Presented By Kanakamadala Bharath Kumar Mat Nr:

Transcription

1 Presented By Kanakamadala Bharath Kumar Mat Nr: BCM SS09 E business Technologies Presented To: Prof. Dr. Eduard Heindl

2 Declaration I hereby declare that work done in this term paper on YouTube for marketing is based on my own research and thoughts. The rephrased have been cited at the appropriate places. Kanakamadala Bharath Kumar 30 July

3 Table of Contents 1.0 YouTube History Internet Video Sharing Methodology of Measurement Video Meta data Statistics and Data of My Video Video Category YouTube for small business Promote your Products and services by using your YouTube Videos Sell Product Placement in Your Videos YouTube Marketing Tips How to Make YouTube Marketing Pay Off Without Spending a Cent YouTube Statistics Where did my time is going..? YouTube Statistics YouTube s influence YouTube Video Streams per Day Conclusion 18 References 3

4 1.0 YouTube History YouTube was launched in February 2005, it is the leader in online video, and can share videos worldwide through web. Through YouTube people can easily upload and share video clips and through other Internet websites, mobile devices, and s also. Everyone can watch videos with registration or without registration on YouTube. People can, find videos about their hobbies and interests. most of the people will capture their special moments on video, it is As more people capture special moments on video, YouTube is encouraging the people to become the broadcasters of tomorrow. Actually YouTube getting funding from Sequoia Capital in November 2005 and was officially launched one month later in December. Chad Hurley and Steve Chen proceeded to become the first members of the YouTube Management team and currently serve as Chief Executive Officer and Chief Technology Officer respectively.later In November 2006, after one year launch of YouTube, It was purchased by No 1 search engine Google Inc. YouTube has deals with content providers such as CBS, BBC, Universal Music Group, Sony Music Group, Warner Music Group, NBA and many more Internet Video Sharing Online videos are existed long before when YouTube has entered the market. However, uploading videos, managing, sharing, and watching them was very unwieldy due to a lack of an easy to use. In YouTube each single video was not connected in any way to other related video clips. YouTube has formed the new generation of video sharing sites, and its competitors, has prevail over these problems as they allow content suppliers to upload videos smoothly, automatically converting them from many different formats, and they can easily tag the uploaded videos. People can easily share the videos by , or sending links to their friend by mail, or Posting them on web pages or in blogs. Users can also rate and comment videos, as a result, popular videos are raised to the top in a very organized fashion. YouTube is a social network enables the development of communities and groups. Videos are no longer independent from each other, and neither are users

5 3.0 Methodology of Measurement 3.1 Video Meta data: whenever you go to YouTube web site and click on a video YouTube will randomly assigns each video an 11 digit ID. For example yofm5dgmw the red colour words show the 11digit ID. Each video contains when it was uploaded, category, length, number of views, number of ratings, number of comments, and a list of related videos., and the related videos are links to other videos which have the similar title, description. One video can have tens or hundreds of related videos, but in a webpage you can see only 20 videos at once, A typical example of the meta data is shown in below Figure 1.0, actually this video was uploaded by me. 2 ID Uploader Z yofm5dgmw Bharathkanak Added Date March 27,2007 Category/Tag Video Length Comedy/Funny Add 0:30 seconds Number of Views/Ratings 5438/9 Number of Comments 3 Related Videos osbtf42qmdg, TwJK1lURhhk... Figure: Statistics and Data of My Video: In the Below figure 2.0 you can see the total No of videos watched according to the date and in which year, Figure: yofm5dgmw 5

6 In the below Figure 3.0 show which related video they have watched my Video through which referral related video, A,B,C,D,F,E,G, and you can see the data and and No of views also Links Date Link Views A Mar 21, 2009 First referral from related video - funny TV commercial 132 B Dec 15, 2008 First referral from related video - SKY funny advertising 146 C Mar 14, 2008 First referral from related video - Pepsi Vs Cocacola Funny Add 150 D Jan 12, 2008 First referral from related video - Funny add 170 E Jan 04, 2008 First referral from related video - Hunters Dry add 345 F Dec 18, 2007 First referral from related video - Ameriquest funny add 222 G Dec 16, 2007 First referral from related video - Nasty bad baby 179 Unavailable* Other / Viral 346 Unavailable* First referral from related video - I Burst funny ADD 208 Unavailable* First referral from YouTube search - funny add 902 Figure:-3.0 *Exact date is not available. The count of views from this link only includes views since 30 November Audiences This video is most popular with: Gender Age Male Male Male Recording date & location:- March 26, 2007, Mannheim below figure 4.0 show s in which country the video is most popular 6

7 Figure: Video Category: In below figure 5.0 there are 14 category s One of fourteen categories is selected by the user when uploading the video. Figure 5.0 show the total no of category s and the Most viewed all time in the you tube by category wise lists. Category Most viewed all time Autos and Vehicles 8,980,086 Comedy 24,968,268 Education 1,678,800 Entertainment 15,759,314 Film and Animation 10,514,520 Gaming 2,115,544 style 2,347,283 Music 76,462,773 News and Politics 3,004,404 People and Blogs 11,533,512 Pets and Animals 21,091,433 Science and Technology 5,433,364 Sports 9,561,163 Travel and Events 2,907,975 Figure: 5.0 7

8 4.0 YouTube for Small Business So many hasn't seen some crazy video on YouTube selling an insane topic...? There are plenty of videos on YouTube that you probably wouldn t want to see, but there are some hidden marketing opportunities are there. Michael Miller, author of YouTube 4 You, a recently released book that shares YouTube secrets, Here there are simple three ideas you can put into action today Promote your Products and services by using your YouTube Videos: you can upload videos that function either as blatant advertisements or as "teasers" for more services. if you have a product to sell, make the video in such a way that you should attract viewers, and prominently display your phone number and webpage address in the video.if you are a consultant and want to promote your services, try to upload motivational lecture or slideshow about your specific business practices to demonstrate what you have to offer potential clients. Use the video to establish your expert status and display your address or web page URL to solicit business for your services. If you are a musician to sell a CD, create a music video. If you are and artist, create photo slideshow. If you want to upload video of your place, make video by showing beautiful locations of your place. 4.2 Sell Product Placement in Your Videos: Just as movie studios and television networks sell product placement in their movies and TV shows, You can also sell them in your YouTube videos, especially if you have a track record of high viewership. If you need extra resources to sell product placements, you can use the services of Entertainment Media Works a company that specializes in product placements. You can use plinking, the process of adding a link to a product or service to an object or image in a video, such as a Cloths you're wearing. 5.0 YouTube Marketing Tips 5.1 How to Make YouTube Marketing Pay off Without Spending a Cent: There are several small as well as large businesses who have used YouTube marketing as part of their overall marketing strategy. However, many companies quickly find that they are not successful with this type of marketing. Companies who are not successful with using YouTube as part of their marketing strategy all generally fail for the same reasons. First and foremost, many companies will create a YouTube channel and then will begin uploading nothing but "commercials" to their channel. There are very few people who actually seek out "commercials" when visiting YouTube. Companies who create a "viral video" experience, html 8

9 wherein in they create characters and a storyline to "covertly" sell products and services are 400 times more successful with YouTube marketing. Another problem that causes companies to fail when it comes to YouTube marketing is the amount of videos that they load. If you fail to update and load new videos to your YouTube channel on a regular and timely basis, you will not obtain a large audience. Companies who are successful with this type of marketing are companies who are constantly uploading new videos and updating their accounts. The more up to date that your YouTube channel is, the better your chances are of gaining followers and becoming popular. The majority of companies who have found great success with YouTube marketing will upload anywhere between 1 and 3 videos per week! The more updates that you create, the more people that you will reach and the more traffic you will generate to your business YouTube Statistics Where did my time is going..? How many times per day we gone to YouTube to watch some video you ve heard about, start with 7 videos later you wonder where the time has gone? Or perhaps 15 videos later or 30 videos, Well you are not the person alone. 77% of users coming to YouTube come intending to watch 1 video but end up watching several. YouTube has become a time sucker and a place people have gone to alleviate their boredom. But first have a quick summary of some internet & YouTube statistics. About the Internet Usage, Adults spend around 15+ hours on Internet a Week, Expected 217 M US internet Users by 2012 (71% Penetration) and around 55% broadband access, by the end of 2012 it will grow to 90%.this show that online video viewing increased 35% year over year. 6.1 YouTube Statistics: 70,000,000 Number of total videos on YouTube (March 2008) 200,000 Number of video publishers on YouTube (March 2008) 100,000,000 Number of YouTube videos viewed per day (this stat from 2006 is the most recent I could locate) 112,486,327 Number of views the most viewed video on YouTube has (January, 2009) 2 minutes seconds average length of video years length in time it would take to view all content on YouTube (March 2008) average age of uploader 4 Marketing Tips How to Make YouTube Marketing Pay Off Without Spending a Cent!&id=

10 13 hours amount of video are uploaded to YouTube every minute US $1.65 billion in Google stock amount Google Inc. announced that it had acquired YouTube for in October 2006 $1,000,000 YouTube s estimated bandwidth costs per day 6.2 YouTube s influence: 6YouTube has become a threat on our culture because of its influence. With nearly 3.5 million people visiting the site every single day, the different type of videos they watch and interact with has a huge impact on the way we view the world. Not only in public squares such as the way the Obama political camp utilized YouTube to connect with younger viewers. Children and teens have full access to any type of videos found on YouTube. YouTube has tried to keep bad content off their site, but due to the 15 hours of video uploaded every minute, there is always a large amount of inappropriate videos up at any given time. The only protection as of now is the need to create a profile and click a button verifying your age. There is a great benefit YouTube has brought in connecting people together, but it has also brought about an epidemic of people spending hours on end wasting countless hours watching videos they weren t even intending to watch. Rather than children going out to play sports and socializing, it is common to see children and adults alike sitting in front of their computers just browsing through videos. The site itself is optimized to pull the user in to watch as many videos as possible. It s basically free TV where you have all the control YouTube Video Streams per Day: YouTube has 40% of the online market share for video, According Comscore statistics the total number of video streams on the Internet is approaching 80 billion/month, a heady number statistics the ultimate time suck 6 video streams top 1 billionday/#comments 10

11 Figure: 6.0 Top 20 Websites: The following report shows websites for the industry 'All Categories', ranked by Visits for the week ending 06/27/2009. According to the Hitwise survey YouTube ranks 10 th place with 1.03% visitors html 11

12 Streams Per Viewer, Top Sites: Below figure 7.0 shows the streams per viewer, and the top sites according to the Nielsen video census Feb-09,what sites or distribution networks are accessed the most for stream viewing. Once again YouTube tops the list again, out of top five are Comedy Central, Nickelodeon, Blinkx and hulu. Two of the fastest growing sites are Rockband.com, a popular game permeated with videos. 8 Figure: Source Nielsen Video Census,2/09, online.com 12

13 Below figure 8.0 show the influence of the video length, This analysis was done by the entertainment media research, the average length of video watched on YouTube is 3.4 minutes and user tend to say that they prefer shorter clips rather than longer clips, shorter clips are more encouraging, and user prefers that the clip should be as long as it needs to be. 9 Figure:

14 According to entertainment media research the below figure shows the streamed video share watched on YouTube, according to the age and sex the male with the of are watching more videos with 69%. Among teenager youtube users, two thirds or more of all streamed video is watched via YouTube. 10 Figure:

15 8.0 Conclusion: When a user uploads a new video, there is a better chance that his subscribers and friends will be watching these videos. Thus, those who get more friends and subscribers tend to has more influence on popularity of the videos. And those who uploads more videos tends to get more friends and subscribers. This implies that as a user uploads more videos, he tends to be more influential on YouTube We find that distribution of numbers of videos, numbers of subscribers and numbers of friends all follow power law. This tells us that the huge amount of videos is actually mostly contributed by a small number of users. Also, most of users are subscribing and making friends with small portion of users, which tends to be users who upload a lot of videos. If we further explore the network of users, friends, friends friends, subscribers and subscribers subscribers. We might be able to find a better connected network or proof our guess that people do not make networks through people, but more through common interest in videos. 15

16 References: (Source Nielsen Video Census,2/09) 16