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YOU TOO CAN BE A YouTube STAR!
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YouTube and You A Quick Guided Tour of YouTube A Little YouTube History Using YouTube for Fun and Profit What I Know Now Just for Fun
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MARKETING YOURSELF THROUGH YouTube
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MARKETING YOUR COMPANY ON YouTube
What Types of Videos Work Best Do YouTube Views Equal Revenues
62 70
CONTENTS
How Can Your Company Use YouTube What I Know Now Just for Fun
77 82 83
CHAPTER
CREATING YouTube VIDEOS
Here s What You re Up Against Preplanning: Research and Goals, Goals and Research Storyboarding and Shooting Your Video What I Know Now Just for Fun
89 101 118 118
CHAPTER
PROMOTING AND DISTRIBUTING YOUR VIDEOS
Simple Promotion and Distribution Steps Advanced Promotion and Distribution Methods What I Know Now Just for Fun
122 135 151 151
CHAPTER
YouTube: YOUR NEW REVENUE STREAM
YouTube s Partner Program Redirecting: Selling Something via Landing Pages Video Advertising Leveraging Your Videos Promotional Sponsorships Check out YouTube s Screening Room YouTube s Competitors Want You Assessing the Effectiveness of Your Videos What I Know Now Just for Fun
156 162 168 175 178 179 180 182 183
CONTENTS
CHAPTER
OTHER VIDEO-SHARING SITES AND THE FUTURE OF YouTube
Broad Coverage Sites Niche Video-Sharing Sites What about Your Own Site A Multiplatform Strategy Search for Tomorrow What Lies Ahead for YouTube What I Know Now Just for Fun
187 197 205 206
207 213 214
INDEX
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ACKNOWLEDGMENTS
Any book requires hundreds of hours of research and then hundreds of hours of writing Although we ve worked on many projects together in our years as writers, we ve never been a team of only two players There are always hundreds of people behind any project, and this one was no different in that respect Where it was different was in how much fun it was to research We ve never laughed so hard while working! We ve also rarely met a group of people who are so optimistic, creative, and energized about what they were doing We re going to do our best to thank them all, but because we know we re bound to miss a few, please accept our apologies before we even begin The Internet is vast, and YouTube is a big neighborhood, but we honestly feel that we leave this project behind with a whole corral of new friends We wish all of you success First, we d like to thank Aaron Zamost, Corporate Communications, YouTube, for his Johnny-on-the-spot help Lynn Tornabene of Google was also there just when we needed her As for the YouTube experts: we ll start with Michael Buckley of the ever-entertaining, and addictive, WhatTheBuck ! Asa Thibodaux, you are truly a kind and funny guy Here s the deal: if we re down to our last $10, and you tell us you re hungry, we re all going to Taco Bell! He s a dad who used YouTube to forge a whole new career against some pretty major odds, and then he was kind enough to share his experience with us To Davide Ricchetti, a guitar-painting artist and a natural wonder, we d like to say grazie mille Thank you, Paul Fitzy Fitzgerald a guy who seems to always be having fun and enjoying life Paula Drum, vice president, Digital Tax Marketing, H&R Block, showed us that even serious tax types are into YouTube David Mullings of Realvibez, you were always there when we had a question, and you may have taught us more than anyone about successful marketing on YouTube Kipkay is one of the
ACKNOWLEDGMENTS
brightest stars in a galaxy of stars, and always willing to help, thanks Kip Anuja Balasubramanian and Hetal Jannu were wonderful, and we only wish we lived close enough to them so we could invite ourselves for dinner Watching their YouTube show, ShowMeTheCurry! made us stop for lunch every single time! Arnel Ricafranca of Fitness VIP showed us we had nothing to fear but his abs TubeMogul s David Burch is one of the true pioneers of this new eld, and Steve Hall of AdRANTs whose blog of the same name (AdRANTs, not Steve) is something your inbox will enjoy every day Jon Hilner of the University of Alberta found fame with Diagnosis Wenckebach and showed that even overworked medical students just want to have fun on YouTube Leah Nelson and Jay Grandin of GiantAntMediacom, made us take a second (and third) look at how we shower (Honestly, guys, where did you hide that camera to learn how we shower ) Marc Black created a video that gave Martha Stewart pause, and Bob Thacker, Senior Vice President of Marketing and Advertising at OfficeMax, blew away any preconceptions we may have had about corporate types The same is true for Michael Parker of Serena Software (Magic really can happen in the IT department once that pocket protector comes out!) Dr Steven Yarinsky, thanks for the advice about gaining exposure in a professional way on YouTube Clearly your advertising needs no facelift Thank you to George Wright of Blendtec, the WillIt Blend guy who quickly saw how to mix up things in the sometimes staid world of advertising Ben Relles of Obama Girl and barelypoliticalcom fame, thanks, although, honestly, you made us wish we were about 20 years younger! We appreciated everything you did so much, that we re still willing to thank you Still more YouTube mavens include Ralph Lagnado and David Abehsera of the Woo Agency, just some of the grownups behind Fred s success Also, thank you to Jamie Dolan, of Sonestaentertainmentcom, Fred s business manager; Ryan Adler of Drumprcom; Maisha Drexler of Acadian Ambulance; Prabhat Kiran; Fred Light; Amer Tadayon of Render Films; JohnScott Dixon of Semanticator; and Patric Douglas, CEO of Shark
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