1. ArchiTube: USING YOUTUBE TO SHOWCASE AND PROMOTE YOUR AUDIOVISUAL COLLECTIONS Polina E. Ilieva, UCSF

2. YouTube? Five things people associate with YouTube:  Fun  Viral  Hip  Copyright infringement  Creates/Destroys reputation/brand

3. What is YouTube?  Created in 2005  Now a subsidiary of Google  Videos can be sent through e- mail, embedded in blogs, websites and shared on social networks  Can be accessed through computers, TVs, or mobile devices  Uses television terminology, your “channel” contains all submitted movies  Discoverable through Google and other search engines

4. Online Video Watching  32.4 billion videos viewed on the Internet in Jan. 2010  12.8 billion videos viewed at Google sites (YouTube)  Average YouTube users watched 93 videos in Jan. 2010 (50% increase vs. year ago)  173 million U.S. Internet users watched online video that month

5. Why use YouTube?  Archival users are there  Outreach  Promotion  Repository for collections  Crowdsourcing for metadata  New audiences  ?

6. Repository of Archival Materials To provide access for original footage from archival collections  Library of Congress: http://www.youtube.com/user/ LibraryOfCongress http://www.youtube.com/user/ LibraryOfCongress  US National Archives: http://www.youtube.com/user/ usnationalarchives  University of Manitoba Archives: http://www.youtube.com/user/ umarchives http://www.youtube.com/user/ umarchives  UK National Archives: http://www.youtube.com/user/ NationalArchives08

7. Archival Education/Events  UK National Archives  NARA public programs: The Lincoln lectures

8. LTDL Channel: http://www.youtube.com/user/ltdlmultimedia

9. Metadata for each video Metadata associated with each item: title, description, tags, and a category for both the video and thumbnail that will be displayed on the front page. No limitations on the amount of metadata that the owner can provide for each video Links to videos used in this compilation on the Internet Archive and Multimedia Collection on LTDL. Descriptive titles You may control privacy, comments, embedding, video responses, rating, syndication (available on mobile phones and TV) options

10. Issues Inappropriate Related Videos: If archives find the content of some of these videos offensive, they can report them by flagging as “inappropriate.” Inappropriate comments: Can be removed or flagged for spam

11. New: Captions, transcripts, translations, annotation You can add annotations (same as in Flickr): speech bubble, notes, spotlight Invite others to add annotations Captions: Add your own captions and/or transcript Request machine captions (Google experimental service, not on all channels), will be automatic later Translate captions Download captions with time- code (improve them and upload again)

12. Stats: Insight Number of views Discovery: 49%Youtube search, 25% related videos, 14% shared virally Demographics: 86% male, 14 % female Community: 82% USA, 10% Canada

13. Assessment of YouTube Use  In a year we got 163 unique visits to the LTDL page from YouTube  Our channel had 837 views  Our videos have been viewed 31,179 times  We have a blockbuster: Smokeless tobacco videos had 29,738 views in a year, 77 comments  Research material for UCSF scientists studying smokeless tobacco users

14. Lessons learned  Time commitment on the part of the archivist to respond to reviews and answer questions.  May generate more requests for copies.  Inappropriately related videos, current promotions for tobacco products, for example.  Offensive reviews and requests.  Attracting new users for so called “niche collections.”  Unexpected: wanted to promote decrease tobacco use and dispel tobacco industry tactics, but smokeless tobacco videos became popular among users as well, however about half of comments are from people who quit

15. Future  Favorites (from similar collections, institution)  Promote (paid service)  How to stand out? Enhanced channels (Library of Congress) through YouTube.edu  Social metadata/Crowdsourcing  Let users repurpose your videos creatively  SEO (search engine optimization) tags, Google partnership status

16. Questions? Ideas?  Please contact Polina Ilieva at polina.ilieva@ucsf.edu polina.ilieva@ucsf.edu  LTDL YouTube channel: http://www.youtube.com/user/ltdlmultimedia Thank you!