Sheila's Guide To The Good Stuff

I saw a question by a New England DMO (Destination Marketing Organization) in the LinkedIn Group “DMAI Convention and Visitors Bureau Network” about how to best use online video – they had a few ideas but wanted to ensure that they “maximized potential reach.”

In the spirit of reusing content you’ve already made, here is my answer to them, made into this blog post:

Are the videos available on your YouTube channel?

If so, they can help you with SEO if they are titled, described and tagged with the applicable keywords for each particular video.

Make sure you allow sharing.  As a blogger I like to occasionally share good videos, either embedded in a blog post of my own – like I did with a Guerrilla Packs video in this year’s Passports with Purpose prize post - or, if it’s tourism-related, on our business Facebook Page.

I’d also recommend captioning them for the deaf/hard of hearing – the transcript attaches to the video description, which also helps SEO. Google offers an auto-transcript for some videos that are in English, but the voice recognition is a work in progress (to put it charitably) so you’ll need to heavily edit the text to make it accurate.

For more help with web accessibility issues like captioning, I cannot recommend Glenda Watson Hyatt enough – she’s dynamite.

Videos do very well on Facebook, especially if they’re short, and you can tweet about them as well (the shortened youtu.be URL will open and play right in TweetDeck, for example, so I’m more likely to watch it if I see the tweet.)

If the video would appeal to meeting and event planners, put it on your LinkedIn Company Page for your DMO. You can always get more out of LinkedIn than you think.

I’d have a blog post to go with every video, and of course that post itself will help with SEO. Nothing elaborate; just a little background about the video and then the embed box. Always include a direct text link to the video’s page on YouTube, in case someone is looking at the post via RSS (which won’t show embed boxes) or the embed box goes on the blink.

Once you have the permalink URL to your blog post, go back and add it to the video description on YouTube.  That’s one more way to close the communications loop so if someone finds the video directly on YouTube, they can click through to your blog from the video description. The link is No Follow, but humans can follow it, which is what really matters.

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When you publish to the web, always consider the best possible way to spread your content as widely as possible, and make that content easy for people to share.

It does take more time up front, but increases the chances that more people will see the stuff that is important to you. Yes, even a simple retweet (republishing someone’s tweet in your own Twitter stream) counts as online content, and deserves thoughtful consideration.

Rewire your head to think this way, and your social communications efforts will go further.

How?  Here ‘s an example….

My longtime travel writer friend, Minnesota-based Leif Pettersen, is a talented juggler (he’s also talented at making omelets and quaffing Strongbow hard cider, but let’s not get distracted here.)

So, I see a tweet of his – he’s @LeifPettersen on Twitter – talking about his video from the 2011 International Jugglers’ Association Festival that he just attended. The link he used went back to his own blog post, with the video embedded there, but I decided to do some tweaking before I helped send it down the digital road.

The specific URL matters

I went to get the permalink URL of the actual video uploaded on Leif’s YouTube channel. You can get there from any YouTube video embed box – look at the bottom right of the box and mouse over the YouTube logo. It will say “Watch on YouTube.” Click through to go there.

Pros: I want to tweet the YouTube URL because I and many of my followers use TweetDeck or Hootsuite dashboards for Twitter, and a YouTube URL opens right in the dashboard for viewing rather than forcing another tab to open in a browser. That way, people are more likely to click Play and watch Leif’s video right at that moment.

Cons:  Leif would probably prefer Twitter traffic to be driven to his blog to watch the video. Understandable, but I’m mostly interested in maximum people finding out about him (because he’s a great guy) so my priority is to make the video as easy as possible to watch.

ABC – Always Be Connecting

As long as I’m on Leif’s YouTube channel getting the URL for the juggling video, I confirm that I’m subscribed to his channel myself, I click the “thumbs up” icon to Like his video, and I can also mark it as a Favorite.

Every little bit helps give his content more visibility in search engines, and the Likes and Favorites are also reflected in the Recent Activity section of my Sheila Scarborough YouTube channel, similar to updates that show up in news feeds on Facebook and LinkedIn.

Pros: More love for Leif’s content. Increases chances that he’ll buy me a Strongbow when we visit in person.

Cons: None that I can see.

Who else needs a nudge?

Back over on Twitter, I’m ready to tweet about Leif and the jugglers, but first, I want to capture more attention by including possibly related Twitter handles. Who else can I lead to his Twitter profile and video?

Let’s see, is the International Jugglers’ Association on Twitter as well? You bet; they’re @IntJugglersAssn and I want to ensure they know about Leif’s video if they don’t already. One of the best ways to do that is to include their Twitter name, which they will see I’ve done when they check their Twitter account for mentions. In a perfect world, they’ll retweet Leif’s link as well (and say thanks to him.)

My tweet ultimately looked like this:

“Juggle THIS!  Things fly in this video from @IntJugglersAssn festival  http://youtu.be/zKxPTFgML1I  by @LeifPettersen”

Bonus points – was there a juggling festival hashtag that people might be following? I’d have worked that in, too. There was none that I could find in this case.

More bonus points – Send it out from another account? My business partner Becky McCray and I also tweet as @TourismCurrents. Our customers – tourism organizations – spend a lot of time trying to attract festivals, meetings and special events. Maybe they would be interested in this big juggler bash.

I hunted down the Twitter handle for the city that hosted the 2011 festival – Rochester, Minnesota – and sent out an additional, separate tweet as @TourismCurrents that included the Twitter handle of the Rochester CVB (Convention and Visitors Bureau.)

It looked like this:

“What fun @RahRahRochester CVB must have had hosting this juggling event!  http://youtu.be/zKxPTFgML1I  via @LeifPettersen”

Pros:  Same content, tailored slightly differently, went out from two different Twitter accounts. A few thousand more people have a chance to see Leif’s video, and the Rochester CVB gets a shout-out.

Cons:   Many of the same people follow me both as @SheilaS and @TourismCurrents. I don’t want to overload their streams with too much duplicate or close-to-duplicate content, so I try to put a minimum of 10 minutes or more between similar tweets that go from both accounts.

Why bother with all this?

A few minutes of thought – a little extra research and digging – over the course of the almost four years that I’ve been on Twitter….well, the extra efforts add up in reach and impact.

All you’re doing is pausing to think, “Who else should know about this content, and what is the best way to get their attention?”

It’s the persistent, relentless mindset needed for winning a marathon. If you’re in the communications game for the long haul, you’ve got to play it that way.

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Ask yourself this question:  when is video content better for your objectives than anything else, including photos or text?

Answer  -  the best reason to shoot video is to show something interesting that wouldn’t be as powerful if shown any other way.

Here’s a 36 second example below from my own video archives….a bow-making machine at the Hallmark Visitor Center in Kansas City, Missouri.

Even though it was one of my early efforts with a Flip camera, and even though my voice narration is fighting to be heard over the mechanical noises and the voice of a nearby tour guide (bad audio is the video click-away kiss of death) I still can’t think of anything besides video to really show how bows are made.

For some of the stories that you want to tell, video is more effective than any other medium. How can YOU use it?

Direct link to the video below on YouTube.

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When someone asks me about social media in the hospitality industry, I usually mention the Roger Smith Hotel in New York, AJ Bombers restaurant in Milwaukee and the blog written by Hawaii-based Outrigger Hotels.

Then I wish that I knew more examples.

That problem was just partially solved by this excellent presentation on Slideshare by Lara Dickson, a designer and social media marketing expert based in Vermont. It’s also included in her own blog post, Social for Hospitality 101.

It covers all that any hotel or restaurant needs to know about getting started using social media tools for marketing, and it’s full of ideas and examples.

Thanks a bunch, Lara!

Direct link to the presentation Adding Social Media to Your Hospitality Marketing Toolkit.

I was working with a tourism-related client recently about incorporating more video into their website and destination marketing.

That inspired me to dig around in the Insights (analytics) section of the YouTube channel for another small CVB (Convention and Visitor’s Bureau) that I’ve worked with in the past, to see what sort of information I could glean.

Here’s what I found – perhaps it will help you with your own tourism videos.

**  Views average 35 – 40 a day. We started seeing solid jumps in viewership as soon as we began posting consistently. Ranking on page one in Google SERPs (Search Engine Results Page) for desired keywords in YouTube Search took about 2 months, because we needed 3 -4 videos to really crank it and we released them slowly.

**  Viewership is 64% male, largest viewership is people aged 45 – 54.  There are a mix of people, but the top viewers are not younger people, contrary to video-watcher stereotypes.

**  Most people find this CVB’s videos with YouTube’s search engine, or they click around on the channel page, or they come over to our stuff from related videos.  The VAST majority, though, across all videos, find them with YouTube Search.  I was surprised by how low plain ol’ Google search ranked as a way that people find our stuff, even with the importance of video to universal search.

**  We do see people click and watch videos from the CVB homepage (where they rotate) but not a whole lot.  On a few videos, they watched it more times on the homepage than on the CVB Facebook Page (where they are also posted) which rather surprises me, but then again a Facebook video may get buried quickly whereas it rotates up to the homepage more than once.

**  The most popular video so far is an interview tied to a niche sport that held a training camp in town. The fan base is small but very enthusiastic, plus the featured team won a big tournament after the camp, which increased interest.

More data on this popular video:

—>  Most of its views, like the others, come from YouTube Search. I’d researched specific keywords for that sport and added more as I saw them being used in search strings, which paid off in making the video easier for people to find.

—>  25% of the viewers of that video watched it on a mobile device.

—>  It was embedded elsewhere but most views other than on the YouTube channel came from when we put it on the CVB Facebook Page (it helped that we tagged people in it plus the sport’s governing body.)  The second largest number of off-channel views came from embedding it in a guest post that I wrote for a sports information and networking site.  The third largest number of off-channel views came from people watching it in a post in a Ning group related to the sport.

Takeaways for you?

Have a plan going in that makes sense for your market, produce consistently and as often as possible, optimize your video for SEO, don’t discount the value of niche groups for spreading the word, make sure it looks good on a mobile device and allow the video to be embedded in places other than your YouTube channel.

Have you seen any interesting data from tourism video that you’ve done? Let me know in the comments – thanks!

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Did you know that you can make your very own Search Story video like Google’s Parisian Love that played as an ad during the Super Bowl?

They are a lot of fun, and it’s not hard at all.  Think of how you might make one to highlight an upcoming event or cool attraction in your town.

Here’s what I learned while making one:

• Be already logged into the YouTube account that you’re going to upload it to (I used our Tourism Currents YouTube channel) and be ready with your password again when it’s time to upload.
• Try to use more than one of the available search options (Web, blogs, images, maps, etc.)   It makes the video much more interesting visually.
• Use fewer words in the search box. They’re easier to read at the rapid speed of the Search Story.
• Pick those words carefully and know ahead of time what search results will come in (there’s a Preview button for you; I think I wore mine out.)  I had one innocuous search term bring back something to do with strippers (don’t need people seeing that in my video, thanks very much.)
• Listen to at least a snippet of all of the available “soundtrack” music. Some might be a surprisingly good fit.
• Don’t be afraid to go back and edit if you aren’t happy with the final result. We won’t say how many times I re-did the video below, or I’d have to put up an “Anal-Retentive” warning sign on the blog.
• Once it is uploaded to your YouTube channel (done automatically and FAST by Google) go back into the Edit function on your channel and make sure the video is titled, tagged and described, which helps with SEO (Search Engine Optimization.)

Here is the 35 second Search Story that I made in support of our upcoming Tourism Track October 14 at BlogWorld and New Media Expo….

….and here’s a direct link to “Tourism and Bloggers: How Can They Connect?” on our YouTube channel in case you can’t see the viewing box below.

Just released yesterday:  a 31 second video from Florida tourism that encourages visitors to check the Florida Live site for real-time updates on beach conditions (an example of using social media for crisis communications.)

The gist is that there are hundreds of miles of Florida coastline, so visitors should not assume that every inch of it is oil-covered.

Here is the direct link to the “Need to Know” video on YouTube if you can’t see the embed box below.

You know I’m getting a bit more into video production for CVBs and tourism organizations, and I want to ensure that you understand how important it is to optimize your video content for SEO (Search Engine Optimization.)

Great videos that are never found are just….nice.

The video below features Greg Jarboe telling you a little bit about how to increase your chances of being found – here’s a helpful article on press release and video SEO on Jarboe’s own site.

Hat tip to State of Search, who interviewed Jarboe at the International Search Summit in London this month.

Here’s the direct link to the video on YouTube, in case you can’t see the embedded box….

I’ve been working with my local Convention and Visitor’s Bureau (CVB) in Round Rock, Texas to create some fun videos that give a personality to the city.

As I discussed in my post Look before you leap into HD video, it’s been a bit of a learning curve to “up my game,” but we’re just about there and today I uploaded the first three videos in a series that we’ll be producing for the foreseeable future.

The video below (here’s the direct link) is an interview with our Mayor. It has a few glitches that my perfectionist self wrestled with, but I’m reasonably happy with it and wanted to share it with you.

Our Sports Capital of Texas YouTube Channel awaits your subscriptions and comments – thanks!

We are used to seeing handicapped parking spots and curb cuts, but how many of us think about the accessibility of the Internet – specifically travel and tourism Web sites – to those with disabilities?

As I discussed in an earlier post (Can you see this? Let’s talk Web accessibility) I’ve become a convert to the importance of making the Web accessible to everyone, including those who cannot hear or see very well.

By the way, if you are young now but plan to live to old age, come to grips with the realization that you won’t be able to see or hear as well as you do now. Web accessibility matters to everyone, eventually.

The disabled travel, too, and there are millions of them.  Have you thought about whether your tourism-related Web site gives them the information they need to plan a trip?

I’m trying two different tools to make my own content more understandable and easier to use.

Perhaps you can find some useful ideas here for your own site….

1)  BuzzVoice.  Look at the right-hand sidebar on this blog; you’ll see a little phone-looking icon (we call it a widget) created by a company called BuzzVoice.

It uses text-to-speech software to turn my written words into spoken English, so a visually-impaired or dyslexic person can still absorb my content.  Thanks to this post about BuzzVoice by Jason Falls, I’m helping out with the software’s beta-testing.  Your feedback is, of course, most welcome down in the comments for this post.

Is something like this only for the visually-impaired? Nope; another benefit is that people who have long commutes, road trips,  workouts or who simply love audio content can “listen” to my blog posts on iPhones, iPods/MP3 players & other mobile devices (and now on the new iPad.)

To share the Sheila’s Guide talking widget on Facebook, Twitter & other social sites, just click the “Grab This” button at the bottom of the widget (you can embed it like you do a YouTube video.)  You can subscribe to the vocals as an RSS feed or as an iTunes audio feed.

The software doesn’t “translate” perfectly, of course, and it’s an electronic voice rather than my own, but still, it’s a step ahead for allowing multiple ways for readers to enjoy the site.

2)  Video captions.  A service to help you with automated video captioning is now available for all YouTube users, so I’m trying it out on a few of my own videos.

I’ve been schooled by Web accessibility expert Glenda Watson Hyatt on the importance of video captioning for the hearing-impaired (here are some captioning tips on Glenda’s blog) but until this machine transcription service, it was “too hard” and “took too much time.”

To request a machine transcription (the software for it was created by a deaf Google engineer) go to the Edit function of your selected video and look for the tab labeled “Captions.” Click that, and ask for an (English only) machine transcription if it’s not already been done.

You’ll get an .sbv file to download and edit.  I recommend opening it in WordPad for better formatting. You’ll see the words lined up with the time that they were said in the video; you’ll also see that the speech-to-text technology is….er….not terribly accurate.

No matter:  at least you have a time-synched rough draft transcript to work with, right?

Rename the “captions.sbv” file something like “Smithville downtown video transcript.sbv” and go to work – edit the file to make the text match what is actually said in the video.

It is much easier to edit a video when the speaker is clear and speaks slowly; since I tend to speak quickly when I narrate my own videos, I am a pain to edit.

When the .sbv file is ready, upload it back on the same Edit page for the video, and it will automatically be entered into the video.  Watch the captioned video all the way through to make sure everything is correct.  If there is a problem, go back to editing, remove the old file and re-upload your corrected one (it will again be automatically added to your video.)

Here is one of our Tourism Currents videos with captioning: 60 Seconds on Blogger Outreach with Zoetica Media’s Kami Huyse.

Are there SEO (Search Engine Optimization) benefits to adding this caption text to your videos? My very preliminary research indicates that the jury is still out on SEO benefits of YouTube’s captions, but at least now you have a transcript that you might be able to add to the video description or place into your own blog post below the video’s embed box (and that text WILL be indexed by search engine bots.)

More importantly, actual humans appreciate captions. Here is a video from the California School for the Deaf High School (here’s a direct link to it on their YouTube channel) with students explaining why they’re so excited to have more captioned video content – I dare you to watch it and not realize the power of Web accessibility: