Broadcast Your Business Youtube


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The popular social networking site YouTube not only lets you broadcast videos to the world but with the right strategy you can use this free tool to market your business. YouTube is the third most visited site on the Internet and for little to no cost you can be participating in this viral community. Users view, comment, share, educate themselves and embed millions of videos a day. In this presentation we will talk about creating an effective YouTube Strategy, making a branded YouTube Channel for your company, how to get started and how to find content for your videos.

Broadcast Your Business Youtube

  1. 1. Broadcast Your Business - Adding YouTube to Your Marketing Strategy Hall Web Services
  2. 2. Who We Are Amanda O'Brien Inbound Marketing Manager [email_address] @amanda_pants <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>@Hall_Web Kyle Pouliot Inbound Marketing Specialist [email_address] @kyyuulle Fred Greenhalgh Internet Marketing Manager [email_address] @finalrune Jonas Levasseur Vice President Hall Web Services Video Production Manager [email_address]
  3. 3. Who You Are <ul><li>Small Business Owners </li></ul><ul><li>Start-ups </li></ul><ul><li>Entrepreneurs </li></ul><ul><li>Marketing Professionals </li></ul><ul><li>Social Networking experts and/or novices </li></ul><ul><li>Professional videographers/photographers </li></ul><ul><li>I won an Oscar! </li></ul>
  4. 4. What you know <ul><li>Watch Videos </li></ul><ul><li>Share Videos </li></ul><ul><li>Time waster </li></ul><ul><li>Social Media </li></ul>
  5. 5. What you may not know Poll of 400 senior marketing and media executives, 67% identified online video as a primary focus of their 2009 digital marketing campaigns 4th most visited site on the Internet (above MSN and 13 hours of video uploading to YouTube every MINUTE* 100,000 YouTube Videos viewed per day* Last month (July 2009) YouTube had its biggest month EVER 85.1 million U.S. visitors
  6. 6. What we are going to talk about <ul><li>Social Media and WHY </li></ul><ul><li>Research Buying and the marketing power shift </li></ul><ul><li>You Tube basics – how to, tools, making a channel etc. </li></ul><ul><li>Setting objectives and measurable goals </li></ul><ul><li>Content and sharing that content </li></ul><ul><li>Viral Videos </li></ul><ul><li>Non-viral videos </li></ul><ul><li>Measuring </li></ul><ul><li>Case studies </li></ul>“ Don't focus on understanding how to use the individual tools, focus on understanding WHY people are using the tools.” - Mack Collier Viral garden
  7. 7. Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul>An Interruption An Interaction <ul><li>New/Inbound Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Online Videos </li></ul>
  8. 8. <ul><li>Corporate Transparency </li></ul><ul><li>Build Trust with Customers </li></ul><ul><li>Generate Inbound Links </li></ul><ul><li>Reputation Management </li></ul><ul><li>Promote your blog and website </li></ul><ul><li>Inexpensive </li></ul><ul><li>Build relationships before purchasing point </li></ul><ul><li>Be a part of the zillions of conversations that are already going on </li></ul><ul><li>Extend your events, seminars, webcasts, conventions </li></ul><ul><li>Public relations, customer service, thought leader, sales leads etc. </li></ul>Benefits of Social Networking
  9. 9. <ul><li>People are looking BEFORE they buy </li></ul><ul><li>Give them something to find </li></ul><ul><li>Corporate transparency </li></ul><ul><li>Customers preview products and SELLERS – About Us </li></ul><ul><li>Each experience changes users perspectives and expectations </li></ul>Research Buying
  10. 10. Research Buying and video <ul><li>Corporate Transparency </li></ul><ul><li>Personalized Buying </li></ul><ul><li>Lowering Risk </li></ul>People do business with PEOPLE!
  11. 11. How Social Media Got Started <ul><li>Internet Commerce </li></ul><ul><li>Product Reviews </li></ul><ul><li>Validation </li></ul><ul><li>Why stop there </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Services </li></ul></ul>
  12. 12. Shift in Power <ul><li>Buyer has more power than the seller </li></ul><ul><li>We value the opinion of others when we buy </li></ul><ul><li>Ability to converse with hundreds before a purchase </li></ul><ul><li>Find what I want – Validate the Purchase – Buy it </li></ul><ul><li>Used to put content out to networks. Now the networks are the content producers </li></ul><ul><li>Conversation vs. Presentation </li></ul>
  13. 13. &quot; Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are in control &quot;. Rupert Murdoch Chairman and CEO, News Corp. #2 of Fortunes 25 most powerful people in business
  14. 14. Source: Nielsen Online 114.2 million 156.7 million Users vs. Viewers More Internet Users than TV household subscribers
  15. 15. You Tube Basics <ul><li>Be professional (quality) </li></ul><ul><li>Stay focused – short and sweet (you do have 10 minutes) </li></ul><ul><li>Make is useful </li></ul><ul><li>Inexpensive </li></ul><ul><li>Simple distribution </li></ul><ul><li>Appeals to visual learners </li></ul><ul><li>Focus on the first 10 seconds (capture) </li></ul><ul><li>Be yourself </li></ul>Photo credit:
  16. 16. Getting started Setting objectives <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? And by when? </li></ul><ul><li>How does this fit in with your business? </li></ul><ul><li>Who is your audience and what do they want to hear? </li></ul><ul><li>What measurement tools are you going to use? </li></ul><ul><li>What is your strategy? And company policies? </li></ul><ul><li>What works for you is different </li></ul><ul><li>What are you going to measure? </li></ul><ul><li>Check back and start over </li></ul>“ Hope is not a strategy” - Marta Kagan Social Media Evangelist | Online Marketing Pro
  17. 17. Measurable Goals <ul><li>Views – more views = more search </li></ul><ul><li>Subscribers </li></ul><ul><li>Channel Views </li></ul>Popularity:
  18. 18. Measurable Goals Engaging: <ul><li>Comments </li></ul><ul><li>Favorites </li></ul><ul><li>Reviews </li></ul><ul><li>Embeds </li></ul><ul><li>Link Backs </li></ul><ul><li>Social Media Posting </li></ul><ul><li>Landing pages </li></ul>
  19. 19. YouTube Insights <ul><li>Free tool </li></ul><ul><li>How often videos are viewed in different geographic regions </li></ul><ul><li>How popular they are relative to all videos in that market over a given period of time </li></ul><ul><li>How long it takes for a video to become popular </li></ul><ul><li>What happens to video views as popularity peaks </li></ul>
  20. 20. Content Possibilities <ul><li>Improve customer service </li></ul><ul><li>Reduce ad spend? HUGE example Evian Water </li></ul><ul><li>Brand recognition </li></ul><ul><li>Put a face to your brand </li></ul>
  21. 21. Content Ideas <ul><li>Presentations </li></ul><ul><li>Training videos </li></ul><ul><li>Help </li></ul><ul><li>Marketing </li></ul><ul><li>Events </li></ul><ul><li>Interviews with experts (pssst... you are an expert too) </li></ul><ul><li>Contests </li></ul><ul><li>Video Blog </li></ul><ul><li>Testimonials </li></ul><ul><li>Shy? Screen recordings </li></ul>
  22. 22. Let's Start Filming Photo credit:
  23. 23. Tools you need <ul><li>Ideas </li></ul><ul><li>Creativity </li></ul><ul><li>Video camera? Flip Cam? Web cam? </li></ul><ul><li>External microphone jack </li></ul><ul><li>Microphone? </li></ul><ul><li>Editing software? </li></ul><ul><li>Tripod? Great if one person </li></ul><ul><li>Screen recording? Camtasia </li></ul>
  24. 24. Staying Organized <ul><li>Outline or Script </li></ul><ul><li>Know your shots </li></ul><ul><li>Keep it timely </li></ul>Photo credit:
  25. 25. Lighting <ul><li>2 x 3 times normal light </li></ul><ul><li>Household or halogen lamps </li></ul><ul><li>Light both sides of your subject </li></ul><ul><li>Don't shoot infront of a window </li></ul><ul><li>Take it outside (watch your noise) </li></ul><ul><li>Outside – stand in shade point light toward subject </li></ul>Photo credit:
  26. 26. Sound <ul><li>Microphone on camera </li></ul><ul><li>External microphone </li></ul><ul><li>Dub over </li></ul><ul><li>Tape sounds before and after recording for bandaids </li></ul><ul><li>More important than video? </li></ul><ul><li>Watch echo – empty rooms, tile </li></ul><ul><li>Talk to Fred </li></ul>
  27. 27. Editing Programs <ul><li>Free </li></ul><ul><ul><li>Mac – iMovie </li></ul></ul><ul><ul><li>Windows – Movie Maker </li></ul></ul>More footage = more editing = means more time! Rule of thumb – one hour of editing per one minute of produced content <ul><li>Pay (cheap) </li></ul><ul><ul><li>Corel Video Studio </li></ul></ul><ul><ul><li>Nero </li></ul></ul><ul><li>Pay (more) </li></ul><ul><ul><li>Adobe Premiere Video Editing </li></ul></ul><ul><ul><li>Apple Final Cut Pro </li></ul></ul>
  28. 28. Video Formats <ul><li>Windows format for the web </li></ul><ul><ul><li>.WMV </li></ul></ul><ul><li>Apple format for iTunes and the web </li></ul><ul><ul><li>.MOV </li></ul></ul><ul><li>Apple format for iTunes, iPods, iPhones </li></ul><ul><ul><li>.MV4 </li></ul></ul><ul><li>Flash – use for web posting, 99% compatibility </li></ul><ul><li>Upload to YouTube,, Vimeo and they format </li></ul>
  29. 29. Uploading a video <ul><li>Webcam </li></ul>Video blog, announcement, contest, personal profile for About Us section
  30. 30. Uploading a video
  31. 31. Copyright Infringement Notification
  32. 32. SEO for your videos <ul><li>Video title </li></ul><ul><ul><li>Informational – to be found </li></ul></ul><ul><ul><li>Viral – to be clicked on </li></ul></ul><ul><li>Video description </li></ul><ul><ul><li>Add a link </li></ul></ul><ul><li>Keywords </li></ul><ul><li>Tagging </li></ul><ul><ul><li>Not public </li></ul></ul><ul><ul><li>What videos show up near your video </li></ul></ul>
  33. 33. Owning Your Search Terms With Video <ul><li>Find search term </li></ul><ul><li>Know how your customers are searching </li></ul><ul><li>Great for </li></ul><ul><ul><li>How to's </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Product demos </li></ul></ul>
  34. 34. Annotations <ul><li>Add annotations </li></ul><ul><ul><li>Note </li></ul></ul><ul><ul><li>Spotlight </li></ul></ul><ul><ul><li>Speech bubble </li></ul></ul><ul><li>Great for tutorials </li></ul><ul><li>Closed captions </li></ul>
  35. 35. Making a channel – why not?
  36. 36. Creating a channel <ul><li>Sign up </li></ul><ul><li>Username - branding </li></ul><ul><li>Key word dense description </li></ul><ul><li>Website </li></ul><ul><li>Keywords </li></ul><ul><li>Location </li></ul><ul><li>Education, Interests etc. etc. etc </li></ul>
  37. 37. Have a channel? Upgrade now <ul><li> </li></ul><ul><li>Upgrade my channel </li></ul><ul><li>Setting, Themes and colors, modules </li></ul><ul><li>Background image - 256k </li></ul>
  38. 38. Playlists <ul><li>Quick list of videos you want to save </li></ul><ul><li>Play back to back </li></ul><ul><li>Setup to play on profile </li></ul><ul><li>Public or private </li></ul><ul><li>Separate by content and categories </li></ul><ul><li>Great for company video resource library </li></ul>
  39. 39. Embedding into your site
  40. 40. Rating and commenting <ul><li>Must be registered user </li></ul><ul><li>Links back to your channel </li></ul><ul><li>Lets people know what users like </li></ul><ul><li>Active member of community </li></ul><ul><li>Delete </li></ul>
  41. 41. Sharing your content <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Digg </li></ul><ul><li>Post to blog </li></ul>
  42. 42. Going Viral <ul><li>What does going viral mean to you? </li></ul><ul><li>Content, content, content </li></ul><ul><li>Fresh, daring, exciting, funny </li></ul><ul><li>Get it out to industry influencers </li></ul><ul><li>Make it share-able </li></ul><ul><li>Track progress – respond quickly </li></ul>
  43. 43. World Wide Rave <ul><li>No one cares about your products but you </li></ul><ul><li>No coercion required </li></ul><ul><li>Lose control </li></ul><ul><li>Put down roots </li></ul><ul><li>Create triggers that urge people to share </li></ul><ul><li>Point the world to your virtual doorstep </li></ul>“ You can create a World Wide Rave too – Just create something valuable, that people want to share and make it easy for them to do so .” - David Meerman Scott
  44. 44. Benefits of Non-Viral <ul><li>A picture is worth a thousand words </li></ul><ul><li>Give your company a voice </li></ul><ul><li>The views keep coming </li></ul><ul><li>Good for company culture </li></ul>
  45. 45. Texas Instruments Thank an Engineer Develops analog, digital signal processing, RF and DLP® semiconductor technologies that help customers deliver consumer and industrial electronics products Objective: “Our objectives were to show design engineers that TI “gets” them and that we appreciate their role in bringing today’s innovations to all of us. We also hoped to build brand loyalty.” - Amber Pizano TI <ul><li>March Campaign Results </li></ul><ul><ul><li>151,000 Video Views </li></ul></ul><ul><ul><li>25,000 Further action/landing page </li></ul></ul><ul><ul><li>Average time on site 4:21 </li></ul></ul>
  46. 46. Promotion <ul><li>Social Media sites – spread the word </li></ul><ul><ul><li>Use a URL shortener to measure </li></ul></ul><ul><li>Encourage ratings </li></ul><ul><li>Ask friends and coworkers </li></ul><ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>Respond to comments </li></ul>
  47. 47. Paid promotion <ul><li>Search listings </li></ul><ul><li>Right side ads </li></ul><ul><li>In video ads </li></ul><ul><li>Home page listing </li></ul>
  48. 48. <ul><li>Stats a little detailed </li></ul><ul><li>Supports almost all video formats </li></ul><ul><li>No size limitation </li></ul><ul><li>Videos backed up </li></ul><ul><li>Custom thumbnails </li></ul><ul><li>Download options </li></ul><ul><li>Don't have to login or be user to leave comments </li></ul><ul><li>Video descriptions in rich text </li></ul><ul><li>Maintains video quality (you tube compress 320x240) </li></ul>
  49. 49. Vimeo <ul><li>High quality video - HD </li></ul><ul><li>Community versus users – like Flickr </li></ul><ul><li>Non-commercial use only </li></ul><ul><li>More family oriented </li></ul><ul><li>Easier to upload and use </li></ul>
  50. 50. Tube Mogul <ul><li>Free </li></ul><ul><li>Deploys to popular video sites </li></ul><ul><li>Metrics </li></ul><ul><li>Track competitor videos </li></ul>
  51. 51. Don't <ul><li>Sell, Sell, Sell </li></ul><ul><li>Forget your audience </li></ul><ul><li>Try to be somebody else </li></ul><ul><li>Get lost in the tools </li></ul><ul><li>Take too long (short and sweet) </li></ul><ul><li>Forget to have a plan </li></ul><ul><li>Take yourself too seriously </li></ul><ul><li>Think of YouTube as a magic bullet </li></ul>
  52. 52. Recap <ul><li>People are researching before they buy </li></ul><ul><li>The internet is social and more engaging </li></ul><ul><li>Have a plan </li></ul><ul><li>Measurable Goals </li></ul><ul><li>Decide what's important </li></ul><ul><li>Analyze the outcome </li></ul><ul><li>Pick the right tools for you </li></ul><ul><li>Lighting, Sound, Editing </li></ul><ul><li>Make it about you </li></ul>
  53. 53. Get Started! <ul><li>SEO Vision Blog - </li></ul><ul><li>Webinars – </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB)‏ </li></ul><ul><li>[email_address] </li></ul>World Wide Rave: YouTube Help: YouTube blog:
  54. 54. Q&A Amanda O'Brien Inbound Marketing Manager [email_address] @amanda_pants <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>@Hall_Web Kyle Pouliot Inbound Marketing Specialist [email_address] @kyyuulle Fred Greenhalgh Internet Marketing Manager [email_address] @finalrune Jonas Levasseur Vice President Hall Web Services Video Production Manager [email_address]