SMX Live: YouTube Success Stories For Marketers

Mar 1, 2012 - 11:55 am 0 by
Filed Under SMX West 2012

Live Blogging Coverage SMXBelow is live coverage of the YouTube Success Stories For Marketers panel from the SMX West conference. This coverage is provided by Barry Schwartz of RustyBrick.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

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YouTube Success Stories For Marketers (#smx #31C)
YouTube is the second largest search engine on the web after Google, so you definitely need to have search-optimized videos. But there are many other opportunities available to marketers who want to reach customers via online video. This session offers case studies, tips and tactics for easy ways leverage your online video assets.
Moderator: Disa Johnson, CEO, SearchReturn
Q&A Moderator: Chris Silver Smith, President, Argent Media (@si1very)
Speakers:
Arnie Kuenn, President, Vertical Measures (@ArnieK)
Jeff Martin, Director of Search Marketing, Touchstorm (@Jeff_Martin)
Manny Rivas, Online Marketing Account Manager, aimClear (@mannyrivas)
Mark Robertson, Founder, ReelSEO
Barry Schwartz: 9:03:52 am
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Arnie Kuenn, President, Vertical Measures (@ArnieK) is first up
Barry Schwartz: 9:04:49 am
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Video is an opportunity to have one sales person in front of billions of viewers.
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Video is not hard to do
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He shares some case studies on how he does videos
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He tells the famous will it blend story
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Orabrush, he created a tongue brush
Barry Schwartz: 9:15:14 am
They love to come up with video ideas, by going to Q&A sites like Yahoo answers, search them and see some interesting Qs
Barry Schwartz: 9:15:59 am
You can also look at Google's discussions in search results. such as https://www.google.com/search?q=water+proof+hiking+boot#q=water+proof+hiking+boot&hl=en&safe=active&prmd=imvns&source=lnms&tbm=dsc&ei=x65PT77hK6qOigKDmsi0Bg&sa=X&oi=mode_link&ct=mode&cd=6&ved=0CG4Q_AUoBQ&prmdo=1&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=97f9364e84c18523&biw=1173&bih=779
Barry Schwartz: 9:17:05 am
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Long tail is important, because of this chart
Barry Schwartz: 9:18:35 am
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It can be very successful
Barry Schwartz: 9:20:07 am
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See, there are 88,000 views on that video
Barry Schwartz: 9:21:11 am
They did $300,000 in revenue in 2007 and they went after Sony manuals, long tail, did lots of video, did just DLP lamp replacements. Last year they did 3.X million dollars.
Barry Schwartz: 9:21:17 am
Sorry, 24 million
Barry Schwartz: 9:22:11 am
Mark Robertson, Founder, ReelSEO is now up
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He has a great web site on video, btw
Barry Schwartz: 9:22:53 am
Content is king with video
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Most videos do not get over 100,000 views
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(I have one that has just under 3 million views btw http://www.youtube.com/watch?v=toROK6C5U-Q )
Barry Schwartz: 9:25:29 am
Here is the video he is showing off now http://www.youtube.com/watch?v=LJP1DphOWPs
Barry Schwartz: 9:26:55 am
The first few seconds are critical to any video
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A lot of time people do fancy intros (bumpers)
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People often ignore those intros
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Do the SEO basics:
- Don't be lazy with titles, descriptions, tags, etc.
Barry Schwartz: 9:29:22 am
Tags make a difference, unlike your web site, they do on videos on youtube
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He recommends you read http://www.youtube.com/creators/playbook.html
Barry Schwartz: 9:30:17 am
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YouTube partners allow you to upload a photo of your own, everyone else has to pick one of three.
Barry Schwartz: 9:31:02 am
There is a little trick to upload your thumbnail if you are not a partner
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Here is a video demo on the trick http://www.youtube.com/watch?v=Z8Npxtubc4c
Barry Schwartz: 9:31:51 am
Use closed captions and subtitles, it helps
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Google is associating the video with the text in the video closed captioning
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Barry Schwartz: 9:33:01 am
The words are only in the closed captioning
Barry Schwartz: 9:33:10 am
Thing is, you need to upload those into youtube.
Barry Schwartz: 9:33:45 am
Do in video call to actions, with teasers, coupons, promo codes, call tracking, unique URLs and so on
Barry Schwartz: 9:34:18 am
You can include a link in your description, but make sure to start it with http://
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You can put annotations in the video
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You can run an ad on your own video
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You can add bonuses videos
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YouTube is a good resource for an on site video player
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You can customize the YouTube player or you can use a Chromeless player, i.e. use your own player and stream it from YouTube
Barry Schwartz: 9:37:09 am
Here is how to do it http://longtail.tv/
Barry Schwartz: 9:37:20 am
Auto playing is annoying and doesnt count towards views
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Help your readers share your videos with sharing buttons
Barry Schwartz: 9:38:41 am
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Barry Schwartz: 9:44:03 am
Manny Rivas, Online Marketing Account Manager, aimClear (@mannyrivas) is next up
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He is going to talk about ads on Youtube
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YouTube ads is a lot like AdWords ads, in terms of running the ads.
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Users search on youtube and your ad shows on the search results.
Barry Schwartz: 9:45:13 am
With display, you are targeting contextual content, like with AdSense
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It still needs to be very targeted and the ad needs to be sticky
Barry Schwartz: 9:46:42 am
Cast Study:
- Client in adult continuing EDU, focused before on AdWords and was doing some videos.

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They had to prove that youtube would be profitable
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Here are the results, pretty good
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YouTube ad types
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In the indisplay, you can only manage the headline
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I missed a screen shot of the overlays in the videos
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PRetty cool
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InStream ads
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You are only charged if they watch the video
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Barry Schwartz: 9:51:16 am
Different Ways To Target:
- Search Keywords
- Display Network Keywords
- Topics
- Demographics
- Interests
- Remarketing Lists
- Placements
Barry Schwartz: 9:51:59 am
With search, start with in search ads and you can use the keyword data on figuring out how to optimize videos in the future
Barry Schwartz: 9:52:58 am
First go with literal keywords and then target inferred keywords, like similar products, etc.
Barry Schwartz: 9:54:17 am
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He likes to put them on the channel page because he wants to own the experience
Barry Schwartz: 9:54:58 am
Brand Channels are "Free" for managed customers only, so it does cost
Barry Schwartz: 9:55:12 am
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Takeways:
- Make sure you understand what you are looking for: views vs engagement
- Create a variety of literal and inferred targets
-- View KPIs: InStream & InSlate
-- Engagement KPIs: InSearch & InDisplay
- Separate display and search campaigns
Barry Schwartz: 10:24:42 am
FYI, there was a fire alert and made us all leave the hotel and I just got back in. So this session ended a bit early.
Barry Schwartz: 10:24:49 am
Next session in 25 mins:
Barry Schwartz: 10:24:49 am
Next session in 25 mins:
Barry Schwartz: 10:24:51 am
10:45am-Noon
SEO Essentials For Migrating Websites by Barry Schwartz
What Search Data Reveals About Customer Needs & Desires – And How To Use It by Keri Morgret
 

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