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ebook Ser ies: Volume 10

the promise behind the brand.


YouTube 101

YouTube 101

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©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.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

What can you


Do with it?
YouTube is the eyes and ears of the social
media network. Through video, so much is
possible:

Interact with a product


Cheetos uses their YouTube channel called “The
Orange Underground” to post and showcase the
6,350 videos of submitted videos of people doing
things with Cheetos. They call this collection of videos
“a loose coalition dedicated to Random Acts of
Cheetos, or RAoC for short.” The channel invites users
to interact with the brand by watching the videos or
submitting their own.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

Observe the product in action.

Blendtec is a company that sells blenders with


extreme blending capabilities. Their “Will It
Blend?” series is a major hit among YouTubers
because of the amazing product demonstrations.
There are videos on the Blendtec YouTube channel
that demonstrate their product blending silly putty,
laser pointers and even iPhones. The channel is
an excellent example of YouTube utilization of
product demonstration.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

You can issue a statement.

JetBlue used their YouTube channel to speak to


the masses after winter ice storms delayed JetBlue
flights. They also use their channel for entertainment
purposes, but when it comes to making an
announcement that is audible to the whole world,
JetBlue turns to their YouTube channel.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

Respond to crises

Domino’s Pizza used their YouTube channel


to respond to another YouTube video that
was posted by Dominos employees of them
doing unethical things to Domino’s food. The
heads of the company took action against
their employees after the video was in wide
circulation and then turned to YouTube to
issue a response.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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:

First off, go to your account and under “My


Channel” click the “Channel Info” link. This is
where you can edit all your channel’s basic
settings and the information about yourself that
you choose to make public. A lot of people like to
give their channel a title and description to help
clarify what they’re really interested in.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

Choosing your picture


You have two options to create a profile picture: you
can display the last video you uploaded or select a
more permanent picture from ‘My Videos’. If you’d like
a specific picture to serve as your channel profile, we
recommend you upload a short (5 seconds or so) video
of only that picture. Once that video’s uploaded, you
can select that video for your profile picture.

This is also the page where you can choose whether


you’d like to display comments and bulletins on your
Channel.

You can also switch your channel type between


‘YouTuber’, ‘Director’, ‘Musician’, ‘Comedian’, and
‘Guru’.

Feel free to fill in whatever personal information you’re


comfortable with in the provided fields – none of them
is mandatory.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

Here are the steps to update your channel


info:

1. Sign into your YouTube account and click the


‘Account’ link (at the top right hand corner of the
page).
2. Click the large blue ‘My Account’ link in the top left
hand corner of the screen.
3. From the ‘My Account’ drop-down menu, select the
‘My Channel’ option.
4. In the left hand navigation section, click ‘Channel
Info’.
5. Add the information you’d like to appear on your
channel
6. Don’t forget to click the ‘Update Channel’ button to
save your changes!
7. You can then click the ‘View your public channel’
hyperlink (in the top right hand corner of the page)
to see the edits you made on your channel.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

What does all


this YouTube
Jargon Mean?
Channel
A Channel is the page that is viewable by the general
public and contains a user’s profile information, videos,
favorites, etc. To view your own Channel, log in and
click on your username, displayed at the top-right of
any page. The Account link, which is located to the
right of your username, will take you to a page that
allows you to manage your account and channel.
To view another user’s Channel, simply click on their
username anywhere you may find it on the site.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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.

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

RUSSO IS A STRATEGIC BRANDING AGENCY –


AND AS A BRANDING AGENCY, WE ARE BELIEVERS.

Here, we believe in the promise behind the brand.


And here, we believe that changing the conversation motivates consumer behavior.

Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.

For more information on branding, social media


or to learn more about The Russo Group, drop us a line, we would love to hear from you.

116 E. Congress St., Downtown Lafayette, LA 70501 | 337.769.1530 | F 337.769.1531


www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com

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ebook Ser ies: Volume 10
the promise behind the brand.
YouTube 101

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.

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