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YouTube and Video Marketing: An Hour a Day [Paperback]

Greg Jarboe , Suzie Reider
4.5 out of 5 stars  See all reviews (11 customer reviews)


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Book Description

August 17, 2009 0470459697 978-0470459690 1
A complete, task-based guide to developing, implementing, and tracking a video marketing strategy

Online video marketing is crucial in today's marketplace. This guide teaches you proven, practical guidelines for developing and implementing video marketing for your organization.

If you're a marketer, advertising professional, consultant, or small business owner, here's a relevant guide to understanding video marketing tactics, developing a strategy, implementing the campaign, and then measuring results. You'll find extensive coverage of keyword strategies and video optimization, distribution and promotion strategies to other sites and blogs, YouTube advertising opportunities, and crucial metrics and analysis.

  • Written in the popular "Hour a Day" format, which breaks intimidating topics down to easily approachable tasks
  • Covers previously undocumented optimization strategies, distribution techniques, community promotion tactics, and more
  • Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization
  • Examines effective promotional tactics, how to optimize video for YouTube and search engine visibility, and metrics and analytics
  • Includes case studies, additional resources, a glossary, information about creating and editing video, step-by-step guides, and valuable tutorials

YouTube and Video Marketing: An Hour A Day gives you the tools to give your clients or your organization a visible, vital marketing presence online

 



Editorial Reviews

From the Back Cover

Craft Video Marketing Strategies that Deliver

A Step-by-Step Guide
The runaway success of YouTube has made online video sharing a powerful new marketing channel, and this detailed guide helps you create, implement, and measure winning video strategies that provide actionable insights and increase your ROI. Written by a video marketing expert, this comprehensive book also debunks common myths, helps you avoid errors, and energizes you with step-by-step instruction on key tasks and proven techniques.

You'll learn the ins and outs of YouTube and how to develop, deploy, and measure a video marketing strategy—including crucial tips for choosing keywords and optimizing your video for search—with this essential guide.

  • Get to know YouTube as well as MySpace and Yahoo!® Video
  • Use the five Ws (and one H) to ask all the right questions

  • Identify who discovers new videos and why so few go viral

  • Learn how to produce videos and get video production tips

  • Create compelling content worth sharing with the community

  • Set up a YouTube brand channel account and customize it

  • Optimize your video for YouTube and major search engines

  • Build some buzz for your video on other sites and blogs

  • Track, measure, and analyze your video marketing results

  • Discover how Barack Obama and Monty Python use YouTube

You'll also find:

  • Studio tips for creating better video, as well as a glossary and additional resources
  • Real-world "from the trenches" case studies that illustrate successes to learn from and mistakes to avoid

Praise for YouTube and Video Marketing: An Hour a Day

"Whether your budget is zero or tens of thousands of dollars, Greg Jarboe shows you how to get the best bang for your online marketing buck. He takes you beyond basic techniques to professional promotion and advertising strategies—everything you need to market your business on YouTube."
Michael Miller, author, YouTube for Business

"I have no doubt you'll rethink Video Marketing twenty pages into this wonderful book!"
Avinash Kaushik, author, Web Analytics: An Hour A Day

"Greg Jarboe has reported on online video for Search Engine Watch, spoken about how to optimize for search and engage the community at Search Engine Strategies conferences, taught our YouTube and video marketing workshop, and produced more than three hundred videos for SESConferenceExpo's Channel on YouTube. He's compressed four years of experience into his book, debunked a lot of conventional wisdom, lead marketers on a path to gaining actionable insights, and added new case studies I hadn't read before."
Matt McGowan, VP, Publisher, Incisive Media

About the Author

Greg Jarboe is an Internet video marketing and optimization expert. He is President and cofounder of SEO-PR, an award-winning public relations, search engine optimization, and video production company that has worked with such clients as Southwest Airlines, SuperPages.com, The Christian Science Monitor, the Wharton School, Better Homes and Gardens, and Parents magazine. Greg is a frequent speaker at Search Engine Strategies conferences and a regular contributor to the Search Engine Watch blog (blog.searchenginewatch.com). He is a member of the Market Motive faculty and a principal in the ChannelOne Marketing Group. Greg was also profiled as one of 25 successful online marketing gurus in the recent Online Marketing Heroes book.

Product Details

  • Paperback: 504 pages
  • Publisher: Sybex; 1 edition (August 17, 2009)
  • Language: English
  • ISBN-10: 0470459697
  • ISBN-13: 978-0470459690
  • Product Dimensions: 1.1 x 7.4 x 8.9 inches
  • Shipping Weight: 1.7 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #835,297 in Books (See Top 100 in Books)

More About the Author

Greg Jarboe is president and co-founder of SEO-PR, a content marketing agency that offers search engine optimization, online public relations, social media marketing, and video marketing services. SEO-PR's campaigns for Southwest Airlines, the SES Conference & Expo series, the Rutgers Center for Management Development (CMD), and Get City Dealz have won awards for generating measurable results.

Jarboe is the author of "YouTube and Video Marketing: An Hour a Day." He is also a contributor to "Enchantment: The Art of Changing Hearts, Minds, and Actions" by Guy Kawasaki; "Complete B2B Online Marketing" by Maura Ginty and Lauren Vaccarello with William Leake; as well as "Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment" by Eric Greenbereg and Alexander Kates. In addition, Jarboe is profiled in "Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus" by Michael Miller.

Jarboe writes for both Search Engine Watch and ReelSEO. He is a frequent speaker at the SES Conference & Expo series, Pubcon, and the PRSA International Conference. The International Search Summit audience voted him the winner of its first Medallion Speaker Award.

Jarboe teaches Digital Marketing and Social Media Marketing courses in the Rutgers Mini-MBA Program, and he is the Content Marketing faculty chair at Market Motive. He is also a Senior Fellow of the Society for New Communications Research (SNCR).

Prior to co-founding SEO-PR in 2003, Jarboe was the Vice President of Marketing at WebCT, Director of Corporate Communications at Ziff-Davis, Director of Marketing at PC/Computing, and Director of Corporate Communications at Lotus Development Corporation.

Customer Reviews

Most Helpful Customer Reviews
25 of 26 people found the following review helpful
4.0 out of 5 stars YouTube Marketing August 9, 2009
Format:Paperback
When I received YouTube and Video Marketing: An Hour a Day I dove straight into it. I'm a technical person and have been working with Marketers all my life either to build systems or help in presales engagements. As Marketing has is becoming an online experience more and more, it makes sense to arm oneself with knowledge of the various media options. YupTube, like Twitter, LinkedIn and Facebook are become forces to deal with in the online world.

Initially I expected a Step by Step, how-to guide. However as I dug through the book I kept asking myself when I was going to get to the first step. It isn't until halfway in that I started to find some technical aspects of how-to. But even these were not the "here's how" I expected. After completing the book, I initially felt I had not really gotten what I had hoped for.

However, I then reread the book. This time with a marketer's perspective. It reads more like a novel than an procedures manual and has one linger and investigate how others are engaging community and creating effective followings through YouTube Marketing. My opinion changed from a (2) to (4) stars after that insight. If you are looking for a technical step by step of loading videos, skip this book. If however, you want to get a flavor of how ours are being successful marketing with you tube and the elements to build your own campaigns. This is worth the investment and a second reading.
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16 of 17 people found the following review helpful
5.0 out of 5 stars A MUST-READ for any video marketing professional September 8, 2009
Format:Paperback
Unlike some other books on the topic of video marketing, Greg Jarboe really GETS it. You can really tell that Jarboe is a PR-professional that knows what he's talking about. Whereas most books describe YouTube's features one-by-one, his advice is solid-as-rock and genuinely helps in mapping out a video marketing strategy and implementing it on a daily basis. I love his quote that "YouTube is the center of your video marketing strategy, but not the circumference". What Jarboe means by this statement is that you should not ignore other video sharing platforms (e.g. Vimeo, Metacafe, MySpace, Blip, etc.), but use YouTube as the core of your video marketing efforts. For one, ability to embed is universal, allowing yourself or other users to spread your content to other social networks.
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11 of 11 people found the following review helpful
Format:Paperback
"Master Story Teller", that's how I would describe Greg Jarboe, someone I've known in the internet marketing and PR world for several years. Now he's pioneered yet another essential digital marketing channel: online video. In YouTube and Video Marketing: An Hour A Day, Greg has assembled a priceless collection of insights, examples and practical tips for companies that want, that need, to understand how to use video marketing to grow their business. You cannot afford to miss this story."

That's the endorsement I gave Greg's new book based on the pre-published preview copy. I got ahold of a copy of the final book summer 2009 and I thought it very timely to provide a more in-depth review.

As an active participant in the marketing industry ([...]), I see a lot of companies trying to get their arms around what will be the "next big thing" in digital marketing and social media. With YouTube the second most popular search engine after Google, video marketing is a big part of that answer.

What's great about the "An Hour A Day" series from Wiley is that each book is structured around practical tips. Sure, there's mention of a dead terrorist Ventriloquist dummy and Paris Hilton in jail, but you'll also find great background information on the emergence of YouTube as the dominant online video hosting service on the front end and "Mysteries of Online Video Revealed" on the back end. In between, chapters 3-10 offer a day by day, week by week plan for developing and executing a video marketing effort over 8 months that any motivated marketer can follow.

The "guts" of the practical tips in this book start with mapping out a video marketing strategy, finding influencers on YouTube and other video services and a clever reversal of the "old map of mass media".
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13 of 16 people found the following review helpful
3.0 out of 5 stars the proof is in the proofreading April 20, 2010
Format:Paperback
Before reading Greg Jarboe's book I already had an in-depth knowledge of YouTube and online video with a number of successful campaigns behind me. I still learned a lot from the book and am the better for it. Mr. Jarboe certainly spent some time compiling data and examples to help illustrate his points. This made the book much more interesting and useful.

So why only three stars? Firstly, as in most books of this kind, it was artificially bloated. The information would have fit on 100 pages or so. Okay, I can accept that. The publisher wants to make some money, fine.

But what really annoyed me was the prevalence of mistakes, as if it was still in draft stage. Certainly this book was not given a final proofreading. For example on page 290 a paragraph begins with, "-marketing for PC Computering from 1988 to 1991 and then worked for William Ziff, Jr. ..." Not only is this not a sentence and makes no sense, it also has nothing to do with the previous paragraph. There seems to be some text missing from this page and the way it stands it is incomprehensible. On the other side of the spectrum, on page 300 a paragraph begins with, "As you learned in Chapter 7 ..." and then a list of three tips follows. On Page 301 this paragraph repeats itself exactly. There are many other instances of this throughout the book. Some people might think I am being petty, but when I spend $20.00 on a book (actually I spent more since I bought it in Europe) I don't think it is expecting too much that someone read over the manuscript before printing thousands of copies. It gives one the feeling that it was a rush job and not carefully written. Ultimately such blatant errors call into question the veracity of the factual content of the book.

In the end I can't say it's a great book, but I would still recommend it. There are not that many books on the subject anyway and this may very well be the best of the lot.
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Most Recent Customer Reviews
4.0 out of 5 stars They did Good
Its hard to keep up with rapid changes in social media and video marketing.. the book is a good start, but check online forums and help at youtube for updates and more info.
Published on August 13, 2011 by M. Esslinger
5.0 out of 5 stars Excellent & Practical Insight!
Greg does a great job knocking the mystery out of YouTube marketing. His experience is valuable and his practical approach can be applied today. Read more
Published on May 6, 2011 by Mark R Knowles
5.0 out of 5 stars 5 stars for YouTube and Video Marketing, an Hour A Day
YouTube and Video Marketing, an Hour A Day by Greg Jarboe is a very useful tool for any marketing professional in learning how to begin and continue your journey into YouTube... Read more
Published on August 30, 2010 by Navah Kirstein
4.0 out of 5 stars Comprehensive guidebook to online video marketing
Have you seen Blendtec's entertaining "Will It Blend?" videos on YouTube? Founder Tom Dickson throws such items as marbles, running shoes, glow sticks, golf balls and iPhones into... Read more
Published on May 3, 2010 by Rolf Dobelli
5.0 out of 5 stars Great for Small Business Owners!
I own a small business (a grant writing and program evaluation consulting firm). In the last year, I have been increasing the use of social media marketing and reading many books... Read more
Published on April 20, 2010 by Veronica Robbins
4.0 out of 5 stars So you want to YouTube
It starts off very basic and ultimately becomes very detailed about creating, optimizing and promoting videos. I really like the way they broke the steps down into an hour a week.
Published on April 13, 2010 by Nicole
5.0 out of 5 stars Reach the world directly
Online video is a great way for anyone to get the word out about their products and services (or even themselves). Read more
Published on August 11, 2009 by David M. Scott
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