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Media Sharing

Alex Turano Web Marketing February 6, 2013

Media Sharing
Sites that allow users to create and upload multimedia content UGC = User-Generated Content Today, marketers are able to create videos with very little expertise and upload them to YouTube to reach millions of users.

Media-Sharing Timeline
1997 - IFILM.net 1999 Ofoto, Shutterfly, and Webshots 2002 FlashMX 2003 Photobucket & ImageShack 2004 Flikr 2005 Youtube 2006 SlideShare

Video-Sharing History
IFILM -Launched 1997 -One of the first social media-sharing sites -Online collection of short videos where users could also submit their own work -Videos were streamed using browser plug-ins such as Windows Media Player, QuickTime, and Real Player. Flash MX -Launched 2002 -Introduced ability to include and play videos within a Flash file -Replaced the need to download a special streaming video player

Photo-Sharing History
Ofoto, Shutterfly, & Webshots -All launched in 1999 -Allowed users to upload their pictures and share them with the world Photobucket & ImageShack
-Launched in 2003; spawned by rising popularity of MySpace

Flikr
-Launched in 2004; social media-sharing hit its stride -Combined easy photo uploading with tagging and social networking functionality

Protocol: Tags
Tag

-Word assigned to a piece of content that helps describe it -Used to search content that is not textual -Creates categories that all content with that tag falls into Nonhierarchical Feature has made its presence on almost every media-sharing website in existence

Protocol: Tags
Space-Seperated Entered in a list with space in between You cannot have a single tag with a space inside it Example: socialmedia vs. social media Comma-Seperated Written as a list with commas between the tags You can use spaces inside the tags

*TIPS -Start with the most specific words, such as name of the person or place in the photo/video, what ever is visible in the picture -Move on to general, categorical words -Try to think of every relevant word someone might search for

Protocol: Digital Asset Optimization


(DAO) The process of taking stock of the digital content you already have, getting it online, and into social media where it can help drive buzz and traffic

Universal and Blended Search -Where multimedia content is displayed in regular search engine results -Easy way into social media

Protocol: Organic Content


Two ways in which content is posted to mediasharing sites 1. When a company creates and publishes content; important in the early stages of social marketing for a company 2. When people outside the company organically create media about the content; Holy Grail of social marketing

YouTube
Established by three PayPal employees, Chad Hurley, Steve Chen, and Jawed Karim Officially activated on February 14, 2005 Started as an angel-funded enterprise from a makeshift office in a garage Early headquarters was located above a pizzeria and Japanese restaurant in San Mateo, CA In October 2006 Google buys YouTube for $1.65 billion

YouTube
1st YouTube video link, Me At The Zoo http://www.youtube.com/watch?v=jNQXAC9I VRw

YouTube: Your Profile


User accounts on YouTube = channels Once you have chosen your username, you cannot change it; determines YouTube URL Profile Customization
Title and description field Specific foreground and background colors, fonts, and you can hide or rearrange specific sections

YouTube: Your Videos


Large commitment of attention, studies suggest it is nearly impossible to multitask while browsing YouTube Key to successful video = short and engaging Embedding -Allows anyone to copy a line of HTML code from and paste it to another site -Encourage viral marketing Thumbnail image -First exposure a user/viewer has to your video Honors Section -Lists most actively watched videos in each category -Generated by an algorithm that measures activity over time

YouTube

Flickr
Established in February 2004 by Ludicorp, a Vancouver-based company founded by Stewart Butterfield and Caterina Fake. Webs largest publicly accessible photo archive Facebook photos are used more but does not make them publicly viewable Great for executing DAO by uploading not only photos but also graphs and charts Best used to tell companys story vs. simply conducting advertising

Flickr: Your Profile


Community Features Slideshow feature -Allows you to put a group of photos into an interactive block that users can scroll through. -Created from sets, tag pages, or search results

Flickr Accounts
Free
Allows you to upload two videos and 300MB of photos every month Photo stream is limited to the 200 most recent images you've posted. Allows you to tag, caption and set copyright permissions on photos, and organize them into collections and sets.

Paid
$24.95 per year, unlimited uploads, storage, sets and collections Access to your original files Ad-free browsing and sharing, and HD video uploads and playback. A pro icon is added next to your username Personal access to information about how people are finding your account

SlideShare
Media-sharing site that allows you to upload and share presentations Launched in October 2006 Presentations = transformed into YouTube-style Flash widgets that can be embedded on other sites and blogs

Users can upload files privately or publicly in the following file formats: PowerPoint, PDF, Keynote or OpenOffice Slide decks can then be viewed on the site itself, embedded on other sites, or on hand-held devices

SlideShare: Your Presentations


Keep slides short while still including valuable information Keep fonts large enough to be legible Importance of your title slide -Easy to read -Enticing thumbnail -Title becomes URL Provides list of tags you can use to label your video slideshow

SlideShare

Company Account -Gives you space to enter size and industry of your company Professional Speaker -Allows you to enter three conferences you have spoken at as well as links to your speeches Default Type -Best for individuals who do not fit into either of the above categories

Slideshare: Social Aspects

Parallel to YouTubes Honors, Slideshare has a list of Featured presentations on its home page Added functionality allowing you to include a YouTube video in your presentation Find groups that will be interested in your presentations, join them, and share your slide Find additional presentations you like, comment on them, and/or favorite them

Top 5 Photo-Sharing Sites


1. 2. 3. 4. 5. Flickr Tumblr Picasa Photobucket Shutterfly

Picasa

Top 5 Video Sharing Sites

1. 2. 3. 4. 5.

YouTube Vimeo MetaCafe Hulu Veoh

Top Fashion Media-Sharing Outlets


Polyvore Fashism Pose Luster Snapette Instagram StumbleUpon

Media Sharing
http://www.youtube.com/watch?v=5yxuljHX09I

Works Cited
Zarrella, Dan. The Social Media Marketing Book. Beijing: O'Reilly, 2010. Print. http://www.techsupportalert.com/top-5-videostreaming-websites.htm http://usatoday30.usatoday.com/tech/products/story/ 2012-04-01/photo-sharing-website/53895950/1 http://prcouture.com/2012/02/28/fashion-pr-how-5fashion-iphone-apps-engaged-influencers-during-nyfw/ http://www.fashionotes.com/content/2012/07/thetop-10-crowdsourced-fashion-sites/