youtube101: video for startups and small business

Copyright, 2008, Pam Strayer

Multimedia 101[aka "YouTube101”]

Pam Strayerwww.pamstrayer.com


Presentation Overview

• Multimedia: Audio, Video, Social Media • Strategy: Plan, Tools, Go!• Blog: www.YouTube101.tv

– Find the presentation online– Links and lots of the demo videos

http://www.YouTube101.tv/


Are You Ready to Play?

QuickTime™ and a decompressor

are needed to see this picture.


And the answer is…

“13 hours every minute…”




The question is...

• How much video are people uploading to YouTube?


To You Tube and Beyond



CNN versus YouTube


Business and Video

• Video = lingua franca of business communication

• Mainstream business news– WSJ– NYT

9Copyright, 2008, Pam Strayer

Influence, Influence, Influence• Rejected for TV • Cannes Winner

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Why use video?

• It’s the most powerful on-demand communication platform ever created (OPA study)

• It can be viral• It’s high impact• Get ready: it will also scale well in a

mobile phone world

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Adoption Rates Vary

• Startups• Small Business• Corporate America

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“White paper, webinar or web video?”




Startups: Web Video Rules


Small Businesses: Smart Ones

VIDEO

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Lumbering Beasts

• Big Business obstacles– Still think video is expensive– Culture of not communicating in video– Bandwidth, IT deployment – Security versus ASP model– Lack of teenagers

• These are all pluses for startups and small businesses

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Front Runners

• Cisco

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Front Runners

• Google Apps/Business Video (Private Label YouTube, ASP model)

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Strategy

• Your Site• Online Marketing

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Advantage: New, Nimble

• Web video more widely and more effectively by newest players

• Master these tools and... • You Have the Advantage


So Many Uses, So Little Time

• For Small Businesses– External

• Marketing• Brand Enhancement• Support

– Internal • Training and Support• New Employee Orientation

Internal • Communications and Campaigns

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Today’s Focus

• For Small Businesses– External

•Marketing• Brand Enhancement• Support

– Internal • Training and Support• New Employee Orientation

Internal • Communications and Campaigns

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The Basics

Your Site• Home page: welcome, overview• Deeper pages: detailed product

descriptions• Customer success stories• Podcasts (optional)

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Marketing Videos• Introduce yourself and your product/ service

– Blendtec, Mentos/Diet Coke• Product overviews and tours• Attract and entertain customers• Profiles of your finished projects or service• Success stories from your customers *****

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Weekly Videos

• Ongoing email campaigns• Weekly videos included

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360 Marketing

• Video is not the only platform

• Define role of video in your plan

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Create a Plan and Grow It

• Different businesses, different stages, different needs– Early stage startup– Startups– Small businesses

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Early Stage Startup

• Target Audience: Angels and Investors– What is your product– Who is the team– Business model and business plan – Market opportunity– Demo of your product– Competitive analysis– Current investors’ stories


Alpha/Beta Startup

• Target Audience: Investors, Internal Team, Early Adopters– Product Demo– Recruit new employees– [Outsourcing?] Collaborating with global team

members and archiving knowledge for future team members (video trail)

– Buzz video for Techcrunchies of the world


Small Business Strategy

• Video on Your Site– Home Page– Demos– Success Stories– Social Media Video

• Getting Traffic to Your Site– Video Ads– Social Media Video

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The Plan

• Put time into your plans• Phase 1, 2, 3, etc.• Now, how to prioritize, execute?

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Make vs. Buy?

• Make: – Pros

• “Free”• Fewer limits to

quantity• Embeddable

– Cons • Production values• Your time better

spent on the biz

• Buy: – Pros• Production values• Gets it done• Low-cost

– Cons • $800-$1,600 for basic

package• One time only

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Making Choices

• Spectrum, blended model– Make your own for certain audiences– Buy when you need professional polish

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Do It Yourself: Scalable

• Range of skills and tools• Simple

– Flip camcorder, YouTube• Pure Digital

– Audio only, archivable• iTunes, Freeconferencecall

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Do It Yourself: Scalable

• More simple tools– Webcasts with video, archivable

• DimDim (free)

– Live group video webcast • OpenACircle (free)

– Video Collaboration Tools• Shwup, Market7

– Slideshows -> video• Animoto

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The Flip

• $100-170 • Fits in your pocket• 30-60 minutes• Upload easily• Simplest camera

ever• Largest selling

camcorder on Amazon.com


Audio

• iTunes • $20 mike• Stick it in your

computer• Self conscious?

Get a friend to be your host, interviewer, co-conspirator


Audio Only, Archivable


Free Video Webinars

http://en.wikipedia.org/wiki/Comparison_of_web_conferencing_software




DimDim

• Open source• Free• No download• Audio, video• Archivable

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OpenACircle: Live Video Collab


Great New Video Collaboration Tools

• Consumer– Shwup.com

• Pool, edit videos together from different sources

• Prosumer– Market7.com

• Streamlined 2.0 communications to collaborate over time and distance


“Slideshow” Tools• Animoto

– The Ultimate-Eye-Candy-Maker

– Web video or DVD quality

• Consumer $3 a video

• Business $99 unlimited 3 months, $295 unlimited annual

– Stock footage never looked this good

http://www.animoto.com/


Animoto Examples

Viral video, email marketing– Barker Lou

nge

Social Media: Bloggable–Techcrunch

http://business.animoto.com/

http://business.animoto.com/

http://blog.animoto.com/

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Animoto Virality

• 2 million people joined when it caught on on Facebook

• The biggest chunk came in the first three days


Other No $ Options

• Get someone else to interview you– Edith interviewed on

Comcast– Newsworthy? TV news

segment

• Pros: Free, professional

• Cons: You don’t control the content


Buy: Scalable

• Production Values– PBS: $10,000/minute– Straight interview: $1,000/minute– New online video production services: $800-

1,600 packages (30-120 second spots)– Canned video ads– Slideshow ads as low as $3 each (Animoto)


Old Way: Crew, Travel

• $20,000+ for a four person crew to fly to your client’s

• Travel costs• Big gear• Lots of edit

decisions


New Way: Local, One Person?

• Jivox– Video stock– Make your own

TV/online ad

• Sagas– $800-1,600+

packages

• Turnhere– $1,000+ packages




Other Video Sources

• Elance.com & Craigslist• Local TV school (find on current.tv how to

be a producer section)• Any high school teenager, many offspring


Distribution

• Put it out there on your site• Post on YouTube, Google Video• Fill out your metadata!• AdWords - link to a video landing page

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Media Buying

• Packages often couple production costs with a media buy for a very good deal– Online directory – TV

• Your own media buy might be more effective– Google, Google, and Google

• Do your own analysis of various options

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YellowPages.com• Bundles production

and ad buy– 10 sites: yahoo, aol,

yellowpages.com +

• 2 options (12 month minimum)– Professional Video:

$209/month• $2,508/year

– Self Submit Video: $135/month

• $1,620/year

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Success Stories

• Jivox– Client: A small bed and breakfast– Got: Make it yourself video ad plus partner

media buy– Launched: Locally targeted (3 states) TV and

online newspaper ads on Wed. and Thurs. – Tripled traffic immediately; 100% occup.– Download Aug. 8, 2008 Wall Street Journal

story (.pdf) on the Jivox web site

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Wrapping Up

• Strategy and Plan• Tools and Execution• Distribution and Media Buy• = Traffic, customers and $$$

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Final Jeopardy Answer

• “1992”

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The Question

• When was the first video played on a computer?

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The Future’s So Bright

• Have fun• Play with it• Enjoy

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Questions

• More info:– www.youtube101.tv– Sign up for emails there

• I offer classes and workshops

• Consulting and production services

http://www.youtube101.tv/


The Saturdays Series ($295)

• 3 Daylong Classes, 1 Webinar, Book– Digital Presence for Small Business

• Site: Web, Social Media, Blogs, Audio and Video Plan

• Advertising: Social Media, Online Ad Campaigns– Do It Yourself Video Production

• Simple web videos and great online tools

– Outsource It! Free or Cheap Video Productions• Don’t do it yourself ($0 to $1,600ish)


Services• Video Coach

– Personal trainer style, i.e.1-2 hours/week (phone or online webinar meeting, or in person in Oakland)

– Packages: 10 hours, $1,000; 20 hours, $1,800• Conference 10% off special: 10 hours, $900; 20 hours,

$1,600

– Also coach on blogs & audio & social media

• Consulting– Strategy and plan– Collaborate, co-produce, co-create

• Outsource to lowest cost vendors internationally

– Hourly or project rate


Contact Information

Pam Strayer

www.pamstrayer.com

www.youtube101.tv

[email protected]

510.213.9525

http://www.pamstrayer.com/

http://www.youtube101.tv/

youtube101: video for startups and small business

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