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Viral is a Dirty Word
 

Viral is a Dirty Word

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  • Marketing vs.
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  • Trigger events can include things such as current events (such as Jeremy Lin’s SI cover), scheduled events (such as the superbowl), and PR and MediaJeremy Lin Yahoo blog post: http://sports.yahoo.com/blogs/nba-ball-dont-lie/jeremy-lin-scores-second-straight-sports-illustrated-cover-183535682.html
  • Trigger events can include things such as current events (such as Jeremy Lin’s SI cover), scheduled events (such as the superbowl), and PR and MediaJeremy Lin Yahoo blog post: http://sports.yahoo.com/blogs/nba-ball-dont-lie/jeremy-lin-scores-second-straight-sports-illustrated-cover-183535682.html
  • Trigger events can include things such as current events (such as Jeremy Lin’s SI cover), scheduled events (such as the superbowl), and PR and MediaJeremy Lin Yahoo blog post: http://sports.yahoo.com/blogs/nba-ball-dont-lie/jeremy-lin-scores-second-straight-sports-illustrated-cover-183535682.html
  • Questions Clients Ask
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  • Marketing vs.
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Viral is a Dirty Word Viral is a Dirty Word Presentation Transcript

  • #&$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#&!
  • #antiviral @gsijeremy@robertjohndavis@ogilvyadvvideo
  • VIRALWE DON’T SAY THIS
  • VIRAL WE LIKE TO SAY “GOOD,”“CONTEXTUAL” OR “RELEVANT”
  • VIRALPEOPLE THINK IT MEANS “FREE”
  • VIRALNOTHING IS FREE
  • “The enemy of conventional wisdom is not ideas, but the march of events.” - John Kenneth Galbraith
  • …kill this?
  • …kill this?
  • Didn’t kill this
  • AND THIS Didn’t kill that
  • At least video killed the radio star, right?
  • DESPITE WHAT WE MAY THINK, PEOPLEWATCH MORE THAN CAT VIDEOS
  • OR DOG VIDEOS
  • OR OTHER“STUFF”
  • OR OTHER“STUFF”
  • OR OTHER“STUFF”
  • How do you get your content to cut through the noise?
  • Marketing Content vs.User Generated Content
  • The Viral Myth
  • WHAT “GOES VIRAL?” Ad Age Unruly
  • 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
  • SCIENCE
  • Your 5 StepAntiviral Program
  • Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  • Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  • What is yourtrigger event?
  • TRIGGER EVENTS
  • TRIGGER EVENTS
  • TRIGGER EVENTS
  • How do you find a trigger event?
  • DATABASE OF INTENTIONSTraditional HTML Pages Shopping ResultsNews and Blog Results Social Results
  • TRENDS | HYPOTHESIS * Demand Data as of 3/5/2012
  • SEARCHER INTENT MODELING * 12 Month Average Demand as of 3/5/2012
  • DESKTOP SEARCH DEMAND
  • SXSW SEARCH DEMANDTop Keywords includeGeneral: South by Southwest (27,100), SXSW 2012 (12,100), SXSW 2011 (12,100)Tickets, etc.: SXSW Tickets (1,000), SXSW Wristband (480), SXSW Wristbands (480)Information: What is SXSW (1,900), SXSW Wiki (1,300), SXSW Location (91)Dates: South by Southwest 2011 Dates (720), SXSW 2012 Dates (590), SXSW 2011 Dates (480)Schedule: SXSW Schedule (1,300), SXSW 2011 Schedule (210), SXSW Schedule 2011 (170) * 12 Month Average Demand as of 3/5/2012
  • SXSW MOBILE SEARCH DEMANDTop Keywords include:General: South by Southwest (5,400), SXSW 2012 (2,400), SXSW 2011 (1,600)Information: etc.: What is SXSW (590), SXSW Wiki (140), SXSW Parking (28)Dates: SXSW 2012 Dates (210), South by Southwest 2011 Dates (170), SXSW 2011 Dates (140)Tickets, etc.: SXSW Tickets (320), SXSW Wristband (110), SXSW Wristbands (58)Schedule: SXSW Schedule (320), Sched SXSW 2011 (46), SXSW Schedule 2011 (46) * 12 Month Average Demand as of 3/5/2012
  • How do KPI and distribution plansimpact production?
  • Post-Play Interaction:The click after “play” is the most important.51
  • TECH & AESTHETIC QUALITY Good Bad Ugly
  • 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
  • FlyPaperVideo with a job to do
  • VIDEO NEEDS A JOB TO DO• Bridging Content• Promotional• Leads to Engagement
  • Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  • How do I maximize myviewership with search?
  • OPTIMIZING FOR SEARCH
  • SEARCHER INTENT * 12 Month Average Demand as of 3/5/2012
  • • The basics of metadata • Title • Description • Tags• The value of the script• Channel naming• The multiple jobs of metadata
  • • The basics of metadata • Title • Description • Tags• The value of the script• Channel naming• The multiple jobs of metadata
  • How does my content impact viewership?
  • AUDIENCE RETENTIONABSOLUTE
  • AUDIENCE RETENTIONABSOLUTE
  • AUDIENCE RETENTIONRELATIVE
  • Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  • LIQUID PLUMR DOUBLES DOWN
  • REVIVING A COMMON FRAMEWORK VSEM Paid Display Ads Content Partnerships YouTube Promotion Blog Networks Sharing Earned VSEO/Search Optimization Blogs Influencer Network YouTube Embeds Reviews Brand Dotcom Landing Pages Owned YouTube Channel Video Sharing Channels Facebook Page Twitter Feed
  • PAID, EARNED, OWNED Paid Earned Combination
  • YOU CAN’T CONTROL EARNEDXmissy.nl (NSFW)
  • Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  • Volume-Oriented Metrics• Views• Shares• Complete views• Favorites/Likes/Subscribes• Basic demographics
  • Business-Oriented Metrics• Post-Play Interaction• Leads Generated• Product Sold• Value of Earned View• Brand Lift• Meaningful Engagement Initiated• ROI on the long-tail
  • Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  • Thank You #antiviral
  • Q&A