"17 Killer YouTube Tactics That Build Your Responsive Online Audience" - BlogWorld East 2011 presentation by Julie Perry of BLASTmedia -- an integrated PR and Social Media Agency. Are you leveraging every possible option that YouTube gives you to be “found” by your audience? (You'd be surprised what is available.) Julie Perry's BlogWorld East presentation focused on how to tackle YouTube for business from a tactical perspective—not just about WHY you need to care about YouTube, but HOW you start taking advantage of it. Julie presented 17 top YouTube guerilla marketing tactics for how to attract more targeted audiences to YouTube videos, and then how to drive that traffic over to the channel owners’ other Web properties and online content. Topics included: YouTube channel optimization, YouTube video optimization, traffic-driving, YouTube promoted and CTA ad campaigns, social networking, adding interactive transcripts & annotations, and YouTube video SEO tactics bloggers and brands need to learn and use in their YouTube marketing efforts.

1. 17 Killer YouTube Tactics That Build Your Responsive Online Audience Julie Perry of BLASTmedia—a PR & Social Media Agency

2. First: Some Questions

4. Do YOU Tube?

5. Do YOU Tube? A destination for professional content?

6. The Power of YouTube…in 8 minutes

8. The Power of YouTube…in 8 minutes Total Internet 174,315 5,726,413 *Google Sites 143,191 1,971,939 AOL, Inc. 57,006 284,688 Yahoo! Sites 56,361 267,688 Microsoft Sites 53,090 331,282 VEVO 52,585 241,154 Facebook.com 48,792 185,817 Viacom Digital 48,696 180,638 Turner Digital 41,718 154,163 NBC Universal 31,052 65,973 Hulu 27,537 143,673 Top U.S. Online Video Properties by Video Content Views – March 2011 Ranked by Unique Video Viewers Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) Property Total Unique Viewers Video Sessions (000)

9. The Power of YouTube…in 8 minutes YouTube = 99% Total Internet 174,315 5,726,413 *Google Sites 143,191 1,971,939 AOL, Inc. 57,006 284,688 Yahoo! Sites 56,361 267,688 Microsoft Sites 53,090 331,282 VEVO 52,585 241,154 Facebook.com 48,792 185,817 Viacom Digital 48,696 180,638 Turner Digital 41,718 154,163 NBC Universal 31,052 65,973 Hulu 27,537 143,673 Top U.S. Online Video Properties by Video Content Views – March 2011 Ranked by Unique Video Viewers Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) Property Total Unique Viewers Video Sessions (000)

10. The Power of YouTube…in 8 minutes YouTube = 99% Two Billion Views Per Day Around the World! Total Internet 174,315 5,726,413 *Google Sites 143,191 1,971,939 AOL, Inc. 57,006 284,688 Yahoo! Sites 56,361 267,688 Microsoft Sites 53,090 331,282 VEVO 52,585 241,154 Facebook.com 48,792 185,817 Viacom Digital 48,696 180,638 Turner Digital 41,718 154,163 NBC Universal 31,052 65,973 Hulu 27,537 143,673 Top U.S. Online Video Properties by Video Content Views – March 2011 Ranked by Unique Video Viewers Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) Property Total Unique Viewers Video Sessions (000)

12. Come Up In Related Videos

13. On a User’s Homepage Upon Login

14. In Email Subscription Updates Email fromYouTube – weekly

15. The Power of YouTube…in 8 minutes Nearly 5 hrs Total Internet 174,315 889.1 *Google Sites 143,191 275.6 AOL, Inc. 57,006 39.2 Yahoo! Sites 56,361 42.1 Microsoft Sites 53,090 47.2 VEVO 52,585 79.6 Facebook.com 48,792 19.2 Viacom Digital 48,696 73.2 Turner Digital 41,718 37.5 NBC Universal 31,052 17.3 Hulu 27,537 215.5 Ranked by Unique Viewers -Total U.S. – Home/Work/University Locations Source: comScore Video Metrix service (NASDAQ: SCOR) U.S. Online Video Properties by Video Content Views – March 2011 Property Total Unique Viewers (000) Minutes per Viewer

17. U.S. Demographics Evenly split by gender: 53% Male; 47% Female Median Age: 33 years old Users are evenly split: East, West, South, and Midwest. 47% are married 69% at least college educated 64% describe themselves as “ tech savvy” 71% Employed 15% Students Median Income: $74,000

18. Strong Demographics via Insight Demos of a BLASTmediaPR video

20. YouTube = #2 Search Engine

21. The Power of YouTube…in 8 minutes This is an Ad Client #1 Organic Search Result

22. The Power of YouTube…in 8 minutes #1 Julie’s work on Paul Colligan’s video for BlogWorld

23. The Power of YouTube…in 8 minutes #1 Julie’s work on Paul Colligan’s video for BlogWorld

24. The Power of YouTube…in 8 minutes BLASTmedia video analytics via YouTube Insight

28. Google Universal Search / GUS

30. Rank in Google w/ YouTube Videos Page 1 Results

33. Content on your audiences’ terms

36. Cross-Platform Interactivity & Social Networking

37. Connect & Syndicate Content

38. Time’s Up!

39. Now: Let’s get tactical…

40. Name it & Claim it : Set up your channel. Choose a niche-specific channel name that is keyword-focused . Tactic #1

44. Extend Your Visual Branding : Brand your channel. Customize both your channel background & your profile picture. Tactic #2

50. From your channel page, click on “Themes and Colors” Tab and click “Show Advanced Options.”

53. Edit Channel : Fill out the “Channel Description” and “About Me” sections like a mini sales letter. Get your URL in several times—not just in the area designated by YouTube. Tactic #3

54. Top Half = Channel Description (cont) Bottom Half = About Me

58. Choose Channel Modules : Feature “Recent Activity Feed” prominently on the channel. Also use “Other Channels” to cross-promote additional content (if applicable to you). Tactic #4

61. Recent Activity Feed

64. Other Channels Module

67. Feature Some Content (even if it’s not your own): Start by building and featuring video playlists. Tactic #5

68. Build Playlists Even if they feature other channels’ content

71. How to Add a Video to a Playlist

72. Prepare for Channel Visitors : Autoplay your featured video. Tactic #6

73. Autoplay Your Featured Video

74. Autoplay Your Featured Video

75. Tell Your Audience Where to Go for More : Feature your URL with a call to action at the start of your video description (for uploaded videos) so it is hyperlinked and visible without clicking to “show more.” Tactic #7

76. Hyperlink to Your Website from the Video Description—First Thing

77. Hyperlink to Your Website from the Video Description—First Thing

78. Set up a Promoted Ad Campaign : Tactic #8

79. Set up a Promoted Ad Campaign : If I can bid just $.25 a click on my top keyword using YouTube PPV, yet it’s over $5.00 on Google PPC, that should tell you there is a huge opportunity here! It’s the last frontier. Tactic #8

80. YouTube Promoted Ads

81. YouTube Insight Results – Views from Ads

82. YouTube Search – Double Whammy! (#1 Organic + Ad)

83. Visit: http://ads.youtube.com

84. Step 1: Select an Uploaded Video

85. Step 2: Write Your Promotion

86. Step 3: Select Keywords

87. Step 4: Set Your PPC (Now PPV)

88. Confirm Your Bid & Run Promotion Remember, this is just for views that come in via YouTube search results. You may or may not come up due to the amount of the bid. HOWEVER, as you’re about to see, you’ll still get the flash call-to-action (CTA) ads. Minimum bid is $0.01

89. Run CTA (Call-To-Action) Ads : Run on all your videos (especially the featured video, if you have uploaded it). Feature a clear call to action! Tactic #9

90. Call-To-Action Ad (CTA)

91. CTA Ad from Channel View

92. Under Edit Video IF Submitted for Promoted Videos

93. Find in Edit Video Area

94. Call-To-Action Ad

95. Socialize! Search for subscribers* and friends* of related channels and send them friend invites. *These are community factors that YouTube considers. (YouTube is a social network, after all.) Tactic #10

96. Add Friends & Gain Subscribers

99. Send Friend Invites

100. Friend Invites In YouTube Inbox

101. View Friends’ Activity Feeds Upon Login

102. View Subscriptions Upon Login

103. Do Keyword Research : Do keyword research BEFORE you title, tag and write descriptions for your videos. In doing so, check out what videos are coming up, and see how they are titled and tagged. Then, take a hint. Tactic #11

105. Title Tactic : Get primary keywords in, but balance between talking to search engines and piquing interest. Don’t repeat words either—it won’t help you. Tactic #12

107. Video Tagging Tactic : Use quotes around keyword phrases. From YouTube: "Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos." Tactic #13

108. Video Tags – Use Quotes

109. Video Tags – Use Quotes

110. Video Description Tactic : The more words you include in your description, the higher your chances of being discovered by searchers ( 5,000 characters max) . Get your top keyword / keyword phrase in 3-4 times. But make it look natural with variations that users might search to find your video. Tactic #14

111. Video Description – Use Keywords…A lot!

112. Add Interactive Transcript to Your Videos : YouTube is making the content inside your video even more accessible (indexable and searchable). Tactic #15

114. YouTube Interactive Transcript

115. YouTube Interactive Transcript

118. YouTube Interactive Transcript

119. YouTube Interactive Transcript

120. YouTube Interactive Transcript

121. YouTube Interactive Transcript

126. YouTube Interactive Transcript

127. YouTube Interactive Transcript

128. Add Interactive Transcript to Your Videos : You can use SpeakerText.com to have them transcribe them for $2.00 a minute. Tactic #15

129. Leave Channel Bulletins : Add videos, or at least links. From time to time, just leave a tip. (Note: Shows in Recent Activity Feed and on the homepages of your subscribers and friends, which they often see upon login.) Tactic #16

130. Post Channel Bulletins

131. Post Channel Bulletins

132. Shows On Channel Activity Feed

133. Or post from Recent Activity Feed

134. Add Annotations For special call-outs and to put emphasis on your call to action. (Use these to link to other videos in a series or that you think your audience will like; tempt them to watch more of your content.) Tactic #17

135. YouTube Annotations

136. YouTube Annotations

137. YouTube Annotations

139. YouTube Annotations

141. YouTube Annotations

142. Google Analytics Traffic Results YouTube = Quality Traffic

143. Google Analytics Traffic Results YouTube = Converting Traffic

144. Voila! Happy Tubing! Twitter: @JuliePerry & @BLASTmediaPR YouTube: YouTube.com/BLASTmediaPR