Brands on You Tube: How to Get Started

Strategies for YouTube Success

Why Online Video?

Types of Video

How to Advertise

Rules of Engagement

Agenda

Why Online Video?

Why Online Video
76.8% view online video
Over 147 million U.S. users
14.8 billion videos viewed per month
50% growth Jan 2008 – Jan 2009
YouTube accounts for 91% of growth
100 million monthly viewers
42% market share
Average user watches 356 minutes of video

Why Online Video
Cheap
Free account
Hosting
Easy to use
Enhance other communication channels

Types of Video

Types of Video: Commercial
Creative
Out-of-the-Box can equal viral
Easy way to advertise without big media budget

Types of Video: Commercial Sony Bravia Case Study

Types of Video: Commercial
Sony setup website for ad
Over 2 million people visited
Over 7 million views on third-party sites like YouTube
Over 8,000 sites/blogs linking to Bravia ad website
#1 Google search for Bravia
Sony Bravia Case Study

Types of Video: User-Generated
User-initiated video
Encourages user engagement with brand
Convert online activity to offline action

Types of Video: User-Generated TurboTax Case Study

2.5 million views
370 consumer-generated videos
Real prize for TurboTax was the buzz generated
Translates to real revenue

Types of Video: Sales
Product demos and reviews
Showcase promotional products
Inside look at product before they buy
Especially useful for online retailers

Types of Video: Sales Altrec.com YouTube Channel

Types of Video: Show Your Expertise
Increase brand image as leader in your field
Tutorials on how to use products
“ Ask the Expert”
Interviews of CEOs, managers, etc
Content must be compelling
Let customers get to know brand
Little editing or pre-work

Types of Video: Show Your Expertise ModCloth.com YouTube Channel

Types of Video: Show Your Expertise Zappos.com YouTube Channel

How To Advertise

How To Advertise: Sign Up
YouTube.com
Click Sign Up
Pick Username
Channel is auto-created

How To Advertise: Post Video
When in your account, click Upload
Then just select the file from your hard drive
Best formats for uploading
H.264, MPEG-2, MPEG-4
Resolution: the higher the better
16:9 or 4:3
Max length: 10 min
2-3 min recommended
Max file size: 1 GB

How To Advertise: Annotate
Add interactive commentary to your videos
Don’t have to re-edit or re-upload
No need to buy banner space
Respond quickly to questions or comments
Control where & when they appear and disappear

How To Advertise: Annotate
Three types:
Speech Bubble
Note
Spotlight
Link to other YouTube pages
Find useful tutorials at
http://www.youtube.com/t/annotations_about

How To Advertise: Annotate The Speech Bubble

How To Advertise: Annotate The Notes Tool

How To Advertise: Annotate The Spotlight Tool

How To Advertise: Channels
Create a microsite
No cost
Users stay within brand environment
Get coupons, games, interact with video

Playlists
Favorites
Featured Videos
Customized backgrounds

YouTube channel to inform viewers on the hot security topics
Whitelisting
Security in Web 2.0
Mobile Security
Included real-world success stories
Valuable & relevant content
Over 4,700 views
Lumension Security Case Study

How To Advertise: Channels Lumension Security Case Study

How To Advertise: In-Video Ads
Advertise in the middle of a video
Unobtrusive, can be closed by user
Type 1: Traditional Advertising

Type 2: Click-to-Buy Advertising

Tired of having their material put on YouTube
Created own YouTube Channel
Videos have links to buy their DVDs on Amazon.com
“ We want you to click on the links, buy our movies & TV shows and soften our pain and disgust at being ripped off all these years.”
Monty Python Case Study

DVDs quickly climbed to No. 2 on Amazon.com’s bestsellers list
Increased sales of 23,000%
Monty Python Case Study

How To Advertise: Insight
View detailed statistics about your videos
Number of views
Popularity
How people are finding the video
Demographics
“ Hot Spots” in video
Free tool
Learn to optimize the type of video you post
Appeal to specific audience
Post videos on high-traffic days

How To Advertise: Insight

Rules of Engagement

Rules of Engagement
Keep videos short and sweet
30 seconds - three minutes max
Exceptions can be made
Know your audiences
Be engaging
Don't forget the call to action
Publicize!
Facebook, Twitter, Homepage, E-Newsletter

Brands on You Tube: How to Get Started

by Sarah Gallagher on Apr 22, 2009

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