This document discusses various online content creation tools that can be used to generate additional content. It begins by covering video platforms like YouTube and Vimeo, noting that YouTube sees 3 billion daily views and is a good option for brand channels. Photo sharing services like Flickr, Instagram and Pinterest are then examined, with Instagram highlighted as a popular mobile photo app. The document also looks at check-in services like Foursquare and Facebook Places. Overall, it promotes using different content types across multiple channels to reach more people and get discovered more easily online.

1. Online Content
A look at why more content is good & the various tools you
can use to create additional content

2. Agenda
• Housekeeping
• Attendance
• Socialnomics discussion
• News
• Video / YouTube
• Photo Sharing
• Check ins
• Assignment

3. HOUSEKEEPING

4. YouTube, Vimeo
VIDEO

5. VIDEO – YOUTUBE
http://www.youtube.com/watch?v=XN3uOf_lr
qI

6. GuyGal - Recap
• Content is the currency of social media and search
• Prediction: 90% of digital consumption will be video
• “Video is the only medium that scales the full range of human
emotions”.
• Example of Zappos – doing video demos of shoes. 20-30%
increase in sales – Increases trust
• LOW cost to entry
• People pay with their time. So do a good job or don’t do it at
all
• Subscribers > Viewers

7. Video – YouTube
• Most familiar video platform
• 48 hours of video uploaded every minute
• 3 billion videos viewed everyday
• 490 Million Users average visit – 25 minutes
• Monetization (CPM – Cost per 1000 views basis)
• Brand Channels
• Analytics suite
• http://www.youtube.com/t/press_statistics

8. YouTube – Brand Channels
• http://www.youtube.com/user/Starbucks/featured
• http://www.youtube.com/thescore
• http://www.youtube.com/user/McDonaldsCanada
• Playlists
• Promote videos
• Advertising
http://www.youtube.com/user/JimmyKimmelLive

9. Video - Vimeo
• A community of film people
• Quality is better on default embed
• Not for “commercial usage”
• No monetization

10. Why Video
• SEO
• Easily consumable (72% YOY Growth – Forrester Research)
• Social media effect – shareable
• If it’s good. Bounce rate goes down!
• Alleviates doubt. And increases trust (Zappos)
• Cost of entry all time low
• More Memorable

11. Examples
• http://www.zappos.com/nike-eclipse-ii-white-black-varsity-
red
• https://path.com/
• http://www.youtube.com/watch?v=Y81p9XsX3tQ – Various
Examples
• http://www.youtube.com/watch?v=NHPok_lBmzM - HubSpot

12. Video – Recap
• Great reference, great for sharing, but the videos have to be
great
• OR they have to be quick
• Build trust with your customers
• Make Money with advertising
• Reach your audience through various channels
• Get found faster.

13. Flickr, Twitpic, pic.twitter.com, Instagram, Pinterest
PHOTO SHARING

15. PHOTO SHARING - FLICKR
•Online photo management and sharing
• Great community
•Started out as a game
•You own the content
•Customize who sees the content
•Freemium model –ad-free unlimited photo storage
• 51 million users
•Owned by Yahoo (2005)

16. PHOTO SHARING - FLICKR
•Online photo management and sharing
• Great community
•You own the content
•Customize who sees the content
• Most frequently used for personal usage small businesses do use it though
•Creative Commons

17. PHOTO SHARING - FLICKR
• Creative Commons
•http://www.flickr.com/creativecommons/
•A great source to find images, and to have your images
discovered

18. PHOTO SHARING - INSTAGRAM
• iPhone (and Android) only photo sharing app
•No View Analytics
•“Sharability” & Early adopter factor
•http://instagr.am/p/HAb6d2Rc-j/
•10 Early Adopter Brands using Instagram -
http://thenextweb.com/socialmedia/2011/05/19/10-early-
adopter-brands-using-instagram/
•Many Brands on Instagram http://socialfresh.com/brands-
on-instagram/
•Bought by Facebook for $1B

19. TWITPIC, YFROG, LOCKERZ
•All popular photo sharing services
• Have web presence and mobile presence
•All have social media elements
• Choose one and stick with it (not lockerz.. unreliable)
• Yfrog has “views” updating issues no embeds (i.e Tweetdeck)
•Less a community, more a sharing utlitity to other networks
•Pic.twitter.com no analytics at all
•Twitter forcing more and more apps to use pic.twitter.com

20. SHARE OF VOICE – MAY 2011
(ANCIENT)

23. MORE NETWORKS MORE REACH
•Gary Vee on Pinterest
http://youtu.be/keMQasaECKM

24. PHOTO SHARING FOR BUSINESS
• Integrate into everything!
• Instagram – 9185 Likes - 21 Likes to Facebook (Share)
• Twitter - 370 Retweets
• Facebook – 44,998 Likes, 1,231 Comments, 2091 Shares

25. PHOTO SHARING BEST PRACTICES
• Integrate as much as possible . Share across all networks
• Find the channel(s) that work best for you
• Be descriptive
• Tell a story when uploading an album
• Link back to your website!
• Use pictures whenever possible

26. CHECKINS – FOURSQUARE, GET GLUE,
FACEBOOK PLACES
•Foursquare – Check in any where with people who aren’t
your friends (Twitter)
•Facebook – Check in anywhere with your real friends
•Get Glue – Check in to what you’re watching, or reading or
listening to

27. CHECKINS – FOURSQUARE
• Foursquare – 15 million users
• More of a mobile app – users checkin when they’re at the
location
• Most check ins - Mayor
• Tips Promotions
• Badges based
• Share with social network
• Privacy

28. CHECKINS –GET GLUE
• 1.5 million users
• Stickers
•More for content providers & Personal usage

29. CHECKINS – FACEBOOK PLACES
•US around 750 000 checkins / day
•Only 4% of adult users use location based services
•http://www.ignitesocialmedia.com/social-media-
stats/foursquare-facebook-places-checkins/

30. CHECKINS – WHY
• Free advertising. People care about where others do.
(Shop, Watch, Eat)
• Early adopter
• Meet up.
• Brand recognition.
• Tips
•Incentivize – Free beer? SURE!
•6 Successful Foursquare Marketing Campaigns to Learn
From
•5 Creative Facebook Places Marketing Campaigns

31. ASSIGNMENT
•Anthropological Introduction to YouTube
•http://www.youtube.com/watch?v=TPAO-lZ4_hU
•Questions to be posted!