FOCUS

Social Media for Sales

Background

• World’s biggest video sharing community

• 2nd biggest search engine in the world (after Google)

• 400 tweets per minute contain YouTube links

• YouTube mobile now gets 100 million visits a dayYouTube has made online

video accessible to all

Youtube

Facts

• 72 hours of video are uploaded every minute, or more than one hour of video is uploaded to YouTube every second.

• 3 billion hours of video are watched each month. Up from 2 billion. These are numbers your brain cannot comprehend.

• http://www.reelseo.com/youtube-statistics-growth-2012/#ixzz1yF4tlycz

• 39 countries, and 54 languages. Squeezing video in every region of the world possible.

• A view count of 1 trillion in 2011, or 140 views for every person on Earth. If you couldn't comprehend billions, you have no chance of comprehending trillions.

How YouTube is Used To Market Brand awareness Product advertising Retail promotion Direct sales Product support Internal training Employee Communications Recruiting

Business and Video

Video = lingua franca of business communication

Mainstream business news

WSJ NYT

Why use video?

It’s the most powerful on-demand communication platform ever created (OPA study)

It can be viral It’s high impact Get ready: it will also scale well in a

mobile phone world

Programming and producing

Types of video

Marketing Videos

Introduce yourself and your product/ service Blendtec/Mentos/Diet Coke

Product overviews and tours Attract and entertain customers Profiles of your finished projects or

service Success stories from your customers

Do It Yourself: Scalable

Simple tools Flip camcorder, YouTube (Pure Digital) Audio only, archiveable (iTunes,

Freeconferencecall) Webcasts with video, archivable

(DimDim (free) Live group video webcast (OpenACircle

(free) Video Collaboration Tools (Shwup,

Market7) Slideshows - video (Animoto)

The Flip

£100-170 Fits in your

pocket 30-60 minutes Upload easily Simplest camera

ever Largest selling

camcorder on Amazon.com

Audio

iTunes £20 mike Stick it in your

computer Self conscious?

Get a friend to be your host, interviewer, co-conspirator

“Slideshow” Tools

Animoto The Ultimate-Eye-

Candy-Maker Web video or DVD

quality Consumer $3 a video Business $99

unlimited 3 months, $295 unlimited annual

Stock footage never looked this good

Planning Your YouTube Video

Why video? Who is your target market – niche? What is your message?

What problem do you solve? How do you solve it? What makes you different?

Story Boarding

Equipment Required

Camera choice

Equipment Required

Essentials

Lighting Set Up

Screen Recording

Capture your mouse movements Great for software training and demos

Editing Software

Microsoft Movie Maker Free software with camera Adobe Premiere Elements Apple iMovie Apple Final Cut Express Sony Vegas Movie Studio HD Youtube editing Pro options

The Edit

Start with a Title Use a legal background music

www.cuttothebeat.com Keep transitions simple Use other on screen graphics, e.g. Step

1… Finish with web address and contact

details Keep it short

Recommended Settings

File format: MPEG-4, MPEG-2, or H.264 Resolution: 720p or 1080p Aspect ratio: 16:9 Frame rate: 30 frames per second Length: 1 to 3 minutes (max 15) File size: Max 2GB Audio format: MP3

CASE STUDY – Tiger Woods PGA Game

A great example is the Tiger Woods’ PGA game—when the customer found a glitch in the game where Tiger walks on water, he posted the video on YouTube describing the glitch. And this is how Tiger responded:

Tippex – Shoot the bear

Publishing and Optimisation

Upload your video

Upload your video

Youtube tools to optimise your video Metadata Thumbnails Annotations Playlists and Video Responses Channel page

Metadata

Optimise your thumbnails

Annotations

Annotation

Playlists

Optimising your Channel Page

Optimise your Channel Page

Arab Idol

Samsung Imaging

Channel Intel

Fedex Channel

Fedex crisis management

Community and Social Media

Promoting Your YouTube Videos Embed videos in your website Add links to your YouTube channel Get other people to link to you Email your customers Promote on Facebook and Twitter Promote with YouTube pay per click

advertising Promote on other video platforms

Embedding a YouTube Video

Use the word ‘video’ in the page title and headline

Use ‘keyword rich’ descriptive text next to the video (Google can’t read moving pictures)

Repeat the ‘call to action’ beneath the video

Promote on YouTube alternatives

Blip.tv the site has a focus on episodic content and the

unique feature of blip.tv is that it can distribute your episodes to other video distribution sites (like YouTube, Vimeo, etc.)

Assuming your content qualifies, your episodes can be viewed via cable service providers (on TV) who’ve partnered with blip.tv

Promote on YouTube alternativesVimeo Established in 2004 (one year before YouTube)

and it’s a solid alternative to YouTube geared toward skilled content producers

Vimeo doesn’t allow commercial, gaming or pornography videos; or anything NOT created by the user to be hosted on the site

Promote on YouTube alternatives

Viddler Has the unique feature of allowing you to make

a comment at any point in the video Videos uploaded under the free service have

advertising automatically overlaid, which is kind of lame.

The service does come with powerful paid options (detailed analytics, priority encoding, HD encoding, iTunes support, branding and control over advertising, including a revenue-sharing option)

Promote on YouTube alternatives

TubeMogul Can distribute your videos far and wide (to other

video distribution hubs like YouTube, Viddler, Vimeo, etc.) and provides powerful statistical analysis and even geographic tracking

Most advanced features are pay-to-play, of course

Publish your videos on Facebook

Once you have your YouTube account connected to your Facebook account, you can come in and hit the “Like” button on your video

It will be published on your Facebook Profile wall with the little video player

To get videos onto your Facebook business page you need to copy the URL of your video and paste it onto your wall, or you can try out some of the Facebook apps http://www.facebook.com/apps/application.php?id=158

587972131 http://www.facebook.com/Involver

Integrate YouTube with your blog

WordPress has two plugins that are seldom used yet provide a powerful integration between your blog and YouTube

Genki YouTube Comments plugin

Allows you to feed comments appearing on your YouTube video back to your blog

Smart YouTube Allows you to easily insert

YouTube videos/playlists in your post, comments and in RSS feed

Measuring your Youtube Success

Youtube Analytics

YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming.

What you learn by using YouTube Analytics can help inform programming and production decisions for your channel.

It helps every creator be smarter and more strategic with the videos they create.

YouTube Insight

YouTube Insight is a self-service analytics and reporting tool that enables anyone with a YouTube account to view detailed statistics about the audience for the videos that they upload to the site

YouTube Insight allows you to view data for a specific video or aggregate data from all videos for a channel

Tips, tools and takeaways

1. Be active, regularly

- Comment- Vote- Favourite- Subscribe- Make playlists - Publish

content

2. The first 15 seconds is key

- Capture attention- Subtle brand

presence- Maintain

engagement

Tips, tools and takeaways

3. Interact with other users

- Other YouTube users will promote your content better than anyone else will – show them love and they’ll show you love back.

4. Use YouTube’s resources

- http://www.youtube.com/creators/

- http://www.youtube.com/create

- http://www.youtube.com/testtube

Tips, tools and takeaways

5. Promote your content

- Use paid, earned and owned media channels to publicise your content

6. What’s your call to action?

- What do you want people to do after they’ve interacted with your content?

Tips, tools and takeaways

7. Tag and label everything

- The way you describe your content is almost as important as the content itself – make it searchable!

8. Use annotations wisely

- Add background information about the video

- Create stories with multiple possibilities (viewers click to choose the next scene)

- Link to related YouTube videos, channels, or search results from within a video

Tips, tools and takeaways

9. Collaborate

- Invite other users to help you solve problems or address challenges – this brings audience and passion together.

10. Attention to detail

(Simple things like thumbnail selection play a vital role)

Bonus resources

http://www.youtube.com/creators/playbook.html

http://viralvideochart.unrulymedia.com/

http://www.paratuscommunications.com/index.php/2011/06/15-nifty-youtube-resources-tips-and-tricks/

15 nifty YouTube tips and tools

The Future’s So Bright

Have fun Play with it Enjoy