Scott

Benefits of Non-viral
A picture is worth a thousand words
Give your company a voice
The views keep coming
Long tail
Texas Instruments – Thank an engineer
March Campaign Results
151,000 Video Views
25,000 Further action/landing page
Average time on site 4:21

Promotion
Social Media sites – spread the word
Use a URL shortener to measure
Encourage ratings
Ask friends and coworkers
Website
Blog
Respond to comments
Paid promotion

Don't
Sell, Sell, Sell
Forget your audience
Try to be somebody else
Get lost in the tools
Take too long (short and sweet)
Forget to have a plan
Take yourself too seriously
Think of YouTube as a magic bullet

Recap
People are researching before they buy
The internet is social and more engaging
Have a plan
Measurable Goals
Decide what's important
Analyze the outcome
Pick the right tools for you
Lighting, Sound, Editing
Make it about you

Get Started!
SEO Vision Blog - http://www.hallme.com/blog
Webinars – http://www.hallme.com/webinars
Roundtable next Tuesday (9/29)
Call us! 1-877-425-5932 (HALL-WEB)‏
[email_address]
World Wide Rave: http://www.worldwiderave.com/ YouTube Help: http://www.google.com/support/youtube/ YouTube blog: http://youtube-global.blogspot.com/

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YouTube for Business

by Hall Internet Marketing on Sep 24, 2009

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