Brands on You Tube: How to Get Started

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    Brands on You Tube: How to Get Started - Presentation Transcript

    1. Strategies for YouTube Success
        • Why Online Video?
        •  
        • Types of Video
      •  
        • How to Advertise
      •  
        • Rules of Engagement
      •  
      Agenda
    2. Why Online Video?
    3. 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
    4. Why Online Video
      • Cheap
        • Free account
        • Hosting
      • Easy to use
      • Enhance other communication channels
    5. Types of Video
    6. Types of Video: Commercial
      • Creative
      • Out-of-the-Box can equal viral
      • Easy way to advertise without big media budget
    7. Types of Video: Commercial Sony Bravia Case Study
    8. 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
    9. Types of Video: User-Generated
      • User-initiated video
      • Encourages user engagement with brand
      • Convert online activity to offline action
    10. Types of Video: User-Generated TurboTax Case Study
    11. 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
    12. Types of Video: User-Generated TurboTax Case Study
    13. Types of Video: Sales
      • Product demos and reviews
        • Showcase promotional products
      • Inside look at product before they buy
        • Especially useful for online retailers
    14. Types of Video: Sales Altrec.com YouTube Channel
    15. 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
    16. Types of Video: Show Your Expertise ModCloth.com YouTube Channel
    17. Types of Video: Show Your Expertise Zappos.com YouTube Channel
    18. How To Advertise
    19. How To Advertise: Sign Up
      • YouTube.com
      • Click Sign Up
      • Pick Username
      • Channel is auto-created
    20. 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
    21. 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
    22. 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
    23. How To Advertise: Annotate The Speech Bubble
    24. How To Advertise: Annotate The Notes Tool
    25. How To Advertise: Annotate The Spotlight Tool
    26. How To Advertise: Channels
      • Create a microsite
      • No cost
      • Users stay within brand environment
        • Get coupons, games, interact with video
    27. How To Advertise: Channels
      • Playlists
      • Favorites
      • Featured Videos
      • Customized backgrounds
    28. 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
    29. How To Advertise: Channels Lumension Security Case Study
    30. How To Advertise: In-Video Ads
      • Advertise in the middle of a video
      • Unobtrusive, can be closed by user
      • Type 1: Traditional Advertising
    31. How To Advertise: In-Video Ads
      • Type 2: Click-to-Buy Advertising
    32. 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
    33. 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
    34. 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
    35. How To Advertise: Insight
    36. Rules of Engagement
    37. 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

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