This document provides guidance on social video marketing on YouTube. It discusses why YouTube is an important platform, common mistakes to avoid, and how to develop an effective strategy. The key aspects of a strategy are to define goals, identity, and value proposition. Videos should aim to inspire, educate, and entertain audiences. Proper use of features like titles, descriptions, playlists, and analytics are also covered. The overall message is that social video marketing requires nurturing communities over time, rather than only seeking viral hits.

2. Social Video
Marketing 101

3. Key Questions I’ll (do my best to) Answer
• WhyYouTube?
• How to do it (or NOT?)
• Whatshould be our priority?
• Whatvideo experiences will persuade visitors to convert?

5. Tyson: Karl J Kaul/Wonderful Machine; Background: Pat Gaines/Getty Images
What
?

6. Here’s what it
HAS BEEN
too often and
SHOULDN’T BE…

8. YouTube is NOT
a billboard

11. is NOT a
dumping

13. Big “Social” Mistakes with YouTube
• Not being genuine
• Not being transparent
• Not listening
• Not engaging personally
• Not looking for feedback
• Not having a response plan
• Doing what everyone else is
doing, rather asking what
your own customers would
like to see.
• More concerned with trying
to impress than actually be
helpful.

14. How to tell if your company suffers
from “Viral Video Mentality” (VVM)
• A chronic compulsion to ask speakers at marketing
conferences, “How do I make a viral video?”
• A failure to demonstrate an understanding of, or point to a
direct relationship with, actual business objectives.
• Always “swinging for the fences” instead of looking for many
singles and doubles.

16. YouTube as a Shopping Mall

17. 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

18. YouTube as a Casino

19. Why a Casino?
• Their goal is to
have you stay
long enough until
the house wins.
• The trick is in
knowing how to
leave when when
you’re winning.

20. Tyson: Karl J Kaul/Wonderful Machine; Background: Pat Gaines/Getty Images
Why
?

21. “To Tube or
not to Tube,
that is the
question.”
-- not Shakespeare

22. Video augments our human nature

23. “Video is a highly effective
persuasion
technology
– Dr. BJ Fogg, Director of Persuasive
Technology at Stanford University, 2010
…It has become one of the most
effective ways to motivate
people towards certain
behaviors.”

24. “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 Citi and author of “@
Your Service.”

26. What is “Social?”

28. unforgettable
shareworthy
connection
emotional
protagonist
concise
interactive
persuasive
engaging
conflict &
resolution
re-liveable authentic

29. Emotionally Intelligent

31. Social Video Marketing
The blending of video with personal
human interactivity for the
co-creation of value.

32. Video is more “social” than text
• More interactive
• More visceral
• More empowering
• More persuasive
• More egalitarian
• More personal
• More influential
• Low entry barrier (Fast, cheap, easy!)
• More willing to consume, react, produce, and spend!

36. What’s your goals?

37. Old Marketing to New Media Culture?

38. “Social Video Marketing” Is…
Dialogue

39. “Social Video Marketing” Is.…

40. “Social Video Marketing” Needs…
• Going beyond just
• “Friends” and
“Fans”
• And more
emphasis on
friendly, personal,
helpful service.

41. “Social Video Marketing” is…
• To balance
entertaining
consumers
• With caring for
consumers.
• With actually
helping them out,
and making them
feel like part of a
community.

42. Social Video Marketing’s
ideal growth…
• A co-dependent
relationship between
producers and
consumers…
• Where both parties
are treated as
equals in the
business
relationship, sharing
their content, ideas,
and support for
each other

43. Who should I
learn from?

47. Video Info-tainment in commerce

49. Staff as video instructors and
personalities

50. Social Video as customer culture

51. Social Video as Editorial Commerce

56. Orabrush: Social Video Success

59. Engagement
vs.
Conversion

62. Conversion videos
have a DIRECT marketing approach
• For Orabrush, they are similar to entertaining, short-form
infomercials.
• They educate people, teach them about their story, and
show their personality. They also have a clear call-to-action
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 positive ROI, or at
least break even, then they’re considered a “fail.”

63. Engagement videos
have a SOCIAL marketing approach
• Engagement videos are meant to build human connections with
the viewer, nurture relationships, and build up “social capital” that
will eventually convert to sales and lots of word-of-mouth.
• Orabrush’s engagement videos start new conversations, 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.

65. STRATEGY

66. Step 1: Define your goals
YouTube Marketing requires SMART goals
Specific
Measurable
Actionable
Realistic
Time-sensitive

67. Step 2: Define your identity
Define your identity will lead you to your core
content strategy.
1. Hero: Your signature video(s)
2. Hub: What you are known for and can deliver
consistently
3. Help: How you can provide direct value

68. Step 3: Explain your value
Three main ways to add value:
• INSPIRE the audience with emotional and
relatable stories
• EDUCATE the audience with useful information
• ENTERTAIN the audience by surprising them,
making them laugh or sharing spectacular
content

69. TIPS AND TACTICS

70. Video SEO
YouTube
• Title, Description, Keywords
• Playlists, categories
• Custom Thumbnails
• Transcripts / Closed
Captions
• Interactive cards
Website
• Landing Pages
• Custom Thumbnails
• Video gallery/subdomain
• Transcripts
• Video Site Map

71. Top 3 YouTube KPIs
1. Watch time
2. Session time
3. Subscribers & subscriber activity

72. Primary YouTube Key Performance
Indicators (KPIs)
• Time watched
(“Audience retention”)
• Subscribers
• Traffic to website.

73. Thumbnails

74. Thumbnails

75. Thumbnails

76. Thumbnails

77. Custom End Slates

80. Closed Captions

81. Closed Captions

82. Annotations

83. Analytics

84. Series Playlist

86. Hashtags

88. TOOLS AND RESOURCES

89. YouTube Creators Playbook

92. YouTube Tools

97. FREE EXCERPT!
Email me at
grant.crowell@gmail.com
and please share your own
comment or question
about our presentation.

98. Conclusion
• Start with a strategy and SMART goals.
• Hero, Hub, and Help
• Care, Consistency, and Community
• It’s not about ‘going viral,’ it’s about being
Social and persuasive.
• Think of your YouTube channel and
community as a garden you need to
nurture
• Don’t be Sammy Sosa, be
Moneyball.(Think Singles and doubles,
instead of always swinging for the fences.)

100. Screw Viral

101. THINK Before You SHOOT

102. Tube Responsibly
$

103. @GRANTCROWELL