2. Introductions

3. Background
• Youtube was created in February 2005 by three former Paypal
employees : Chad Hurley, Steve Chen and Jawed Karim.
• It was created as a way for people to upload videos and share
content, for free.
• First video ever uploaded was called “Me at the Zoo” and showed
Karim, one of the creators, standing in front of elephants at the San
Diego Zoo.
• http://www.youtube.com/watch?v=jNQXAC9IVRw

4. Background
• During the summer of 2006, YouTube was one of the fastest growing
websites on the Web.
• On October 9, 2006 Google bought YouTube for $1.65 billion.
• On July 23, 2007 YouTube and CNN hosted their first presidential debate,
featuring citizen-submitted video questions.
• In the 2008 election cycle, 7 of the 16 presidential candidates announced
their campaigns via YouTube.
• On October 12, 2009 YouTube passed 1 billion videos a day.
• Today http://youtu.be/ZuY_EzTonDc

5. Youtube “Socially”
• Youtube is the second biggest search engine and is
used to share, embed and connect people socially.
• You can “friend” people, subscribe and comment on
other videos or pages.
• Musicians use Youtube as a means of sharing their
music.
• Youtube is used for presentations and sharing valuable
content with others.
• Advertisements are now run on popular videos.
• Youtube has been used in political debates.
• Also used for people to create webcasts and reach out
to an audience.

6. Youtube Statistics
• %70 percent of Youtube traffic comes from
outside the US.
• Over 2 billions videos are viewed everyday.
• Over 4 million people are connected and auto
sharing to at least one social network.
• Over 5 million people have found and subscribed
to a friend's channel using YouTube's friend-
finding tools.
• Every auto-shared tweet results in six new
YouTube.com browsing sessions.

7. How-To
• First step: Make an account.
• Second step: Set up your channel (if you want
to).
• Third step: Type video searches into the
toolbar and watch, like, download, edit or add
them to your playlists.

8. Things You May Already Do on Youtube
• Create a playlist
• Create a channel
• Upload & share videos
• Embed videos
• Rip videos (not legal) to computer
• Rip music (also not legal) and convert it to an
mp3 or other music file.

9. Things You May Not Know You Can Do
on Youtube
• Leanback: You just sit back while Youtube
plays videos tailored to your interests without
you searching for new content.
• Disco and “Tube Radio”: Youtube will create a
playlist of music based on your interests and
play a continuous stream.
• Youtube Test Tube: You can sign up to test
Youtube’s new services before they come out

10. Things You May Not Know You Can Do
on Youtube
• Create: You can create your own animated videos with
Xtranormal Movie Maker and One True Media
• Creators corner: A place where you can “find
inspiration”, “upload & optimize your footage”, “edit
your footage” and “upload it.
• Creative Commons: Recently released is the ability to
take videos from under the “creative commons”
section to edit and do whatever you want with, legally.
• Annotations: This feature allows you to create clickable
links within videos to link to playlists, channels or other
videos.

11. Things You May Not Know You Can Do
on Youtube
• Watch later: You can click a little “+” button on third party
sites and when you come back later it will be there
waiting.
• Quiet tube: This strips everything out of Youtube except
for the video itself allowing you to fully concentrate on the
content.
• Live: This service isn’t launched yet but is similar to
Ustream and Livestream where you can watch shows live.
• Youtube for TV: By clicking a link on your smart phone or
internet enabled TV you can get Youtube formatted to
watch.

12. Internet Marketing Integration of
Youtube

13. Future of Youtube
• Active sharing that signals when you are watching
a certain video
• Better video editing tools
• Video recommendations based on what you’ve
already watched
• Analytic tools
• YouTube is also planning some more “Tentpole
Content Initiatives” to draw a mass audience
including: The YouTubeGames, Living Legends,The
YouTube Global Gathering.

14. Interview: Daniel Elias
“Technology Youtuber and Reviewer”
• 1.) What is your knowledge on Youtube?
“To me YouTube is a video content creating platform which allows anyone from anywhere to
make a video for free and distribute it to the world.”
• 2.) Do you use it? How do you use it?
“Yes we do use YouTube. We use it to create technology related content whether it be news,
product reviews, interviews or even tutorials not only for our main target audience of Australia
but the whole world. ”
• 3.) How has Youtube changed over the past six years?
“YouTubehas only been opened since 2005 so its only six years old but boy has it changed.
When it first started out I was in high school and remember seeing somebody watching a video
on it. To me it was just another video site but I never knew it would grow into what it has
become today. It has changed in not only the way content creators like us make videos but how
we distribute them and even create some basic revenue off them. ”
• 4.) Where do you see Youtube going?
“YouTube is already experimenting with live streaming and slowly rolling out this feature to
partners such as ourselves. In the future I would love to see this live streaming feature be
available to all users and be integrated into the website by making use of our already built up
audiences and subscribers. It may eventually overtake other live streaming services such as
Ustream.”

15. • 5.) How do you think social media has influenced Youtube vice versa.
“Social media has influenced YouTube in a big way. It makes it faster and even easier to
distribute content to people all over the globe. YouTube has integrated features which allow you
to post to Twitter, Facebook and other platforms. Also social media such as Twitter has allowed
videos to be come viral within a matter of minutes or even hours by people retweeting posts of
videos to their followers.”
• 6.) How has Youtube utilized internet marketing integration?
“The YouTube partner program has allowed YouTube to let advertisers target specific audiences
with content specific ads. For example, since we are a technology based channel we have
technology related ads either next to or integrated into our videos. This benefits not only the
advertiser but also the content creator as they can make a small or big amount of money for the
effort they put into creating their videos.”
• 7.) Do you ever use Youtube for other purposes besides music/videos?
“No we don't use it at all for music.”
• 8.) What are the pros of using Youtube for music? Cons?
“The pro's are that anyone can watch your favourite music video wherever you are, either on
your mobile device or a computer without paying a cent or having to buy it. That said one of the
con's are that there are websites out there which can take a YouTube video turn it into an MP3
and package it up for you to download. Obviously this is piracy and its a big problem in the
world today.

16. • 9.) What do you think Youtube could do better?
“For now I'm quite happy how YouTube is. I think it would be nicer if they could roll
out some of their new features quicker to more users as some feel left out when
they are not included in beta testing of new features. They could also improve on
the way we upload video's from third party software such as Final Cut Pro X.”
• 10.) Out of the top 5 music platforms (Youtube, Pandora, Spotify, IHeartRadio and
iTunes) Where does Youtube compare with and without the use of social media?
“Since I have only ever used YouTube and iTunes I cant really compare it to other
services. But when you stack them up against each other, YouTube has the
competitive advantage of being able to listen to your favourite song for free (as
long as you have internet access). iTunes on the other hand is really more for
owning the music you listen to. i.e. not having to have an internet connection to
listen to your music. Also iTunes offers more than YouTube does. They offer movie
and TV show rentals or purchases (which YouTube has just started but itnt quite
good at yet), they offer thousands of podcasts which YouTube does not have.
Lastly they have the App Store which YouTube obviously does not have and does
not need. So each platform serves a different purpose. ”

17. Interview: Geoff "DeafGeoff" Herbert
Associate Producer (Syracuse.com) Web-Social Media- DJ (deafgeoff.com)
• 1.) What is your knowledge on Youtube?
“YouTubeis the most popular video viewing/sharing site on the Internet. Last year, ComScore estimated 43%
of all videos watched were on YouTube. More of my knowledge of the site will be relevant/explained in the
below answers.”
• 2.) Do you use it? How do you use it?
“I have my own YouTube channel (http://www.youtube.com/deafgeoff) which I've mostly used to post videos
of fun/ridiculous stunts I did as a morning show producer/sidekick for HOT 107.9 between 2004-2010. I
mostly use it to watch videos, either for my own entertainment or to find content for my "Viral Video of the
Day" feature on syracuse.com. They also offer chart (youtube.com/charts) and trend (youtube.com/trends)
which show what videos are popular are going viral, sometimes even explaining why or how.”
• 3.) How has Youtube changed over the past six years?
“YouTubehas changed in a lot of ways over the years -- at first, film studios and record labels resented any of
their material being on the site. Now they all use it to promote their own products by posting trailers, teasers,
and even full videos. YouTube was bought by Google in 2006, but the only change that resulted was more
integration with Google accounts (Gmail, Google+, etc). Videos can be posted in wide-screen and HD now, as
well as giving users more options to change the way they share them -- you can now link to videos at a certain
point, change whether related videos show, manipulate dimensions, and license content you post under
Creative Commons. Some have even created their own "TV shows" by posting series on YouTube, and now
networks are looking to do the same.”

18. • 4.) Where do you see Youtube going?
“In the future, YouTube will become an even bigger source for content as more TV shows can (and likely
will) air exclusively on YouTube. Video quality across the site will need to improve, but you can
already watch music videos by Lady Gaga in high-definition on any Internet-connected TV. As cable
TV begins streaming shows online for Internet-ready televisions (i.e. Google TV, Apple TV) then
YouTube will become "a channel" just like HBO, Fox, etc.”
• 5.) How do you think social media has influenced Youtube vice versa.
“Social media has influenced YouTube to become more social, of course. In the beginning, I don't think
YouTube had "friends" or "subscribers" but social networks have helped mold YouTube into what it
is today -- another social network. And now it's part of Google+, a new idea for social media that
has yet to be fully realized. Other social media sites also help to drive traffic to YouTube videos, as
users love to share what they're watching/listening to online.”
• 6.) How has Youtube utilized internet marketing integration?
“YouTubehas become a big part of marketing. The Old Spice Guy commercials alone are a fantastic
example of a brand using YouTube to build buzz about their product and get other people to talk
about it. Videos that go viral but have copyrighted music in the background used to get pulled from
YouTube immediately, but now more record labels don't seek to remove them because it gives
larger, newer audiences the chance to hear their music (and hopefully go and buy the music).
Official music videos can also make money on YouTube by selling advertising, from banner ads on
the side to :15 or :30 pre-roll videos that users have to watch before they can stream the video
content.”
• 7.) Do you ever use Youtube for other purposes besides music/videos?
“I use YouTube mostly to see what videos are going viral, but I'll watch anything and everything
that's entertaining or interesting. Music that's been out for a while, I don't typically use YouTube to
listen to it, but new music that leaks tends to be posted on YouTube first nowadays -- sometimes by
the artists themselves, such as Drake.”

19. • 8.) What are the pros of using Youtube for music? Cons?
There are many pros to music on YouTube, the biggest being that it gives a larger audience the chance
to hear an artist's music and potentially buy the artist's albums, concert tickets, etc.
Undiscovered/unsigned artists can build a fan base by posting original songs (or covering others),
the most famous example of which is Justin Bieber. It's also fantastic how YouTube now offers top
10 charts, artist/song recommendations and even lists concerts coming to a user's area at
youtube.com/music The only negative I personally see is for artists with major label contracts that
might be not seeing much revenue from having their music on YouTube.
• 9.) What do you think Youtube could do better?
“Generally speaking, anyone who uploads videos with copyrighted material (such as putting an
artist's music in the background) is violating the rules. However, I think YouTube and the music
industry could benefit greatly from broadcast radio's model, where channels pay licensing fees to
ASCAP, BMI and SESAC and artists/labels can make money on their music that way. Vevo, which is a
premium YouTube channel used by Sony, Universal and EMI, makes money from advertisements on
their channel but should also be working on a publishing deal (which they may be).”
• 10.) Out of the top 5 music platforms (Youtube, Pandora, Spotify, IHeartRadio and iTunes) Where
does Youtube compare with and without the use of social media?
“YouTube is the only one of those music platforms that's a true social media site in and of itself. The
other ones rely much more heavily on other social networks to keep conversations going about
what users are listening to (i.e. "Ping"/Twitter for iTunes, Facebook integration for Pandora/Spotify).
For all of them, though, a song/artist becomes more popular when you see friends sharing it on
other social networks.”

20. Conclusions & Questions

21. Sources
• http://techcrunch.com/2008/02/14/whats-
next-for-youtube-video-editing-
recommendations-advertiser-analytics/
• http://www.simplyzesty.com/video/20-great-
youtube-features-and-tricks-you-need-to-
know/
• http://en.wikipedia.org/wiki/History_of_YouT
ube