Presentation from Be2CampEast in June 2010 discussing online video optimisation techniques

1. Getting Jiggy with Viddy

2. Search Drives Video Traffic

3. Some Video Networking Sites

5. Why Video?
• Over the last year,
• U.K. Online Video Viewing Up ....
37%

6. Courtesy of ComScore

7. Courtesy of ComScore

8. Why YouTube?
• YouTube is the most popular video platform for
video engagement in the blogosphere with:
– 81.9% of total embedded and linked videos
– Vimeo (8.8%),
– Daily Motion (4%)
– MySpace (1.1%).
http://www.Sysomos.com YouTube Report

9. YouTube 101
• 2 Billion video views/day = 23,000 videos/second
• 24 hours uploaded/min = 2X audience of all 3
major U.S. TV networks combined
• More video is uploaded to YT in 60 days than the
traditional TV networks created in 60 years
• Average length of a YouTube video is 4 min 12 sec
**
• Popular countries for YouTube within blogs are
U.S., Brazil, Spain, U.K. and Canada.**
*ComscoreApril Online Video Metrix| **Sysomos.comYouTube Report

10. YouTube Marketing and SEO
Your Channel
Quality Content
SEO
Audience
Fundamentals

11. This is not TV advertising!
• Short videos work best < 4 mins
• First 15 seconds is the hook
• Tell a story that
– Engages
– Educates
– Point out the differences
– Entertains
– Be different
• Write with keyword in mind (if applicable)

12. Blendtec
• Sales increased
700%, 5X the
company's
old record

13. Success = more than just
text and keywords
• YouTube Ranking Factors
• Title
• Description
• Tags
• Views & frequency
• Likes, dislikes
• Playlist additions
• Flagging
• Shares
• Comments
• Age of video
• Video Responses
• Subscribers
• Favorites
• Embeds & inbound links

14. YouTube Ranking Factors
• Social Media Activity & Buzz
• Degree & frequency of community interaction
• Playlists
• Flagging
• Honours
• Insight/Trends/Analytics indicators
• Bulletins
• Authority Channel
• Google & YouTube searches
• Channel Views
• Social Bookmarking

15. YouTube Ranking Factors – (cont)
• Blogs
• News/Press/Press Release
• Crowd Sourcing –Influencers & Media
• YouTube Partner Program
• Close Captioning/transcriptions

16. Are Titles Important?
YES…!
But it’s a trade off =
Search keywords vs. enticing titles

17. Maximise Descriptive Text
• Use descriptions liberally (5000 characters)
• Use tags–optimise & de-optimise
!...................DON’T SPAM…………………!
• Important keywords FIRST
– in titles
– descriptions
– & tags

18. Enable interaction
• Rule on helping your vids go viral:
“Let people share and comment on your video”

19. Consider manually uploading
• There are tools that will auto upload... But
manual upload allows:
– More characters available (Titles, Descriptions,
Tags)
– Geo-tagging
– Closed Captions
– Annotations, etc…

20. Engage & Drive Interaction
• Add URLs to descriptions
• Track with tiny URLs (e.g. bit.ly)
• And remember the ‘http://’
otherwise people can’t click the link!
• Use annotations
• Drive viewers to other videos
• Engage the community
• Subscribe to relevant users
• Add video responses when appropriate
• Encourage linking and embedding
• Don’t Ignore your ‘Channel’
• Channel URLs followed
• Site URL followed

21. Promote, Promote and errr Promote!
• Remember to use social sharing sites, bookmarks
etc
• Embed on your blog
• Encourage people to embed on their blogs and
post video responses
• Crowd source -Target/Use Key Influences
• Spread the word internally
• Encourage your company to help seed/spread the
word

22. What You May Not Know

23. How to Create YouTube
Closed Captions
• Create and upload .SRT file –
(Tip: Google ‘.SRT File’)
• Did you create a script?
– Yes?
• Then Upload as a transcript

24. Qs?
Communication is evolving ...
... ‘are you’?
Tel : 01635 524 055 Mob: 07759 475 059
Twitter : @LeeSmallwood CAUTION: Tweets may on occasion contain nuts
Blog Blog : http://lee.smallwood.ws
Email : lee@m4design.co.uk Web: http://www.m4design.co.uk