EXT 506 - Using YouTube to Build a Business


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This presentation was actually presented using Prezi.com, which doesn't work on SlideShare.net, unfortunately. It is the culminating work that our group did

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EXT 506 - Using YouTube to Build a Business

  1. 1. Using YouTube to Increase Social Capital in Business How Cards R Us Can Benefit
  2. 2. Agenda <ul><li>Cards R Us </li></ul><ul><li>Cards R Us Would Like To… </li></ul><ul><li>About YouTube </li></ul><ul><li>Features of YouTube </li></ul><ul><li>Power of YouTube </li></ul><ul><li>Dark Side of YouTube </li></ul><ul><li>Cards R Us + YouTube </li></ul><ul><li>YouTube Samples 1 and 2 </li></ul><ul><li>Wrap Up </li></ul>
  3. 3. Cards R Us <ul><li>Exclusive line of rubber stamps, inks and accessories for handmade cards, scrapbooking and other craft projects </li></ul><ul><li>In business 20 years and recognized leader in crafting industry </li></ul><ul><li>Sells products through demonstrators (Card Sharks) and Internet </li></ul>
  4. 4. Cards R Us <ul><li>Target market: Educated women, aged 25-39, in rural and urban environments </li></ul><ul><li>Survey: 88 percent are computer literate and 60 percent have Facebook account </li></ul><ul><li>Survey: Potential new market of 14-19 year-old women </li></ul>
  5. 5. Cards R Us Would Like To… <ul><li>Increase market share from 30 percent to 38 percent </li></ul><ul><li>Increase key product sales </li></ul><ul><li>Increase market access </li></ul><ul><li>Increase number of product demonstrations by Card Sharks </li></ul><ul><li>Help customers share creative ideas </li></ul><ul><li>Become an educational leader in the crafting world </li></ul>
  6. 6. About YouTube <ul><li>Bought by Google in 2006 </li></ul><ul><li>3 rd most-visited social media site in the U.S., after MySpace and Facebook </li></ul><ul><li>9.62 percent of social media market share </li></ul><ul><li>~100 million U.S. viewers each month </li></ul>
  7. 7. Features of YouTube <ul><li>Upload, view and share videos </li></ul><ul><li>Create channels, showcasing video content of their choosing </li></ul><ul><ul><li>Sample </li></ul></ul><ul><li>Embed YouTube content in profile pages on Facebook, MySpace, Hi5 and Bebo </li></ul><ul><ul><li>Sample </li></ul></ul>
  8. 8. Features of YouTube <ul><li>Tag and replay content on demand </li></ul><ul><li>Commenting feature </li></ul><ul><li>User-generated content </li></ul><ul><li>No registration process (easily accessible) </li></ul>
  9. 11. Power of YouTube <ul><li>Social media “can deliver measurable progress towards significant, strategic business goals” (Bernoff & Li, 2008, p. 38). </li></ul><ul><li>Cost-effective, especially in relation to TV </li></ul><ul><li>Enables new ways to connect with customers via a customer-driven, bottom-up strategy and creative new ways to redefine relationships with brands </li></ul><ul><li>Increases brand-building opportunities </li></ul>
  10. 12. Power of YouTube <ul><li>Commenting feature promotes dialogue and ‘friending’ practices, which creates or reinforces social capital </li></ul><ul><ul><li>Sample </li></ul></ul><ul><li>Opportunities to provide feedback, expand network of users, recruit Card Sharks and make sales </li></ul>
  11. 14. Dark Side of YouTube <ul><li>Grainy, amateurish and poorly executed content </li></ul><ul><li>Potential for negative comments </li></ul><ul><li>Content creation and consumption can be chaotic </li></ul><ul><li>Inhibited search abilities </li></ul><ul><li>Spoof marketing and debunking videos </li></ul><ul><li>Copyright infringement, language and geographic restrictions, attracting viewers, sense of novelty rather than longevity, and how to monetizing free video content </li></ul>
  12. 15. Cards R Us + YouTube <ul><li>Audiences want authentic content </li></ul><ul><li>Customers want friendships (strong ties), acquaintances (weak ties) and sense of belonging (bridging ties) </li></ul><ul><li>Disseminating product information and demonstrations will </li></ul><ul><ul><li>Build skills of customer base </li></ul></ul><ul><ul><li>Leverage social capital </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul>
  13. 16. Cards R Us + YouTube <ul><li>Cards R Us can post demonstrations on a branded YouTube channel, and encourage Card Sharks and regular customers to do same </li></ul><ul><li>Viewers can comment on demonstrations, which strengthens ties, and share favorite demonstrations on preferred social networks </li></ul>
  14. 17. YouTube Sample #1 <ul><li>Carolyn Crafter </li></ul><ul><li>Card Shark since 1999 </li></ul><ul><li>Top Cards R Us demonstrator, most popular booth in annual convention </li></ul><ul><li>High demand for her to share her skills </li></ul><ul><li>Carolyn Crafter Link </li></ul>
  15. 18. YouTube Sample #2 <ul><li>Three teenage girls </li></ul><ul><li>Customers of Cards R Us </li></ul><ul><li>Desire to be on YouTube and share knowledge </li></ul><ul><li>Three Girls Link </li></ul>
  16. 19. Wrap Up <ul><li>Questions? </li></ul><ul><li>Comments? </li></ul>