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Video for good? Good For Video AIM 2012

by Craig Moore on Jun 13, 2012

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My presentation from the AIM Conference 2012 in Halifax, Nova Scotia

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[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
[CLICK THROUGH TO 3 Bill]\nlast time i spoke on video at aim youtube was doing 3 bil views a day, 8 months later it is 4 billion. uploads are now at one hour per second of content.\none trillion \n
The Youtube stats are impressive and who knows where it will peak, if it ever does. But what is relevant for me in the stats is the action taken around video. Youtube says that over 50 % of it video are rated or commented on and 100 mil people do some type of social action (like, comment or share) each week. I would say this will vastly increase with more mobile tech increase as mobile traffic on Youtube tripled in 2011.\nwhat do you want people to do when they are done watching? Do you have a call to action? What will be the benefit of the “share” or “like”. This is something to consider beyond the great video that is on message, people are interaction with the content as a item unto itself.\n
lets talk KONY 2012\nanyone know it? heard of it? liked? shared? follow? voted down?\nlets have a look...\n
What is Kony2012?\n\nVideo campaign created by a private NGO called “invisible children” to make the leader of a african militant group called the LRA (Lords Resistance Army).\n\nThis campaign’s goal was to make the leader of the LRA, Joseph Kony, infamous to the the world to shed light on the atrocities purveyed by his group and to have him arrested.\n\nIC was an already established organization but this was a new initiative. Unleashed on Mar 5, it blew up the internets in a crazy short period of time.\n\nIt redefined viral.\n\nwithin a month KONY 2012 was everywhere on social media have over 100 million video views on Youtube and Vimeo. \n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
upload, takes off, blows up the internet, massive cross pollination, 20, 30, 50 mil views, 100 mil in a month, record breaking in terms of soc media reach and youtube views.\n50 mil in 3 days, obama admin and oprah get behind it.\neveryone is pro KONY2012, lots of likes, shares, etc.\nthen comes in some critique, backlash and lots of media.\nBeing the internet, much to and fro\nJason Russell, co-founder of ic has public breakdown\ncalls for funding transpanency, etc.\nit calms down and start moving back on track\na series of videos of action teaches all leading to Apr 20th, where we “Cover the Night”\nthe result?\n
not much...\nthere was some street engagement but in comparison to the video it was like comparing a nuclear bomb to lighting a match.\nvictim of slacktavism? armchair activisim? the downside of social media activism...and possibly social media marketing? something to consider\nBUT...they are not done\n[CLICK]\nnew video, many less views\ncalls to action, more pressure, more engagement.\nDate for June (unknown) to take pledges to the UN\nDate in Nov for a dance marathon fundraiser\nGoal is still to get Joseph Kony captured.\nAnd, recently a top LRA oficer was captured. was it a result of the campaign?\nMaybe the IC people knew that in an age of possible slacktivism that to get any real action their online engagement would have to be massive to have a bigger real number of people. the bigger the total the bigger the amount of real people in the % who really take action... we will need to wait one more year to fully see the impact.\n
not much...\nthere was some street engagement but in comparison to the video it was like comparing a nuclear bomb to lighting a match.\nvictim of slacktavism? armchair activisim? the downside of social media activism...and possibly social media marketing? something to consider\nBUT...they are not done\n[CLICK]\nnew video, many less views\ncalls to action, more pressure, more engagement.\nDate for June (unknown) to take pledges to the UN\nDate in Nov for a dance marathon fundraiser\nGoal is still to get Joseph Kony captured.\nAnd, recently a top LRA oficer was captured. was it a result of the campaign?\nMaybe the IC people knew that in an age of possible slacktivism that to get any real action their online engagement would have to be massive to have a bigger real number of people. the bigger the total the bigger the amount of real people in the % who really take action... we will need to wait one more year to fully see the impact.\n
not much...\nthere was some street engagement but in comparison to the video it was like comparing a nuclear bomb to lighting a match.\nvictim of slacktavism? armchair activisim? the downside of social media activism...and possibly social media marketing? something to consider\nBUT...they are not done\n[CLICK]\nnew video, many less views\ncalls to action, more pressure, more engagement.\nDate for June (unknown) to take pledges to the UN\nDate in Nov for a dance marathon fundraiser\nGoal is still to get Joseph Kony captured.\nAnd, recently a top LRA oficer was captured. was it a result of the campaign?\nMaybe the IC people knew that in an age of possible slacktivism that to get any real action their online engagement would have to be massive to have a bigger real number of people. the bigger the total the bigger the amount of real people in the % who really take action... we will need to wait one more year to fully see the impact.\n
not much...\nthere was some street engagement but in comparison to the video it was like comparing a nuclear bomb to lighting a match.\nvictim of slacktavism? armchair activisim? the downside of social media activism...and possibly social media marketing? something to consider\nBUT...they are not done\n[CLICK]\nnew video, many less views\ncalls to action, more pressure, more engagement.\nDate for June (unknown) to take pledges to the UN\nDate in Nov for a dance marathon fundraiser\nGoal is still to get Joseph Kony captured.\nAnd, recently a top LRA oficer was captured. was it a result of the campaign?\nMaybe the IC people knew that in an age of possible slacktivism that to get any real action their online engagement would have to be massive to have a bigger real number of people. the bigger the total the bigger the amount of real people in the % who really take action... we will need to wait one more year to fully see the impact.\n
not much...\nthere was some street engagement but in comparison to the video it was like comparing a nuclear bomb to lighting a match.\nvictim of slacktavism? armchair activisim? the downside of social media activism...and possibly social media marketing? something to consider\nBUT...they are not done\n[CLICK]\nnew video, many less views\ncalls to action, more pressure, more engagement.\nDate for June (unknown) to take pledges to the UN\nDate in Nov for a dance marathon fundraiser\nGoal is still to get Joseph Kony captured.\nAnd, recently a top LRA oficer was captured. was it a result of the campaign?\nMaybe the IC people knew that in an age of possible slacktivism that to get any real action their online engagement would have to be massive to have a bigger real number of people. the bigger the total the bigger the amount of real people in the % who really take action... we will need to wait one more year to fully see the impact.\n
not much...\nthere was some street engagement but in comparison to the video it was like comparing a nuclear bomb to lighting a match.\nvictim of slacktavism? armchair activisim? the downside of social media activism...and possibly social media marketing? something to consider\nBUT...they are not done\n[CLICK]\nnew video, many less views\ncalls to action, more pressure, more engagement.\nDate for June (unknown) to take pledges to the UN\nDate in Nov for a dance marathon fundraiser\nGoal is still to get Joseph Kony captured.\nAnd, recently a top LRA oficer was captured. was it a result of the campaign?\nMaybe the IC people knew that in an age of possible slacktivism that to get any real action their online engagement would have to be massive to have a bigger real number of people. the bigger the total the bigger the amount of real people in the % who really take action... we will need to wait one more year to fully see the impact.\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
soc media whales: mar 9th Obama and Oprah tweet about it. kaboom\n
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Newest rollout from Old Spice. “Believe in your smelf”. never worrying about being too campy, old spice has also redefined using video to entertain, engage and sell.\nFirst iteration came out in 2010 with Isaiah Mustafa in the “The Man Your Man Could Smell Like”. After premiering during the superbowl weekend and then to tv it blew up too.\nIn the month after, sales were up 55%\nOld spice is now the #1 body wash brand for men.\n1.4 billion impressions\n290 million views\n300,000 subscribers\nheavy video content. 402 videos.\nsuccess also in part to innovative near real time video responses in early stages. People would tweet questions and Mustafa would respond in video hours later. THey leveraged Youtube and facebook with their other elements. They also were funny and on message all the time. The were committed to be flexible to the situation. Planning to be ready versus only having a plan to follow.\nsuccess: engagement with the audience, high production values, killer marketing minds and large production team behind it. Understood how this holy trinity works that they can feed into each other to exponentially grow the exposure. And they had a product the could rapidly be accessed (vs KONY)\n\n
Newest rollout from Old Spice. “Believe in your smelf”. never worrying about being too campy, old spice has also redefined using video to entertain, engage and sell.\nFirst iteration came out in 2010 with Isaiah Mustafa in the “The Man Your Man Could Smell Like”. After premiering during the superbowl weekend and then to tv it blew up too.\nIn the month after, sales were up 55%\nOld spice is now the #1 body wash brand for men.\n1.4 billion impressions\n290 million views\n300,000 subscribers\nheavy video content. 402 videos.\nsuccess also in part to innovative near real time video responses in early stages. People would tweet questions and Mustafa would respond in video hours later. THey leveraged Youtube and facebook with their other elements. They also were funny and on message all the time. The were committed to be flexible to the situation. Planning to be ready versus only having a plan to follow.\nsuccess: engagement with the audience, high production values, killer marketing minds and large production team behind it. Understood how this holy trinity works that they can feed into each other to exponentially grow the exposure. And they had a product the could rapidly be accessed (vs KONY)\n\n
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Something entirely different.\nindie generated massive following.\none million subscribers and 1 billion toal views\nbizarre funny content.\nleveraged into merchandise, youtube partner and now cartoon network.\nsuccess: short, odd and odd. quirky humor aimed and kids (and maybe the occasional adult).\n
Something entirely different.\nindie generated massive following.\none million subscribers and 1 billion toal views\nbizarre funny content.\nleveraged into merchandise, youtube partner and now cartoon network.\nsuccess: short, odd and odd. quirky humor aimed and kids (and maybe the occasional adult).\n
Something entirely different.\nindie generated massive following.\none million subscribers and 1 billion toal views\nbizarre funny content.\nleveraged into merchandise, youtube partner and now cartoon network.\nsuccess: short, odd and odd. quirky humor aimed and kids (and maybe the occasional adult).\n
Something entirely different.\nindie generated massive following.\none million subscribers and 1 billion toal views\nbizarre funny content.\nleveraged into merchandise, youtube partner and now cartoon network.\nsuccess: short, odd and odd. quirky humor aimed and kids (and maybe the occasional adult).\n
108.5 million views as many as KONY2012 video.\nspca fundraiser too. raised over $25,000\nThere is a movie deal in the works with Paramount.\n\nviral that happens organically rarely has a good call to action for future successes. With solid planning and preparation for the unknown you can leverage a video campaign for great success.\n\n
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Video for good? Good For Video AIM 2012 Presentation Transcript

Craig Moore @spidervideoWednesday, June 13, 2012
Wednesday, June 13, 2012
viewsWednesday, June 13, 2012
3,000,000,000 viewsWednesday, June 13, 2012
3,000,000,000 views a dayWednesday, June 13, 2012
4,000,000,000 views a dayWednesday, June 13, 2012
1,000,000,000,000 views in 2011Wednesday, June 13, 2012
Wednesday, June 13, 2012
Wednesday, June 13, 2012
Kony 2012 VideoWednesday, June 13, 2012
How’d it Go?Wednesday, June 13, 2012
How’d it Go?Wednesday, June 13, 2012
How’d it Go?Wednesday, June 13, 2012
How’d it Go?Wednesday, June 13, 2012
How’d it Go?Wednesday, June 13, 2012
How’d it Go?Wednesday, June 13, 2012
Kony 2012 Lead up VideosWednesday, June 13, 2012
Kony 2012 Follow up VideoWednesday, June 13, 2012
Wednesday, June 13, 2012
Wednesday, June 13, 2012
Success TriggersWednesday, June 13, 2012
Success Triggers StoryWednesday, June 13, 2012
Success Triggers Story EmotionalWednesday, June 13, 2012
Success Triggers Story Emotional Established fanbase of early adoptersWednesday, June 13, 2012
Success Triggers Ease Story Emotional Established fanbase of early adoptersWednesday, June 13, 2012
Success Triggers Ease Story Emotional Established fanbase of early adopters PlanningWednesday, June 13, 2012
Success Triggers Ease Story Emotional Established fanbase of early adopters How-tos PlanningWednesday, June 13, 2012
Success Triggers Ease Story Emotional Established fanbase of early adopters How-tos Planning Social Media “whales”Wednesday, June 13, 2012
Stumbling BlocksWednesday, June 13, 2012
Stumbling Blocks Long call to actionWednesday, June 13, 2012
Stumbling Blocks Long call to action SlacktivismWednesday, June 13, 2012
Stumbling Blocks Long call to action Story SlacktivismWednesday, June 13, 2012
Stumbling Blocks Long call to action Story Slacktivism Goverment MachineWednesday, June 13, 2012
Stumbling Blocks Long call to action Story Slacktivism IRL Champions Goverment MachineWednesday, June 13, 2012
Old Spice VideoWednesday, June 13, 2012
Wednesday, June 13, 2012
And now for something completely differentWednesday, June 13, 2012
Annoying Orange VideoWednesday, June 13, 2012
Wednesday, June 13, 2012
Ultimate Dog TeaseWednesday, June 13, 2012
Take AwayWednesday, June 13, 2012
Take Away Know Your AudienceWednesday, June 13, 2012
Take Away Know Your Audience Plan for the UnknownWednesday, June 13, 2012
Take Away Know Your Audience Plan for the Unknown Connect, Converse and CreateWednesday, June 13, 2012
Craig Moore @spidervideoWednesday, June 13, 2012

Video for good? Good For Video AIM 2012

by Craig Moore on Jun 13, 2012

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Video for good? Good For Video AIM 2012 Presentation Transcript