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  1. 1. Using Video as a Social Marketing Tool EIS 2350
  2. 2. Video Killed the Radio Star
  3. 11. All this adds up to being the 2nd Largest SEARCH ENGINE and the 4th most trafficked site on the internet (behind Google, Facebook, & Yahoo)
  4. 12. How to use as your Entertainer’s marketing tool
  5. 13. Tags 1. Make sure your tags are relevant to your content. Seems obvious but this takes some thought to get into the minds of users similar to keyword discovery. 2. The more tags the merrier. I see no penalty for using all your available tag space. 3. Spread your tags out among your clips. Adding more tags can help snag some tail. 4. Use adjectives. Remember lots of folks are browsing and they’ll use adjectives to find what they are in the mood to view. 5. Have some category descriptor tags. It’s important to remember YouTube’s default search settings are Videos, Relevance and All Categories. 6. Match your title and description with your most important tags. Basic SEM practice applies here as well.
  6. 14. Branding <ul><li>Channel Colors should match the Brand’s colors scheme </li></ul><ul><li>Video Page Banner </li></ul><ul><li>Video Page Icon </li></ul><ul><li>Modules </li></ul>
  7. 15. Content <ul><li>Frequency </li></ul><ul><li>Quality </li></ul><ul><li>Unique ( Ok GO! ) </li></ul><ul><li>Theme </li></ul><ul><li>Views (likes | dislikes) </li></ul>
  8. 16. Subscriptions A case study:
  9. 17. <ul><li>**Non-Commercial Use Only** </li></ul><ul><li>Non-Branded Video </li></ul><ul><li>VIDEO QUALITY (HD) </li></ul><ul><li>Related Videos are within YOUR channel </li></ul><ul><li>Downloadable Videos </li></ul>
  10. 18. Monetization 50 Million Unique Visitors Born as the of Music Videos 1.4 Billion Worldwide Streams
  11. 19. <ul><li>Current Events </li></ul><ul><ul><li>OK Go! </li></ul></ul><ul><ul><li>Is it part of the artists Recoupable? </li></ul></ul><ul><ul><li>How does this effect VEVO? </li></ul></ul>
  12. 20. Monetization Also: Songkick, Amazon & iTunes Merch Stores
  13. 21. Doing it LIVE! Large Acts Small Acts offers an attractive new way for Internet broadcasters to connect with audiences, allowing dialogue between users and opportunities to build connections across the globe. Viewers can interact directly with the person on the screen, offering comments for the presenter or feedback in live chat, and viewers can interact with one another through impromptu dialogue. The site’s easy-to-use interface makes broadcasting easy, opening the medium to any user with a webcam and a fast Internet connection. The social networking features help broadcasters cultivate and manage unique networks of users around their shows, relying on user feedback to bolster their standing on the home page and earn praise. For the viewer, these features encourage richer online interactions, giving members a chance to discover interests they have in common or to share content and ideas
  14. 22. Other LIVE Services
  15. 23. Monetize LIVE Where performers can broadcast LIVE and interactive experiences directly from a laptop, while offering unique fan experiences that are never archived.
  16. 24. How Does Something Go Viral
  17. 25. How Does Something Go Viral S U C C E S implicity nexpectedness oncretedness redibility motional tories
  18. 26. <ul><li>People have a desire to be “useful” </li></ul><ul><ul><li>We take “ownership” of their discovery (do you sometimes feel relieved when they laugh at a funny video passed along?) </li></ul></ul><ul><ul><li>The Personal Investment drives others to share </li></ul></ul><ul><ul><li>We want to watch what others are watching </li></ul></ul><ul><ul><li>After seeing it you become part of the “tribe” </li></ul></ul>How Does Something Go Viral
  19. 27. Seth Godin
  20. 28. How Does Something Go Viral Where Does It Start?
  21. 29. How Does Something Go Viral Use of Copyrighted Material Copyright Clearance for $1.99 over 400k songs
  22. 30. Questions? <ul><li>Paper / Test -- March 1st (That’s Thursday!) </li></ul><ul><li>Group Projects </li></ul>