2 Webvideo & YouTube - maximise your web marketing 03.02.11
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Transcript of 2 Webvideo & YouTube - maximise your web marketing 03.02.11
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Web Video & YouTube
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Why use Web video?• Instant, on-demand technology
• Enabled by broadband
• It’s easy and interesting to watch
• It’s a “high bandwidth” communication medium
• It’s interactive, engaging and compelling
• It adds a “Wow!” factor and credibility to your website
• Little or no distribution or admin overhead
• Speed of distribution
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Applications for Web video
• Events and seminars
• Testimonials
• Video newsletters
• Video brochures
• Product demonstrations
• Website presenters
• Multimedia and animation
• Online advertising
• Email marketing
• Repurpose for CD/DVD, exhibition, in store etc
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The business case for Web video
• Improve conversion rates online and offline
• Compress the sales cycle
• Lower the cost of delivering your message
• Deliver your message more consistently
• Deliver your message better
• Deliver your message to more people, more quickly
• Involve your customers in selling to your next customer
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5 levels of Web video
• Level 1 – Home-made or (very often) YouTube videos
• Level 2 - Professional linear videos
• Level 3 - Professional interactive videos
• Level 4 - Rich interactive media – “The next generation”
• Level 5 – Personalised video presentations
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Direct sales businesses
• Opening the door (first impressions)
• Qualifying a prospect (self qualification)
• Reducing the sales cycle and costs
• Reaching the hard to get decision maker (selling via influencers)
• Hot product marketing
• Standardising demonstrations, terminology and delivery throughout the team and even your channel
• Updateable control panels mean facts, figures and graphs can be updated
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Technical sales
• How much of the sales job is education?
• How much does this cost?
• New technology is exciting but difficult to sell – particularly early on
• Long lead times
• The simple benefits sometimes get forgotten in the technical explanation
• Demonstrate you understand the problems deeply
• Don’t focus on features – unless the audience is technical!
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Service businesses
• Intangible proposition or promise
• Differentiation is key
• Case studies and testimonials count for more than our words
• Venues, attractions and structures – panoramic video!
• Segment the audience and provide relevant case studies
• Stress financial results
• Selling the journey – go way beyond the sale
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Examples
www.virtualsalespresentations.co.uk
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What is YouTube?
• A video sharing website to upload and share videos you create
• A community
• A tool for keeping up to date with the information you need
• A place to build a subscriber base you can update easily
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Why is YouTube important?
• It’s the second biggest search engine in the world
• It’s owned by Google
• Video results now show up in search results
• It’s huge – 1/10th of the entire Internet bandwidth
• It is a great base from which to share videos across other social networking sites
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A brief history of YouTube
• Developed by three former PayPal employees
• Registered domain name YouTube.com on February 15th 2005
• Launched YouTube in December 2005
• Google bought YouTube in October 2006 - $1.65 billion
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YouTube facts
• 2nd largest search engine
• 4th largest property on the Internet
• Voted the coolest online brand
• 35 hours of video uploaded every minute
• (10,000 full length movies per day)
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How to use YouTube (more on each coming up…)• Create an account or “Channel”
• Create videos
• Upload videos
• Track results
• (Earn revenues)
• Advertise on YouTube
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Creating your account
• An account means you can interact
• You can subscribe to other people’s channels
• Create and share playlists
• Create up to (500) favourites
• YouTube will find you content you like
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Creating videos
• Brand awareness / Engagement
• Product advertising
• Retail promotion
• Direct sales
• Product support
• Product training
• Employee/franchisee communications
• Recruiting
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Upload videos
• 15 minutes/2GB limit
• Describe & “tag” your keywords (links and calls to action)
• Annotate
• Add optional soundtrack
• Beware copyright & licensing laws
• Check out www.CreativeCommons.org/
• Flickr
• Are they watermarked?
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Track results
• YouTube insight
• tubemogul
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YouTube partners
A “Privilege reserved for active uploaders and media companies that make a positive contribution to the community.”
3 criteria
1. You create original and not-too-controversial content
2. You own the copyright and distribution rights for all audio and video content
3. You regularly upload videos watched by thousands of viewers
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YouTube partners get:
• Additional channel design and branding features
• 45/55 Advertising Revenue Share (AdSense)
• No 15-minute video length limit
• Choose which videos to monetise
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3 ways to advertise on YouTube
• Promoted videos (via AdWords)
• Sponsored links (text or video) – drives traffic to site
• Big spenders can have a direct relationship and buy large chunks of home page real estate (Flash or video)
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Target ads by
• Age and gender (based on sign-up info provided)
• Types of user, e.g. people who declare themselves to be “creators” on YouTube (like musicians or comedians uploading videos)
• Genres/categories of content (like sports or entertainment, or more specifically, things like “rock music”)
• Geographic location, and time of the day
• Specific videos being watched
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Promoting your YouTube video within YouTube
• Post bulletins to friends and subscribers
• Related videos
• People who watched also watched
• Similar tags and descriptions
• Level playing field ethos
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Promoting your YouTube video within YouTube
Backlinks via
• Commenting
• “Friending”
• Subscribing
• Ratings and reviews
• Posting video responses
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Promoting your YouTube video within YouTube
• Privately via groups of up to 25 other account holders
• Emails from within YouTube
• Friends within YouTube
• Encourage subscriptions
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Going “Viral”
• Be funny, controversial, shocking or informative
• Promote via other social Web tools (Facebook, LinkedIn, Twitter, your blog, website etc)
• Digital PR
• Social bookmarking sites (Digg, Blinklist etc)
• Be the most discussed, viewed, highly rated or “favourited”