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YouTube's Silvestrini Shares Successful Uploading Techniques

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Published on Aug 12, 2011

Complete video at: http://fora.tv/conference/l2_video_ce...

Rick Silvestrini, YouTube's head of brand engagement products, offers sound programming advice to YouTube marketers and other content providers. "Upload in bursts," suggests Silvestrini, explaining that many successful series introduce users to multiple new videos at once.

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Module 1: The Video & Celebrity Landscape

Scott Galloway, Founder, L2
"Welcome"

Dan Piech, Product Manager of comScore, Inc.
"Online Video by the Numbers: Where We've Come From, Where We're Headed, and Why You Should Care"

John Eaton, Halogen
"Seeding Video via Influencer Networks"

Rick Silvestrini, Brand Engagement Products, YouTube
"Beyond Campaigns: Your Wholistic Video Strategy"

Viral videos are making headlines as millions of people tune in online to watch them. Celebrities are emerging from unlikely places as the web turns from static pages to moving images. Video's ability to entice and engage consumers is unparalleled, and this poses both opportunities and challenges for prestige brands.

In this new landscape, how do prestige brands: Use video and celebrity to achieve their marketing goals? Take advantage of the opportunity while maintaining the selectivity and aesthetics they have worked years to establish? Reap the benefits that earned media brings from celebrity endorsements (both traditional and web phenomena)? - L2

Rick Silvestrini leads YouTube's global monetization strategy for Brand Engagement Products; including the homepage, brand channels, and engagement platforms. He recently launched YouTube First Watch, a unique sponsorship opportunity for advertisers to own the first ad impression users see as they begin watching video on YouTube. Rick frequently advises marketers on video strategies that succeed in the world of social media. He has also been featured on the YouTube homepage four times. Prior to joining YouTube, Rick spent several years in the agency world with stops at McCann Erickson and Grey Worldwide before serving as Executive Producer for the New York based interactive production start-up, Modern Publicity. Rick has BA from Notre Dame and is currently attending the part-time MBA program at the Haas School of Business.

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