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YouTube for Business: Online Video Marketing for Any Business

YouTube for Business: Online Video Marketing for Any Business

          
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About the Book

To any businessperson or marketing professional, YouTube’s 20 million viewers are a tempting target. How can you tap into the potential of YouTube to promote your business and sell your products or services? The answers inYouTube for Business show you how to make YouTube part of your online marketing plan–and drive traffic to your company’s website. In this book you’ll learn how to:   • Develop a YouTube marketing strategy • Decide what types of videos to produce • Shoot great-looking YouTube videos–on a budget • Edit and enhance your videos • Create a presence on the YouTube site • Manage a video blog • Generate revenues from your YouTube videos • Produce more effective YouTube videos   Includes profiles of successful businesses • Blendtec • Charles Smith Pottery • Annette Lawrence, ReMax ACR Elite Group, Inc. • Stone Brewing Company • D-Link   Author Michael Miller has written more than 80 how-to books over the past two decades, with more than one million copies in print. His best-selling books include YouTube 4 You, Tricks of the eBay Business Masters, Absolute Beginner’s Guide to Computer Basics, and Googlepedia: The Ultimate Google Resource.   Front cover quote:   “Never thought you could use YouTube for your business? Well, think again! This book gives you a complete overview of why, how, and the technology to get you started.”   – Rhonda Abrams, USAToday small business columnist and author of Successful Marketing: Secrets & Strategie  

Table of Contents:
        Introduction...................................................................................... 1         How This Book Is Organized........................ 2         Conventions Used in This Book.................... 3             Web Pages........................................ 3             Special Elements................................ 3         There’s More Online.................................... 4         Get Ready to YouTube................................ 4    I    Marketing Your Business Online with YouTube.......................................................................... 5   1    How YouTube Can Help You Market Your Business......... 7         A Short History of YouTube.......................... 7             YouTube: The Early Days.................... 8             YouTube Launches–And Gets Acquired 9             YouTube Today................................... 9         Is Video Right for Your Business?................ 9         What Types of Businesses Can Use YouTube?....................... 11         What Kinds of Videos Can You Produce?.... 12             Inform and Sell.................................. 12             Educate and Sell............................... 13             Entertain and Sell.............................. 13         How Can You Use YouTube to Market Your Business?............ 14             YouTube for Brand Awareness............ 14             YouTube for Product Advertising......... 14             YouTube for Retail Promotion............. 15             YouTube for Direct Sales................... 15             YouTube for Product Support.............. 16             YouTube for Product Training.............. 16             YouTube for Employee Communications 17             YouTube for Recruiting....................... 17         The Big Picture......................................... 18   2    Developing Your YouTube Marketing Strategy................... 19         What Is the Purpose of Your YouTube Videos?........................ 19         Who Is Your Customer?............................. 20         What Does Your Customer Want or Need?.. 22         What Are You Promoting?......................... 22         What Is Your Message?............................ 23         How Does YouTube Fit Within Your Overall Marketing Mix?...... 24         How Will You Measure the Results of Your YouTube Videos?... 26         What Type of Video Content Is Best for Your Goals?................ 27             Repurposed Commercials.................. 27             Infomercials...................................... 28             Instructional Videos........................... 30             Product Presentations and Demonstrations..................... 30             Real Estate Walk-Throughs................ 30             Customer Testimonials...................... 31             Company Introductions...................... 31             Expert Presentations......................... 31             Business Video Blogs....................... 31             Executive Speeches.......................... 31             Company Seminars and Presentations 32             User or Employee Submissions.......... 32             Humorous Spots............................... 33         The Big Picture......................................... 33   3    Tips for Producing More Effective YouTube Videos.......... 35         Tips for Creating Better-Looking Videos....... 35             Get the Size Right............................. 36             Shoot for the Smaller Screen.............. 36             Accentuate the Contrast.................... 37             Invest in Quality Equipment................ 37             Shoot Professionally.......................... 38             Use Two Cameras............................. 38             Be Professional–Or Not.................... 39             Don’t Just Recycle Old Videos–Re-Edit Them, Too......... 39             Consider Creating a Slideshow........... 39             Hire a Pro......................................... 39             Break the Rules................................ 40         Tips for Improving Your Video Content......... 40             Be Entertaining................................. 40             Be Informative................................... 40             Go for the Funny............................... 41             Keep It Short.................................... 41             Keep It Simple.................................. 42             Stay Focused................................... 42             Communicate a Clear Message.......... 42             Avoid the Hard Sell............................ 42             Keep It Fresh.................................... 43             Design for Remixing.......................... 43         Tips for Generating Sales........................... 43             Include Your Website’s Address in the Video................... 43             Include Your URL in the Accompanying Text................... 45         Link from Your Profile............................ 45         The Big Picture......................................... 46         Profile: Blendtec.......................................................................... 47         Inside Blendtec......................................... 47         The “Will It Blend?” Campaign.................... 48         Low Costs, Big Results............................. 49         Advice for Other Businesses...................... 49    II    Producing Your YouTube Videos.................... 51   4    Understanding Audio/Video Technology.............................. 53         Understanding Compression....................... 53         Understanding Video Resolution................. 54             Standard Versus High Definition......... 54             YouTube Resolution.......................... 55             Exploiting Lower Resolution............... 55             High-Quality Videos........................... 56         Understanding Video File Formats.............. 56             AVI.................................................. 57             DivX................................................. 58             DV................................................... 58             Flash Video...................................... 58             H.264............................................... 58             MPEG.............................................. 59             QuickTime Movie............................... 60             RealVideo......................................... 60             Windows Media Video....................... 60             Xvid.................................................. 60         Choosing the Right File Format for YouTube 60         Converting Existing Videos to YouTube Format........................ 61         The Big Picture......................................... 62   5    Shooting Webcam Videos........................................................ 63         Understanding Webcam Video................... 63         When a Webcam Makes Sense................. 65             Creating a Video Blog........................ 66             Reporting from the Road or Special Events...................... 66             Responding to Immediate Issues........ 66             Capturing Customer Testimonials....... 67         Tips for Shooting an Effective Webcam Video 67             Make It Immediate............................. 67             Keep It Simple.................................. 67             Watch the Lighting............................ 68             Minimize the Background Noise......... 68         Uploading Webcam Video to YouTube........ 68             Uploading Webcam Video Files.......... 69             Uploading Live Webcam Video........... 69         The Big Picture......................................... 71   6    Shooting Semi-Pro Videos....................................................... 73         Understanding Consumer Video Equipment. 73             How Camcorders Work...................... 74             Examining Camcorder Formats.......... 75             Choosing a Camcorder...................... 76             Prosumer and High Definition Camcorders....................... 78             Selecting Essential Accessories........ 79             Building a Computer for Video Editing. 82         When a Semi-Pro Video Makes Sense....... 83             Video Blogs...................................... 83             Executive Messages......................... 84             Product Demonstrations.................... 84             On-the-Scene Reports....................... 85         Shooting a Semi-Pro Video........................ 85             Shooting in the Office........................ 85             Shooting Outside the Office................ 86         Transferring Videos to Your PC for Editing... 87             Transferring from a Digital Camcorder.. 87             Transferring from an Analog Camcorder 88         Tips for Shooting an Effective Semi-Pro Video 88             Shoot Digitally.................................. 89             Keep the Proper Resolution in Mind.... 89             Use a Tripod..................................... 89             Lighting Matters................................ 90             Use an External Microphone.............. 91             Watch the Background...................... 91             A Little Movement Is Good….............. 92             …But Too Much Movement Is Bad...... 93             Shoot from Different Angles................ 93             Close-Ups Are Good.......................... 94             Don’t Center the Subject.................... 94             Shoot to Edit.................................... 96             Use a Teleprompter........................... 96             Dress Appropriately........................... 97         The Big Picture......................................... 99   7    Shooting Professional Videos............................................... 101         Why Create a Professional Video for YouTube?...................... 101             Advantages of Professional Videos.... 102             Disadvantages of Professional Videos 102         What Makes a Professional Video Professional...................... 103             Shooting in the Studio...................... 103             Shooting in the Field........................ 105         Preparing for a Professional Video Shoot... 106             Make Friends with Makeup............... 106             Learn Your Shooting Angles............. 107             Wait for the Lighting......................... 107             Prepare for Multiple Takes................ 108         The Big Picture....................................... 108   8    Editing and Enhancing Your Videos................................... 109         Choosing a Video-Editing Program............ 109             Tier One: Free Programs.................. 110             Tier Two: Inexpensive Programs........ 112             Tier Three: Mid-Range Programs....... 117             Tier Four: High-End Programs........... 120         Using a Video-Editing Program................. 122             Editing Together Different Shots........ 123             Inserting Transitions Between Scenes 124             Inserting Titles and Credits............... 125             Creating Other Onscreen Graphics.... 126             Adding Background Music................ 126             Getting Creative with Other Special Effects.................... 127             Converting and Saving Video Files..... 128         The Big Picture....................................... 128         Profile: Charles Smith Pottery.............................................. 129         About Charles Smith and His Pottery........ 129         Selling Pottery via YouTube...................... 130         Making Educational Videos...................... 131         Advice for Other Businesses..................... 132   III    Managing Your YouTube Videos.................... 133   9    Uploading Your Videos to YouTube.................................... 135         Uploading Videos from Your Computer...... 135             Starting the Upload Process............. 135             Entering Information About Your Video 136             Selecting the Video to Upload........... 139             Uploading the Video......................... 139         Editing Video Information.......................... 141         Removing a Video from YouTube............... 142         The Big Picture....................................... 143 10    Creating a YouTube Presence.............................................. 145         Working with Channels............................ 145             Viewing a Channel Profile................. 145             Personalizing Your YouTube Channel 147             Managing Your Channel’s Video Log. 151         YouTube Channel Marketing..................... 151         Working with Groups............................... 152             Joining an Existing Group................. 152             Creating a New Group...................... 154         Working with Friends and Contacts........... 156             Adding a Friend to Your List............. 157             Sending Messages to Your Friends... 158             Reading Messages from Other Users 159         Dealing with Viewers and Viewer Comments 160             Enabling Comments, Video Responses, Ratings, Embedding, and Syndication           160             Approving Comments and Video Responses.................. 163         Dealing with Negative Comments.............. 165             Removing Viewer Comments and Responses................. 166             Blocking Members from Leaving Comments................... 166             Unsubscribing Users from Your Channel 167             Responding to Negative Comments... 167         The Big Picture....................................... 168 11    Incorporating YouTube Videos on Your Own Website.. 169         Adding YouTube Video Links to a Web Page 169             Linking to an Individual Video............ 169             Linking to Your YouTube Channel–Or List of Videos...... 170         Embedding YouTube Videos in a Web Page 170             Embedding a Basic Video................ 171             Customizing the Embedded Video Player...................... 172             Embedding a Video List in Your Web Page.................... 174         The Big Picture....................................... 175         Profile: Annette Lawrence, ReMax ACR Elite Group, Inc. 176         Welcome to Annette’s World.................... 176         Promoting Real Estate the YouTube Way.. 177         Producing an Effective Real Estate Video.. 178         Promoting the Videos.............................. 180         Advice to Other Businesses..................... 181 IV    Working with YouTube Video Blogs............. 183 12    Managing a Video Blog........................................................... 185         What a Video Blog Is–And Why You Need One.................... 185         Creating and Maintaining a Video Blog...... 186             Creating the Vlog............................. 187             Creating Vlog Posts......................... 188         Adding YouTube Videos to Your Blog or Vlog 190             Configuring YouTube for Your Blog.... 190             Posting a Video to Your Blog............ 191         Managing Your Video Blog....................... 193         The Big Picture....................................... 194 13    Integrating Text Blogs and Video Blogs............................. 195         Communicating with Your Customers Online 195         Your People Are Your Message................ 196         Expanding Your Message Across the Web 197             Syndicate!...................................... 197             Link!............................................... 198             Promote!......................................... 199             Be Social!....................................... 199             Make Your Blog/Vlog Search Friendly 200             Post Your Videos on Multiple Sites... 200         What Makes a Good Video Blog?............. 201         Managing a Multiple-Channel Online Marketing Mix................ 202         Converting Viewers to Paying Customers... 202         The Big Picture....................................... 203         Profile: Stone Brewing Company......................................... 204         Welcome to the World of Stone Brewing Company................. 204         Promoting the Company via a Video Blog.. 205         The Making of a Video Blog...................... 206         Advice to Other Businesses..................... 207   V    Promotion and Monetization.......................... 209 14    Tracking Performance.............................................................. 211         Why Tracking Is Important........................ 211             Fine-Tuning Your Efforts................... 211             Measuring Effectiveness................... 212             Planning Future Activities................. 212         Tracking Basic Viewership....................... 212         Gaining Insight........................................ 214             Insight Views.................................. 215             Insight Popularity............................. 216             Insight Discovery............................. 217         Tracking Effectiveness............................. 218             Tracking Interactivity........................ 218             Tracking Traffic................................ 219             Tracking Direct Sales....................... 220         The Big Picture....................................... 221 15    Promoting Your YouTube Videos......................................... 223         Start with Great Content…....................... 223             Entertain, Inform, or Educate............ 223             Target Your Content......................... 224             Optimize Your Tags......................... 225             Write a Compelling Title................... 225             Pick the Best Thumbnail Image........ 226         Take Advantage of YouTube’s Community Features................ 227             Sharing with Friends........................ 227         Broadcasting Bulletins......................... 228         Use Email Marketing............................... 231         Reach Out to the Blogosphere.................. 231         Post to Other Web Forums...................... 232         Work the Social Networks........................ 232         Run a Contest......................................... 235         Promote Traditionally............................... 235         Upload to Other Video-Sharing Sites......... 236         The Big Picture....................................... 237 16    Generating Revenues from Your YouTube Videos.......... 239         Directly Selling Products and Services...... 239             Create a Video with Value................ 240             Direct Viewers to Your Website........ 240             Close the Sale on Your Website....... 241         Selling Advertising Around Embedded Videos on Your Own Website          242             Embedding Videos on Your Website. 243             Adding Click-Through Advertising...... 243             Using Google AdSense.................... 243         The Big Picture....................................... 245         Profile: D-Link............................................................................. 247         D-Link Meets the Web............................. 247         YouTube as Part of the Online Marketing Mix 248         Impacting Sales...................................... 249         Different Types of Videos.......................... 250         Advice for Other Businesses..................... 251 TOC, 0789737973, 7/23/08


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Product Details
  • ISBN-13: 9780789737977
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Que Corporation,U.S.
  • Depth: 19
  • Height: 153 mm
  • No of Pages: 265
  • Series Title: English
  • Sub Title: Online Video Marketing for Any Business
  • Width: 226 mm
  • ISBN-10: 0789737973
  • Publisher Date: 28 Aug 2008
  • Binding: Paperback
  • Edition: 1
  • Language: English
  • Returnable: Y
  • Spine Width: 18 mm
  • Weight: 388 gr


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