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PR and The good, the bad and the ugly
What is YouTube?
• Popular free videosharing website
• Anyone can post videos
• Anyone can view videos
A little history
• Founded in 2005 by Chad Hurley and Steve Chen
• Purchased by Google in 2006 ($1.65 billion US)
• 1 billion views a day
• Demographic 18-55, even male/female split
What’s it used for?
• For fun – cat tricks
• Videos for friends
• Entertainment
• Education
• Online soapbox
• PR: promoting a brand, product, getting a message out
Famous examples
• RCMP tasering Robert Dziekanski
• Susan Boyle: record 100 million hits in 9 days
• Obama campaign, including YouTube/CNN debates
• All new movies post trailers
PR nightmare?
• Canadian songwriter David Carroll gets even with United Airlines
• 7.8 million views
• http://www.youtube.com/watch?v=5YGc4zOqozo
Domino’s Pizza
• What can happen when a couple of employees pull off a silly prank and post the results to YouTube
• http://www.break.com/usercontent/2009/4/Gross-Dominos-Pizza-704482.html
Domino’s Pizza
• Domino’s Pizza responds to the crisis
• President of the U.S. company posts apology to YouTube
• http://www.youtube.com/watch?v=dem6eA7-A2I
Domino’s Pizza
• What are the lessons here?• Companies should monitor YouTube
and similar video-posting sites• Companies need to know what is
being posted about them• Fighting fire with fire: companies
should respond using the same format
• Be prepared to do own YouTube video
PR benefits
Many firms use YouTube for:
• Recruitment
• Advertisements
• Contests
• Commercials/PSA’s
• Awareness Campaigns
• Can monitor views