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Peter Lisney's presentation from the Telford & Wrekin CVS YouTube for your Business training session - June 21st 2011

Peter Lisney's presentation from the Telford & Wrekin CVS YouTube for your Business training session - June 21st 2011

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  • 1. YouTube For Business Peter Lisney © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 2. Today’s Workshop• Social Media Vs Website• What is YouTube• Planning a YouTube video• DIY or Professional• Shooting, editing and uploading• Optimising and promoting• What to do next © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 3. Social Media Vs. Website• Social media builds relationship, creates prospect and sends to website © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 4. Social Media Vs. Website• Website converts prospect from social media and advertising into sale or lead © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 5. Social Media Vs. Website• Social media holds onto customer, prompts them to buy again and helps them refer © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 6. What is YouTube?• Founded in 2005 in a garage• Bought by Google in 2006 for $1.65 billion• Up to 15 minutes video stored online• Free to watch, free to host videos• 2nd most popular search engine (after Google)• 40% of viewers aged over 35 © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 7. How YouTube is Used To Market• Brand awareness• Product advertising• Retail promotion• Direct sales• Product support• Internal training• Employee Communications• Recruiting © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 8. The YouTube Opportunity• 3rd most popular website in UK (behind Google and Facebook)• Few companies are uploading videos• Fewer companies know how to get their video seen• Easily integrated with your website as well as being seen on YouTube.com © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 9. RAF Cosford Museum © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 10. Alton Towers © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 11. 3 Effective Types of YouTube Video• Informative – News – Facts – Case studies• Educational – Instructional – How to• Entertaining – Go viral (if you’re lucky)! © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 12. Planning Your YouTube Video• Why video?• Who is your target market – niche?• What is your message? – What problem do you solve? – How do you solve it? – What makes you different? © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 13. Planning Your YouTube Video• What type of content will you use? – Informative http://www.youtube.com/watch?v=KjxcU63SzqI – http://www.youtube.com/watch?v=Fmg_dScxCIM&fe ature=related – Educational, ‘how to’ http://www.youtube.com/watch?v=rVi1Bp7dxdU – http://www.youtube.com/watch?v=3VLIy5n1q1I&feat ure=channel_video_title – Entertainment http://www.youtube.com/watch?v=qg1ckCkm8YI&fea ture=channel_video_title © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 14. Planning Your YouTube Video• Who will produce the video?• How long will it be?• How will you measure the results? © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 15. Measuring ROI Attention • Views • Likes Interest • Comments • Favourites Desire • Subscriptions • Website visits Action • Sales © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 16. Story Boarding © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 17. DIY or Professional?• Pro video – Looks first class – Reflects your image – Better creative• DIY – Low cost – Likely to produce more – Looks less commercial © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 18. DIY or Professional?• Information videos can be shot in a single take facing a tripod mounted camera or webcam• Education videos may require multiple shots and lots of editing• Entertaining videos risk putting egg on your face. Seek professional help © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 19. Equipment Required• Camera choice © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 20. Equipment Required• Essentials © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 21. Lighting Set Up © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 22. Screen Recording• Capture your mouse movements• Great for software training and demos © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 23. How to make DIY look professional• Go digital, widescreen and high definition• Use a tripod• Use an external microphone• Think about lighting• Don’t zoom and keep panning to a minimum• Keep it short and sweet – 1 to 3 minutes © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 24. How to make DIY look professional• Don’t have a distracting background• Have some movement• Cut between different angles (shoot video twice)• Use close-ups• Use rule of thirds when framing shots• Use a teleprompter (http://www.cueprompter.com/) © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 25. Editing Software• Microsoft Movie Maker• Free software with camera• Adobe Premiere Elements• Apple Final Cut Express• Sony Vegas Movie Studio HD• Pro options © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 26. The Edit• Start with a Title• Use a legal background music www.cuttothebeat.com• Keep transitions simple• Use other on screen graphics, e.g. Step 1…• Finish with web address and contact details• Keep it short © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 27. Recommended Settings• File format: MPEG-4, MPEG-2, or H.264• Resolution: 720p or 1080p• Aspect ratio: 16:9• Frame rate: 30 frames per second• Length: 1 to 3 minutes (max 15)• File size: Max 2GB• Audio format: MP3 © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 28. Upload and Optimise• Either uses or creates a Google account• Refer to your keyword research• Make your title keyword rich• Use keywords in the description and add web address, phone number, etc• Add keywords to the tags (as many as you can)• Choose category• Set privacy to ‘public’ © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 29. Dealing With Comments• Enable comments and video responses but moderate first• Enable voting, embedding and linking – this helps with optimisation © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 30. Your YouTube Channel• Personalise your channel – Colours – Background image – Desription• Communicate with subscribers and the wider community © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 31. Promoting Your YouTube Videos• Embed videos in your website• Add links to your YouTube channel• Get other people to link to you• Email your customers• Promote on Facebook and Twitter• Promote with YouTube pay per click advertising © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 32. YouTube Promoted Videos• Similar to Google Adwords• Only pay when someone clicks• You set the budget – as little as 10p per day• Add a Call to Action Overlay to your video © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 33. YouTube Promoted Videos © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 34. Embedding a YouTube Video © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 35. Optimise Your Embedded Video• Use the word ‘video’ in the page title and headline• Use ‘keyword rich’ descriptive text next to the video (Google can’t read moving pictures)• Repeat the ‘call to action’ beneath the video © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 36. YouTube Success Keys• Be interesting• Keep it short• Make your message clear – one message per video• Don’t hard sell• Always include your web address• Optimise for search © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 37. Who Can Help (in Shropshire)?• 7 Video - Video in a day for £500 ex vat• This Can - Special Offer• Camrox - Budget video and YouTube optimisation from media student © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 38. A Bit About Business Pathfinder• Business development specialists who combine online and offline marketing to grow businesses• Website design• Internet marketing• Marketing planning and management• See www.BusinessPathfinder.co.uk• Or call 01952 427495 © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
  • 39. Any Questions © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney