Posting videos on YouTube, with a link from a retail site to YouTube, is the easiest way to get videos online. But ease of use comes with trade-offs, among them, less flexibility in creating videos that suit your own image and needs, and the fact that Google directs users who find your videos through web search to YouTube rather than to your own site. Learn the pros and cons, along with best practices so you can set up your YouTube program with eyes wide open, and build relationships that convert to real-world business goals. Originally presented at the Internet Retailer Conference and Expo, June 10, 2014; and presented again with updates at Social Media Week Chicago on September 25, 2014. http://www.irce.com/speaker/grant-crowell

1. Using
YouTube
for
social
marke4ng
and
commerce
brought
to
you
by…

3. Key
Ques4ons
I’ll
(do
my
best
to)
Answer
• Who
am
I?
• Why
YouTube?
• What
are
the
key
metrics?
• How
to
measure?
• Where
to
start?

4. “To
Tube
or
not
to
Tube,
that
is
the
ques5on.”
-­‐-­‐
not
Shakespeare

5. What
is
?
Tyson:
Karl
J
Kaul/Wonderful
Machine;
Background:
Pat
Gaines/GeCy
Images

6. Here’s
what
it
HAS
BEEN
too
oCen
and
SHOULDN’T
BE…

7. YouTube
is
NOT
a
billboard
Yet
most
brands
and
agencies
s4ll
treat
it
that
way.

8. Too
oCen,
YouTube
is
treated
by
companies
as
just
a
publishing
outlet,
and
not
a
true
social
plaMorm

9. With
no
social
strategy
or
commitment
to
engage
with
your
audience,
YouTube
becomes
just
a
“dumping
ground.”

10. • YouTube
is
NOT
stand-­‐alone
content
plaIorm.
• YouTube
IS
a
social
media
plaMorm.
• A
social
plaMorm
needs
a
social
strategy.
• It
needs
to
integrated
into
your
other
social
media
marke4ng
efforts.

11. Your
job
is
NOT
DONE
when
you
publish
the
video.

12. You need to ensure the
videos are watched and
result in action

14. YouTube
is
a
Shopping
Mall

15. YouTube
is
a
Shopping
Mall
• Many
stores
to
choose
from.
• Many
shoppers
enter
a
store
in
“just
browsing”
mode.
• Shoppers
easily
bounce
from
store
to
store

16. Think
of
YouTube
as
a
Casino

17. Why
a
Casino?
• Your
5me
is
YouTube’s
money
• YouTube’s
revenue
stream
comes
from
adver4sers
• Their
goal
is
to
have
you
stay
long
enough
un4l
the
house
wins.

18. The
trick
is
in
knowing
how
to
leave
when
when
you’re
winning.

19. VIDEOLOGY
101
SOCIAL
VIDEO
MARKETING

20. From
the
book
Socialized!™
by
Mark
Fidelman

21. Social
Media
Is…
People
PlaMorms
Par4cipa4on

22. Social
Media
MARKETING
Is…

23. Increased
speed
of
access
to
knowledge
Reduced
communica4on
costs
Reduced
opera4onal
costs
Decreased
travel
costs
Reduced
4me
to
market
for
products/services
Increased
customer
sa4sfac4on
and
loyalty
Increasing
number
of
successful
innova4ons
for
new
products/services
Increased
influence
Increased
employee
sa4sfac4on
Increased
revenue

24. “Social
Video”
What’s
that?

25. “social
video”
according
to
Wikipedia
(sort
of…)

26. “Social
video
marke5ng
(SVM)
is
a
component
of
an
integrated
marke4ng
communica4ons
plan
designed
to
increase
audience
engagement
through
social
ac5vity
around
a
given
video.”

28. Video
augments
our
human
nature

29. “Video
is
a
highly
effec4ve
persuasion
technology
…It
has
become
one
of
the
most
effec4ve
ways
to
mo4vate
–
people
towards
certain
Dr.
BJ
Fogg,
behaviors.”
Director
of
Persuasive
Technology
at
Stanford
University,
2010

30. “Video
is
one
of
the
greatest
ways
to
help
personalize
the
brand
and
create
a
TRUSTED
experience.
We
tend
to
trust
humans,
not
some
corporate
logo;
and
video
is
the
best
way
to
do
that
on
a
scaled
basis.”
–
Frank
Eliason,
Director
of
Global
Social
Media
at
Ci4
and
author
of
“@
Your
Service.”

31. Video
is
more
persuasive
than
text
and
graphics
combined
• More
entertaining
• More
emo4onal
• More
interac4ve
• More
engaging
• More
empowering
• More
persuasive
• More
egalitarian
• More
personal
• More
impacMul
with
sharing
• Low
entry
barrier
for
par4cipa4on
(Fast,
cheap,
easy!)

33. YouTube
now
top
spot
for
investment:
A
significant
67%
of
marketers
are
increasing
or
planning
to
increase
their
use
of
YouTube
this
year.
It
is
the
top
area
where
marketers
plan
on
increasing
their
social
media
efforts.
-­‐-­‐
Social
Media
Examiner,
2014
Social
Media
MarkeSng
Industry
Report

34. Changes
since
2013…
Among
ac4ve
content
creators,
YouTube
rose
to
the
#4
slot
ahead
of
Blogging;
just
below
Facebook,
Twiner,
and
LinkedIn.
-­‐-­‐
Social
Media
Examiner,
2014
Social
Media
MarkeSng
Industry
Report

35. Social
Media
Pros
swear
by
YouTube

37. ROI
is
even
more
the
top
priority
Courtesy
of
hnp://www.leadformix.com

38. YouTube
Opportuni4es
for
Business
• Unlimited
uploads
• Free
hos4ng
• Account
Resources
• Easy
and
Fast
• Reach
• Clickable
links
• YouTube
SEO
• “Going
viral.”
• Thumbnails
• Closed
Cap4ons
• Annota4ons
• Associated
Website
• Organic
and
Paid
• Paid
adver4sing
• Brand
channels
• Free
analy4cs

39. Thumbnails

40. Closed
Cap4ons

41. Annota4ons
(links)
to
your
Websites

42. “Buy
Now!”
clickable
ecommerce

45. Most
companies
choose
YouTube
for
their
giant
audience
and
brand
recogni5on.
But
in
some
instances…

46. YouTube
may
HURT
your
website
rather
than
help

47. YouTube
Has
Challenges
for
Business
• Latency
• Traffic
away
from
site
• Poor
analy4cs
• Limited
control
over
the
site
experience
• No
switching
out
videos
on
your
channel
• Limited
player
control
• No
automa4c
product
page
publishing

48. Big
“Social”
Mistakes
with
YouTube
• Turning
off
comments
• Not
having
a
community
manager
for
your
YouTube
channel
or
network.
• Not
being
genuine
• Not
being
transparent
• Not
listening
• Not
engaging
personally
• Not
accep4ng
feedback
• Not
asking
your
customers
what
they
would
like
to
see
• More
concerned
with
trying
to
impress
than
actually
be
helpful.
• No
performance
plan
• Distracted
by
quan4ty
rather
than
focusing
on
quality.

49. How
to
tell
if
your
company
suffers
from
“Viral
Video
Mentality”
(VVM)
• A
chronic
compulsion
to
ask
speakers
at
marke4ng
conferences,
“How
do
I
make
a
viral
video?”
• A
failure
to
connect
with
actual
business
objec4ves.
• Always
“swinging
for
the
fences”
instead
of
looking
for
many
singles
and
doubles.

52. Primary
YouTube
Key
Performance
Indicators
(KPIs)
• Audience
reten4on
(average
4me
watched
of
your
total
video
length)
• Session
Watch
Time
• Subscribers

53. YouTube
SEO
Playbook
Metadata
• Titles,
Descrip4on
Social
Ac5ons
• Audience
Reten4on
(4me
watched)
• Subscribers
User
Experience
• Playlists
• Custom
Thumbnails
• Closed
Cap4ons
• Annota4ons
• Community
Support

55. Orabrush:
Social
Video
Biz
Success

56. Over
190,000
subscribers
and
43
million
views
But
more
importantly…

59. The
Orabrush
Social
Video
Strategy
Engagement
+
Conversion

60. Conversion
videos
have
a
DIRECT
marke5ng
approach
• For
Orabrush,
they
are
similar
to
entertaining,
short-­‐form
infomercials.
• They
educate
people,
teach
them
about
our
story,
and
show
our
personality.
They
also
have
a
clear
call-­‐to-­‐ac4on
for
a
purchase
to
be
made.
• Success
is
measured
in
actual
sales.
They’re
really
focused
around
ROI,
meaning
if
they
don’t
get
a
posi4ve
ROI,
or
at
least
break
even,
then
they’re
considered
a
“fail.”

61. Engagement
videos
have
a
SOCIAL
marke5ng
approach
• Engagement
videos
are
meant
to
build
human
connec4ons
with
the
viewer,
nurture
rela4onships,
and
build
up
“social
capital”
that
will
eventually
convert
to
sales
and
lots
of
word-­‐of-­‐mouth.
• Orabrush’s
engagement
videos
start
new
conversa4ons,
bring
people
back,
get
them
to
subscribe,
or
endear
them
to
their
brand.
• They
also
exist
to
buy
“mind
share”
with
viewers.
• The
goal
is
to
get
viewers
to
interact
with
the
brand
more,
and
understand
their
culture
and
story.

62. Now
for
some
goodies!
TIPS,
RESOURCES,
AND
TUBE-­‐ISMS

63. YouTube
Creators
Playbook
hnp://www.youtube.com/yt/playbook/index.html

64. hnp://www.thinkwithgoogle.com/research-­‐studies/youtube-­‐brand-­‐playbook.html

65. More
Good
YouTube
Resources
• Top
500
Brands
on
YouTube
(Outrigger
Media)
• YouTube
Online
Video
Marke5ng
Conferences
(VidPow.com/video-­‐marke4ng-­‐conference)
• YouTube
Insights
Q2
2014
hnp://www.thinkwithgoogle.com/research-­‐studies/youtube-­‐
insights-­‐stats-­‐data-­‐trends-­‐vol5.html

66. My
12
Big
C’s
of
Social
Video
1. Content
2. Context
3. Conversa4ons
4. Connec4ons
5. Care
6. Collaborate
7. Community
8. Customiza4on
9. Concise
10. Clarity
11. Considerate
12. Conversions

67. bit.ly/socialvideoroi-­‐ses

68. Check
out
my
other
free
slides
Slideshare.net/grantast

69. Don’t
be
Sammy
Sosa…

70. Be
Moneyball
Businesses
should
be
more
concerned
with
hixng
daily
singles,
doubles,
and
triples
on
YouTube
instead
of
going
for
the
home
run
swing
every
4me.

71. (Near)
conclusion…
• Have
a
social
marke4ng
strategy
behind
your
YouTube
program
• Show
real
connec4ons
between
social
metrics
and
business
goals.
• Integrate
it
with
your
other
social
media
marke4ng
efforts.
• Don’t
be
fixated
on
going
viral
–
focus
on
being
helpful
You4litybook.com

73. OPTIMIZE
YOURSELF!
Take
some
the
Ame
to
engage
with
your
audience
one-­‐on-­‐one
with
video.

74. Screw
Viral

75. Tube
Responsibly
$

76. THINK
Before
You
SHOOT

77. Congrats
for
making
it
to
the
end!
Copy-­‐paste
the
link
below
for
your
FREE
Guide
bit.ly/youtubecommerce

78. @GRANTCROWELL

79. Presenta4on
Resources
bit.ly/smwcvideo