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CCT356: Online Advertising and Marketing

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

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CCT356: Online Advertising and Marketing

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  1. CCT356: Online Advertising and Marketing Class 7: Video SEO/ Intro to Social Media Marketing

  2. 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

  3. 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

  4. 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.

  5. 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?)

  6. SEO and video • Keyword searching = great for text, less obviously effective for images/video • What is searched in Google Images? • Video?

  7. Meta information in YouTube • Titles • Descriptions • Tags • Channel integration • Ratings/Flagging • Comments • Views • Shares/Embeds • Age of video

  8. 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

  9. Analytics • YouTube – simplified Google analytics on all YouTube uploads • Shows views, locations, general demographics, pathways to video, etc. • More on analytics later…

  10. Old Spice Guy

  11. 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

  12. 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-best-shirtless-old-spice-guy-videos-celebrity-edition/)

  13. The social media turn

  14. 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)

  15. Four general forms • Bookmarking/Aggregating • Content Creation/Sharing • Social networking • Location-based social networking

  16. 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

  17. 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?

  18. 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?

  19. 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?

  20. 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!)

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