Google GROW YOUR BUSINESS WITH YOUTUBE A Step-by-Step Gui Manual de usuario Pagina 1

GROW YOUR BUSINESS WITH YOUTUBEA Step-by-Step GuideVersion 1 - March 2012

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish10Put some thought into what you’re about to create. This section will help you answer some impor

TRACKING YOUR SUCCESSIntroToolsInsights100YouTube Analytics gives you key insights into your YouTube audience and the success of your videos.Here are

TRACKING YOUR SUCCESSIntroToolsInsights101Let’s use YouTube Analytics to look at your audience’s age and gender.Tom selects his video from the Conten

TRACKING YOUR SUCCESSIntroToolsInsights102Step 2: Analyze with AdWords for videoIf you created an AdWords for video campaign, check in at least once a

TRACKING YOUR SUCCESSIntroToolsInsights103Example: Explore Basic Ad PerformanceLearn how your audience responded to your video ads by checking Impress

TRACKING YOUR SUCCESSIntroToolsInsights104Step 3: Take Action & Increase Your ReachIt’s time to take action to enhance your AdWords for video stra

TRACKING YOUR SUCCESSIntroToolsInsights105Example: Create New Targeting GroupsApply your insights from YouTube Analytics and AdWords for video to your

TRACKING YOUR SUCCESSIntroToolsInsights106Businesses around the world want to hear about your experience with YouTube. What was it like to create your

Appendix ResourcesGlossary Workbook1071 Resources2 Glossary3 Workbook 107

Appendix ResourcesGlossary Workbook108ResourcesResources Video Creation ResourcesHelp & SupportTracking ToolsResearch & TrendsUse these online

Appendix ResourcesGlossary Workbook109www.youtube.com/creators/playbook.html109Video Creation ResourcesHelp & SupportResourceResourceA collection

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish11Background InfoHere, you’ll ll out basic information about your business. Think about your prod

Appendix ResourcesGlossary Workbook110Promotion & Tracking Tools Research & TrendsResourceResourceAn interactive tool that gives you key infor

Appendix ResourcesGlossary Workbook111Glossary AAdWords for video – This tool allows you to create video ad campaigns that target audiences on YouTube

Appendix ResourcesGlossary Workbook112E–MEmbedding – You can make YouTube videos appear on your website, social networks, blogs, and more with a speci

Appendix ResourcesGlossary Workbook113U–VUsername – The name of your YouTube account and channel that you use to identify yourself to other YouTube us

Appendix ResourcesGlossary Workbook114Workbook Use this collection of templates and checklists to help you create, publish, manage, and promote your

Appendix ResourcesGlossary Workbook115Background InfoCompany name:Product/service description:Promise/guarantee:Where product/service is sold: Target

Appendix ResourcesGlossary Workbook116 Follow this outline to write a script about your business. The BeginningIntroduce yourself and open with a shor

Appendix ResourcesGlossary Workbook1172. Write a Script About Your Business (cont’d)The Middle (continued)What is your customer service philosophy? Wh

Appendix ResourcesGlossary Workbook1183. Storyboard & Shot ListTitle:Dialogue:Shot #:Video:Dialogue:Shot #:

Appendix ResourcesGlossary Workbook1194. Equipment ChecklistYou might not need all the items on this list, but it’s a good idea to have your equipment

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish12Target AudienceKnowing your customers is an important part of running a business and creating a

Appendix ResourcesGlossary Workbook1205. Publish & Manage ChecklistThis checklist covers some of the most important things you can do to help your

Appendix ResourcesGlossary Workbook1216. Promote & Engage ChecklistKeep track of how you decide to promote your video and engage new customers. Pr

© Copyright 2012. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which th

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish13Step 1: Write a Creative Strategy (cont’d)Creative StrategyGoalsWhat is the main goal of your vi

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish14See Mike Chang’s channel at: www.youtube.com/sixpackshortcutsSpend ve minutes exploring YouTube

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish15Typically, informational videos help you explain the basics of your product or service and creat

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish16Educational videos are a great way to build loyalty around your business. They help establish yo

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish17Sales videos are created to help you do one thing: sell your product or service. Sales VideosREM

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish18Now that you’ve come up with a strategy for your video, the next step is to write a script. Don’

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish19If you’ve never made a video before, an overview of your business is a good place to start. It g

With the emotional power of video, YouTube’s massive audience, and AdWords’ incredible targeting tools, you have the ability to reach new customers in

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish20Introduce yourself and open with a short story. How did you get started in your business?“Hi, I’

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish21Explain your business’ expertise. How does it solve customers’ problems? How does it t into the

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish22What is your customer service philosophy? What do you do to make your customers feel special?Whe

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish23Using your script to guide you, let’s put together a quick storyboard. A storyboard is a series

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish24Now that you’ve got your strategy, script, and storyboards, you’re ready to start shooting. Don

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish25Don’t Center the SubjectThe “rule of thirds” is a general guide to composing visually appealing

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish26Speak Clearly and CasuallyTalk in your video just as you would with a friend or colleague. Look

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish27Stay Close to the MicrophoneThe closer you are to your microphone, the better you’ll be heard in

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish28Use this checklist to make sure you have everything you need before starting to shoot your video

GETTING STARTED WITH VIDEOIntroPlanShootEdit29PublishWith digital video, editing is easier than ever. Now you can drag and drop your favorite takes,

“The power of keyword search applied to videos, coupled with the extremely cost-eective and exible Google [AdWords] marketing model, has resulted in

GETTING STARTED WITH VIDEOIntroPlanShootEdit30PublishMost video editing programs—from iMovie to the YouTube Video Editor—have a clip view or timeline,

GETTING STARTED WITH VIDEOIntroPlanShootEdit31PublishOnce you have a general idea of how your clips will play out in your timeline, consider adding tr

GETTING STARTED WITH VIDEOIntroPlanShootEdit32PublishIncorporating a music track into your video can help you set the mood, but it’s important that yo

GETTING STARTED WITH VIDEOIntroPlanShootEdit33PublishYouTube understands the most-used video formats, so before you’re ready to upload, make sure your

IntroPlanShootEdit Publish34Follow these three simple steps to create an account and upload your rst video to YouTube.Publish to YouTubePublish to Yo

IntroPlanShootEdit Publish35Just go to www.youtube.com/signup, enter your information, and click Next Step. When you’re done, click Back to YouTube.St

IntroPlanShootEdit Publish36If you’re logged in to your Google account, click Upload in the top right and choose a YouTube username. This will be the

IntroPlanShootEdit Publish37Now that you have a YouTube username, upload your video at www.youtube.com/upload or click Upload from the homepage.The up

IntroPlanShootEdit Publish38Congratulations & Welcome to YouTube!

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish3912Video3Channel4Design DialogueMANAGING YOUR VIDEOS1+HRS39

About YouTubeYouTube is the leader in online video, and the premier destination to watch, share, and promote original videos online. YouTube is fully

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS40IF YOU JUST UPLOADED YOUR FIRST VIDEO TO YOUTUBE, YOU’VE REACHED A MARKETING MILESTONE.You’ve i

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS41Learn how to add key information to your videos to get discovered and set the foundation for eng

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS42An important part of getting your video seen is to add a description, title, and tags. You can d

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS43Think of your title as the headline of your video. A good title entices someone to watch your vi

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS44To give your video context and help it get discovered, you’ll want to write an interesting descr

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS45Make it easier for your customers to nd your videos by adding tags. Tags are words and phrases

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS46CategoryChoose the category that best represents your video. YouTube organizes these 15 categori

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS47Every time you add a new video to YouTube, you decide whether you want it to be public, private,

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS48Think of your channel as your business’ home on YouTube. As you create and add more videos, they

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS49Your channel title is the most prominent text displayed on your channel page, so we recommend ch

GETTING STARTED WITH VIDEOMANAGINGYOUR VIDEOSPROMOTINGYOUR BUSINESSHOW TO USE THIS GUIDE This guide will show you how to create, manage, promote, and

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS50You can drive trac to your website by adding a link to your channel page.To add a link, go to M

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS51You can give the design and function of your YouTube channel a personal touch by designing it to

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS52Every YouTube channel has a thumbnail image associated with it. By default this image is a human

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS53With YouTube’s new channel design, you can change your background color, upload a background ima

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS541. Enable the Featured Format Tab First, go to Edit Channel, click Featured Tab, and selec

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS553. Change Your Default Tab Before you’re nished, click the Info and Settings tab, where yo

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS56YouTube is more than just a free platform to share your videos with the world; it’s a social spa

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS57Your viewers are more than just an audience—they’re part of a community. They frequently interac

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS58The Annotations Editor is a tool that lets you layer text, hotspots, and links over your video,

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS59Help viewers with disabilities and those who speak other languages enjoy your videos by writing

Plan Shoot Edit PublishGETTING STARTED WITH VIDEO3+ HRS61234

IntroVideoChannelDesign DialogueMANAGING YOUR VIDEOS60Encourage your viewers to talk about your business—online and oine—by keeping comments, voting,

GETTING STARTED WITH VIDEOIntroPlanShootEdit61PublishPROMOTING YOUR BUSINESS1+HRS611Jumpstart2Promote

PROMOTING YOUR BUSINESSIntroJumpstartPromote62IT’S TIME TO LET THE WORLD KNOW YOU’RE OPEN FOR BUSINESS.62When you get your video in front of the right

PROMOTING YOUR BUSINESSIntroJumpstartPromote63Follow the steps in this section to learn how to broadcast your YouTube videos to the right people.1

IntroJumpstart64PROMOTING YOUR BUSINESSPromoteYou can promote your video to potential customers on YouTube and across the web at the exact moment they

IntroJumpstart65PROMOTING YOUR BUSINESSPromoteHow does AdWords for video work?Just create your ad, set your budget, and choose options that speak to y

IntroJumpstart66PROMOTING YOUR BUSINESSPromoteYou’ll get the best performance out of any online ad campaign by taking some time to think about what yo

IntroJumpstart67PROMOTING YOUR BUSINESSPromoteFollow these 10 steps to set up your rst AdWords for video campaign. Get Started with AdWords for video

IntroJumpstart68PROMOTING YOUR BUSINESSPromoteThe rst step to launching your rst AdWords for video campaign is to create and log in to a Google AdWo

IntroJumpstart69PROMOTING YOUR BUSINESSPromote1. Link your YouTube channel and AdWords account. Click Linked YouTube accounts in the bottom left corn

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish7YOU MAY NOT KNOW IT, BUT YOU HAVE A REMARKABLE STORY TO TELL.You know this story better than an

IntroJumpstart70PROMOTING YOUR BUSINESSPromoteIf this is your rst time logging in, you should see “Create campaign and ad,” where you’ll select your

IntroJumpstart71PROMOTING YOUR BUSINESSPromote1. Set your locations. Make the most of your ads by choosing cities, regions, or countries where your a

IntroJumpstart72PROMOTING YOUR BUSINESSPromoteClick Select video to choose your YouTube video. You can search by channel, keyword, or the video’s URL

IntroJumpstart73PROMOTING YOUR BUSINESSPromoteAdWords for video uses TrueView, the YouTube family of ads that only charges you when a viewer decides t

IntroJumpstart74PROMOTING YOUR BUSINESSPromote• YouTube Search includes YouTube and Google Video search results pages.• YouTube Videos includes clip

IntroJumpstart75PROMOTING YOUR BUSINESSPromoteThe next step is to write ad text and choose a thumbnail image from your video that will inspire people

IntroJumpstart76PROMOTING YOUR BUSINESSPromoteKeep the following tips in mind when writing the text for your ads:6 Tips for Writing Attention-Grabbing

IntroJumpstart77PROMOTING YOUR BUSINESSPromoteTargeting groups let you decide who sees your ad and how much you’ll pay per view. You need to have at l

IntroJumpstart78PROMOTING YOUR BUSINESSPromoteHere, you’ll create your rst targeting group, which will determine who sees your ad:1. Set your target

IntroJumpstart79PROMOTING YOUR BUSINESSPromote2. Optional: Use Negative targets if you don’t want your video to appear in searches or sites containi

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish8In this section, you’ll learn the four simple steps to creating your rst video and publishing it

IntroJumpstart80PROMOTING YOUR BUSINESSPromoteYour ads won’t be activated until you submit valid billing information. Once you do, you can edit this i

IntroJumpstart81PROMOTING YOUR BUSINESSPromoteYou can create a Call-to-Action overlay to share more information about your video, raise interest in yo

IntroJumpstart82PROMOTING YOUR BUSINESSPromoteA great promotion plan connects with customers wherever they are—online and oine. Promote your YouTube

IntroJumpstart83PROMOTING YOUR BUSINESSPromoteEmbed Your Video on Your WebsiteEmbed your video on your websiteWith YouTube, your website can connect w

IntroJumpstart84PROMOTING YOUR BUSINESSPromoteAnnounce with Email & Social MediaShare your video on social networksWhen someone +1’s, follows, or

IntroJumpstart85PROMOTING YOUR BUSINESSPromoteMany viewers discover YouTube videos through other sites and blogs. Owners of these sites are always loo

IntroJumpstart86PROMOTING YOUR BUSINESSPromotePromote Your Video OineAn easy, eective way to promote your business is to add links to your YouTube c

IntroJumpstart87PROMOTING YOUR BUSINESSPromotePromote Your Video Oine (cont’d)Print & Direct MailIf you buy traditional advertising in newspapers

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish882InsightsTRACKING YOUR SUCCESS1+HRSTools188

TRACKING YOUR SUCCESSIntroToolsInsights89GET THE INSIGHTS YOU NEED TO GROW YOUR BUSINESS ONLINE.All the views, shares, and subscriptions you generate

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish9Make a Plan Step 1: Write a Creative Strategy Step 2: Choose a Creative ApproachStep 3: Write

TRACKING YOUR SUCCESSIntroToolsInsights90Find out who watched your videos, get insights, and improve your campaigns.Overview1 Learn the Tools of th

TRACKING YOUR SUCCESSIntroToolsInsights91Every time your audience clicks, views, or comments on your video, the interaction is captured by one or more

TRACKING YOUR SUCCESSIntroToolsInsights92You can get basic insights into your video’s performance from its dedicated viewing page, also known as its “

TRACKING YOUR SUCCESSIntroToolsInsights93YouTube WatchSignicantdiscoveryevents – The date of noteworthy events and their related views.Total views

TRACKING YOUR SUCCESSIntroToolsInsights94YouTube Analytics is a smart, intuitive tool that gives you key information about your YouTube audience and v

TRACKING YOUR SUCCESSIntroToolsInsights95Reportlters – Change the video, geographic location, and date range of your report. Performance– Displays

TRACKING YOUR SUCCESSIntroToolsInsights96AdWords for video gives you valuable insights about your audience and how they respond to your ads. You can u

TRACKING YOUR SUCCESSIntroToolsInsights97AdWords for video: All campaigns view Date range – Changes the dates displayed in the graph and table.Views –

TRACKING YOUR SUCCESSIntroToolsInsights98The Targets tabAdWords for video: Campaign ReportClick a campaign to enter the campaign report. Campaign rep

TRACKING YOUR SUCCESSIntroToolsInsights99Learn how to enhance your business’ YouTube strategy with YouTube Analytics and AdWords for video. It’s a cyc