presentation on advanced youtube tactics and monetization
TRANSCRIPT
• Manhattan‐basedsearchmarketingagency• Since2004• Clientsinclude:
Agenda: 1. YouTubeMonetizationOpportunities&Case
StudiesviaPartnershipPrograms
2. YouTubeforViralMarketing&Linkbaiting
3. TipsandTricksforPromotion
4. Sitemaps,Feeds,Microformats,andMobile
User,Brand,&PartnerChannels
UserChannel=Free,canskinanddesign,Insights,butnobannersupportBrand/SponsorChannel=6Oiguremediacommitment,heavilycustomizedwithbanneradsPartnerChannel=Rev‐Shareforselectusersbasedonaudienceandcontent
• Alltiersletyoucontrolyourpagewithbackgroundimage,colors,layout,vanityURL• Alltiersletyoutagyourchannelwithkeywordsforsearch• Alltiersgiveyoucontroloffeatures(commentsoff)andmodularlayout
• Revsharew/GoogleviainVideoAdSenseoverlaysandadssurroundingvideo
• Currentlyonlyavailabletomemberswithexistingaudiences,qualitycontent,andgoodYouTubecommunitybehavior
• Channelbranding,emailsupport,longeruploads,partnerpagelisting.
Supported Countries: USA +
YouTubePartnershipProgram(YPP)
YouTubePartnerProgramgivespremiumpublisherslikeVEVO(SonyMusic/Universal/EMIpartnership)
• specialin‐videobranding
• overlays• banners• in‐streamrolls• 1‐clickbuys• Directadsales
Enablescopyrightownerstoclaimandmonetizetheircontentvia“ContentID”
ChrisBrown&SonyMusicCaseStudy• “ClicktoBuy”monetizationprogram–buythesongdirectlyfromthevideo
• Sonyclaimedtheircopyrightedcontentvia“contentID”program&added“clicktobuy”overlay.
• VideoresultedinhugetrafOicspikeonChrisBrownsite(graphicredactedhere)
Successfulcasestudy:FredFigglehorn
• Improvseriesabouta6yearolddysfunctionalkid• 83millionchannelviews• $100k+adrevenue*,minimalproductioncosts• Merchandisesales• ProductPlacement(Toys‐R‐Us/ZipItWireless)• TVguestspots• SignedMoviedealw/Nickelodeon
*Source: CNBC
StreamingRentals(BetaTesting)
• Ad‐free,monetizeviarentalfees
• NetOlix/iTunes/AmazonVODmodel
• PilotwasSundanceOilmfestival
• 2,684viewsx$3.99• YouTubenetted$10,709.16
• Slowstart–wrongpartner• SEL’sownRustybricktesting–rentingSEOvideos• CurrentlyUSonly,sorryBritsandinternationalfolks!• Stricterapprovalprocess;allregularYPPrequirements+
ViralVideos=KillerLinkbait
• “DoTheJingle”videocontestbuildinglinkbaitarounduser‐generatedvideo:www.dothejingle.com
• Shakira“WakaWaka”dancecontestfor1Goal:EducationForAll:www.youtube.com/shakirawakawaka
ViralVideos=KillerLinkbaitcont’d
• BuildTop10ListsfromgreatYouTubecontent(Mashable)
Tips, Tricks & Strategies YouTubePromotedVideos
• KeyworddrivenPPCAdvertising(AdwordsforYouTube)
• Embedpromotextandcalltoaction• Driveeyeballs,brandexposure,buildaudienceandengagement
• Greatforproducts/serviceswherevideosdotheselling(theiPhonesuperscreen)
• Findvendorstocreatevideospots@http://www.google.com/adwords/acm(GoogleAdCreationMarketingPlace)oroDesk
• SeeDara’spresentation☺
YouTubeInsights
• AnalyticsforVideos• Viewvisitorlocation,demographics(age&gender)• Engagement:Views,comments,favorites,ratings• Viewinboundlink/referraldata,embeddata• HotSpots(andcoldspots)–similartobouncerate–measuresengagement–whereusersareleavingvideo
• HelpsdeOineyouraudiencefortailoringfuturevideos
Tips, Tricks & Strategies, cont.
YouTubeLabs
• Captions:AddcaptionsandsubtitlestoyourYouTubevideoswithinteractivecaptioneditor(accessibility)
• VideoAnnotations:Addinteractivecommentarytoyourvideos!Linktoothervideos,addnotes,andmore
• Feather:View&TestYouTubevideosonasuper‐lowlatencypage
Tips, Tricks & Strategies, cont.
CreatorsCornerYouTube’sportalwithtoolsandtipsforcreatinggreatvideocontent
• Lotsof“howto”infoandforums• Tipsontagging,descriptions,optimalvideoformats• Infooncuttingedgetechnologiessuchas3DvideoandAudioSwap(addsoundtrackfromYouTube’sextensivelibrary)• ProjectIdeas–greatforinspirationonwhattopicstocreatecontentaround• Discounts–specialdealsonFlips,VideomakerTrainingVideos,AppleStorepromos,Logitech,andmore!
Tips, Tricks & Strategies, cont.
Video Sitemaps & Video MRSS Feeds
• Nodownsidetopushingcontentvs.relyingonacrawl• Wordpress/Drupalandmostplatformshavemodules/plugins–noprogrammingexperiencerequired
• XMLfeed,managedthroughGWT(orBWT)• Sitemaps.org=OfOicialProtocol• Suggestmetadata(tags,descriptions),thumbnail,category,rights,location,includecomments/trackbacks
• MayhelpvideosappearmorefrequentlyinSERPsviaUniversal/Blended
• Helpssiteswherevideoscannotbecrawled(temporarysolution,idealistobefoundviapushandpull)
Microformats RDFa,FacebookShare,Yahoo!SearchMonkeyRDFa
• RDFa:VideoinformationmarkedupintheHTMLofthedocument
• TheessenceofRDFaistoprovideasetofattributesthatcanbeusedtocarrymetadatainanXMLlanguage(rel‐nofollowisamicrodataformat)
• Tagelementsrelatedtothevideosuchascreator,license,mediaplayer,duration.
YouTube for Mobile m.google.com/youtube
• ApppreinstalledoniPhoneandAndroid(mustdownloadonWindowsandNokiaphones)
• Real‐TimeStreamingProtocol(RTSP)• Bestformats=H.264,MPEG‐2orMPEG‐4• 30FPS,640x360(16:9)or480x360(4:3)• By2014,morethan500millionusersworldwidewillsubscribetomobilevideoservices,equalto8.5%ofallmobilesubscriptionservices
