YouTube is an entertainment channel that fosters feedback between creator and viewer. It was bought by Google in 2006 and reaches more US adults between the ages of 18 - 34 than any other cable network. Learn how to make an impact on YouTube in the new economy where we connect with emotional labor vs. physical labor of the Industrial Era.

1. +

3. • an entertainment channel
• fosters feedback between creator and viewer.
• Comment section allows viewers to give feedback on the videos they
watch

4. • YouTube reaches more US adults aged 18 – 34
than any other cable network. Source: Nielson
• More than 1 billion unique users a month
• 70% of YouTube traffic comes from outside
the US

5. Google bought YouTube in 2006

6. What does this mean?
Your entire Google Profile (which is increasingly
your entire online profile) is tied up in a Google
bow

7. youtube.com/dashboard

8. What does this really mean?

9. The future is already here…
it’s just not evenly distributed.
- William Gibson

10. The Industrial Economy…
…fosters Compliance

11. Physical labor

12. This type of economy…
• Needs you to dream about security and the benefits of
compliance.
• Works to sell you on a cycle of consumption
• Benefits from our dream of moving up the corporate
ladder, his ladder.
- Seth Godin, The Icarus Deception

13. Shifting mindset…

14. http://www.youtube.com/watch?v=Ew_tdY0V4Zo

15. What’s her story about?

16. Corporations work best when the
people on the inside have the
fullest contact possible with the
people on the outside.
- The ClueTrain Manifesto

17. Hero’s Journey = Humanity.
As humans, we crave:
• Community
• Connection
• Compassion

18. Which makes sense because…
Connection between people is always the result
of emotional labor, not physical labor. The assets
of trust + leadership + conversation can come
only from the difficult work of creating personal
art.
- Seth Godin

19. The You Economy…
(source: @taragentile)
Is about YOU.
Intention > Attention
Quality > Quantity

20. Video gives
a voice
to your vision

21. is your tool
to Connect and Create

22. Tell Your Story
• Get inspired by ideas
– Use Search Tools to find interesting content

23. Storytelling 101
• Don’t try too hard to be interesting.
• Create meaningful content.
• Tell your story in a way that’s not just
meaningful to you, but to YOUR customers.

24. Natural, human conversation is the true
language of commerce.
- The ClueTrain Manifesto

25. What kind of video do you want to
create?
• Decide on format
– Q & A, talking head, animation, short vignette,
etc.
– Who will be the hero/main character?
– What emotions will you try to convey?
– How will you incorporate storytelling?
– Create mini-pilots to test new concepts.

26. How to record…
• Buy expensive camera equipment (not necessary)
• Use webcam on computer
• iPhone camera
• Screen Recorder (e.g., Camtasia)
• Animoto
• Use Google Hangouts

28. Start a hangout on-air

29. Channel Setup Checklist
Step 1: Describe your channel

30. Step 2:
Know what you’re sharing?

31. Privacy

32. Step 3: Add web links

33. Step 4:
• Add channel art

34. Upload Photos or Choose from Your
Gallery

35. Integrated with Google+
This means…all photos that you’ve shared on Google+
appear in Your Photos for your Channel Art

36. Step 5: Shared Endorsements

37. Google Makes it Easy to Get
Recommendations
• Google sometimes displays your reviews,
recommendations, and other relevant activity
through its products and services
• You can choose whether your name and photo
may be used to help your friends find stuff
you love.

38. https://plus.google.com/settings/endo
rsements

39. Step 6: Don’t miss key updates

40. https://www.youtube.com/account_n
otifications

41. Equipment
1. High-quality microphone
– Recommendation: Audio-technica

42. YouTube tips
1. Keep video under 90 seconds MAX
2. Lighting and Audio quality are key
3. Create one YouTube channel for your entire
brand

43. Quick Review…
•
•
•
•
Set up your YouTube channel
Record (using high-quality microphone)
Upload to YouTube
Update your account settings + privacy

44. Optimize your Video
• Correct Tagging and titles
– Associate your video with text to rank for specific
keywords
– YouTube values what they call “watch time”
• The algorithm for suggesting videos includes prioritizing
videos that lead to longer overall viewing session over
those that receive more clicks

45. Use Google Trends

46. What you’re doing is bigger than just
•
•
•
•
Possibility
Opportunity (news jacking)
Your creative outlet
Creates a community and a sense of belonging

47. You’re creating meaningful change by:
• Starting conversations
• Speaking up
• Having a voice

48. What are you waiting for?
Don’t wait for someone to say “go!”
The world is waiting…

49. Questions?
Visit: www.jessicaannmedia.com
Email: jessica {at} jessica ann media dot com
(no spaces)
Twitter: @itsjessicann
Google+: Jessica Ann

50. Photos courtesy of: