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The Power of Video and YouTube in Social Media

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This video shows the value of video to promote and optimize your brand or organization's marketing efforts to reach your goals and objectives. It also demonstrates how to best use YouTube to aggregate and syndicate your videos.

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The Power of Video and YouTube in Social Media

  1. 1. The Power of Video in Social Media Presented by Gerri Baum GB Media Networks August 16, 2012
  2. 2. Brands, businesses and organizations are all using video.
  3. 3. Why use video?• It’s the most powerful on-demand communication platform ever created – Search engines rank video higher than text – Customers enjoy video over text• It can be viral• It’s high impact• It scales well in the mobile device world
  4. 4. 90% of web traffic will be driven by video by the end of 2013 (Source: Cysco Systems)
  5. 5. More than 197 million views, and over 422,000 subscribers • iPhone – 10,931,054 views http://bit.ly/QBX5JE • iPad – 14,370,059 views • Glow Sticks – 9,388,497 http://bit.ly/QdnKbs • Bic Lighters – 6,190,718 • Golf Balls – 6,967,042 http://bit.ly/O7IZAt
  6. 6. Video syndication is more effective if you: • Post to video aggregators: e.g. YouTube, Vimeo • Embed link on Facebook Fan page or a tweet • Embed link on OTHER PEOPLE’S Facebook pages • Embed video on your website • Get other people to embed your video on THEIR websites • Post video to iTunes as video podcast • Post video to Pinterest boards
  7. 7. Video establishes your personality faster
  8. 8. Video personalizes the experience for your customers
  9. 9. Using video differentiates you from the competition
  10. 10. Video can be worth a thousand words http://bit.ly/PoYR1o
  11. 11. Putting customer stories in the spotlight http://vimeo.com/45721468#
  12. 12. Video plays better on mobile devices than text Nearly 116 million Americans will use a smartphone at least monthly by the end of this year, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone. (Source: eMarketer, 2012)
  13. 13. Uses for video• External – Drive people to your website – Most important – Attract new customers or donors – Promotions – Educate viewers – Enhance the brand• Internal – Training and Support – New Employee Orientation – Communications and Campaigns
  14. 14. Types of video• Customer testimonials• Product reviews and demonstrations• How-to tips• Presentations• Case studies• Expert insight and advice• Virtual tradeshows• Business reports• Games, contests and promotions(Source: Forbes)
  15. 15. A creative way to engage an audience http://bit.ly/Ry4tFR
  16. 16. Nonprofits are using videos too• More and more nonprofits use video to create compelling, personal stories. – Replacing the printed annual report (into a moving piece about the lives that have been changed) – Create orientation packets for new board or staff into a dynamic welcome to your organization – Tool for fundraising – Celebrate their organization’s history and…
  17. 17. …offering thanks to donors http://bit.ly/OTNJso
  18. 18. Now it’s your turn…Create a video• Establish your goals – What do you want to achieve – Who do you want to view your video• Production values matter• Keep video within 2 to 3 minutes• Make the beginning of your videos compelling to your viewer• Include calls-to-action – Subscribe, Visit our channel, Like, Add to favorites, Share, Leave a comment
  19. 19. The mother of all digital Cineplexs
  20. 20. YouTube stats• Over 800 million unique users visit YouTube each month• More than 1 trillion views in 2011 – That’s 140 views for every person on Earth• 72 hours of video are uploaded every minute• Over 4 billion videos viewed a day• Over 3 billion hours of video watched each month• 500 years of video watched every day via Facebook• 700 videos are shared on Twitter every minute(Source: Google)
  21. 21. Branded YouTube channels that get it right • Starbucks 624,845,391 video views • Orabrush 22,459,410 video views • GoPro • Walmart • Pepto Bismol • and these guys (Source: Mashable and G. Baum)
  22. 22. http://www.youtube.com/user/Starbucks
  23. 23. Create your YouTube channel http://www.youtube.com/user/lisaferentz?feature=mhee
  24. 24. Customize your channel• Create a username for your company channel• Upload an Avatar• Create a background• Select a layout• Set sharing settings http:// www.youtube.com/user/lisaferentz?feature=mhee
  25. 25. Channel information and settings • Create a title • Include a description • Make a list of 5 to 8 keywords that are most relevant to your business organization
  26. 26. Complete the ‘About’ section
  27. 27. Optimize the videos you download• Use keywords to: – Compose descriptive titles, video description and tags - http://bit.ly/No4ixY• Include calls-to-actions and links to your website or other social media platforms in the video descriptions• Create playlists - http://bit.ly/NAc9Xr• Use an eye-catching, clear image for each video
  28. 28. Get 25% - 50% more views• Stream your videos from YouTube to your company website• Stream videos in blogs• Share videos on Facebook, Twitter and in LinkedIn• Add closed captions for 40% more views during business hours and for accessibility• Make comments and video responses on related videos• Share links in email newsletters – increase click- through rates and enhance conversion rates by 50% (Source: Constant Contact)
  29. 29. Measuring success• Use YouTube Analytics to measure: – Performance – Engagement – Demographics – Discovery – Views – Playback locations – Traffic sources – Audience retention
  30. 30. Video: A great tool for your marketing arsenal Lessons Learned: •Video can be syndicated more easily that print •Video establishes your personality (and brand) faster •Differentiates you from the competition •Two words: Video testimonials. ‘Nuff said? •Plays better on mobile devices •Housing video on YouTube will help you optimize and syndicate your brand across the Internet
  31. 31. Gerri Baum – GB Media NetWorks Ask me about employing social media strategies and applications for your business or organization gerrib18@comcast.net http://www.gerribaum.com Follow me Facebook - www.facebook.com/gerribaum Twitter - www.twitter.com/gerrib18 LinkedIn - www.linkedin.com/in/gerrib18 Pinterest – www.pinterest.com/gerrib18

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