Professional Documents
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YouTube 101
©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
TABLE OF CONTENTS
What Is YouTube?....................................................................................................................................................................................3
What Can You Do With It?....................................................................................................................................................................4
How Do I Get Started?...........................................................................................................................................................................8
What Does All This YouTube Jargon Mean?..................................................................................................................................11
What Makes a Successful Viral Video Campaign?..................................................................................................................... 14
Challenges and Solutions With YouTube........................................................................................................................................ 15
What is YouTube?
YouTube is a video sharing website on which users can upload and share videos.
Unregistered users can watch the videos, while registered users are permitted to upload an unlimited
number of their own videos.
Businesses can utilize YouTube as a social networking tool and even build their brand through it. Create a
company channel, post how-to videos of your product or even commercials that you’ve produced.
With YouTube, consumers have the opportunity to see beyond your mission statement or the photos on your
website. Let them interact with your business on YouTube.
Respond to crises
How do I get
started?
Creating a channel
If a company is going to issue multiple videos,
developing a channel is the best way to go. So,
how do you create a channel? Just follow these
few easy steps after creating your own account:
Tag
Tags on a video are located to the right of the
video, on its watch page. It is a field of text
including information about the content of the
video. The owner of the video can only edit this
text. You can enter many different “tags” for
each of your videos. To edit the tags on one of
your videos, click the Account link located at the
top-right of any page. Then click the Uploaded
Videos link. Choose the video you want to edit
and click the small, triangle-shaped button next
to the thumbnail. Click the “Edit” button, and click
the “Video Information” link to edit the tags.
Vlog
Vlogs are most often a video of
someone talking into the camera about
their thoughts on a particular subject
matter. Vlogs are generally a frequent
posting of videos that are personal in
nature keeping with the idea of a “log”
or diary.
What makes a
successful viral video
campaign?
A viral video campaign is exactly what a business should strive to create while
building their YouTube outlet. This campaign should feature videos of their own creation
and can be demonstration, how-to, commercial, testimonial, or something related to the brand and
product. Experts say that there are three important factors in creating a sense of discovery in a viral
video campaign, which include great content, a growing fanbase and search engine optimization.
Keep these in mind when building your YouTube brand identity.
Check out Julia Angwin’s article entitled, “Recipe for a Successful Viral Video Campaign” at:
http://online.wsj.com/article/SB123481783053894227.html
Challenges and
solutions with YouTube?
Challenges
• Consumers can (and will) mock and degrade a brand if they feel like it. The old adage that all PR is
good PR is not necessarily true when it comes to social media.
• Mash-ups can show a product in a negative or bizarre light. A mash-up combines products inappropriately
like Diet Coke + Mentos to show the unbelievable after effects. This may not be the best statement for PR.
• Employees posting company-related videos or just acting as representative of the company may not
always portray the ideal image.
Challenges and
solutions with YouTube?
Solutions
LISTEN. Whether your company is actively involved in the social media space or not, you have to
listen for your company’s name, your product’s name, even your CEO’s name.
Use tools like Google Alerts to keep your ear to the ground, and know when there is a mention of
your name.
Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.
YouTube 101
©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.