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HOW to MAKE MONEY with Youtube Earn Cash, Market Yourself, Reach Your Customers, and Grow Your Business on the World’S Most Popular Video-Sharing Site HOW TO MAKE MONEY WITH YouTube Earn Cash, Market Yourself, Reach Your Customers, and Grow Your Business on the World’s Most Popular Video-Sharing Site BRAD AND DEBRA SCHEPP New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Copyright © 2009 by Brad and Debra Schepp. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the pub- lisher. ISBN: 978-0-07-162618-7 MHID: 0-07-162618-2 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-162136-6, MHID: 0-07-162136-9. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trade- mark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please visit the Contact Us page at www.mhprofessional.com. How to Make Money with YouTube is no way authorized by, endorsed, or affiliated with YouTube or its sub- sidiaries. All references to YouTube and other trademarkedproperties are used in accordance with the Fair Use Doctrine and are not meant to imply that this book is a YouTube product for advertising or other com- mercial purposes. Readers should know that online businesses have risks. Readers who participate in online business do so at their own risk. The author and publisher of this book cannot guarantee financial success and therefore dis- claim any liability, loss, or risk sustained, either directly or indirectly, as a result of using the information given in this book. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly pro- hibited. Your right to use the work may be terminated if you fail to comply with these terms. THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUARAN- TEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTIC- ULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill has no responsibili- ty for the content of any information accessed through the work. Under no circumstances shall McGraw- Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar dam- ages that result from the use of or inability to use the work, even if any of them has been advised of the pos- sibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise. To our nieces, Elissa Sorkowitz Lejeune and Adina Sorkowitz Levin: When you were small we thought that you were brilliant, beautiful, and completely magical. Now that you’re grown, we know it to be true! This page intentionally left blank CONTENTS ACKNOWLEDGMENTS ix INTRODUCTION xiii CHAPTER 1 YOU TOO CAN BE A YouTube STAR! 1 YouTube and You 3 A Quick Guided Tour of YouTube 9 A Little YouTube History 21 Using YouTube for Fun and Profit 24 What I Know Now 27 Just for Fun 27 CHAPTER 2 MARKETING YOURSELF THROUGH YouTube 29 Performers 33 People in Business for Themselves 39 YouTube Teachers 46 Video Résumés: Good Idea or Bad? 49 College Admissions Videos 54 What I Know Now 56 Just for Fun 57 CHAPTER 3 MARKETING YOUR COMPANY ON YouTube 59 What Types of Videos Work Best? 62 Do YouTube Views Equal Revenues? 70 v CONTENTS How Can Your Company Use YouTube? 77 What I Know Now 82 Just for Fun 83 CHAPTER 4 CREATING YouTube VIDEOS 85 Here’s What You’re Up Against 87 Preplanning: Research and Goals, Goals and Research 89 Storyboarding and Shooting Your Video 101 What I Know Now 118 Just for Fun 118 CHAPTER 5 PROMOTING AND DISTRIBUTING YOUR VIDEOS 119 Simple Promotion and Distribution Steps 122 Advanced Promotion and Distribution Methods 135 What I Know Now 151 Just for Fun 151 CHAPTER 6 YouTube: YOUR NEW REVENUE STREAM 153 YouTube’s Partner Program 154 Redirecting: Selling Something via Landing Pages 156 Video Advertising 162 Leveraging Your Videos 168 Promotional Sponsorships 175 Check out YouTube’s Screening Room 178 YouTube’s Competitors Want You 179 Assessing the Effectiveness of Your Videos 180 What I Know Now 182 Just for Fun 183 vi CONTENTS CHAPTER 7 OTHER VIDEO-SHARING SITES AND THE FUTURE OF YouTube 185 Broad Coverage Sites 187 Niche Video-Sharing Sites 197 What about Your Own Site? 205 A Multiplatform Strategy 206 Search for Tomorrow—What Lies Ahead for YouTube 207 What I Know Now 213 Just for Fun 214 INDEX 215 vii This page intentionally left blank ACKNOWLEDGMENTS Any book requires hundreds of hours of research and then hun- dreds of hours of writing. Although we’ve worked on many projects together in our years as writers, we’ve never been a team of only two players. There are always hundreds of people behind any project, and this one was no different in that respect. Where it was different was in how much fun it was to research. We’ve never laughed so hard while working! We’ve also rarely met a group of people who are so optimistic, creative, and energized about what they were doing. We’re going to do our best to thank them all, but because we know we’re bound to miss a few, please accept our apologies before we even begin. The Internet is vast, and YouTube is a big neighborhood, but we honestly feel that we leave this project behind with a whole corral of new friends. We wish all of you success. First, we’d like to thank Aaron Zamost, Corporate Communi- cations, YouTube, for his Johnny-on-the-spot help. Lynn Tornabene of Google was also there just when we needed her. As for the YouTube experts: we’ll start with Michael Buckley of the ever-entertaining, and addictive, WhatTheBuck?! Asa Thibo- daux, you are truly a kind and funny guy. Here’s the deal: if we’re down to our last $10, and you tell us you’re hungry, we’re all going to Taco Bell! He’s a dad who used YouTube to forge a whole new career against some pretty major odds, and then he was kind enough to share his experience with us. To Davide Ricchetti, a guitar-painting artist and a natural wonder, we’d like to say grazie mille. Thank you, Paul “Fitzy” Fitzgerald—a guy who seems to always be having fun and enjoying life. Paula Drum, vice president, Digital Tax Market- ing, H&R Block, showed us that even serious tax types are into YouTube. David Mullings of Realvibez, you were always there when we had a question, and you may have taught us more than anyone about successful marketing on YouTube. Kipkay is one of the ix ACKNOWLEDGMENTS brightest stars in a galaxy of stars, and always willing to help, thanks Kip. Anuja Balasubramanian and Hetal Jannu were wonderful, and we only wish we lived close enough to them so we could invite our- selves for dinner. Watching their YouTube show, ShowMeTheCurry! made us stop for lunch every single time! Arnel Ricafranca of Fit- ness VIP showed us we had nothing to fear but his abs. Tube- Mogul’s David Burch is one of the true pioneers of this new field, and Steve Hall of AdRANTs whose blog of the same name (AdRANTs, not Steve) is something your inbox will enjoy every day. Jon Hilner of the University of Alberta found fame with Diagnosis Wenckebach and showed that even overworked medical students just want to have fun on YouTube. Leah Nelson and Jay Grandin of GiantAntMedia.com, made us take a second (and third) look at how we shower. (Honestly, guys, where did you hide that camera to learn how we shower?) Marc Black created a video that gave Martha Stewart pause, and Bob Thacker, Senior Vice President of Marketing and Advertising at OfficeMax, blew away any precon- ceptions we may have had about “corporate types.” The same is true for Michael Parker of Serena Software.
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