Viral is a Dirty Word

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Ogilvy’s Jeremy Sanchez (President, Global Strategies) and Robert John Davis (Executive Director, Advanced Video Practice) debate whether or not the use of the word viral is a good thing. Why challenge a word that has become one of the most common terms in digital marketing? The reasons are plenty…

Published in: Technology

Viral is a Dirty Word

  1. 1. #&$KC&@!T*#VIRAL IS A DIRTY WORDF&#% ROBERT JOHN DAVIS JEREMY SANCHEZ#^$$YS#&!
  2. 2. #antiviral @gsijeremy@robertjohndavis@ogilvyadvvideo
  3. 3. VIRALWE DON’T SAY THIS
  4. 4. VIRAL WE LIKE TO SAY “GOOD,”“CONTEXTUAL” OR “RELEVANT”
  5. 5. VIRALPEOPLE THINK IT MEANS “FREE”
  6. 6. VIRALNOTHING IS FREE
  7. 7. “The enemy of conventional wisdom is not ideas, but the march of events.” - John Kenneth Galbraith
  8. 8. …kill this?
  9. 9. …kill this?
  10. 10. Didn’t kill this
  11. 11. AND THIS Didn’t kill that
  12. 12. At least video killed the radio star, right?
  13. 13. DESPITE WHAT WE MAY THINK, PEOPLEWATCH MORE THAN CAT VIDEOS
  14. 14. OR DOG VIDEOS
  15. 15. OR OTHER“STUFF”
  16. 16. OR OTHER“STUFF”
  17. 17. OR OTHER“STUFF”
  18. 18. How do you get your content to cut through the noise?
  19. 19. Marketing Content vs.User Generated Content
  20. 20. The Viral Myth
  21. 21. WHAT “GOES VIRAL?” Ad Age Unruly
  22. 22. 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
  23. 23. > 4% of YouTube videoswill earn 100,000+ views
  24. 24. SCIENCE
  25. 25. Your 5 StepAntiviral Program
  26. 26. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  27. 27. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  28. 28. What is yourtrigger event?
  29. 29. TRIGGER EVENTS
  30. 30. How do you find a trigger event?
  31. 31. DATABASE OF INTENTIONS*Traditional HTML Pages Shopping ResultsNews and Blog Results Social Results *John Battelle
  32. 32. TRENDS | HYPOTHESIS * Demand Data as of 3/5/2012
  33. 33. SEARCHER INTENT MODELING * 12 Month Average Demand as of 3/5/2012
  34. 34. 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
  35. 35. 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
  36. 36. How do KPI and distribution plansimpact production?
  37. 37. Post-Play Interaction:The click after “play” is the most important.42
  38. 38. TECH & AESTHETIC QUALITY Good Bad Ugly
  39. 39. SIZE MATTERS 40” 1080 HDTV 30” SDTV, HDTV 15” PC iPad iPhone StndPhonescale: 10 pixels = 1 inch
  40. 40. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  41. 41. CREATIVE CONTEXT 1. Professionally Produced: The industry standard – does not have to equal expensive. 2. Pro-Am: Proficient amateurs (often confused as crowd sourcing) compete to create content against a set brief 3. Archival: Resurrected footage that is often re-edited and repurposed to meet new objectives 4. User Generated Content (UGC): Produced independent of the brand by inspired or incentivized consumers 5. Sponsored Content: Brand purchases opportunity to feature brand in and/or around brand-relevant content
  42. 42. VIDEO NEEDS A JOB TO DO• Bridging Content• Promotion• Leads to Engagement
  43. 43. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  44. 44. How do I maximize myviewership with search?
  45. 45. OPTIMIZING FOR SEARCH
  46. 46. SEARCHER INTENT * 12 Month Average Demand as of 3/5/2012
  47. 47. • The basics of metadata • Title • Description • Tags• The value of the script• Channel naming• The multiple jobs of metadata
  48. 48. How does my content impact viewership?
  49. 49. AUDIENCE RETENTIONABSOLUTE
  50. 50. AUDIENCE RETENTIONRELATIVE
  51. 51. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  52. 52. LIQUID PLUMR DOUBLES DOWN
  53. 53. 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
  54. 54. PAID, EARNED, OWNED Paid Earned Combination
  55. 55. YOU CAN’T CONTROL EARNED Xmissy.nl (NSFW)
  56. 56. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  57. 57. Volume-Oriented Metrics• Views• Shares• Complete views• Favorites/Likes/Subscribes• Basic demographics
  58. 58. Business-Oriented Metrics• Post-Play Interaction• Leads Generated• Product Sold• Value of Earned View• Brand Lift• Meaningful Engagement Initiated• ROI on the long-tail
  59. 59. Your 5 Step Antiviral Program1. Have A Plan2. Creative In Context3. Optimize First4. Distribute & Promote5. Measure What Matters
  60. 60. Thank You #antiviral

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