YouTube Marketing and Tourism: The Good, the Bad and the Ugly
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YouTube Marketing and Tourism: The Good, the Bad and the Ugly

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Greg Jarboe's presentation on March 22, 2014, in the Tourism room at Be-Wizard!

Greg Jarboe's presentation on March 22, 2014, in the Tourism room at Be-Wizard!

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YouTube Marketing and Tourism: The Good, the Bad and the Ugly YouTube Marketing and Tourism: The Good, the Bad and the Ugly Presentation Transcript

  • YouTube Marketing and Tourism: The Good, The Bad and The Ugly Greg Jarboe SEO-PR Be-Wizard! 2014
  • There’s good news for anyone involved in YouTube marketing and tourism • More than 1 billion unique users visit YouTube each month. • Over 6 billion hours of video are watched each month on YouTube – 50% more than last year. • 80% of YouTube traffic comes from outside the US. • YouTube is localized in 61 countries and across 61 languages. • Travelers watch up to an hour of related YouTube videos before they book a trip. Sources: YouTube Statistics and SimpliFlying
  • How to optimize your travel videos and channel so people discover them • YouTube is the world’s second- largest search engine and its algorithm looks at relevance, upload date, watch time, and rating. • So, conduct keyword research using YouTube tools and then optimize each video’s title, description, tags, annotations, and captions, as well as your playlists and channel. • Then, upload frequently (a minimum of one video per week), make videos worth watching, and create content worth sharing. Sources: YouTube Creator Playbook and Greg Jarboe
  • Video SEO boosted Voyage Channel’s views from 168 to 119,067 a month Sources: YouTube and Video Marketing: An Hour a Day; and Voyage Channel launched in May 2009, had 1,510 views in February 2010 and 5,715,698 views in February 2014
  • How to get travelers who watch your videos to subscribe to your channel • Hook viewers from the start of your video to keep them watching. • Direct viewers during the video to take actions that can help build engagement and audience. • Keep your audience engaged and your channel active with regular uploads and programming activity that serves the interests of your subscribers. • Create and manage playlists to organize your videos and provide an extended viewing experience. • Create, release, and/or package content that is themed around tent-pole events. • Use YouTube Live to cover timely events and create new ways for your fans to interact with you. Source: YouTube Creator Playbook
  • Turkish Airlines Channel has 253.5 million views and 49,000 subscribers Source: http://www.youtube.com/user/TURKISHAIRLINES/featured
  • How to build a community on YouTube who will share your travel content • Interact with your audience, and build a community around your content on YouTube. • Work with other creators and cross-promote content between channels. • Leverage Facebook, Twitter, Google+, reddit, tumblr, Pinterest, LinkedIn, and other social media to build viewership and engage with your audience in new ways. • Share your content with relevant blogs, sites, and online communities. • Create promotional videos and use Fan Finder or pay to promote these on YouTube using AdWords for video. Sources: YouTube Creator Playbook and Greg Jarboe
  • Air New Zealand Channel has only 35.6 million views, but 23,400 subscribers Source: http://www.youtube.com/airnewzealand
  • There’s bad news for anyone involved in YouTube marketing and tourism • 100 hours of video are uploaded to YouTube every minute. • So, you can’t sit back and watch the view count rise. • Thousands of advertisers are using TrueView in-stream ads and 75% of these ads are now skippable. • And only a small percentage of the social videos from travel and transport brands are being shared a large number of times on Facebook and Twitter or in the blogosphere. Sources: YouTube Statistics and the Unruly Viral Video Chart
  • Many of the world’s largest airlines haven’t seen their videos takeoff yet Source: Custom Unruly Analytics chart of the share of shares in the Travel and Transport vertical from Feb. 17, 2013, to Feb. 17, 2014
  • Brands need at least one psychological trigger to achieve a high share rate Source: “The Science of Sharing”, An Unruly White Paper, July 2013
  • To achieve a high share rate, brands also need multiple social motivations Source: “The Science of Sharing”, An Unruly White Paper, July 2013
  • WestJet video has over 35.4 million views and almost 2.2 million shares Source: http://viralvideochart.unrulymedia.com/youtube?id=zIEIvi2MuEk
  • American Airlines video has less than 277,000 views and 18,000 shares Source: http://viralvideochart.unrulymedia.com/youtube?id=J-KD0PdI1Ek
  • “United Breaks Guitars” has almost 14 million views and over 202,000 shares Source: http://viralvideochart.unrulymedia.com/youtube?id=5YGc4zOqozo
  • And here’s where things get ugly for YouTube marketing and tourism: • 31% of internet users upload or post video online, so they’ll capture and share the next time “United Breaks Guitars”. • Created in 2007, the YouTube Partner Program now has more than a million creators from over 30 countries around the world earning money from their YouTube videos. • Thousands of channels are making six figures a year. • In fact, YouTube is radically transforming the travel and tourism industries. Sources: Pew Research Center, YouTube Statistics, and Pixability
  • Over 122,800 travel videos on 24,000 channels have almost 1.4 billion views Source: Custom study by Pixability, February 2014
  • Top 100 travel videos have an average of 2.6 million views and 41,500 shares Source: Custom study by Pixability, February 2014
  • Travel brands have created only 6 of the top 50 travel channels by views Source: Custom study by Pixability, February 2014
  • Travel brands have built just 5 of the top 50 travel channels by social shares Source: Custom study by Pixability, February 2014
  • The Louis Vuitton Channel has 67.8 million views and 65,800 subscribers Source: http://www.youtube.com/louisvuitton
  • Important tips, best practices, and strategies for travel brands on YouTube • Create more content • Shoot for video variety • Invest in channel management and video optimization • Engage with your YouTube audience • Convert YouTube views and audience engagement into sales Source: Custom study by Pixability, February 2014
  • I hope this helps travel brands deal with the good, the bad, and the ugly • Closing credits: – John Pasmore, Prior CEO and current board member of Voyage.tv – David Waterhouse, Global Head of Content and PR, and Louise Tullin, Marketing and Communications Director, EMEA, Unruly Media – Rob Ciampa, Chief Marketing Officer, Pixability