1. #&$K
C&@!
T*#
VIRAL IS A DIRTY WORD
F&#%
ROB DAVIS
JEREMY SANCHEZ
RECAP, RESULTS & DECK FROM SXSW
#^$$Y
MARCH 19, 2012
S#&!

2. The Presentation
What it was:
• 60 minute presentation at SXSWi on March 10, 2012
• Presenters
• Jeremy Sanchez
• Rob Davis
Who 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. How Many People Did We Reach?
In person
• 225-230
On 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 stories
Additional traffic, unquantified
• Pod Cast: http://lanyrd.com/2012/sxsw-interactive/spmrh/
• Official Site: http://schedule.sxsw.com/2012/events/event_IAP12125

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 crocker's-blog/
made at the SXSW session Viral Is A Dirty Word:
Strategic Video Success.”

5. Tweets
Selected Quotes from Tweets
• @AlexWithAK I saw 15 sessions at #SXSW. I'd 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, it's full. #SXSW
• @smeedd My first panel sitting on the floor. I hope it's 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. 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. #&$K
C&@!
T*#
VIRAL IS A DIRTY WORD
F&#%
ROB DAVIS
JEREMY SANCHEZ
#^$$Y
S X S W I N T E R AC T I V E 2 0 1 2
S#&!

8. #antiviral
@gsijeremy
@robertjohndavis
@ogilvyadvvideo

9. VIRAL
WE DON’T SAY THIS

10. VIRAL
WE LIKE TO SAY “GOOD,”
“CONTEXTUAL” OR “RELEVANT”

11. VIRAL
PEOPLE THINK IT MEANS “FREE”

12. VIRAL
NOTHING IS FREE

13. “The enemy of conventional wisdom is
not ideas, but the march of events.”
- John Kenneth Galbraith

14. …kill this?

15. …kill this?

16. Didn’t kill this

17. AND THIS
Didn’t kill that

18. At least video killed the radio star, right?

20. DESPITE WHAT WE MAY THINK, PEOPLE
WATCH MORE THAN CAT VIDEOS

21. OR DOG VIDEOS

22. OR OTHER
“STUFF”

23. OR OTHER
“STUFF”

24. OR OTHER
“STUFF”

27. How do you get your content
to cut through the noise?

28. Marketing Content vs.
User Generated Content

29. The Viral Myth

31. WHAT “GOES VIRAL?”
Ad Age Unruly

32. YOUTUBE CELEBRITIES
The Biebs
Sang on YouTube
Sold some song downloads Karen Alloy
Fred Figglehorn Currently omnipresent 240K subscribers
2.3 million subscribers 60 million views
850 million views Won an Emmy for writing
Branching out to TV (ironic, eh?)
sxephil (PhillyD)
2 million subscribers
800 million views

33. > 4% of YouTube videos
will earn 100,000+ views

34. SCIENCE

35. Your 5 Step
Antiviral Program

36. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

38. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

39. What is your
trigger event?

40. TRIGGER EVENTS

41. TRIGGER EVENTS

42. TRIGGER EVENTS

43. How do you find a
trigger event?

44. DATABASE OF INTENTIONS
Traditional HTML Pages
Shopping Results
News and Blog Results
Social Results

45. TRENDS | HYPOTHESIS
* Demand Data as of 3/5/2012

46. SEARCHER INTENT MODELING
* 12 Month Average Demand as of 3/5/2012

47. DESKTOP SEARCH DEMAND

48. SXSW SEARCH DEMAND
Top Keywords include
General: 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

49. SXSW MOBILE SEARCH DEMAND
Top 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

50. How do KPI and
distribution plans
impact production?

51. Post-Play Interaction:
The click after “play” is the most important.
51

52. TECH & AESTHETIC QUALITY
Good
Bad
Ugly

53. SIZE MATTERS
40” 1080 HDTV 30” SDTV, HDTV 15” PC iPad iPhone Stnd
Phone
scale: 10 pixels = 1 inch

54. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

55. CREATIVE CONTEXT
1. 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 Investment
3. Archival: Resurrected footage that is
often re-edited and repurposed to Pro-Am
meet new objectives
4. User Generated Content (UGC): Archival
UGC
Produced independent of the brand by
inspired or incentivized consumers
Creative Control
5. Sponsored Content: Brand purchases
opportunity to feature brand in and/or
around brand-relevant content

56. FlyPaper
Video with a job to do

58. VIDEO NEEDS A JOB TO DO
• Bridging Content
• Promotional
• Leads to Engagement

59. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

60. How do I maximize my
viewership with search?

61. OPTIMIZING FOR SEARCH

62. SEARCHER INTENT
* 12 Month Average Demand as of 3/5/2012

63. • The basics of metadata
• Title
• Description
• Tags
• The value of the script
• Channel naming
• The multiple jobs of
metadata

64. • The basics of metadata
• Title
• Description
• Tags
• The value of the script
• Channel naming
• The multiple jobs of
metadata

65. How does my content
impact viewership?

66. AUDIENCE RETENTION
ABSOLUTE

67. AUDIENCE RETENTION
ABSOLUTE

68. AUDIENCE RETENTION
RELATIVE

69. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

70. LIQUID PLUMR DOUBLES DOWN

73. 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

74. PAID, EARNED, OWNED
Paid Earned Combination

75. YOU CAN’T CONTROL EARNED
Xmissy.nl (NSFW)

76. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

77. Volume-Oriented Metrics
• Views
• Shares
• Complete views
• Favorites/Likes/Subscribes
• Basic demographics

78. Business-Oriented Metrics
• Post-Play Interaction
• Leads Generated
• Product Sold
• Value of Earned View
• Brand Lift
• Meaningful Engagement Initiated
• ROI on the long-tail

79. Your 5 Step Antiviral Program
1. Have A Plan
2. Creative In Context
3. Optimize First
4. Distribute & Promote
5. Measure What Matters

81. Thank You
#antiviral

82. Q&A