YouTube101: Video for Startups and Small Business

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  • + phillipu9966 Videasa 8 months ago
    Nice. Very thorough. Thanks.
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YouTube101: Video for Startups and Small Business - Presentation Transcript

  1. Multimedia 101 [aka "YouTube101”]
    • Pam Strayer
    • www.pamstrayer.com
    Copyright, 2008, Pam Strayer
  2. Presentation Overview
    • Multimedia: Audio, Video, Social Media
    • Strategy: Plan, Tools, Go!
    • Blog: www.YouTube101.tv
      • Find the presentation online
      • Links and lots of the demo videos
    Copyright, 2008, Pam Strayer
  3. Are You Ready to Play? Copyright, 2008, Pam Strayer
  4. And the answer is…
    • “ 13 hours every minute…”
    Copyright, 2008, Pam Strayer
  5. The question is...
    • How much video are people uploading to YouTube?
    Copyright, 2008, Pam Strayer
  6. To You Tube and Beyond Copyright, 2008, Pam Strayer
  7. CNN versus YouTube
  8. Business and Video
    • Video = lingua franca of business communication
    • Mainstream business news
      • WSJ
      • NYT
    Copyright, 2008, Pam Strayer
  9. Influence, Influence, Influence
    • Rejected for TV
    Copyright, 2008, Pam Strayer
    • Cannes Winner
  10. Why use video?
    • It’s the most powerful on-demand communication platform ever created (OPA study)
    • It can be viral
    • It’s high impact
    • Get ready: it will also scale well in a mobile phone world
    Copyright, 2008, Pam Strayer
  11. Adoption Rates Vary
    • Startups
    • Small Business
    • Corporate America
    Copyright, 2008, Pam Strayer
  12. “ White paper, webinar or web video?” Copyright, 2008, Pam Strayer
  13. Startups: Web Video Rules Copyright, 2008, Pam Strayer
  14. Small Businesses: Smart Ones Copyright, 2008, Pam Strayer VIDEO
  15. Lumbering Beasts
    • Big Business obstacles
      • Still think video is expensive
      • Culture of not communicating in video
      • Bandwidth, IT deployment
      • Security versus ASP model
      • Lack of teenagers
    • These are all pluses for startups and small businesses
    Copyright, 2008, Pam Strayer
  16. Front Runners
    • Cisco
    Copyright, 2008, Pam Strayer
  17. Front Runners
    • Google Apps/Business Video (Private Label YouTube, ASP model)
    Copyright, 2008, Pam Strayer
  18. Strategy
    • Your Site
    • Online Marketing
    Copyright, 2008, Pam Strayer
  19. Advantage: New, Nimble
    • Web video more widely and more effectively by newest players
    • Master these tools and...
    • You Have the Advantage
    Copyright, 2008, Pam Strayer
  20. So Many Uses, So Little Time
    • For Small Businesses
      • External
        • Marketing
        • Brand Enhancement
        • Support
      • Internal
        • Training and Support
        • New Employee Orientation Internal
        • Communications and Campaigns
    Copyright, 2008, Pam Strayer
  21. Today’s Focus
    • For Small Businesses
      • External
        • Marketing
        • Brand Enhancement
        • Support
      • Internal
        • Training and Support
        • New Employee Orientation Internal
        • Communications and Campaigns
    Copyright, 2008, Pam Strayer
  22. The Basics
    • Your Site
    • Home page: welcome, overview
    • Deeper pages: detailed product descriptions
    • Customer success stories
    • Podcasts (optional)
    Copyright, 2008, Pam Strayer
  23. Marketing Videos
    • Introduce yourself and your product/ service
      • Blendtec, Mentos/Diet Coke
    • Product overviews and tours
    • Attract and entertain customers
    • Profiles of your finished projects or service
    • Success stories from your customers *****
    Copyright, 2008, Pam Strayer
  24. Weekly Videos
    • Ongoing email campaigns
    • Weekly videos included
    Copyright, 2008, Pam Strayer
  25. 360 Marketing
    • Video is not the only platform
    • Define role of video in your plan
    Copyright, 2008, Pam Strayer
  26. Create a Plan and Grow It
    • Different businesses, different stages, different needs
      • Early stage startup
      • Startups
      • Small businesses
    Copyright, 2008, Pam Strayer
  27. Early Stage Startup
    • Target Audience: Angels and Investors
      • What is your product
      • Who is the team
      • Business model and business plan
      • Market opportunity
      • Demo of your product
      • Competitive analysis
      • Current investors’ stories
    Copyright, 2008, Pam Strayer
  28. Alpha/Beta Startup
    • Target Audience: Investors, Internal Team, Early Adopters
      • Product Demo
      • Recruit new employees
      • [Outsourcing?] Collaborating with global team members and archiving knowledge for future team members (video trail)
      • Buzz video for Techcrunchies of the world
    Copyright, 2008, Pam Strayer
  29. Small Business Strategy
    • Video on Your Site
      • Home Page
      • Demos
      • Success Stories
      • Social Media Video
    • Getting Traffic to Your Site
      • Video Ads
      • Social Media Video
    Copyright, 2008, Pam Strayer
  30. The Plan
    • Put time into your plans
    • Phase 1, 2, 3, etc.
    • Now, how to prioritize, execute?
    Copyright, 2008, Pam Strayer
  31. Make vs. Buy?
    • Make:
      • Pros
        • “Free”
        • Fewer limits to quantity
        • Embeddable
      • Cons
        • Production values
        • Your time better spent on the biz
    Copyright, 2008, Pam Strayer
    • Buy:
    • Pros
    • Production values
    • Gets it done
    • Low-cost
    • Cons
    • $800-$1,600 for basic package
    • One time only
  32. Making Choices
    • Spectrum, blended model
      • Make your own for certain audiences
      • Buy when you need professional polish
    Copyright, 2008, Pam Strayer
  33. Do It Yourself: Scalable
    • Range of skills and tools
    • Simple
      • Flip camcorder, YouTube
        • Pure Digital
      • Audio only, archivable
        • iTunes, Freeconferencecall
    Copyright, 2008, Pam Strayer
  34. Do It Yourself: Scalable
    • More simple tools
      • Webcasts with video, archivable
        • DimDim (free)
      • Live group video webcast
        • OpenACircle (free)
      • Video Collaboration Tools
        • Shwup, Market7
      • Slideshows -> video
        • Animoto
    Copyright, 2008, Pam Strayer
  35. The Flip
    • $100-170
    • Fits in your pocket
    • 30-60 minutes
    • Upload easily
    • Simplest camera ever
    • Largest selling camcorder on Amazon.com
    Copyright, 2008, Pam Strayer
  36. Audio
    • iTunes
    • $20 mike
    • Stick it in your computer
    • Self conscious? Get a friend to be your host, interviewer, co-conspirator
    Copyright, 2008, Pam Strayer
  37. Audio Only, Archivable Copyright, 2008, Pam Strayer
  38. Free Video Webinars
    • http://en.wikipedia.org/wiki/Comparison_of_web_conferencing_software
    Copyright, 2008, Pam Strayer
  39. DimDim
    • Open source
    • Free
    • No download
    • Audio, video
    • Archivable
    Copyright, 2008, Pam Strayer
  40. OpenACircle: Live Video Collab Copyright, 2008, Pam Strayer
  41. Great New Video Collaboration Tools
    • Consumer
      • Shwup.com
        • Pool, edit videos together from different sources
    • Prosumer
      • Market7.com
        • Streamlined 2.0 communications to collaborate over time and distance
    Copyright, 2008, Pam Strayer
  42. “Slideshow” Tools
    • Animoto
      • The Ultimate-Eye-Candy-Maker
      • Web video or DVD quality
        • Consumer $3 a video
        • Business $99 unlimited 3 months, $295 unlimited annual
      • Stock footage never looked this good
    Copyright, 2008, Pam Strayer
  43. Animoto Examples
    • Viral video, email marketing
      • Barker Lounge
    Copyright, 2008, Pam Strayer
    • Social Media: Bloggable
    • Techcrunch
  44. Animoto Virality
    • 2 million people joined when it caught on on Facebook
    • The biggest chunk came in the first three days
    Copyright, 2008, Pam Strayer
  45. Other No $ Options
    • Get someone else to interview you
      • Edith interviewed on Comcast
      • Newsworthy? TV news segment
    • Pros: Free, professional
    • Cons: You don’t control the content
    Copyright, 2008, Pam Strayer
  46. Buy: Scalable
    • Production Values
      • PBS: $10,000/minute
      • Straight interview: $1,000/minute
      • New online video production services: $800-1,600 packages (30-120 second spots)
      • Canned video ads
      • Slideshow ads as low as $3 each (Animoto)
    Copyright, 2008, Pam Strayer
  47. Old Way: Crew, Travel
    • $20,000+ for a four person crew to fly to your client’s
    • Travel costs
    • Big gear
    • Lots of edit decisions
    Copyright, 2008, Pam Strayer
  48. New Way: Local, One Person?
    • Jivox
      • Video stock
      • Make your own TV/online ad
    • Sagas
      • $800-1,600+ packages
    • Turnhere
      • $1,000+ packages
    Copyright, 2008, Pam Strayer
  49. Other Video Sources
    • Elance.com & Craigslist
    • Local TV school (find on current.tv how to be a producer section)
    • Any high school teenager, many offspring
    Copyright, 2008, Pam Strayer
  50. Distribution
    • Put it out there on your site
    • Post on YouTube, Google Video
    • Fill out your metadata!
    • AdWords - link to a video landing page
    Copyright, 2008, Pam Strayer
  51. Media Buying
    • Packages often couple production costs with a media buy for a very good deal
      • Online directory
      • TV
    • Your own media buy might be more effective
      • Google, Google, and Google
    • Do your own analysis of various options
    Copyright, 2008, Pam Strayer
  52. YellowPages.com
    • Bundles production and ad buy
      • 10 sites: yahoo, aol, yellowpages.com +
    • 2 options (12 month minimum)
      • Professional Video: $209/month
        • $2,508/year
      • Self Submit Video: $135/month
        • $1,620/year
    Copyright, 2008, Pam Strayer
  53. Success Stories
    • Jivox
      • Client: A small bed and breakfast
      • Got: Make it yourself video ad plus partner media buy
      • Launched: Locally targeted (3 states) TV and online newspaper ads on Wed. and Thurs.
      • Tripled traffic immediately; 100% occup.
      • Download Aug. 8, 2008 Wall Street Journal story (.pdf) on the Jivox web site
    Copyright, 2008, Pam Strayer
  54. Wrapping Up
    • Strategy and Plan
    • Tools and Execution
    • Distribution and Media Buy
    • = Traffic, customers and $$$
    Copyright, 2008, Pam Strayer
  55. Final Jeopardy Answer
    • “1992”
    Copyright, 2008, Pam Strayer
  56. The Question
    • When was the first video played on a computer?
    Copyright, 2008, Pam Strayer
  57. The Future’s So Bright
    • Have fun
    • Play with it
    • Enjoy
    Copyright, 2008, Pam Strayer
  58. Questions
    • More info:
      • www.youtube101.tv
      • Sign up for emails there
    • I offer classes and workshops
    • Consulting and production services
    Copyright, 2008, Pam Strayer
  59. The Saturdays Series ($295)
    • 3 Daylong Classes, 1 Webinar, Book
      • Digital Presence for Small Business
        • Site: Web, Social Media, Blogs, Audio and Video Plan
        • Advertising: Social Media, Online Ad Campaigns
      • Do It Yourself Video Production
        • Simple web videos and great online tools
      • Outsource It! Free or Cheap Video Productions
        • Don’t do it yourself ($0 to $1,600ish)
    Copyright, 2008, Pam Strayer
  60. Services
    • Video Coach
      • Personal trainer style, i.e.1-2 hours/week (phone or online webinar meeting, or in person in Oakland)
      • Packages: 10 hours, $1,000; 20 hours, $1,800
        • Conference 10% off special: 10 hours, $900; 20 hours, $1,600
      • Also coach on blogs & audio & social media
    • Consulting
      • Strategy and plan
      • Collaborate, co-produce, co-create
        • Outsource to lowest cost vendors internationally
      • Hourly or project rate
    Copyright, 2008, Pam Strayer
  61. Contact Information
    • Pam Strayer
    • www.pamstrayer.com
    • www.youtube101.tv
    • [email_address]
    • 510.213.9525
    Copyright, 2008, Pam Strayer

+ Pam StrayerPam Strayer, 2 years ago

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