YouTube and Video Marketing An Hour a Day

by Jarboe, Greg

• ISBN13: 9780470945018
• ISBN10: 047094501X
• Edition: 2nd
• Format: Paperback
• Copyright: 2011-11-01
• Publisher: Sybex

Summary

Fully updated with new information, including the latest changes to YouTube! If you're a marketer, consultant, or small business owner, this is the guide you need to understand video marketing tactics, develop a strategy, implement the campaign, and measure results. You'll find extensive coverage of keyword strategies, tips on optimizing your video, distribution and promotion tactics, YouTube advertising opportunities, and crucial metrics and analysis. Avoid errors, create a dynamite campaign, and break it all down in achievable tasks with this practical, hour-a-day, do-it-yourself guide. Shows you how to successfully develop, implement, and measure a successful video marketing strategy Written in the popular An Hour a Day format, which breaks intimidating topics down to easily approachable tasks Thoroughly updated with the latest YouTube functionality, helpful new case studies, the latest marketing insights, and more Covers optimization strategies, distribution techniques, community promotion tactics, and more Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization Shows you how to optimize video for YouTube and search engine visibility Give your organization a visible, vital, video presence online with YouTube and Video Marketing: An Hour a Day, Second Edition.

Author Biography

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.

Table of Contents

Foreword	p. xv
Introduction	p. xvii
A Short History of YouTube	p. 1
Life before YouTube	p. 2
2005âÇô2006: Early Days	p. 3
2007âÇô2008: Middle Years	p. 10
2009âÇô2010: Coming of Age	p. 20
Map Out Your Video Marketing Strategy	p. 27
Four Ps vs. Five Ws and an H	p. 28
What Types of Video Content Do They Watch?	p. 42
Where and When Do They Discover New Videos?	p. 47
When and Where Do They Share New Videos?	p. 49
Why DonâÇÖt More New Videos Go Viral?	p. 52
How Do YouTube and Video Marketing Work?	p. 57
Month 1: Make Videos Worth Watching	p. 63
Happy Tree #3,079	p. 64
Get Ready to Shoot	p. 65
Learn Video Production Basics	p. 74
Get Advanced Video Production Tips	p. 83
Evaluate Video Advertising Options	p. 91
Month 2: Create Content Worth Sharing	p. 103
Learn the Lesson of "The Last Lecture"	p. 104
Watch YouTube Award Winners	p. 107
Explore Popular YouTube Videos	p. 117
Examine Contagious Viral Ads	p. 133
Observe Top Viral Videos	p. 147
Month 3: Customize Your YouTube Channel	p. 163
Center vs. Circumference	p. 164
Set Up a YouTube Channel	p. 165
Become a YouTube Partner	p. 174
Create a YouTube Brand Channel	p. 184
Stream Live Content on YouTube	p. 196
Month 4: Explore YouTube Alternatives	p. 203
The Northwest Passage	p. 204
Explore Other Video Sites	p. 205
Survey Video Hosting Services	p. 213
Look at Online Video Platforms	p. 222
Investigate Video Ad Networks	p. 232
Month 5: Optimize Video for YouTube	p. 239
What Is Video Optimization?	p. 240
Research Keywords	p. 241
Optimize Video Watch Pages	p. 249
Optimize Your Brand Channel	p. 258
Optimize Video for the Web	p. 267
Month 6: Engage the YouTube Community	p. 277
Paul Revere's Ride	p. 278
Become a Member of the YouTube Community	p. 281
Learn the Secrets of YouTube Success	p. 292
Build Buzz Beyond YouTube	p. 301
Watch Online Video Case Studies	p. 310
Month 7: Trust but Verify YouTube Insight	p. 325
The Map Room	p. 326
Trust YouTube Insight	p. 328
Verify with TubeMogul	p. 338
Verify with Google Analytics	p. 348
Master Web Analytics 2.0	p. 357
Study YouTube Success Stories	p. 367
The Story behind the Story	p. 368
Deliver 700 Percent Increase in Sales: Will It Blend?	p. 369
Win the Presidency of the United States: Barack Obama	p. 378
Increase Sales of DVDs 23,000 Percent: Monty Python	p. 393
Generate $2.1 million in Sales: PiperSport Launch	p. 399
A Quick Look at the Future	p. 409
"It's Never the Same! It's Always Bizarre!"	p. 410
Look at What Has Changed in the Past Year	p. 411
Stay on Top of the Latest Trends	p. 424
Play by the New Rules of YouTube Marketing	p. 435
"Hit 'em Where They Ain't"	p. 452
Index	p. 457
Table of Contents provided by Publisher. All Rights Reserved.