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YouTube® and Video Marketing: An Hour a Day

YouTube® and Video Marketing: An Hour a Day

by Suzie Reider, Greg Jarboe
Publisher: Sybex
Release Date: August 2009
ISBN: 9780470459690
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Book Description

A complete, task-based guide to developing, implementing, and tracking a video marketing strategy

Online video marketing is crucial in today's marketplace. This guide teaches you proven, practical guidelines for developing and implementing video marketing for your organization.

If you're a marketer, advertising professional, consultant, or small business owner, here's a relevant guide to understanding video marketing tactics, developing a strategy, implementing the campaign, and then measuring results. You'll find extensive coverage of keyword strategies and video optimization, distribution and promotion strategies to other sites and blogs, YouTube advertising opportunities, and crucial metrics and analysis.

  • Written in the popular "Hour a Day" format, which breaks intimidating topics down to easily approachable tasks

  • Covers previously undocumented optimization strategies, distribution techniques, community promotion tactics, and more

  • Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization

  • Examines effective promotional tactics, how to optimize video for YouTube and search engine visibility, and metrics and analytics

  • Includes case studies, additional resources, a glossary, information about creating and editing video, step-by-step guides, and valuable tutorials

YouTube and Video Marketing: An Hour A Day gives you the tools to give your clients or your organization a visible, vital marketing presence online.

Table of Contents

  1. Copyright
  2. Acknowledgments
  3. About the Author
  4. Foreword
  5. Introduction
      1. Today's Online Video Market
      2. What Are Ad Buyers Waiting For?
      3. New Source of Competition
      4. Let Me Sum Up
    2. Who Should Read This Book
      1. What You Will Learn
    3. What Is Covered in This Book
      1. What's Inside?
    4. How to Contact the Author
  6. 1. A Short History of YouTube
    1. 1.1. First Mover and Fast Followers
    2. 1.2. YouTube Nation
      1. 1.2.1. A Tale of Two Paradigms
      2. 1.2.2. YouTube Founded in 2005
      3. 1.2.3. Is Time Long or Is It Wide?
    3. 1.3. Video Search Engines, Then and Now
      1. 1.3.1. Diet Coke and Mentos
    4. 1.4. Video Sharing vs. Video Search
      1. 1.4.1. Lazy Sunday
      2. 1.4.2. Ten Minutes of Fame
      3. 1.4.3. MySpace Videos
      4. 1.4.4. Stephen Colbert
      5. 1.4.5. Blind Men and the Elephant
      6. 1.4.6. Hitwise Tracking
      7. 1.4.7. The 100 Million Mark
      8. 1.4.8. Viral Videos
      9. 1.4.9. Allen's Listening Tour
      10. 1.4.10. Critical Mass
    5. 1.5. Google and YouTube
      1. 1.5.1. Google Rumors
      2. 1.5.2. Google Acquires YouTube
      3. 1.5.3. Google Video and YouTube
  7. 2. The Online Video Market
    1. 2.1. Broadcast Yourself?
      1. 2.1.1. My Father's Oldsmobile
      2. 2.1.2. Diffusion of Innovations
    2. 2.2. Five Ws and an H
      1. 2.2.1. Who Watches Online Video?
        1. 2.2.1.1. Who Discovers and Shares New Videos?
        2. 2.2.1.2. Who Are the Opinion Leaders?
      2. 2.2.2. What Categories of Video Do They Watch?
      3. 2.2.3. When Do They Discover New Videos?
      4. 2.2.4. Where Do They Watch New Videos?
        1. 2.2.4.1. Where Do They Go to Watch Videos?
        2. 2.2.4.2. Where Do They Browse to Watch Videos?
        3. 2.2.4.3. Where Do They Share New Videos?
      5. 2.2.5. Why Don't More New Videos Go Viral?
        1. 2.2.5.1. Lessons from Mitt TV
      6. 2.2.6. How Does Marketing with Video Work?
  8. 3. Month 1: Map Out Your Video Marketing Strategy
    1. 3.1. Tilting at Windmills
    2. 3.2. Week 1: Identify Opinion Leaders on YouTube
      1. 3.2.1. Monday: Visit YouTube's Home Page
      2. 3.2.2. Tuesday: Click the Videos Tab
      3. 3.2.3. Wednesday: Click the Channels Tab
      4. 3.2.4. Thursday: Click the Community Tab
        1. 3.2.4.1. Contests
        2. 3.2.4.2. Groups
        3. 3.2.4.3. Forums
      5. 3.2.5. Friday: Visit You Choose 08
    3. 3.3. Week 2: Find Opinion Leaders on Other Online Video Sites
      1. 3.3.1. Monday: Start with Yahoo! Video
      2. 3.3.2. Tuesday: Check Out Veoh
      3. 3.3.3. Wednesday: Look at Metacafe
      4. 3.3.4. Thursday: Watch MySpace Video
      5. 3.3.5. Friday: View Dailymotion
    4. 3.4. Week 3: Reverse the Old Map of Mass Media
      1. 3.4.1. Monday: Re-examine the Old Map
      2. 3.4.2. Tuesday: Identify the Opinion Leaders
      3. 3.4.3. Wednesday: Learn How to Optimize Video for YouTube
      4. 3.4.4. Thursday: Create Compelling Video Content
      5. 3.4.5. Friday: Customize Your YouTube Channel
    5. 3.5. Week 4: New Map
      1. 3.5.1. Monday: Engage the YouTube Community
      2. 3.5.2. Tuesday: Learn How to Produce a Video
      3. 3.5.3. Wednesday: Become a YouTube Partner and Video Advertiser
      4. 3.5.4. Thursday: Trust but Verify YouTube Insight
      5. 3.5.5. Friday: Measure Outcomes vs. Outputs
  9. 4. Month 2: Optimize Your Video
    1. 4.1. What Is Video Optimization?
    2. 4.2. Week 1: Research Keywords
      1. 4.2.1. Monday: Brainstorm Keyword Suggestions
      2. 4.2.2. Tuesday: Use the Google AdWords Keyword Tool
      3. 4.2.3. Wednesday: Check Out Query Suggestions
      4. 4.2.4. Thursday: Examine Other Keyword Tools
      5. 4.2.5. Friday: Analyze Keyword Effectiveness
    3. 4.3. Week 2: Optimize Video for YouTube
      1. 4.3.1. Monday: Write an Optimized Title
      2. 4.3.2. Tuesday: Write an Optimized Description
      3. 4.3.3. Wednesday: Add Optimized Tags
      4. 4.3.4. Thursday: Get Views the Right Way
      5. 4.3.5. Friday: Allow and Ask for Ratings
    4. 4.4. Week 3: Optimize Video for the Web
      1. 4.4.1. Monday: Research Google Video
      2. 4.4.2. Tuesday: Investigate blinkx
      3. 4.4.3. Wednesday: Study Truveo
      4. 4.4.4. Thursday: Examine Live Search Video
      5. 4.4.5. Friday: Explore Brightcove
    5. 4.5. Week 4: Think outside the Search Box
      1. 4.5.1. Monday: Optimize Video for News Stories
      2. 4.5.2. Tuesday: Optimize Video for Product Introductions
      3. 4.5.3. Wednesday: Optimize Video of Key Leaders
      4. 4.5.4. Thursday: Optimize Video for Major Celebrities
      5. 4.5.5. Friday: Optimize Video of Speakers and Exhibitors
  10. 5. Month 3: Create Viral Video Content
    1. 5.1. See the Power of "The Last Lecture"
    2. 5.2. Week 1: Watch the Best Viral Videos of 2007
      1. 5.2.1. Monday: Observe "Jeff Dunham - Achmed the Dead Terrorist"
      2. 5.2.2. Tuesday: See "Charlie bit my finger - again!"
      3. 5.2.3. Wednesday: Check Out "Potter Puppet Pals in 'The Mysterious Ticking Noise'"
      4. 5.2.4. Thursday: Look at "Battle at Kruger"
      5. 5.2.5. Friday: View "Soulja Boy Tell'em - How to Crank That - INSTRUCTIONAL VIDEO!"
    3. 5.3. Week 2: Make Original Content Worth Watching
      1. 5.3.1. Monday: Observe "'Chocolate Rain' Original Song by Tay Zonday"
      2. 5.3.2. Tuesday: See "PARIS IN JAIL" and "LEAVE BRITNEY ALONE!"
      3. 5.3.3. Wednesday: Check Out "me singing 'what goes around' Justin Timberlake"
      4. 5.3.4. Thursday: Look at "'I Got a Crush...On Obama' by Obama Girl"
      5. 5.3.5. Friday: View "Otters holding hands" and NORA the Piano-Playing Cat
    4. 5.4. Week 3: Observe the Top Viral Videos of 2008
      1. 5.4.1. Monday: Watch "Miley Cyrus - 7 Things - Official Music Video (HQ)"
      2. 5.4.2. Tuesday: Look at "christian the lion"
      3. 5.4.3. Wednesday: Check Out "Pork and Beans"
      4. 5.4.4. Thursday: See "Where the Hell is Matt? (2008)"
      5. 5.4.5. Friday: View "Yes We Can - Barack Obama Music Video"
    5. 5.5. Week 4: Create Compelling Content Worth Sharing
      1. 5.5.1. Monday: Watch "Frozen Grand Central"
      2. 5.5.2. Tuesday: Look at "Rick Astley - Never Gonna Give You Up"
      3. 5.5.3. Wednesday: Check Out "Fred Loses His Meds"
      4. 5.5.4. Thursday: See "Super Mario Rescues The Princess: Seth MacFarlane's Cavalcade"
      5. 5.5.5. Friday: View "Test Your Awareness: Do The Test"
  11. 6. Month 4: Create a Channel
    1. 6.1. Center vs. Circumference
    2. 6.2. Week 1: Set Up a YouTube Channel
      1. 6.2.1. Monday: Create Your YouTube Account
      2. 6.2.2. Tuesday: Upload Channel Background
      3. 6.2.3. Wednesday: Customize Your Home Page
      4. 6.2.4. Thursday: Customize Channel Design
      5. 6.2.5. Friday: Customize Your YouTube Channel
    3. 6.3. Week 2: Create a YouTube Brand Channel
      1. 6.3.1. Monday: Set Up a Brand Channel Account
      2. 6.3.2. Tuesday: Design Your Channel Page
      3. 6.3.3. Wednesday: Customize the Channel Page Layout
        1. 6.3.3.1. Channel Banner
        2. 6.3.3.2. Profile Icon
      4. 6.3.4. Thursday: Customize the Video Page
        1. 6.3.4.1. Video Page Banner
        2. 6.3.4.2. Video Page Icon
      5. 6.3.5. Friday: Modify the Channel Colors
        1. 6.3.5.1. General Settings
        2. 6.3.5.2. Basic Box Properties
        3. 6.3.5.3. Highlight Box Properties
        4. 6.3.5.4. Video Log Properties
    4. 6.4. Week 3: Customize Your Brand Channel Page Content
      1. 6.4.1. Monday: Select Featured Video
      2. 6.4.2. Tuesday: Edit Channel Information Box
      3. 6.4.3. Wednesday: Choose Channel Page Boxes
        1. 6.4.3.1. Branding Box
        2. 6.4.3.2. Playlist Box
        3. 6.4.3.3. Videos Box
        4. 6.4.3.4. Video Log Box
      4. 6.4.4. Thursday: Select Other Channel Page Boxes
        1. 6.4.4.1. Favorites Box
        2. 6.4.4.2. Subscriptions Box
        3. 6.4.4.3. Subscribers Box
        4. 6.4.4.4. Comments Box
      5. 6.4.5. Friday: Use Other Customization Options
        1. 6.4.5.1. Contests Box
        2. 6.4.5.2. Contest Module
        3. 6.4.5.3. Bulletins Box
        4. 6.4.5.4. Recent Activity Box
        5. 6.4.5.5. Videos Rated Box
        6. 6.4.5.6. Recent Comments Box
        7. 6.4.5.7. Friends Box
        8. 6.4.5.8. Events Box
        9. 6.4.5.9. Branding Options
    5. 6.5. Week 4: Distribute Your Videos to Other Sites
      1. 6.5.1. Monday: Use TubeMogul
      2. 6.5.2. Tuesday: Use Visible Measures
      3. 6.5.3. Wednesday: Submit to Blinkx
      4. 6.5.4. Thursday: Get a Truveo Director Account
      5. 6.5.5. Friday: Use Press Release Distribution
  12. 7. Month 5: Engage the YouTube Community
    1. 7.1. Paul Revere's Ride
    2. 7.2. Week 1: Become a Member of the YouTube Community
      1. 7.2.1. Monday: Comment on Videos
      2. 7.2.2. Tuesday: Post Video Responses
      3. 7.2.3. Wednesday: Create Contests
      4. 7.2.4. Thursday: Join or Create YouTube Groups
      5. 7.2.5. Friday: Interact with the YouTube Team
    3. 7.3. Week 2: Study the Most Discussed YouTube Live Highlights
      1. 7.3.1. Monday: Check Out Katy Perry
      2. 7.3.2. Tuesday: Listen to Bo Burnham
      3. 7.3.3. Wednesday: Rock with Joe Satriani and Funtwo
      4. 7.3.4. Thursday: Watch MythBusters
      5. 7.3.5. Friday: Examine Akon
    4. 7.4. Week 3: Add YouTube to Your Site and Share Videos
      1. 7.4.1. Monday: Add Videos to Your Blog or Website
      2. 7.4.2. Tuesday: Add Videos to Your Social Network Page
      3. 7.4.3. Wednesday: Add Videos to Your eBay Auction
      4. 7.4.4. Thursday: Use Email Marketing Best Practices
      5. 7.4.5. Friday: Read Social Media Marketing Tips
    5. 7.5. Week 4: Learn the Latest Lessons of Viral Marketing
      1. 7.5.1. Monday: Watch Susan Boyle Go Viral
      2. 7.5.2. Tuesday: Observe "Twouble with Twitter"
      3. 7.5.3. Wednesday: Don't Look at "Disgusting Dominos People"
      4. 7.5.4. Thursday: Keep an Eye on Hulu Tube
      5. 7.5.5. Friday: See Magical Trevor
  13. 8. Month 6: Learn Video Production
    1. 8.1. Happy Tree #3,079
    2. 8.2. Week 1: Learn Video Production Basics
      1. 8.2.1. Monday: Use the Best Formats for Uploading
      2. 8.2.2. Tuesday: Use Classic Camera Techniques
      3. 8.2.3. Wednesday: Use a Single Lighting Source
      4. 8.2.4. Thursday: Use Natural Sound
      5. 8.2.5. Friday: Use Special Effects
    3. 8.3. Week 2: Get Video Production Tips
      1. 8.3.1. Monday: Keep Videos 2 to 3 Minutes Long
      2. 8.3.2. Tuesday: Learn How to Upload
      3. 8.3.3. Wednesday: Use Video Annotations
      4. 8.3.4. Thursday: Add Captions and Subtitles
      5. 8.3.5. Friday: Use HD Widescreen Resolution
    4. 8.4. Week 3: Master Video Production Techniques
      1. 8.4.1. Monday: Visit Expert Village
      2. 8.4.2. Tuesday: Visit MarkApsolon's Channel
      3. 8.4.3. Wednesday: Visit TigerDirectBlog
      4. 8.4.4. Thursday: Visit Lockergnome's Channel
      5. 8.4.5. Friday: Visit TestTube
    5. 8.5. Week 4: Answer Video Production Questions
      1. 8.5.1. Monday: What Is the Best Camcorder?
      2. 8.5.2. Tuesday: What Is the Best Web Cam?
      3. 8.5.3. Wednesday: What Is the Best Video Editing Software?
      4. 8.5.4. Thursday: What Is the Best Video Converter?
      5. 8.5.5. Friday: What Is the Worst That Can Happen?
  14. 9. Month 7: Become a YouTube Partner and Video Advertiser
    1. 9.1. Like Super Bowl Commercials?
    2. 9.2. Week 1: Become a YouTube Partner
      1. 9.2.1. Monday: Sign Up for YouTube Partner Program
      2. 9.2.2. Tuesday: Analyze Cost-Benefit of Partner Program
      3. 9.2.3. Wednesday: Create a Destination
      4. 9.2.4. Thursday: Hold Contests
      5. 9.2.5. Friday: Make Money with Content ID
    3. 9.3. Week 2: Weigh YouTube Alternatives
      1. 9.3.1. Monday: Examine PBS's Website and Channel
      2. 9.3.2. Tuesday: Visit Showtime's Website and Channel
      3. 9.3.3. Wednesday: Check Out Mondo Media's Websites and Channel
      4. 9.3.4. Thursday: View Squeegees on YouTube and Hulu
      5. 9.3.5. Friday: Watch HBO...on YouTube and its Website
    4. 9.4. Week 3: Evaluate Advertising Opportunities
      1. 9.4.1. Monday: Welcome Homepage Video Ads
      2. 9.4.2. Tuesday: Investigate InVideo Ads
      3. 9.4.3. Wednesday: Check Out Click-to-Buy
      4. 9.4.4. Thursday: Explore Promoted Videos
      5. 9.4.5. Friday: Inspect In-Stream Ads
    5. 9.5. Week 4: Check Out Advertising Case Studies
      1. 9.5.1. Monday: Make a Splash with Homepage Video Ads
      2. 9.5.2. Tuesday: Enter Hyboria with InVideo Ads
      3. 9.5.3. Wednesday: Click to Buy Monty Python's DVD
      4. 9.5.4. Thursday: Don't Scratch Promoted Videos
      5. 9.5.5. Friday: Don't Bet on the "Pre-Roll"
  15. 10. Month 8: Trust but Verify YouTube Insight
    1. 10.1. The Map Room
    2. 10.2. Week 1: Trust YouTube Insight
      1. 10.2.1. Monday: Count Your Video Views
      2. 10.2.2. Tuesday: Measure Your Relative Popularity
      3. 10.2.3. Wednesday: Discover How People Find a Video
      4. 10.2.4. Thursday: Determine the Demographics of Your Audience
      5. 10.2.5. Friday: Figure Out a Video's Hot Spots
    3. 10.3. Week 2: Verify with TubeMogul
      1. 10.3.1. Monday: Understand Your Audience
      2. 10.3.2. Tuesday: Measure Industry Trends
      3. 10.3.3. Wednesday: Get Rich Metrics for Your Site's Video Player
      4. 10.3.4. Thursday: Use Your Audience Metrics to Drive Innovation
      5. 10.3.5. Friday: Revise Your Ad Revenues Upward
    4. 10.4. Week 3: Verify with Visible Measures
      1. 10.4.1. Monday: Distribute Your Video Content
      2. 10.4.2. Tuesday: Count Your True Reach
      3. 10.4.3. Wednesday: Measure Your Video Engagement
      4. 10.4.4. Thursday: Measure Brand Exposure
      5. 10.4.5. Friday: Measure Audience Behavior
    5. 10.5. Week 4: Build an Integrated Trinity Platform
      1. 10.5.1. Monday: Monitor Social Media with Radian6
      2. 10.5.2. Tuesday: Track Inlinks with Yahoo! Site Explorer
      3. 10.5.3. Wednesday: Get Competitive Intelligence from Hitwise
      4. 10.5.4. Thursday: Install Google Analytics
      5. 10.5.5. Friday: Get a DIY Dashboard from KDPaine & Partners
  16. 11. Measure Outcomes vs. Outputs
    1. 11.1. Nailing the Numbers
    2. 11.2. Win the Presidency of the United States: Barack Obama
      1. 11.2.1. Q&A with Arun Chaudhary, New Media Road Director of Obama for America (OFA)
    3. 11.3. Increase Sales of DVDs 23,000 Percent: Monty Python
      1. 11.3.1. Q&A with John Goldstone, Producer of Monty Python and the Holy Grail
    4. 11.4. Deliver 700 Percent Increase in Sales: Will It Blend?
      1. 11.4.1. Q&A with George Wright, Vice President of Marketing and Sales, Blendtec
    5. 11.5. Book $100 Million in Revenue: Universal Music Group
    6. 11.6. Earn $100,000: What the Buck?!
    7. 11.7. Finish #1 at the Box Office: Rob Zombie's Halloween
  17. 12. Mysteries of Online Video Revealed
    1. 12.1. Who Discovers, Watches, and Shares New Videos?
    2. 12.2. What Categories or Types of Video Do They Watch?
    3. 12.3. When Do They Discover New Videos?
    4. 12.4. Where Do They Share New Videos?
    5. 12.5. Why Don't More New Videos Go Viral?
    6. 12.6. How Does Marketing with Video Work?
      1. 12.6.1. Greg Jarboe of SEO-PR
      2. 12.6.2. Liana Evans of Serengeti Communications
      3. 12.6.3. Gregory Markel of Infuse Creative
      4. 12.6.4. Henry Hall of Microsoft
      5. 12.6.5. Matthew Liu of YouTube
      6. 12.6.6. What Should You Do Next?
  18. Glossary