Mark 4450 - social media marketing strategy: youtube, vimeo, vine and linkedIn
LinkedIn Page Strategy
•Attract followers and leverage status updates •Write company and product or service descriptions with SEO in mind •Add a link to the landing page or embed a video. **Use all LinkedIn features and functionality to tell your company story, improve search rankings and build audience
•B:B Social Platform •Personal Networking Platform
Tik tok recent news
•Considered a security threat because of the popularity with armed forces and ability to convey location, image and biometric data. •ByteDance is by law, unable to refuse to turn the data over to the Chinese Government. •In 2018, ByteDance's founder and CEO Zhang Yiming issued a letter stating that his company would "further deepen cooperation" with Communist Party of China authorities to promote their policies. •In December 2019, the Navy and Army banned TikTok from all government-issued devices; Australian Defense Force also banned TikTok on devices as well. •In February 2019, the FTC fined ByteDance $5.7million for collecting information on children under the age of 13 (COPPA Laws) •Now there is a kids only mode where it blocks uploading of videos, building of profiles, DM and commenting - kids can still see content
Mars and Wrigley team up with Bumble for Valentines day
•Consumers planned to spend roughly $196 on Valentine's Day this year, an increase of 21% over 2019 •More than half (52%) of US internet users said they plan to purchase sweets for Valentine's Day, ranking above flowers, an evening out or jewelry.
Youtube: Calls to Action
CTAs should be minimal and simple. Too many prompts can cause confusion. The goal is to make it as easy as possible for viewers to perform an action. -Subscribe to the channel -More videos every week -Watch another video -View a playlist -Continue to the next episode ***It is against Ts&Cs of YouTube to incentivize clicks on video or features (give-aways or prizes) ***Asking viewers to Like, Favorite or Share helps content appear more places across the site
Youtube: regular schedule
1) 'Feed' your channel's feed! •Upload videos •Like, favorite, comment •Manage playlists 2) The same ideas that drive television viewership are applicable to the web. •Regular release schedules •Programming, •Timely publishing ***However, it's important to 'react' to trending topics with relevant content when it makes sense for your audience.
LinkedIn Ads
1) 4 of 5 linkedin members drive business decisions 2) 2x the buying power of the average web audiences 3) #1 Platform for B2B lead generation, rated by marketers
youtube founders
1) Chad Hurley 2) Steve Chen 3) Jawed Karim
Metadata and Thumbnails Across the Site & Devices
1) Channel Page' Placements •Playlists show in the right column and on the videos tab. •'Featured Tab' thumbnails are much larger than elsewhere on site 2) The Guide, Feed & Subscriptions •Channel avatar is prominent, video thumbnail, playlist thumbnails, title, and limited first line(s) of description in feed. 3) Search Format •Thumbnail, first 60 characters of title, and ~140 characters from first lines of description. 4) Mobile •Primarily thumbnail-driven. Short title.
LinkedIn for Small Business
1) Grow your community of followers •Engage employees •Convert current customers to followers •Participate in Groups 2) Create your content stream •Demonstrate value •Post frequently •Mix content formats •Encourage followers to engage •Dive into comments
TikTok
1) Is owned by a Beijing company called ByteDance 2) Launched in 2017 for markets outside of China •150 markets and 75 languages 3) Inside of China there is a separate app called Douyin Engagement: • Users spend 52 minutes per day on the app and open it at least 8 times •Has received criticism because they don't pay royalties to the artist for use of their music
LinkedIn founders
1) Reid Hoffman 2) Alan Blue 3) Konstantin Guericke
3 steps to get started on LinkedIn : Ads
1) create your campaign manager account 2) determine your objective 3) launch your campaign
YouTube Playbook
1) programming 2) optimization
Optimization
Ensure your videos reach the widest possible audience •Metadata •Thumbnail Optimization •Annotations •Channel Optimization •Reaching All Audiences •YouTube Analytics
Channel Experience
Just as you produce videos that you hope will retain viewers' interest for the duration, you will also want to create an experience that drives viewers' completion of a video to their watching more content from your channel. •In-Video programming can be set to appear for the entire video, at the end of the video, or at specific time codes. You can also set the duration for how long the image will appear in the video ***Track viewership and other metrics affected by these new features. Make sure your timing and placements are not negatively affecting watch-time, retention, viewership, or other important metrics.
Metadata
Metadata is the information that surrounds your video: Title, Tags, and Description •YouTube is the world's 2nd largest search engine •Metadata informs the YouTube algorithm of a video's content, indexing it for search, promotion, related videos, and ad-serving. •Provides viewers context for a video before, during, and after they watch. •Use keyword-generating tools to help you find relevant and compelling keywords for your metadata.
Tent Pole Programming
Tent-pole events are the cultural events that promotion, sponsors/advertisers, and viewing trends orbit around throughout the year. •Discovery channel has Shark Week every year •Scary movies get released near Halloween •Talk shows have relationship experts on the week before Valentine's Day **Release tent-pole related content at least several days prior to the event. The weeks leading up to an event, 'the pre-buzz,' is just as important as the date of the actual event, maybe even more important.
Thumbnail Optimization
Thumbnails, along with your video title, act as mini marketing posters for your content •Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio) •Bright, high-contrast •Close-ups of faces •Visually compelling imagery •Well-framed, good composition •Foreground stands out from background •Looks great at both small and large sizes. •Accurately represents the content.
LinkedIn for Big Business
Today over 370,000 members
Channel Optimization
When setting up and optimizing your channel page, you should be thinking about visual branding, channel metadata, and channel organization. Templates, Modules, and Layout •Each channel template highlights different types of content. •Overview - highlights sets of content with shelves. Shelves are used to help you organize content - by "Popular Uploads," "Recent Uploads," or "Likes" - on your channel. •Blogger - focuses on recent uploads or a featured playlist. This is best for creators who upload one type of serial content or want viewers to find most recent content first. •Choose the right template for your channel to create the best experience for your content and schedule.
YouTube Analytics
YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming. Find the 'Story' Behind Peaks and Changes 1) Viewership - Identify and analyze your most viewed days, weeks, and individual videos to understand why they were so successful. 2) Subscribers - Examine the dates or videos where there was a high gain or loss of subscribers to learn more about what resonates with your audience. 3) Watch-time or Time Watched - Provides viewer watch-time on your channel and on a per video level. 4) Traffic Sources - Understand how viewers discover your content at a channel and per-video level. 5) Annotations Report - Assess the click-through-rate (CTR) at the channel-level to understand the overall effectiveness of your strategy. 6) Demographics and Geographics - Optimize for international audiences by identifying the countries where your content is popular. ***youtube is owned by google - tons of analytics
Youtube vs Vimeo
Youtube: 1) YouTube has the most content and the most viewers of any video host on the Web. •100 hours of video are uploaded to YouTube every minute •Over 6 billion hours of video are watched every month. •YouTube has an 800 million-person per month audience •70% of YouTube traffic comes from outside the US 2) YouTube is 100% free to use, with unlimited uploads and full customization •YouTube limits all videos at 15 minutes (unless you get special permission) •YouTube loses aesthetic appeal with a cluttered interface and high number of advertisements Vimeo •Vimeo currently has only 60 million visitors per month. •Vimeo has a much cleaner aesthetic appeal •The user experience of Vimeo is at a complete different level from YouTube—everything is organized, easily searched, and it all feels like an artistic portfolio. •The quality of video productions on Vimeo tends to be higher •There is no limit on the length of videos being uploaded. •Removed is all the commercial, gaming, and non-user-generated content. •Vimeo is better for reaching a B:B audience •Unlike YouTube, Vimeo is not free
youtube facts
•Early PayPal employees founded YouTube •Beta was May 2005, six months before the official launch in November 2005. The site grew rapidly, and in July 2006 the company announced that more than 65,000 new videos were being uploaded every day, and that the site was receiving 100 million video views per day •In October 2006 (11 months after public launch of the site) Google bought YouTube for $1.65 Billion (with a B).
Youtube: captivate the audience
•Viewers decide whether they are going to keep watching your video within the first few seconds. •The video's content - "What am I watching?" - should be made perfectly clear in the first few moments to give viewers a reason to stick around. •The right length for a video on YouTube is exactly as long as the content remains compelling to its audience. •Having a beginning, middle, and end is fundamental to video structure.
TikTok Financials
•Worth $75 Billion •Huge earnings growth •Revenue of $177 million in 2019 •Doubled earnings between Q3 and Q4 •#2 app downloaded on both Apple App Store and Google Play last year •Companies have been known to pay $200 to $20,000 per branded video promoted by influencers, depending on the individual's level of influence. •Also Ads = In Feed Ads, Hashtag Ads, Takeovers
Youtube: playlists
•You can create playlists using your own content, other channels' videos, or a combination of both. •Playlists should be an essential part of your channel strategy to increase watch-time and develop a programmed experience •Featured on your channel •Linked-to via annotations •Appear in search results and suggested videos. ***For videos added to playlists, you can create 'in & out points' to allow a more seamless viewing experience. For example, use these to skip lengthy intros, credits, or annotated end-cards in a video. Use the playlist 'start and end time' feature under 'edit playlist.'
youtube financials
•YouTube brought in 15B in revenue last year 9% of Google's total •Sells more ads than ABC/NBC/FOX combined •Alphabet - Google's parent company Worth over $1 Trillion and 83% of the revenue from Alphabet is Ads •5 seconds of ads then Skip - Google still gets paid