Give Me A Viral Video Womma Presentation - Short Version

GIVE ME A VIRAL VIDEO WOMMA Presentation November 13, 2008 Josh Warner - President, Feed Company

Who is Feed Company? Feed Company is a leader for seeding videos on the Web for major brand advertisers in the U.S.

What a viral video is? It's a chance to engage your audience online...

What a viral video is not? It's not pre-roll. It's not spam... It's not a commercial.

Myth Viral just happens. Not for brands, it doesn’t.

Myth Click here to play video

Su ns cr ee n sp ee ch (1 9 97 ) Bl ai rW itc h Pr oj ec t( 19 99 ) N ap st er (1 99 9) M ys p ac e Where we started. (2 00 3) Yo u Tu b e (2 00 5)

The Journey Evolution of Dance LonelyGirl15 Here It Goes Again Yes We Can Guys Backﬂip Into Jeans

The Journey Click here to play video

WHAT NOW?

THE AUDIENCE

The Audience “The only true currency in this world is what you share with someone else.” Lester Bangs, Music Critic

The Audience What interests our audience? Everything. They are students, teens, DJs, ofﬁce workers, and parents. They are stylish, intelligent, and will embrace anything that inspires and appeals to them.

The Audience • Interacts with content online, on their terms. • Discovers, shares, and promotes what they like. • Is highly social and discriminating.

THE CONTENT

The Content Click here to play video Messing with Driving Instructors Parrot Don't make an ad - entertain your audience, brand and product recognition are secondary

The Content Click here to play video Guy Catches Glasses With Face Ray Ban It’s about a great concept, not always highly- produced, “professional” content.

The Content Click here to play video Ball Girl Gatorade Keep it short. Get to the point.

The Content Diesel SFW XXX Diesel Pick intriguing titles, thumbnails, and tags.

The Content Click here to play video White Gold - One Gallon Axe Music Video Premiere Got Milk? Be transparent. Don’t pretend to be something you’re not, your audience is too smart for that.

Good Creative Is Social Music Videos Cause-related videos Pre-release of traditional ads

THE STRATEGY

The Strategy Planning. Give yourself enough time to research and strategize your campaign roll-out.

The Strategy Audience Mapping and Targeting. Use multiple messages for different audiences to drive reach and engagement.

The Strategy Marketing Blitz. Hit blogs, forums, and site features all at once to drive exponential views. White Gold #4 most viewed of the day

The Strategy Cross-promotion. Embed video in micro-site, social networks, press-releases, email lists. Bring your audience to your video so they promote for you.

The Strategy Subtle brand connection. Make your brand link in video subtly and elsewhere.

The Strategy Strategize and time your reveal. It can be different for different campaigns and even outlets.

The Strategy Transparency In Messaging.

The Strategy Transparency In Tags.

The Strategy Episodic and niche content require a slow build with hyper audience targeting and outreach Campaign: Deloitte - Kid Fakes Job Interview Target: 1st Year MBA Students at Top B Schools Strategy: Seed link to MBA student & MBA alumni blogs, school-hosted blogs & publications, student club & organization ofﬁcers, MBA information hubs & sites. Message MBA student group admins and users on Facebook

The Strategy Manage your client expectations. Avoid the word viral. Use it to describe your success after it happens. X

THE RESULT

Beyond the View The view is the deﬁning metric for video seeding. But other metrics are essential in establishing reach and engagement.

Beyond the View Mainstream Media Outlet Placements

Beyond the View Video Site Feature Placements

Beyond the View Twitter Famed Silicon Valley venture capitalist Guy Kawasaki tweeted the video to his 18,831 followers

Beyond the View Social Bookmarking - Digg

Beyond the View Forum Thread Discussion

Beyond the View Feature Placement - National Cable Current featured “Kid fakes job interview” as one of the top ﬁve viral videos of the day for September 5, 2008.

Beyond the View Facebook Group Admin Messaging Examples

Beyond the View Facebook Group Admin Messaging Email blast sent out to 700 members of MBA Facebook group

Beyond the View Google Search Results

Beyond the View YouTube Search Results

Viral video is a fad.

Creating engagement and brand passion on the Web through video is just beginning.

The platforms for brand reach have changed. Traditionally brands relied on pre-built media audiences (TV, radio etc.)

Now brands must create audiences on social platforms and compete with entertainment content.

This is changing advertising.

Contact: Josh Warner Feed Company josh@feedcompany.com 323-469-3052

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Give Me A Viral Video Womma Presentation - Short Version

by Josh Warner on Nov 18, 2008

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