YouTube101: Video for Startups and Small Business

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Information about YouTube101: Video for Startups and Small Business
Business & Mgmt

Published on October 24, 2008

Author: pamstrayer

Source: slideshare.net

Description

Presented at BizTechDay Multimedia 101 workshop. A few of the slides featured images from Jeopardy which have been omitted from this version of the ppt. due to copyright issues.

Multimedia 101 [aka "YouTube101”] Pam Strayer www.pamstrayer.com Copyright, 2008, Pam Strayer

Pam Strayer

www.pamstrayer.com

Presentation Overview Multimedia: Audio, Video, Social Media Strategy: Plan, Tools, Go! Blog: www.YouTube101.tv Find the presentation online Links and lots of the demo videos Copyright, 2008, Pam Strayer

Multimedia: Audio, Video, Social Media

Strategy: Plan, Tools, Go!

Blog: www.YouTube101.tv

Find the presentation online

Links and lots of the demo videos

Are You Ready to Play? Copyright, 2008, Pam Strayer

And the answer is… “ 13 hours every minute…” Copyright, 2008, Pam Strayer

“ 13 hours every minute…”

The question is... How much video are people uploading to YouTube? Copyright, 2008, Pam Strayer

How much video are people uploading to YouTube?

To You Tube and Beyond Copyright, 2008, Pam Strayer

CNN versus YouTube

Business and Video Video = lingua franca of business communication Mainstream business news WSJ NYT Copyright, 2008, Pam Strayer

Video = lingua franca of business communication

Mainstream business news

WSJ

NYT

Influence, Influence, Influence Rejected for TV Copyright, 2008, Pam Strayer Cannes Winner

Rejected for TV

Cannes Winner

Why use video? It’s the most powerful on-demand communication platform ever created (OPA study) It can be viral It’s high impact Get ready: it will also scale well in a mobile phone world Copyright, 2008, Pam Strayer

It’s the most powerful on-demand communication platform ever created (OPA study)

It can be viral

It’s high impact

Get ready: it will also scale well in a mobile phone world

Adoption Rates Vary Startups Small Business Corporate America Copyright, 2008, Pam Strayer

Startups

Small Business

Corporate America

“ White paper, webinar or web video?” Copyright, 2008, Pam Strayer

Startups: Web Video Rules Copyright, 2008, Pam Strayer

Small Businesses: Smart Ones Copyright, 2008, Pam Strayer VIDEO

Lumbering Beasts Big Business obstacles Still think video is expensive Culture of not communicating in video Bandwidth, IT deployment Security versus ASP model Lack of teenagers These are all pluses for startups and small businesses Copyright, 2008, Pam Strayer

Big Business obstacles

Still think video is expensive

Culture of not communicating in video

Bandwidth, IT deployment

Security versus ASP model

Lack of teenagers

These are all pluses for startups and small businesses

Front Runners Cisco Copyright, 2008, Pam Strayer

Cisco

Front Runners Google Apps/Business Video (Private Label YouTube, ASP model) Copyright, 2008, Pam Strayer

Google Apps/Business Video (Private Label YouTube, ASP model)

Strategy Your Site Online Marketing Copyright, 2008, Pam Strayer

Your Site

Online Marketing

Advantage: New, Nimble Web video more widely and more effectively by newest players Master these tools and... You Have the Advantage Copyright, 2008, Pam Strayer

Web video more widely and more effectively by newest players

Master these tools and...

You Have the Advantage

So Many Uses, So Little Time For Small Businesses External Marketing Brand Enhancement Support Internal Training and Support New Employee Orientation Internal Communications and Campaigns Copyright, 2008, Pam Strayer

For Small Businesses

External

Marketing

Brand Enhancement

Support

Internal

Training and Support

New Employee Orientation Internal

Communications and Campaigns

Today’s Focus For Small Businesses External Marketing Brand Enhancement Support Internal Training and Support New Employee Orientation Internal Communications and Campaigns Copyright, 2008, Pam Strayer

For Small Businesses

External

Marketing

Brand Enhancement

Support

Internal

Training and Support

New Employee Orientation Internal

Communications and Campaigns

The Basics Your Site Home page: welcome, overview Deeper pages: detailed product descriptions Customer success stories Podcasts (optional) Copyright, 2008, Pam Strayer

Your Site

Home page: welcome, overview

Deeper pages: detailed product descriptions

Customer success stories

Podcasts (optional)

Marketing Videos Introduce yourself and your product/ service Blendtec, Mentos/Diet Coke Product overviews and tours Attract and entertain customers Profiles of your finished projects or service Success stories from your customers ***** Copyright, 2008, Pam Strayer

Introduce yourself and your product/ service

Blendtec, Mentos/Diet Coke

Product overviews and tours

Attract and entertain customers

Profiles of your finished projects or service

Success stories from your customers *****

Weekly Videos Ongoing email campaigns Weekly videos included Copyright, 2008, Pam Strayer

Ongoing email campaigns

Weekly videos included

360 Marketing Video is not the only platform Define role of video in your plan Copyright, 2008, Pam Strayer

Video is not the only platform

Define role of video in your plan

Create a Plan and Grow It Different businesses, different stages, different needs Early stage startup Startups Small businesses Copyright, 2008, Pam Strayer

Different businesses, different stages, different needs

Early stage startup

Startups

Small businesses

Early Stage Startup Target Audience: Angels and Investors What is your product Who is the team Business model and business plan Market opportunity Demo of your product Competitive analysis Current investors’ stories Copyright, 2008, Pam Strayer

Target Audience: Angels and Investors

What is your product

Who is the team

Business model and business plan

Market opportunity

Demo of your product

Competitive analysis

Current investors’ stories

Alpha/Beta Startup Target Audience: Investors, Internal Team, Early Adopters Product Demo Recruit new employees [Outsourcing?] Collaborating with global team members and archiving knowledge for future team members (video trail) Buzz video for Techcrunchies of the world Copyright, 2008, Pam Strayer

Target Audience: Investors, Internal Team, Early Adopters

Product Demo

Recruit new employees

[Outsourcing?] Collaborating with global team members and archiving knowledge for future team members (video trail)

Buzz video for Techcrunchies of the world

Small Business Strategy Video on Your Site Home Page Demos Success Stories Social Media Video Getting Traffic to Your Site Video Ads Social Media Video Copyright, 2008, Pam Strayer

Video on Your Site

Home Page

Demos

Success Stories

Social Media Video

Getting Traffic to Your Site

Video Ads

Social Media Video

The Plan Put time into your plans Phase 1, 2, 3, etc. Now, how to prioritize, execute? Copyright, 2008, Pam Strayer

Put time into your plans

Phase 1, 2, 3, etc.

Now, how to prioritize, execute?

Make vs. Buy? Make: Pros “Free” Fewer limits to quantity Embeddable Cons Production values Your time better spent on the biz Copyright, 2008, Pam Strayer Buy: Pros Production values Gets it done Low-cost Cons $800-$1,600 for basic package One time only

Make:

Pros

“Free”

Fewer limits to quantity

Embeddable

Cons

Production values

Your time better spent on the biz

Buy:

Pros

Production values

Gets it done

Low-cost

Cons

$800-$1,600 for basic package

One time only

Making Choices Spectrum, blended model Make your own for certain audiences Buy when you need professional polish Copyright, 2008, Pam Strayer

Spectrum, blended model

Make your own for certain audiences

Buy when you need professional polish

Do It Yourself: Scalable Range of skills and tools Simple Flip camcorder, YouTube Pure Digital Audio only, archivable iTunes, Freeconferencecall Copyright, 2008, Pam Strayer

Range of skills and tools

Simple

Flip camcorder, YouTube

Pure Digital

Audio only, archivable

iTunes, Freeconferencecall

Do It Yourself: Scalable More simple tools Webcasts with video, archivable DimDim (free) Live group video webcast OpenACircle (free) Video Collaboration Tools Shwup, Market7 Slideshows -> video Animoto Copyright, 2008, Pam Strayer

More simple tools

Webcasts with video, archivable

DimDim (free)

Live group video webcast

OpenACircle (free)

Video Collaboration Tools

Shwup, Market7

Slideshows -> video

Animoto

The Flip $100-170 Fits in your pocket 30-60 minutes Upload easily Simplest camera ever Largest selling camcorder on Amazon.com Copyright, 2008, Pam Strayer

$100-170

Fits in your pocket

30-60 minutes

Upload easily

Simplest camera ever

Largest selling camcorder on Amazon.com

Audio iTunes $20 mike Stick it in your computer Self conscious? Get a friend to be your host, interviewer, co-conspirator Copyright, 2008, Pam Strayer

iTunes

$20 mike

Stick it in your computer

Self conscious? Get a friend to be your host, interviewer, co-conspirator

Audio Only, Archivable Copyright, 2008, Pam Strayer

Free Video Webinars http://en.wikipedia.org/wiki/Comparison_of_web_conferencing_software Copyright, 2008, Pam Strayer

http://en.wikipedia.org/wiki/Comparison_of_web_conferencing_software

DimDim Open source Free No download Audio, video Archivable Copyright, 2008, Pam Strayer

Open source

Free

No download

Audio, video

Archivable

OpenACircle: Live Video Collab Copyright, 2008, Pam Strayer

Great New Video Collaboration Tools Consumer Shwup.com Pool, edit videos together from different sources Prosumer Market7.com Streamlined 2.0 communications to collaborate over time and distance Copyright, 2008, Pam Strayer

Consumer

Shwup.com

Pool, edit videos together from different sources

Prosumer

Market7.com

Streamlined 2.0 communications to collaborate over time and distance

“Slideshow” Tools Animoto The Ultimate-Eye-Candy-Maker Web video or DVD quality Consumer $3 a video Business $99 unlimited 3 months, $295 unlimited annual Stock footage never looked this good Copyright, 2008, Pam Strayer

Animoto

The Ultimate-Eye-Candy-Maker

Web video or DVD quality

Consumer $3 a video

Business $99 unlimited 3 months, $295 unlimited annual

Stock footage never looked this good

Animoto Examples Viral video, email marketing Barker Lounge Copyright, 2008, Pam Strayer Social Media: Bloggable Techcrunch

Viral video, email marketing

Barker Lounge

Social Media: Bloggable

Techcrunch

Animoto Virality 2 million people joined when it caught on on Facebook The biggest chunk came in the first three days Copyright, 2008, Pam Strayer

2 million people joined when it caught on on Facebook

The biggest chunk came in the first three days

Other No $ Options Get someone else to interview you Edith interviewed on Comcast Newsworthy? TV news segment Pros: Free, professional Cons: You don’t control the content Copyright, 2008, Pam Strayer

Get someone else to interview you

Edith interviewed on Comcast

Newsworthy? TV news segment

Pros: Free, professional

Cons: You don’t control the content

Buy: Scalable Production Values PBS: $10,000/minute Straight interview: $1,000/minute New online video production services: $800-1,600 packages (30-120 second spots) Canned video ads Slideshow ads as low as $3 each (Animoto) Copyright, 2008, Pam Strayer

Production Values

PBS: $10,000/minute

Straight interview: $1,000/minute

New online video production services: $800-1,600 packages (30-120 second spots)

Canned video ads

Slideshow ads as low as $3 each (Animoto)

Old Way: Crew, Travel $20,000+ for a four person crew to fly to your client’s Travel costs Big gear Lots of edit decisions Copyright, 2008, Pam Strayer

$20,000+ for a four person crew to fly to your client’s

Travel costs

Big gear

Lots of edit decisions

New Way: Local, One Person? Jivox Video stock Make your own TV/online ad Sagas $800-1,600+ packages Turnhere $1,000+ packages Copyright, 2008, Pam Strayer

Jivox

Video stock

Make your own TV/online ad

Sagas

$800-1,600+ packages

Turnhere

$1,000+ packages

Other Video Sources Elance.com & Craigslist Local TV school (find on current.tv how to be a producer section) Any high school teenager, many offspring Copyright, 2008, Pam Strayer

Elance.com & Craigslist

Local TV school (find on current.tv how to be a producer section)

Any high school teenager, many offspring

Distribution Put it out there on your site Post on YouTube, Google Video Fill out your metadata! AdWords - link to a video landing page Copyright, 2008, Pam Strayer

Put it out there on your site

Post on YouTube, Google Video

Fill out your metadata!

AdWords - link to a video landing page

Media Buying Packages often couple production costs with a media buy for a very good deal Online directory TV Your own media buy might be more effective Google, Google, and Google Do your own analysis of various options Copyright, 2008, Pam Strayer

Packages often couple production costs with a media buy for a very good deal

Online directory

TV

Your own media buy might be more effective

Google, Google, and Google

Do your own analysis of various options

YellowPages.com Bundles production and ad buy 10 sites: yahoo, aol, yellowpages.com + 2 options (12 month minimum) Professional Video: $209/month $2,508/year Self Submit Video: $135/month $1,620/year Copyright, 2008, Pam Strayer

Bundles production and ad buy

10 sites: yahoo, aol, yellowpages.com +

2 options (12 month minimum)

Professional Video: $209/month

$2,508/year

Self Submit Video: $135/month

$1,620/year

Success Stories Jivox Client: A small bed and breakfast Got: Make it yourself video ad plus partner media buy Launched: Locally targeted (3 states) TV and online newspaper ads on Wed. and Thurs. Tripled traffic immediately; 100% occup. Download Aug. 8, 2008 Wall Street Journal story (.pdf) on the Jivox web site Copyright, 2008, Pam Strayer

Jivox

Client: A small bed and breakfast

Got: Make it yourself video ad plus partner media buy

Launched: Locally targeted (3 states) TV and online newspaper ads on Wed. and Thurs.

Tripled traffic immediately; 100% occup.

Download Aug. 8, 2008 Wall Street Journal story (.pdf) on the Jivox web site

Wrapping Up Strategy and Plan Tools and Execution Distribution and Media Buy = Traffic, customers and $$$ Copyright, 2008, Pam Strayer

Strategy and Plan

Tools and Execution

Distribution and Media Buy

= Traffic, customers and $$$

Final Jeopardy Answer “1992” Copyright, 2008, Pam Strayer

“1992”

The Question When was the first video played on a computer? Copyright, 2008, Pam Strayer

When was the first video played on a computer?

The Future’s So Bright Have fun Play with it Enjoy Copyright, 2008, Pam Strayer

Have fun

Play with it

Enjoy

Questions More info: www.youtube101.tv Sign up for emails there I offer classes and workshops Consulting and production services Copyright, 2008, Pam Strayer

More info:

www.youtube101.tv

Sign up for emails there

I offer classes and workshops

Consulting and production services

The Saturdays Series ($295) 3 Daylong Classes, 1 Webinar, Book Digital Presence for Small Business Site: Web, Social Media, Blogs, Audio and Video Plan Advertising: Social Media, Online Ad Campaigns Do It Yourself Video Production Simple web videos and great online tools Outsource It! Free or Cheap Video Productions Don’t do it yourself ($0 to $1,600ish) Copyright, 2008, Pam Strayer

3 Daylong Classes, 1 Webinar, Book

Digital Presence for Small Business

Site: Web, Social Media, Blogs, Audio and Video Plan

Advertising: Social Media, Online Ad Campaigns

Do It Yourself Video Production

Simple web videos and great online tools

Outsource It! Free or Cheap Video Productions

Don’t do it yourself ($0 to $1,600ish)

Services Video Coach Personal trainer style, i.e.1-2 hours/week (phone or online webinar meeting, or in person in Oakland) Packages: 10 hours, $1,000; 20 hours, $1,800 Conference 10% off special: 10 hours, $900; 20 hours, $1,600 Also coach on blogs & audio & social media Consulting Strategy and plan Collaborate, co-produce, co-create Outsource to lowest cost vendors internationally Hourly or project rate Copyright, 2008, Pam Strayer

Video Coach

Personal trainer style, i.e.1-2 hours/week (phone or online webinar meeting, or in person in Oakland)

Packages: 10 hours, $1,000; 20 hours, $1,800

Conference 10% off special: 10 hours, $900; 20 hours, $1,600

Also coach on blogs & audio & social media

Consulting

Strategy and plan

Collaborate, co-produce, co-create

Outsource to lowest cost vendors internationally

Hourly or project rate

Contact Information Pam Strayer www.pamstrayer.com www.youtube101.tv [email_address] 510.213.9525 Copyright, 2008, Pam Strayer

Pam Strayer

www.pamstrayer.com

www.youtube101.tv

[email_address]

510.213.9525

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