Social Media Channel Presentation

Presented by:Chris Green

Who is YouTube’s Target Market?

• According to one source from Quantcast, % ratio is split evenly between males and females (September 2011)

• Quantcast also found that the highest % of users were those aged 18-34 and Caucasians lead in usage at 65%

• Compare this to data from Nielsen on YouTube’s user profile from 2007, and for those aged 18-34 it was 21% of users on the online video site

Pros• Can see video stats

• Date of video referrals are shown

• Strong visual medium to work with (TV of the Internet)

• Largest viewership of online videos

• 2nd largest search engine (owned by Google)

• Easy to share videos

• Free hosting

• Embedding options

• Resolution choice

Cons• Unwanted competitor ads showing

up

• Upload time is only 15 minutes

• Streaming can become inconsistent

• No guarantee about videos showing up in the business’s domain name on Google Search

• Account shutdowns

• No choice in thumbnail pic (unless a partner)

• Slow playback during peak traffic

It is the 3rd most blocked website that businesses restrict

Successes• BlendTec

• Home Depot

• University of Phoenix

These brands understand that the social channel has the ability to connect with others on an emotional level

Failures1. You guessed it: not making any videos!

2. Making only a single video

3. Emphasis on equipment over content

4. Length (video is too long, so long!)

5. Ignoring your community

Plenty of more sources of failures other than these

Case Study Failure• Amazon.com

Reasons:• Low amount of video uploads

• Low amount of followers (for size of the company)

• Lack of engagement with community

Two channels of Amazon:InsideAmazon and Amazon

Trends• YouTube now allows people to rent out movies (YouTube.ca/movies)

• Music is the most popular item of interest

• Non-profits (CitizenTube)

• Video Contests (advertisers are all over this-Doritos Make Your Own Ad)

• Business-centered video sites are beginning to emerge

Trends Continued

• Key word research• Direct customer insights to create videos

(ex//IKEA 3D Showroom)• Traditional, industrial companies are

beginning to take the video route

Negative Trend:• Many companies are using YouTube as

a short-term quick fix

Trends (cont’d)

Days of the week where linking and embedding videos are most frequent

Additional Topics• Mobile Marketing and Video

• Citizen Journalism

• Relationship Marketing

• Blogging

End of Presentation

References(2009). A look inside online video engagement-part 1. Sysomos. Retrieved from http://www.sysomos.com

(2011, September). Youtube.com. Quantcast. Retrieved from http://www.quantcast.com/youtube.com

(2011. September 1). Renting moviews in Canada eh? Check out YouTube.ca/movies. Retrieved from http://youtube-global.blogpost.com

Ballek, M. (n.d.) 21 Ways to fail at online video marketing. Retrieved from http://vidiseo.com

Can I upload videos that are longer than 15 minutes? Retrieved from http://www.google.com

Cater, S. (2011, August 25). IKEA and YouTube get personal. Socialmediatoday. Retrieved from http://socialmediatoday.com

Crowell, G. (2011, March 10). The pros and cons of YouTube video for your website. ReelSEO. Retrieved from http://www.reelseo.com

Evans, Meryl K. (2009, July 28). 34 Ways to use YouTube for business. GIGAOM. Retrieved from http://gigaom.com

Hall, S. (2010, December 1). 10 Social media trends for 2011. Entrepreneur. Retrieved from http://www.entrepreneur.com

Huck, H. (2011, May 31). Blendtec has viewers waiting. [YouTube Video File]. Retrieved from http://businessandyoutube.com/category/success-stories/

Jaffrey, P. (2007, February). Who’s watching YouTube. Retrieved from http://images.jobcentral.com/jcv2/chad/YouTube-One-Sheet.pdf

Reinhard, C-G. (2009, June 1). YouTube brands: 5 outstanding leaders in YouTube marketing. Retrieved from http://mashable.com

Sheridan, M. (n.d.) Video marketing and YouTube for small business success: anyone can do it. Retrieved from http://www.thesaleslion.com

Wasserman, T. (2011, May 11). 5 Branded YouTube channels that get it right. Retrieved from http://mashable.com

Image SourcesSite source of youtube-logo:http://www.flickr.com/photos/lambdachialpha/3408079956/Owner of Photo: lambdachialpha

Site Source of brick wall picture:http://www.flickr.com/photos/tassiesim/2894048118/

Owner of Photo: tassie.sim

Site Source of Wrench picture:http://www.flickr.com/photos/nhankamer/3500831123/Owner of Photo: Noel Hankamer

Site source of Camcorder picture:http://www.flickr.com/photos/av_hire_london/5447981276/Owner of Photo: AV Hire London

Site source of Movie Theatre: http://www.flickr.com/photos/bowery/4385687715/Owner of Photo: Saire Elizabeth

Site source of TD Garden Scoreboard:http://www.flickr.com/photos/joeshlabotnik/4576714053/Owner of Photo: Joe Shlabotnik

Image Sources (continued)Site source of Followers picture:http://www.flickr.com/photos/ajc1/4243638127/Owner of Photo: AJ Cann

Site source of Colour Wheel picture:http://www.flickr.com/photos/spyndle/4875665484/Owner of Photo: Kreg Steppe

Site source of Smartphone picture:http://www.flickr.com/photos/digitpedia/4863155633/Owner of Photo: digitpedia

Site source of Blog Pin picture:http://www.flickr.com/photos/kunel/167783571/Owner of Photo: Taro Yamamoto

Site source of Newspaper stack picture:http://www.flickr.com/photos/valeriebb/1681924558/Owner of Photo: Valerie Everett

All photos in this presentation are licensed under Creative Commons, Non-Commercial ShareAlike and sourced through Google Images and flickr