Pixability TV Episode 16: No More Cats on Skateboards: Effective YouTube Strategy for Business

2,435 views

Published on

To gain access to the full video recording, register for free access at:
http://pixvid.tv/Xy1FrJ

YouTube is one of the most powerful business marketing tools available today. Unfortunately, most companies do a lousy job using it. Too many organizations simply upload videos to YouTube, do nothing to leverage the power of the platform, and then complain loudly when nothing happens. Unlike posting videos of your favorite family pet doing something whimsical, you must take a different approach when using YouTube for business. The results can be dramatic.

This webinar examines the art and science of effective online video marketing with YouTube. The results are based on our experience with hundreds of users and our industry-leading studies of 3,000 YouTube businesses.

Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,435
On SlideShare
0
From Embeds
0
Number of Embeds
688
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Pixability TV Episode 16: No More Cats on Skateboards: Effective YouTube Strategy for Business

  1. 1. X Webinar December 7, 2011 No More Cats on Skateboards:Effective YouTube Strategy for Business 1
  2. 2. Agenda  •  The  Business  Challenge  •  The  YouTube  Blockbuster    •  The  Video  “Problem”  •  YouTube  Strategic  Framework  •  Taking  Ac?on   Our  Goal?   Help  You  Effec?vely  Use   YouTube  to  Drive  Business   Company Confidential 2
  3. 3. Pixability:  Background  •  A  Video  Marke?ng  Company  •  MIT  Spin-­‐off  Headquartered  in  Cambridge,  MA  •  Flagship  Caffeine  Video-­‐Marke?ng  SoRware  PlaSorm  •  Promote  and  Op?mize  Your  Videos  If  They  Don’t  Perform  •  Produce  Videos  if  You  Don’t  Have  Any  (or  Want  More)  •  500  Clients  •  1,000+  videos  produced  •  3,000  YouTube  Channels  Analyzed   3
  4. 4. Upcoming  Book  (April  2012)   4
  5. 5. Business  Ques?on  #1   If  someone  offered   you  one  of  the  most   powerful  business   tools  available  for   free  with  no  strings   abached,  would  you   take  it?     5
  6. 6. Business  Ques?on  #2   If  you  were  looking   to  grow  your   business  and  you   didn’t  have  the  ?me   or  resources  to  use   the  most  powerful   tools  to  help  you   would  you  be   frustrated?   6
  7. 7. Welcome  to…     7
  8. 8. Why  Should  You  Care?   •  World’s  2nd  largest   search  engine   •  Works  with  mobile   •  Con?nues  to  evolve   8
  9. 9. Where  to  Put  Your  Video   Your  Video   “Posting” “Hosting” Public video sharing Dedicated player on your platforms website
  10. 10. So  What’s  the  Problem???  •  Academy  Award  Effect   –  “If  it’s  not  Avatar  or  Incep+on  grade,  I’m  not  pos?ng.”  •  Video  Produc?on  Myopia   –  “But  we  spent  so  much  ?me  and  money  doing  our  videos.  We’re   finished  now.”  •  Virali?s   –  “My  CEO  says  I  need  to  produce  videos  that  go  viral.”  •  Dump  it  on  YouTube  Syndrome   –  “We  put  videos  on  YouTube  and  nothing  happened.”  •  Social  Media  Hangover   –  “Didn’t  get  any  results  from  twee?ng  and  blogging  either.”  •  Master  of  My  Web  Domain   –  “I  have  a  website  with  flash,  do  SEO,  and  buy  Google  AdWords.”   10
  11. 11. What  to  Expect:  Total  Views  per  Video   Online Video 1.5%  0.2%   Grader Result <100   8.8%   between  100  and  1000   27.6%   between  1000  and  10000   24.1%   between  10000  and  100000   between  100,000  and   37.8%   1,000,000   >1000000  •  65%  of  YouTube  videos  get  fewer  than  1000  views  •  Only  1.7%  get  more  than  100,000  views     Sample  basis:  Marke?ng-­‐oriented  YouTube  channels  (not  private  users)  
  12. 12. Solu?on  Roadmap  •  It’s  ?me  to  add  video  marke?ng  to  your  video   produc?on  repertoire  •  It’s  ?me  to  add  YouTube  to  your  strategy  •  It’s  ?me  to  tell  you  how   12 12
  13. 13. The  Pixability  YouTube  Strategic  Framework   Content   Sharing   Community   YouTube   SEO   Paid  Ads   13
  14. 14. Traffic  Sources  for  YouTube  Videos   Online Video Traffic  source   Grader Result 40%   34%   35%   30%   25%   21%   20%   15%   13%   13%   12%   10%   7%   5%   0%   Other   Embedded   External  links   Search   Paid   Mobile   YouTube   player  on   (incl.  social   adver?sing   pages   external  site   media)  Source:  Sample  of  Pixability  clients  
  15. 15. Content  1.  Produce  a  lot  of  videos  2.  Produce  several  different  types  of  videos  3.  Present  your  content  on  a  well-­‐managed  channel   Content   Sharing   Community   YouTube   SEO   Paid  Ads   15
  16. 16. The  Best  Video  Marketers    Produce  Many  Videos   Online Video Average  Number  of  YouTube  Videos  per  Channel   Grader Result200   181  180  160  140  120  100   80   60   40   29   20   0   Top  Quar?le   Bobom  Quar?le  Source:  Pixability  Online  Video  Grader  
  17. 17. The  Best  Video  Marketers     Produce  More  Different  Video  Types   Online Video Grader Result Average  shortest  video   Average  longest  video   29s   Best  Channels     1190s   (Top  Quar?le)   81s   Worst  Channels   364s   (Bobom  Quar?le)   Length  (seconds)   •  The  most  successful  YouTube  channels  use  a  broader  range  of   video  lengths.     •  This  corresponds  to  a  broader  range  of  different  video  types  –   anything  from  quick  promo?ons  to  long-­‐form  educa?onal  videos.  Source:  Pixability  Online  Video  Grader  
  18. 18. Video  Length  Distribu?on   10.00%   9.00%   8.00%   7.00%   6.00%   5.00%   Successful  videos   Average  videos   4.00%   3.00%   2.00%   1.00%   0.00%   0   10   20   30   40   50   60   70   80   90  100  110  120  130  140  150  160  170  180  190  200  210  220  230  240  250  260  270  280  290  300  310  320  330  340  350  360   •  The  most  successful  videos  (10,000+  views)  use  standard  TV   commercial  formats  far  less.  They  more  frequently  use  a  3-­‐5   minute  format.  Source:  Pixability  Online  Video  Grader  
  19. 19. YouTube’s  New  Channel  Layout   19
  20. 20. The  Importance  of  Playlists   20
  21. 21. Community  1.  Encourage  subscrip?ons  2.  Interact  with  commenters  3.  Be  generous  with  friend  requests,  subscribing,  and   other  outreach   Content   Sharing   Community   YouTube   SEO   Paid  Ads   21
  22. 22. Subscribers   22
  23. 23. Subscrip?ons  and  Social  Updates:  Front  and  Center   23
  24. 24. Sharing  1.  Promote  your  videos  on  Facebook,  Twiber,  and   LinkedIn  2.  Embed  videos  so  that  views  count  for  your   YouTube  score  3.  Use  videos  in  your  email  marke?ng  campaigns   Content   Sharing   Community   YouTube   SEO   Paid  Ads   24
  25. 25. The  Best  YouTube  Marketers    Use  Social  Media  to  Get  Traffic      7,000     Online Video Grader Result  6,175      6,000      5,000      4,000     Top  Quar?le    3,000     Bobom  Quar?le    2,000      1,295      1,000      24      13      -­‐         Facebook  Shares   Tweets  Source:  Pixability  Online  Video  Grader  
  26. 26. YouTube  Videos  on  Facebook  •  Embed  your  YouTube  video  on  Facebook  •  Views  will  count  for  your  YouTube  popularity   26
  27. 27. Videos  in  Email  Marke?ng   27
  28. 28. YouTube  SEO  1.  Do  your  homework  with  good  metadata:     ?tles,  descrip?on  texts,  tags  2.  Use  playlists  extensively  3.  Make  sure  you  appear  in  related  videos   Content   Sharing   Community   YouTube   SEO   Paid  Ads   28
  29. 29. The  Best  YouTube  Marketers     Do  Their  SEO  Homework   Average  Tags  per  Video   16   15   14.76   14   13.3   13   12.3   12   11.5   11   10.7   Tags   10   9.2   9   8   <100   between  100   between  1000   between   between   >1000000   and  1000   and  10000   10000  and   100,000  and   100000   1,000,000   •  The  more  successful  videos  consistently  use  more   tags  and  more  targeted  ?tles  and  descrip?on  texts.  Source:  Pixability  Online  Video  Grader  
  30. 30. YouTube  Metadata   Title Make it crisp. First 5-6 words appear in search results Thumbnail Only 3 to choose from. Faces and clearly recognizable things work best. Description text Should be 100+ words and keyword-rich. Tags Essential for search and “related videos” traffic
  31. 31. Important  Traffic  Source:    Related  Videos   Related Videos Selected by YouTube’s algorithm algorithms Paid Ad based mainly on tags tags similar Selected by matching tags
  32. 32. Paid  Ads  1.  Run  a  campaign  to  kick  start  your  channel  2.  Assign  some  budget  to  run  targeted  ads  3.  Use  call-­‐to-­‐ac?on  pop-­‐ups   Content   Sharing   Community   YouTube   SEO   Paid  Ads   32
  33. 33. Paid  YouTube  Campaigns  (“Promoted  Videos”)   •  Managed much like AdWords. •  Fairly attractive keyword pricing (often 1/10 of comparable AdWords keyword) •  Can be used for both search and display ads (“related videos”) •  YouTube likes popular videos -- more paid views might help SEO.
  34. 34. Appear  on  Google  Video  Search   34
  35. 35. Appear  on  Related  Videos  
  36. 36. Increasing  Conversion  Rates   Pop-up (available for paid YouTube campaigns) Link as first element of description text Plus:     Clear  call-­‐to-­‐acJon   in  the  video  itself  
  37. 37. The  Pixability  YouTube  Strategic  Framework   Content   Sharing   Community   Analy?cs   YouTube   SEO   Paid  Ads   37
  38. 38. YouTube  Analy?cs   38
  39. 39. Pixability’s  Video  Analy?cs   • Deeper data analysis • Advanced filtering • Exception reporting 39
  40. 40. Pixability’s  SoRware  Tools   Online  Video  Grader   Measures  video  marke?ng   effec?veness   Market  intelligence/   Best  prac?ces   Video  Marke?ng  PlaSorm  Video  porSolio   Social  media   Publishing   Video  SEO   Analy?cs   management   integra?on   Websites  
  41. 41. Summary  •  Video,  YouTube  –  It’s  Not  a  Choice  Anymore  •  Get  Off  Produc?on  Perfec?onism  –  Content  Rules  •  Producing  Videos  without  Doing  Video  Marke?ng  Is  Just   a  Waste  of  Time,  Resources,  and  Money  –  So  Stop  It!  •  Get  Started  –  Follow  the  YouTube  Strategic  Framework  •  S?ll  Stuck?  OK,  Then  Give  Us  a  Call  –  We  Do  This  for  a   Living  (and  for  Many  Companies)  •  Thanks  -­‐  See  You  on  YouTube!   41
  42. 42. We Make Video Very Visible. www.pixability.com 888-PIX-VIDEO 888-749-8433 andreas@pixability.com rob@pixability.com

×