5 “Must Know” Tips To Generate Buzz on YouTube   Raise Your Marketing IQ   webinar series
About Us Amanda O’Brien Inbound Marketing Manager Hall Web Services www.hallme.com
Road Map <ul><li>What is YouTube for? </li></ul><ul><li>What is “new” or “inbound” marketing </li></ul><ul><li>Benefits of...
What You Know About YouTube <ul><li>Watch Videos </li></ul><ul><li>Share Videos </li></ul><ul><li>Time waster </li></ul><u...
What You May NOT Know <ul><li>Poll of 400 senior marketing and media executives, 67% identified online video as a primary ...
Inbound Marketing Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads ...
Benefits of Using Video <ul><li>Visual Learners </li></ul><ul><li>Storytelling </li></ul><ul><li>Mix it up </li></ul><ul><...
How to Make a Good YouTube Video <ul><li>Be professional (quality) </li></ul><ul><li>Stay focused – short and sweet (you d...
Create a Channel <ul><li>Sign up </li></ul><ul><li>Username - branding </li></ul><ul><li>Key word dense description </li><...
Making a YouTube Channel ( http://www.youtube.com/user/greenpeaceusa)
Tools You Need
Tools you need <ul><li>Ideas </li></ul><ul><li>Creativity </li></ul><ul><li>Video camera? Flip Cam? Web cam?  </li></ul><u...
<ul><li>Outline or Script </li></ul><ul><li>Know your shots </li></ul><ul><li>Keep it timely </li></ul>Photo credit: http:...
Content
Content Possibilities <ul><li>Improve customer service </li></ul><ul><li>Reduce ad spend? HUGE example Evian Water </li></...
Content Ideas <ul><li>Presentations </li></ul><ul><li>Training videos </li></ul><ul><li>Help </li></ul><ul><li>Marketing <...
5 Tips to generate buzz on YouTube
#1 Have a Plan
Have a Plan <ul><li>Objectives </li></ul><ul><li>Goals </li></ul><ul><li>Measure Your Results </li></ul>
Plan: Objectives <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? And by when? </li></ul><ul><li>...
Plan: Goals
Plan: Goals <ul><li>Brand recognition </li></ul><ul><li>Traffic to website </li></ul><ul><li>Engage marketplace </li></ul>...
Plan: What are you going to measure? Popularity: <ul><li>Views – more views = more search </li></ul><ul><li>Subscribers </...
Plan: Measure with YouTube Insights <ul><li>Free tool </li></ul><ul><li>How often videos are viewed in different geographi...
#2 Be Original
Be Original <ul><li>Competitors, other industries great for ideas </li></ul><ul><li>Do what someone else did but better </...
#3 Focus on the First 10 Seconds
Focus on the first 10 seconds <ul><li>You have 10 seconds to make your impression </li></ul><ul><li>Intros statistically d...
#4 Create Something Valuable
Create something valuable <ul><li>People want to share </li></ul><ul><li>Something useful </li></ul><ul><li>Something peop...
#5 Promote
Promote <ul><li>Social Media </li></ul><ul><li>Website </li></ul><ul><li>Enewsletter </li></ul><ul><li>Marketing pieces </...
Promote: Social Media <ul><li>Facebook, Twitter, LinkedIn etc. </li></ul><ul><li>Tubemogul </li></ul><ul><li>Use a URL sho...
Promote: Own search terms <ul><li>Find search term </li></ul><ul><li>Know how your customers are searching </li></ul><ul><...
SEO for your videos <ul><li>Video title </li></ul><ul><ul><li>Informational – to be found </li></ul></ul><ul><ul><li>Viral...
Embedding your video
Going Viral <ul><li>What does going viral mean to you? </li></ul><ul><li>Content, content, content </li></ul><ul><li>Fresh...
Benefits of non-viral <ul><li>A picture is worth a thousand words </li></ul><ul><li>Give your company a voice </li></ul><u...
Will it Blend <ul><li>Blendtec Blenders </li></ul><ul><li>Brand Recognition </li></ul><ul><li>“ GREAT! Here is $50” </li><...
Citrix <ul><li>Product demos </li></ul><ul><li>Employee manual </li></ul><ul><li>Users using products </li></ul>Interview ...
Recap <ul><li>Social media is becoming a powerful marketing tool </li></ul><ul><li>People relate to video </li></ul><ul><l...
Learn More <ul><li>World Wide Rave – David Meerman Scott </li></ul><ul><li>YouTube for Business – Michael Miller </li></ul...
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5 “Must Know” Tips To Generate Buzz on YouTube

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YouTube is the third most visited site on the Internet and for little to no cost you can turn this free site into a successful marketing tool for your business. Users view, comment, share, educate themselves and embed millions of videos a day. Learn what makes YouTube work for business and 5 must-have tips to ensure your YouTube strategy is successful.

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  • 5 “Must Know” Tips To Generate Buzz on YouTube

    1. 1. 5 “Must Know” Tips To Generate Buzz on YouTube Raise Your Marketing IQ webinar series
    2. 2. About Us Amanda O’Brien Inbound Marketing Manager Hall Web Services www.hallme.com
    3. 3. Road Map <ul><li>What is YouTube for? </li></ul><ul><li>What is “new” or “inbound” marketing </li></ul><ul><li>Benefits of YouTube </li></ul><ul><li>How to get started </li></ul><ul><li>Tools you need </li></ul><ul><li>5 Tips to Generate Buzz </li></ul><ul><li>Case studies </li></ul>
    4. 4. What You Know About YouTube <ul><li>Watch Videos </li></ul><ul><li>Share Videos </li></ul><ul><li>Time waster </li></ul><ul><li>Social Media </li></ul><ul><li>Viral Videos </li></ul>
    5. 5. What You May NOT Know <ul><li>Poll of 400 senior marketing and media executives, 67% identified online video as a primary focus of their 2009 digital marketing campaigns </li></ul><ul><li>4th most visited site on the Internet (above MSN and Live.com) </li></ul><ul><li>13 Hours of video uploading to YOUTUBE every minute* </li></ul><ul><li>100,000 YouTube Videos viewed per day* </li></ul>* http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011
    6. 6. Inbound Marketing Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>New/Inbound Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Online Videos </li></ul>An Interaction An Interruption
    7. 7. Benefits of Using Video <ul><li>Visual Learners </li></ul><ul><li>Storytelling </li></ul><ul><li>Mix it up </li></ul><ul><li>New touch point </li></ul><ul><li>Content more important then budget </li></ul><ul><li>Brand </li></ul><ul><li>Move traffic to your site </li></ul><ul><li>Easy to share </li></ul><ul><li>Build trust with your audience </li></ul>“ 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
    8. 8. How to Make a Good YouTube Video <ul><li>Be professional (quality) </li></ul><ul><li>Stay focused – short and sweet (you do have 10 minutes) </li></ul><ul><li>Make it useful </li></ul><ul><li>Inexpensive </li></ul><ul><li>Simple distribution </li></ul><ul><li>Sound is very important </li></ul><ul><li>Be yourself </li></ul>
    9. 9. Create a Channel <ul><li>Sign up </li></ul><ul><li>Username - branding </li></ul><ul><li>Key word dense description </li></ul><ul><li>Website </li></ul><ul><li>Keywords </li></ul><ul><li>Location </li></ul><ul><li>Education, Interests etc. etc. etc </li></ul><ul><li>Have a channel? Upgrade </li></ul>
    10. 10. Making a YouTube Channel ( http://www.youtube.com/user/greenpeaceusa)
    11. 11. Tools You Need
    12. 12. Tools you need <ul><li>Ideas </li></ul><ul><li>Creativity </li></ul><ul><li>Video camera? Flip Cam? Web cam? </li></ul><ul><li>External microphone jack </li></ul><ul><li>Microphone? </li></ul><ul><li>Editing software? </li></ul><ul><li>Tripod? Great if one person </li></ul><ul><li>Screen recording? Camtasia </li></ul>
    13. 13. <ul><li>Outline or Script </li></ul><ul><li>Know your shots </li></ul><ul><li>Keep it timely </li></ul>Photo credit: http://www.flickr.com/photos/australian-war-memorial/3527157206/ Staying Organized
    14. 14. Content
    15. 15. Content Possibilities <ul><li>Improve customer service </li></ul><ul><li>Reduce ad spend? HUGE example Evian Water </li></ul><ul><li>Brand recognition </li></ul><ul><li>Put a face to your brand </li></ul>
    16. 16. Content Ideas <ul><li>Presentations </li></ul><ul><li>Training videos </li></ul><ul><li>Help </li></ul><ul><li>Marketing </li></ul><ul><li>Events </li></ul><ul><li>Interviews with experts (pssst... you are an expert too) </li></ul><ul><li>Contests </li></ul><ul><li>Video Blog </li></ul><ul><li>Testimonials </li></ul><ul><li>Message from the president </li></ul><ul><li>Shy? Screen recordings </li></ul>
    17. 17. 5 Tips to generate buzz on YouTube
    18. 18. #1 Have a Plan
    19. 19. Have a Plan <ul><li>Objectives </li></ul><ul><li>Goals </li></ul><ul><li>Measure Your Results </li></ul>
    20. 20. Plan: Objectives <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? And by when? </li></ul><ul><li>How does this fit in with your business? </li></ul><ul><li>Who is your audience and what do they want to hear? </li></ul><ul><li>What would be a success to you? </li></ul><ul><li>What is your strategy? </li></ul><ul><li>Company policies? </li></ul><ul><li>What works for you is different </li></ul>
    21. 21. Plan: Goals
    22. 22. Plan: Goals <ul><li>Brand recognition </li></ul><ul><li>Traffic to website </li></ul><ul><li>Engage marketplace </li></ul><ul><li>Bring life to products and topics </li></ul><ul><li>Inquiries </li></ul><ul><li>“ Buy” the story </li></ul>
    23. 23. Plan: What are you going to measure? Popularity: <ul><li>Views – more views = more search </li></ul><ul><li>Subscribers </li></ul><ul><li>Channel Views </li></ul>Engaging: <ul><li>Comments </li></ul><ul><li>Favorite </li></ul><ul><li>Reviews </li></ul><ul><li>Embeds </li></ul><ul><li>Link Backs </li></ul><ul><li>Social Media Posting </li></ul><ul><li>Landing pages </li></ul>
    24. 24. Plan: Measure with YouTube Insights <ul><li>Free tool </li></ul><ul><li>How often videos are viewed in different geographic regions </li></ul><ul><li>How long it takes for a video to become popular </li></ul><ul><li>What happens to video views as popularity peaks </li></ul>
    25. 25. #2 Be Original
    26. 26. Be Original <ul><li>Competitors, other industries great for ideas </li></ul><ul><li>Do what someone else did but better </li></ul><ul><li>What makes you and your company unique? </li></ul><ul><li>Find your voice </li></ul>Photo credit: http://www.flickr.com/photos/pmtorrone/6208920/sizes/l/
    27. 27. #3 Focus on the First 10 Seconds
    28. 28. Focus on the first 10 seconds <ul><li>You have 10 seconds to make your impression </li></ul><ul><li>Intros statistically don’t work </li></ul><ul><li>Save ‘who we are’ information till the end </li></ul>
    29. 29. #4 Create Something Valuable
    30. 30. Create something valuable <ul><li>People want to share </li></ul><ul><li>Something useful </li></ul><ul><li>Something people will return to </li></ul><ul><li>Call to action at the end of the video </li></ul>Photo credit: http://www.flickr.com/photos/10ch/3347658610/
    31. 31. #5 Promote
    32. 32. Promote <ul><li>Social Media </li></ul><ul><li>Website </li></ul><ul><li>Enewsletter </li></ul><ul><li>Marketing pieces </li></ul><ul><li>Email footer </li></ul><ul><li>Blogs </li></ul><ul><li>Own keyword search terms </li></ul>
    33. 33. Promote: Social Media <ul><li>Facebook, Twitter, LinkedIn etc. </li></ul><ul><li>Tubemogul </li></ul><ul><li>Use a URL shortener to share link and track (bit.ly) </li></ul><ul><li>Ask your network </li></ul>
    34. 34. Promote: Own search terms <ul><li>Find search term </li></ul><ul><li>Know how your customers are searching </li></ul><ul><li>Great for </li></ul><ul><ul><li>How to's (switch a roll of paper) </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Product demos </li></ul></ul>
    35. 35. SEO for your videos <ul><li>Video title </li></ul><ul><ul><li>Informational – to be found </li></ul></ul><ul><ul><li>Viral – to be clicked on </li></ul></ul><ul><li>Video description </li></ul><ul><ul><li>Add a link </li></ul></ul><ul><li>Keywords </li></ul><ul><li>Tagging </li></ul><ul><ul><li>Not public </li></ul></ul><ul><ul><li>What videos show up near your video </li></ul></ul>
    36. 36. Embedding your video
    37. 37. Going Viral <ul><li>What does going viral mean to you? </li></ul><ul><li>Content, content, content </li></ul><ul><li>Fresh, daring, exciting, funny </li></ul><ul><li>Get it out to industry influencers </li></ul><ul><li>Make it share-able </li></ul><ul><li>Track progress – respond quickly </li></ul><ul><li>World Wide Rave – David Meerman Scott </li></ul>“ 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
    38. 38. Benefits of non-viral <ul><li>A picture is worth a thousand words </li></ul><ul><li>Give your company a voice </li></ul><ul><li>The views keep coming </li></ul>Texas Instruments – Thank an engineer <ul><li>March Campaign Results </li></ul><ul><ul><li>151,000 Video Views </li></ul></ul><ul><ul><li>25,000 Further action/landing page </li></ul></ul><ul><ul><li>Average time on site 4:21 </li></ul></ul>
    39. 39. Will it Blend <ul><li>Blendtec Blenders </li></ul><ul><li>Brand Recognition </li></ul><ul><li>“ GREAT! Here is $50” </li></ul><ul><li>Retail up 700% in 2 years </li></ul><ul><li>Over 7 mil views </li></ul><ul><li>Media coverage </li></ul><ul><li>SEO </li></ul>
    40. 40. Citrix <ul><li>Product demos </li></ul><ul><li>Employee manual </li></ul><ul><li>Users using products </li></ul>Interview with Wes Wasson, senior VP-CMO Citrix http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100106/FREE/912019981
    41. 41. Recap <ul><li>Social media is becoming a powerful marketing tool </li></ul><ul><li>People relate to video </li></ul><ul><li>Easy and inexpensive to do effectively </li></ul><ul><li>Strategy and Goals </li></ul><ul><li>Be original </li></ul><ul><li>Focus on first 10 seconds </li></ul><ul><li>Create something valuable </li></ul><ul><li>Promote </li></ul><ul><li>Viral and Non-viral are both important </li></ul>Photo credit: http://www.flickr.com/photos/deapeajay/3016206629/
    42. 42. Learn More <ul><li>World Wide Rave – David Meerman Scott </li></ul><ul><li>YouTube for Business – Michael Miller </li></ul><ul><li>Steve Garfield – stevegarfield.com </li></ul>
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