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
Show best & worst examples
Discuss your challenges
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
No need for notes
Will distribute deck (with links)
Focus on “earned” not “paid”
If I’m getting academic, please throw something
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?
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.
5 Basic Tenants:
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 http://digiworldhanoi.vn
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
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”
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
Pay for video ads
Partner with creators
Participate in community events
It Won’t Always Be Positive
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
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.
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.”
Video Contests: Benefit & Risks
Lot of work
Can be expensive
Good and bad
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.
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.
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
Spend time on sites
Familiarize yourself with top creators
Stay on top of trends
If video makes sense, get buy-in from your senior leadership.