Presentation given by Josh Warner, president of video seeding company Feed Company at WOMMA Conference in Las Vegas About Feed Company Feed Company is the video seeding company social brands rely on to get video exposed to users on top blogs, video sites, mobile platforms, and social networks. Our ability to guarantee millions of user-initiated views and social engagements make us the first choice for Fortune 500 companies and their ad and media agencies.

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

2. Who is Feed Company?

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

4. What a viral video is?

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

6. What a viral video is not?

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

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

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

10. Myth

11. Myth
Viral just happens.

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

13. Myth
Click here to play video

14. Where we started.

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Where we started.

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

21. The Journey
Click here to play video

22. WHAT NOW?

23. THE AUDIENCE

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

25. The Audience

26. The Audience
What interests our audience?

27. The Audience
What interests our audience?
Everything.

28. 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.

29. The Audience

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

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

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

33. THE CONTENT

34. 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

35. 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.

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

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

38. 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.

39. Good Creative Is Social

40. Good Creative Is Social
Music Videos

41. Good Creative Is Social
Music Videos
Cause-related videos

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

43. THE STRATEGY

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

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

46. 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

47. 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.

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

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

50. The Strategy
Transparency In Messaging.

51. The Strategy
Transparency In Tags.

52. 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

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

54. THE RESULT

55. Beyond the View

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

57. Beyond the View
Mainstream Media Outlet Placements

58. Beyond the View
Mainstream Media Outlet Placements

59. Beyond the View
Video Site Feature Placements

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

61. Beyond the View
Social Bookmarking - Digg

62. Beyond the View
Forum Thread Discussion

63. 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.

64. Beyond the View
Facebook Group Admin Messaging Examples

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

66. Beyond the View
Google Search Results

67. Beyond the View
YouTube Search Results

68. Viral video is a fad.

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

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

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

72. This is changing advertising.

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