CCT356: Online
Advertising and
Marketing
Class 7:
Video SEO/ Intro to Social Media Marketing
Administration
 First assignments = to be marked by next class
 Online ad design questions?
 Reading week next week – final groups for project
should be formed by Feb 28 class
 A proposal is a really good idea – put up some notes
and we’ll give suggestions
 Reminder – final project involves a real client – we will
ask for contact info in final presentation
Administration (2)
 Google Online Marketing Challenge Competition!
 http://www.google.com/onlinechallenge/registration.html
 Register a team and the business you’re supporting in your project
 Professor’s email: michael.jones5@sheridanc.on.ca
 Write a pre-campaign report – on submission, $250 in Google
Adwords credit is yours to use for client
 Optional, but a good way to help structure your project and provide
value to your client
 More info at above site
Private Hosting or Service?
 Hosted on own site – complete control over look/feel,
advertising, links to related content
 Service (e.g., YouTube/Vimeo/etc.) – quick access to
large network of viewers, more exposure, easy
analytics integration – but can be prone to embedded
ads, interstitial/preview ads, etc.
Google/YouTube History
 YouTube – very recent history (2005) to acquisition in
late 2006
 Why did Google buy YouTube for $1.65B?
 Now: http://www.onehourpersecond.com/
 Obvious point of integration for advertising content, but
some unique challenges (examples?)
SEO and video
 Keyword searching = great for text, less obviously
effective for images/video
 What is searched in Google Images?
 Video?
Meta information in YouTube
 Titles
 Descriptions
 Tags
 Channel integration
 Ratings/Flagging
 Comments
 Views
 Shares/Embeds
 Age of video
Optimization for VSEO
 Descriptive Titles
 Long descriptions
 Effective keywords (order matters)
 Encourage sharing, embeds, ratings, comments
(usually – where might you not want to do this?)
 Make thumbnail descriptive and engaging
 Annotations to link to other video properties
 Building channel content
Analytics
 YouTube – simplified Google analytics on all YouTube
uploads
 Shows views, locations, general demographics,
pathways to video, etc.
 More on analytics later…
Old Spice Guy
Old Spice Guy
 Built on success of Super Bowl spot
 Summer 2010 – nearly 200 video responses
 Built recognition of initial video
 Built follower list on YouTube, Facebook, Twitter
 Made old brand attractive to new generation –
significant sales jump
 Made Isaiah Mustafa a star in own right
Why successful?
 Leveraged and extended mass exposure
 Brilliant writing and acting, with compelling film
methods (single take filming)
 Short, simple and consistent message
 Potential for personalization during Twitter response
days – good mix of celebrity and regular responses
(celebrity tweets here:
http://thenextweb.com/shareables/2010/07/14/10-bestshirtless-old-spice-guy-videos-celebrity-edition/)
The social media turn
Early history
 Links very old, but emergence of search engines vs.
browsing gave them power
 Sharing services emerged out of last .com bust (late
90s/early 2000s) – a reorientation from straight
publication/ecommerce to social media
 Personal publishing not new, but blogging/microblogging
(e.g., Twitter) platforms made it accessible for all
 Social networking grew in popularity from niche audiences to
broad acceptance and big business (e.g., Facebook’s
pending IPO)
Four general forms
 Bookmarking/Aggregating
 Content Creation/Sharing
 Social networking
 Location-based social networking
Bookmarking & Aggregation
 Creating links, collections and connections with ease
 Embedded buttons (like/share/digg/reddit/RSS/etc.)
increasingly default in most CMSs, allowing for easy
sharing by readers
Delicious
 Personal bookmarking with a social focus
 Bookmarks reside on server, can be public to show
interests of individual/group
 Was on the ropes after purpose/lack of integration with
Yahoo! – still sticking around though
 Marketing implications?
Reddit/Digg
 User-submitted content with up/down voting by user
population
 Quick scan of what’s trending/hot on Internet
 Reddit gaining in popularity at present – partially due to
nature of historical audience
 Marketing implications?
StumbleUpon
 A mix of aggregation and social sharing
 “Stumble” button scrolls through categories of sites
based on user preferences and like/dislike ratings of
stumblers
 Marketing implications?
Next week
 Jason Kemp – social media marketing manager at
TeamBuy (thanks to Mehria for contact!)
 What’s not covered from Ch. 14/15 or by Jason will be
approached at later classes (still a lot of ground to
cover!)