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  • 1. Viral video Folkeuniversitetet 4/10-2008 Christian Winther Bech http://cutup.dk
  • 2. Louis Thonsgaard Viral video er video som indenfor en given tidsperiode bliver set af et markant stigende antal personer. I sin oprindelige betydning vil denne stigning være et udslag af at seere anbefaler videoen til andre seere, således at antallet af seere, der får videoen anbefalet og faktisk ser den, er større end dem som anbefaler. Man kan således sammenligne udviklingen af seermønsteret med en virus, der spreder sig. På samme måde kan en video først betegnes viral idet den begynder at blive set af et markant stigende antal personer. Der eksisterer ikke gradbøjninger af begrebet viral video, men alligevel må der være tale om forskelle typer af viralitet mellem videoer hvis virale forløb er meget forskellige. Ses en video 10.000 gange i løbet af tre dage, men taber herefter sin viralitet, er den tydeligvis forskellig fra en video med et viralt forløb hvor seerantallet langsomt stiger til flere millioner visninger over et år. Den virale karakter for en video kan bl.a. beskrives ved at følge antallet af visninger over tid.
  • 3. Ralph F. Wilson: The Six Simple Principles of Viral Marketing 1. Gives away products or services 2. Provides for effortless transfer to others 3. Scales easily from small to very large 4. Exploits common motivations and behaviors 5. Utilizes existing communication networks 6. Takes advantage of others' resources
  • 4. Ralph F. Wilson: The Six Simple Principles of Viral Marketing Hotmail -eksemplet 1.Give away free e-mail addresses and services 2.Attach a simple tag at the bottom of every free message sent out: quot;Get your private, free email at http://www.hotmail.comquot; and, 3.Then stand back while people e-mail to their own network of friends and associates, 4.Who see the message, 5.Sign up for their own free e-mail service, and then 6.Propel the message still wider to their own ever-increasing circles of friends and associates. Martin Thorborg (Jubii): Spamfighter
  • 5. Efterspørgselsdeterminanter Primære: Omfatter forhold for køberside, f.eks. købeevne, livsstil, ønsker og social status. Sekundære: Forhold hos virksomheden, f.eks. virksomhedens produkt, pris, promotion og distribution. Teritære: Forhold som f.eks. mode, klima, sæsonbetonede forhold. Konkurrenternes markedsføringsindsats: Er et spørgsmål om konkurrenternes produkter, priser, service og reklameindsats.
  • 6. De 4 P’er - et handlingsparameter Produkt Pris Place (Distribution) Promotion
  • 7. De 4 P’er - et handlingsparameter Produkt: Funktion, design, emballage, sortiment, service, garanti Pris Place (Distribution) Promotion
  • 8. De 4 P’er - et handlingsparameter Produkt Pris: Dyrt, discount, rabat, kredit, betalingsbetingelser Place (Distribution) Promotion
  • 9. De 4 P’er - et handlingsparameter Produkt Pris Place (Distribution): Kanaltype - butik, kuponhæfte, internet - antal kanaler, beliggenhed, lager, transport Promotion
  • 10. De 4 P’er - et handlingsparameter Produkt Pris Place (Distribution) Promotion: Reklamer - hvilke medier? Salgspromotion, personligt salg, online marketing, direct marketing
  • 11. Chris Anderson: The Long Tail
  • 12. Word-of-Mouth An honest targeted conversation based on something valuable that creates buzz. Targets: evangelists or influencers Channels: viral or traditional. http://www.forrester.com/magazine/documents/How%20To %20Build%20A%20Word-Of-Mouth%20Marketing Content: anything consumers %20Campaign.pdf want to share
  • 13. Forrester
  • 14. aakb.dk
  • 15. amazon.com
  • 16. Subservient Chicken http:// www.subservientchicken.com/
  • 17. Have it your way... - TenderCrisp Dagens lys: 8. april, 2004. Dårligt salg af kyllingesandwiches ift. andre kæder (Wendy’s + McD) Mål: Ukonventionel markedsføring, men tro mod brand-løftet: ”Have it your way” => Medie = internet grundet interaktivitet (modsat TV). Rationale: Sammenfald mellem butiksoplevelse og internetoplevelse. Motor: Bloggers 8 mdr. senere: Salget steg 13,6%.
  • 18. Penge, penge, penge • Cost-per-thousand impressions • number of comments (CPM) • number of video responses • Cost-per-visit (CPV) • number of shares • Cost-per-click (CPC) / pay per click (PPC) / pay per action (PPA) • number of times favorited Andre: • number of subscriptions, or the monthly growth on it • viral effect: loads of inbound links from other blogs, and web pages • http://gugli.wordpress.com/ category/metacafe/
  • 19. Succes Måling Men hvordan? Strategisk planlægning: The Secret Strategies Behind Many “Viral” Videos Indhold: Narratologi: story/plot, struktur, schemata, cues, fortællepositioner, aktantmodellen, identifikation, intertekstualitet, punchline
  • 20. Strategi & mediet
  • 21. Greimas: Aktantmodellen 22
  • 22. Berettermodellen 23
  • 23. Ole Thyssen Afsender, modtager og indhold Forfatter, fortæller og de personer, som der fortælles om Tre lag: “teksten”, fabelen og fortællingen Et fortalt indhold, en tidslig ofte sekventiel sammenhæng af hændelser. Ole Thyssen: Æstetisk ledelse
  • 24. Louis Thonsgaard Professional produced content: Amateur content: a) Re-using others (both professional a) Videos from professional senders. and amateur) visual material in own F.ex. videos 1) Broadcasters (TV) 1) Using videos 2) Firms 2) Game content (Machinema) 3) Politicians 3) Sills 4) Institutions 4) Screen dumps (from computer software) b) Web-cam. Vbloging. 1) Own statement 2) Reaction c) Home video 1) Filming family and friends. Often in everyday situations 2) Filming at special locations and at event
  • 25. Professionel The Daily Show: http://www.youtube.com/results?orig_query=the+daily +show&search_query=john+hodgman+on+the+daily+show&orig_query_src=3 Get a Mac: http://www.apple.com/getamac/ads/ | http://www.youtube.com/ results?search_query=get+a+mac&search_type=&aq=f | http:// www.youtube.com/watch?v=oWk8ouioXgE | http://www.youtube.com/ watch?v=fVyTnTdijog| Klassisk Mac: http://www.youtube.com/watch?v=VMt2MK67-Qw | http:// www.youtube.com/watch?v=VdjmN26QfNs
  • 26. Amatør? Guitar: http://www.youtube.com/watch?v=QjA5faZF1A8 | http://www.npr.org/ templates/story/story.php?storyId=5725826 quot;Chocolate Rainquot; Original Song by Tay Zonday http://www.youtube.com/ watch?v=EwTZ2xpQwpA&feature=user Chocolate Rain by Chad Vader http://www.youtube.com/watch? v=P6dUCOS1bM0&feature=related quot;Cherry Chocolate Rainquot; Original Song by Tay Zonday http:// www.youtube.com/watch?v=2x2W12A8Qow
  • 27. Amatør? Chad Vader - Day Shift Manager #1: http://www.youtube.com/watch? v=4wGR4-SeuJ0 LonelyGirl15 http://www.lg15.com/
  • 28. Lev Manovich “The Language of New Media: Computerbilledets tre lag • cinematographic appearance • illusorisk, immediacy • digital materiality • fremmedgørelse, interaktion, • computational (software driven) logic • funktionel, logisk, kontrol, transparens (i HCI forstand) 12
  • 29. Strategier • discrete motion • loops • superimposition • embedded animations
  • 30. Filmhistorie • Vertov: Man With a Movie Camera (1929) • http://www.youtube.com/watch? v=LtEOT2ACy0I&feature=related • Hele filmen: http://video.google.com/videoplay? docid=-2809965914189244913&hl=en • Sergei Eisenstein: Panserkrydseren Potemkin (1925) • http://www.youtube.com/watch?v=euG1y0KtP_Q
  • 31. Strategiernes bagggrund • tekniske begrænsninger • fra CPU til båndbredde • tekniske muligheder for nye udtryk • http://www.lab404.com/poe
  • 32. Loop • den animerede gif: flaskehalsen peger... • http://web.archive.org/web/ 19961031080740/http:// www.carlsberg.dk/ • totempo-reklame (også embedded) • http://www.subservientchicken.com/
  • 33. New temporal aesthetics loop vs. sekvens database narrative vs. montage diskrete data, paradigme vs. syntagme
  • 34. Fluent, cognitive, expressive Automatic and skilled interactions with products Interactions that focus on the product at hand; result in knowledge or confusion and error Interactions that help the user form a relationship to the product »Emotion shapes the gap that exists between people and products in the world« Understanding Experience in Interactive Systems Jodi Forlizzi, Katja Battarbee
  • 35. Emotion Dobele et al.: Why pass on viral messages? Because they connect emotionally Surprise, joy, sadness, anger, fear, disgust Snakes on a Plane Magt: Blogs ændrer manuskript. Indslag fra CNN: http:// www.youtube.com/watch?v=qrh0U2a5BF4 http://www.snakesonablog.com/ Emotion: http://www.youtube.com/watch?v=LGKKUX-SNWo