Nov 30, 2009
Online Video Marketing
Your Brand and Viral Video Spunlogic Lunch & Learn September 25, 2007 Nalts, willvideoforfood [email_address] http://digiworldhanoi.vn
Goals for Today Reaffirm potential of medium http://digiworldhanoi.vn
Show best & worst examples
Introduction By day, I’m a career marketer MBA in high-tech marketing 5 years at Johnson & Johnson Currently Consumer Product Director in pharmaceuticals By night, an online video junkie More than 15 million views on ~500 video shorts 7 th most subscribed YouTube comedian News appearances, producing TV show on viral videos.
Write blog and working book “Prophet of Online Video.”
Few Process Notes Will distribute deck (with links) Focus on “earned” not “paid” http://digiworldhanoi.vn
If I’m getting academic, please throw something
Challenges Brands Face Is it appropriate for my brand? Will I lose control? Get slammed? http://digiworldhanoi.vn
How will it impact sales?
What is Viral Video? The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites. Source: Wikipedia
Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips.
State of Online Video While online video is not new, the channel has hit a rapid acceleration in the past 18 months Startups like YouTube are becoming more popular than many traditional media sites. Fifty-seven percent of online adults have used the internet to watch or download video, and 19% do so on a typical day.
(The Pew Internet & American Life Project)
Online Video Users & Spending Still small part of media mix… But reach & spending on rapid rise Spending on sites like MySpace and Facebook will climb exponentially, rising from $900 million this year to $1.4 billion in 2008
Deborah Williamson, eMarketer senior analyst
SEM and Online Video
Landscape YouTube The Google of Online Video Social Networking Sites (MySpace, Facebook) Portals With Video Sites: AOL, Google, Yahoo, MSN 2 nd -Tier Video Sites: Metacafe, Revver, Break, Veoh, Brightcove
Redefining YouTube Vast majority view videos they receive from friends, or search for specific content. But YouTube, at its heart, is a community that is built on video
Core audience “lives” in YouTube
Convergence Eventually, television and online-video will converge Already happening (On Demand, AppleTV) My money is on Joost (founders of Skype) For now, it doesn’t matter It changes advertising mechanism “ Leaning Forward vs. Sitting Back”
But viral video tenants remain same
Getting Millions of Views Create something incredibly viral Expect low views that build slowly
Or “jump start” by leveraging creators with built audiences
Ways to Play New channel for existing content Create videos, post and pray http://digiworldhanoi.vn
Participate in community events
It Won’t Always Be Positive
7 Deadly Marketing Sins Pretend you’re not advertising Spend a fortune on production Tell consumers instead of engage Do a video contest because everyone else is
Set unrealistic conversion metrics
Prevailing Myths Online video is a new channel. Quality of the video is what determines its popularity. Online video marketing is about contests. "Tagging" my video with keywords will get them seen Paying for a well-produced video will increase my brand's ROI. After consumers watch my videos, they'll visit my site and buy. I can post my brand videos on my website to get them seen.
We'll never really measure the impact of online video.
Mentos Dramatic sales increase when “Diet Soda & Mentos” phenomenon started. EepyBird made $50K on Revver alone. http://digiworldhanoi.vn
Next phase: partnering with known creators to move past “Geyser.”
Video Contests: Benefit & Risks http://digiworldhanoi.vn
What if nobody participates?
Secret Contest Tips Not every brand is right for a contest. Lose the giant grand prize. Choose your partners wisely and avoid a disposable website. Promotion is where most contests fail. Know that good contestants will evaluate a return on their time investment. Consider identifying some known video creators and asking them to “seed” entries and promote the contest.
Be mindful of the fact that people will scan the first posted entries to make their determination about entering.
Partnering with “Weblebrities” Proven entertainment value Reduce risk of over promotion
Strong affinity with audience
Everything You Need to Know Align strategy and tactics Get internal “buy-in” on risks
Leverage creators with audience
What Now? Tuesday Morning… See What They’re Already Saying Search YouTube for brand name Subscribe to “tags” with your product name Consider Buzzmetrics or other web audit Familiarize yourself with top creators Willvideoforfood.com, TheDailyReel
If video makes sense, get buy-in from your senior leadership.
Resources http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id =1003645281 http:// adage.com/digital/article?article_id =120616 http:// www.emarketer.com/Article.aspx?id =1004105 eMarketer Online video report http://www.emarketer.com/Reports/All/Emarketer_2000457.aspx?src= report_head_info_sitesearch http:// en.wikipedia.org/wiki/Viral_video My blog (willvideoforfood.com): http:// nalts.wordpress.com / http://www.kevinnalts.com http://digiworldhanoi.vn
Video Examples http:// www.youtube.com/watch?v =O3ejlkzDCuc http://www.youtube.com/watch?v=PTU2He2BIc0 http://www.youtube.com/watch?v=iYhCn0jf46U http://www.youtube.com/watch?v=JkeBQgyM8uI http://youtube.com/watch?v=S8fbVQFLTI0 http://one.revver.com/watch/27335 http://www.xlntads.com/creators/view.php?user=nalts http://digiworldhanoi.vn