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    Well, according to Comscore’s latest report, YouTube has now overtaken Yahoo and sits in second position (behind Google of course) when it comes to online search. Quite an achievement! But, to be honest, it some respects, it really doesn’t matter where they are in the rankings – the fact is that the 60m+ visitors it attracts on a monthly basis speaks volumes on its own. It also begs the question – how are you using video to benefit your blog and your business?

    Where videos prove their worth

    Video, together with the increasing use of social media such as blogs, social networking and podcasts in marketing, has been winning new fans because of the extra dimension that it can give to our marketing activities. Using video not only helps to differentiate you from your competitors, it also allows you to convey your message in a different way.

    The use of video has had a huge rise in popularity over recent years, with steeply rising user numbers. YouTube, with its estimated 64 million visitors every month leads the way, (more…)

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    BBC and YouTubeIn any interesting move today, and I believe the first of its kind, the BBC has announced that it has made a deal with YouTube to distribute its content on three YouTube channels. You can find the full announcement on the BBC website.

    Unfortunately, this doesnt mean that they’ll be scrapping the TV license anytime soon, as it happens its only snippets rather than full programmes in fact, if anything, it really isnt aimed at a UK audience, as evidenced by the fact that one of the 3 channels will not even be available to UK residents!

    The original article terms the as “groundbreaking and controversial” – while I don’t know that it really goes that far, one thing is clear. When an organisation like the BBC decides to employ online and social networking methods to promote their broadcast content, then it is certainly significant and the likelihood is that others will follow. Its also shows a level of appreciation of the benefits of these different distribution media and, perhaps, a step towards greater mutual cooperation where appropriate in the future.

    This also comes hot on the heels of statements released earlier this year that YouTube was intending to share revenues with content providers. It seems that they haven’t wasted much time in putting that into practice in a large way – so let’s see if some of the other major players and smaller contributors follow suit.

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    At the end of 2006 and perhaps prompted by Time’s lead article declaring “Person of the Year: You“, there was a lot of talk about user generated content, thats to say information on sites being supplied by those using the site rather than those who set it up and run it.

    There are many good examples of websites which work primarily on content which has been generated by the users themselves. Sites such as YouTube and MySpace are ones which have attracted a great deal of press coverage at the social end of the spectrum.

    Business and Networking Examples

    In business, there are equally impressive examples. Amazon contains a huge amount of product information but arguably more valuable are the reviews written by people who have read the books. Similarly, sites such as TripAdvisor contain lots of information but the dynamic part comes from guests who leave their own opinions on the hotels and holidays mentioned.

    In social and business networking, many sites are primarily online structures or shells which allow their members to post articles, share information and advice or generally interact in forums. Their challenge lies in creating something which is appealing and then attracting users with similar interests who will use them and participate. Many do this very well and it shows in their success and their growth.

    Collaboration on Business Blogs

    But it is not only sites of this size which can benefit from this trend towards online collaboration and sharing of information. Your company blog offers the ideal place for exactly this type of cooperation and community building after all, it is targeted at a specific group

    So, for your own business, look at the benefit that you can accrue by getting some of the stakeholders in your company working with you:

    • Sales & Partner Networks: companies with non competing sales or distribution networks can use their blogs as a central source of information that their partners can use to increase their sales and coverage, as well as share their own experiences

    • Internal Communications: from a company perspective, tap into the collective ideas that bounce around inside of a company with nowhere to go. Give them an outlet and a chance to be expressed. Using an internal blog, you allow them not only to be put forward but also developed as others add to the initial idea

    • Market Research: tap into the combined ideas of your most valuable assets your customers. Give them a place (open or private) where they can suggest new ideas or show how they are using your products and services already. It may be quite eye opening

    • Product Development: in certain industries, particularly in hi-tech, allowing developers and customers to put forward new ideas extends the type of research and product marketing that you can achieve 100 fold. You also increase the chances of developing a group of product evangelists into the bargain

    As you can see, you don’t need a site the size of Amazon to enjoy the benefits that collaboration can bring – your business blog has all the elements that you need provided that you focus it correctly.

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