YouTube and Video Marketing (eBook)

Greg Jarboe is a YouTube guru and video marketing expert. He is President and cofounder of SEO-PR, an Internet marketing company that has produced award-winning results for such clients as the Christian Science Monitor, eHarlequin, MarketingSherpa, Parents magazine, SES Conference & Expo, Southwest Airlines, and the Rutgers Center for Management Development. Greg is a frequent speaker at industry trade shows and is a regular contributor to Search Engine Watch. He teaches courses in several mini-MBA programs at Rutgers and is also a member of the Market Motive faculty. Greg was a contributor to Guy Kawasaki's recent book, Enchantment: The Art of Changing Hearts, Minds, and Actions, and was profiled in Michael Miller's Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus.

Foreword xv

Introduction xvii

Chapter 1 A Short History of YouTube 1

Life before YouTube 2

2005-2006: Early Days 3

2007-2008: Middle Years 10

2009-2010: Coming of Age 20

Chapter 2 Map Out Your Video Marketing Strategy 27

Four Ps vs. Five Ws and an H 28

What Types of Video Content Do They Watch? 42

Where and When Do They Discover New Videos? 47

When and Where Do They Share New Videos? 49

Why Don't More New Videos Go Viral? 52

How Do YouTube and Video Marketing Work? 57

Chapter 3 Month 1: Make Videos Worth Watching 63

Happy Tree #3,079 64

Week 1: Get Ready to Shoot 65

Week 2: Learn Video Production Basics 74

Week 3: Get Advanced Video Production Tips 83

Week 4: Evaluate Video Advertising Options 91

Chapter 4 Month 2: Create Content Worth Sharing 103

Learn the Lesson of "The Last Lecture" 104

Week 1: Watch YouTube Award Winners 107

Week 2: Explore Popular YouTube Videos 117

Week 3: Examine Contagious Viral Ads 133

Week 4: Observe Top Viral Videos 147

Chapter 5 Month 3: Customize Your YouTube Channel 163

Center vs. Circumference 164

Week 1: Set Up a YouTube Channel 165

Week 2: Become a YouTube Partner 174

Week 3: Create a YouTube Brand Channel 184

Week 4: Stream Live Content on YouTube 196

Chapter 6 Month 4: Explore YouTube Alternatives 203

The Northwest Passage 204

Week 1: Explore Other Video Sites 205

Week 2: Survey Video Hosting Services 213

Week 3: Look at Online Video Platforms 222

Week 4: Investigate Video Ad Networks 232

Chapter 7 Month 5: Optimize Video for YouTube 239

What Is Video Optimization? 240

Week 1: Research Keywords . 241

Week 2: Optimize Video Watch Pages 249

Week 3: Optimize Your Brand Channel 258

Week 4: Optimize Video for the Web 267

Chapter 8 Month 6: Engage the YouTube Community 277

Paul Revere's Ride 278

Week 1: Become a Member of the YouTube Community 281

Week 2: Learn the Secrets of YouTube Success 292

Week 3: Build Buzz Beyond YouTube 301

Week 4: Watch Online Video Case Studies 310

Chapter 9 Month 7: Trust but Verify YouTube Insight
325

The Map Room 326

Week 1: Trust YouTube Insight 328

Week 2: Verify with TubeMogul 338

Week 3: Verify with Google Analytics 348

Week 4: Master Web Analytics 2.0 357

Chapter 10 Study YouTube Success Stories 367

The Story behind the Story 368

Deliver 700 Percent Increase in Sales: Will It Blend? 369

Win the Presidency of the United States: Barack Obama 378

Increase Sales of DVDs 23,000 Percent: Monty Python 393

Generate $2.1 million in Sales: PiperSport Launch 399

Chapter 11 A Quick Look at the Future 409

"It's Never the Same! It's Always Bizarre!" 410

Look at What Has Changed in the Past Year 411

Stay on Top of the Latest Trends 424

Play by the New Rules of YouTube Marketing . 435

"Hit 'em Where They Ain't" 452

Index 457