Live Coverage of Up Close With YouTube at SMX West

Feb 10, 2009 • 7:25 pm | comments (1) by twitter Google+ | Filed Under Search Marketing Expo 2009 West
 

Below is live coverage of the Up Close With YouTube from SMX West 2009 conference.

This coverage is provided by both Barry Schwartz, the editor of the Search Engine Roundtable.

We are using a live blogging tool to provide the real time coverage. We will publish the archive below after the session is completed. In addition, you can interact with us and while we are live blogging, so feel free to ask us questions as we blog.

Up Close With YouTube(02/10/2009) 
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4:28
Starting any minute now
4:32
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4:33
Working out some technical stuff now, I think... slides or something... running a few minutes late and this session is a short one (just an hour)
4:34
Chris Sherman introduces the panel...
4:34
This is a new style for the panel, three speakers and a youtube rep
4:34
Matt Liu is up first, he is the product manager at YouTube, who works on the ad platform
4:34
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4:35
YouTube is largest video site
4:36
They are the second largest search engine, behind Google

4th largest web property
4:36
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4:36
hundreds of millions of videos viewed daily
4:37
Basic ways to improve your rankings in youtube

4:37
good descriptive titles
4:37
provide content that is descriptive and accurate and unique, use complete sentences, in your description...
4:37
include tags and avoid stuffing your tags
4:38
get the community to be involved in your video
4:38
share your video with members, annotate, embed your videos on web sites, be social and share
4:39
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4:39
Allow other users to embed your video and embed your own videos on your own properties

Google looks at those embeds, he said.
4:40
He then shows YouTube Insights, I covered that in detail over at http://www.seroundtable.com/archives/016704.html
4:41
Stats like sources, demographics, etc. really good data.
4:41
Case Study on Weezer
4:41
They saw most viewers were male
4:42
So they bought ads to target other users on third party sites
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4:43
He then shows Sponsored Videos, I did a write up on that at http://www.seroundtable.com/archives/019197.html which goes through pretty much what he is saying, with screen caps
4:43
OfficeMax used these youtube ads and they found saw their videos were listed at top of Google for organic traffic
4:44
Zagg used youtube ads and saw it worked well
4:44
Matt Liu from Google is now done, next up...
4:44
JC Longbottom from Performics
4:46
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4:46
He then shows clips on YouTube of Budd and Monster.com commercials from Super Bowl
4:47
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4:47
but one ad stood out, Pepsi PepSuber the "MacGruber" ad
4:48[Video file]YouTube: cuW_T2vdFwc Play
4:49[Video file]YouTube: avjOMdl70MA Play
4:49
That is the video he showed
4:50
These videos showed up first, it paid its way to the top of Google and YouTube
4:52
Best part, you can watch the commercial on the branded page, they had a YouTube channel, they had an interactive competiton where others can upload videos and then people would vote on them
4:53
They gave tons of ways to embed the videos and tons of links there also.
4:54
Pepsi did great but there was one ad they might not have done 100% right
4:55
The free breakfast for Denny's was very popular
4:55[Video file]YouTube: 5OfMb90v4qg Play
4:55
But they didn't do the "After" the fact part that well
4:56
JC is now done.
4:56
Next up is Drew Hubbard
4:57
Videos he will use are at http://www.youtube.com/smxwest2009
4:57
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4:57
End of the day, we want to show up in Google.com, the universal search results
4:58
There are two different opps to put a link in your YouTube profile:

(1) Right under your profile picture
(2) Your Web site URL
4:58
Always include keyword rich descriptions, titles and tags
4:59
Channel title is important, put a keyword in there
5:00
These links in your channel, are nofollowed but he said "google is looking at these" - yes he said that
5:00
Allow people to interact with your videos
5:01
He said, include the word "video" in your title
5:02
YouTube allows you to link to videos within videos, so link your part 1 to part 2

5:03
He made two videos, and he put a still image of famous actors in the middle of one video and that video has views than the other
5:03[Video file]YouTube: QyVRuxidn5k Play
5:04
YouTube's meta data is fairly simple

title = meta title tag
description = meta description tag
tags = meta keywords tag
5:05
What does Google see of a video, he pulled the text only cache of this page (I personally do not see a cache link for this video)
5:05
Use captions and subtitles, makes sense that Google might use this down the road
5:05
100% put watermarks on your videos
5:06
YouTube has Google Maps integration and you can show up in Google Local results for it.
5:07
I have details on that at http://www.seroundtable.com/archives/014470.html
5:07
Jonathan Mendez is now up
5:07
He is addicted to YouTube
5:08
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5:08
He also said, YouTube is #2 search engine, behind Google and just ahead of Yahoo
5:08
His nephew first searches YouTube, not even Google -- cute
5:09
This is big, Obama and whitehouse has a channel
5:09
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5:10
He shows off the YouTube Live event, first streaming event YouTube held, it was back in November
5:10
Live Stream peak was 700,000 views
5:10
24 hours, 1.5 million views
5:10
48 hours, 4 million views
5:10
9 days, 11 million views
5:10
2 months, 17 million views
5:11
Monday night football has 11.8 million viewers on average for 2008... so this is big
5:11
YouTube put bid in for football broadcast in 2015
5:11
So Youtube is incredible
5:12
The data is great for the marketer, he shows insights again
5:12
Unbelievable data, including the hotspots
5:13
Videos that are popular are generally humerous
5:13
He mentions Blendtech :)
5:14
Here is a sample video
5:14[Video file]YouTube: qg1ckCkm8YI Play
5:15
His client hired Gary Busey to talk about their product
5:15
Here is an example video from this campaign
5:15[Video file]YouTube: U_ycoN1xD8Y Play
5:16
Funny stuff, here are all of the videos http://www.youtube.com/garybuseyonbusiness
5:17
The value of the web is more about distribution of the content, not just the content itself
5:17
He built an app to watch the video in many places
5:17
He got some good press about it
5:18
He drove traffic it to it intially via search ads
5:19
The results were great and the data was awesome
5:19
Increased brand awareness by 39%
5:19
1 million views overall
5:19
400k views on youtube
5:20
That is all folks, good job!

I'll skip the Q&A, only a few minutes left anyway
5:21



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Comments:

Drew Hubbard

02/13/2009 12:08 am

Haha! When I said that "Google is looking at these" I was taking about "no-follow"ed links. I realize now that that statement probably sounded a little silly. I think there is a perception by a lot of folks that "no-follow"ed links are worthless, and they are obviously not. In fact, these links frequently show up in Google Webmaster Tools' external link reports.

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