Strategies for YouTube Success

Why Online Video? Types of Video How to Advertise Rules of Engagement Agenda

Why Online Video?

Types of Video

How to Advertise

Rules of Engagement

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

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

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

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

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

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

User-initiated video

Encourages user engagement with brand

Convert online activity to offline action

Types of Video: User-Generated TurboTax Case Study

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

2.5 million views

370 consumer-generated videos

Real prize for TurboTax was the buzz generated

Translates to real revenue

Types of Video: User-Generated TurboTax Case Study

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

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

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

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

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

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

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

Create a microsite

No cost

Users stay within brand environment

Get coupons, games, interact with video

How To Advertise: Channels Playlists Favorites Featured Videos Customized backgrounds

Playlists

Favorites

Featured Videos

Customized backgrounds

How To Advertise: Channels 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

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

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

Advertise in the middle of a video

Unobtrusive, can be closed by user

Type 1: Traditional Advertising

How To Advertise: In-Video Ads Type 2: Click-to-Buy Advertising

Type 2: Click-to-Buy Advertising

How To Advertise: In-Video Ads 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

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.”

How To Advertise: In-Video Ads DVDs quickly climbed to No. 2 on Amazon.com’s bestsellers list Increased sales of 23,000% Monty Python Case Study

DVDs quickly climbed to No. 2 on Amazon.com’s bestsellers list

Increased sales of 23,000%

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

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

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