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Presentation from Social Media FTW in Portland, Maine

Presentation from Social Media FTW in Portland, Maine

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  • 1. Broadcast Your Business - Adding YouTube to Your Marketing Strategy Amanda O'Brien and Kyle Pouliot Hall Web Services
  • 2. 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
  • 3. 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
  • 4. What you know
    • Watch Videos
    • Share Videos
    • Time waster
    • Social Media
  • 5. 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*
  • 6. 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
  • 7. 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
  • 8. 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.
  • 9. 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
  • 10. Trust is at an all time low
  • 11. 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!
  • 12. 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
  • 13. 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
  • 14. Measurable Goals Popularity:
    • Views – more views = more search
    • Subscribers
    • Channel Views
    Photo credit: http://www.flickr.com/photos/aussiegall/286709039/
  • 15. Measurable Goals Engaging:
    • Comments
    • Favourite
    • Reviews
    • Embeds
    • Link Backs
    • Social Media Posting
    • Landing pages
    Photo credit: http://www.headachecare.com/images/goals.jpg
  • 16. 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
  • 17. Content Possibilities
    • Improve customer service
    • Reduce ad spend? HUGE example Evian Water
    • Brand recognition
    • Put a face to your brand
  • 18. 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
  • 19. Let's start filming Photo credit: http://www.flickr.com/photos/pmtorrone/6208920/sizes/l/
  • 20. 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
  • 21. Staying Organized
    • Outline or Script
    • Know your shots
    • Keep it timely
    Photo credit: http://www.flickr.com/photos/australian-war-memorial/3527157206/
  • 22. 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/
  • 23. 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/
  • 24. 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
  • 25. Uploading a Video
    • Webcam
    Video blog, announcement, contest, personal profile for About Us section
  • 26. Uploading a Video
  • 27. 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
  • 28. 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
  • 29. Annotations
    • Add annotations
      • Note
      • Spotlight
      • Speech bubble
    • Great for tutorials
    • Closed captions
  • 30. Creating a Channel
    • Sign up
    • Username - branding
    • Key word dense description
    • Website
    • Keywords
    • Location
    • Education, Interests etc. etc. etc
    • Have a channel? Upgrade
  • 31. Embedding into your site
  • 32. Making it social
    • Rating
    • Commenting
    • Participating in community
    • Sharing content
      • Twitter
      • Facebook
      • Digg
      • Post to blog
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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/