To gain access to the full video recording, register for free access at: http://pixvid.tv/Xy1FrJ YouTube is one of the most powerful business marketing tools available today. Unfortunately, most companies do a lousy job using it. Too many organizations simply upload videos to YouTube, do nothing to leverage the power of the platform, and then complain loudly when nothing happens. Unlike posting videos of your favorite family pet doing something whimsical, you must take a different approach when using YouTube for business. The results can be dramatic. This webinar examines the art and science of effective online video marketing with YouTube. The results are based on our experience with hundreds of users and our industry-leading studies of 3,000 YouTube businesses. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. X Webinar
December 7, 2011
No More Cats on Skateboards:
Effective YouTube Strategy for Business
1

2. Agenda
• The
Business
Challenge
• The
YouTube
Blockbuster
• The
Video
“Problem”
• YouTube
Strategic
Framework
• Taking
Ac?on
Our
Goal?
Help
You
Effec?vely
Use
YouTube
to
Drive
Business
Company Confidential 2

3. Pixability:
Background
• A
Video
Marke?ng
Company
• MIT
Spin-­‐off
Headquartered
in
Cambridge,
MA
• Flagship
Caffeine
Video-­‐Marke?ng
SoRware
PlaSorm
• Promote
and
Op?mize
Your
Videos
If
They
Don’t
Perform
• Produce
Videos
if
You
Don’t
Have
Any
(or
Want
More)
• 500
Clients
• 1,000+
videos
produced
• 3,000
YouTube
Channels
Analyzed
3

4. Upcoming
Book
(April
2012)
4

5. Business
Ques?on
#1
If
someone
offered
you
one
of
the
most
powerful
business
tools
available
for
free
with
no
strings
abached,
would
you
take
it?
5

6. Business
Ques?on
#2
If
you
were
looking
to
grow
your
business
and
you
didn’t
have
the
?me
or
resources
to
use
the
most
powerful
tools
to
help
you
would
you
be
frustrated?
6

7. Welcome
to…
7

8. Why
Should
You
Care?
• World’s
2nd
largest
search
engine
• Works
with
mobile
• Con?nues
to
evolve
8

9. Where
to
Put
Your
Video
Your
Video
“Posting” “Hosting”
Public video sharing Dedicated player on your
platforms website

10. So
What’s
the
Problem???
• Academy
Award
Effect
– “If
it’s
not
Avatar
or
Incep+on
grade,
I’m
not
pos?ng.”
• Video
Produc?on
Myopia
– “But
we
spent
so
much
?me
and
money
doing
our
videos.
We’re
finished
now.”
• Virali?s
– “My
CEO
says
I
need
to
produce
videos
that
go
viral.”
• Dump
it
on
YouTube
Syndrome
– “We
put
videos
on
YouTube
and
nothing
happened.”
• Social
Media
Hangover
– “Didn’t
get
any
results
from
twee?ng
and
blogging
either.”
• Master
of
My
Web
Domain
– “I
have
a
website
with
flash,
do
SEO,
and
buy
Google
AdWords.”
10

11. What
to
Expect:
Total
Views
per
Video
Online Video
1.5%
0.2%
Grader Result
<100
8.8%
between
100
and
1000
27.6%
between
1000
and
10000
24.1%
between
10000
and
100000
between
100,000
and
37.8%
1,000,000
>1000000
• 65%
of
YouTube
videos
get
fewer
than
1000
views
• Only
1.7%
get
more
than
100,000
views
Sample
basis:
Marke?ng-­‐oriented
YouTube
channels
(not
private
users)

12. Solu?on
Roadmap
• It’s
?me
to
add
video
marke?ng
to
your
video
produc?on
repertoire
• It’s
?me
to
add
YouTube
to
your
strategy
• It’s
?me
to
tell
you
how
12
12

13. The
Pixability
YouTube
Strategic
Framework
Content
Sharing
Community
YouTube
SEO
Paid
Ads
13

14. Traffic
Sources
for
YouTube
Videos
Online Video
Traffic
source
Grader Result
40%
34%
35%
30%
25%
21%
20%
15%
13%
13%
12%
10%
7%
5%
0%
Other
Embedded
External
links
Search
Paid
Mobile
YouTube
player
on
(incl.
social
adver?sing
pages
external
site
media)
Source:
Sample
of
Pixability
clients

15. Content
1. Produce
a
lot
of
videos
2. Produce
several
different
types
of
videos
3. Present
your
content
on
a
well-­‐managed
channel
Content
Sharing
Community
YouTube
SEO
Paid
Ads
15

16. The
Best
Video
Marketers
Produce
Many
Videos
Online Video
Average
Number
of
YouTube
Videos
per
Channel
Grader Result
200
181
180
160
140
120
100
80
60
40
29
20
0
Top
Quar?le
Bobom
Quar?le
Source:
Pixability
Online
Video
Grader

17. The
Best
Video
Marketers
Produce
More
Different
Video
Types
Online Video
Grader Result
Average
shortest
video
Average
longest
video
29s
Best
Channels
1190s
(Top
Quar?le)
81s
Worst
Channels
364s
(Bobom
Quar?le)
Length
(seconds)
• The
most
successful
YouTube
channels
use
a
broader
range
of
video
lengths.
• This
corresponds
to
a
broader
range
of
different
video
types
–
anything
from
quick
promo?ons
to
long-­‐form
educa?onal
videos.
Source:
Pixability
Online
Video
Grader

18. Video
Length
Distribu?on
10.00%
9.00%
8.00%
7.00%
6.00%
5.00%
Successful
videos
Average
videos
4.00%
3.00%
2.00%
1.00%
0.00%
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170
180
190
200
210
220
230
240
250
260
270
280
290
300
310
320
330
340
350
360
• The
most
successful
videos
(10,000+
views)
use
standard
TV
commercial
formats
far
less.
They
more
frequently
use
a
3-­‐5
minute
format.
Source:
Pixability
Online
Video
Grader

19. YouTube’s
New
Channel
Layout
19

20. The
Importance
of
Playlists
20

21. Community
1. Encourage
subscrip?ons
2. Interact
with
commenters
3. Be
generous
with
friend
requests,
subscribing,
and
other
outreach
Content
Sharing
Community
YouTube
SEO
Paid
Ads
21

22. Subscribers
22

23. Subscrip?ons
and
Social
Updates:
Front
and
Center
23

24. Sharing
1. Promote
your
videos
on
Facebook,
Twiber,
and
LinkedIn
2. Embed
videos
so
that
views
count
for
your
YouTube
score
3. Use
videos
in
your
email
marke?ng
campaigns
Content
Sharing
Community
YouTube
SEO
Paid
Ads
24

25. The
Best
YouTube
Marketers
Use
Social
Media
to
Get
Traffic
7,000
Online Video
Grader Result
6,175
6,000
5,000
4,000
Top
Quar?le
3,000
Bobom
Quar?le
2,000
1,295
1,000
24
13
-­‐
Facebook
Shares
Tweets
Source:
Pixability
Online
Video
Grader

26. YouTube
Videos
on
Facebook
• Embed
your
YouTube
video
on
Facebook
• Views
will
count
for
your
YouTube
popularity
26

27. Videos
in
Email
Marke?ng
27

28. YouTube
SEO
1. Do
your
homework
with
good
metadata:
?tles,
descrip?on
texts,
tags
2. Use
playlists
extensively
3. Make
sure
you
appear
in
related
videos
Content
Sharing
Community
YouTube
SEO
Paid
Ads
28

29. The
Best
YouTube
Marketers
Do
Their
SEO
Homework
Average
Tags
per
Video
16
15
14.76
14
13.3
13
12.3
12
11.5
11
10.7
Tags
10
9.2
9
8
<100
between
100
between
1000
between
between
>1000000
and
1000
and
10000
10000
and
100,000
and
100000
1,000,000
• The
more
successful
videos
consistently
use
more
tags
and
more
targeted
?tles
and
descrip?on
texts.
Source:
Pixability
Online
Video
Grader

30. YouTube
Metadata
Title
Make it crisp. First 5-6 words
appear in search results
Thumbnail
Only 3 to choose from. Faces
and clearly recognizable
things work best.
Description text
Should be 100+ words and
keyword-rich.
Tags
Essential for search and
“related videos” traffic

31. Important
Traffic
Source:
Related
Videos
Related Videos
Selected by YouTube’s algorithm
algorithms Paid Ad
based mainly on tags tags
similar Selected by
matching tags

32. Paid
Ads
1. Run
a
campaign
to
kick
start
your
channel
2. Assign
some
budget
to
run
targeted
ads
3. Use
call-­‐to-­‐ac?on
pop-­‐ups
Content
Sharing
Community
YouTube
SEO
Paid
Ads
32

33. Paid
YouTube
Campaigns
(“Promoted
Videos”)
• Managed much like
AdWords.
• Fairly attractive
keyword pricing
(often 1/10 of
comparable AdWords
keyword)
• Can be used for
both search and
display ads
(“related videos”)
• YouTube likes
popular videos --
more paid views
might help SEO.

34. Appear
on
Google
Video
Search
34

35. Appear
on
Related
Videos

36. Increasing
Conversion
Rates
Pop-up
(available for paid
YouTube campaigns)
Link
as first element of
description text
Plus:
Clear
call-­‐to-­‐acJon
in
the
video
itself

37. The
Pixability
YouTube
Strategic
Framework
Content
Sharing
Community
Analy?cs
YouTube
SEO
Paid
Ads
37

38. YouTube
Analy?cs
38

39. Pixability’s
Video
Analy?cs
• Deeper data
analysis
• Advanced
filtering
• Exception
reporting
39

40. Pixability’s
SoRware
Tools
Online
Video
Grader
Measures
video
marke?ng
effec?veness
Market
intelligence/
Best
prac?ces
Video
Marke?ng
PlaSorm
Video
porSolio
Social
media
Publishing
Video
SEO
Analy?cs
management
integra?on
Websites

41. Summary
• Video,
YouTube
–
It’s
Not
a
Choice
Anymore
• Get
Off
Produc?on
Perfec?onism
–
Content
Rules
• Producing
Videos
without
Doing
Video
Marke?ng
Is
Just
a
Waste
of
Time,
Resources,
and
Money
–
So
Stop
It!
• Get
Started
–
Follow
the
YouTube
Strategic
Framework
• S?ll
Stuck?
OK,
Then
Give
Us
a
Call
–
We
Do
This
for
a
Living
(and
for
Many
Companies)
• Thanks
-­‐
See
You
on
YouTube!
41

42. We Make Video Very Visible.
www.pixability.com
888-PIX-VIDEO
888-749-8433
andreas@pixability.com
rob@pixability.com