I love to work with my colleagues and friends at xister, the Italian cutting edge interactive agency I have been involved with since its launch almost 10 years ago, when we all spinned-off Deepend Italy, sinking with all its (awesome) international network through he black hole of the internet bubble of 2001. Some of my Deependers friends founded a new agency with the same design/strategic-driven approach but completely (much better) philosophy. Since then we have crossed paths several times and worked together on several projects, putting also a strong focus on training to the constantly growing xister team (and “sister” company’s Art Attack Adv). GSI is currently working with xister on a couple of projects for major Italian food brands, with GSI supporting xister and its clients on social media marketing, both strategy and operations.


Since we have active projects to work on, I find myself very often spending some time at the xister offices in the center of Rome (Trastevere), where there is also a community lifestyle that in my experience I can only compare to the Googlers at the Googleplex, but with an Italian spin. I love the open space on several levels and the awesome terrace where many meetings happens. Actually, since xister is an active workplace, there are constantly a number of meetings happening everywhere. I love to sneak in at many of them to get a preview of the constantly cutting edge marketing, design and technological creative solutions my friends come up with every day. In some cases (specially with old schoolers) I get pitched in on the fly for ideas or input, and I love to offer all my (free of charge) support, even if marginal in most of the cases – but I like when the input is on the training/skills side, as I know the shared knowledge will be further shared and treasured by the xister team on a number of interactive marketing projects.

A few weeks ago, while sharing the xister terrace with one of the automotive teams, I got asked some input on effective performance in online videos management, specially those published on YouTube. I grabbed a sheet of recycled paper and a pen and, since I love decalogues, I started drafting one on the spot – the one you see in the picture below, that I snapped with my camera phone to share it also through this blog. After reading it, I realized that even if the points are all there, the order of some points should be changed and some of the quickly drafted points needed more details – let’s see how I reshuffled the original YouTube videos management decalogue into the final one.



  1. Content first: always aim at quality (including HD resolution), and stick to the 5Es. Video content to be successful should aways be: Engaging, Entertaining, Educational, Enlightening, Ethic. Try to achieve at least two or three of this Es at the time for max viral potential.
  2. Try to publish “video series” as opposite to single / standalone videos. Whenever possible, publish a trailer / sneak peak / coming soon video a week/few days before distributing the main video.
  3. Always optimize the video files for search engines relevancy before uploading them: use strategic keywords for tags, metatags, title, description, etc. You can use free tools such as Metadata Hootenanny to perform your video metadata optimization.
  4. Always fill in all the YouTube info fields when uploading a video file: use strategic keywords for title, description with URL, tags, categories, geolocalization info, etc.
  5. If the video contains audio content, always publish an audio transcript in the description field. Use subtitles, annotations, choose a good thumbnail and leave the sharing and distribution option as open as possible.
  6. Adopt also other online video sharing portals and services (such as DailyMotion, Metacafe, Blip.tv, Vimeo, etc) and manage the uploads centrally by using multiple upload tools such as TubeMogul.
  7. Always monitor comments and reply to them promptly. Use comments to offer more video-related info and to drive traffic to landing pages by sharing links.
  8. Explore and scout for similar / in-target videos and engage in the conversations by commenting and publishing a link to the video you want to promote.
  9. Always share videos on social networks, targeting and engaging with the video content the appropriate target audience. Consider embedding to maximize video views, uploading and sharing from social network to maximize video distribution.
  10. Among similar / in-target videos, spot those with the largest number of views (or strictly in target) and publish the video as video reply (link becomes available when clicking inside the comment box).

For more details on how to optimize videos for search engine also refer to this previous blog article on video SEO, where you will find plenty of video optimization tips and video SEO decalogues such as the one pictured below. Good luck with your online video management!