Download - It's All About You(Tube): SMX London 2008
REAL LIFE SOCIAL MEDIA
CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR
baraka27 on flickr
It’s All About You(Tube)
Ciarán Norris, SEO & Social Media Director
Agenda
• Why YouTube?• Is It Right For You(Tube)• Optimising for YouTube• Conclusions
Why YouTube?
• 10 hours of video uploaded every minute• 3rd largest ‘country’ in the world• 7th most popular site in the UK*• 3rd most popular site in the world**
*Hitwise, Oct 08 **Alexa, Oct 08
Is It Right For You(Tube)?
ForresterPeopleObjectivesStrategyTechnologies
Is It Right For You(Tube)?
Altogether DigitalAudience: Assess target audience, attitudes &
activities
Objectives: Decide what it is you’re trying to achieve
Channels: Select which channels to use
Creative: Define the creative message
Delivery: Design, build & roll-out the solution
Optimising YouTube
More views=More ratings=More comments=More views
How? Get it on a category page
Optimising YouTube: Titles
Exclusive secret leaked footage you won’t believe!
Optimising YouTube: Titles
Exclusive secret leaked footage you won’t believe!
Optimising YouTube: Description
What they can’t see won’t hurt them, but it might help you
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Optimising YouTube: Thumbnail
Put it in the middle
Optimising YouTube: Tags
Keywords, keywords, keywordsor rather
Keywords keywords keywords
Optimising YouTube: Comments/Ratings
Don’t stop the conversation
Even though you may not like it
Who’s getting it right?
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Optimising YouTube: Comments/Ratings
Unfortunately, spam works
Fortunately, it’s illegal
But if it weren’t…
Optimising YouTube: Comments/Ratings
Multiple accounts
Different locations
Time is of the essence
Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
Optimising YouTube: Promote Promoters
Find the biggest referrers and promote them
Every view counts
Optimising YouTube: Promote Promoters
Find the biggest referrers and promote them
Every view counts
Who’s getting it right?
Who’s getting it right?
• Old-school brand launching a new product to a cooler audience
• Build brand atrributes through music tie-in
• Amplify limited TV media budget
Who’s getting it right?
• Circa 10 million views in 7 months
– Half on our YouTube account
• 5,399 ratings
• 4,071 comments
• Most popular video ever in its category
Who’s getting it right?
• Circa 10 million views in 7 months
– Half on our YouTube account
• 5,399 ratings
• 4,071 comments
• Most popular video ever in its category
Thanks for the view
Who’s getting it wrong?
Who’s getting it wrong?
Conclusions
• Decide if YouTube is right for you
• Do SEO
• Allow the conversation
• Don’t spam – unless you want it
• Have kick-arse creative
