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

Free Video Webinars

http://en.wikipedia.org/wiki/Comparison_of_web_conferencing_software

DimDim

Open source

Free

No download

Audio, video

Archivable

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

YouTube101: Video for Startups and Small Business

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