Social Media Marketing Strategies

YouTube Marketing Strategies

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By the end of this chapter you will:

Have examined how YouTube is utilized for

personal and business purposes
Have analyzed YouTube wins and fails case
studies
Be familiar with how to run an effective targeted
marketing campaign
Know how YouTube analytics functions and
enables marketers to make informed, data-
driven decisions
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YouTube – History

2005 Launched
2006 Google buys YouTube
2008 HD Video
2010 Movie Rental Service
2012 Gangnam Style > 1B
2016 YouTube Community

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YouTube – Personal

1. What do you use YouTube for?

2. Have you ever uploaded a video(s)? How successful was it?
3. Do any of your videos contain advertising?

YouTube’s simple Business Model:

• Upload Videos
• Watch Videos
• YouTube Ads

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YouTube – Viewers & Uploaders

Review the video.

Activity – Viral Videos

1. Choose a product.
2. Imagine you are making a 30-second YouTube video.
3. Consider the elements that make them viral.
4. Brainstorm ideas that you could use in yours.
5. Present your ideas.

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YouTube – Business

Review the video.

Activity:
1. Select a YouTube business channel.
2. Evaluate how the business uses
YouTube for marketing.
3. Use the checklist to determine
effectiveness.

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YouTube – Optimizing a Channel

1. Integrate Google My Business with YouTube.

2. Link, link, link.
3. Solicit subscriptions.
4. Insert keywords.
5. Upload a video transcript.
6. Include tags.

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Activity – Tagging

1. Refer back to the previous activity.

2. Select a video from the chosen channel.
3. Come up with at least five tags.

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YouTube – Fails and Wins

Review the Hyundai section:

1. Why did “Pipe Job” fail?
2. How did the YouTube launch affect response?
3. Are there any other topics like suicide that should be
considered taboo?
Review the Metro Trains section:
4. How does the “Dumb Ways to Die” ad differ from other PSAs?
5. How did the marketer show an excellent
understanding of YouTube?
6. What takeaways do we get from this example?

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YouTube – A Targeted Campaign

You can have ads and promotional videos. But

there are other options.
1. What other ways have you seen?
2. Are some ways more effective?
3. What examples have stuck in your mind?

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YouTube – A Targeted Campaign

YouTube Cards arrived in 2015

The card allows the marketer to provide a CTA
Is available until the video ends
Six kinds of cards:
1. Donation
2. Channel
3. Fan Funding
4. Link
5. Poll
6. Video or Playlist
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Activity – Selecting YouTube Cards

1. Review the YouTube Help page.

2. Select a business and choose three types of
cards.
3. Describe what each card would link to.
4. Present your examples.

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YouTube – Analytics

Activity: YouTube & Cards Analytics

Part 1
– Split into 2 groups: One group looks at YouTube
Analytics the other at Cards Analytics.
Part 2
– Partner up with someone from the other group.
– Teach them what you have learned.
– Switch roles.

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Chapter Review

1. How is a YouTube like different from a Facebook like?

2. List three ways a brand can optimize its YouTube channel.
3. What should marketers learn from Hyundai’s “Pipe Job” fail?
4. Explain how the Metro Trains ad, “Dumb Ways to Die”, promoted
sharability, virality, parodies, and tributes. List at least three explanations.
5. The following describes a _________ card.

This type of card allows a business owner or marketer to promote his or her
licensed products directly from the video.

a. Fundraising
b. Link (Merchandise)
c. Channel
d. Fan Funding

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