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Strany 1 - WITH YOUTUBE

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

Strany 2 - Business

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

Strany 3 - YouTube Success Stories

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

Strany 4 - About YouTube

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

Strany 5 - HOW TO USE THIS GUIDE

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

Strany 6

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

Strany 7 - STORY TO TELL

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

Strany 8

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

Strany 9 - Make a Plan

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

Strany 10 - Creative Strategy

Appendix ResourcesGlossary Workbook1071 Resources2 Glossary3 Workbook 107

Strany 11 - (cont’d)

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

Strany 12

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

Strany 13

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

Strany 14 - GETTING STARTED

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

Strany 15 - Informational Videos

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

Strany 16 - Educational Videos

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

Strany 17 - Sales Videos

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

Strany 18 - Step 3: Write a Script

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

Strany 19 - Scriptwriting in 3 Parts:

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

Strany 20 - The Beginning

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

Strany 21 - The Middle

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

Strany 22 - The Middle (cont’d)

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

Strany 23 - Step 4: Make a Storyboard

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

Strany 24 - Shoot Your Video

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

Strany 25 - RESOURCE

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

Strany 26

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

Strany 27 - Avoid zooming while recording

© 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

Strany 28 - Equipment Checklist

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

Strany 29 - Edit Your Video

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

Strany 30 - YouTube Video Editor

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

Strany 31

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

Strany 32 - Step 3: Add Music

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

Strany 33

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’

Strany 34 - Publish to YouTube

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

Strany 35 - Edit Publish

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

Strany 36 - VTBedandBreakfast

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

Strany 37

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

Strany 38

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

Strany 39 - MANAGING YOUR

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

Strany 40 - IF YOU JUST UPLOADED YOUR

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

Strany 41 - Overview

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

Strany 42 - Make Your Video Discoverable

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

Strany 43 - Step 1: Add a Title

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

Strany 44 - Step 2: Write a Description

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

Strany 45 - Step 3: Add Tags

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

Strany 46

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

Strany 47

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

Strany 48

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

Strany 49 - Step 3: Add Channel Tags

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

Strany 50

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

Strany 51 - Design Your Channel

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

Strany 52 - Step 1: Update Your Logo

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

Strany 53 - Step 2: Change the Background

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

Strany 54

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

Strany 55

IntroPlanShootEdit Publish38Congratulations & Welcome to YouTube!

Strany 56 - Encourage Dialogue

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish3912Video3Channel4Design DialogueMANAGING YOUR VIDEOS1+HRS39

Strany 57

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

Strany 58 - Step 2: Add Annotations

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

Strany 59 - Step 3: Write Captions

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

Strany 60 - Step 4: Keep Settings Social

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

Strany 61 - BUSINESS

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

Strany 62 - YOU’RE OPEN FOR BUSINESS

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

Strany 63

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

Strany 64

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

Strany 65

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

Strany 66

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

Strany 67

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

Strany 68

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

Strany 69

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

Strany 70

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

Strany 71

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

Strany 72

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

Strany 73

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

Strany 74

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

Strany 75

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

Strany 76

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

Strany 77

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

Strany 78

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

Strany 79

Plan Shoot Edit PublishGETTING STARTED WITH VIDEO3+ HRS61234

Strany 80

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

Strany 81

GETTING STARTED WITH VIDEOIntroPlanShootEdit61PublishPROMOTING YOUR BUSINESS1+HRS611Jumpstart2Promote

Strany 82

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

Strany 83

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

Strany 84

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

Strany 85

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

Strany 86

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

Strany 87

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

Strany 88

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

Strany 89 - GROW YOUR BUSINESS ONLINE

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

Strany 90

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

Strany 91 - Learn the Tools of the Trade

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

Strany 92 - YouTube Watch

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

Strany 93

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

Strany 94 - YouTube Analytics

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

Strany 95 - YouTube Analytics: Overview

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

Strany 96 - AdWords for video

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

Strany 97

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

Strany 98

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

Strany 99

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

Strany 100 - TRACKING YOUR

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

Strany 101

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

Strany 102

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

Strany 103

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

Strany 104

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

Strany 105

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

Strany 106 - Success Story: Your Business

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

Strany 107 - 3 Workbook

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

Strany 108 - Resources

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

Strany 109 - Help & Support

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

Strany 110 - Research & Trends

GETTING STARTED WITH VIDEOIntroPlanShootEdit Publish882InsightsTRACKING YOUR SUCCESS1+HRSTools188

Strany 111 - Glossary

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

Strany 112 - Glossary Workbook

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

Strany 113

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

Strany 114 - Workbook

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

Strany 115 - 1. Creative Strategy

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

Strany 116

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

Strany 117

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

Strany 118 - 3. Storyboard & Shot List

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

Strany 119 - 4. Equipment Checklist

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

Strany 120 - Publish:

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

Strany 121 - Promote:

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

Strany 122

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

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