Web Video & YouTube

Why use Web video?• Instant, on-demand technology

• Enabled by broadband

• It’s easy and interesting to watch

• It’s a “high bandwidth” communication medium

• It’s interactive, engaging and compelling

• It adds a “Wow!” factor and credibility to your website

• Little or no distribution or admin overhead

• Speed of distribution

Applications for Web video

• Events and seminars

• Testimonials

• Video newsletters

• Video brochures

• Product demonstrations

• Website presenters

• Multimedia and animation

• Online advertising

• Email marketing

• Repurpose for CD/DVD, exhibition, in store etc

The business case for Web video

• Improve conversion rates online and offline

• Compress the sales cycle

• Lower the cost of delivering your message

• Deliver your message more consistently

• Deliver your message better

• Deliver your message to more people, more quickly

• Involve your customers in selling to your next customer

5 levels of Web video

• Level 1 – Home-made or (very often) YouTube videos

• Level 2 - Professional linear videos

• Level 3 - Professional interactive videos

• Level 4 - Rich interactive media – “The next generation”

• Level 5 – Personalised video presentations

Direct sales businesses

• Opening the door (first impressions)

• Qualifying a prospect (self qualification)

• Reducing the sales cycle and costs

• Reaching the hard to get decision maker (selling via influencers)

• Hot product marketing

• Standardising demonstrations, terminology and delivery throughout the team and even your channel

• Updateable control panels mean facts, figures and graphs can be updated

Technical sales

• How much of the sales job is education?

• How much does this cost?

• New technology is exciting but difficult to sell – particularly early on

• Long lead times

• The simple benefits sometimes get forgotten in the technical explanation

• Demonstrate you understand the problems deeply

• Don’t focus on features – unless the audience is technical!

Service businesses

• Intangible proposition or promise

• Differentiation is key

• Case studies and testimonials count for more than our words

• Venues, attractions and structures – panoramic video!

• Segment the audience and provide relevant case studies

• Stress financial results

• Selling the journey – go way beyond the sale

Examples

www.virtualsalespresentations.co.uk

What is YouTube?

• A video sharing website to upload and share videos you create

• A community

• A tool for keeping up to date with the information you need

• A place to build a subscriber base you can update easily

Why is YouTube important?

• It’s the second biggest search engine in the world

• It’s owned by Google

• Video results now show up in search results

• It’s huge – 1/10th of the entire Internet bandwidth

• It is a great base from which to share videos across other social networking sites

A brief history of YouTube

• Developed by three former PayPal employees

• Registered domain name YouTube.com on February 15th 2005

• Launched YouTube in December 2005

• Google bought YouTube in October 2006 - $1.65 billion

YouTube facts

• 2nd largest search engine

• 4th largest property on the Internet

• Voted the coolest online brand

• 35 hours of video uploaded every minute

• (10,000 full length movies per day)

How to use YouTube (more on each coming up…)• Create an account or “Channel”

• Create videos

• Upload videos

• Track results

• (Earn revenues)

• Advertise on YouTube

Creating your account

• An account means you can interact

• You can subscribe to other people’s channels

• Create and share playlists

• Create up to (500) favourites

• YouTube will find you content you like

Creating videos

• Brand awareness / Engagement

• Product advertising

• Retail promotion

• Direct sales

• Product support

• Product training

• Employee/franchisee communications

• Recruiting

Upload videos

• 15 minutes/2GB limit

• Describe & “tag” your keywords (links and calls to action)

• Annotate

• Add optional soundtrack

• Beware copyright & licensing laws

• Check out www.CreativeCommons.org/

• Flickr

• Are they watermarked?

Track results

• YouTube insight

• tubemogul

YouTube partners

A “Privilege reserved for active uploaders and media companies that make a positive contribution to the community.”

3 criteria

1. You create original and not-too-controversial content

2. You own the copyright and distribution rights for all audio and video content

3. You regularly upload videos watched by thousands of viewers

YouTube partners get:

• Additional channel design and branding features

• 45/55 Advertising Revenue Share (AdSense)

• No 15-minute video length limit

• Choose which videos to monetise

3 ways to advertise on YouTube

• Promoted videos (via AdWords)

• Sponsored links (text or video) – drives traffic to site

• Big spenders can have a direct relationship and buy large chunks of home page real estate (Flash or video)

Target ads by

• Age and gender (based on sign-up info provided)

• Types of user, e.g. people who declare themselves to be “creators” on YouTube (like musicians or comedians uploading videos)

• Genres/categories of content (like sports or entertainment, or more specifically, things like “rock music”)

• Geographic location, and time of the day

• Specific videos being watched

Promoting your YouTube video within YouTube

• Post bulletins to friends and subscribers

• Related videos

• People who watched also watched

• Similar tags and descriptions

• Level playing field ethos

Promoting your YouTube video within YouTube

Backlinks via

• Commenting

• “Friending”

• Subscribing

• Ratings and reviews

• Posting video responses

Promoting your YouTube video within YouTube

• Privately via groups of up to 25 other account holders

• Emails from within YouTube

• Friends within YouTube

• Encourage subscriptions

Going “Viral”

• Be funny, controversial, shocking or informative

• Promote via other social Web tools (Facebook, LinkedIn, Twitter, your blog, website etc)

• Digital PR

• Social bookmarking sites (Digg, Blinklist etc)

• Be the most discussed, viewed, highly rated or “favourited”