Using YouTube for social marke4ng and commerce brought to you by…
YouTube for Social Marketing and Commerce, Explained
Nov 28, 2014
Posting videos on YouTube, with a link from a retail site to YouTube, is the easiest way to get videos online. But ease of use comes with trade-offs, among them, less flexibility in creating videos that suit your own image and needs, and the fact that Google directs users who find your videos through web search to YouTube rather than to your own site. Learn the pros and cons, along with best practices so you can set up your YouTube program with eyes wide open, and build relationships that convert to real-world business goals.
Originally presented at the Internet Retailer Conference and Expo, June 10, 2014; and presented again with updates at Social Media Week Chicago on September 25, 2014.
http://www.irce.com/speaker/grant-crowell
Originally presented at the Internet Retailer Conference and Expo, June 10, 2014; and presented again with updates at Social Media Week Chicago on September 25, 2014.
http://www.irce.com/speaker/grant-crowell
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Using YouTube for social marke4ng and commerce
brought to you by…
Key Ques4ons I’ll (do my best to) Answer • Who am I?
• Why YouTube? • What are the key metrics?
• How to measure?
• Where to start?
“To Tube or not to Tube, that is the ques5on.”
-‐-‐ not Shakespeare
Tyson: Karl J Kaul/Wonderful Machine; Background: Pat Gaines/GeCy Images
What is ?
Here’s what it HAS BEEN
too oCen and SHOULDN’T BE…
YouTube is NOT a billboard
Yet most brands and agencies s4ll treat it that way.
Too oCen, YouTube is treated by companies as just a publishing outlet, and not a true social plaMorm
With no social strategy or commitment to engage with your audience, YouTube becomes just a “dumping ground.”
• YouTube is NOT stand-‐alone content plaIorm.
• YouTube IS a social media plaMorm.
• A social plaMorm needs a social strategy.
• It needs to integrated into your other social media marke4ng efforts.
Your job is NOT DONE when you publish the video.
You need to ensure the videos are watched and
result in action
YouTube is a Shopping Mall
YouTube is a Shopping Mall • Many stores to choose from.
• Many shoppers enter a store in “just browsing” mode.
• Shoppers easily bounce from store to store
Think of YouTube as a Casino
Why a Casino? • Your 5me is
YouTube’s money
• YouTube’s revenue stream comes from adver4sers
• Their goal is to have you stay long enough un4l the house wins.
The trick is in knowing how to leave when when you’re winning.
VIDEOLOGY 101 SOCIAL VIDEO MARKETING
From the book Socialized!™ by Mark Fidelman
Social Media Is…
People PlaMorms Par4cipa4on
Social Media MARKETING Is…
Increased speed of access to knowledge Reduced communica4on costs
Decreased travel costs
Increased employee sa4sfac4on
Reduced opera4onal costs Reduced 4me to market for products/services
Increasing number of successful innova4ons for new products/services
Increased revenue
Increased customer sa4sfac4on and loyalty
Increased influence
“Social Video”
What’s that?
“social video” according to Wikipedia
(sort of…)
“Social video marke5ng (SVM) is a component of an integrated marke4ng communica4ons plan designed to increase audience engagement through social ac5vity around a given video.”
Video augments our human nature
“Video is a highly effec4ve
persuasion technology
– Dr. BJ Fogg, Director of Persuasive Technology at Stanford University, 2010
…It has become one of the most effec4ve ways to mo4vate
people towards certain behaviors.”
“Video is one of the greatest ways to help personalize the brand and create a TRUSTED experience. We tend to trust humans, not some corporate logo; and video is the best way to do that on a scaled basis.”
– Frank Eliason, Director of Global Social Media at Ci4 and author of “@
Your Service.”
Video is more persuasive than text and graphics combined
• More entertaining • More emo4onal • More interac4ve
• More engaging
• More empowering • More persuasive
• More egalitarian • More personal
• More impacMul with sharing • Low entry barrier for par4cipa4on (Fast, cheap, easy!)
YouTube now top spot for investment: A significant 67% of marketers are increasing or planning to increase their use of YouTube this year.
It is the top area where marketers plan on increasing their social media efforts.
-‐-‐ Social Media Examiner, 2014 Social Media MarkeSng Industry
Report
Changes since 2013… Among ac4ve content creators, YouTube rose to the #4 slot ahead of Blogging; just below Facebook, Twiner, and LinkedIn.
-‐-‐ Social Media Examiner, 2014 Social Media MarkeSng Industry Report
Social Media Pros swear by YouTube
ROI is even more the top priority
Courtesy of hnp://www.leadformix.com
YouTube Opportuni4es for Business • Unlimited uploads • Free hos4ng • Account Resources • Easy and Fast • Reach • Clickable links • YouTube SEO • “Going viral.”
• Thumbnails • Closed Cap4ons • Annota4ons • Associated Website • Organic and Paid • Paid adver4sing • Brand channels • Free analy4cs
Thumbnails
Closed Cap4ons
Annota4ons (links) to your Websites
“Buy Now!” clickable ecommerce
Most companies choose YouTube for their giant audience and brand recogni5on.
But in some instances…
YouTube may HURT your website rather than help
YouTube Has Challenges for Business • Latency • Traffic away from site • Poor analy4cs • Limited control over the site experience
• No switching out videos on your channel
• Limited player control • No automa4c product page publishing
Big “Social” Mistakes with YouTube • Turning off comments
• Not having a community manager for your YouTube channel or network.
• Not being genuine
• Not being transparent
• Not listening
• Not engaging personally
• Not accep4ng feedback
• Not asking your customers what they would like to see
• More concerned with trying to impress than actually be helpful.
• No performance plan
• Distracted by quan4ty rather than focusing on quality.
How to tell if your company suffers from “Viral Video Mentality” (VVM) • A chronic compulsion to ask speakers at marke4ng conferences, “How do I make a viral video?”
• A failure to connect with actual business objec4ves.
• Always “swinging for the fences” instead of looking for many singles and doubles.
Primary YouTube Key Performance Indicators (KPIs)
• Audience reten4on (average 4me watched of your total video length)
• Session Watch Time
• Subscribers
YouTube SEO Playbook Metadata • Titles, Descrip4on Social Ac5ons • Audience Reten4on (4me
watched) • Subscribers
User Experience • Playlists • Custom Thumbnails • Closed Cap4ons • Annota4ons • Community Support
Orabrush: Social Video Biz Success
Over 190,000 subscribers
and 43 million views
But more importantly…
The Orabrush Social Video Strategy
Engagement +
Conversion
Conversion videos have a DIRECT marke5ng approach
• For Orabrush, they are similar to entertaining, short-‐form infomercials.
• They educate people, teach them about our story, and show our personality. They also have a clear call-‐to-‐ac4on for a purchase to be made.
• Success is measured in actual sales. They’re really focused around ROI, meaning if they don’t get a posi4ve ROI, or at least break even, then they’re considered a “fail.”
Engagement videos have a SOCIAL marke5ng approach
• Engagement videos are meant to build human connec4ons with the viewer, nurture rela4onships, and build up “social capital” that will eventually convert to sales and lots of word-‐of-‐mouth.
• Orabrush’s engagement videos start new conversa4ons, bring people back, get them to subscribe, or endear them to their brand.
• They also exist to buy “mind share” with viewers.
• The goal is to get viewers to interact with the brand more, and understand their culture and story.
TIPS, RESOURCES, AND TUBE-‐ISMS Now for some goodies!
YouTube Creators Playbook
hnp://www.youtube.com/yt/playbook/index.html
hnp://www.thinkwithgoogle.com/research-‐studies/youtube-‐brand-‐playbook.html
More Good YouTube Resources • Top 500 Brands on YouTube (Outrigger Media)
• YouTube Online Video Marke5ng Conferences (VidPow.com/video-‐marke4ng-‐conference)
• YouTube Insights Q2 2014 hnp://www.thinkwithgoogle.com/research-‐studies/youtube-‐insights-‐stats-‐data-‐trends-‐vol5.html
My 12 Big C’s of Social Video 1. Content
2. Context
3. Conversa4ons
4. Connec4ons
5. Care
6. Collaborate
7. Community
8. Customiza4on
9. Concise
10. Clarity
11. Considerate
12. Conversions
bit.ly/socialvideoroi-‐ses
Check out my other free slides
Slideshare.net/grantast
Don’t be Sammy Sosa…
Be Moneyball Businesses should be more concerned with hixng daily singles, doubles, and triples on
YouTube instead of going for the home run swing every
4me.
(Near) conclusion… • Have a social marke4ng strategy
behind your YouTube program
• Show real connec4ons between social metrics and business goals.
• Integrate it with your other social media marke4ng efforts.
• Don’t be fixated on going viral – focus on being helpful
You4litybook.com
OPTIMIZE YOURSELF!
Take some the Ame to engage with your audience one-‐on-‐one with video.
Screw Viral
Tube Responsibly
$
THINK Before You SHOOT
Congrats for making it to the end! Copy-‐paste the link below for your FREE Guide bit.ly/youtubecommerce
@GRANTCROWELL
Presenta4on Resources
bit.ly/smwcvideo
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