#&$KC&@!T*#VIRAL IS A DIRTY WORDF&#%                                 ROB DAVIS                            JEREMY SANCHEZ  ...
The PresentationWhat it was:• 60 minute presentation at SXSWi on March 10, 2012• Presenters    • Jeremy Sanchez    • Rob D...
How Many People Did We Reach?In person• 225-230On the web (Nov 1, 2012 through March 14, 2012)• 2000+ search entries• 1.5 ...
News & Blogs                                               Primary News & Blog Links                                      ...
TweetsSelected Quotes from Tweets•   @AlexWithAK I saw 15 sessions at #SXSW. Id only consider 2 to be outstanding and your...
The Presentation Begins on the Next Slide            For an audio recording of the session visit:         http://lanyrd.co...
#&$KC&@!T*#VIRAL IS A DIRTY WORDF&#%                            ROB DAVIS              JEREMY SANCHEZ#^$$Y              S ...
#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       ...
> 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.   Meas...
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
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,...
SXSW MOBILE SEARCH DEMANDTop Keywords include:General: South by Southwest (5,400), SXSW 2012 (2,400), SXSW 2011 (1,600)Inf...
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                                   ...
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
CREATIVE CONTEXT1. Professionally Produced: The industry   standard – does not have to equal   expensive.2. Pro-Am: Profic...
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.   Meas...
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...
• The basics of metadata   • Title   • Description   • Tags• The value of the script• Channel naming• The multiple jobs of...
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.   Meas...
LIQUID PLUMR DOUBLES DOWN
REVIVING A COMMON FRAMEWORK                      VSEM      Paid         Display Ads               Content Partnerships    ...
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.   Meas...
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 Lif...
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
Thank You  #antiviral
Q&A
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
Viral is a Dirty Word
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  • Marketing vs.
  • Marketing vs.
  • Marketing vs.
  • Marketing vs.
  • Questions Clients Ask
  • Questions Clients Ask
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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
  • Questions Clients Ask
  • Questions Clients Ask
  • Questions Clients Ask
  • Questions Clients Ask
  • Questions Clients Ask
  • Questions Clients Ask
  • Questions Clients Ask
  • Questions Clients Ask
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  • Questions Clients Ask
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  • Questions Clients Ask
  • Questions Clients Ask
  • Marketing vs.
  • Questions Clients Ask
  • Questions Clients Ask
  • Viral is a Dirty Word

    1. 1. #&$KC&@!T*#VIRAL IS A DIRTY WORDF&#% ROB DAVIS JEREMY SANCHEZ RECAP, RESULTS & DECK FROM SXSW#^$$Y MARCH 19, 2012S#&!
    2. 2. 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
    3. 3. 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
    4. 4. 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.”
    5. 5. 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!
    6. 6. 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
    7. 7. #&$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#&!
    8. 8. #antiviral @gsijeremy@robertjohndavis@ogilvyadvvideo
    9. 9. VIRALWE DON’T SAY THIS
    10. 10. VIRAL WE LIKE TO SAY “GOOD,”“CONTEXTUAL” OR “RELEVANT”
    11. 11. VIRALPEOPLE THINK IT MEANS “FREE”
    12. 12. VIRALNOTHING IS FREE
    13. 13. “The enemy of conventional wisdom is not ideas, but the march of events.” - John Kenneth Galbraith
    14. 14. …kill this?
    15. 15. …kill this?
    16. 16. Didn’t kill this
    17. 17. AND THIS Didn’t kill that
    18. 18. At least video killed the radio star, right?
    19. 19. DESPITE WHAT WE MAY THINK, PEOPLEWATCH MORE THAN CAT VIDEOS
    20. 20. OR DOG VIDEOS
    21. 21. OR OTHER“STUFF”
    22. 22. OR OTHER“STUFF”
    23. 23. OR OTHER“STUFF”
    24. 24. How do you get your content to cut through the noise?
    25. 25. Marketing Content vs.User Generated Content
    26. 26. The Viral Myth
    27. 27. WHAT “GOES VIRAL?” Ad Age Unruly
    28. 28. 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
    29. 29. > 4% of YouTube videoswill earn 100,000+ views
    30. 30. SCIENCE
    31. 31. Your 5 StepAntiviral Program
    32. 32. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    33. 33. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    34. 34. What is yourtrigger event?
    35. 35. TRIGGER EVENTS
    36. 36. TRIGGER EVENTS
    37. 37. TRIGGER EVENTS
    38. 38. How do you find a trigger event?
    39. 39. DATABASE OF INTENTIONSTraditional HTML Pages Shopping ResultsNews and Blog Results Social Results
    40. 40. TRENDS | HYPOTHESIS * Demand Data as of 3/5/2012
    41. 41. SEARCHER INTENT MODELING * 12 Month Average Demand as of 3/5/2012
    42. 42. DESKTOP SEARCH DEMAND
    43. 43. 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
    44. 44. 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
    45. 45. How do KPI and distribution plansimpact production?
    46. 46. Post-Play Interaction:The click after “play” is the most important.51
    47. 47. TECH & AESTHETIC QUALITY Good Bad Ugly
    48. 48. SIZE MATTERS 40” 1080 HDTV 30” SDTV, HDTV 15” PC iPad iPhone Stnd Phonescale: 10 pixels = 1 inch
    49. 49. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    50. 50. 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
    51. 51. FlyPaperVideo with a job to do
    52. 52. VIDEO NEEDS A JOB TO DO• Bridging Content• Promotional• Leads to Engagement
    53. 53. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    54. 54. How do I maximize myviewership with search?
    55. 55. OPTIMIZING FOR SEARCH
    56. 56. SEARCHER INTENT * 12 Month Average Demand as of 3/5/2012
    57. 57. • The basics of metadata • Title • Description • Tags• The value of the script• Channel naming• The multiple jobs of metadata
    58. 58. • The basics of metadata • Title • Description • Tags• The value of the script• Channel naming• The multiple jobs of metadata
    59. 59. How does my content impact viewership?
    60. 60. AUDIENCE RETENTIONABSOLUTE
    61. 61. AUDIENCE RETENTIONABSOLUTE
    62. 62. AUDIENCE RETENTIONRELATIVE
    63. 63. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    64. 64. LIQUID PLUMR DOUBLES DOWN
    65. 65. 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
    66. 66. PAID, EARNED, OWNED Paid Earned Combination
    67. 67. YOU CAN’T CONTROL EARNEDXmissy.nl (NSFW)
    68. 68. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    69. 69. Volume-Oriented Metrics• Views• Shares• Complete views• Favorites/Likes/Subscribes• Basic demographics
    70. 70. Business-Oriented Metrics• Post-Play Interaction• Leads Generated• Product Sold• Value of Earned View• Brand Lift• Meaningful Engagement Initiated• ROI on the long-tail
    71. 71. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
    72. 72. Thank You #antiviral
    73. 73. Q&A
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