It's All About You(Tube): SMX London 2008
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REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr It’s All About You(Tube) Ciarán Norris, SEO & Social Media Director
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Getting videos into blended search results can drive huge benefits. With most videos in Google's results coming from YouTube this presentation looks at how you can make videos successful on that site.
Transcript of It's All About You(Tube): SMX London 2008
REAL LIFE SOCIAL MEDIA
CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR
baraka27 on flickr
It’s All About You(Tube)
Ciarán Norris, SEO & Social Media Director
Agenda
• Why YouTube?• Is It Right For You(Tube)• Optimising for YouTube• Conclusions
Why YouTube?
• 10 hours of video uploaded every minute• 3rd largest ‘country’ in the world• 7th most popular site in the UK*• 3rd most popular site in the world**
*Hitwise, Oct 08 **Alexa, Oct 08
Is It Right For You(Tube)?
ForresterPeopleObjectivesStrategyTechnologies
Is It Right For You(Tube)?
Altogether DigitalAudience: Assess target audience, attitudes &
activities
Objectives: Decide what it is you’re trying to achieve
Channels: Select which channels to use
Creative: Define the creative message
Delivery: Design, build & roll-out the solution
Optimising YouTube
More views=More ratings=More comments=More views
How? Get it on a category page
Optimising YouTube: Titles
Exclusive secret leaked footage you won’t believe!
Optimising YouTube: Titles
Exclusive secret leaked footage you won’t believe!
Optimising YouTube: Description
What they can’t see won’t hurt them, but it might help you
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Optimising YouTube: Thumbnail
Put it in the middle
Optimising YouTube: Tags
Keywords, keywords, keywordsor rather
Keywords keywords keywords
Optimising YouTube: Comments/Ratings
Don’t stop the conversation
Even though you may not like it
Who’s getting it right?
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Optimising YouTube: Comments/Ratings
Unfortunately, spam works
Fortunately, it’s illegal
But if it weren’t…
Optimising YouTube: Comments/Ratings
Multiple accounts
Different locations
Time is of the essence
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Optimising YouTube: Promote Promoters
Find the biggest referrers and promote them
Every view counts
Optimising YouTube: Promote Promoters
Find the biggest referrers and promote them
Every view counts
Who’s getting it right?
Who’s getting it right?
• Old-school brand launching a new product to a cooler audience
• Build brand atrributes through music tie-in
• Amplify limited TV media budget
Who’s getting it right?
• Circa 10 million views in 7 months
– Half on our YouTube account
• 5,399 ratings
• 4,071 comments
• Most popular video ever in its category
Who’s getting it right?
• Circa 10 million views in 7 months
– Half on our YouTube account
• 5,399 ratings
• 4,071 comments
• Most popular video ever in its category
Thanks for the view
Who’s getting it wrong?
Who’s getting it wrong?
Conclusions
• Decide if YouTube is right for you
• Do SEO
• Allow the conversation
• Don’t spam – unless you want it
• Have kick-arse creative
