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Moderator: Chris Sherman
Q&A Mod: Gabe Gayhart
First up: Eric Papczun.
Started session by showing a montage video of Charlie Sheen interviews, the video had a couple million views in 2 weeks, good example of using hot topic to create something people want to see. When news sites create videos like this they become tied to the event, tied to the moment.
YouTube (YT) leader in video views by consumers, 2 billions videos streamed a DAY, Justin Bieber video most viewed (483 views) (me: yuck) YT makes up 25% of Google search volume. Video is great opportunity for brands.
You want to create an emotional connection with audience, Ask yourself, what is the ONE word people would use to describe your video? What will they do with your video, does it tell a story? To illustrate, Eric shows a video by Arcade Fire. Video has a ton of emotional comments.
Optimize your video - keep them short, two min or less.
Build a brand channel for your video, make it about your company, you have control of what it looks like. Own the YT homepage by taking advance of home page roadblocks.
YT is #1 video site on mobile. Ads appear on all major phones, if you are making videos, focus on mobile.
YT allows for high targeting, you can set views by age, gender, geography, etc. YT users profiles can be mined, can connect your video tags and descriptions to keywords.
Showing old Spice commercials and talking about how you should do the same. Eric threw a how to measure your success slide up but rushed through it, so sorry, missed it.
Next up is Manny Rivas from AimClear .
Looking at a study he did, first reviews what universal search is. (Integration of verticals like news, images and video) The objective of his study was to find video sources, what sites were showing videos in Google results.
They searched 900 kw in 24 categories and ran the kw set through a bunch of video platforms. (Google, Bing, YouTube, Vimeo, Blip.tv, DailyMotion, Google/Bing/Yahoo! Video.
They use Mozenda tool to track the results. Results? 84% of the videos coming back in the platforms came from YT. In Bing, 38% from YT and 37% from Bing video
How does keyword intent matter in video? Optimizing your video titles for keywords usually doesnâ€™t make sense, but informational keywords are the way to go. 84% of the informational keywords being searched bring back a video in the serps
Does ranking in the platforms help in universal serps? Yes. If you rank well on the video platforms you will rank well in engine serps.
Jeff Martin up next
How do you optimize for best placement in YT. Views get you more views. Hereâ€™s the tactics they use to help springboard videos and get views.
1. Annotations. Are of text you crate after you upload the video
2. Display simple text and create clickable links
3. Add â€œsubscribe toâ€ calls to action
4. Link to other videos in your library
5. Pause a video to allow users to focus on an item such as a landing page URL
Why use call to actions? Use them to promote other videos in your library and you can drive directly to your sites.
Enter a video into the promoted video program which opens the option to you on the video edit screen
There is no cost to you to do this so do it!
Ask for video responses, you get more content from users
Rotate your videos so you get max exposure
Playlists. Jeff likes these, good for getting content into top of â€œrelated videosâ€
Use the â€œSeriesâ€ playlist option to have it appear at the top of related videos
Use more popular videos to drive views to your new videos
Captions are indexed by Google and YouTube. They help the hearing impairs. YT supports 142 languages so you can translate your captions and reach a wider audience.
Activity feed. This is the only tool that allows you to mass communicate with all of your friends and subscribers.
You can insert a message called a bulletin with a video into your activity feed
3rd party tools
Lots of tools emerging and some have risks if you donâ€™t have a strategy to use them.
Avoid features to simulate video watching to inflate view counts. Donâ€™t spam comments or auto vote
Be cautious of tools that say they send users to your sites, ask where theyâ€™re coming from
Look for tools that help you find related channels you can cross promote with
They have a section on their site about video and the law. They added info from people who have had legal issues re: video. Takes a poll How many people have a YT channel for their business/ over half room raises hand. If you lost that YT channel, would you lose money? About a `1/4 said yes.
There are a lot of copyright infringements out there, we have to be careful. You Tube can have a positive impact on our biz but also a negative if we abuse You Tube
People donâ€™t pay attention to the guidelines and there are lawsuits taking place. Donâ€™t follow the rules and you can have your acct cancelled, your video is removed, you suffer a loss of business, go through civil and criminal lawsuits.
This isnâ€™t about Viacom vs. Google, there are a lot of smaller things happening too. It affects all of us.
Grant has created a YT Law 101 guide:
Here are the top 10 legal problems with video
1. Copyright infringement
2. Right of publicity
3. Right of privacy
4. Whoops â€“ slide went down
Not only does YT police their videos, they also have spam reporting features. And people are using them.
You canâ€™t show children in videos without waivers and releases, be careful.
Who owns the video, you or YT?
YT doesnâ€™t take away ownership of the video, but you grant all rights to use the video. YT can use it however it wants.
Use Google alerts to watch and see whoâ€™s using your videos.
Grant recommends filing for copyright ($35) with library of congress
Thereâ€™s a free legal webinar www.saperlaw.com
Aparna Chennapragada is product manager of Google video search
â€˜Google video is huge, and online video is tricky there is very little text Meta data. Algorithms are hard when it comes to videos.