Youtube pp2011

YouTube For Business

Peter Lisney
© Peter Lisney and Business Pathfinder 2011
Follow me @PeterLisney

Today’s Workshop
• Social Media Vs Website
• What is YouTube
• Planning a YouTube video
• DIY or Professional
• Shooting, editing and uploading
• Optimising and promoting
• What to do next


Social Media Vs. Website
• Social media builds relationship, creates
prospect and sends to website


• Website converts prospect from social media
and advertising into sale or lead


• Social media holds onto customer, prompts
them to buy again and helps them refer


What is YouTube?
• Founded in 2005 in a garage
• Bought by Google in 2006 for $1.65 billion
• Up to 15 minutes video stored online
• Free to watch, free to host videos
• 2nd most popular search engine (after Google)
• 40% of viewers aged over 35


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


The YouTube Opportunity
• 3rd most popular website in UK (behind
Google and Facebook)
• Few companies are uploading videos
• Fewer companies know how to get their video
seen
• Easily integrated with your website as well as
being seen on YouTube.com


RAF Cosford Museum


Alton Towers


3 Effective Types of YouTube Video
• Informative
– News
– Facts
– Case studies
• Educational
– Instructional
– How to
• Entertaining
– Go viral (if you’re lucky)!

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?


• What type of content will you use?
– Informative
http://www.youtube.com/watch?v=KjxcU63SzqI
– http://www.youtube.com/watch?v=Fmg_dScxCIM&fe
ature=related
– Educational, ‘how to’
http://www.youtube.com/watch?v=rVi1Bp7dxdU
– http://www.youtube.com/watch?v=3VLIy5n1q1I&feat
ure=channel_video_title
– Entertainment
http://www.youtube.com/watch?v=qg1ckCkm8YI&fea
ture=channel_video_title


• Who will produce the video?
• How long will it be?
• How will you measure the results?


Measuring ROI
Attention • Views

• Likes
Interest • Comments
• Favourites
Desire • Subscriptions
• Website visits
Action • Sales


Story Boarding


DIY or Professional?
• Pro video
– Looks first class
– Reflects your image
– Better creative
• DIY
– Low cost
– Likely to produce more
– Looks less commercial


DIY or Professional?
• Information videos can be shot in a single take
facing a tripod mounted camera or webcam
• Education videos may require multiple shots
and lots of editing
• Entertaining videos risk putting egg on your
face. Seek professional help


Equipment Required
• Camera choice


Equipment Required
• Essentials


Lighting Set Up


Screen Recording
• Capture your mouse
movements
• Great for software
training and demos


How to make DIY look professional
• Go digital, widescreen and high definition
• Use a tripod
• Use an external microphone
• Think about lighting
• Don’t zoom and keep panning to a minimum
• Keep it short and sweet – 1 to 3 minutes


How to make DIY look professional
• Don’t have a distracting background
• Have some movement
• Cut between different angles (shoot video
twice)
• Use close-ups
• Use rule of thirds when framing shots
• Use a teleprompter
(http://www.cueprompter.com/)

Editing Software
• Microsoft Movie Maker
• Free software with camera
• Adobe Premiere Elements
• Apple Final Cut Express
• Sony Vegas Movie Studio HD
• 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


Upload and Optimise
• Either uses or creates a Google account
• Refer to your keyword research
• Make your title keyword rich
• Use keywords in the description and add web
address, phone number, etc
• Add keywords to the tags (as many as you can)
• Choose category
• Set privacy to ‘public’


Dealing With Comments
• Enable comments and video responses but
moderate first
• Enable voting, embedding and linking – this
helps with optimisation


Your YouTube Channel
• Personalise your channel
– Colours
– Background image
– Desription
• Communicate with
subscribers and the
wider community


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


YouTube Promoted Videos
• Similar to Google Adwords
• Only pay when someone clicks
• You set the budget – as little as 10p per day
• Add a Call to Action Overlay to your video


YouTube Promoted Videos


Embedding a YouTube Video


Optimise Your Embedded 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


YouTube Success Keys
• Be interesting
• Keep it short
• Make your message clear – one
message per video
• Don’t hard sell
• Always include your web address
• Optimise for search


Who Can Help (in Shropshire)?
• 7 Video - Video in a day for £500 ex vat
• This Can - Special Offer
• Camrox - Budget video and YouTube
optimisation from media student


A Bit About Business Pathfinder
• Business development specialists who
combine online and offline marketing to grow
businesses
• Website design
• Internet marketing
• Marketing planning and management
• See www.BusinessPathfinder.co.uk
• Or call 01952 427495

Any Questions


Youtube pp2011

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