Being Viral


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Being Viral

  1. 1. being viral <ul><li>without feeling dirty </li></ul>
  2. 2. being viral <ul><li>needle in a haystack </li></ul>
  3. 3. being viral without feeling dirty Well, without feeling TOO dirty... <ul><li>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: </li></ul><ul><li>500% growth in 2007 </li></ul><ul><li>6 million visits to website in 5 days </li></ul>
  4. 4. being viral needle in a haystack Marketer’s Guide to YouTube <ul><li>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 </li></ul>
  5. 5. being viral needle in a haystack Marketer’s Guide to YouTube <ul><li>Dan Greenberg , co-founder of viral video marketing company The Comotion Group. </li></ul><ul><li>“ Our rule of thumb is that if we don’t get a video 100,000 views, we don’t charge. ” </li></ul><ul><li>Posts a how-to on making videos go viral. His tactics and advice include: </li></ul><ul><li>Content is NOT King </li></ul><ul><li>Getting onto the “Most Viewed” page </li></ul><ul><li>Title Optimization </li></ul><ul><li>Thumbnail Optimization </li></ul><ul><li>Commenting </li></ul><ul><li>Releasing all videos simultaneously </li></ul><ul><li>Strategic Tagging: Leading viewers down the rabbit hole </li></ul>
  6. 6. being viral <ul><li>without feeling dirty </li></ul>
  7. 7. 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. ”
  8. 8. 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. ”
  9. 9. being viral without feeling dirty Well, without feeling TOO dirty... <ul><li>Greenberg’s Comotion Group supposedly doesn’t practice all of the tactics outlined in his TechCrunch YouTube marketing tell-all: </li></ul><ul><li>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. ” </li></ul><ul><li>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. ” </li></ul>
  10. 10. 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. ”
  11. 11. 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.
  12. 12. being viral without feeling dirty Well, without feeling TOO dirty... <ul><li>BixFix worked with Rassak Experience to create a viral campaign that is a mixture of good content and aggressive marketing tactics. They learned: </li></ul><ul><li>Don't go cheap. Going cheap can work, but it's less likely. </li></ul><ul><li>Be clever --- show your company's true personality. </li></ul><ul><li>Explore untraditional places to post your video. Invest in it like an advertisement </li></ul><ul><li>Don't forget to tell your salesforce about your efforts. </li></ul>
  13. 13. being viral without feeling dirty What role do we play? <ul><li>Creators of viral content? </li></ul><ul><li>YouTube voyeurs looking for the next trend to capitalize on? </li></ul><ul><li>Viral content optimizers, pushing client content to the top? </li></ul><ul><li>Viral media trainers, educating our clients on how to take their own content online? </li></ul><ul><li>All of the above? </li></ul>
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