Being Viral
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Being Viral

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Being Viral Being Viral Presentation Transcript

  • being viral
    • without feeling dirty
  • being viral
    • needle in a haystack
  • being viral without feeling dirty Well, without feeling TOO dirty...
    • Will It Blend is an example of truly compelling and natural viral content. Without using the tactics described by Greenberg or the BigFix, they were able to attain:
    • 500% growth in 2007
    • 6 million visits to website in 5 days
  • being viral needle in a haystack Marketer’s Guide to YouTube
    • Videos uploaded to YouTube as of March 2008: 78.3 million Videos uploaded each day: 150,000 Avg. video length: 2mins 46.17 seconds Time it would take to view all of this: 412.3 years Avg. age of uploader: 26.57
  • being viral needle in a haystack Marketer’s Guide to YouTube
    • Dan Greenberg , co-founder of viral video marketing company The Comotion Group.
    • “ Our rule of thumb is that if we don’t get a video 100,000 views, we don’t charge. ”
    • Posts a how-to on making videos go viral. His tactics and advice include:
    • Content is NOT King
    • Getting onto the “Most Viewed” page
    • Title Optimization
    • Thumbnail Optimization
    • Commenting
    • Releasing all videos simultaneously
    • Strategic Tagging: Leading viewers down the rabbit hole
  • being viral
    • without feeling dirty
  • being viral without feeling dirty What the competition does... “ Appeal to sex: if all else fails, hire the most attractive women available to be in the video. ” “ We reach out to individuals who run relevant blogs and actually pay them to post our embedded videos ” “ We get a few people in our office to log in throughout the day and post heated comments back and forth (you can definitely have a lot of fun with this). ” “ ...if someone is saying our video (or your startup) sucks, we just delete their comment. We can’t let one user’s negativity taint everyone else’s opinions. ”
  • being viral without feeling dirty Tactics we already share with the competition... Thumbnail Optimization “ Two rules of thumb: the thumbnail should be clear (suggesting high video quality) and ideally it should have a face or at least a person in it. ” Title Optimization “ Titles can be changed a limitless number of times, so we sometimes have a catchy (and somewhat misleading) title for the first few days, then later switch to something more relevant to the brand. ” Myspace, Facebook, Friends “ Make sure everyone we know watches the video and try to get them to email it out to their friends, or at least share it on Facebook. ”
  • being viral without feeling dirty Well, without feeling TOO dirty...
    • Greenberg’s Comotion Group supposedly doesn’t practice all of the tactics outlined in his TechCrunch YouTube marketing tell-all:
    • Paying bloggers to embed videos in their posts “ we pay bloggers to embed clearly marked video ads in their sites, with no false endorsements of any kind. ”
    • Posting/Spamming videos on Myspace/Facebook “ on Facebook, yes, I often share our clients videos with friends, but only to share the cool videos we’ve made with people who care. ”
  • being viral without feeling dirty Well, without feeling TOO dirty... Greenberg emphasizes that his company’s core value is to produce content that is truly compelling and capable of being viral . “ In fact, most of our business consists of the creative content side of viral marketing campaigns: coming up with ideas for compelling campaigns, and shooting/editing videos. The core value we add to a viral campaign is that we come up with a concept that will truly go viral. ”
  • being viral without feeling dirty Well, without feeling TOO dirty... Their tactics are only necessary in a world where finding relevant viral content is next to impossible. Viral content is no longer unique, competing against mainstream media, but competing against itself. “ The Wild West days of Lonely Girl and Ask A Ninja are over. You simply can’t expect to post great videos on YouTube and have them go viral on their own, ” Announced on July 4, 2008 the LonelyGirl15 series finale will air on August 1, 2008.
  • being viral without feeling dirty Well, without feeling TOO dirty...
    • BixFix worked with Rassak Experience to create a viral campaign that is a mixture of good content and aggressive marketing tactics. They learned:
    • Don't go cheap. Going cheap can work, but it's less likely.
    • Be clever --- show your company's true personality.
    • Explore untraditional places to post your video. Invest in it like an advertisement
    • Don't forget to tell your salesforce about your efforts.
  • being viral without feeling dirty What role do we play?
    • Creators of viral content?
    • YouTube voyeurs looking for the next trend to capitalize on?
    • Viral content optimizers, pushing client content to the top?
    • Viral media trainers, educating our clients on how to take their own content online?
    • All of the above?