To gain access to the full video recording, register for free access at: http://pixvid.tv/Xy0zfi YouTube has been around for years now, but many marketers skip it when developing their marketing strategy. That's too bad because YouTube can be a powerful tool for businesses to get seen. Theresa Moore and Rob Ciampa will be tackling the questions every YouTube marketer faces when developing a video strategy (hint: it's not all about production). From social marketing to AdWords, they will show you how to build a real audience and keep it. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. Pixability TV 23
Webinar
July 25, 2012
YouTube for Marketers. From Killer Content to
Astonishing AdWords

2. Questions?
 webinar@pixability.com
 Twitter: @pixability #pixtv23

3. Agenda YouTube for Marketers
Social Media
YouTube Ads Video SEO
Outreach
YouTube Channel Website
Management Embedding
Content Mix
Analytics

4. Pixability provides
An all-in-one video marketing
solution that helps organizations…
get the in front of the to trigger the
Right Right Right
VIDEO AUDIENCE ACTION

5. Video Marketing for Dummies: The Book
 Available as
paperback and
ebook
 408 pages,
$16.32 paperback
$14.00 Kindle

6. YouTube

7. Biz video on YouTube is skyrocketing
Monthly Videos Published on YouTube
by Global Top 100 Brands
(Source: Pixability Video Radar)
8000
7000
6000
Number of Videos
5000
4000
3000
2000
1000
0
05 2006 06 2007 07 2008 08 2009 09 2010 10 2011 112012

8. Content marketing on the rise: Video is #1
Most Preferred Content
by US Brand/Agency Marketers
(Source: Outbrain, March 2012)
87%
Videos
67%
Blog Posts
44% 44%
Slideshows Articles
22%
Other

9. Video delivers throughout marketing funnel
Video Marketing Impacts Smoothly Integrates
Every Stage of Marketing Funnel With Conversion Practices
Display Ads
AWARENESS
Social Media
CONSIDERATION Retargeting
SEM / SEO
TRANSACTION
Landing Page
Optimization
SERVICE
Customer
Portal

10. Most businesses fail to optimize video
Views per Video
Top 100 Brands on YouTube
Less 1,000 to 10K to 100K to Over
than 1,000 10K 100K 1 Million 1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global
brands got fewer than 1,000 views, meaning they failed to
reach their audience.
Source: Pixability Online Video Grader Sample of 150,000 business videos
on 1270 YouTube channels belonging to Top 100 Global Brands

11. Customer Problem: Ineffective Video Marketing
Big brands like Liberty Mutual produce expensive videos no one watches
Most corporations (and agencies) struggle with the management of their YouTube channel

12. The Best YouTube Marketers Produce More Videos
Average Number of YouTube Videos per Channel
200
181
180
160
140
120
100
80
60
40 29
20
0
Top Quartile Bottom Quartile
Source: Pixability Online Video Grader

13. Content

14. You’re NOT making Avatar…

15. …but you need to tell a good story.

16. Find out what your target audience cares about
“What is going on in my industry on YouTube?”
 Pixability Video
Radar: Analyzes
videos and channels
that deal with a
particular topic
 Metrics on
• Audience size
• Most popular content
types and sub topics
• Social media reactions
• Viewer sentiment

17. Video Radar Example: Video Length
• The old cliché that a
YouTube video has to
be short is simply not
true.
• Longer content
attracts many viewers
as well.
Videos longer • People seek longer
than 3 minutes content when they are
getting serious about
buying.

18. Channel Management

19. YouTube Channel Page
“Avatar” and
Channel Title
Links
Great to send
people to your
website or social
media channels
Featured Video
First thing that
most visitors see
Channel
description and
channel tags
Important SEO
Featured
influence
Playlists
Helpful guidance
for viewers

20. Customized Pages
Available for YouTube partners and big advertisers

21. The Importance of Playlists
 Helps viewers find
related content
 Positive for video
SEO

22. Subscribers
 Good way to
engage loyal
viewers.
 Don’t overestimate
traffic impact for
marketing-oriented
channels. Often
less than 1%.

23. Video SEO

24. YouTube is the 2nd largest search engine
 Very strong in
how-to content
 YouTube SEO
follows different
rules than
traditional SEO
 Google
prioritizes pages
with YouTube
videos highly in
conventional
search

25. Video SEO highly influential for Google SEO
 Google seems to
prioritize web pages
Video
that have videos.
 Now automatically
recognizes
Video embedded YouTube
videos on pages.
Video
Video
Video

26. 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

27. Important Traffic Source:
Related Videos
Related Videos
Related Videos
Selected by YouTube’s algorithms
Selected by YouTube’s algorithm
based mainly on tags tags and
based mainly on similar
user behavior

28. Influence Factors on YouTube SEO
Search ranking factors in order of importance:
1. Video title
2. Total number of views the video got
3. Recent number of views the video got
4. Video tags
5. Number of times the video has been embedded on other
sites
6. Number of links from external sites to the video
7. Description text
8. Video age: Older is better, unless it’s a trending topic
9. Transcript texts
10. Number of total views of the video’s YouTube channel
Source: Pixability statistical analysis of YouTube search results

29. Website Embedding

30. Should you use a YouTube player on your site?
In a word, yes.
Pro:
 Free
 Very broad device
support
 Very strong
effect on video
SEO
Con:
 Limited control
 Somewhat limited
Example: nike.com analytics

31. Customized Embed Codes
The YouTube player is more flexible than you think.

32. Social Media Outreach

33. The Importance of Social Video Sharing
 Up to 50% of a YouTube video’s views (on
average) are generated by external sites
 YouTube’s algorithms increasingly prioritize
frequently shared videos
 Better search rankings
 Higher visibility in “Suggested Videos”
Source: Pixability Caffeine Analytics

34. YouTube Videos in Facebook

35. YouTube Videos in Twitter
35

36. YouTube Videos in Pinterest

37. Social Media Tips
1. Understand your audience
 Use the right kind of content
 Give people a reason to share your videos
2. Pick your battles: Doing it right is more important
than doing it all
3. Use your YouTube videos on all your social channels
 Attractive content for social marketing
 Don’t upload videos to Facebook, but embed YouTube
players
4. Expect short attention spans. Don’t be afraid of
repetition.

38. YouTube Ads

39. Ad Strategy
1. Good content + YouTube strategy =
views and web traffic
2. Effective seeding drives views and
amplifies reach
3. Seeding bad content = bad marketing
4. Targeted landing pages are critical

40. How it works
1. Select: 2. Place: 3. Call to Action:
Choose one or Put ads where Users can immediately
several of your YouTube your target audience watch your video and
videos as ads. already is. click through to your
website for more
information.

41. Placement Examples: Search
Buy specific
keywords that
your customers
are likely to
search for.
Ads appear on
top of search
results.

42. Placement Examples: Videos/Channels
Place ads right
next to videos
that your target
audience may
watch.
Advantage:
Viewers are
already in the
right mood.

43. Placement Examples: Pre-Roll
Your video rolls
right before a
video that your
audience might
be interested in –
like a TV
commercial.
Users can click
right through to
your website.
You pay only per
view, not by the
length of the ad.

44. Good targeting boosts click-through rates
Click-Through Rates on Video Ads
0.7% Video Ad Networks
3.5% Video Portals
+ 34% Hyper Targeting
Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data

45. Analytics

46. What to Analyze?
 Raw numbers like views, users, demographics
 Traffic sources
 Embed sites and links
 Search keywords
 User engagement and sharing
 Click tracking
 Process: Establish a rhythm for analysis, e.g.
monthly deep-dive with a quick weekly update

47. YouTube Analytics
• Good starting point
and free.
• Optimized for content
producers, not
marketers.
• Figuring out the most
important facts for
marketers is tough.

48. Advanced Analytics
• For example in Pixability
Caffeine
• Easier and time-saving
way to get to the right
business facts.
• Where did my traffic come
from?
• What do I need to focus
on?
• How do people react?
• What are my competitors
doing?
• Automated email alerts.

49. Video Radar: Analyzing Viewer Feedback
• Monitoring what
people think is as
important as watching
pure view numbers.
• Pandering to the
audience with badly
executed humor can
go very wrong.

50. Now What? Making Analytics Actionable
Don’t stop at analysis, but define clear actions
 Produce better / more / different content
 Watch carefully what people like
 Invest in advertising and SEO
 Improve social media outreach
 Improve calls-to-action
 Tell people what they should do next
 Make it easy to contact you
 Make sure you track all clicks, e.g. with bit.ly

51. Agenda YouTube for Marketers
Social Media
YouTube Ads Video SEO
Outreach
YouTube Channel Website
Management Embedding
Content Mix
Analytics

52. Cloud-based software for marketers and agencies
Analysis
Online Video Grader Video Radar
Measures individual channels Measures topics, competitors and sectors
Video Marketing Platform
Video Portfolio Management
Action
Call-to-
Plan Create Publish Promote Ad Target
Action
Discover and Video Search Social media Hyper-ad Advanced
Benchmark production Optimization Integration Targeting Analytics
Keywords Outsourced Integrated web
Competition management & Deep YouTube
Audience branding Social sentiment
Sentiment Recommendations
Website

53. www.pixability.com
888-PIX-VIDEO
888-749-8433
andreas@pixability.com
theresa@pixability.com