Social Video Advertising iStrategy2011

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ebuzzing Social Video Advertising workshop @ iStrategy Amsterdam 2011 by Andrea Febbraio co-founder. Clever tricks to make a video go viral and black belt seeding strategies. Let's b
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Social Video Advertising iStrategy2011

  1. 1. Andrea Febbraio Co-founder
  2. 2. SOCIAL VIDEO ADVERTISING
  3. 3. 27/04/09
  4. 4. FEW FIGURES
  5. 5. 27/04/09
  6. 6. 27/04/09
  7. 9. IT IS NOT JUST ABOUT VIEWS
  8. 10. MINE IS BIGGER
  9. 11. THE POWER OF ENGAGEMENT
  10. 12. 27/04/09
  11. 13. 27/04/09
  12. 14. 27/04/09
  13. 16. 6M VIEWS 90.000 SHARES 13.244 LIKES
  14. 17. HOW DOES IT WORKS?
  15. 19. #1 Rule: Be Ethic
  16. 20. #2 Rule: never trust buzz legends
  17. 21. CONTENT IS THE KING (?) DATI NIELSEN
  18. 22. DISTRIBUTION IS THE QUEEN!!
  19. 23. SIMPLY UPLOAD IT ON
  20. 24. 95% OF VIDEOS -> LESS THAN 500 VIEWS
  21. 25. YOU DO NOT NEED TO BE A JEDI
  22. 26. TIPPING POINT
  23. 29. FIRST 48H OF LIFE CRITICAL
  24. 30. 100.000 SEEDED VIEWS (GUARANTEE) 5.743.717 VIEWS ACHIEVED! Second Wave First Wave First Wave: All the seeded views (paid) were concentrated in the first 48h in order to brake the 80K/100K limit making the video reaching tipping point going viral. Second Wave: after the first critical 48/h the video won several “ Honours ” automatically ignited the YouTube viral blast. The video got promoted on HP of YouTube becoming viral…first 1M views reached in 3 days . OUR SEEDING STRATEGY
  25. 31. Executive Summery - Video YouTube Awards
  26. 32. YOUR VIDEO NEEDS “HONOURS”
  27. 33. GLOBAL DISTRIBUTION PLATFORM
  28. 34. REAL TIME TRACKING
  29. 35. WHY BLOGGERS / SOCIAL PUBLISHERS ? VIEWS GUARANTEED!!
  30. 36. THE SUGAR. FB IN GAMES VIEWS
  31. 37. 27/04/09
  32. 38. 27/04/09
  33. 40. Not this guy Average social gamer : 43 year old woman Popcap / Information Solutions Group 2010 Social Gaming Research
  34. 41. Target based on Precise User Data Ultra-fine targeting abilities (leveraging FB data – age, gender, location)
  35. 42. Opt-in Model Users Opt-in to watch the video, not forced like pre-roll
  36. 43. High Quality Placement (not within offerwalls)
  37. 44. Some social games are BIGGER than TV http://mashable.com/2010/12/05/social-games-advertising/
  38. 45. Opt-in Model 3x Higher Share Rate vs. traditional integration TubeMogul Report
  39. 46. HOW DO YOU INCREASE SHARES?
  40. 47. http://socialtimes.com/a-complete-look-at-how-social-games-increase-brand-awareness-by-up-to-550_b42094 Up to 550% lift in Brand Awareness ! It WORKS !
  41. 48. BUT…
  42. 49. 27/04/09
  43. 50. BE A JEDI [email_address] Co-founder

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