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

Who is 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?

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

What a viral video is not?

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

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

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

Myth

Myth
Viral just happens.

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

Myth
Click here to play video

Where we started.

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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

The Audience
What interests our audience?

The Audience
What interests our audience?
Everything.

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

The Audience
• Interacts with content online, on their terms.

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

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

Good Creative Is Social
Music Videos

Good Creative Is Social
Music Videos
Cause-related videos

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

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
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