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Index Note to the Reader: Throughout this index boldfaced page numbers indicate primary discussions of a topic. Italicized page numbers indicate illustrations.

Partner Program. See partners “Apple iMovie Tutorial - How to Edit A and Partner Program Your ” video, 270 ABC channel page, 187, 188 PBS, 305–307, 305–306 Apsolon, Mark, 276–277 Account Type field, 173 pre-rolls, 334–336, 336 “Are You a Movie Mash-up accounts Promoted , 323, 324, Mixmaster with Muvee?” brand channels, 179–180 333–334 video, 279 creating, 172–174, 172 Showtime, 307–309, 308–309 “Argument Clinic” video, 397, 397 defined, 448 Squeegees channel, 313–315, Arlitt, Martin, 102 types, 174, 448 313–314 Armstrong, Gary, 71 ACE (Adaptive Campaign Engine), 312 Advertising Research Foundation Asian Tsunami, 7 Achmed the Dead Terrorist, 129 (ARF), 82 “Ask A Ninja Question 1 ‘Ninja Mart action axis, 448 AdWords Keyword Tool, 90–91, 94 Store’“ video, 19, 448 Active Sharing “: Hyborian Adventures” aspect ratios defined, 448 video, 331–332, 331 homepage video , 319 459

purpose, 281 Akon, 231–232, 423 videos, 274 ■

Acton Minutemen, 211–213, 211, “Akon - ‘Don’t Matter’“ video, 232 Asterias web crawler, 2 Index 243, 244 “Akon ‘I’m So Paid/Right Now (Na astroturfing, 252 Ad Age, 358, 358 Na Na Na)’ on YouTube Live” at-home viewing, 36 Adamson, George, 150 video, 231, 231 at-work viewing, 36, 38 Adamson, Joy, 150 “Akon’s Con Job”, 232 Attack of the Show!, 132 Adaptive Campaign Engine (ACE), 312 Alarcon, Camille, 253 Audience Demographics feature, 352 adCenter Labs keyword forecast, 93 Albert and Bauer, 278 Audience Geographics feature, 352 “Add video annotations - YouTube Albright-Hanna, Kate, 384, 386, 388 audiences Help Center” video, 270, 271 All Time link, 56 attention span study, 268, 268 Adobe Audition, 265 Allen, George, 20 behavior data, 363–365, 364 Adobe Premiere Pro editing “Allen Iverson training” video, 118 TubeMogul data, 351–352, 352, software, 285 “Allen’s Listening Tour” video, 20, 76 355–356, 355 adoption rates, 23, 28–29, 29 Allison, Julia, 143 audio AdSense accounts, 236, 293, 295 “Amazing Ball girl” catch video, 42 homepage video ads, 319 Advanced Design Customization, .com, 321–322 natural, 264–266, 265 185, 186 American Gladiators channel, 297, 297 AudioSwap tool, 448 Adventures of Buckaroo Banzai “America’s Next Cooking Celebrity” Auletta, Ken, 158 Across the Eighth Dimension, 37 contest, 58–60, 59 automated viewing systems, 100 Advertiser Perceptions, Inc. study, 416 analytics avatar,aka channel icon, 448 advertisers, 79–81 Brightcove, 309 “Avril Lavigne - Girlfriend” video advertising, 289. See also marketing Analytics, 371–372, 371 most viewed, 52, 76 with video Analytics by Keyword tool, 353 as professional production, 158 alternatives, 304 Anburajan, Aswini, 378–380 views, 35–36, 100 case studies, 328 Anderson, Laurie, 8 AvrilBandAids, 100 click-to-buy, 321–322, 322,COPYRIGHTED “Angels & Demons” , 323,MATERIAL Ayres, Nick, 242 332–333, 333 329, 329 as content, 42 animal videos defined, 456 “Battle at Kruger”, 43, B evaluating, 317–318 132–134, 133 Background Color setting, 185–186 HBO, 315–317, 315–316 partnerships, 80 background for channels, 174–175, homepage video ads, 318–320, annotations 185–186 329–331, 329 defined, 448 Background Image field, 174 Hyboria, 331–332, 331 video, 270–272, 271 Backstage 101 online learning center, in-stream ads, 324–326, 325–327 Antonick, Robin, 113 135–136, 136 InVideo Ads, 320–321, 321, AOL Video, 2, 18 Backstreet Boys, 418 331–332, 331 Apatow, Judd, 228 Bahner, Adam Nyerere, 138 Mondo Media, 309–312, 310–312 APIs “Balloon Bowl” video, 448 Monty Python channel, Brightcove, 309 Banks, Elizabeth, 101 332–333, 333 developer, 450

59690bindex.indd 459 7/1/09 3:22:15 PM banners “Bigger isn’t always better... but in brand exposure, 362–363, 362 channel page, 179–180, 183 this case, we believe it” video, brand identification, 156 video page, 184–185 261, 261 branding box, 182, 191–192, 191 “: My Plans for “Biggest Online Dance Battle in Branding Options page, 185, 200 2008” video, 378, 379 The History of Mankind!” Breaking Ten feature, 265 “Barack Obama on Health Care” video, 149 Brightcove video, 387 Bilimoria, Zal, 331 HBO website, 316 BarackObamadotcom channel Billiam the Snowman, 61, 62 optimizing for, 111–112 focus on, 387–388 “Birds and the Biz” video, 50 Showtime website, 307–309, 308 format rules, 386 Blame Society Films, 419 TubeMogul partnership, 356 “Iowa Caucus Victory “BLASSREITER Episode 1” Brightcove Alliance, 112 Speech”, 380 video, 273 Brightcove Basic edition, 309 launching, 62 Bleeker, Andrew, 389 Brightcove Enterprise edition, 309 “Obama Speech: ‘A More Perfect “Blending Marbles” strategy, 402 Brightcove Pro edition, 309 Union’“ 382, 382 Blendtec ad campaign, 398–405, Britain’s Got Talent, 244–245 subscribers, 379 399–405 British Expedition, 232, 233 views, 83, 377–378, 378, 383 “Blind Men and the Elephant” (Sax), British monarchy video, 43 Barely Digital, 143 16–17 Broad Match tool, 91 Barely Political, 142–143, 419 “Blind Painter” video, 449 Brookers, 4 Barrett, Rob, 59–60 blinkx Brotherhood 2.0 project, 189, 189 Bartel, Clarus, 100 founding, 2–3 Brown, Glenn, 332 Basic Box properties, 186 optimizing for, 107–109, 107 Brownback, Sam, 60 460 Battelle, John, 291 SES overview, 9–10 Bruceclay.com, 431, 431

■ “Battle at Kruger” video video distribution to, 204, 204 Bryant, Kobe, 362

awards, 132–134, 133 Blocked Users page, 449 Bubba J, 129 defined, 449 blocks, 449 Buckley, Michael

i n d e x views, 43, 132–134, 133 , 232–236, 235–236, 456 advertising income, 291 as , 126–127 “ Burnham ‘Welcome to YouTube’ awards, 102–103, 103 Battle of , 338 performed on YouTube Live earnings, 408–409 Bauman, Eric, 354–355 ‘08” video, 226–227, 227 views, 83 Baumann, Greg, 356 boburnham channel, 195, 196 at YouTube Live, 423 BBC Worldwide, 273 Boing Boing, 113 Budzinski, David, 133 “Beam me up, YouTube!” post, 324 Boland, John, 306 buffering, 449 Beardyman, 423 boom camera technique, 262 bulletins, 449 Bebo network, 241 Border Color setting, 186 bulletins box, 198 BeforeAndAfterTV channel, 270 Born Free, 150 Burch, David, 268 behavior analysis, 363–365, 364, 366 Boston.com, 363–364, 364 Burnham, Robert “Bo”, 226–228, Bell, Brian, 152 Boston Globe, 363–365 227, 423 benchmarking in Google “Boston Red Sox - ‘Greatest Day’ - Burt, Ronald S., 416 Analytics, 372 Yankees Choke” video, Bush, George W., 15 Berra, Yogi 215, 215 “Business Models for Realities: The on destinations, 77 Bourke, Anthony “Ace”, 150 Newspapers Industry’s Video on observation, 123, 147, 446 Boxing Day Tsunami, 7 SEO Opportunity” (Crowell), Best Commentary award, 19 Boyle, Susan, 244–246, 364–365 Best in Jest, 419–420, 419 244–245, 360 BuzzLogic, 366 Best Series award, 19 BradOFarrell channel, 368 BetterRecipes.com site, 58–60, 59 brainstorming for keyword Beverly Hills 90210, 80 suggestions, 88–90, 89 C “Beverly Hills 90210 - Parts 1 brand channels, 178–179, 178 “Call for Help” program, 279 and 2” video, 326, 326 accounts, 179–180 “Call Me” ad, 143 “Beyonce - Single Ladies (Put A Ring channel information box, 189– calls to action, 319, 321 On It)” video, 320, 321 191, 189 camcorders BHG.com, 206, 206 color, 185–187, 186 defined, 449 Biden, Joe customization options, 198–200 guidelines, 281–283, 282 Halloween pumpkin carving, designing, 180–183, 181 reviews, 277–278, 278 206, 207 featured videos, 182, 187–189, 188 camera techniques, 262–263, 263 videos, 60, 63 page boxes, 191–198, 191, campaign comparisons in Google “Big Switch by Nicholas Carr” 193–195 Analytics, 371 video, 119, 119–120 page content, 187 band, 100 “Big Switch: Rewiring the World, page layout, 183–184 captdeaf channel, 272 from Edison to Google” (Carr), Partner Program, 297–300, 298 captions, 272–273, 272, 449 119, 239 video page, 184–185, 184 CaptionTube, 281

59690bindex.indd 460 7/1/09 3:22:15 PM Caraeff, Rio, 291, 407 “‘’ Original Song by Burnham, Bo, 226–228, 227 Carl Zeiss optics, 283 ” video, 137–138, comments, 214–215, 215 Carlson, Nicholas, 152 137, 449 contests, 217–219, 218 Carnegie Mellon University, 80 “Chris Crocker - LEAVE BRITNEY “Disgusting Dominos People”, Carousel application, 299 ALONE” video, 140, 140 247–249, 248–249 Carr, Nicholas, 119–120, “Chris Crocker - This & that” eBay auctions videos, 238, 239 119–120, 239 video, 139 marketing best practices, Carroll, Jill, 113–114, 114, 431 Christian Science Monitor, 364 239–240, 240 Carrozza, J. L., 132 Christian, The Lion at World’s groups, 219–220, 221 categories End, 150 guidelines, 213–214, 214, 444 Channels tab, 56 “christian the lion” video, , 249–252, 250–251 defined, 449 149–151, 150 MythBusters, 229–231, 230 Live Search Video, 110 “Christmas Broadcast 1957” Paul Revere’s ride, 210–213, in titles, 98 video, 43 211–212 videos, 417–421, 418–421 Christopher, Joe, 118, 120 Perry, Katy, 225–226, 225 Videos tab, 52 “Chronicles of Narnia Rap”, 12–13 responses, 216–217, 216–217 viewer statistics, 33–34, 34 Chrysler 300, Spin it Your Way Satriani, Joe, 228–229, 228 “Caucus Night: Barack in Ankeny” contest, 302 social media marketing tips, video, 385 Chu, Jon M., 423 240–242, 242 CBS channel, 192, 193 Churchill, Winston, 111, 338 social network page videos, CBS partnerships, 80, 324, 420 Chute!, 132 236–238, 237 celebrities, optimizing video for, Cicierega, Neil Stephen, 131–132 “Twouble with ”, 118, 118 CleanMyRide.org, 346 246–247, 246–247 461 ■

“Chad Vader - Day Shift Manager Cleese, John, 391 viral marketing, 243, 244 #1” video, 47, 47 click-to-buy website videos, 232–236, Index Chaffin, Joshua, 14 introduction of, 81 235–236 Chan, Tracy, 339–341, 349 overview, 321–322, 322 YouTube Live highlights, Chandratillake, Suranga, 9–10 Click: What Millions of People 224–225, 224 Channel Colors setting, 185 Are Doing Online and Why It YouTube team, 220–223, Channel Design page, 175 Matters (Tancer), 412–414 222–223 Channel Info link, 177 clickstream analysis, 413 Guidelines, 79, 450 channel info module, 180 Clinton, Hillary Rodham, 377 Community Help Forums, 60 channel information box, 3 A.M. phone call ad, 385, 385 Community Rankings, 69 189–191, 189 attack video, 353–354 Community Rewards, 69 channel links, 182 Iowa caucus results, 380 Community tab, 57–60, 58–59, channels, 169 video emphasis, 381 444, 450 accounts for, 172–174, 172 videos by, 41, 60, 374 companions in InVideo ads, 321 background, 174–175 close-ups, 164, 449 “Company History” page, 7 banners, 179–180, 183–184 CNET, 273 compelling video content, 76–77, brand. See brand channels CNN/YouTube debates, 61 157–160, 159 center vs. circumference, 170 Colbert, Stephen, 15, 22 competitive intelligence, 369–370, 370 customization, 77, 177–178 Colbert Report, 34 composition, 450 defined, 449 college partners, 417 compression, 450 design, 176–177 color comScore information home pages, 176 brand channels, 185–187, 186 competitor data, 369 keywords based on, 90 channel background, 175 demographic data, 415 setup overview, 170–172, 171 “Com.puter.TV” video, 278, 278 Hulu viewer data, 420 video distribution, 200–207, Comedian accounts, 174, 449 market share data, 77, 86, 201–203, 205–206 comedy and humorous videos, 33–34 201, 432 Channels tab, 54–57, 55–57, 449 Comicless, 281 Metacafe site, 67 Chapman, Graham, 391 comments mobile video, 427 “ - again!” brand channels, 197–198 MySpace Video data, 69 video, 129–131, 130, 158 defined, 450 search activity definition, 17 Chaudhary, Arun memes in, 368 search data, 75 interview with, 83, 384–391 recent comments box, 199 data, 416 OFA activities, 378–381 on videos, 214–215, 215 video length, 40 Chen, Steve, 7 comments box, 197–198 videos per viewer data, 65, 200 CHIC.TV partnerships, 419 communication channels, 77 view data, 3, 37, 37, 111 Chocolate Rain (Tay Zonday) Community Auditions, 69 view length data, 421 as celebrity, 88 community engagement, 78–79, 209 viewers study, 30 in “Pork and Beans” video, 4 Akon, 231–232 Yahoo! Video data, 65 at YouTube Live, 224, 423 Boyle, Susan, 244–246, 244–245 YouTube share, 24

59690bindex.indd 461 7/1/09 3:22:15 PM Congressional YouTube Darbyshire, C. Covert, cartoon, 376 Disney-ABC Group channels, 424 Darling, Jennifer, 60 ad-supported channels, 187 connect box, 180 dashboards, 373–374 Hulu connection, 251–252, 316 Consumerist, 248 Data Export feature, 351 partnerships, 418 contact lists, 450 feature, 351 Squeegees, 313–314 Content Identification and Date of Birth field for accounts, 173 Disney Media Networks, 187 Management System (CID), date slider in , 372 Disney Parks channel, 298 302–303, 304, 450 Davis, Bette, 30 distribution Content Verification Program, 450 Davis, Captain, 243 Brightcove, 308 contests Davis, Isaac, 213 Video Placement Multiplier, creating, 217–219, 218 Dawes, William, Jr., 212–213, 359, 359 defined, 450 232–233, 243 videos, 200–207, 201–203, overview, 58–60 Dear Diary film, 313 205–206 partners, 182, 300–302, 301 DeBevoise, Philip, 332 DIY Dashboard software, “Top This TV” Challenge, 43 decoding in communications 373–374, 373 contests box, 198 process, 72 DIY videos, 34 converters, video, 286–287, 287 Delicious, 99 Dodd, Chris, 60 cooking4dads channel, 59 Democratic debate, 61–62 Dodson, Andrew, 218 Cornish, Glen, 275–276, 275 demographics data dolly camera technique, 262 Cortese, Amanda, 207 comScore, 415 Domino’s Pizza, 247–249, 248–249 cost-benefit analysis in Partner Insight, 346–347, 347 Donen, Stanley, 158 Program, 295–297, 296–297 demonstrations, 135 Donovan, Mark, 427 462 Couzin, Gradiva, 88, 104–105 Denters, Esmee, 140–142, 141, “Dove Evolution” video, 43

■ Cowell, Simon, 245 224, 423 Downhill, Fionn, 129

Cozza, Matt, 218–219 depth of field, 450 Doyle, Patrick, 248 crane camera technique, 262 descriptions “Dr. Amy Gutmann, Penn’s

i n d e x “Crank That (Soulja Boy)” song, 135 defined, 450 President, on increasing access” “Crave: Do You Crave the iPhone guidelines, 444 video, 117, 117 3G” video, 273 optimizing, 97–98 Driscoll, Ed, 266–267 “Cream of the Crop” blending design Dueling Cavalier, 159–160 playlist, 404, 404 brand channels, 180–183, 181 Dunham, Jeff, 128–129, 128 credit in titles, 98 channels, 176–177 Dunkin’ Donuts, 298 “Crisis forces Domino’s to revamp defined, 450 DVD sales for Monty Python social media plan” (Zerillo), 248 destinations in Partner Program, channel, 391–397, 392–394, Crispin Porter and Bogusky (CPB), 248 297–300, 298 396–397 critical mass, 8, 9, 21–22, 21 developer APIs and RSS, 450 Dylan, Jesse, 157 Crocker, Chris, 139–140 dialogue/conversation, 42 dynamic delivery in Brightcove, 308 Cross-Site Analytics feature, 351 Dickson, Tom, 398, 402 Dynamic Logic, 335 Cross-Talk ads, 329–330 “Did You Know; Shift Happens - Crowell, Grant, 364–365 Globalization; Information Cruikshank, Lucas, 163, 429–430 Age” (Fisch), 447–448, 447 E Cullen, Mathew, 152 “Diet Coke + Mentos” video, e-commerce tracking in Google Cullum, Leo, cartoons, 339, 412 12, 158 Analytics, 372 Cuomo, Rivers, 152 diffusion networks, 8 earlier adopters, 28 Current company, 247 Diffusion of Innovations (Rogers) Eastbound & Down series, 315–316, current events, 24 adoption rates, 23, 28–29, 29 315–316 custom reports in Google hypodermic needle model, 26 eBaum’s World, 354 Analytics, 371 opinion leaders, 8, 210 eBay auctions videos, 238, 239 Custom Video Groupings feature, 351 Digg network, 241 Edge event, 42 cutaways, 165, 450 program, 357 editing software, 284–286, 285 Cutts, Matt, 240 Digital Video Committee, 82 Editors’ Picks, 451 CyberLink PowerDirector 7 Ultra Director accounts education partners, 80 editing software, 285, 285 defined, 451 educational videos, 34 Cyrus, Billy Ray, 148 options, 174 Edwards, John, 60, 380 Cyrus, Miley, 48, 48 Truveo, 110, 205–206, 205 effective monetization, 295 Discovery tab, 87, 345–346, 345, 444 Egelko, Bob, 294 “Disgusting Dominos People” video, eHow.com, 287 D 247–249, 248 80-–20 rule, 32 Daily Show, 34 “Disgusting Dominos People - “802.11n Wifi by Marvell” video, 116 , 5, 70–71, 70 Domino Responds” video, 249 election campaign, 377–383, 378–379, Dancing 2006 video, 154 Disney, 104 381–382

59690bindex.indd 462 7/1/09 3:22:15 PM , 80, 303 favorites module, 183 forums, 60 Elephant’s Child (Kipling), 27–28 featured videos .org, 138 Email Address field for accounts, 173 brand channels, 179, 182, 4chanPeople, 417 email marketing best practices, 187–189, 188 frame rate, 274 239–240, 240 defined, 451 framing, 451 Email Options page, 179 home page, 49–50, 50 Fred, 224, 423 eMarketer, 440 feedback in communications “Fred Goes Swimming” video, 429 category data, 33, 34 process, 72 “Fred Goes to the Dentist” video, 429 viewers data, 30, 30 Feldmann, Linda, 41, 379 “Fred Loses His Meds” video, Embed Code Customizer, 234 Felux, Shane, 315 163–164, 163, 429 Embedded Player section, 346 FFMPEG tool, 286 “Free Hugs Campaign” video, 3, 451 embedded videos Figglehorn, Fred, 163, 429–430, 429 free term, 451 defined, 451 filenames, 104 Freidkin, Don, 158–159 guidelines, 444 film & animation partnerships, 80 “Freshburst Surprise” video, 220, 221 Partner Program, 295 Final Cut Pro editing software, 285 friends box, 199 “Embedding YouTube Videos” “First , Dorkiness Prevail” friends/friend invitations, 451 video, 270 video, 19 “Frozen Grand Central” video, encoding in communications first movers, 2–3 160–161, 160 process, 72 Fisch, Karl, 447 , 331–332 engaging community. See community Fischer, David Hackett, 211–213 funnel visualization in Google engagement five Ws and an H, 27–30 Analytics, 372 Enquiro Research, 100 how, 42, 42, 431–432, 431 Funtwo, 228–229, 228, 423 entertainment partnerships, 80 keyword suggestions, 89–90 463 ■

EPIC FU, 419 in titles, 96 essential areas, 451 what, 33–34, 34, 417–421, G Index establishing shots, 451 418–421 gadgets, 182 Evangelion franchise, 100 when, 34–36, 421–425, 422, 424 Galileo, 337–338 Evans, Dave, 241–242, 242 where, 36–38, 37, 425–427, 426 gaming partnerships, 80 Evans, Liana “Li”, 434–436, 435 who, 30–33, 30, 412–417, 414, 416 Gaughan, Pete, 165, 176 Event Reporting feature, 351 why, 38–39, 427–430, 428–430 Geek Entertainment TV, 419 events box, 199–200 fiveandahalfgirls, 419 Gender field for accounts, 173 Evershed, John, 292, 310, 312 FiveThirtyEight.com, 377 General settings for brand “Evolution of Dance” video, 3, 145 flagged videos, 79, 214, 451 channels, 185 Most Viewed tab, 52, 53 “Flagging on YouTube: The Basics” GeorDorn channel, 90 as professional production, 158 video, 214, 214 GeoTargeting, 372 responses, 54, 55, 417 Flash player, 451 “Getting Found in All the Right as viral video, 126 Flash uploader, 269 Places” workshop, 102 exhibitors, optimizing video for, Flickr, 99 Gibbs, Cameron, 334 119–121, 119–121 Flip UltraHD camcorder, 282–283 Gill, Phillipa, 102 experience analysis, 365, 366 “Flip UltraHD Is Pure Digital’s Gilliam, Terry, 391 Expert Village, 275–276, 275 Best Pocket Camcorder Yet” Gilmore, Jim, 60 Extensible Markup Language (Robischon), 282 Giraldi, Joseph, 316 (XML), 457 Flip Video, 224 Giuliani, Rudy, 60 External Links section, 346 “Flip Video Camera - Transferring Gizmoz application, 299 from Camera to Computer” Gladwell, Malcolm, 232 video, 270 Globe, 363–365 F Flip Video Spotlight program, 307 glossary, 447–457 floating stabilizer camera accounts, 175 iPhone user access, 426 technique, 262 “God, this is going to be all over marketing tips, 240–242 Fogel, Jeremy, 294 YouTube” cartoon, 3, 3 videos on, 237–238, 238 follow focus, 451 Godin, Seth, 239 YouTube traffic from, 413 Font setting for brand channels, 185 Goldstone, John, interview, 83, Faes, Benjamin, 328 “Food Court Musical” video, 160 394–397 Family Guy, 165 Ford, Harold, Jr., 143 Gomes, Lee, 21–22 “Family Guy - Cool Whip” Ford, Henry, 28 Gonzodoga, 273 video, 369 Ford, InVideo ads, 320, 321 GoodAsYou.org, 248 Farber, Dan, 358 formats Goodby Silverstein & Partners, 330 Fast Company, 390, 391 homepage video ads, 319 “Goodbye, Farewell and Amen” fast followers, 2–3 uploading, 260–261, 261 show, 36 favorites, 451 video, 286 Google AdWords Keyword Tool, favorites box, 196 Forrester Consulting, 66 90–91, 94

59690bindex.indd 463 7/1/09 3:22:15 PM Google Analytics, 371–372, 371 “Haunting In Connecticut”, 330 Home Depot, 352–353, 353 “Google Closing in on 73 Percent HBO website and channel, 315–317, home pages of U.S. Searches in April 315–316 customizing, 176 2009”, 370 HD tab, 52 video ads, 318–320, Google Inc., YouTube acquired by, HD widescreen resolution, 273–274 329–331, 329 12, 22–24 headroom, 452 YouTube, 48–51, 49–50 , 426 HearThis.com, 241 Homepage Masthead Unit, 331 , 346 Heffernan, Virginia, 19–20, 229 Honors videos, 52, 452 tool, 92 “Heinz: The Kissable Ketchup” Hopkins, Claude, 163 , 346 commercial, 218 Hopkins, Heather, 370 defined, 451 “Heinz’s marketing blitz paying off” Hopkins, Jim, 7 launching, 2–3 (Lindeman), 218 Hopkins, Marshall, cartoon, 3 market share, 18, 21 Help, defined, 452 “Hostage: The Jill Carroll Story” visits, 5, 170 hendrickm82 channel, 272 video, 113–114, 114, 431 Google Video , 105–107 “Here It Goes Again” video, 452 hosting channel background Gordon, Byron, 438 Hi5 network, 241 image, 175 Gore, Al, 247 Higa, Ryan, 417 “Hot N Cold” video (Perry), Graham, Jefferson, 282 “High Definition Processing with 225, 225 Grappone, Jennifer, 88, 104–105 Marvell’s Qdeo” video, 116 Hot Spots feature, 348–349, 348 Gravel, Mike, 60, 143 Highlight Box properties, 186 hotel room viewing, 36 Green, Hank, 189 “Hillary 1984” video, 353–354 hotforword channel, 187 Green, John, 189 “Hillary’s ‘3 A.M. ad’ Girl Doesn’t “Hotness Prevails/Worst Video 464 Green, Seth, 139 Approve of that Message” Ever” video, 19, 452

■ green-screen effect, 266, 266 video, 384, 385 House Hub, 424–425

“Green technology initiative: Hilton, Paris, 138–140, 139, 318 “How do I make a video?” Marvell’s digital PFC chips” history of videos viewed, 452 video, 258

i n d e x video, 116 history of YouTube, 1 “How do you get featured on Gregory, Alex, cartoons, 210, 259 adoption rate, 8, 9 YouTube” video, 50, 50 Grimaldi, Joe, 290 first movers and fast how question for videos, 42, 42, gross rating points (GRPs), 377 followers, 2–3 431–432, 431 groups founding, 7 “How to Download YouTube Videos defined, 452 Google purchase of, 22–24 to an iPod” video, 279 joining and creating, 60, paradigms, 5–7, 6 “How to Handle Post-Production 219–220, 221 video search engines, 9–12, 11 Video Emergencies” article, Grove, Steve, 383, 425 video sharing vs. video search, 287, 288 “Guild - Episode 1: Wake-Up Call” 12–22, 13, 15, 21 “How To Make a Video for video, 452 YouTube Nation, 3–4, 3–4 YouTube: Using Quick Capture “Guitar Hero 2 Rush YYZ on “Hitwise: Damn Expensive, but on YouTube” video, 275 Expert” video, 228 Damn Cool” (Kelly), 370 “How to Make Professional Digital “Guitar Hero - Joe Satriani & Hitwise information Video” video, 275, 275 Funtwo - YouTube Live” video, clickstream analysis, 413 “How to Piss Off a YouTube User” 228–229, 228 competitor intelligence, video, 279 Guru accounts, 174, 452 369–370, 370 “How to Solve a Rubik’s Cube (Part Guthrie, Woody, 4 cost, 414 One)” video, 452 Gutmann, Amy, 117, 117 market share data, 21, 21, 23, “How to Tie a Tie - Expert 77, 86, 111, 201 Instructions on How to Tie a MySpace Video data, 14 Tie” video, 90 H paradigm confusion, 16 “How to Upload” article, 268 Hall, Henry, 440–441, 440 top 10 video search sites, 17–18, “How to Upload A Video to halo effect, 328 17–18 YouTube” video, 268–269, 269 handheld camera technique, 262 visit data, 5, 170 “How to use YouTube annotations” Handsome Donkey, 313 Hitwise Intelligence Analyst video, 271, 271 “Hanna Montana Naughty Tape? Weblogs, 12–14, 370 “How to Watch YouTube Kim Kardashian Burping “Hitwise Launches Internet Subscriptions on the iPhone” PSA!” video, 408, 409 Measurement Service for video, 279 “Happy Tree #3,079” video, 259 ”, 370 Howard, Robert E., 331 Happy Tree Friends, 310–312, 312 Hitwise Research Store, 370 Howe, Karen, 9–10 Hardesty, Brandon, 423 Hoffner, , 297, 313, 317 HP, Project Direct, 302 Harding, Matt, 153–156, 154 holidays in keywords, 89 Huckabee, Mike, 60 Harris, Chris, 232 Hollywood.com, 418 Hudson, Katheryn Elizabeth, 226 Hart, Kim, 346 HollywoodRecord channel, 148 Huffington Post, 113

59690bindex.indd 464 7/1/09 3:22:15 PM Hulu Insight tool, 81–82, 337 joltguy, 250 Dailymotion agreement, 70 benefits, 444 Jonas, Nick, 148 defined, 452 demographics data, Jones, Alex, 252 overview, 249–252, 250–251 346–347, 347 Jones, Terry, 391 Squeegees channel, 313–314, Discovery tab, 345–346, 345 Jones, , 150 313–314 Hot Spots feature, 348–349, 348 Jose Jalapeno on a Stick, 129 TV shows, 420, 420 keyword data, 87 Jossen, Barry, 313 visits February 2009, 5 overview, 339–341, 341 Joy of Painting (Ross), 258 “Hulu and the Older Early Adopter” popularity measures, Junior Miss South Carolina, 4, 88 (Tancer), 415 343–345, 344 Jurkovac, Mike, 157 “HULU TUBE - PHASING YOU view counts, 341–343, 342–343 OUT OF YOUTUBE” video, Institute for Public Relations, 83 250–252, 251 intellectual property, 293–294 K “HULU TUBE Retraction” “Interactive card trick” video, 272 Karim, Jawed, 7, 154, 417 video, 252 “Interactive shell game” video, 272 Katers 17, 423 HuluDotCom channel, 369 Internal site search in Google Katsarelis, Kip, 303 Hunter, Duncan, 60 Analytics, 372 “Katy Perry ‘Hot N Cold’ - YouTube Hurley, Chad, 7, 24, 318, 332, 417 Internet Advertising Bureau (IAB), Live ‘08” video, 225–226, 225 Hyboria, 331–332, 331 82, 335 “Katy Perry - I Kissed a Girl (Official Hyneman, James Earl “Jamie”, interpersonal channels, 77 Video)” video, 226, 322, 322 229–231 interpersonal influence in two-step “Katy Perry - Ur So Gay” video, 226 Hyperdunk campaign, 362–363 flow model, 26 Kauffman, Leah, 142 hypodermic needle model, 26, 31 InVideo ads Kaushik, Avinash, 338–339, 348–349, 465 365, 434 ■

defined, 452 Funcom, 331–332, 331 KDPaine & Partners, 373–374 Index I overview, 320–321, 321 KdPI tool, 373 “I Got a Crush...On Obama” video, Partner Program, 295 KEI (keyword effectiveness index), 3, 126, 142–144, 142 invisible caucus, 41, 61, 379 94, 94 IAB (Internet Advertising Bureau), invisible primary, 379 Kelley, Rebecca, 370 82, 335 invisibleSHIELD, 334 Kelly, Gene, 158 icons, video page, 185 “Iowa Caucus Victory Speech” key leaders, optimizing videos of, Idle, Eric, 391, 395 video, 380, 381 117, 117 Illumenix company, 267, 350 iPhone, 425–427, 426 Key Performance Indicators “I’m bo yo” video, 227 IQ (Individual Qualification) (KPIs), 373 “I’m F**king Matt Damon” test, 372 “Keys to Chromakey: How To Use A video, 346 Isaac, 263–266 Green Screen” (Driscoll), 266 images iTouchiPodz partnerships, 419 keyword effectiveness index (KEI), background, 175–176 iTunes, 321–322 94, 94 banner, 179 Itzkoff, Dave, 12 Keyword Questions tool, 93 iMovie editing software, 284 Keyword Tool, 90–91, 94 “Impact: Action on Demand” video, KeywordDiscovery.com, 92, 94 296, 296 J keywords, 88 Impact channel, 296, 420–421, 421 Jackson, Janet, 7 brainstorming, 88–90, 89 Improv Everywhere, 160–161 Jakobi, Nick, 346, 349 effectiveness analysis, 94, 94 in-stream ads, 324–326, 325–327 James, Kevin, 132 Google AdWords Keyword Tool, Incisive Media, 119 Jantze studios, 50 90–91 Individual Qualification (IQ) Jarboe, Greg, 239–240, Google Analytics, 371 test, 372 431–434, 431 query suggestions, 91–92, 92 industry trends, 352–354, 353–354 JavaScript scripting language, 452 tags as, 118 influence factor in discovery, 124 “Jeff Dunham - Achmed the Dead tools, 92–93, 93 Information and Propaganda for Terrorist” video, 128–129, 128 video optimization, 76 Couch Potatoes, 429 “Jesus shot” video, 42 King, David, 302 information factor in discovery, 124 Jin the Emcee, 380 Kipling, Rudyard, 27–28, 96 Infuse Creative agency, 353 “Jingle Bombs” song, 129 “Kiwi!” video, 20, 452 inlinks, tracking, 367–369, 368 Jiroux, Mandy, 48, 48, 149 Klein, Joe, 157 InPlay service, 267, 354–355, 355 “john.he.is” song, 157 Klonick, Kate, 398 “Insight! (Christian Bale version)” JohnMcCaindotcom channel, 64, 383 Kmart channel contests, 300, 301 video, 222, 222 Johnson’s Baby Channel, 298, 298 “Kobe jumps over a speeding “Insight...IN SPACE” video, joining groups, 60, 219 car (Aston Martin)” video, 223, 223 jokes/bloopers/funny clips (comedy) 362, 362 Insight Discovery tab, 117, 119 category, 33–34 Kolowich, Michael, 28, 39–41

59690bindex.indd 465 7/1/09 3:22:16 PM Kotler, Philip, 71–72 Live Search Video, optimizing for, marketing with video, 431–432, 431. KPIs (Key Performance 110–111, 110–111 See also advertising Indicators), 373 Live Search Webmaster Center, 441 Evans, Liana “Li”, 434–436, 435 Kraft Cooking Video Challenge Live Spaces network, 241 Hall, Henry, 440–441, 440–442 video, 184 Live Video Search, 440–442, 442 Jarboe, Greg, 432–434 kristinavanni channel, 59 Location field for accounts, 173 Liu, Matthew, 443–445, 443–445 Kruger National Park, 133 Location Info link, 177 Markel, Gregory, 438–440, Kucinich, Dennis, 60 “Locked Up” song, 232 438–440 Lockergnome channel, 278–280, 279 “Marketing with Video” Logitech QuickCam web cams, 283 presentation (Reider), 42 L , 19, 33 Martin, Steve, 6 Label Color setting, 185 “LonelyGirl15 is Dead!” video, 103, Marvell Technology, 115–116, 116 Laipply, Judson, 52, 88, 126, 103, 408, 453 Mary, Jennifer, 150 158, 417 long shots (LS), 453 Maryrose, 14 Lake Wobegon Effect, 39 Longfellow, Henry Wadsworth, M*A*S*H show, 36 language, YouTube, 3 211–212 Mash-up application, 299 Lasswell, Harold, 71–73, 77, 210 Lorenz, Lee, 43 MashCaster, 395 “Last Lecture” (Pausch), lost viewers study, 267–268, 268 mass media channels, 77 124–126, 125 Lucas, Chris, 307–308 mass media map later adopters, 28 channel customization, 77 Latimer, Jason, 423 community engagement, 78–79 “Laughing Baby” video, 452 M content, 76–77 466 Lavie, Lisa, 423 “M&M CRU FINAL DANCE Insight, 81–82 layout for brand channel pages, BATTLE - Cyrus Blaine

■ , 77–78

183–184 Seacrest Tatum” video, 48, opinion leaders, 74 “Lazy Sunday” video, 12–14, 13, 48, 149 outcomes vs. outputs, 82–83 22, 126 MacFarlane, Seth, 164–166 i n d e x overview, 71 League of Extraordinary “MacGyver - Pilot” video, 326, 327 partners and advertisers, 79–81 Dancers, 423 MacGyver show, 80 re-examining, 71–74, 72–73 lean forward platform, 328 Machinima.com, 332 video optimization, 75–76 Learmonth, Michael, 378, 381 MacMillan, Douglas, 335–336 video production, 79 “LEAVE BRITNEY ALONE” video, Madden, Mary, 32–33, 36 mass production, 28 138–140, 140 Madonna, 226 masthead ads, 320, 331 LeBron James Channel, 298 Madyeti47 channel, 20 “, Google, discusses Legend, John, 157 Magic Video Converter, 286, 287 mobile search at SES San Jose Lemon Demon band, 132 Magical Trevor, 252 2008” video, 240, 240 length of video productions, Mahanti, Anirban, 102 MattHarding2718, 89 267–268, 268, 421 major celebrities, optimizing video Mayer, Lindsay, 187, 188 Leo Burnett agency, 377 for, 118, 118 MC Hammer, 423 Lessig, Lawrence, 294 Mancuso, Angela, 315 McBride, Danny, 316 Levi, Bryan, 216–217 Mann, Juan, 423 McCain, John, 377 Levinator25, 42, 216–217 Manso, Gustave, 39 Halloween pumpkin carving, Levinsohn, Ross, 14 Manzi, Jim, 82, 376–377 206, 207 Levitt, Theodore, 46–47 map. See mass media map opinion leaders, 64 Lewis, Sage, 171 Map Room, 338–339 spoof song, 157 “Lezberado: Revenge Fantasies” Mapes & Ross research, 129 videos, 41, 60, 62 video, 158 “Mario: Game Over” video, 99 views, 373, 383 Li, Zongpeng, 102 “Mark Apsolon’s Video: Tips and McCartney, Paul, 229 “Liana Evans, KeyRelevance, on Tricks” video, 276–277, 277 McDonald, Mike, 434 video branding strategy at SES MarkApsolon channel, 276–277, 277 McGirt, Ellen, 381 ” video, 435, 435 Markel, Gregory, 438–440, 438 McKenna, Virginia, 150 Life on the Mississippi (Twain), 427 marketing concepts, 42–43, 42 McLeod, Scott, 447 lighting source in video production, Marketing Management (Kotler), McLuhan, Marshall, 76–77 263–264, 264 71–72 “” video, 417 Lim Jeong-hyun, 229 “Marketing Myopia” (Levitt), 46–47 “me ‘what goes around’ Lindeman, Teresa F., 218 marketing strategy, 45 Justin Timberlake” video, Link Color setting, 185 mass media map. See mass 140–142, 141 Link Intelligence feature, 351 media map Measurement Standard, 373–374 Links section, 453 opinion leaders identification. See measures links to videos, 104 opinion leaders identification outcomes. See outcomes Liu, Matthew, 443–445, 443 overview, 46, 46 verification.See verification

59690bindex.indd 466 7/1/09 3:22:16 PM media Moore, Peter, 217 news/current events category, 33–34 Brightcove Media module, 308 Moran, David, 218 news stories, optimizing for, in communications process, 72 More from this User module, 113–115, 114 mass media map. See mass 101, 179 news videos, 33–34 media map Mosaic application, 299 NewsHour with Jim Lehrer, 306 Media Really Simple Syndication Most Adorable award, 20 Next New Networks, 143 (Media RSS), 10, 105, 110 Most Creative award, 20 Nielsen Media Research data, 200 shots (MS), 453 Most Subscribed link, 56 Nielsen/NetRatings audience MegaVideo, 5, 40, 71 Most Viewed tab, 52, 53, 56, 56 data, 347 Melvin the Superhero, 129 motion charts, 371 Nielsen Online data, 369 message in communications Motorola, 328 nigahiga channel, 187, 195, 195 process, 72 Movie Maker editing software, Nike, 362–363 Metacafe 284, 286 “Nine Classic Camera Moves” opinion leaders identification, Mr. Gumby, 394, 394 (Schaller), 262 66–68, 67 MSN Video, 110–111, 111 90–10 rule, 32 visits, 5 market share, 18 “1984 Apple’s Macintosh metadata visits, 5 Commercial” video, 336, 336 defined, 453 MSWMM , 286 “No Pants Subway Ride” video, 160 videos, 105 Mulligan, John, 118, 120 “No You Can’t” song, 157 views, 64 Mulliken, Lydia, 243 noise in communications process, 72 metadata fields, 10, 11 Multimedia Modes Research, 441 non-profit accounts, 174, 453 MetaFest film festival, 68 Multiplatform Video Report, 425 nonexclusive partnership metrics, 43 Murphy, Ryan, 132 agreements, 295 467 ■

MGM Worldwide Digital Media “” NonSociety.com, 143 (MGM), 296–297, 420–421 video, 100 “‘NORA: Practice Makes Purr-fect’ Index Middlesex alarm, 211–212, 212 Musician accounts, 174, 453 - Check the sequel too” video, “Miley Cyrus - 7 Things - Official Musician of the Year award, 19 144–145, 145 (HQ)” video, “My 22nd Skydive” video, 272 nose room, 453 147–149, 147–148 “My ‘little secret...” video, 228 Noth, Paul, cartoon, 124 “Miley Cyrus - 7 Things - Spoof” “My Name is Lisa” video, 453 Nova, Lisa, 423 video, 148–149, 148 “My Whole Family...” video, 228 “Now We Can Eat” commercial, 219 mileymandy channel, 149 MyDamnChannel channel, 101, 340 Nunes, Julia, 423 Miller, Michael, 401 MySpace Nussey, Virginia, 431–432 Millward Brown, 335 marketing tips, 240, 242 Mindshare and General Motors videos on, 236–238 Europe, 328 MySpace Videos, 69, 69 O Mingo, Jack, 429 defined, 453 Obama, Barack MinisodeNetwork channel, 175 market share, 14–15, 15, 18, 21 Chaudhary interview on, “Ministry of Silly Walks”, 333 visits, 5, 170, 413 384–391, 385, 387–388, Mino, 224 “Mysterious Ticking Noise” video, 132 390–391 Miss Cupcake, 419 “MythBusters - Ask a Ninja!” Halloween pumpkin carving, Mitt TV channel, 39–41 video, 230 206, 207 M:Metrics, 426–427 MythBusters at YouTube Live, 423 presidential election campaign, mobile videos, 453 MythBusters show, 229–231, 230 377–383, 378–379, 381–382 modules “MythBusters YouTube Live” video, response videos, 354 channel page, 180–183 229–230, 231 videos, 41, 60, 62–64 home page, 176 “Obama and Politics 2.0: Mondo Media Documenting History in views, 80 N Real-Time”, 381 websites and channel, 309–312, names for videos, 104 Obama Biden page, 62, 63 310–312 Naslund, Amber, 367, 367 Obama for America (OFA), 378–391 Mondo Mini Shows channel, National Geographic, 80, 132–134 Obama Girl, 126, 142–144, 142 311–312, 311–312 natural sound, 264–266, 265 “Obama Speech: ‘A More Perfect monetization in Partner Program, 295 NBA highlights, 80 Union’“ video, 382, 382, Monty Python channel, 332–333, Nehrig, Davd, 238 386–387, 387 333, 391–397, 392–394, “New Flip Ultra video cameras “Obama’s Video Guru Speaks: 396–397 might flip your switch” How We Owned the YouTube “Monty Python Channel on (Graham), 282 Primary” video, 381 YouTube” video, 392–394, New Kids on the Rock, 132 observation for leader 393, 417 “New Media Minute” show, 356 identification, 38 Monty Python’s Flying Circus, 391 Times company, 363–365 Observe and Report, 419

59690bindex.indd 467 7/1/09 3:22:16 PM Occam’s Razor blog, 339, 349 “Opencast Project Open House at , Odden, Lee, 242 UC Berkeley” video, 273 406–408, 406–407 O’Donnell, Jamie, 115–116 opinion leaders, 8, 31–32 What the Buck?!, 408–409, O’Farrell, Brad, advice influence, 124 408–409 AdSense ads, 295 mass media map, 74 “Outer Limits” show, 249, 250 camcorders, 283 video categories, 33–34 outputs vs. outcomes, 82–83, comments, 215, 368 video discovery, 34–35, 376–377, 376 contests, 302 421–422 over-the-shoulder shots, 453 customization, 234 video sharing, 38 editing software, 284 video watching locations, 36–37 gurus, 174 opinion leaders identification P Insight, 340 Channels tab, 54–57, 55–57 Pacheco, Max, 132 stereo sound tip, 258 Community tab, 57–60, 58–59 Packer, Jim, 296 tags, 99 Dailymotion, 70–71, 70 page layout for brand channels, thumbnail gaming, 143 home page, 48–51, 49–50 183–184 TubeMogul, 203 Metacafe, 66–68, 67 Paine, Katie Delahaye, 83, 373 video responses, 217 MySpace Video, 69, 69 “Painting with Pictures featuring views, 101 overview, 47–48, 47–48, 64–65 Rob Boss” video, 258, 258 volunteering, 223 Veoh, 66–67, 66 Palin, Michael, 391 office viewing, 38 Videos tab, 51–54, 51, 53–54 Palin, Sarah, 206, 207 Official Couch Potato Handbook Yahoo! Video, 65–66, 65 Palisades Interactive Media, 410 (Mingo), 429 You Choose ‘08, 60–64, 61–63 pan camera technique, 262–263, 453 468 Ogilvy, David, 97, 164 “Optimizing for Universal Search” Papa Bear, 50 paradigms, 5–7, 6, 16

■ Ogilvy on Advertising (Ogilvy), workshop, 102

97, 164 optimizing video, 75–76, 85 Pareto principle, 32 “OK Go - Here it goes again” descriptions, 97–98 Paris , 318 Channel, 318 i n d e x video, 20 of key leaders, 117, 117 OkGo channel, 20 keyword research, 88–94, 89, “PARIS IN JAIL” video, Oldsmobile ad campaign, 27, 377 92–94 138–140, 139 O’Malley, Deirdre, 310 of major celebrities, 118, 118 Parnell, Chris, 414 “OMG!!! Jonas Brothers and Fred news stories, 113–115, 114 Participatory Video Ad (PVA), Join Cast of Lonelygirl15!” overview, 86–87, 87 318–319 video, 103 process overview, 94–95 partners and Partner Program, 80, “One Million Subscribers” video, for product introductions, 179, 289 429, 429 115–116, 116 content ID, 302–303, 304 100 million mark, 18 ratings for, 102–103, 103 contests, 300–302, 301 100 Million Views Club, 360, 360 of speakers and exhibitors, cost-benefit analysis, 295–297, 100% Pure brand 119–121, 119–121 296–297 channel, 298 tags, 98–99 defined, 453 “118 247 Directory Heaven titles, 95–97, 96 destinations, 297–300, 298 ‘EXTENDED VERSION’ TV views, 99–102 examples, 79–81, 417–419 ad by Weebl” video, 254, 255 for web. See web optimization featured content, 182 Onion News Network, 143 O’Reilly, Bill, 15 overview, 291–292 Onion partnerships, 419 Organ, Michael, 389 signing up for, 293–294 “Online Marketing Heroes” Organize Videos page, 177–179 Password field for accounts, 173 (Miller), 401 “Organizing for America” Patriot Messengers, 232, 233 Online Nation, 132 video, 388 Paul, Ron, 60, 373–374 Online Testing Exchange “Original Human TETRIS Paul Revere’s ride (Fischer), 210–213, (OTX), 328 Performance by Guillaume 211–212 online video market, 25 Reymond” video, 453 Pausch, Randy, 80, 124–126, 125 five Ws and an H. See five Ws network, 241 PBS website and channel, 305–307, and an H “Otters holding hands” video, 305–306 overview, 26–29, 29 144–145, 144 Peanut, 129 video marketing, 42–43, 42 outcomes, 365, 366, 375 pedestal camera technique, 262, 453 viral video limitations, 38–41 Blendtec, 398–405, 399–405 PerezHilton.com, 234, 235 “Online Video Production Best Halloween, 410 performer information, 453 Practices - A Discussion with Monty Python channel, 391–397, Perkins, Terri, 332 Arun Chaudhary From Obama 392–394, 396–397 Permission Marketing: Turning for America” video, 378, 378 vs. outputs, 82–83, 376–377, 376 Strangers into Friends and online video sites, 5 presidential election campaign, Friends into Customers Open Audio from Video feature, 265 377–383, 378–379, 381–382 (Godin), 239

59690bindex.indd 468 7/1/09 3:22:16 PM Perry, Katy, 225–226, 225, 423 program, 318 Reider, Suzie, 28, 42–43, 72 Personal Info link, 177 private , 454 related videos, 118, 345, 454 Personal Profile page, 190–191 private videos, 454 relative popularity measures, personalized home pages, 49 processing time, 454 343–345, 344 Petercoffin, 223 Producer Rewards program, 69 Relles, Ben, 142 pets and animals videos product introductions, optimizing Relm, Mike, 423 “Battle at Kruger”, 43, video for, 115–116, 116 Remix: Making Art and Commerce 132–134, 133 production. See video production Thrive in the Hybrid Economy partnerships, 80 profile icon, 184 (Lessig), 294 Pew Internet & American Life Project Direct, 302 remote shoots, 455 Project, 32–38, 41, 62, 79, Promoted Videos, 49, 318 Rendall, John, 150 382–383 defined, 454 Renetto, 4 Pew Research Center, 382–383 overview, 323, 324 Repeat Background Image “Peyton Manning working out” ZAGG program, 333–334 option, 175 video, 118 publishing tools, 308 Reporter accounts, 174, 455 Pickering, Jonti, 252 Puente, Maria, 245 Republican debate, 61–62 Piper, Tim, 43 Purdue University study, 129 resolution Pirillo, Chris, 278–280 Pure Digital camcorder, 282 homepage video ads, 319 “Pitching George Lucas”, 315 PVA (Participatory Video Ad), widescreen, 273–274 “Play him off, keyboard cat” video, 318–319 responses 217, 368, 417 PythOnline, 395, 396 in communications process, 72 playlist box, 192–193, 193 to videos, 216–217, 216–217 playlist module, 182 return on investment (ROI) in 469

Q ■

playlists, 453 marketing campaigns, 81, 83 Playlists link, 454 quality Revere, Paul, 210–213, 211–212, Index point-of-view (POV) shots, 454 video conversion, 286–287 220, 232–233, 243 Politician accounts, 174, 454 video resolution, 273–274 network, 356–357, 357 Pollack, Sara, 249–250 “Queen’s Speech” video, 43 Rich, Frank, 20 Poniewozik, James, 15 query suggestions, 91–92, 92 Richardson, Bill, 60 Pool, 336 Quick Capture, 216 “Rick Astley - Never Gonna Give Popular tab, 52 QuickList playlist, 454 You Up” video, 161–163, 162 popularity measures in Insight, Quinn, Sean, 377 Rick Rolling, 161–162 343–345, 344 “Right Now” song, 231 “Pork and Beans” video, 4, 151–153, R “ - Don’t Stop The Music” 152, 158 video, 406, 407 rack focus technique, 262–263, 454 post-production video emergencies, Riley, Richard, 448 Radian6, 366–367, 367 287–288 Rob Zombie’s Halloween, 410 Rainie, Lee, 62 Post Video button, 454 Robertson, Hal, 265–266 Rajaraman, Shiva, 249–250 Postal Code field for accounts, 173 Robischon, Noah, 282 “Randy Pausch Last Lecture: “Potter Puppet Pals in ‘The Rocky Mountain News, 364 Achieving Your Childhood Mysterious Ticking Noise’“ Rogers, Everett Dreams” video, 125, 125 video, 131–132, 131, 454 adoption rates, 23, 28–29, 29 Rapier company, 252 PowerDirector 7 Ultra editing channels, 77 rating videos software, 285, 285 hypodermic needle model, 26, 31 defined, 454 Powers, 22 opinion leaders, 8, 35, 74, 210, for optimizing, 102–103, 103 POYKPAC group, 99 212, 421 Re-type Password field for pre-rolls, 334–336, 336 two-step flow model, 77 accounts, 173 Premiere Pro editing software, 285 Rogers, Zachary, 346 Reagan, Ronald, 82 Prescott, LeeAnn, 12–14, 17, 22, 414 ROI (return on investment) in “Really Achieving Your Childhood Prescott, Samuel, 212–213, 243, 247 marketing campaigns, 81, 83 Dreams” (Pausch), 125 presidential election campaign, Roman Inquisition, 338 RealTime setting, 454 39–41, 60–64, 61–63, Romney, Mitt, 39–41, 60 RealTime testing, 222 377–383, 378–379, 381–382 Rospars, Joe, 380, 389 receivers in communications press release distribution, Ross, Bob, 258–259 process, 72 206–207, 206 Rough Type blog, 239 recent activity box, 178, 198 “Princess Chronicles” video, 277 Roy, Sumantra, 94 recent comments box, 199 Princeton Survey Research Royal Channel, 43 Recipe Souvenirs website, 59 Associates International Rubber Republic data, 5, 6, 116 recording video responses, 216 survey, 383 rule of thirds, 455 ReelSEO, 446 Principles of Marketing (Kotler and Russian nesting dolls optimization Rees, Peter, 230 Armstrong), 71 techniques, 96–97, 96

59690bindex.indd 469 7/1/09 3:22:16 PM Sherman, Chris, 9 Sony BMG views, 56 S Shields, Mike, 292 sonybmg channel, 193, 194 S-curve, 29, 29, 32 “shift happens”, 447, 447 Sophocles, 445 SaaS (Software-as-a-Service) shots, 455 Soulja Boy Tell’em (DeAndre businesses, 112 Shott, Heather Morgan, 59 Ramone Way), 134–135, 134, SageRock Channel, 171, 171 Show Your Back to School Style: 224, 423 sales data, 356 Get in the Commercial contest, “Soulja Boy Tell’em - How to Crank Samberg, Andy, 414 300, 301 That - INSTRUCTIONAL “Same Time Tomorrow” Shows tab, 249, 455 VIDEO!” video, 134–135, 134 (Anderson), 8 Showtime SouljaBoy channel, 187 Sandoval, Greg, 291, 406–408 video ad units, 330 sound Sarno, David, 217 website and channel, 307–309, homepage video ads, 319 Satriani, Joseph “Stach”, 228–229, 308–309 natural, 264–266, 265 228, 423 Sick Puppies, 423 “Sound Advice: Natural Sound to Savage, Adam Whitney, 229–231 Sidarth, S. R., 20 the Rescue” (Robertson), 265 Sax, John Godfrey, 16 Sierra Mist contest, 302 South African Advertising Standards “Say It’s Possible” video, 19, 455 Silverman, Sarah, 346 Authority, 129 Scannell, Herb, 143 Singal, Jesse, 35 South by Southwest partnerships, 418 scenes, 455 Singin’ in the Rain, 158 Southwest Airlines, 83 Schaller, Brian, 262 , 2–3, 10 spam in comments, 54 Schlosberg, Jason, 133 site overlay in Google Analytics, 372 “Spark of Insanity” video, 129 Schmidt, Eric, 12, 24 Sitemap, 105–107 speakers, optimizing video for, 470 Schonfeld, Erick, 417 sites, videos on, 232–236, 235–236 119–121, 119–121

■ Sea Above, 158 size special effects, 266–267, 266

Seacrest, Ryan, 226 background images, 174–176 specificity for keywords, 91 search box, 455 homepage video ads, 319 speech bubbles, 271, 271

i n d e x Marketer, 93 players, 234, 237–238 Spin it Your Way contest, 302 search engine optimization, 6, 86 videos, 260, 267–269 Spinto Band, 423 Search Engine Optimization: An Sketchies sketch comedy contest, 302 Sponsored Videos, 81, 445 Hour A Day (Grappone and Slam Dunk Contest, 222 Spore game, 322 Couzin), 88, 104–105 Sledd, William, 423 “Spore Space Video”, 303, 304 Search Engine Strategies (SES) slice of life videos, 131 sports partnerships, 80 conference, 9, 119–121, Sloan, Alfred, 28 Spotlight Videos, 49–50, 455 120–121, 431–436, 445 “Slob Evolution” video, 43 spotlights, 264 Seattle Post-Intelligencer, 364 “Smart Money Watches You Watch “Sprint Takes Over YouTube Home segmentation in Google Videos” (Hart), 346 Page with UG Human Clock” Analytics, 371 Smith, Aaron, 62, 383 (Sullivan), 330 self-service interface, 445 Smith, Baker, 42 Squeegees channel, 313–315, Senate Hub, 424–425 channel, 191 313–314 “Senator Gravel Lobbies Obama Smosh Links, 191, 191 STACK Media, 118 Girl!” video, 143 “Smosh Short 2: Stranded” video, 455 Stage 9 Digital Media, 313 senders in communications Social Capital of Opinion Leaders Star Trek, 80, 324, 325 process, 72 (Burt), 416 “Star Trek - Where No Man Has “Sendori Escalator Pitch, SES NY Social Media Marketing: An Hour a Gone Before” video, 326, 327 2008” video, 121, 121 Day (Evans), 241–242, 242 “Star Wars according to a 3 year SEO Blog, 431 social networks old” video, 127, 127 , 8 marketing tips, 240–242, 242 Star Wars Episode I: The Phantom “SES NY: Mysteries of Online Video monitoring, 366–367, 367 Menace, 127 Revealed” video, 435, 435 videos on, 236–238, 237 Star Wars Episode IV: A New SESConferenceExpo channel, 119, Software-as-a-Service (SaaS) Hope, 127 340, 435 businesses, 112 “Star Wars Revelations”, 315 “Seth MacFarlane’s Cavalcade of Solutions Research Group, 425 Statistics & Data page, 54, 54 Cartoon Comedy” video, 164 “Some Media Companies Choose statistics for keyword SethComedy channel, 165 to Profit from Pirated YouTube performance, 90 Sfmedia RSS 20.0 module, 10 Clips” (Stelter), 303 Steilen, Debra, 207 Shanahan, Danny, cartoon, 87 Sony Steinberg, Brian, 290 sharing videos Backstage 101 online learning “STELLA - Birthday” video, 101 defined, 455 center, 135–136, 136 Stelter, Brian, 38, 291, 303 locations, 38 “Video Storytelling 201: Story stereo sound tip, 258 vs. search, 12–22, 13, 15, 21 Structure and Shooting SteveDutzy, 222–223 Shaw, George Bernard, 73 Techniques” video, Stevens, Mick, cartoon, 171 “Shelly Two”, 101 158–159, 159 Stewart, Potter, 54

59690bindex.indd 470 7/1/09 3:22:16 PM Stiles, Katie, 268–269, 269 Text Color setting, 186 defined, 456 Stinson, Jim, 263 Theater View style, 80, 324 industry trends, 352–354, “Stop the Clash of Civilizations” Thiam, Akon, 231–232 353–354 video, 455 “ Is Your Land” (Guthrie), 4 for innovation, 355–356, 355 Streams, 281, 455 Thomas, Larry, 115 InPlay, 354–355, 355 Stride sponsorships, 89–90, 154, 156 Thomson Multimedia, 2 lost viewers study, 267–268, 268 subscribers box, 197 Thrall, John, 9–10 market share, 77 subscriptions, 455 Three Blind Mice (Auletta), 158 overview, 349–351, 350 subscriptions box, 196–197 thumbnail gaming, 143 Revision3 network, 356–357, 357 subtitles, 272–273, 272 thumbnails, 100, 455 video distribution to, Sugarbaker, Jolene, 59 “Tiger Woods 08 - Walk on Water” 201–203, 202 SuicideFriendly, 4 video, 217, 217 video sample, 64–66, 64 Suitcase Posse, 129 “Tiger Woods 09 - Walk on Water” viewed-seconds study, 79 Sullivan, Laurie, 329–330 video, 42 Tubers, 3 Sumatra-Andaman earthquake, 7 “Tiger Woods PGA Tour 08 Jesus TVWeek, 355–356, 355 Shot” video, 216–217, 216 Twain, Mark, 427 commercials, 200, 201, 290–291, TigerDirectBlog channel, TweeterStats, 245 297, 359, 359, 420 277–278, 278 “25 Must Read Social Marketing viewers, 200 tilt camera technique, 262–263, 455 Tips” (Odden), 242 wardrobe malfunction, 7 Timberlake, Justin, 140–142 TweetIt feature, 253 “Super Mario Rescues the Princess: “Tipping Point: How Little Things “Twilight - with Cheeseburgers” Seth MacFarlane’s Cavalcade” Can Make a Big Difference” video, 234, 235 video, 99, 164–166, 165 (Gladwell), 232 Twitter, 416 471 ■

Super Smash Brothers Brawl, 99 titles Twitter network, 242 SUPER tool, 286 guidelines, 444 videos on, 237–238 Index “ (Britain’s Got Talent)” optimizing, 95–97, 96 visitors, 241 video, 360 Todd, Charlie, 161 two-edged sword effect, 39 “Susan Boyle Stuns Crowd with Epic Tomboy Films, 252 two-shot views, 456 Singing” video, 244–245, 245 “Top Gear - Richard Hammond two-step flow model, 26, 29, 77 Swanky Bubbles restaurants and toasts Nissan with a jet “‘Twouble with Twitter’ - Hilarious champagne bars, 436 car - BBC” video, 273 Animation” video, 247 Sweet Daddy D, 129 “Top This TV” Challenge, 43 “‘Twouble with Twitter’ sous-titre” swish pan camera technique, 457 Top This TV Challenge Take Two, video, 246, 246 synonyms, keywords based on, 91 218, 218 “Twouble with Twitters: Torley, 270 SuperNews!” video, 246, 247 Total-German-Shepherd.com, 419 TylersComputerShow T Totally Rad Show program, 357 partnerships, 419 tags tracking types for blinkx, 108 defined, 456 accounts, 174, 448 defined, 455 inlinks, 367–369, 368 videos, 417–421, 418–421 guidelines, 444 Trackur, 366 as keywords, 118 “Trailer Park Queen”, 59 optimizing, 98–99 Tran, Thai, 332 U Video Sitemap, 105–107 Trancredo, Tom, 60 U-boats, 338 Tall Tales or True show, 230 transfer of information in two-step UC Berkeley, 273 Tancer, Bill, 21, 23, 370, 412–415 flow model, 26 UFOs, 93 Tarter, Jeffrey, 82–83 Transparency Level setting, 185 “Ultimate Showdown of Ultimate Tatham, Matt, 16 Transport for London (TFL), 166 Destiny” video, 132 Technorati, 99 Travers, Bill, 150 Understanding the Media: The Tekzilla program, 357 Trenches (Felux), 315 Extensions of Man (McLuhan), “Tell a Story with Video” article, 135 TREND HUNTER TV, 419 76–77 -minute limit for video uploads, 14 trend slider in Google Analytics, 372 Navy channel, 298 Tennman Records, 141–142 Trinity platform, 365–366, 366 “United States of Tara”, 330 terms, glossary, 447–457 “True Reach” campaign, 360 Universal Music Group (UMG) terms of use in Partner Program, 293 Truveo revenue increases, 406–408, TerraNaomi channel, 19 optimizing for, 109–110, 109 406–407 “Test Your Awareness: Do The Test” video distribution to, views, 56–57, 57, 292, 292 video, 166–167, 166 205–206, 205 “Universal Music seeing ‘tens of testing videos, 274 TubeMogul millions’ from YouTube” TestTube, 280–281, 280, 455 analytic technology, 82 (Sandoval), 291, 406 text, 104, 186 audience data, 351–352, 352 university partners, 417

59690bindex.indd 471 7/1/09 3:22:16 PM Unruly Media, 146 video page “Videomaker’s Better Sound for updated data, keywords based on, 90 brand channels, 184–185, 184 Online Video 101” video, Uploaded Stuff module, 175 icon, 185 264, 265 uploader tool, 456 Video Placement Multiplier tool, “Videomaker’s How to Use Green uploading time, 456 204, 359, 359 Screen Paper 101” video, uploads video production, 79, 257 266, 266 channel background, 174–175 annotations, 270–272, 271 “Videomaker’s Lighting Techniques defined, 456 basics, 259–260, 260 101” video, 264, 264 formats, 260–261, 261 camcorders, 281–283, 282 “Videomaker’s Pans and Tilts 101” guidelines, 268–270, 269 camera techniques, 262–263, 263 video, 263, 263 video responses, 216 captions and subtitles, VideoRank system, 69 Upton, Lauren Caitlin (Junior Miss 272–273, 272 videos box, 193–194, 194 South Carolina), 4, 88 converters, 286–287, 287 videos module, 182–183 URLs to videos, 104 defined, 454 videos rated box, 198–199 User-Partner Program, 79 editing software, 284–286, 285 Videos tab, 51–54, 51, 53–54, 456 Username field for accounts, 173 Expert Village, 275–276, 275 view counts in Insight, 341–343, users needs, 441, 441 HD widescreen resolution, 342–343 273–274 viewed-seconds study, 79 length guidelines, 267–268, 268 viewer characteristics, 30–33, 30 V lighting source, 263–264, 264 views, optimizing, 99–102 Vader, Chad, 47, 423 Lockergnome channel, vignettes, 456 van Duyn, Aline, 14 278–280, 279 viral marketing, 243, 244 472 Vanni, Kristina, 59 MarkApsolon channel, Boyle, Susan, 244–246, 244–245 Vargas, Jose Antonio, 383

■ 276–277, 277 “Disgusting Dominos People”,

VenetianPrincess, 148–149 natural sound, 264–266, 265 247–249, 248–249 VenetianPrincess channel, 149, 277 overview, 258–259, 258–259 Hulu, 249–252, 250–251 Veoh i n d e x post-production emergencies, “Twouble with Twitters”, opinion leaders identification, 287–288 246–247, 246–247 66–67, 66 questions, 281 Viral/Other section, 346 visits, 5 special effects, 266–267, 266 Viral Reach Database, 204, verification,337 techniques, 274–275 358–360, 360 DIY dashboard, 373–374, 373 TestTube, 280–281, 280 Viral Video Chart, 244, 246, 358, 358 Google Analytics, 371–372, 371 TigerDirectBlog channel, viral videos, 123 Hitwise, 369–370, 370 277–278, 278 “Battle at Kruger”, 132–134, 133 inlinks, 367–369, 368 tips, 267 best of 2007, 126–127, 127 Insight. See Insight tool uploading formats, 260–261, 261 best of 2008, 145–146 social media, 366–367, 367 uploading guidelines, characteristics, 135–137, 136 Trinity platform, 365–366, 366 268–270, 269 “Charlie bit my finger - again!”, TubeMogul. See TubeMogul web cams, 283–284, 284 129–131, 130 Visible Measures. See Visible video response, 456 “‘Chocolate Rain’ Original Measures video search engine optimization Song by Tay Zonday”, “Very Special Christmas Special” (VSEO), 75, 86 137–138, 137 video, 129 “Video Search Engine Optimization “christian the lion”, 149–151, 150 music service, 407–408, Panel Recap, Greg Markel” compelling, 157–160, 159 407, 456 video, 438, 438 “Fred Loses His Meds”, video ads. See advertising video search engines, 5, 9–12, 11 63–164, 163 video delivery data, 356 “Video Search: Still Early Days” “Frozen Grand Central”, Video: Digital Communication & (Jarboe), 431 160–161, 160 Production (Stinson), 263 Video SEO Playbook, 112 “I Got a Crush...On Obama”, video distribution, 200–207, video sharing, 5 142–144, 142 201–203, 205–206 defined, 455 introduction, 124–126, 124–125 Video Identification tool, locations, 38 “Jeff Dunham - Achmed the Dead 302–303, 456 vs. search, 12–22, 13, 15, 21 Terrorist”, 128–129, 128 “Video Length and Size” article, 267 Video Sitemap, 105–107 limitations, 38–41, 427–430, video log box, 194–195, 195 “Video Storytelling 201: Story 428–430 video log setting, 186–187 Structure and Shooting “me singing ‘what goes around’ Video Metrics Engine, 361–362, 361 Techniques” video, Justin Timberlake”, video-on-demand (VOD) 158–159, 159 140–142, 141 programming, 420 Video Wall application, 299 “Miley Cyrus - 7 Things - video optimization. See Videomaker Enews, 446 Official Music Video (HQ)”, optimizing video Videomaker magazine, 259 147–149, 147–148

59690bindex.indd 472 7/1/09 3:22:16 PM “Otters holding hands”, Watlington, Amanda, 102, 156, 431 White House Correspondents’ 144–145, 144 Watts, Frank, 133 Association dinner, 15 overview, 19–20 Waverly Films partnerships, 419 Whitehouse channel, 390, 390 “PARIS IN JAIL” and “LEAVE Way, DeAndre Ramone (Soulja Whitney, Daisy, 356 BRITNEY ALONE”, 138– Boy Tell’em), 134–135, 134, who question for videos, 30–33, 30, 140, 139–140 224, 423 412–417, 414, 416 “Pork and Beans”, 151–153, 152 “Web 2.0...The Machine is Us/ing why question for videos, 38–39, “Potter Puppet Pals in ‘The Us” video, 34 427–430, 428–430 Mysterious Ticking Noise’“, Web Analytics: An Hour a Day “Why Susan Boyle inspires us: A 131–132, 131 (Kaushik), 338–339, story like ‘a Disney movie’ “Rick Astley - Never Gonna Give 348–349, 365 (Puente), 245 You Up”, 161–163, 162 web cams widescreen resolution, 273–274 “Soulja Boy Tell’em - How defined, 456 Wikicafe, 68 to Crank That - guidelines, 283–284, 284 Will.i.am, 387 INSTRUCTIONAL web optimization “Yes We Can - Barack Obama VIDEO!”, 134–135, 134 blinkx, 107–109, 107 Music Video”, 156–157, 156 “Super Mario Rescues The Brightcove, 111–112 at YouTube Live, 224, 423 Princess: Seth MacFarlane’s Google Video research, “Will It Blend?” videos, 398–402, Cavalcade”, 164–166, 165 104–107 399–400 “Test Your Awareness: Do The Live Search Video, 110–111, “Will it Blend? - iPhone” video, Test”, 166–167, 166 110–111 399–400, 399 “Where the Hell is Matt? overview, 103–104 “Will It Blend? - iPod” video, 403, 403 (2008)”, 153–156, 154 Truveo, 109–110, 109 “Will It Blend? - Marbles” video, 473 ■

“Yes We Can - Barack Obama Webb, Jim, 20 403–404, 404 Music Video”, 156–157, 156 WebbCampaign channel, 20 “Will It Blend? - Nike” video, Index Visible Measures, 358, 358 Webmaster Center, 442, 442 404, 405 audience behavior, 363–365, 364 websites, videos on, 232–236, “Will It Blend? - Oysters” video, brand exposure, 362–363, 362 235–236 402, 402 defined, 456 Webtrends Open Exchange, 367 Will It Blend - The First 50 Videos distribution to, 203–204, 203 Webtrends Social Measurement, 367 DVD, 405 services, 82 , “Pork and Beans” video, 4, “Willie Nelson - Naked Willie EPK” Video Metrics Engine, 151–153, 152 video, 193 361–362, 361 Weezer album, 152 WineKone channel, 19 Video Placement Multiplier, Weezer Case Study, 444, 444 Winfrey, Oprah, 380 204, 359, 359 Weird Al Yankovic, 34 wireframe images, 180, 181 Viral Reach Database, 204, 360 Weisman, Robert, 39 “Woman can sue over YouTube clip “Visible Measures and Tube - “Welcome to Congress, YouTube”, de-posting” (Egelko), 294 Mogul measure video usage” 424, 424 Wong, Freddie, 228 (Farber), 358 “Welcome to the YouTube Nation” Word Verification field for VisibleSuite, 364 video, 4, 4 accounts, 173 Squad, 423–424 “Welcome to YouTube” video, 228 Wordtracker tool, 93–94 vlogbrothers channel, 189, 189 werberoi channel, 272 Wright, George, interview, 83, VLogging channel, 56 Werner, Roi, 271 398–405 (video blogs), 232–236, what question for videos, 33–34, 34, www.118247.com, 253–254 235–236, 456 417–421, 418–421 www.Infowars.com, 252 Voicemail 2 program, 314–315 What the Buck?! show www.PrisonPlanet.com, 252 VSEO (video search engine earnings, 408–409, 408–409 optimization), 75, 86 views, 83, 102–103, 103 “What Works in Online Video X Advertising?” (MacMillan), 335 XML (Extensible Markup W “What YouTube Tools can you Language), 457 Wain, David, 101 Recommend?” video, 279 Wainy Days, 217 “What’s Hot” feature, 110 Y Walk, Hunter, 222–223 when question for videos, 34–36, Yahoo! Answers, 281, 282 Wallstrip show, 352, 352 421–425, 422, 424 Yahoo! Site Explorer, 367–369, 368 Walter, 129 where question for videos, 36–38, Yahoo! Video Warp, 281 37, 425–427, 426 defined, 457 Warren, Dr., 243 “Where the Hell is Matt? (2008)” launching, 2–3 watch page, 456 video, 153–156, 154 market share, 18, 21 “Watching The Web: How Online whip pan camera technique, 457 opinion leaders, 65–66, 65 Video Engages Audiences” “White and Nerdy” video SES overview, 10 study, 67 (Yankovic), 34 visits February 2009, 5

59690bindex.indd 473 7/1/09 3:22:16 PM Yahoo! Video Blog, 66 YouTube Fact Sheet, 78 “YouTube vs. Revver vs. Google Yankovic, Weird Al, 34 YouTube for Business (Miller), 401 Video” video, 279, 279 “Yell 118 247 Directory Heaven TV YouTube Handbook, 259, 260 , 3, 457 ad by Weebl” video, 254, 254 “YouTube Insight Overview” video, “YouTube’s Home Page Masthead “Yell adopts ‘Magical Trevor’ for 341, 341 Ad a Hit with Studios, First Ever Stand-Alone TV YouTube Live events, 224–225, 224, Networks” (Sullivan), 329–330 Ads for UK Business Directory 422–424, 422 YuMe, 312 Enquiries Service 118 247” “YouTube Live - Flip HD Video” video, 253 video, 279 Yell company, 252–253 YouTube Nation, 3–4, 3–4 Z “Yell extends 118 247 campaign YouTube Other section, 346 ZAGG case study, 445, 445 following success” “YouTube Pays” video, 409, 409 ZAGG Inc., 333–334 (Alarcon), 253 “YouTube Plays Partner” (Shields), 292 Zamost, Aaron, 394 Yell118247 channel, 253 “YouTube Presidency” (Vargas), 383 Zerillo, Nicole, 248 “Yes We Can - Barack Obama Music YouTube Product Manager, Matthew Ziff, William, Jr., 290 Video” video, 156–157, 156, 386 Liu, on YouTube’s Insight and Zipit, 164 “You Are Now Free to Link PR and Sponsored videos” video, Zombie, Rob, 410 Sales” case study, 83 43, 443 Zombiedeadman75, 410 You Choose 08, 60–64, 61–63 YouTube Search section, 345 Zonday, Tay (Chocolate Rain) Your Subscriptions, 457 “YouTube Sponsored Videos as celebrity, 88 YouTube, defined, 457 Overview” video, 323 “‘Chocolate Rain’ Original Song “YouTube Analytics: Marketers YouTube team, interacting with, by Tay Zonday” video, 474 Draw New Insights from Old 220–223, 222–223 137–138, 137, 449 in “Pork and Beans” video, 4

■ Uploads” (Rogers), 346 “YouTube Traffic Characterization:

YouTube Blog, 7, 446, 457 A View From the Edge” (Gill, at YouTube Live, 224, 423 YouTube Director, 93 Arlitt, Li, and Mahanti), 102 Zoom and Go site, 436 zoom camera technique, 262, 457 i n d e x YouTube EDU, 417, 418 “YouTube Videos Pull in Real Money” (Stelter), 291

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