#&$KC&@!T*#VIRAL IS A DIRTY WORDF&#% ROB DAVIS JEREMY SANCHEZ RECAP, RESULTS & DECK FROM SXSW#^$$Y MARCH 19, 2012S#&!
The PresentationWhat it was:• 60 minute presentation at SXSWi on March 10, 2012• Presenters • Jeremy Sanchez • Rob DavisWho attended?• 200 people sitting, 25-30 standing, a crowd of over 50 people were overflow and could not get in• We started 10 minutes early since the room was already packed!• Mix of content owners, prospective clients and peers.How was it promoted?• SXSW official panel guidebook• SXSW official app• YouTube teaser video created for the event• Targeted paid search driving to the video
How Many People Did We Reach?In person• 225-230On the web (Nov 1, 2012 through March 14, 2012)• 2000+ search entries• 1.5 million search impressions• 743 teaser video views• 275+ Tweets reaching over 100,000 people (all positive)• 25+ blog posts and news storiesAdditional traffic, unquantified• Pod Cast: http://lanyrd.com/2012/sxsw-interactive/spmrh/• Official Site: http://schedule.sxsw.com/2012/events/event_IAP12125
News & Blogs Primary News & Blog Links • National Business Review (NZ): http://www.nbr.co.nz/article/viral-dirty-word-ck-112447 • AMEX OPEN Forum: http://www.openforum.com/articles/how-a- viral-video-helped-launch-an-offbeat-product • TechGirl Live: http://techgirllive.com/post/19067346592/viral-is-Selected Quotes from Blogs & Stories a-dirty-word-strategic-video-success-sxsw • BFG Interactive:• “They‟ve got a simple message, and going by the http://bfginteractive.com/blog/2012/03/11/sxsw-12-viral-is-a- reception in the room, a welcome one: it‟s not just dirty-word/ • Definition6 Blog: http://blog.definition6.com/blog/6d1c91c3- about the viewer numbers, stupid.” 6a00-401b-a08b-138213647bb6/sxsw-day-dos • Storify: http://storify.com/jeremywaite/viral-is-a-dirty-word-my-• “And the statistics speak true, then most people do notes-and-tweets not bother to watch a movie the way to the end, so • SmartBlog on Social Media: http://smartblogs.com/social- it is useless to connect with call2action. So a media/2012/03/13/live-from-sxsw-what-really-makes-a-video-go- successful viral campaign must obviously screwed viral/ • On-Live: http://blogs.terrapinn.com/online- together more like a porn movie than a detective video/2012/03/12/shouldnt-produce-viral-video-sxsw/ novel that reveals the killer at last.” - Translated • DGTLBRO: http://dgtlbro.tumblr.com/post/19264452748/live- from Danish from-sxsw-what-really-makes-a-video-go-viral • Beneath The Brand: http://www.talentzoo.com/beneath-the-• "The 3 best sessions that I have attended have all brand/blog_news.php?articleID=13485 been... „Viral is a dirty word, 11 reasons why QR • SeaSocial: http://seasocial.tumblr.com/ • BureauBiz (Denmark): http://www.bureaubiz.dk/composite- codes are not engaging consumers and Social 7836.htm Media Is a Bubble and SXSW Is a Fad‟.” • UltraSocial (UK): http://www.ultrasocial.co.uk/topic/online_product• “In the battle between video experts and the word • Sam Crocker: http://www.ipasxsw.com/sam-crocker/sam- viral, the video experts won, at least in the case crockers-blog/ made at the SXSW session Viral Is A Dirty Word: Strategic Video Success.”
TweetsSelected Quotes from Tweets• @AlexWithAK I saw 15 sessions at #SXSW. Id only consider 2 to be outstanding and yours was one of them. Thanks! #antiviral• @theabbiagency Best #SXSW panel yet. #antiviral• @pusher_sydney Ogilvy boys nailed there preso viral is a dirty word. Quality.• @annarosekerr very good Ogilvy panel on online video. Very good. (I know. Ogilvy!)• @koutsis Packed room. Pretty solid presentation: Viral is a Dirty Word• @sheepscotco: New acronym of the day: PPI: Post-play interaction. #SXantiviral• @dishPit: #sxantiviral is PACKED• @moosylvania: Viral is bad. You want good video, not viral video. Someone finally said it. totally agree!• @tenthwave: Did we drive sales? Who cares about views and "going viral" w/o achieving long term brand objectives?• @diana11huang ppl waited outside during #antiviral, feedback pretty kick ass. Pls tweet podcast link• @christy1444 Great start to #antiviral session with formal @OgilvyWW colleagues @robertjohndavis & @gsijeremy. Good energy from these guys!• #antiviral@ktmel I loved this #sxsw session! Viral is a dirty word• @jeremywaite: Talk of SXSW so far --> @Storify story: "Viral is a Dirty Word• @mscarleejean At the @robertjohndavis panel (line WAY out the door) #SXSW Viral is a dirty word:• @thisisdareNA Just got to the "Viral is a Dirty Word" session, its full. #SXSW• @smeedd My first panel sitting on the floor. I hope its clean. The floor that is: Viral Is a Dirty Word: Strategic Video Success #sxsw #antiviral• @alex_j_miller Packed house @ Viral is a Dirty Word: Strategic Video Success• @pkfranz I got there early and it was still full!
The Presentation Begins on the Next Slide For an audio recording of the session visit: http://lanyrd.com/2012/sxsw-interactive/spmrh/ Or http://schedule.sxsw.com/2012/events/event_IAP12125
#&$KC&@!T*#VIRAL IS A DIRTY WORDF&#% ROB DAVIS JEREMY SANCHEZ#^$$Y S X S W I N T E R AC T I V E 2 0 1 2S#&!
YOUTUBE CELEBRITIES The Biebs Sang on YouTube Sold some song downloads Karen AlloyFred Figglehorn Currently omnipresent 240K subscribers2.3 million subscribers 60 million views850 million views Won an Emmy for writingBranching out to TV (ironic, eh?) sxephil (PhillyD) 2 million subscribers 800 million views
> 4% of YouTube videoswill earn 100,000+ views
SIZE MATTERS 40” 1080 HDTV 30” SDTV, HDTV 15” PC iPad iPhone Stnd Phonescale: 10 pixels = 1 inch
Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
CREATIVE CONTEXT1. Professionally Produced: The industry standard – does not have to equal expensive.2. Pro-Am: Proficient amateurs (often Professionally Sponsored Produced confused as crowd sourcing) compete to create content against a set brief Initial Investment3. Archival: Resurrected footage that is often re-edited and repurposed to Pro-Am meet new objectives4. User Generated Content (UGC): Archival UGC Produced independent of the brand by inspired or incentivized consumers Creative Control5. Sponsored Content: Brand purchases opportunity to feature brand in and/or around brand-relevant content