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15 Nov

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THiNK Tylenol

November 15, 2013 | By |

We’ve just finished our Tylenol Nighttime content series; the Tylenol Sleep Centre launches this Monday. This project is an innovative idea for Johnson & Johnson, and soon many of their brands will be following suit.

The Challenge

Create content around relevant search topics. We identified high volume search terms, like “sleep facts” and “sleeping aids”. We asked ourselves “How can we capture this audience, and make Tylenol synonymous with a good night’s sleep.

The Solution

We generated a branded website around these search terms, complete with parallax infographics, videos about what sleep is and guides to a better sleep routine. The idea is to give the user something of value. They spend time on the site learning, creating an association between Tylenol and sleep (something we all need more of).

SC-TylBlog

Using search insights to guide content creation is a fairly novel idea for brands. Often search marketing is separate from creative. We managed to find the intersection between search data and content creation to present an engaging user experience that will drive traffic and keep Tylenol top of mind. We hope you enjoy it!

12 Oct

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YouTube Search Tricks: a Look into Youtube Search Filters

October 12, 2012 | By |

I know I can’t be the only person who hates YouTube’s search engine, even though it is run by the mighty Google! You would think that being owned by Google would mean they had the search feature down, but even with autocorrect you run the risk of thousands of results that have nothing to do with what you were looking for.

Since so many videos are uploaded to YouTube every day, there is too much entering the search pool to really narrow it down. You have to have a s pretty specific set of keywords and hope that what you are looking for is an official version, because that is what will be posted in the results first, with anything else buried.

But there are a few ways to get around this. Youtube filters can be great help!

To see the available filters, click on “Filters” button right next to the number of search results:

Filter #1 – Upload Date

It sounds over simplified, but being as specific as possible in your search is always a good idea.

Youtube would give you an option to see most recent results which were uploaded one day / week / month ago.

Search trick: Use the date filter for reputation management or to monitor your competitors’ efforts:

Filter #2 – Result Type

There are four types of results you can filter by: channel, playlist, movie and show.

Search trick: One of my favorite ways to search is by taking advantage of people’s playlists they have built on YouTube. It’s like hand-picked collections of the topics you are interested in!

Once you find one, you can play all videos in a row, or skip them as you choose.

Filter #3 – Duration

I hate going onto YouTube for a clip and having sift through dozens of results that are a few seconds long. If you are looking for something that is longer, like a full scene or even an episode, be sure to include it in the search. All it takes is saying something like ‘Criminal Minds, long’.

Filter #4 – Features

Thanks to some fast-evolving technology, you can get extremely high-quality videos on YouTube. You can search based on this kind of format, if you want to. The available search options are: High-definition, closed caption, partner video, creative commons, live now and 3D.

Search trick: Use “partner” filter to discover most popular channels in your niche!

Filter #5 – by Most Popular Channel

This is the newest filter added to the option list. I have yet to understand how these are determined but I am glad one of my channels MyBlogGuest did make it there:

Handy tip: Commas should be placed between keywords to activate the filters. So, if you were looking for Lady Gaga’s actual channel, you would put ‘Lady Gaga, Channel’ in the search box. Or, if you want to find something within a certain period of time, you need to type ‘Lady Gaga, this month’, or whatever amount of time you would be wanting to go back.

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13 Jun

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Video SEO

June 13, 2011 | By | No Comments

Videos on websites just make sense. If done right they can be the most effective way to convey a lot of information in a short period of time. That sounds pretty good by itself, right? Well BOOM! It also helps SEO! Bet ya didn’t think of that. So let’s take a look at how video can make you rank higher on Google.

1. Long-Stays.

Google algorithms are putting more and more emphasis on how long people stay on your site. People will tend to spend about 2 more minutes on sites that have videos over those without (this according to Comscore). This makes Google more likely to recommend your site.

2. Video gets Results.

Your chances of appearing on the 1st page increases 53-fold with an informational video. Video on websites is gradually picking up, but hasn’t fully caught on yet. Having a video hosted on YouTube can also increase your chances, as roughly 80% of the videos served up on Google are from YouTube. Of course that brings us to the dilemma of self-hosting or embedded links.

3. YouTube or Self-Hosted.

In hosting your videos you have to make a choice whether you want people to see the video or your site. Self-hosting means that your page will be the only place to see the video, so blogs wishing to share the video will have to link back to your site. However hosting on YouTube can really get your video out there. It will be more likely to show up in Google searches for one thing.

If you got this latter route, it is important to have added value on your site; a reason for people to follow the link in the description that takes them back to your webpage. For instance making reference to other information which can be found on your site, or additional videos on the subject in one easy to find location can entice people to go on to your site. Optimize for users, not search engines.

4. Reading Video.

While a video doesn’t offer much that Google can read and index (yet), there are a variety of ways to adapt the content to become search engine friendly media.

  • Screenshots; Can be shared on Flickr or other photo hosting social media.
  • Text Transcriptions; Useful if the user cannot use their speakers because they are at work for instance.
  • PDF Downloads; Made from the Screenshots and Transcriptions.
  • PowerPoint Slideshows; These can be shared for instance on slideshare.net
  • Audio Podcasts; Perhaps the audio itself is enough to convey your message.

So there you go, more proof that a website without a video is like a dog without a bone. That little bone not only contains valuable information about your business, but also attracts other dogs looking to steal that bone. Only in the case of information, it doesn’t leave your website when someone watches your video, but rather copies are made inside peoples brains. In this way video is less like a bone and perhaps more like an amoeba or other single-cell organism capable of mitosis.

13 May

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You Tube vs Boob Tube: YouTube Ad Impact on Brand Metrics

May 13, 2011 | By | No Comments

YouTube released some interesting numbers today on YouTube’s effects on brand metrics as compared to Television (for the sake of simplicity let us refer to each of them by their acronyms — TV and YT). They polled people in 3 groups:

  • Ones who had been exposed to ads twice in one week on YT but none on TV.
  • Ones who had been exposed to ads twice in one week on TV but none on YT
  • And ones who had been exposed to both mediums, but not seen ads on either (as a baseline).

Ad Recall they found to increase an average of 60% on YT compared to 62% on TV. No big surprise. Brand Image was found to increase by 7% on YT over the 2% of TV. Already we see YouTube’s positive effects in a world that is turning increasingly to the internet for its entertainment.

On to Purchase Consideration. The effect of YT here is particularly strong at a 14% increase, over a 3% increase in brands advertised on TV. If only you could hyperlink TV ads, am I right? Likewise, YT pulls ahead again in Recommendations, to the tune of 15% over TV’s 2% increase in likelihood to buy advertised brands. Yet another product of the difference in mediums, be in through the immediate call to action or the integration of social media.

So who wins? You do, if you save a piece of that ad budget pie for a YouTube masthead. When combined with TV advertising Brand Image increases an average of 9% over TV alone.

13 May

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“Charlie Bit My Finger” gets zombie remake

May 13, 2011 | By | One Comment

Classic viral video “Charlie Bit My Finger” is getting a cinematic remake. The CFC WorldWide Short Film Festival commissioned 3 film makers to remake the viral video. Of the 3, a zombie remake has garnered a lot of attention. It was featured on Mashable “Charlie Bit My Finger Reimagined as a Zombie Film “.

The film was directed by Toronto-based film maker Jeff Chan who is no stranger to viral videos. His last video to have gone viral is popular Call Of Duty short film/trailer “Find Makarov” launched in early March of this year. He is the owner of the collective “We Can Pretend“, which is a company that specializes in viral content. In its inception WCP entered in a Doritos online viral video contest. They won first place by getting the most amount of views, embeds and votes.

The other two films below are Charlie Bit My Finger The Musical (Directed by Sammy Ray Welch) and Charlie Bit My Finger The Dark Comedy (Directed by Lewis).