PixTV 23: YouTube for Marketers. From Killer Content to Astonishing Adwords

Pixability TV 23WebinarJuly 25, 2012

YouTube for Marketers. From Killer Content to Astonishing AdWords

Questions?

webinar@pixability.com

Twitter: @pixability #pixtv23

Agenda YouTube for Marketers

YouTube Ads Video SEOSocial Media

Outreach

YouTube ChannelManagement

Analytics

Content Mix

WebsiteEmbedding

Pixability provides

An all-in-one video marketingsolution that helps organizations…

get the

Right VIDEO

in front of the

Right AUDIENCE

to trigger the

Right ACTION

Video Marketing for Dummies: The Book

Available as paperback and ebook

408 pages,$16.32 paperback$14.00 Kindle

YouTube

Biz video on YouTube is skyrocketing

(Source: Pixability Video Radar)

Monthly Videos Published on YouTube by Global Top 100 Brands

05 06 07 08 09 10 110

1000

2000

3000

4000

5000

6000

7000

8000

Num

ber

of

Vid

eos

2007 2008 2009 2010 20112006 2012

Content marketing on the rise: Video is #1Most Preferred Content by US Brand/Agency Marketers

(Source: Outbrain, March 2012)

Videos87%

Articles44%

Slideshows44%

Other22%

67%Blog Posts

Video delivers throughout marketing funnel

AWARENESS

CONSIDERATION

TRANSACTION

SERVICE

Video Marketing ImpactsEvery Stage of Marketing

Funnel

Smoothly IntegratesWith Conversion Practices

Landing Page Optimization

SEM / SEO

Retargeting

Social Media

Display Ads

Customer Portal

Most businesses fail to optimize video

Views per VideoTop 100 Brands on YouTube

Lessthan 1,000

1,000 to10K

10K to100K

100K to 1 Million

Over1 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

Customer Problem: Ineffective Video Marketing

Big brands like Liberty Mutual produce expensive videos no one watchesMost corporations (and agencies) struggle with the management of their YouTube

channel

The Best YouTube Marketers Produce More Videos

Top Quartile Bottom Quartile0

20

40

60

80

100

120

140

160

180

200181

29

Average Number of YouTube Videos per Channel

Source: Pixability Online Video Grader

Content

You’re NOT making Avatar…

X

…but you need to tell a good story.

Find out what your target audience cares about

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

“What is going on in my industry on YouTube?”

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.

• People seek longer content when they are getting serious about buying.

Videos longer than 3 minutes

Channel Management

YouTube Channel Page

Featured VideoFirst thing that most visitors see

“Avatar” and Channel Title

LinksGreat to send people to your website or social media channels

Channel description and channel tagsImportant SEO influence

Featured PlaylistsHelpful guidance for viewers

Customized Pages

Available for YouTube partners and big advertisers

The Importance of Playlists Helps viewers

find related content

Positive for video SEO

Subscribers Good way to

engage loyal viewers.

Don’t overestimate traffic impact for marketing-oriented channels. Often less than 1%.

Video SEO

YouTube is the 2nd largest search engine

Very strong in how-to content

YouTube SEO follows different rules than traditional SEO

Google prioritizes pages with YouTube videos highly in conventional search

Video SEO highly influential for Google SEO Google seems to

prioritize web pages that have videos.

Now automatically recognizes embedded YouTube videos on pages.

Video

Video

Video

Video

Video

YouTube Metadata

TitleMake it crisp. First 5-6 words appear in search results

ThumbnailOnly 3 to choose from. Faces and clearly recognizable things work best.

Description textShould be 100+ words and keyword-rich.

TagsEssential for search and “related videos” traffic

Important Traffic Source: Related Videos

Related VideosSelected by YouTube’s algorithm based mainly on tags

Related VideosSelected by YouTube’s algorithms based mainly on similar tags and user behavior

Influence Factors on YouTube SEO

1. Video title 2. Total number of views the video got3. Recent number of views the video got4. Video tags5. Number of times the video has been embedded

on other sites 6. Number of links from external sites to the video7. Description text8. Video age: Older is better, unless it’s a trending

topic9. Transcript texts10. Number of total views of the video’s YouTube

channel

Search ranking factors in order of importance:

Source: Pixability statistical analysis of YouTube search results

Website Embedding

Should you use a YouTube player on your site?

Pro: Free Very broad

device support Very strong

effect on video SEO

Con: Limited control Somewhat

limited analytics

In a word, yes.

Example: nike.com

Customized Embed CodesThe YouTube player is more flexible than you think.

Social Media Outreach

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 rankingsHigher visibility in “Suggested Videos”

Source: Pixability Caffeine Analytics

YouTube Videos in Facebook

YouTube Videos in Twitter

35

YouTube Videos in Pinterest

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.

YouTube Ads

Ad Strategy

1. Good content + YouTube strategy = views and web traffic

2. Effective seeding drives views and amplifies reach

3. Seeding bad content = bad marketing

4. Targeted landing pages are critical

How it works

1. Select:Choose one or several of your YouTube videos as ads.

2. Place: Put ads where your target audience already is.

3. Call to Action: Users can immediatelywatch your video andclick through to yourwebsite for more information.

Placement Examples: Search

Buy specific keywords that your customers are likely to search for.

Ads appear on top of search results.

Placement Examples: Videos/Channels

Place ads right next to videos that your target audience may watch.

Advantage: Viewers are already in the right mood.

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.

Good targeting boosts click-through rates

Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data

Video Ad Networks0.7%

Video Portals3.5%

Hyper Targeting34%+

Click-Through Rates on Video Ads

Analytics

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

YouTube Analytics

• Good starting point and free.

• Optimized for content producers, not marketers.

• Figuring out the most important facts for marketers is tough.

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.

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.

Now What? Making Analytics Actionable

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

Don’t stop at analysis, but define clear actions

Agenda YouTube for Marketers

YouTube Ads Video SEOSocial Media

Outreach

YouTube ChannelManagement

Analytics

Content Mix

WebsiteEmbedding

Act

ion

Ana

lysi

s

Cloud-based software for marketers and agencies

Video Marketing Platform

Plan Call-to-ActionPublishCreate Promote Ad Target

Video Portfolio Management

Website

Search Optimization

Social mediaIntegration

Hyper-adTargeting

Discover and Benchmark

KeywordsCompetition

AudienceSentiment

Video production

Outsourced management &

branding

AdvancedAnalytics

Integrated webDeep YouTube

Social sentimentRecommendations

Online Video GraderMeasures individual channels

Video RadarMeasures topics, competitors and

sectors

www.pixability.com

888-PIX-VIDEO888-749-8433

andreas@pixability.comtheresa@pixability.com