To gain access to the full video recording, register for free access at: http://pixvid.tv/WgdOoQ YouTube is the #1 video platform – by a mile. And it keeps getting better. It’s also an extremely powerful marketing platform. Together, you and YouTube become a marketing machine where regular and increasing views drive more business. Skeptical? We’re not. Not only have we analyzed more business YouTube channels than any other company on the planet, but we’ve also created and reengineered many more. We know what works. For this webinar, we’ll share our research and distill effective YouTube strategy. We’re going to teach you how to do YouTube right, combining platform best practices with YouTube marketing essentials. It's a winning combo that's guaranteed to get both your views and business up. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. Pixability TV 21
Webinar
May 21, 2012
Want More Views and Action?
Do YouTube Right.

2. Agenda
 Elements of a successful YouTube strategy
 Running a paid campaign
 Driving organic traffic through SEO and
social media.
 Finding the right content mix
 Using analytics effectively

3. Questions?
 webinar@pixability.com
 Twitter: @pixability #pixtv21

4. Pixability provides
An all-in-one video marketing
solution that helps organizations…
get the in front of the to trigger the
Right Right Right
VIDEO AUDIENCE ACTION

5. Video Marketing for Dummies: The Book
 Available as
paperback and
ebook
 408 pages,
$16.32 paperback,
$14 Kindle version

7. Biz video on YouTube is skyrocketing
Monthly Videos Published on YouTube
by Global Top 100 Brands
(Source: Pixability Video Radar)
8000
7000
6000
Number of Videos
5000
4000
3000
2000
1000
0
05 2006 06 2007 07 2008 08 2009 09 2010 10 2011 112012

8. Most businesses fail to optimize video
Views per Video
Top 100 Brands on YouTube
Less 1,000 to 10K to 100K to Over
than 1,000 10K 100K 1 Million 1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global
brands got fewer than 1,000 views, meaning they failed to
reach their audience.
Source: Pixability Online Video Grader Sample of 150,000 business videos
on 1270 YouTube channels belonging to Top 100 Global Brands

9. Traffic Sources for YouTube Videos
Traffic source
40%
34%
35%
30%
25%
21%
20%
15% 13% 13%
12%
10%
7%
5%
0%
Other Embedded External links Search Paid Mobile
YouTube player on (incl. social advertising
pages external site media)
Source: onlinevideograder.com, sample of Pixability clients

10. YouTube Promotion Strategy Components
Social Media
YouTube Ads Video SEO
Outreach
YouTube Channel Website
Management Embedding
Content Mix
Analytics

11. YouTube Ads

12. How it works
1. Select: 2. Place: 3. Call to Action:
Choose one or Put ads where Users can immediately
several of your YouTube your target audience watch your video and
videos as ads. already is. click through to your
website for more
information.

13. Placement Examples: Search
Buy specific
keywords that
your customers
are likely to
search for.
Ads appear on
top of search
results.

14. Placement Examples: Videos/Channels
Place ads right
next to videos
that your target
audience may
watch.
Advantage:
Viewers are
already in the
right mood.

15. Placement Examples: Pre-Roll
Your video rolls
right before a
video that your
audience might
be interested in –
like a TV
commercial.
Users can click
right through to
your website.
You pay only per
view, not by the
length of the ad.

16. Top 3 Advantages
1. More cost-effective than Google AdWords
and most other forms of online ads.
2. Can be highly targeted.
3. Benefits your entire YouTube strategy
(SEO effect).

17. Good targeting boosts click-through rates
Click-Through Rates on Video Ads
0.7% Video Ad Networks
3.5% Video Portals
+ 9-22% Pixability Clients
Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data

18. Social Media Outreach

19. The Importance of Social Video Sharing
 Up to 50% of a YouTube video’s views (on
average) are generated by external sites
 YouTube’s algorithms increasingly prioritize
frequently shared videos
 Better search rankings
 Higher visibility in “Suggested Videos”
Source: Pixability Caffeine Analytics

20. YouTube Videos in Facebook

21. YouTube Videos in Twitter
21

22. YouTube Videos in Pinterest

23. Social Media Tips
1. Understand your audience
 Use the right kind of content
 Give people a reason to share your videos
2. Pick your battles: Doing it right is more important
than doing it all
3. Use your YouTube videos on all your social channels
 Attractive content for social marketing
 Don’t upload videos to Facebook, but embed YouTube
players
4. Expect short attention spans. Don’t be afraid of
repetition.

24. Video SEO

25. YouTube is the 2nd largest search engine
 Very strong in
how-to content
 YouTube SEO
follows different
rules than
traditional SEO

26. Video SEO highly influential for Google SEO
 Google seems to
prioritize web pages
Video
that have videos.
 Now automatically
recognizes
Video embedded YouTube
videos on pages.
Video
Video
Video

27. YouTube Metadata
Title
Make it crisp. First 5-6 words
appear in search results
Thumbnail
Only 3 to choose from. Faces
and clearly recognizable things
work best.
Description text
Should be 100+ words and
keyword-rich.
Tags
Essential for search and
“related videos” traffic

28. Important Traffic Source:
Related Videos
Related Videos
Related Videos
Selected by YouTube’s algorithms
Selected by YouTube’s algorithm
based mainly on tags tags and
based mainly on similar
user behavior

29. Influence Factors on YouTube SEO
Search ranking factors in order of importance:
1. Video title
2. Total number of views the video got
3. Recent number of views the video got
4. Video tags
5. Number of times the video has been embedded on other
sites
6. Number of links from external sites to the video
7. Description text
8. Video age: Older is better, unless it’s a trending topic
9. Transcript texts
10. Number of total views of the video’s YouTube channel
Source: Pixability statistical analysis of YouTube search results

30. Channel Management

31. YouTube Channel Page
“Avatar” and
Channel Title
Links
Great to send
people to your
website or social
media channels
Featured Video
First thing that
most visitors see
Channel
description and
channel tags
Important SEO
Featured
influence
Playlists
Helpful guidance
for viewers

32. Customized Pages
Available for YouTube partners and big advertisers

33. The Importance of Playlists
 Helps viewers find
related content
 Positive for video
SEO

34. Subscribers
 Good way to
engage loyal
viewers.
 Don’t overestimate
traffic impact for
marketing-oriented
channels. Often
less than 1%.

35. Website Embedding

36. Should you use a YouTube player on your site?
In a word, yes.
Pro:
 Free
 Very broad device
support
 Very strong
effect on video
SEO
Con:
 Limited control
 Somewhat limited
Example: nike.com analytics

37. Customized Embed Codes
The YouTube player is more flexible than you think.

38. Content

39. The Best YouTube Marketers Produce More Videos
Average Number of YouTube Videos per Channel
200
181
180
160
140
120
100
80
60
40 29
20
0
Top Quartile Bottom Quartile
Source: Pixability Online Video Grader

40. Find out what your target audience cares about
“What is going on in my industry on YouTube?”
 Pixability Video
Radar: Analyzes
videos and channels
that deal with a
particular topic
 Metrics on
• Audience size
• Most popular content
types and sub topics
• Social media reactions
• Viewer sentiment

41. Example: Beauty Schools

42. Use insights for content decisions and ad targeting

43. Video Radar Example: 4x4 SUVs
• Only two car brands
(Honda and Nissan)
appear in the top 50
channels.
• The importance of
community: All others
are enthusiast
channels or media
outlets.
• How-to content (e.g.
auto repair help)
attracts lots of views
on YouTube.

44. Video Radar Example: Video Length
• The old cliché that a
YouTube video has to
be short is simply not
true.
• Longer content
attracts many viewers
as well.
Videos longer • People seek longer
than 3 minutes content when they are
getting serious about
buying.

45. Analytics

46. What to Analyze?
 Raw numbers like views, users, demographics
 Traffic sources
 Embed sites and links
 Search keywords
 User engagement and sharing
 Click tracking
 Process: Establish a rhythm for analysis, e.g.
monthly deep-dive with a quick weekly update

47. YouTube Analytics
• Good starting point
and free.
• Optimized for content
producers, not
marketers.
• Figuring out the most
important facts for
marketers is tough.

48. Advanced Analytics
• For example in Pixability
Caffeine
• Easier and time-saving
way to get to the right
business facts.
• Where did my traffic come
from?
• What do I need to focus
on?
• How do people react?
• What are my competitors
doing?
• Automated email alerts.

49. Video Radar: Analyzing Viewer Feedback
• Monitoring what
people think is as
important as watching
pure view numbers.
• Pandering to the
audience with badly
executed humor can
go very wrong.

50. Now What? Making Analytics Actionable
Don’t stop at analysis, but define clear actions
 Produce better / more / different content
 Watch carefully what people like
 Invest in advertising and SEO
 Improve social media outreach
 Improve calls-to-action
 Tell people what they should do next
 Make it easy to contact you
 Make sure you track all clicks, e.g. with bit.ly

51. Summary
 There’s no silver bullet.
Make sure you cover all important traffic
sources.
 Often overlooked:
 Social outreach
 Paid YouTube ads
 Website embedding
 Use analytics to find the right content mix and
optimize your content strategy.

52. How Pixability Helps Video Marketers
Caffeine Espresso Mocha
Manage and Market Online Video Kick-Start and Accelerate Existing Create and Market a Complete
Assets and Portfolios Online Video Content Online Video Portfolio
SOFTWARE • Video performance analytics • YouTube & hosting integration
• Video management & branding • Social media integration
EXPERT • Video SEO & keywords
• Ad management & targeting
GUIDANCE • Competitive monitoring
PRODUCTION
• Scripting, shooting & editing
• Studio-grade animation
• 21 complete videos /branding

53. All-in-One Software Solution: Pixability Caffeine
Analysis
Online Video Grader Video Radar
Measures individual channels Measures competitors and industry sectors
Caffeine Video Marketing Platform
Action
Search Call-To-
Plan & Social media
Engine Ad Targeting Action
Create Promotion
Optimization Management
Results
Right Video Right Audience Right Action

54. www.pixability.com
888-PIX-VIDEO
888-749-8433
andreas@pixability.com
theresa@pixability.com