How to Increase YouTube Engagement [Infographic]

Is YouTube marketing worth it?

How to improve YouTube engagementMore than 1 billion unique users visit YouTube each month. It is the second most popular search engine and the third most popular site in the world. Nielsen says that it reaches more U.S. adults ages 18-34 than any cable network, a sweet spot for advertisers. Mastering the art of YouTube marketing will help your target audience discover you in an entirely new way.
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Top 10 Sponsored Brand Channels on YouTube

YouTube is one of the most powerful marketing tools on the Web. It has grown to one of the world’s largest social media communities, and it has the ability to increase a brand’s online presence dramatically for a fraction of traditional marketing costs.

Here are some key YouTube statistics:

  • 145 million unique visitors per month
  • More than 2 billion views per day, nearly double the prime-time audience of all three major U.S. broadcast networks combined
  • 24 hours of video are uploaded every minute — more video is uploaded to YouTube in 60 days than all three major U.S. networks created in 60 years
  • The average person spends 15 minutes per day on YouTube
  • 70% of the site’s traffic comes from outside the U.S.

Many brands that have embraced YouTube as an advertising medium are skilled at harnessing its full potential — they have created sponsored channels for their products. YouTube ads are a cheap source of traffic, and can drive viewers to other social media profiles (like Facebook) or Web sites with clickable call-to-action overlays.

Many sponsored brand channels have large  audiences — a great example is Old Spice, which was wildly popular earlier this year. Here are the current top 10 ranked by number of viewers this month, along with their current featured videos:

1. BlackBerry: BlackBerry® Style™ 9670 – Official video

2. Windows Phone: New Windows Phone 7 Official Ad

3. Fanta France: Elie Semoun is Professor Kassos

4. adidas Basketball: Dwight Howard and Slim Chin — “Fast Don’t Lie” Music Video

5. Sony Pictures: Official “Priest” Trailer

6. adidas Originals: MEGA Diner 2010

7. Nokia: N8 TV ad — It’s not technology, it’s what you do with it.

8. Electronic Arts Poland: “Medal of Honor” Trailer Premiere

9. Tourist Movie: Official Trailer

10. City of Seoul: Fever Seoul Top 6

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Top 10 Twitter Tutorials on YouTube

We all know that YouTube is a treasure trove of entertainment, with endless hours of Justin Bieber crooning to tweens and cats playing the piano. But it’s also a terrific resource for learning — there are helpful how-tos about a wide range of topics that do a great job of breaking down complex subjects into visuals that are easy to understand. Users have posted thousands of tutorials ranging from animal care to everyone’s favorite microblogging tool, Twitter.

Whether you want to get your mom started on Twitter or want the scoop on some of Twitter’s best desktop apps and how to use Twitter for brand building, these YouTube videos will keep you entertained while educating you about various aspects of the Twitterverse.

1. Twitter in Plain English

This quick, no-nonsense introduction is a great starting point.

2. Getting Started With Twitter

A simple step by step tutorial on how to create your Twitter account, add friends, and get started tweeting.

3. Twitter Lists in a Nutshell

A quick looks at the “Lists’ feature and how to use it to your advantage.

4. Top Twitter Tools Exposed and Explained

An introduction to the top Twitter tools and how to use them in conjunction with each other to get the most out of Twitter for personal or business use.

5. How to Create an Attractive Twitter Profile

How to  make your Twitter profile page highly attractive and gain more followers.

6. Finding Followers

This easy Twitter tutorial explains several ways to find people to follow on Twitter.

7. How to Tweet From Any Cell Phone

This video shows you how to update Twitter from your cell phone using text messaging. This method doesn’t require any additional apps and works on any phone, but standard text messaging rates apply.

8. How to Use Twitter for Business

Have you signed up for Twitter but found yourself at a loss about what to do with it? This video series will help jumpstart your efforts.

9. Twitter and Brand Building

How to use Twitter effectively for building customer relationships and brand reputation.

10. 5 Business Benefits of Twitter Even if Your Customers Aren’t Using It Yet

How to get value out of the platform before your customers even join.

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Who’s Using Twitter in the U.S.? Some New Demographics [Charts]

A new Edison Research report draws many interesting conclusions about U.S. Twitter users. The report summarizes the most recent data from a three-year tracking study conducted by Edison and Arbitron. The findings will help you better understand Twitter usage and assist in your social marketing efforts.

Twitter Usage In America: 2010” pulled data from a national telephone survey of almost 2,000 Americans that was conducted in February. The data was laid over similar studies from 2008 and 2009, resulting in a comprehensive representation of Twitter-related use statistics. You can request a copy of the report from Edison at their Web site, or check out all the best charts below.


  • While Facebook is the dominant social platform in terms of usage, Twitter is still growing rapidly and driving consumer awareness.
  • Twitter users are actively discussing products and services. It’s important to monitor conversations about your business and provide compelling content for users to discuss.
  • Despite the fact that Twitter is becoming popular, it’s still far behind Facebook — so an effective social media marketing strategy should include multiple platforms to maximize results.
  • Marketing on the social Web is becoming about multiple screens. Users are engaging on social networks on different types of devices including smart phones, laptops, and tablets. It’s important to make sure that your online presence is optimized to take advantage of different form factors.
  • As SMS use grows, marketers need to plan ways to leverage SMS as a valuable part of the marketing mix.

Among the findings:

Facebook has a commanding lead over Twitter in usage in the United States — but when it comes to social awareness, the two social platforms are roughly equal:

Edison determined that while 87% of Americans are aware of the microblogging site, only 7% actually use it. As a comparison, Facebook’s awareness rate is at 88%, with usage of 41%.

This dovetails with a recent Citibank report that determined the vast majority of small business owners don’t use social media at all:

Other interesting findings from the Edison report on Twitter

Users are actively discussing products and services:

They’re engaging on social networks from different locations an on different types of devices:

They love text messaging:

And they seem to be amenable to advertising:

In terms of ethnicity, 24% of users are African Americans:

You can download the report from the Edison Research Web site — it’s well worth it, since it contains many more useful social media data points for marketers. Here’s Tom Webster, Vice-President for Strategy and Marketing for Edison, unveiling the report in a webinar:

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Coca-Cola’s Shrewd New Social Media Policy

The buzz about social media and how to leverage it for branding, marketing, advertising, PR, and CRM has been building over the past few years. For the most part, companies have made up their approaches to this new medium as they went along. Many that took the plunge did so by accident, guided by technically-savvy employees who urged their employers to recognize the value of social nets and to become early adopters.

As a result, many companies are just beginning to develop corporate social media policies. According to  Deloitte’s 2009 Ethics and Workplace Survey, “55% of executives admitted that their companies do not have an official policy for social networks — and 22% would like to use social nets, but don’t know how.” Those that were savvy enough to draft initial guidelines are now tweaking them as the playing field shifts.

Coca-Cola just released a new social media policy that’s short and to-the-point, offering common-sense guidelines for its employees. Here are the best parts about Coke’s new policy:

  • It’s only 3 pages. A social media policy should augment existing company policy — you don’t need to create a code of conduct from scratch.
  • Always remember who we are and what our role is in the social media community. “The same rules that apply to our messaging and communications in traditional media still apply in the online social media space; simply because the development and implementation of an online social media program can be fast, easy, and inexpensive doesn’t mean that different rules apply.”
  • Have fun, but be smart. “The best advice is to approach online worlds in the same way we do the physical one — by using sound judgment and common sense.”
  • Transparency is of paramount importance. “Every Web site, “fan page”, or other online destination that is ultimately controlled by the Company must make that fact known to users… We also require bloggers and social media influencers to disclose to their readers when we’re associating with them, whether by providing them with product samples or hosting them at Company events, and we need to monitor whether they are complying with this requirement.”
  • Be conscious when mixing your business and personal lives. “The Company respects the free speech rights of all of its associates, but you must remember that customers, colleagues and supervisors often have access to the online content you post. Keep this in mind when publishing information online that can be seen by more than friends and family, and know that information originally intended just for friends and family can be forwarded on.”

Coke also outlines “10 principles to guide how online spokespeople should represent the company” that everyone should duplicate:

  1. Be Certified in the Social Media Certification Program.
  2. Follow our Code of Business Conduct and all other Company policies.
  3. Be mindful that you are representing the Company.
  4. Fully disclose your affiliation with the Company.
  5. Keep records.
  6. When in doubt, do not post.
  7. Give credit where credit is due and don’t violate others’ rights.
  8. Be responsible to your work.
  9. Remember that your local posts can have global significance.
  10. Know that the Internet is permanent.

Read the 3-page policy in its entirety.

Watch Coke’s Head of Social Media, Adam Brown, explaining it:

Social Media Governance has a database of 114 brands’ social media policies.

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Video: 2009 in Social Media

Rob Cottingham, of the “Noise to Signal” Web comic, produced this terrific 8-minute video retrospective of 2009 through the lens of social media. (It’s so chock-full of events that it definitely feels shorter than 8 minutes.)

From Rob’s blog:

From the election of the first American social media president… to a nod to social media from the mainstreamiest of mainstream media (Oxford Dictionary, for god’s sake!)… it’s been a big, tumultuous sprawling toddler of a year, prone to tantrums and potty accidents but adorable nonetheless.

Here, then, is 2009 the way it was meant to be remembered… in doodles.

(If you’re unable to see the video, you can watch it here.)

Happy New Year, everyone — here’s to a great 2010!

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Measuring Social Media ROI

Companies and brands are finally beginning to fully embrace social media. eMarketer reported in September that 86% of those who responded to a survey of professionals from various industries said they had adopted social technologies. Most said they were using the tools for marketing (57%) and internal collaboration (39%), while almost 30% reported using social technologies for customer service and support:


But despite the broad adoption of social media, measuring its effectiveness lags behind. Only 16% of those polled said they measured ROI for their social media programs:


In addition, more than 40% of respondents didn’t even know whether the social tools they were using were capable of measuring ROI. This means that companies are jumping into the social-media pool without actually accounting for how it will impact their business and what, if any, value it will add.

As of December, about 25% indicated that they had reached the “strategic” phase of their social-media efforts. Those in the strategic phase are significantly more likely than those in earlier phases of the process to measure their success across all objectives. An increase in Web site traffic was the No. 1 goal targeted and measured by all marketers:


Why Measure?

It’s easy to rationalize by saying, “Social media will increase sales” or “Social media will improve customer engagement”, which is probably the case for a lot of brands. But without measuring how these tools work, it’s an uphill battle trying to make them more efficient — how can you improve engagement if you can’t quantify the level and quality of the social interactions you’re already having with your audience?

Companies need to be able to measure the consequences of social media, for better or worse, in order for it to have an impact. But many companies don’t have the faintest idea about where to begin when it comes to measuring the ROI of their social media campaigns and strategies. Measuring social media ROI isn’t impossible, but it can be challenging because many of its components are difficult to track.

As a standard formula, ROI is a pretty basic algebraic equation

ROI = (X – Y) / Y

where X is the gain from your investment and and Y is the cost of your investment. So if you invest $100 and get back $300:

ROI = (300 – 100) / 100 = 2 times your initial investment

For financial purposes, ROI is solely a measure of dollars and cents. But the principles behind it can be applied to any type of investment — including what I like to call Return on Involvement.

2 Great Primers

Social Media ROI, the latest video by Socialnomics, showcases companies that have thrown themselves into social media and gives examples of social media ROI on campaigns. One of the best points made on the Socialnomics blog is that we shouldn’t try to measure social media as if it’s a traditional channel. Erik Qualman, the author of Socialnomics, makes a great analogy: “What is the ROI of your phone?”

(If you’re unable to see the video, you can watch it here.)

And Olivier Blanchard’s presentation, Basics of Social Media ROI, is also a terrific introduction to this topic. It covers covers the definition of ROI, the case for business justification of social media, the actual ROI equation, a step-by-step method for creating a social media ROI proof of concept, and real world no-nonsense advice:

(If you’re unable to see the SlideShare presentation, you can view it here.)

Define Explicit Goals

Before you try to monitor and measure your social media returns, you need to have a clear idea of what you want to accomplish. Having concrete goals and baselines is crucial to calculating your return on investment.

Once you’ve defined your goals, you need to determine the baseline for your levels before starting or changing your social strategy. For example, if your goal is to increase social media mentions of your brand, you need to begin by determining where you stand now in order to quantify the ROI of any actions taken toward that goal going forward. It’s impossible to accurately determine ROI without a baseline.

Some Metrics Tools

ROI is not equivalent to metrics. But traditional Web measures like number of comments, traffic stats, Facebook fans, Twitter followers, etc. are important components of ROI calculation. Pay attention to what the numbers are telling you instead of focusing only on the numbers themselves. Does a spike in Web visitors correlate with higher sales? When people find your Web site via Facebook or Twitter, do they go directly to the e-commerce portion of your site or click on your product pages or elsewhere?

Mashable’s list of 50+ Tools for Measuring Web Traffic reviews packages focusing on real-time tracking and graphical representations of visitor data. Here are a few options for measuring social media:

  • HootSuite: HootSuite is a great Twitter manager that also offers powerful visualizations of link statistics. The click data enables you to see whether clicks translate into impressions or transactions. Graphs show summary and individual tweet stats.
  • Created by CyTRAP Labs GmbH, is a Web-based tool that benchmarks social media campaigns and blogs in real time, helping companies and professionals improve their performance (impact, engagement, etc.). CyTRAP Labs GmbH developed the FT ComMetrics Blog Index, the industry standard for ranking corporate blogs of FT Global 500 and Fortune 500 companies.
  • Omniture: Omniture has quite a few services for companies, including components that track Facebook and Twitter metrics. SiteCatalyst helps increase the relevancy and effectiveness of the latest Web 2.0 tools by optimizing social networking, consumer reviews, blogs, etc.
  • PostRank Analytics: This suite of tools takes top-level data from Google Analytics and layers social media engagement on top of it. You can monitor page views and visitors (PostRank Analytics will pull this data from your Google Analytics account, if you have one), and you can also track “Engagement,” which is an aggregate score based on how many times your content is commented on, how often it’s mentioned on Twitter, how many people bookmarked it using Digg, etc. You can see the comments and messages that contribute to your stats.
  • TweetMeme Analytics: If you use TweetMeme’s retweet buttons on your site, this is very useful. It enables report generation for any story on Twitter to help you analyze the spread of content. It also provides data on the tweets, retweets, clicks, domains, users, and locations with the ability to export the information.

What About Sentiment Analysis?

A metric for Twitter mentions doesn’t mean much if you can’t tell whether those mentions are positive or negative. This is where sentiment analysis comes in. It’s helpful to look at sentiment before changing or implementing a social media strategy and trying to calculate your ROI. Here are some tools to check out:

  • Crimson Hexagon: Crimson Hexagon’s VoxTrot, an enterprise-level tracking tool, is a listening platform that provides companies with actionable insight into consumer opinion of their product, brand, or market. It analyzes social media mentions by identifying statistical patterns in the words used to express opinions on different topics and helps determine customer sentiment toward your brand.
  • Twendz: Waggener Edstrom’s Twendz is a Twitter-mining Web application that leverages Twitter Search to highlight conversation themes and the sentiment of tweets. Tweets are parsed into three categories: negative, neutral, and positive.
  • Viral Heat: Viral Heat is is a social measurement platform that aims to be a one stop shop for understanding social media. It analyzes hundreds of viral video destinations, Twitter, and millions of blogs and Web sites enabling you to track campaign performance. Its analytics can show you the most active tweeter, identify the quantity and percent of retweets, calculate the percentage of tweets with URLs, show you which Web sites and videos people are sharing, etc.

Interpreting the Data

Finding trends and tracking them back to their inception is the key to measuring ROI. After defining your baseline, you need to use the metrics derived from your monitoring tools to determine how they correspond to improved customer retention, higher sales, increased Web site traffic, or whatever your primary goals are.

  • Is sales your key measurement? If your sales have increased, see how many referrers on your e-commerce site come from Twitter or your Web site.
  • Did you give away coupons in conjunction with a Twitter or Facebook campaign? Calculate which sales are directly correlated by quantifying how many of those coupons were used.
  • Do you see any trends? Does traffic to your store rise after posting on your Facebook Page? What about Twitter? Does store traffic correlate with more sales when evaluating that same data? Does a higher sentiment analysis on Twitter lead to more visits or sales?

What’s your take?

Do you measure social media ROI? What tools do you use? Is “ROI” the best terminology for measuring social media’s impact, or should it be called something else? What have you found to be good measures of what works and what doesn’t work when deploying social media as part of your strategy? Please share your thoughts!

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