[Hall Web SVC] Bcast Your Biz YouTube

Broadcast Your Business - Adding YouTube to Your Marketing Strategy Hall Web Services

Who We Are Amanda O'Brien Inbound Marketing Manager [email_address] @amanda_pants
Hall Web Services
www.hallme.com
10+ Years in Business
@Hall_Web Kyle Pouliot Inbound Marketing Specialist [email_address] @kyyuulle Fred Greenhalgh Internet Marketing Manager [email_address] @finalrune Jonas Levasseur Vice President Hall Web Services Video Production Manager [email_address]

Who You Are
Small Business Owners
Start-ups
Entrepreneurs
Marketing Professionals
Social Networking experts and/or novices
Professional videographers/photographers
I won an Oscar!

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 4th most visited site on the Internet (above MSN and Live.com) 13 hours of video uploading to YouTube every MINUTE* 100,000 YouTube Videos viewed per day* Last month (July 2009) YouTube had its biggest month EVER 85.1 million U.S. visitors http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090106/FREE/901069995/1078/newsletter011

What we are going to talk about
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
Case studies
“ Don't focus on understanding how to use the individual tools, focus on understanding WHY people are using the tools.” - Mack Collier Viral garden

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

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 Social Networking

People are looking BEFORE they buy
Give them something to find
Corporate transparency
Customers preview products and SELLERS – About Us
Each experience changes users perspectives and expectations
Research Buying

Research Buying and video
Corporate Transparency
Personalized Buying
Lowering Risk
People do business with PEOPLE!

How Social Media Got Started
Internet Commerce
Product Reviews
Validation
Why stop there
News
Events
Services

Shift in Power
Buyer has more power than the seller
We value the opinion of others when we buy
Ability to converse with hundreds before a purchase
Find what I want – Validate the Purchase – Buy it
Used to put content out to networks. Now the networks are the content producers
Conversation vs. Presentation

" Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are in control ". Rupert Murdoch Chairman and CEO, News Corp. #2 of Fortunes 25 most powerful people in business

Source: Nielsen Online http://www.clickz.com/3633357 http://blog.nielsen.com/nielsenwire/tag/total-us-television-viewers/ 114.2 million 156.7 million Users vs. Viewers More Internet Users than TV household subscribers

You Tube Basics
Be professional (quality)
Stay focused – short and sweet (you do have 10 minutes)
Make is useful
Inexpensive
Simple distribution
Appeals to visual learners
Focus on the first 10 seconds (capture)
Be yourself
Photo credit: http://www.flickr.com/photos/54939367@N00/2223058951/

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 measurement tools are you going to use?
What is your strategy? And company policies?
What works for you is different
What are you going to measure?
Check back and start over
“ Hope is not a strategy” - Marta Kagan Social Media Evangelist | Online Marketing Pro

Measurable Goals
Views – more views = more search
Subscribers
Channel Views
Popularity:

Measurable Goals Engaging:
Comments
Favorites
Reviews
Embeds
Link Backs
Social Media Posting
Landing pages

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
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.flickr.com/photos/29629687@N08/3772083840/

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
Talk to Fred

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

Video Formats
Windows format for the web
.WMV
Apple format for iTunes and the web
.MOV
Apple format for iTunes, iPods, iPhones
.MV4
Flash – use for web posting, 99% compatibility
Upload to YouTube, Blip.tv, Vimeo and they format

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

Uploading a video

Copyright Infringement Notification

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

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

Making a channel – why not?

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

Have a channel? Upgrade now
www.youtube.com/my_profile
Upgrade my channel
Setting, Themes and colors, modules
Background image - 256k

Playlists
Quick list of videos you want to save
Play back to back
Setup to play on profile
Public or private
Separate by content and categories
Great for company video resource library

Embedding into your site

Rating and commenting
Must be registered user
Links back to your channel
Lets people know what users like
Active member of community
Delete

Sharing your 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
No one cares about your products but you
No coercion required
Lose control
Put down roots
Create triggers that urge people to share
Point the world to your virtual doorstep
“ 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
Good for company culture

Texas Instruments Thank an Engineer Develops analog, digital signal processing, RF and DLP® semiconductor technologies that help customers deliver consumer and industrial electronics products Objective: “Our objectives were to show design engineers that TI “gets” them and that we appreciate their role in bringing today’s innovations to all of us. We also hoped to build brand loyalty.” - Amber Pizano TI
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
Search listings
Right side ads
In video ads
Home page listing

Blip.tv
Stats a little detailed
Supports almost all video formats
No size limitation
Videos backed up
Custom thumbnails
Download options
Don't have to login or be user to leave comments
Video descriptions in rich text
Maintains video quality (you tube compress 320x240)

Vimeo
High quality video - HD
Community versus users – like Flickr
Non-commercial use only
More family oriented
Easier to upload and use

Tube Mogul
Free
Deploys to popular video sites
Metrics
Track competitor videos

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
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/

Q&A Amanda O'Brien Inbound Marketing Manager [email_address] @amanda_pants
Hall Web Services
www.hallme.com
10+ Years in Business
@Hall_Web Kyle Pouliot Inbound Marketing Specialist [email_address] @kyyuulle Fred Greenhalgh Internet Marketing Manager [email_address] @finalrune Jonas Levasseur Vice President Hall Web Services Video Production Manager [email_address]

[Hall Web SVC] Bcast Your Biz YouTube

by howsocial 문충실 on Sep 25, 2010

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[Hall Web SVC] Bcast Your Biz YouTube — Presentation Transcript