Online Video Marketing
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  • 1. Your Brand and Viral Video Spunlogic Lunch & Learn September 25, 2007 Nalts, willvideoforfood [email_address] http://digiworldhanoi.vn
  • 2. Goals for Today
    • Reaffirm potential of medium
    • Dispel myths
    • Show best & worst examples
    • Discuss your challenges
    http://digiworldhanoi.vn
  • 3. 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.”
  • 4. Few Process Notes
    • No need for notes
      • Will distribute deck (with links)
    • Focus on “earned” not “paid”
    • Please interrupt
    • If I’m getting academic, please throw something
    http://digiworldhanoi.vn
  • 5. Challenges Brands Face
    • Is it appropriate for my brand?
    • Will I lose control? Get slammed?
    • How can I measure it?
    • Will it scale?
    • How will it impact sales?
    http://digiworldhanoi.vn
  • 6. 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.
    • Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips.
    Source: Wikipedia
    • 5 Basic Tenants:
    • Short
    • Edgy
    • Funny
    • Big Finish
    • Topical
  • 7. 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)
  • 8. 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
  • 9. SEM and Online Video
  • 10. 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
  • 11. 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
      • Defined rules
      • Factions
      • Core audience “lives” in YouTube
  • 12. 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
      • But viral video tenants remain same
    “ Leaning Forward vs. Sitting Back”
  • 13. Getting Millions of Views
    • Get lucky
    • Create something incredibly viral
    • Be topical
    • Otherwise:
      • Expect low views that build slowly
      • Or “jump start” by leveraging creators with built audiences
  • 14. Ways to Play
    • Market research
    • New channel for existing content
    • Create videos, post and pray
    • Run contest
    • Pay for video ads
    • Partner with creators
    • Participate in community events
    http://digiworldhanoi.vn
  • 15. It Won’t Always Be Positive
  • 16. Losing Control
  • 17. 7 Deadly Marketing Sins
    • Make brown and white cow
    • 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
    • Give up and advertise
  • 18. 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.
  • 19. Mentos
    • Dramatic sales increase when “Diet Soda & Mentos” phenomenon started.
    • EepyBird made $50K on Revver alone.
    • Next phase: partnering with known creators to move past “Geyser.”
    http://digiworldhanoi.vn
  • 20. Contests http://digiworldhanoi.vn
  • 21. Video Contests: Benefit & Risks
    • Benefits
    • Engages customers
    • Free production
    • Great PR
    • Risks
    • Lot of work
    • Can be expensive
    • Good and bad
    • What if nobody participates?
    http://digiworldhanoi.vn
  • 22. 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.
    • Fish where the fish are.
    • 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.
    • Timing is everything.
  • 23. Partnering with “Weblebrities”
    • Proven entertainment value
    • Reduce risk of over promotion
    • Strong affinity with audience
    • View guarantee
    • Cost efficient
  • 24. Everything You Need to Know
    • Align strategy and tactics
    • Partner carefully
      • Agencies
      • Contest sites
      • Creators
    • Get internal “buy-in” on risks
    • Measure comprehensively
    • Leverage creators with audience
  • 25. 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
    • Get involved:
      • Spend time on sites
      • Familiarize yourself with top creators
    • Stay on top of trends
      • Willvideoforfood.com, TheDailyReel
    • If video makes sense, get buy-in from your senior leadership.
      • Risks, benefits
      • Performance metrics
  • 26. Resources
    • Spending increases
      • http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id =1003645281
    • AOL/Yahoo Study
      • http:// adage.com/digital/article?article_id =120616
    • Demographics and stats
      • 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
    • Wikipedia on Viral Video
      • http:// en.wikipedia.org/wiki/Viral_video
    • My blog (willvideoforfood.com):
      • http:// nalts.wordpress.com /
    • My videos:
      • http://www.kevinnalts.com
    • TheDailyReel
      • http://www.thedailyreel.com
    • XLNTADS
      • http://www.xlntads.com
    http://digiworldhanoi.vn
  • 27. Video Examples
    • Farting in Public
      • http:// www.youtube.com/watch?v =O3ejlkzDCuc
    • Tea Party
      • http://www.youtube.com/watch?v=PTU2He2BIc0
    • Dove
      • http://www.youtube.com/watch?v=iYhCn0jf46U
    • What Revver Did
      • http://www.youtube.com/watch?v=JkeBQgyM8uI
    • Heinz
      • http://youtube.com/watch?v=S8fbVQFLTI0
    • Mentos EepyBird
      • http://one.revver.com/watch/27335
    • XLNTADs
      • http://www.xlntads.com/creators/view.php?user=nalts
    • Poor Man’s GPS
      • http://www.youtube.com/watch?v=-GsHnxykLok
    http://digiworldhanoi.vn