Youtube pp2011

YouTube For Business

Peter Lisney© Peter Lisney and Business Pathfinder 2011

Follow me @PeterLisney

© Peter Lisney and Business Pathfinder 2011Follow 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

http://twitter.com/



• 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

http://twitter.com/


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&feature=channel_video_title

http://www.youtube.com/watch?v=KjxcU63SzqI

http://www.youtube.com/watch?v=KjxcU63SzqI

http://www.youtube.com/watch?v=Fmg_dScxCIM&feature=related

http://www.youtube.com/watch?v=Fmg_dScxCIM&feature=related

http://www.youtube.com/watch?v=rVi1Bp7dxdU



http://www.youtube.com/watch?v=3VLIy5n1q1I&feature=channel_video_title

http://www.youtube.com/watch?v=3VLIy5n1q1I&feature=channel_video_title





• Who will produce the video?

• How long will it be?

• How will you measure the results?


Measuring ROI

Attention

Interest

Desire

Action

• Views

• Likes

• Comments

• Favourites

• Subscriptions

• Website visits

• 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/)

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

http://www.cuttothebeat.com/


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

http://www.businesspathfinder.co.uk/


Any Questions