Google I/O 101: YouTube for Business with JJ Behrens

Uploaded by GoogleDevelopers on 19.06.2012


My name is JJ Behrens.
And I'm a developer advocate at Google.
And I'm here today to talk to you about using YouTube for
your business.
So YouTube for your business.
I want to answer a few questions.
First of all, why YouTube?
And then I want to help you guys get into the
right state of mind.
I'm going to show some less technical examples and then
some more technical examples.
And all along the way, I want to show you guys
how do you do that.
And then finally, since Google I/O is right around the
corner, I want to talk about what's coming up next.
So first of all, why YouTube?
So think about the number of views YouTube gets per day.
It's actually 4 billion views per day.
Next, think about the number of mobile views that YouTube
gets per day, you know, people watching YouTube
on their cell phone.
It's 600 million views per day.
And that's actually up three times since a year ago.
Think about the number of video uploaded to YouTube
every single minute.
It turns out that 60 hours worth of content is uploaded
to YouTube every minute.
You might wonder how we scan for porn.
Well, actually we hire interns, and we have a large
room with monitors all the way around them.
And we play all that content at the same time.
And the intern, if he sees something bad, he
just points it out.
Not really.
So think about the percentage of views coming
from outside the US.
It's actually 70%.
So YouTube is actually a global phenomenon.
So now let me help you guys get into the
right state of mind.

JJ BEHRENS: So you might be wondering what the
heck did I just do?
I mean, I'm showing you guys this video.
So actually, that's an ad.
And if you look at the metadata, there's a link to
So the interesting thing about this ad is that it targets the
right audience.
when I was a start-up guy, I was in the
market for a VoIP solution.
And that video gets people like me excited.
And it reaches people like me.
And so the core take-home message is Be clever.
YouTube is a great place to advertise.
So I have another example from Original Skateboards.
So Original Skateboard spent a lot of money on traditional
social media.
But they found out that using YouTube to connect to their
community actually worked out better.
The way it works is this.
You create some good videos, and then you
put them out there.
And you let people watch them.
And then when the users comment on them, you
interact with them.
So Original Skateboards found that by creating a community
and interacting with their community, they were actually
able to sell skateboards much more effectively than just
dumping a bunch of money on ads on other
social media sites.
So the take-home message here is create interesting content
and then use YouTube to connect with your customers.
OK, now I want to talk about educating and motivating. actually has a lot of videos on YouTube.
In fact, they have 3,000 videos, 14,000 subscribers,
and 8 1/2 million views, in total.
That's roughly equivalent to 35 hyper-efficient sales reps
on the phone, according to the Senior Director of Social
Market Strategy at
YouTube videos aren't just for
You could also embed them on your own website.
And this is a great way to enrich your website.
Using a YouTube embed, you could explain your product and
it's actually really easy.
So here we have an iFrame tag.
And this is normal HTML.
We have the source for the YouTube video.
And if you take this little chunk of code ad you embed
this into your HTML page, it's a great way to bring some life
to your page.
When Google+ first came out, I was checking it out.
And I'll have to admit I'm a little bit of a
social media noob.
Things never perfectly make sense to me.
But Google+ actually had videos, and so I sat there and
I watched every one of those videos.
And a lot of people like me learn best when they're
watching things.
And so after I watched those videos, I thought wow, this
really makes sense to me.
It's intuitive at this point.
And so I think that the take-home message is if you
use videos on your own site, you can really help the user
understand what you're trying to convey much quicker.
So next let me talk about user-contributed videos.
Instead of just letting users watch your videos, you could
also let them upload videos to your site.
This is a great way to drive community engagement.
Best of all, we have an open source project called YouTube
Direct that makes this really easy.
YouTube Direct is a platform for user-generated content.
It's open source.
It's built on Google App Engine,
using the YouTube APIs.
And it supports both web and mobile.
YouTube Direct has been used by a number of news agencies,
such as the New York Times, the Washington Post, the San
Francisco Chronicle, and so forth.
documentaries with a point of view-- used YouTube Direct to
solicit video uploads of adoption stories.
So imagine this.
You have a website, and they want to solicit
user-generated videos.
So you use YouTube Direct.
And users can interact with your website by uploading
stories about themselves.
This is a great way to increase the
richness of your site.
So YouTube Direct also has an Android and an iPhone
This is great, because it allows users to upload videos
to your site from their mobile phones.
Let's get a little bit more technical.
You could control the player using either JavaScript or
And there's even a Chromeless version of the player that
lets you completely take control over the viewing
Let me show you an example.
Gaia Online integrated with the Chromeless player in order
to create a custom viewing experience.
Video DJs--
or VJs--
are able to curate videos for other users to watch.
And users can watch those videos from the comfort of
their own home synchronously on separate computers.
Now let me show you an example of using the JavaScript API.
The goal here is to play a video for six seconds.
We have a script tag here that's part of an
overall HTML page.
Here we create a new player called player1, where we
handle two events-- the onReady event and
onStateChange event.
When the player is ready, we start playing the video.
When we have a playerStateChange, StateChange
such as when the video starts playing, we set a Timeout that
will be called later.
When that Timeout is called, the stopPlayer function gets
called, and we stop playing the video.
Now let me talk about the backend APIs for YouTube, the
GData APIs.
Using the Google.
APIs, you could upload videos, search for videos, rate a
video, like or dislike.
You could comment on a video, add a playlist, retrieve an
activity feed, retrieve video analytics, order a beer-- only
if you have the special license key for that one--
and more.
Best of all, using OAuth2, you could do all of these things
with the user's account.
Now let me show you an example of using Storify.
Five When you use Storify, you try to tell a story using
different social media.
In this case, the story is "Can Twitter Save a Dying
Language?" We see here various blog posts and images, as well
as a tweet.
And then, finally, most interestingly, we see a
YouTube video.
Interspersed is a bunch of text.
So the nice thing is you don't have to try to tell a story
just using one form of social media, but instead you could
mix and match.
Next let me show you another application--
memoLane is a curation app for your digital memories.
Like Storify, it integrates multiple data sources, such as
Twitter, Google Maps, and YouTube.
memoLane takes multiple data sources and overlays them on a
single timeline.
Here we are looking at Eric's digital memories.
We see images, a tweet, Google Maps, and a YouTube video.
Best of all, these are all overlaid on a single timeline,
so even though we have multiple data sources, they
come together in a cohesive way.
Now let's get a little bit more technical.
I want to talk about Google Data APIs.
We make use of a range of REST-based protocols, such as
We have several standard feeds, such as Top Rated, Most
Viewed, et cetera.
You could download user's playlists, subscriptions, and
upload feeds, as well as user's comments,
his profile et cetera.
And if you don't want to have to parse XML directly, we also
have client libraries for Java, PHP, .NET, Python,
Objective-C, and so forth.
Now let me show you an example feed--
the top rated videos.
We have a URL here--
m/feeds/api/stan dardfeeds/top_rated.

And we want to turn on pretty printing.
When you hit this URL with a browser,
you'll get an ATOM feedback.
So this is XML, of course.
Here's a feed tag.
We have an entry for the video.
And each video has its own entry.
Here's a video ID, the URL, and a thumbnail.
Using all of these you could put together a custom
application, using the GData API, that shows
the top rated videos.
Now if you don't look forward to parsing XML by hand, we
also have several client libraries.
Here, let me show you the Java client library.
Here is an example of using the Java client library.
Here, we create a new YouTube service, and we pass in our
developer key.
Here, we create a video feed.
And we could pass whatever video feed URL we'd like.
Here we print the video feed out, and we loop over all of
the video entries.
The sample applications that come with the GData API have a
full rundown of how to do this.
Next let me talk about another application--
the History of Jazz.
The History of Jazz is an iPad application.
They call it a coffee table application, because it's so
beautiful, you want to just put it on your coffee table
and let users pick it up and play with it.
What's interesting is that this application teaches
people about the history of jazz.
It's got beautiful pictures and music, and it's a very
immersive experience.
What's interesting about this application is that they have
monetized it very well.
First of all, you have to buy the application.
And second of all, they have iTunes integration.
So if you like any of the music that you're listening to
while using the application, you could buy the music.
Now, let's not forget about video games.
Video games could play videos.
They could upload video game plays to YouTube.
And you could even use them to create machinima.
Let me show you an example of what I'm talking about.
Team Fortress 2 is a video game.
And Valve Software decided to have a contest for this video
game in which they awarded prizes to the most interesting
videos that people could create using in-game footage.
MALE VOICE: In a land without law, one man will make a stand
in the name of justice.
And his name is El Muchacho.

XLR 105 Production presents El Muchacho.
Coming to a theatre near you.
Valve Time.
JJ BEHRENS: Let me show you another example of machinima,
this time using PlayStation @ Home.

JJ BEHRENS: Now let me talk a little bit about stuff we're
launching at Google I/O. Now I know some of you might be
watching this after Google I/O, so the good news for you
guys is you could just go watch those videos now.
But for those of you who are watching this before Google
I/O, I'm sorry.
You have a few more days to wait.
Do you want to hear from and see your site's community?
We'll be sharing a new way to solicit
videos from your users.
Come and learn about how it was developed and see an
example of it put to use as part of the YouTube Direct
open source video submission platform.
The next talk is YouTube API plus Cloud Rendering equals
happy mobile gamers.
Many console developers already incorporate video
recording and uploading directly into their titles.
However, uploading to YouTube from a mobile game presents a
unique set of challenges.
We'll present a new Google compute-based architecture to
support mobile gameplay video rendering.
Come and learn how the YouTube API combined with cloud
computing can help enable video uploads
in your mobile game.
Next, we'll be talking about new YouTube
Android player tools.
If you're building an Android smartphone, tablet, or Google
TV application, and you'd like to incorporate YouTube video
playback into your application, this session will
rock your world.
Next up, we have a Codelab called Master the Latest
YouTube Data API.
The YouTube Data API is changing, and we're ready to
give you a preview.
We'll show you the backend infrastructure that is used to
power the new APIs.
And we'll show you the next generation client libraries
that you'll be using to build the YouTube
applications of tomorrow.
If you've made it this far, I'd like to
thank you for watching.
If you'd like to learn more, go to If
you'd like to follow us on Twitter, our Twitter handle is
YouTubeDev. Finally, on Google+, my profile is
Thanks a lot.