MGMT 6311 Final Study Guide
The four most common videos - ANS-Explainers, Product Demos, How-Tos, Testimonials
Business Goals for Using Online Video - ANS-Communication, Sales, Lead Generation,
Customer Service, Promotion
Video Content Tips - ANS-- Capture attention early
- Keep it short
- Keep it casual
- Maintain relevance
Why Use Onsite Video? - ANS-- Make website stickier
- Capture customer/prospect attention
- Create buzz — viral distribution
- Disseminate information more clearly
- Build product/service interest with a human connection
- Entice conversion/purchase
Onsite Video Best Practices - ANS-Providing Control — Stop, pause, rewind, volume control,
size
Context — Consider using text, music and images to support video
Highlights — Display video topic summary, duration, thumbnail preview
Ease of Dissemination — Make it easy to share the video with other users (e.g. links and social
bookmarks)
VSEO - Marketer Driven Components - ANS-Keyword relevance
Title
Description
Meta tags
Keep channel content fresh (new videos & comments)
Encourage likes and sharing
HD
VSEO - Consumer Driven Components - ANS-Ratings
Comments (use to engage audience — also useful as a market research tool)
Views
Shares
Playlist additions
Subscribes
Flags
, Video Measurement & Reporting - ANS-Watch time
Views
Average view duration
Likes and dislikes
Comments
Shares
Videos in playlists
Subscribers
Audience Retention
Demographics (Age, gender, and geography)
Traffic sources
Playback locations
Media Types - ANS-Paid Media, Owned Media, Earned Media
Paid Media - ANS-"General Customers" - Traditional advertising: print, television, radio, display,
direct mail, paid search, retail/channel
Owned Media - ANS-"Customers" - Corporate web site, campaign microsite, blog, brand
community, Facebook fan page, mobile, etc.
Earned Media - ANS-"Super Fans" - Referral, Facebook comments, Twitter (@mentions,
@replies), Vine, Blogs, forums, review sites
Types of YouTube Ads - ANS-Display ads
Skippable/Non-skippable video ads
Overlay ads
Bumper ads
Sponsored cards
Youtube Video Optimization Checklist - ANS-Video Filename
Title
Tags
Playlist
Description
Promotion
Keywords
Mobile Phone Characteristics - ANS-Personalization — 1-to-1 usage
Proximity — almost always carried
Always on
Payment transaction capabilities
Native content creation functionality
Measurement
The four most common videos - ANS-Explainers, Product Demos, How-Tos, Testimonials
Business Goals for Using Online Video - ANS-Communication, Sales, Lead Generation,
Customer Service, Promotion
Video Content Tips - ANS-- Capture attention early
- Keep it short
- Keep it casual
- Maintain relevance
Why Use Onsite Video? - ANS-- Make website stickier
- Capture customer/prospect attention
- Create buzz — viral distribution
- Disseminate information more clearly
- Build product/service interest with a human connection
- Entice conversion/purchase
Onsite Video Best Practices - ANS-Providing Control — Stop, pause, rewind, volume control,
size
Context — Consider using text, music and images to support video
Highlights — Display video topic summary, duration, thumbnail preview
Ease of Dissemination — Make it easy to share the video with other users (e.g. links and social
bookmarks)
VSEO - Marketer Driven Components - ANS-Keyword relevance
Title
Description
Meta tags
Keep channel content fresh (new videos & comments)
Encourage likes and sharing
HD
VSEO - Consumer Driven Components - ANS-Ratings
Comments (use to engage audience — also useful as a market research tool)
Views
Shares
Playlist additions
Subscribes
Flags
, Video Measurement & Reporting - ANS-Watch time
Views
Average view duration
Likes and dislikes
Comments
Shares
Videos in playlists
Subscribers
Audience Retention
Demographics (Age, gender, and geography)
Traffic sources
Playback locations
Media Types - ANS-Paid Media, Owned Media, Earned Media
Paid Media - ANS-"General Customers" - Traditional advertising: print, television, radio, display,
direct mail, paid search, retail/channel
Owned Media - ANS-"Customers" - Corporate web site, campaign microsite, blog, brand
community, Facebook fan page, mobile, etc.
Earned Media - ANS-"Super Fans" - Referral, Facebook comments, Twitter (@mentions,
@replies), Vine, Blogs, forums, review sites
Types of YouTube Ads - ANS-Display ads
Skippable/Non-skippable video ads
Overlay ads
Bumper ads
Sponsored cards
Youtube Video Optimization Checklist - ANS-Video Filename
Title
Tags
Playlist
Description
Promotion
Keywords
Mobile Phone Characteristics - ANS-Personalization — 1-to-1 usage
Proximity — almost always carried
Always on
Payment transaction capabilities
Native content creation functionality
Measurement
