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Sean presented "It's all about video" to the IDG Next Generation Marketing conference. Sean heads Youtube for the APAC region.

Key Takeaways:

• Youtube follows in a pattern similar to that of TV 50 years ago
  
• YouTube's audience is distributed evenly between ages 18 and 55+ (+/- 4%)
  
• The site has 22 localized versions around the world
  
• Youtube growing very quickly in Korea, gaining significant market share
  
• Marketing videos are moving from online to offline advertising when successful
  
• The lines between advertising and content are blurring
  
• Marketers need to increase awareness, affinity and advocacy and video is helping to do that
  
• Video provides content that increases engagement through info-tainment using the community
  
• Content loaded onto the site can be a test market for marketers
  
• Authenticity is key
  
• Marketers need to create, promote, scale, engage and nurture content on Youtube
  
• Monitoring the conversation allows marketers to react in real time (ex. Tiger Woods walking on water, see below)
  
• Ideas come from everywhere, companies need to work with consumers to drive new ideas
  
• The community continues the conversation by adapting and recreating
  
• Need to track all of these touch points
  

Tiger walks on water:

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branding, marketing, Matt Dickman, social media, social networks, Techno//Marketer, video, web2.0, YouTube