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YouTube for business : online video marketing for any business

著者: Michael Miller
出版: Indianapolis, Ind. : Que, ©2009.
エディション/フォーマット:   書籍 : Englishすべてのエディションとフォーマットを見る
データベース:WorldCat
概要:
Provides information on marketing a business online with YouTube.
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資料の種類: インターネット資料
ドキュメントの種類: 図書, インターネットリソース
すべての著者/寄与者: Michael Miller
ISBN: 9780789737977 0789737973
OCLC No.: 223934912
注記: Includes index.
物理形態: xviii, 265 p. : ill. ; 23 cm.
コンテンツ: Introduction --
How this book is organized --
Conventions used in this book --
Web pages --
Special elements --
There's more online --
Get ready to YouTube --
I. Marketing your business online with YouTube --
1. How YouTube can help you market your business --
A short history of YouTube --
YouTube : the early days --
YouTube launches--and gets acquired --
YouTube today --
Is video right for your business? --
What types of businesses can use YouTube? --
What kinds of videos can you produce? --
Inform and sell --
Educate and sell --
Entertain and sell --
How can you use YouTube to market your business? --
YouTube for brand awareness --
YouTube for product advertising --
YouTube for retail promotion --
YouTube for direct sales --
YouTube for product support --
YouTube for product training --
YouTube for employee communications --
YouTube for recruiting --
The big picture --
2. Developing your YouTube marketing strategy --
What is the purpose of your YouTube videos? --
Who is your customer? --
What does your customer want or need? --
What are you promoting? --
What is your message? --
How does YouTube fit within your overall marketing mix? --
How will you measure the results of your YouTube videos? --
What type of video content is best for your goals? --
Repurposed commercials --
Infomercials --
Instructional videos --
Product presentations and demonstrations --
Real estate walk-throughs --
Customer testimonials --
Company introductions --
Expert presentations --
Business video blogs --
Executive speeches --
Company seminars and presentations --
User or employee submissions --
Humorous spots --
The big picture --
3. Tips for producing more effective YouTube videos --
Tips for creating better-looking videos --
Get the size right --
Shoot for the smaller screen --
Accentuate the contrast --
Invest in quality equipment --
Shoot professionally --
Use two cameras --
Be professional--or not --
Don't just recycle old videos--re-edit them, too --
Consider creating a slideshow --
Hire a pro --
Break the rules --
Tips for improving your video content --
Be entertaining --
Be informative --
Go for the funny --
Keep it short --
Keep it simple --
Stay focused --
Communicate a clear message --
Avoid the hard sell --
Keep it fresh --
Design for remixing --
Tips for generating sales --
Include your Website's address in the video --
Include your URL in the accompanying text --
Link from your profile --
The big picture --
Profile : Blendtec --
Inside Blendtec --
The "will it blend?" campaign --
Low costs, big results --
Advice for other businesses. II. Producing your YouTube videos --
4. Understanding audio/video technology --
Understanding compression --
Understanding video resolution --
Standard versus high definition --
YouTube resolution --
Exploiting lower resolution --
High-quality videos --
Understanding video file formats --
AVI --
DivX --
DV --
Flash video --
H.264 --
MPEG --
QuickTime Movie --
RealVideo --
Windows Media video --
Xvid --
Choosing the right file format for YouTube --
Converting existing videos to YouTube format --
The big picture --
5. Shooting Webcam videos --
Understanding Webcam video --
When a Webcam makes sense --
Creating a video blog --
Reporting from the road or special events --
Responding to immediate issues --
Capturing customer testimonials --
Tips for shooting an effective Webcam video --
Make it immediate --
Keep it simple --
Watch the lighting --
Minimize the background noise --
Uploading Webcam video to YouTube --
Uploading Webcam video files --
Uploading live Webcam video --
The big picture --
6. Shooting semi-pro videos --
Understanding consumer video equipment --
How camcorders work --
Examining camcorder formats --
Choosing a camcorder --
Prosumer and high definition camcorders --
Selecting essential accessories --
Building a computer for video editing --
When a semi-pro video makes sense --
Video blogs --
Executive messages --
Product demonstrations --
On-the-scene reports --
Shooting a semi-pro video --
Shooting in the office --
Shooting outside the office --
Transferring videos to your PC for editing --
Transferring from a digital camcorder --
Transferring from an analog camcorder --
Tips for shooting an effective semi-pro video --
Shoot digitally --
Keep the proper resolution in mind --
Use a tripod --
Lighting matters --
Use an external microphone --
Watch the background --
A little movement is good ... --
... but too much movement is bad --
Shoot from different angles --
Close-ups are good --
Don't center the subject --
Shoot to edit --
Use a teleprompter --
Dress appropriately --
The big picture 7. Shooting professional videos --
Why create a professional video for YouTube? --
Advantages of professional videos --
Disadvantages of professional videos --
What makes a professional video professional --
Shooting in the studio --
Shooting in the field --
Preparing for a professional video shoot --
Make friends with makeup --
Learn your shooting angles --
Wait for the lighting --
Prepare for multiple takes --
The big picture --
8. Editing and enhancing your videos --
Choosing a video-editing program --
Tier one : free programs --
Tier two : inexpensive programs --
Tier three : mid-range programs --
Tier four : high-end programs --
Using a video-editing program --
Editing together different shots --
Inserting transitions between scenes --
Inserting titles and credits --
Creating other onscreen graphics --
Adding background music --
Getting creative with other special effects --
Converting and saving video files --
The big picture --
Profile : Charles Smith Pottery --
About Charles Smith and his pottery --
Selling pottery via YouTube --
Making educational videos--
Advice for other businesses. III. Managing your YouTube videos --
9. Uploading your videos to YouTube --
Uploading Videos from your computer --
Starting the upload process --
Entering information about your video --
Selecting the video to upload --
Uploading the video --
Editing video information --
Removing a video from YouTube --
The big picture --
10. Creating a YouTube presence --
Working with channels --
Viewing a channel profile --
Personalizing your YouTube channel --
Managing your channel's video log --
YouTube channel marketing --
Working with groups --
Joining an existing group --
Creating a new group --
Working with friends and contacts --
Adding a friend to your list --
Sending messages to your friends --
Reading messages from other users --
Dealing with viewers and viewer comments --
Enabling comments, video responses, ratings, embedding, and syndication --
Approving comments and video responses --
Dealing with negative comments --
Removing viewer comments and responses --
Blocking members from leaving comments --
Unsubscribing users from your channel --
Responding to negative comments --
The big picture --
11. Incorporating YouTube videos on your own Website --
Adding YouTube video links to a Web page --
Linking to an individual video --
Linking to your YouTube channel--or list of videos --
Embedding YouTube videos in a Web page --
Embedding a basic video --
Customizing the embedded video player --
Embedding a video list in your Webpage --
The Big picture --
Profile : Annette Lawrence, ReMax ACR Elite Group, Inc. --
Welcome to Annette's world --
Promoting real estate the YouTube way --
Producing an effective real estate video --
Promoting the videos --
Advice to other businesses. IV. Working with YouTube video blogs --
12. Managing a video blog --
What a video blog is--and why you need one --
Creating and maintaining a video blog --
Creating the vlog --
Creating vlog posts --
Adding YouTube videos to your blog or vlog --
Configuring YouTube for your blog --
Posting a video to your blog --
Managing your video blog --
The big picture --
13. Integrating text blogs and video blogs --
Communicating with your customers online --
Your people are your message --
Expanding your message across the Web --
Syndicate! --
Link! --
Promote! --
Be social! --
Make your blog/vlog search friendly --
Post your videos on multiple sites --
What makes a good video blog? --
Managing a multiple-channel online marketing mix --
Converting viewers to paying customers --
The big picture --
Profile : Stone Brewing Company --
Welcome to the world of Stone Brewing Company --
Promoting the company via a video blog --
The making of a video blog --
Advice to other businesses. V. Promotion and monetization --
14. Tracking performance --
Why tracking is important --
Fine-tuning your efforts --
Measuring effectiveness --
Planning future activities --
Tracking basic viewership --
Gaining insight --
Insight views --
Insight popularity --
Insight discovery --
Tracking effectiveness --
Tracking interactivity --
Tracking traffic --
Tracking direct sales --
The big picture --
15. Promoting your YouTube videos --
Start with great content --
Entertain, inform, or educate --
Target your content --
Optimize your tags --
Write a compelling title --
Pick the best thumbnail image --
Take advantage of YouTube's community features --
Sharing with friends --
Broadcasting bulletins --
Use email marketing --
Reach out to the blogosphere --
Post to other Web forums --
Work the social networks --
Run a contest --
Promote traditionally --
Upload to other video-sharing sites --
The big picture --
16. Generating revenues from your YouTube videos --
Directly selling products and services --
Create a video with value --
Direct viewers to your Website --
Close the sale on your Website --
Selling advertising around embedded videos on your own Website --
Embedding videos on your Website --
Adding click-through advertising --
Using Google AdSense --
The big picture --
Profile : D-Link --
D-link meets the Web --
YouTube as part of the online marketing mix --
Impacting sales --
Different types of videos --
Advice for other businesses --
Index.
責任者: Michael Miller.
その他の情報:

概要:

To any businessperson or marketing professional, YouTube's 20 million viewers are a tempting target. This text shows readers how to make YouTube part of their online marketing plan and drive traffic  続きを読む

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schema:description"V. Promotion and monetization -- 14. Tracking performance -- Why tracking is important -- Fine-tuning your efforts -- Measuring effectiveness -- Planning future activities -- Tracking basic viewership -- Gaining insight -- Insight views -- Insight popularity -- Insight discovery -- Tracking effectiveness -- Tracking interactivity -- Tracking traffic -- Tracking direct sales -- The big picture -- 15. Promoting your YouTube videos -- Start with great content -- Entertain, inform, or educate -- Target your content -- Optimize your tags -- Write a compelling title -- Pick the best thumbnail image -- Take advantage of YouTube's community features -- Sharing with friends -- Broadcasting bulletins -- Use email marketing -- Reach out to the blogosphere -- Post to other Web forums -- Work the social networks -- Run a contest -- Promote traditionally -- Upload to other video-sharing sites -- The big picture -- 16. Generating revenues from your YouTube videos -- Directly selling products and services -- Create a video with value -- Direct viewers to your Website -- Close the sale on your Website -- Selling advertising around embedded videos on your own Website -- Embedding videos on your Website -- Adding click-through advertising -- Using Google AdSense -- The big picture -- Profile : D-Link -- D-link meets the Web -- YouTube as part of the online marketing mix -- Impacting sales -- Different types of videos -- Advice for other businesses -- Index."@en
schema:description"Introduction -- How this book is organized -- Conventions used in this book -- Web pages -- Special elements -- There's more online -- Get ready to YouTube -- I. Marketing your business online with YouTube -- 1. How YouTube can help you market your business -- A short history of YouTube -- YouTube : the early days -- YouTube launches--and gets acquired -- YouTube today -- Is video right for your business? -- What types of businesses can use YouTube? -- What kinds of videos can you produce? -- Inform and sell -- Educate and sell -- Entertain and sell -- How can you use YouTube to market your business? -- YouTube for brand awareness -- YouTube for product advertising -- YouTube for retail promotion -- YouTube for direct sales -- YouTube for product support -- YouTube for product training -- YouTube for employee communications -- YouTube for recruiting -- The big picture -- 2. Developing your YouTube marketing strategy -- What is the purpose of your YouTube videos? -- Who is your customer? -- What does your customer want or need? -- What are you promoting? -- What is your message? -- How does YouTube fit within your overall marketing mix? -- How will you measure the results of your YouTube videos? -- What type of video content is best for your goals? -- Repurposed commercials -- Infomercials -- Instructional videos -- Product presentations and demonstrations -- Real estate walk-throughs -- Customer testimonials -- Company introductions -- Expert presentations -- Business video blogs -- Executive speeches -- Company seminars and presentations -- User or employee submissions -- Humorous spots -- The big picture -- 3. Tips for producing more effective YouTube videos -- Tips for creating better-looking videos -- Get the size right -- Shoot for the smaller screen -- Accentuate the contrast -- Invest in quality equipment -- Shoot professionally -- Use two cameras -- Be professional--or not -- Don't just recycle old videos--re-edit them, too -- Consider creating a slideshow -- Hire a pro -- Break the rules -- Tips for improving your video content -- Be entertaining -- Be informative -- Go for the funny -- Keep it short -- Keep it simple -- Stay focused -- Communicate a clear message -- Avoid the hard sell -- Keep it fresh -- Design for remixing -- Tips for generating sales -- Include your Website's address in the video -- Include your URL in the accompanying text -- Link from your profile -- The big picture -- Profile : Blendtec -- Inside Blendtec -- The "will it blend?" campaign -- Low costs, big results -- Advice for other businesses."@en
schema:description"II. Producing your YouTube videos -- 4. Understanding audio/video technology -- Understanding compression -- Understanding video resolution -- Standard versus high definition -- YouTube resolution -- Exploiting lower resolution -- High-quality videos -- Understanding video file formats -- AVI -- DivX -- DV -- Flash video -- H.264 -- MPEG -- QuickTime Movie -- RealVideo -- Windows Media video -- Xvid -- Choosing the right file format for YouTube -- Converting existing videos to YouTube format -- The big picture -- 5. Shooting Webcam videos -- Understanding Webcam video -- When a Webcam makes sense -- Creating a video blog -- Reporting from the road or special events -- Responding to immediate issues -- Capturing customer testimonials -- Tips for shooting an effective Webcam video -- Make it immediate -- Keep it simple -- Watch the lighting -- Minimize the background noise -- Uploading Webcam video to YouTube -- Uploading Webcam video files -- Uploading live Webcam video -- The big picture -- 6. Shooting semi-pro videos -- Understanding consumer video equipment -- How camcorders work -- Examining camcorder formats -- Choosing a camcorder -- Prosumer and high definition camcorders -- Selecting essential accessories -- Building a computer for video editing -- When a semi-pro video makes sense -- Video blogs -- Executive messages -- Product demonstrations -- On-the-scene reports -- Shooting a semi-pro video -- Shooting in the office -- Shooting outside the office -- Transferring videos to your PC for editing -- Transferring from a digital camcorder -- Transferring from an analog camcorder -- Tips for shooting an effective semi-pro video -- Shoot digitally -- Keep the proper resolution in mind -- Use a tripod -- Lighting matters -- Use an external microphone -- Watch the background -- A little movement is good ... -- ... but too much movement is bad -- Shoot from different angles -- Close-ups are good -- Don't center the subject -- Shoot to edit -- Use a teleprompter -- Dress appropriately -- The big picture 7. Shooting professional videos -- Why create a professional video for YouTube? -- Advantages of professional videos -- Disadvantages of professional videos -- What makes a professional video professional -- Shooting in the studio -- Shooting in the field -- Preparing for a professional video shoot -- Make friends with makeup -- Learn your shooting angles -- Wait for the lighting -- Prepare for multiple takes -- The big picture -- 8. Editing and enhancing your videos -- Choosing a video-editing program -- Tier one : free programs -- Tier two : inexpensive programs -- Tier three : mid-range programs -- Tier four : high-end programs -- Using a video-editing program -- Editing together different shots -- Inserting transitions between scenes -- Inserting titles and credits -- Creating other onscreen graphics -- Adding background music -- Getting creative with other special effects -- Converting and saving video files -- The big picture -- Profile : Charles Smith Pottery -- About Charles Smith and his pottery -- Selling pottery via YouTube -- Making educational videos-- Advice for other businesses."@en
schema:description"IV. Working with YouTube video blogs -- 12. Managing a video blog -- What a video blog is--and why you need one -- Creating and maintaining a video blog -- Creating the vlog -- Creating vlog posts -- Adding YouTube videos to your blog or vlog -- Configuring YouTube for your blog -- Posting a video to your blog -- Managing your video blog -- The big picture -- 13. Integrating text blogs and video blogs -- Communicating with your customers online -- Your people are your message -- Expanding your message across the Web -- Syndicate! -- Link! -- Promote! -- Be social! -- Make your blog/vlog search friendly -- Post your videos on multiple sites -- What makes a good video blog? -- Managing a multiple-channel online marketing mix -- Converting viewers to paying customers -- The big picture -- Profile : Stone Brewing Company -- Welcome to the world of Stone Brewing Company -- Promoting the company via a video blog -- The making of a video blog -- Advice to other businesses."@en
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