Your brand and Viral Video

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 The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites.  Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips.

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http://digiworldhanoi.vn Your Brand and Viral Video Spunlogic Lunch & Learn September 25, 2007 Nalts, willvideoforfood kevinnalts@gmail.com
Goals for Today  Reaffirm potential of medium  Dispel myths  Show best & worst examples  Discuss your challenges http://digiworldhanoi.vn
Introduction  By day, I’m a career  By night, an online video marketer junkie  MBA in hightech  More than 15 million marketing views on ~500 video  5 years at Johnson & shorts Johnson  7th most subscribed  Currently Consumer YouTube comedian Product Director in  News appearances, pharmaceuticals producing TV show on viral videos.  Write blog and working book “Prophet of Online Video.”
Few Process Notes  No need for notes  Will distribute deck (with links)  Focus on “earned” not “paid”  Please interrupt  If I’m getting academic, please throw something http://digiworldhanoi.vn
Challenges Brands Face  Is it appropriate for my brand?  Will I lose control? Get slammed?  How can I measure it?  Will it scale?  How will it impact sales? http://digiworldhanoi.vn
What is Viral Video?  The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites.  Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips. 5 Basic Tenants: 1. Short 2. Edgy 3. Funny 4. Big Finish 5. Topical Source: Wikipedia
State of Online Video  While online video is not new, the channel has hit a rapid acceleration in the past 18 months  Startups like YouTube are becoming more popular than many traditional media sites.  Fiftyseven percent of online adults have used the internet to watch or download video, and 19% do so on a typical day. (The Pew Internet & American Life Project)
Online Video Users & Spending Still small part of media mix… But reach & spending on rapid rise Spending on sites like MySpace and Facebook will climb exponentially, rising from $900 million this year to $1.4 billion in 2008 Deborah Williamson, eMarketer senior analyst
SEM and Online Video
Landscape Social Networking Sites YouTube (MySpace, The Google of Facebook) Online Video Portals With 2ndTier Video Sites: Video Sites: AOL, Google, Yahoo, MSN Metacafe, Revver, Break, Veoh, Brightcove
Redefining YouTube  Vast majority view videos they receive from friends, or search for specific content.  But YouTube, at its heart, is a community that is built on video  Defined rules  Factions  Core audience “lives” in YouTube
“Leaning Forward vs. Sitting Back” Convergence  Eventually, television and onlinevideo will converge  Already happening (On Demand, AppleTV)  My money is on Joost (founders of Skype)  For now, it doesn’t matter  It changes advertising mechanism  But viral video tenants remain same
Getting Millions of Views  Get lucky  Create something incredibly viral  Be topical  Otherwise:  Expect low views that build slowly  Or “jump start” by leveraging creators with built audiences
Ways to Play  Market research  New channel for existing content  Create videos, post and pray  Run contest  Pay for video ads  Partner with creators  Participate in community events http://digiworldhanoi.vn
It Won’t Always Be Positive
Losing Control
7 Deadly Marketing Sins 1. Make brown and white cow 2. Pretend you’re not advertising 3. Spend a fortune on production 4. Tell consumers instead of engage 5. Do a video contest because everyone else is 6. Set unrealistic conversion metrics 7. Give up and advertise
Prevailing Myths  Online video is a new channel.  Quality of the video is what determines its popularity.  Online video marketing is about contests.  After consumers watch my  "Tagging" my video with videos, they'll visit my site keywords will get them seen and buy.  Paying for a wellproduced  I can post my brand videos video will increase my on my website to get them brand's ROI. seen.  We'll never really measure the impact of online video.
http://digiworldhanoi.vn Mentos  Dramatic sales increase when “Diet Soda & Mentos” phenomenon started.  EepyBird made $50K on Revver alone.  Next phase: partnering with known creators to move past “Geyser.”
http://digiworldhanoi.vn Contests