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  • Underscores the importance of MANAGED VIRAL -----the motivating, incentivizing and activating the audience to stimulate viralityvis-a-vi individuals and groups social networks that foster viral propagation. ----- GREAT FOR PROSPECTS and POTENTIAL INVESTORS.
  • The Three Elements Required for Successful Viral Video Campaigns Ensure that your Viral Video has great creative. If you are unsure about a videos quality, test it, internally and/or externally. Standard A/B testing will work fine. Ensure that your Video is on trend. Videos that are timely, that speak to current cultural themes, trends and items in the news will help to increase viral rate and speed. Larger cultural themes work best, if your scope is too narrow, you run the risk of being irrelevant too quickly (e.g. Swine Flu vs. DVR’s for example). Solicit support from your most loyal customers. Target high affinity customers and advocates to be involved in the campaign. You will learn many things from using your own customers, including the value and size of their social networks as well as their ability to promote effectively. Ensure you have the proper feedback loops in place for learning.  
  • The Three Elements Required for Successful Viral Video Campaigns Ensure that your Viral Video has great creative. If you are unsure about a videos quality, test it, internally and/or externally. Standard A/B testing will work fine. Ensure that your Video is on trend. Videos that are timely, that speak to current cultural themes, trends and items in the news will help to increase viral rate and speed. Larger cultural themes work best, if your scope is too narrow, you run the risk of being irrelevant too quickly (e.g. Swine Flu vs. DVR’s for example). Solicit support from your most loyal customers. Target high affinity customers and advocates to be involved in the campaign. You will learn many things from using your own customers, including the value and size of their social networks as well as their ability to promote effectively. Ensure you have the proper feedback loops in place for learning.  

Transcript

  • 1. Managed Viral Video Campaigns:Creating Winning StrategiesMark Romeo
  • 2. background
    The Importance of Managed Viral
    • What does Viral mean ????
    • 3. Seek to ensure the results you desire
    • 4. Understand the new media landscape for your business
    • 5. Be Relevant to the groups and social networks that can stimulate viral propagation
    • 6. Viral is not an Organic phenomenon
    2
  • 7. viral video is not organic
    50% of Videos get Less than 500 views.
    3
  • 8. small digestible bytes work best
    Source: TubeMogul
    4
  • 9. the first viral video appeared in
    5
    1989

  • 10. mystery science theatre
    Loyal Following and on new cable channel with no distribution, less than 5 million Households have Comedy Central in 1988
    Writers create dialog for characters to ask viewers to copy videos and give them to their friends
    Producers eventually program into closing credits “Keep Making Tapes”
    Strategy Works, estimated that almost 1/3 of audience makes tapes and pass them along to friends
    Ratings grow, HH penetration doubles within 12 months
    6
  • 11. key learning from mst
    Creators and producers knew they had a loyal audience
    Is there anyone more loyal than Sci-Fi and Horror Fans?
    Key learning: find your most loyal customers and tell them what you want them to do.
    Your Advocates, your fans, your loyalists, your high affinity customers.
    Strategy: “Activate the Audience.”
    7
  • 12. south park case study – ‘95
    Creators make a xmas card and circulate to friends and family online
    Makes its way to George Clooney, sends to agent eventually gets to MTV.
    Results in Comedy Central picking up show
    Most successful prime time basic cable
    show of all time.
    Increases HH penetration for network
    from 12 million to over 50 million within
    12 months
    8
  • 13. key learning from south park
    Television producers were looking for satire as social commentary for programming, they believed that was their niche.
    South Park defines satire as social commentary.
    The network used South Park to expand their programming and audience appeal – Daily Show, Colbert Report, etc…
    Viral video must be ahead of trend.
    9
  • 14. WASSUP is so true
    Wassup Video first appears in 1998 online
    Distributed virally online to over 4 million people
    Brought to attention of August Busch who signs creator to produce “Budweiser True”
    Becomes the most recognizable advertising campaign in company’s history
    Runs for six years from 2000-2006
    2008 Producers take back campaign and evolve it to a political video for Obama.
    Viral video must have great Creative.
    10
  • 15. 11
    the effect
  • 16. top 10 viral vids of all time
    12
    Title Type Views
    Music Video
    Movie Campaign
    Music Video
    Music Video
    TV Show
    User Generated
    Music Video
    Music Video
    Movie Campaign
    Music Video
    360,000,000
    274,600,000
    244,600,000
    237,400,000
    221,100,000
    199,900,000
    188,300,000
    176,600,000
    175,500,000
    174,100,000
    Soulja Boy: Crank That
    Twilight
    Beyonce: Single Ladies
    Mariah Carey: Touch My Body
    Susan Boule (Britain’s Got Talent)
    Jeff Dunham: Achmed the Dead Terrorist
    Leona Lewis: Bleeding Love
    Chris Brown: With You
    The Dark Knight
    Avril Lavigne: Girlfriend
  • 17. what is ?
    Adzoomi is the first managed viral video platform that connects advertisers, creators, promoters & publishers within Social Media and beyond.
    13
  • 18. the power of context &affinity
    • Traditional marketing uses mass media to reach the many, in search of the few that will purchase.
    • 19. Beneath the surface, the audience is a social network.
    • 20. In social networks, the influence of a few affects the many.
    • 21. Persuade the right few and you’ll persuade the many.
    • 22. Now the consumer is the “message and the messenger”.
    Yesterday: Target 100 to Reach 1
    Today: Target 1 to Reach 100
    14
  • 23. multifunctional flexible platform
    Flexible Video Player
    Viral Distribution
    Content
    Advertiser
    UGC
    Non Profits
    Video Reviews
    BRANDED
    CONTENT
    (Videos, Trailers & New Releases)
    Push & Pull
    Push
    the
    Activate
    Compensate
    Customizable
    Transactional
    Approvals
    Compensation
    Analytics
    platform
    Bebo, Friendster, Hi5 & Others
    15
  • 24. custom video player
    Advertisers program their Player in real time with 2 Call to Action Buttons that state the campaign objectives.
    Customizable Pre-Roll and Post-Roll
    Advertiser Controlled
    Your Campaign & Company Name
    Call to Action Button 2:
    Can be designated per each individual or product within a campaign.
    Call to Action Button 1
    16
  • 25. flexible transactional player
    non-profit
    Program unique links
    to individual donation
    pages
    brands
    Incent fans for
    sharing experiences
    e-commerce
    Recommend &
    Reward
    17
    • Find, Serve & Delight Customers everywhere
    • 26. Shareable, Linkable Widget
    • 27. FREE CPM/Gross Impressions
    • 28. Incent Existing Behaviors
  • live demos
    18
    Aids Walk NY
    Movie Fone
    Barack Obama
    Amazon
    Miley Cyrus – “7 Things” Music Video
  • 29. summary
    Viral is not organic.
    “Activate the Audience”
    Make sure your viral videos are on “Trend”
    Great Creative is essential
    Enable & foster viral propagation thru the ability to interact & transact
    Remember Less is More & Keep it Short
    And…
    19
  • 30. Thank you!
    For more information please contact:
    Mark Romeo
    adzoomi
    markromeo@mac.com
    631-907-6008