SMX Live: YouTube Success Stories For Marketers

8:58:16 AM Barry Schwartz: Starting shortly

9:02:11 AM Barry Schwartz: Here we go

9:02:37 AM Barry Schwartz: 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

9:03:52 AM Barry Schwartz:

9:04:21 AM Barry Schwartz: Arnie Kuenn, President, Vertical Measures (@ArnieK) is first up

9:04:49 AM Barry Schwartz:

9:06:03 AM Barry Schwartz: Video is an opportunity to have one sales person in front of billions of viewers.

9:06:19 AM Barry Schwartz: Video is not hard to do

9:06:36 AM Barry Schwartz:

9:09:25 AM Barry Schwartz: He shares some case studies on how he does videos

9:09:36 AM Barry Schwartz:

9:09:49 AM Barry Schwartz: He tells the famous will it blend story

9:12:34 AM Barry Schwartz:

9:12:45 AM Barry Schwartz: Orabrush, he created a tongue brush

9:15:14 AM Barry Schwartz: They love to come up with video ideas, by going to Q&A sites like Yahoo answers, search them and see some interesting Qs

9:15:59 AM Barry Schwartz: 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

9:17:05 AM Barry Schwartz:

9:17:22 AM Barry Schwartz: Long tail is important, because of this chart

9:18:35 AM Barry Schwartz:

9:18:59 AM Barry Schwartz: It can be very successful

9:20:07 AM Barry Schwartz:

9:20:15 AM Barry Schwartz: See, there are 88,000 views on that video

9:21:11 AM Barry Schwartz: 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.

9:21:17 AM Barry Schwartz: Sorry, 24 million

9:22:11 AM Barry Schwartz: Mark Robertson, Founder, ReelSEO is now up

9:22:23 AM Barry Schwartz:

9:22:44 AM Barry Schwartz: He has a great web site on video, btw

9:22:53 AM Barry Schwartz: Content is king with video

9:23:11 AM Barry Schwartz:

9:23:50 AM Barry Schwartz:

9:23:57 AM Barry Schwartz: Most videos do not get over 100,000 views

9:24:16 AM Barry Schwartz: (I have one that has just under 3 million views btw http://www.youtube.com/watch?v=toROK6C5U-Q )

9:25:29 AM Barry Schwartz: Here is the video he is showing off now http://www.youtube.com/watch?v=LJP1DphOWPs

9:26:55 AM Barry Schwartz: The first few seconds are critical to any video

9:27:05 AM Barry Schwartz:

9:27:16 AM Barry Schwartz: A lot of time people do fancy intros (bumpers)

9:27:30 AM Barry Schwartz:

9:27:36 AM Barry Schwartz: People often ignore those intros

9:29:10 AM Barry Schwartz:

9:29:10 AM Barry Schwartz: Do the SEO basics:
- Don't be lazy with titles, descriptions, tags, etc.

9:29:22 AM Barry Schwartz: Tags make a difference, unlike your web site, they do on videos on youtube

9:29:48 AM Barry Schwartz: He recommends you read http://www.youtube.com/creators/playbook.html

9:30:17 AM Barry Schwartz:

9:30:41 AM Barry Schwartz: YouTube partners allow you to upload a photo of your own, everyone else has to pick one of three.

9:31:02 AM Barry Schwartz: There is a little trick to upload your thumbnail if you are not a partner

9:31:14 AM Barry Schwartz:

9:31:35 AM Barry Schwartz: Here is a video demo on the trick http://www.youtube.com/watch?v=Z8Npxtubc4c

9:31:51 AM Barry Schwartz: Use closed captions and subtitles, it helps

9:32:01 AM Barry Schwartz:

9:32:32 AM Barry Schwartz: Google is associating the video with the text in the video closed captioning

9:32:45 AM Barry Schwartz:

9:32:58 AM Barry Schwartz:

9:33:01 AM Barry Schwartz: The words are only in the closed captioning

9:33:10 AM Barry Schwartz: Thing is, you need to upload those into youtube.

9:33:45 AM Barry Schwartz: Do in video call to actions, with teasers, coupons, promo codes, call tracking, unique URLs and so on

9:34:18 AM Barry Schwartz: You can include a link in your description, but make sure to start it with http://

9:34:33 AM Barry Schwartz: You can put annotations in the video

9:34:46 AM Barry Schwartz: You can run an ad on your own video

9:34:55 AM Barry Schwartz: You can add bonuses videos

9:35:50 AM Barry Schwartz: YouTube is a good resource for an on site video player

9:36:00 AM Barry Schwartz:

9:36:31 AM Barry Schwartz:

9:36:55 AM Barry Schwartz: You can customize the YouTube player or you can use a Chromeless player, i.e. use your own player and stream it from YouTube

9:37:09 AM Barry Schwartz: Here is how to do it http://longtail.tv/

9:37:20 AM Barry Schwartz: Auto playing is annoying and doesnt count towards views

9:37:36 AM Barry Schwartz: Help your readers share your videos with sharing buttons

9:38:41 AM Barry Schwartz:

9:44:03 AM Barry Schwartz: Manny Rivas, Online Marketing Account Manager, aimClear (@mannyrivas) is next up

9:44:19 AM Barry Schwartz: He is going to talk about ads on Youtube

9:44:29 AM Barry Schwartz:

9:44:42 AM Barry Schwartz: YouTube ads is a lot like AdWords ads, in terms of running the ads.

9:44:55 AM Barry Schwartz: Users search on youtube and your ad shows on the search results.

9:45:13 AM Barry Schwartz: With display, you are targeting contextual content, like with AdSense

9:45:24 AM Barry Schwartz: It still needs to be very targeted and the ad needs to be sticky

9:46:42 AM Barry Schwartz: Cast Study:
- Client in adult continuing EDU, focused before on AdWords and was doing some videos.

9:46:54 AM Barry Schwartz: They had to prove that youtube would be profitable

9:47:04 AM Barry Schwartz:

9:47:10 AM Barry Schwartz: Here are the results, pretty good

9:47:28 AM Barry Schwartz:

9:47:28 AM Barry Schwartz: YouTube ad types

9:48:03 AM Barry Schwartz:

9:48:15 AM Barry Schwartz: In the indisplay, you can only manage the headline

9:48:30 AM Barry Schwartz:

9:48:35 AM Barry Schwartz: I missed a screen shot of the overlays in the videos

9:49:17 AM Barry Schwartz: PRetty cool

9:49:28 AM Barry Schwartz:

9:49:32 AM Barry Schwartz: InStream ads

9:49:44 AM Barry Schwartz: You are only charged if they watch the video

9:50:13 AM Barry Schwartz:

9:51:16 AM Barry Schwartz: Different Ways To Target:
- Search Keywords
- Display Network Keywords
- Topics
- Demographics
- Interests
- Remarketing Lists
- Placements

9:51:59 AM Barry Schwartz: With search, start with in search ads and you can use the keyword data on figuring out how to optimize videos in the future

9:52:58 AM Barry Schwartz: First go with literal keywords and then target inferred keywords, like similar products, etc.

9:54:17 AM Barry Schwartz:

9:54:25 AM Barry Schwartz: He likes to put them on the channel page because he wants to own the experience

9:54:58 AM Barry Schwartz: Brand Channels are "Free" for managed customers only, so it does cost

9:55:12 AM Barry Schwartz:

9:55:27 AM Barry Schwartz:

9:55:43 AM Barry Schwartz:

9:56:19 AM Barry Schwartz:

9:57:36 AM Barry Schwartz: 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

10:24:42 AM Barry Schwartz: 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.

10:24:49 AM Barry Schwartz: Next session in 25 mins:

10:24:49 AM Barry Schwartz: Next session in 25 mins:

10:24:51 AM Barry Schwartz: 10:45am-Noon
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