Vorian Agency YouTube & Video Marketing Training Seminar by Matt Lynch – General Manager, Vorian Agency

1. YouTube & Video Marketing
Training Seminar
Wednesday 14th May, 2014 10:00am – 12:00pm

2. Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing
solutions to business wrestling with how to market in today’s changing environment.
• With over 20 years Information Technology and Online Marketing Experience, primary
speciality being Search Engine Optimisation (SEO), working both within agency and in-
house roles as a digital marketing specialist.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel with
companies such as Trafalgar Tours, The Travel Corporation brand and travel properties,
Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert
and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager

3. Connect with Matt…
YouTube: https://www.youtube.com/user/aumattlynch
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Facebook: https://www.facebook.com/mattrlynch
Twitter: https://twitter.com/mattrlynch
Google+: https://plus.google.com/+MattLynchAU
Pinterest: http://pinterest.com/mattrlynch
Instagram: http://instagram.com/#mattrlynch
Vimeo: https://vimeo.com/mattrlynch
Vine: https://vine.co/mattlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au

4. Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency

5. Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• 5min break half-way through the session
• Mobile Phones on Silent
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment or answer specific questions
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series

6. In today’s session…
• YouTube statistics
• Optimising your video for SEO
• Local SEO with YouTube
• Optimise your Display Thumbnail
• Types of Viral Video
• What Type of Content to Share
• Examples of Good Content
• YouTube Creator Playbook
• YouTube and other Video Editors
• A lot of YouTube Tips and Techniques
• YouTube Statistics
• YouTube Live
• A Professional Video Shoot
• Repurposing/Reusing your Content
• Incorporate Video into your Blog/Website
• Cross Pollinate Across Social Media
• Facebook Video Marketing
• Short Format Video
• Screen Recording Program

7. Video Reigns Supreme

8. Add up the User Numbers
• Be found not just on Google in search… (Bing, Yahoo!, local search,…)
• Go to where the users are, don't ignore them:
• Facebook: 12.8 M users in Australia. 55.02% of Australian population.
• YouTube: 11.5 M users in Australia, 49.49% of Australian population.
• LinkedIn
• Twitter
• Tumblr
• Instagram
• Pinterest
• Flickr
• Google+

9. 60 seconds in Social Media
• Supporting the user numbers per social media channel in
the previous slide, one minute – 60 seconds, of internet
time represents two million videos viewed on YouTube
• 100 hours of video are uploaded to YouTube ever minute.
• 70% of YouTube traffic comes from outside of the US.
• YouTube is localised in 56 countries and 61 languages.
• YouTube reaches more adults aged 18-34 than any cable
network.

11. Brand Consistency
• Before we delve into preparing to do business online… research and do the due
diligence, to determine a consistent brand approach (name and logo) to avoid
confusion and conflict to the brand.
• NameChk: http://namechk.com/
• Knowem: http://knowem.com/

12. Secure Your Name
• Proverb: Failing to plan is planning to fail
• You may not use them today, but secure them for tomorrow!

13. Style Guide
• You need to determine whether video is suited to your brand message.
• Generate a ‘Style Guide’ for your online business
• Research your target demographic to develop your ideal ‘persona’ – target audience
• Determine your ‘Tone of Voice’, type of language used and how you will come across
• Consistent naming convention for account creation
• Consistent brand approach for use of logo, hero images, fonts and colours
• Prepare business descriptors for use in ‘About’ biographies
• Look to incorporate target keyword strategy throughout

14. Your Social Media Policy
• To maintain our company's open, honest and transparent approach, and our genuine
personality, we’ve set out a few Guidelines and Policies to follow. They should be read
and followed by all staff, and especially anyone who updates a Social Media profile for
our company.
• Our Social Media objectives
– Have fun. If you enjoy what you do, they will too!
– Respect the audience. Even if their opinions differ.
– Be timely. Social Media is about NOW.
– Know when and what to post. Right message, right time. Be mindful of situations where you need approval signoff
before responding or posting.
– Leave competitors to it. They may talk about us, but the best response is no response.
– Act responsibly. Do us proud and keep it honest. Don’t post negative comments, avoid inflating feedback with
other profiles and importantly never leak confidential business information
• Remember to follow these policies
– Keep it quiet – never discuss company or customer details. This includes subjects like sales figures, customer
details, internal policies, complaints, staff members or incidents.
– Keep it nice – Never refer to our company or others in a way that is defamatory, harassing or indecent.
– Keep it private – Never reference any clients, customers or trade partners without obtaining their permission to do
so.
– Keep it real – Never post online on behalf of the company or competitors (under your own name or anonymously)
unless it’s part of your job role or you’ve been given permission to do so.
– Keep it calm – if you’re in a bad mood, or someone riles you, take a step back and come back to it later.
– And finally, remember to keep it cool – We know you love social media as much as we do, but remember your
social media usage shouldn’t interfere with your job. Usage may be reviewed and monitored by your Manager.

15. Customise your YouTube Channel
• Profile Information
Customise your channel’s Title, Description, Tags and Visibility in the ‘Info and Settings’
tab which appears on your channels’ homepage.
• Channel Tabs
Your channel can support up to four tabs: feed (recent activity, likes, comments) videos,
featured tab (optional, used for customisation), gadget Tab (optional).
• Featured Videos and Playlists
Choose favourite videos or playlists you would like to have automatically played or elect
your most recent upload.
• Branding Options
Add clear and consistent visual elements to give your channel a personal touch that
reflects your brand. Use the cover photo hero image on your channel to make a great first
impression and outline what your brand/channel is about. Link back (cross-pollinate) to
your various social media profiles for the business and your website.

16. Optimising for SEO
• Optimise <title> and <description> so
your video content appears in the
SERPs (Search Engine Results Pages).
• YouTube is the second largest search
engine on the net.
• Video has become one of the most
influential factors in all aspects of digital
marketing.
• Particularly useful if you are targeting a
long-tail query, if the query relates
closely to a visual concept that could be
better explained in a video than a blog,
you will most certainly gain a better
search position by producing a video.
• A recent Forrester study showed that a
webpage with a video was 53x more
likely to gain a page one position in the
SERPs.
• Viewers of video are 64% more likely to
purchase after watching a product video

17. Local SEO with YouTube
• Geotag Your Video in order to associate it with the geo-coordinates of your business
location.
• Link To Your Business In The Description.
• Include Your NAP (Name, Address, Phone) in the frames near the end of the video (and
perhaps your website URL as well).
• Stating your business name, address and phone in the video’s audio will be worthwhile,
since this may be automatically converted into the text transcripts produced by Google’s
systems.
• Mention your address, city location and phone number in the description text.
• Tag Your Video, including your business category name and your location names as tags on
the video.
• Associate The Video With Your Google Places Listing.
• Associate The Video With Your Google+ Local Page.
• Embed the video in your website page and/or on your blog.
• Further promote the video via your social media accounts, particularly on Twitter, Facebook,
Tumblr, and Google+.

18. Choose Your Display Frame
• Choosing your display frame from your video, as what appears as the ‘thumbnail’
image, creates the initial trigger for consumers to engage. A picture says a thousand
words, entice your audience with an image to encourage them into playing your
content. Design and upload custom thumbnails for new videos.
– Clear, in-focus, hi-resolution, (640x360px 16:9 aspect ratio)
• And as your video starts…
– Make the first shot fascinating.
– Address the audience immediately.
– Tell them what they are watching.
– Spark their curiosity.
– Ask a question.
– Tease the rest of the video.
– Keep branding to less than five seconds, unless it is hilarious.

19. Two Types of Viral
• If you want your content to be shared virally… which is the whole point of 'Viral
Marketing'. It has to resonate with the audience, be interesting to them, motivate,
evoke a reaction, and from there it can ride the wave spreading across the internet
and growing exponentially by the effort of the online community.
• The successful formula to achieve this means your video content needs to be:
– Useful
– Humorous
– Amazing
– Emotional
– Makes you think
– Uncommon
– Drama filled
– Cute

20. What Content to Share
• Credibility + Reliability + Intimacy = Trust
• People do business with people they know, like and trust and video helps build this
relationship.
• Present your company as a thought leader
• Upload videos and demonstrate your unique skills, USP (Unique Selling Proposition)
or point of difference, creativity and intelligence.
• Do tutorials and how-to videos.
• Show your face.

21. Viral Video Example

22. GoPro – Be a HERO
• Content that is adventurous and exciting is engaging, and drives sharing.
• Video with Emotion works, as it stimulates a physical response in the audience.

23. Red Bull
• Content that is adventurous and exciting is engaging, and will be shared.

24. YouTube Playbook
• YouTube’s Playbook – Marketing your videos
The manual encompasses everything from starting a channel to correctly tagging
your videos, we know that many of you already have those bases covered
http://static.googleusercontent.com/media/www.youtube.com/en//yt/playbook/media/p
dfs/playbook.pdf

25. YouTube’s Video Editor
• YouTube has an online video editor that lets you edit and splice together your videos.
The tool, which requires no additional software, or browser plug-ins (besides Adobe's
Flash), lets users make minor edits to videos they've uploaded, as well as stitch several
clips together into one.
While it lacks many basic features of modern day consumer video editing software (such
as captioning, transitions, and image stabilization), it makes up for it in convenience. All
your video files, and the rendering, is taken care of by YouTube's server farm.

26. YouTube’s Video Editor
• 1. Upload - First, you need to upload your videos. You can't actually do this through the
editor, they need to be on YouTube before you even begin.
Tip: if you're working with several clips that you wish to string together, but that you don't
want to have exist as their own, standalone videos, simply check the "unlisted" or "private"
option while they're uploading. This way, they won't show up on your public profile, but
they're still in YouTube's system
• 2. Arrange - Go to YouTube's editor https://www.youtube.com/editor
To add clips to your video you can drag them from the "my videos" section, down to the
time line, or you can hit the plus icon that's in each clip's top right hand corner.
• 3. Cut - If you don't need to make any edits to your videos, you can just give your work a
title and hit the publish button. To make use of the editor's power you need to make some
cuts. YouTube's editor lets you trim a video, but not split it, so if you want to cut a single
clip into two or more parts you need to drag more copies of that video down into the time
line.
• 4. Audio (optional) - While you can't adjust the volume level, or add an audio track of your
own, you can use YouTube's AudioSwap feature to add music to your creation.
• 5. Publish - When you're done, just give your work a title and hit the publish button.

27. Video Editing Software

28. YouTube Tips
Create a channel trailer
• A trailer is the very first thing a person views when they click on your channel so
create an engaging and interactive video that will hook in consumers and hopefully
turn viewers into subscribers. Keep the video short and make sure it not only
encapsulates your brand’s persona but also introduces viewers to what you have to
offer.
“If you’re a comedy channel, make a funny promotional video. If you’re an extreme
sports channel, incorporate a trick into your video. Your channel trailer is your
elevator pitch to potential subscribers: what can you show to convince them to
subscribe to your channel?”
Use annotations
• Annotations are clickable text comments that are overlaid on videos and are a useful
way of engaging viewers. Examples of this include text that clarifies a specific part of
the video, gives behind-the-scenes information or simply text that just links to other
videos and playlists. Try to avoid annotations in the lower third of the video however,
as advertisements can obscure them, and make sure what you write doesn’t obscure
the actual content.
“The more you connect with your fans, the most likely it will be that they will watch
your channel and share with their friends.”

29. YouTube Tips
Create playlists
• A playlist is a list of videos that have been grouped together by theme and these
videos can be collected from your own channel or from others. Great playlists not
only improve viewer watch time but they are another opportunity to get your brand to
appear in search results or in the suggested video section.
“Imagine that your channel is like an online store, with well organized, smartly-curated
displays that showcase different types of content. Whether you create videos with
different themes of your curate videos from others, keep your collections organised
with playlists and sections so your viewers easily find what they went to your channel
for.”
Interact with other channels
• Even if you don’t have the means to continually upload high-quality videos, you can
still grow your followers and engage with viewers. One easy way to do this is by liking
other videos and making playlists. Make sure you do a regular schedule and don’t
over do it.
“Multiple actions can get aggregated into a single post for your subscribers. Space
out your interactions so that uploading, commenting, adding to playlists and liking
don’t happen consecutively.”

30. YouTube Tips
Calls to Action
• Watching video online is an interactive and social experience. Use the same
marketing strategy that we apply to content posts in other social media channels,
where we tell the consumer what action we want them to take. Therefore your videos
should have specific CTAs (Call To Actions). The CTAs should be minimal and
simple; too many causes confusion and dilutes your focus, just like a bad landing
page design. Make it as easy as possible for your viewers to act.
• Types of Calls to Action:
– Subscribe to your channel
– Watch more… the next episode
– Likes/Share a video, as this gets it broadcast to the community virally
– Comments – ask for comments, and remember that posing questions boosts
participation.
– Place CTAs at the beginning, middle and end of the video.

31. YouTube Statistics
Use your YouTube Analytics
• Knowing your audience is one of the most critical elements when succeeding in video
marketing and analytics can reveal valuable findings in this area. Understanding
video analytics also allows a brand to tailor videos to what their consumers want,
which in turn keeps the audience happy and helps grow viewership.
Use YouTube analytics, you can see who your viewers are, how much they are
watching and how engaging your videos are to them. Knowing certain statistics and
trends about your audience and how they watch your channel can inform the choices
you make.

32. YouTube Live
Taking it Live
• YouTube Live lets you livestream large music, news and cultural events, and interact
with your fans in a way that’s not possible with regular YouTube videos.
• If your channel is in good standing (no strikes), you can enable live events from your
Account Features page.
• Once your channel is enabled for live events, you’ll see a "Live Events" option in your
Video Manager.
Before a Live Event
• A livestream is only viewable for a limited time period, so make sure your audience
knows when to tune in.
• Test all equipment before the scheduled event.
• Market the event on and off-site well in advance.
• Create a trailer or teaser video.
• Promote the Live event on G+ by creating an event and making that event available
‘on air’. By showing additional fields you can reveal a YouTube URL to your G+
followers.
• Plan for dead-air during a live event, so you can fill it with prepared content.

33. Professional Video Shoot
Consider and decide these questions in advance:
• How much to commit to videos about recent events?
• How quick turnaround will be?
• What events or projects will allow the team to create batches of videos (as opposed
to single shoots)?
• Prepare the storyboard to determine sequencing.
• Write the script (Copywriter).
• What Actors besides the regular participants will be needed, and should be
scheduled in advance? Will the actors be sourced from an agency?
• When doing location work, what video shoots require special permission?
• Will a make-up artist be required?
• Will costuming/wardrobe be required?
• Will security/crowd control be required, and even medical staff/first aid kit?
• What hardware and software is needed? Will lighting, sound boom as well as the
cameraman be required?
• What distribution channels will the video be streamed on, and so what output format
aspect ratio and file sizes are required?
• When starting a new video project, especially a large one, allow time for a few tests.
Expect to need tweaks to both the content and technical sides.

34. Repurpose/Reuse Content
• Reusing your Video content; there are multiple types of video social media channels
where video can be posted/embedded. Look to reuse this video content in multiple
areas.
• Depending on channels repurposed to, adjust the tone of voice of the text to suit.
• Depending on the format of the channels repurposed to, adjust file format, or length.
• Create a modified variance in the <title> <description> to avoid duplicate content, and
increase search reach across a broader range of keywords.

35. Incorporate Video into your website

36. <html> for YouTube viewer
Playing a YouTube Video in HTML
• If you want to play a video in a web page, you can upload the video to YouTube and
insert the proper HTML code to display the video. The best way to embed video in a
web page is to use the HTML5 <video> element to insert an <object>.
• Example 1 – html 5 object:
<object width="400" height="50" data="bookmark.swf"></object>
• Example 2 - iframe:
<iframe width="420" height="345"
src="http://www.youtube.com/embed/XGSy3_Czz8k">
</iframe>
• Example 3 - embed:
<embed
width="420" height="345"
src="http://www.youtube.com/v/XGSy3_Czz8k"
type="application/x-shockwave-flash">
</embed>

37. WordPress YouTube Embed Plugin
Many plugins are also available for WordPress to give you additional control and features
• http://wordpress.org/plugins/youtube-embed-plus/

38. Optimise your YouTube Channel

39. Cross Pollinate – Facebook…

40. Facebook Video Marketing
Facebook is trying hard to compete against YouTube.
They want your videos, not a wall post with a link to your YouTube video, instead they
want you to upload your video straight to Facebook. If you do that, they’ll provide you with
better video engagement statistics with audience metrics.
Facebook announced at the beginning of May, 2014 that the new video metrics are
coming soon and they include “video views, unique video views, the average duration of
the video view and audience retention.”
The audience retention chart is particularly interesting as it shows the gradual decline as
people navigate away from your video. Why did they leave? Video too long? Too boring
in the middle? Did they leave after the video goes from talking human to charts and
graphics?
If the video is attached to an ad, you’ll find
demographics in the “Ads Reporting” view
– age, gender, country – all very helpful.
Video metrics will be available for all paid and organic videos uploaded directly to
Facebook Pages and will roll out gradually over the coming weeks.

41. Facebook’s New Video Advertising
Watch Without Sound
Facebook's new video advertising platform will automatically play videos in a user's news
feed without sound, rather than having a user click or tap to play a video. Wehen the user
does click or tap the video, Facebook plays the video in fullscreen with sound. To take
advantage of this new advertising tactic, make sure the video effectively works... without
sound!
As Facebook's new video platform allows videos to play instantaneously for users that
are scrolling their News Feeds. It is imperative to create short videos that give your
audience value. The first 6-10 seconds need to grab their attention. Focus on the opening
of the video otherwise the user won't engage any further.
When making your Facebook video, focus on one singule topic only limiting it to just a
couple of minutes maximum. If there's more you want to cover, shoot an additional video.
Facebook offers the opportunity to contextually advertise with PPC (Pay Per Click). Make
sure that you refine your audience selection carefully to match the video pitch and
expectations.

42. Cross Pollinate – Pinterest

43. Cross Pollinate – Google+

44. Google+ Hangout Video
• Live broadcast: A hangout (HOA – Hangouts On Air) functions like a live broadcast,
combined with what might be traditionally called video conferencing. You can have up
to a maximum of 10 people hanging out at any one time, each person requires a
Google+ account. All they need is a computer with a web cam. At the same time,
many other people can watch/listen in. This same approach can be used for YouTube
Live, a Live Event broadcast to your channel.
• Instant export: Hangouts are automatically saved to your YouTube account, like any
other video.
• Extended reach: Once it is saved to YouTube, your Hangout is automatically shared
on Google+, on your YouTube channel and you can share it with the URL or embed
code via any social media, as usual with YouTube.
• Naming Convention: The name you give your Hangout will be what is displayed in
your Google+ stream and in your invite to other people. Once you have set the name,
you can’t change it. This is also the name that will be given to the video that is
generated for YouTube from your Hangout – you can change the video name when in
YouTube.

45. Google+ Hangout Video
• Invite people: Knowing how the invite system works is important to ensure you
maintain as much control as possible over who is able to access your Hangout. You
can invite individuals or your circles via Google+ to your Hangout.
• From Google+ or YouTube: Once you click ‘start broadcasting’ your hangout will be
available to watch from your Google+ profile/page and a live stream will also be
available to watch via YouTube
• How can businesses make use of Hangouts?
- Meetings
- Product launches
- Interviews
- Promotional events e.g. with celebrities or industry experts
- Q&A with your Management Team and customers
- Create a podcast based on the Hangout and distribute where appropriate.

46. Cross Pollinate – LinkedIn

47. Cross Pollinate - Twitter
Twitter Video Marketing tips
• Twitter is not a video hosting platform, but it lets users link to posted videos which
then appear as embedded videos, playable within a tweet. Twitter will embed videos
from YouTube, Vimeo, Vine and most professional video platforms.
• Create purposed custom videos for Twitter. One common Twitter mistake is when
companies take a small clip from a longer existing video and incorporate that into a
tweet, which simply doesn't normally work.
• Think small - When videos are embedded in tweets, viewers see them on a tiny 435 x
244px player. Be sure that those tweeted videos are easy to see and understand on a
small scale.
• Real Time Reaction - Tweets that gain the most search traffic are when they’re
centered around real-time news and live events.
• Short duration - Twitter is used for quick updates, therefore tweeted videos should be
30-seconds or less.

48. Short Video Format - Instagram
Introducing the short duration format of video marketing
• Your video can be 3 to 15 seconds long
• Video recorded through your smartphone

49. Even Shorter Format - Vine
Introducing the even shorter duration format of video marketing
• https://vine.co/
• Your video can be 6 seconds long
• Video recorded through your smartphone
• Vine videos loop

50. Alternative to YouTube - Vimeo

51. Screen Recording – Camtasia Pro

52. Follow-up Questions?
After today’s session, you are welcome to tweet questions
to our Vorian Agency Twitter Account @vorianagency
using the hashtag #voriantraining
https://twitter.com/vorianagency

53. Keep Connected
After today’s session, please feel free to connect with me if
you have additional questions:
LinkedIn: http://au.linkedin.com/in/mattlynchseo
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au

54. Please… invite others
We would like to thank you for your attendance
to today’s seminar on YouTube & Video Marketing.
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our eight key business areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.