Brands on You Tube: How to Get Started


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Brands on You Tube: How to Get Started is an overview of why companies might want to get started creating and sharing video content, what types of content they might consider creating and how to advertise on YouTube.

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  • Brands on You Tube: How to Get Started

    1. 1. Strategies for YouTube Success
    2. 2. <ul><ul><li>Why Online Video? </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><ul><li>Types of Video </li></ul></ul><ul><li>  </li></ul><ul><ul><li>How to Advertise </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Rules of Engagement </li></ul></ul><ul><li>  </li></ul>Agenda
    3. 3. Why Online Video?
    4. 4. Why Online Video <ul><li>76.8% view online video </li></ul><ul><ul><li>Over 147 million U.S. users </li></ul></ul><ul><li>14.8 billion videos viewed per month </li></ul><ul><ul><li>50% growth Jan 2008 – Jan 2009 </li></ul></ul><ul><li>YouTube accounts for 91% of growth </li></ul><ul><ul><li>100 million monthly viewers </li></ul></ul><ul><ul><li>42% market share </li></ul></ul><ul><li>Average user watches 356 minutes of video </li></ul>
    5. 5. Why Online Video <ul><li>Cheap </li></ul><ul><ul><li>Free account </li></ul></ul><ul><ul><li>Hosting </li></ul></ul><ul><li>Easy to use </li></ul><ul><li>Enhance other communication channels </li></ul>
    6. 6. Types of Video
    7. 7. Types of Video: Commercial <ul><li>Creative </li></ul><ul><li>Out-of-the-Box can equal viral </li></ul><ul><li>Easy way to advertise without big media budget </li></ul>
    8. 8. Types of Video: Commercial Sony Bravia Case Study
    9. 9. Types of Video: Commercial <ul><li>Sony setup website for ad </li></ul><ul><ul><li>Over 2 million people visited </li></ul></ul><ul><li>Over 7 million views on third-party sites like YouTube </li></ul><ul><li>Over 8,000 sites/blogs linking to Bravia ad website </li></ul><ul><li>#1 Google search for Bravia </li></ul>Sony Bravia Case Study
    10. 10. Types of Video: User-Generated <ul><li>User-initiated video </li></ul><ul><li>Encourages user engagement with brand </li></ul><ul><li>Convert online activity to offline action </li></ul>
    11. 11. Types of Video: User-Generated TurboTax Case Study
    12. 12. Types of Video: User-Generated TurboTax Case Study <ul><li>2.5 million views </li></ul><ul><li>370 consumer-generated videos </li></ul><ul><li>Real prize for TurboTax was the buzz generated </li></ul><ul><li>Translates to real revenue </li></ul>
    13. 13. Types of Video: User-Generated TurboTax Case Study
    14. 14. Types of Video: Sales <ul><li>Product demos and reviews </li></ul><ul><ul><li>Showcase promotional products </li></ul></ul><ul><li>Inside look at product before they buy </li></ul><ul><ul><li>Especially useful for online retailers </li></ul></ul>
    15. 15. Types of Video: Sales YouTube Channel
    16. 16. Types of Video: Show Your Expertise <ul><li>Increase brand image as leader in your field </li></ul><ul><ul><li>Tutorials on how to use products </li></ul></ul><ul><ul><li>“ Ask the Expert” </li></ul></ul><ul><ul><li>Interviews of CEOs, managers, etc </li></ul></ul><ul><li>Content must be compelling </li></ul><ul><li>Let customers get to know brand </li></ul><ul><li>Little editing or pre-work </li></ul>
    17. 17. Types of Video: Show Your Expertise YouTube Channel
    18. 18. Types of Video: Show Your Expertise YouTube Channel
    19. 19. How To Advertise
    20. 20. How To Advertise: Sign Up <ul><li> </li></ul><ul><li>Click Sign Up </li></ul><ul><li>Pick Username </li></ul><ul><li>Channel is auto-created </li></ul>
    21. 21. How To Advertise: Post Video <ul><li>When in your account, click Upload </li></ul><ul><li>Then just select the file from your hard drive </li></ul><ul><li>Best formats for uploading </li></ul><ul><ul><li>H.264, MPEG-2, MPEG-4 </li></ul></ul><ul><ul><li>Resolution: the higher the better </li></ul></ul><ul><ul><ul><li>16:9 or 4:3 </li></ul></ul></ul><ul><ul><li>Max length: 10 min </li></ul></ul><ul><ul><ul><li>2-3 min recommended </li></ul></ul></ul><ul><ul><li>Max file size: 1 GB </li></ul></ul>
    22. 22. How To Advertise: Annotate <ul><li>Add interactive commentary to your videos </li></ul><ul><ul><li>Don’t have to re-edit or re-upload </li></ul></ul><ul><li>No need to buy banner space </li></ul><ul><li>Respond quickly to questions or comments </li></ul><ul><li>Control where & when they appear and disappear </li></ul>
    23. 23. How To Advertise: Annotate <ul><li>Three types: </li></ul><ul><ul><ul><li>Speech Bubble </li></ul></ul></ul><ul><ul><ul><li>Note </li></ul></ul></ul><ul><ul><ul><li>Spotlight </li></ul></ul></ul><ul><li>Link to other YouTube pages </li></ul><ul><li>Find useful tutorials at </li></ul><ul><ul><li> </li></ul></ul>
    24. 24. How To Advertise: Annotate The Speech Bubble
    25. 25. How To Advertise: Annotate The Notes Tool
    26. 26. How To Advertise: Annotate The Spotlight Tool
    27. 27. How To Advertise: Channels <ul><li>Create a microsite </li></ul><ul><li>No cost </li></ul><ul><li>Users stay within brand environment </li></ul><ul><ul><li>Get coupons, games, interact with video </li></ul></ul>
    28. 28. How To Advertise: Channels <ul><li>Playlists </li></ul><ul><li>Favorites </li></ul><ul><li>Featured Videos </li></ul><ul><li>Customized backgrounds </li></ul>
    29. 29. How To Advertise: Channels <ul><li>YouTube channel to inform viewers on the hot security topics </li></ul><ul><ul><li>Whitelisting </li></ul></ul><ul><ul><li>Security in Web 2.0 </li></ul></ul><ul><ul><li>Mobile Security </li></ul></ul><ul><li>Included real-world success stories </li></ul><ul><li>Valuable & relevant content </li></ul><ul><li>Over 4,700 views </li></ul>Lumension Security Case Study
    30. 30. How To Advertise: Channels Lumension Security Case Study
    31. 31. How To Advertise: In-Video Ads <ul><li>Advertise in the middle of a video </li></ul><ul><li>Unobtrusive, can be closed by user </li></ul><ul><li>Type 1: Traditional Advertising </li></ul>
    32. 32. How To Advertise: In-Video Ads <ul><li>Type 2: Click-to-Buy Advertising </li></ul>
    33. 33. How To Advertise: In-Video Ads <ul><li>Tired of having their material put on YouTube </li></ul><ul><li>Created own YouTube Channel </li></ul><ul><li>Videos have links to buy their DVDs on </li></ul><ul><li>“ 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.” </li></ul>Monty Python Case Study
    34. 34. How To Advertise: In-Video Ads <ul><li>DVDs quickly climbed to No. 2 on’s bestsellers list </li></ul><ul><li>Increased sales of 23,000% </li></ul>Monty Python Case Study
    35. 35. How To Advertise: Insight <ul><li>View detailed statistics about your videos </li></ul><ul><ul><li>Number of views </li></ul></ul><ul><ul><li>Popularity </li></ul></ul><ul><ul><li>How people are finding the video </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>“ Hot Spots” in video </li></ul></ul><ul><li>Free tool </li></ul><ul><li>Learn to optimize the type of video you post </li></ul><ul><ul><li>Appeal to specific audience </li></ul></ul><ul><ul><li>Post videos on high-traffic days </li></ul></ul>
    36. 36. How To Advertise: Insight
    37. 37. Rules of Engagement
    38. 38. Rules of Engagement <ul><li>Keep videos short and sweet </li></ul><ul><ul><li>30 seconds - three minutes max </li></ul></ul><ul><ul><li>Exceptions can be made </li></ul></ul><ul><li>Know your audiences </li></ul><ul><li>Be engaging </li></ul><ul><li>Don't forget the call to action </li></ul><ul><li>Publicize! </li></ul><ul><ul><li>Facebook, Twitter, Homepage, E-Newsletter </li></ul></ul>