YouTube101: Video for Startups and Small Business

Multimedia 101 [aka "YouTube101”]
Pam Strayer
www.pamstrayer.com
Copyright, 2008, Pam Strayer

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

Are You Ready to Play? Copyright, 2008, Pam Strayer

And the answer is…
“ 13 hours every minute…”

The question is...
How much video are people uploading to YouTube?

To You Tube and Beyond Copyright, 2008, Pam Strayer

CNN versus YouTube

Business and Video
Video = lingua franca of business communication
Mainstream business news
WSJ
NYT

Influence, Influence, Influence
Rejected for TV
Cannes Winner

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

Adoption Rates Vary
Startups
Small Business
Corporate America

“ White paper, webinar or web video?” Copyright, 2008, Pam Strayer

Startups: Web Video Rules Copyright, 2008, Pam Strayer

Small Businesses: Smart Ones Copyright, 2008, Pam Strayer VIDEO

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

Front Runners
Cisco

Front Runners
Google Apps/Business Video (Private Label YouTube, ASP model)

Strategy
Your Site
Online Marketing

Advantage: New, Nimble
Web video more widely and more effectively by newest players
Master these tools and...
You Have the Advantage

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

Today’s Focus
For Small Businesses
External
Marketing
Brand Enhancement
Support
Internal
Training and Support
New Employee Orientation Internal
Communications and Campaigns

The Basics
Your Site
Home page: welcome, overview
Deeper pages: detailed product descriptions
Customer success stories
Podcasts (optional)

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 *****

Weekly Videos
Ongoing email campaigns
Weekly videos included

360 Marketing
Video is not the only platform
Define role of video in your plan

Create a Plan and Grow It
Different businesses, different stages, different needs
Early stage startup
Startups
Small businesses

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

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

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

The Plan
Put time into your plans
Phase 1, 2, 3, etc.
Now, how to prioritize, execute?

Make vs. Buy?
Make:
Pros
“Free”
Fewer limits to quantity
Embeddable
Cons
Production values
Your time better spent on the biz
Buy:
Pros
Production values
Gets it done
Low-cost
Cons
$800-$1,600 for basic package
One time only

Making Choices
Spectrum, blended model
Make your own for certain audiences
Buy when you need professional polish

Do It Yourself: Scalable
Range of skills and tools
Simple
Flip camcorder, YouTube
Pure Digital
Audio only, archivable
iTunes, Freeconferencecall

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

The Flip
$100-170
Fits in your pocket
30-60 minutes
Upload easily
Simplest camera ever
Largest selling camcorder on Amazon.com

Audio
iTunes
$20 mike
Stick it in your computer
Self conscious? Get a friend to be your host, interviewer, co-conspirator

Audio Only, Archivable Copyright, 2008, Pam Strayer

Free Video Webinars
http://en.wikipedia.org/wiki/Comparison_of_web_conferencing_software

DimDim
Open source
Free
No download
Audio, video
Archivable

OpenACircle: Live Video Collab Copyright, 2008, Pam Strayer

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

“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

Animoto Examples
Viral video, email marketing
Barker Lounge
Social Media: Bloggable
Techcrunch

Animoto Virality
2 million people joined when it caught on on Facebook
The biggest chunk came in the first three days

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

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)

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

New Way: Local, One Person?
Jivox
Video stock
Make your own TV/online ad
Sagas
$800-1,600+ packages
Turnhere
$1,000+ packages

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

Distribution
Put it out there on your site
Post on YouTube, Google Video
Fill out your metadata!
AdWords - link to a video landing page

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

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

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

Wrapping Up
Strategy and Plan
Tools and Execution
Distribution and Media Buy
= Traffic, customers and $$$

Final Jeopardy Answer
“1992”

The Question
When was the first video played on a computer?

The Future’s So Bright
Have fun
Play with it
Enjoy

Questions
More info:
www.youtube101.tv
Sign up for emails there
I offer classes and workshops
Consulting and production services

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)

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

Contact Information
Pam Strayer
www.pamstrayer.com
www.youtube101.tv
[email_address]
510.213.9525

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YouTube101: Video for Startups and Small Business

by Strayer & Co., Inc. (Consulting and Speaking), U.C. Berkeley Extension, More on Oct 24, 2008

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YouTube101: Video for Startups and Small Business — Presentation Transcript