Top Trends on YouTube

YouTube is a ferocious beast - but I mean that in a positive way.


A search conducted on July 28, 2010 of the 100 Most Viewed videos of all time on YouTube revealed:
Music videos and music parodies or tributes are the most viewed videos in the Top-100. Other popular videos include pets, people doing stunts, automobiles and animation.

Music Videos:
2% in the Top-10
8% in the Top-25
18% in the Top-50
39% in the Top-100

Music Parodies/Tributes:
4% in the Top-10
7% in the Top-25
15% in the Top-50
25% in the Top-100

Animals/Pets:
2% in the Top-10
5% in the Top-25
7% in the Top-50
7% in the Top-100

People/Stunts:
2% in the Top-10
2% in the Top-25
4% in the Top-50
12% in the Top-100

Cars/Autos
0% in the Top-10
0% in the Top-25
3% in the Top-50
6% in the Top-100

Animation/Cartoon:
0% in the Top-10
1% in the Top-25
1% in the Top-50
6% in the Top-100

Commercials/Movie Trailers:
0% in the Top-10
2% in the Top-25
2% in the Top-50
5% in the Top-100

Data collected July 28, 2010

The Top-10 most watched YouTube videos accounted for approximately 252.3 million views.
Videos featured:
Pink Floyd tribute: 36.8 million views
Jon Lajoie – Show Me Your Genitals skit: 32.5 millions views
Michael Buble – Haven’t Met You Yet music video: 28.9 million views
Justin Bieber Tickets (removed by record label): 26.6 million views
Justin Bieber – One Time video (removed by record label): 22.4 million views
Big Spider Tarantula on my hand: 21.9 million views
SNL/Justin Timberlake-Beyonce skit: 21 million views
Michael Buble – Everything music video: 20.9 million views
Sasha the dog cheers for USA: 20.7 million views
Lil Wayne song I Feel Like Dying (not music video): 20.5 million views

Who was featured the most in the Top 100?

Justin Bieber is featured in 9 videos in the Top-100; full music videos or music performances and interviews accounting for 130.6 million views on YouTube.
That’s an average of 14.5 million views per video.

Comedian Jon Lajoie was featured in 3 videos in the Top-100, including the parody “Show Me Your Genitals” ranked at #2.

Michael Buble, Drake, Black Eyed Peas and Bryan Adams all had 2 videos in the Top-100

All together, the Top-100 most watched videos on YouTube accounted for approximately 1.375 Billion views. That’s a staggering 13.752 million views on average per video.

YouTube Statistics:
People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube

You Tube Demographics:
The user base is broad in age range, 18-55, evenly divided between males and females, and spanning all geographies. Fifty-one percent of their users go to YouTube weekly or more often, and 52 percent of 18-34 year-olds share videos often with friends and colleagues.

Using YouTube as a tool for marketing, promotion, public relations and awareness is no longer an option for business. It is a must.

Email Marketing: Get People On Your List

Several years ago when the 'new message' icon used to pop up on your computer screen, it meant you had received a note from an old friend, family member or coworker. Today, more of that form of 'simple' communication is moving to Facebook, Twitter or texting.

As a business owner looking to create stronger relationships with clients and customers, do not forget the power of email marketing.

A new study released by ExactTarget found 58 percent of U.S. online consumers begin their day interacting with companies on email, compared to 20 percent who start their day on search engines and 11 percent on Facebook.

And with the increased number of mobile devices that can send and receive email messages, there is really no boundary to the time and location where you can remind your customers about the benefits of your business. A blog from MediaPost Publications said it best; your customers are your marketers in today's world.

What is email marketing?

In it's simplest form, email marketing is email data-base management. Several companies offer on-line email marketing solutions including the creation and distribution of your own newsletter or eBlast to subscribers. While some people get hung up on giving out personal information such as an email address for fear of being spammed, rest assured that the reputable email marketing companies have a fail-safe method to prevent this type of invasion of privacy. Email marketing is always a permission based subscription service. Once your customer does not want to receive information from you, they have the option to 'unsubscribe' from your list. Most reputable companies offer a simple one-click remedy for this while others make the user jump through several hoops just to be removed from a list. More hoops to jump through - the more upset your clients will be.

How to get started with email marketing

Start with the list of clients and customer who are 'regular' fans of your business. From there, add the names of first time visitors and people you have met at industry events. Encourage people who visit your website and subscribe to your social media site to join your email list. Even a simple piece of paper at a cash register to collect the name and email address of each customer is a great way to add names to your list. The more people on your list, the more valuable your marketing.

What do I send to my subscribers?

A weekly or bi-weekly Newsletter is a great way to stay in touch and remind your customers of special offers, upcoming promotions or special events they are interested in. Your newsletters can also include a video (linked from YouTube) showing a presentation you made at City Hall or a short clip demonstrating a new product or service. The key is to give your subscribers material that will be of interest or a benefit to them. Offer them something (information) first before it is available on any other source.

What else can I do with Email marketing?

Are you interested in sending out a regular email newsletter to your subscribers? Great. There are many companies that can help you.

Are you interested in combining your email marketing with event planning that will track respondents and collect money all online?

Are you interested in combining your email marketing with online surveys that you can send to collect valuable information about a product or service you are offering - without having to use another external source?

If you answered YES to one or any of those last questions, I recommend Constant Contact.

Yes, I am a very satisfied Constant Contact user.

-Darren

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Create Your Own Parade

Several years ago while I was still working in radio, a manager told me "Pick a parade and lead it". Sadly, because of cutbacks, lack of time or fear of failure, many traditional media outlets adhere to that motto. They (traditional media) do not have the time or resources to champion every new cause that is presented to them.
Newspaper outlets have fewer writers and reports available to research new story leads. Television is reducing staff and replacing more local programs with national news programs. And with automation, Radio stations can be staffed with fewer bodies allowing for more 'piped in' or voice-tracked programming.

So how can you create your own parade for the media to notice?

Remember the movie "Field Of Dreams"? Remember that famous line; 'if you build it they will come'?

If you build a big enough 'buzz', traditional media will take notice. Just ask Greyson Chance. Greyson is the 12 year old who posted a video of him performing the Lady GaGa song "Paparazzi" at a school festival. The video has been viewed more than 26 million times and caught the attention of many media personalities including Ellen Degeneres.

As I mentioned before, traditional media does not have the time to interview or talk to everyone who is seeking their attention. Not to worry. You can do this yourself.

Words on paper or on a computer screen are great - but Video is your secret weapon.
We (society) are actively seeking new information about our favorite brands. If we find something new that we like, we are very inclined to share those stories with our friends. For that reason, YouTube has become one of the most used search engines for new content. Type in any phrase on YouTube and there will be a video for that topic.

So, here you are. A business/company/brand with a story to tell. Go ahead - tell it.

Tell me your story.
Tell me about your company.
Tell me about your products.
Tell me why you had to reduce staff and cut services.
Tell me little known facts about your brand without giving away secrets.

Depending on your budget you can do this yourself, or seek help with the many on-line video production companies in your market. Or, simply throw a good HD camera on a tripod and have someone ask you questions (off camera). Create short 3 to 5 minute video clips about your company and tell your story - in your own words.
Once you've posted them on YouTube, link to them on your company website. Share the link on your Blog, Email Newsletter, Facebook, Twitter, LinkedIn - every Social Media outlet that you use. Musicians get this, and are using these techniques to market their products and more importantly - giving their fans a 'back stage' sneak peak, increasing the "wow" factor.

Creating your own parade will take time, but eventually, you will have people lining up to see what the buzz is all about.

Photo: Flikr, courtesy Doug Consul, 1962 Calgary Stampede Parade

Media Interviews: Tips to ensure your message is being delivered

Here is the scenario:
Your phone rings and it is the local newspaper looking for more information on a new product just launched by your company. 20 minutes later after you have hung up the phone you realize you forgot to mention the name of the new product and (gasp) forgot the name of the newspaper that called you. Whoops.

Preparing for your interview can take very little time, but those 30 seconds of preparation will make the difference in the delivery of your key message to the media.

How do you prepare for a media interview?
Here are a few tips and tricks from a Media Coach.

1) Who are you talking to?
Before starting an interview, be sure to get the name of the interviewer and who they are working for. If the person is calling from another city, get their location. Write down the information and keep it in front of you so you don't accidentally thank the wrong person, the wrong media outlet or say the wrong city. Very embarrassing.

2) The clock is ticking
Media outlets are always on a tight deadline. Therefore it is important to show up on time for a scheduled interview, or if they give you 3 minutes to explain your product you should stick to the time allotted. It is always a great idea to ask the interviewer ahead of time how much time they will give you. Respect their time and it will go a long way in ensuring a return visit from the media the next time.

3) Know what you are talking about
What is the product you have just introduced and how will it effect the lives of the consumers? The most effective presentations will avoid technical words or phrases that are not familiar to the general public. Stick to the facts and use real words that people will remember.

4) Speak in short sentences
Media outlets are always looking for the most effective sound byte that best describes the story or situation. In most cases it is a bold statement that is shorter than 15 seconds. Prepare your presentation using short responses - each providing valuable information and promotion about your product.

5) Show off your product
It seems obvious, but if you have just launched a brand new product you had better show it off to the media. You would be surprised how many people forget to put their new product in the spotlight. This could be the unveiling of a new logo, new vehicle, new staff member, etc. Show them off to the media.

6) Big finish
Remembering that you only have 15 seconds or less to make an impact, how will consumers find more information about you? This is where you have to decide to give your phone number, email address or web address. Pick the strongest ONE and stick with ONE. If you are crafty, you will find ways to include mentions of your website, blog, or social media sites within the body of the interview.

If you can master these techniques you will become much more effective in the delivery of your message to the media.

-Darren

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Three Steps For Effective Crisis Management

The massive oil spill in the Gulf of Mexico has quickly become an environmental disaster, one that appears to have caught a few people sleeping on the job.
While Government Officials continue to point fingers, more have become extremely critical of the slow reaction and response from British Petroleum, the operator of the oil rig. Almost two weeks after an explosion sunk the off-shore oil platform, BP is now taking responsibility and beginning the process of damage control.

Has your company been given the proper training in crisis management if it happened tomorrow?

There are three basic rules to remember when controlling a crisis situation.
S: state the obvious and admit to the mistake or crisis
O: offer support and assistance to victims
S: signal the steps your company is taking to correct the mistake

As important for you to understand how to react and respond in a crisis, it is also critical for all staff members to do the same. Who is your company spokesperson?
Only the company spokesperson should be permitted to release information to the media - that means an immediate control of all messages your staff members are broadcasting to the world via social media.

Immediate and responsive actions are vital in times of crisis as they can turn a potentially damaging situation into an ability to demonstrate leadership and strength within your organization.

A few days of Crisis Management training could save weeks, months or years of embarrassment and shame for your company.


-Darren
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Say What You Mean To Say

Have you ever sent an email or said something that was followed by the comment "what do you mean"?

It happens to the best of us.

Messages can be deciphered into many different points. What is lost in an email or text message is tone and direction which is why I am a fan of picking up the phone and talking directly with the person I am trying to glean information from, or to pass along important information.
The key for successful communications is clear direction and core message development.

Here is another example.
Today is April 28 and my home city of Calgary Alberta is bracing for heavy rain and snow (yes I said snow) for the next 48 hours.
What did you hear in that message?

Did you hear that it's going to be cold, wet and miserable in Calgary for the next two days?

Or, did you hear that Calgary is finally going to get some much needed spring moisture?

Effective message delivery to the Media is just as important.

Before broadcasting a message through all forms of media, start with a clear direction (objective) of what you are trying to accomplish. If you are unsure of your key message, you are not ready for your moment in the spotlight.

Are we clear?

-Darren

Media Releases: What Not To Say

Can I tell you a secret?

Never use those words to someone in the media.

As a Media Coach and Consultant, I am often called to assist companies connect with the media and offer coaching and training for a major media event.

While there are many things you should tell the media with either a well written media release or media conference, there are numerous words and phrases that you should not say to the media.

There are so many stories I could tell you (and bore you) about my 25 years in the Media, so I called upon a good friend who has spent even more time in the Broadcast News business.

George Gordon is a Media pro who has spent a lifetime writing, editing and reading News stories. He is currently the owner of Be Heard Communications and the author of "What's Your Story.

I asked George several questions about effective communication with the media.

Question: What should never be said to the media or included in a media release...but still do?
George Gordon: 'No Comment' is the absolute worst and most common thing people say, even if it's not a bad thing they are calling about. You could be missing the opportunity to be "the authority", "expert" or "go-to person".
Stay away from giant words and inside talk or phrases that will make the reader or listener feel left our. And avoid attacks on competitors or antagonists. Speak your trust and it will set you free or at least make you look like a high road rider.

Question: What are the must-haves in an effective media release?
George Gordon: Use power words like 'you' and 'your' when talking about a subject. Use absolute statements, not waffling phrases. Example:
Wrong = "the situation is not so good".
Correct = "It's a BAD situation".

Question: How much does the News Media rely on social media for tips and updates?
George Gordon: Too much and not enough. Those who ignore social media do so at their own peril. One Twitter posting on something going on may not mean a lot but several tweets means you've just been given the heads-up on something going on. Like all tips, they need to be followed up, confirmed and verified.

Question: Do you see News Media and Social Media as competitors or allies?
George Gordon: Ally. Any medium that delivers a message needs to be used. Twitter, Facebook and MySpace should be used carefully as a tool to draw listeners, viewers and readers to your main platform. Using twitter to throw out a teaser about a big story is like throwing out the hook and drawing people to your net before anyone else can get them. Example: "Cop arrested for selling drugs, caught on film. The exclusive story coming up at 10". Today's reality; every medium has a web page with alert functions and the ability to upload video and audio on to a site from their own people or from the people on social media using new wireless devices.


-Darren
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