"YouTube"

Paper Summary:

This paper discusses how "YouTube" has become one of the most popular marketing sites for both consumers and advertisers. First, the paper reviews "YouTube"'s history and looks at the different strategies used by firms to market their products. Next, the paper discusses possible future threats to the website as a marketing tool. Finally, the paper explores what can be done to maintain "YouTube"'s added value to both advertisers and consumers alike.

From the Paper:

"As outlined in the Digital Ethnography at Kansas State University, YouTube's history began in 2005 when Steve Chen, Chad Hurley, and Jawed Karim, employees of PayPal, saw an opening in the market for a website where users could upload and share videos. They registered the domain name YouTube.com on February 15th of that year. The first video was posted on April 23, 2005. To get a decent start and attract the initial crowd they were looking for -teenagers, college students, hobbyists, film-makers- they came out with a contest that promised to give out one IPod Nano to a random member each day, which ran for two months. This contest worked on a point-based system, for example one point was rewarded for signing up, one for inviting others, another one for posting a video, etc. The more points you gained, the higher the chance of winning you had. This was a significant action that got YouTube noticed by the masses and gave it a head start as per the signups."

Sample of Sources Used:

• Buchanan, Leigh, Max Chafkin, and Ryan McCarthy. "Viral Video: Get Ready for Your
• Close- up." Inc. Magazine. Feb. 2008. 16 Apr. 2008 <http://www.inc.com/magazine/20080201>
• Cloud, John. "The Gurus of YouTube." Time Magazine. 16 Dec. 2006. 16 Apr. 2008 <http://www.time.com/time/printout/1,8816,1570721,22.html>
• "Copyright Tips" YouTube.com <www.youtube.com/t/howto_copyright>
• Digital Ethnography. 18 March 2007. Kansas State University. 16 Apr. 2008 <http://mediatedcultures.net/ksudigg/?p=108>

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