Your Brand and Viral Video Spunlogic Lunch & Learn September 25, 2007 Nalts, willvideoforfood [email_address]

Goals for Today Reaffirm potential of medium Dispel myths Show best & worst examples Discuss your challenges

Reaffirm potential of medium

Dispel myths

Show best & worst examples

Discuss your challenges

Introduction By day, I’m a career marketer MBA in high-tech marketing 5 years at Johnson & Johnson Currently Consumer Product Director in pharmaceuticals By night, an online video junkie More than 15 million views on ~500 video shorts 7 th most subscribed YouTube comedian News appearances, producing TV show on viral videos. Write blog and working book “Prophet of Online Video.”

By day, I’m a career marketer

MBA in high-tech marketing

5 years at Johnson & Johnson

Currently Consumer Product Director in pharmaceuticals

By night, an online video junkie

More than 15 million views on ~500 video shorts

7 th most subscribed YouTube comedian

News appearances, producing TV show on viral videos.

Write blog and working book “Prophet of Online Video.”

Few Process Notes No need for notes Will distribute deck (with links) Focus on “earned” not “paid” Please interrupt If I’m getting academic, please throw something

No need for notes

Will distribute deck (with links)

Focus on “earned” not “paid”

Please interrupt

If I’m getting academic, please throw something

Challenges Brands Face Is it appropriate for my brand? Will I lose control? Get slammed? How can I measure it? Will it scale? How will it impact sales?

Is it appropriate for my brand?

Will I lose control? Get slammed?

How can I measure it?

Will it scale?

How will it impact sales?

What is Viral Video? The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites. Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips. Source: Wikipedia 5 Basic Tenants: Short Edgy Funny Big Finish Topical

The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites.

Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips.

5 Basic Tenants:

Short

Edgy

Funny

Big Finish

Topical

State of Online Video While online video is not new, the channel has hit a rapid acceleration in the past 18 months Startups like YouTube are becoming more popular than many traditional media sites. Fifty-seven percent of online adults have used the internet to watch or download video, and 19% do so on a typical day. (The Pew Internet & American Life Project)

While online video is not new, the channel has hit a rapid acceleration in the past 18 months

Startups like YouTube are becoming more popular than many traditional media sites.

Fifty-seven percent of online adults have used the internet to watch or download video, and 19% do so on a typical day.

(The Pew Internet & American Life Project)

Online Video Users & Spending Still small part of media mix… But reach & spending on rapid rise Spending on sites like MySpace and Facebook will climb exponentially, rising from $900 million this year to $1.4 billion in 2008 Deborah Williamson, eMarketer senior analyst

Spending on sites like MySpace and Facebook will climb exponentially, rising from $900 million this year to $1.4 billion in 2008

Deborah Williamson, eMarketer senior analyst

SEM and Online Video

Landscape YouTube The Google of Online Video Social Networking Sites (MySpace, Facebook) Portals With Video Sites: AOL, Google, Yahoo, MSN 2 nd -Tier Video Sites: Metacafe, Revver, Break, Veoh, Brightcove

Redefining YouTube Vast majority view videos they receive from friends, or search for specific content. But YouTube, at its heart, is a community that is built on video Defined rules Factions Core audience “lives” in YouTube

Vast majority view videos they receive from friends, or search for specific content.

But YouTube, at its heart, is a community that is built on video

Defined rules

Factions

Core audience “lives” in YouTube

Convergence Eventually, television and online-video will converge Already happening (On Demand, AppleTV) My money is on Joost (founders of Skype) For now, it doesn’t matter It changes advertising mechanism But viral video tenants remain same “ Leaning Forward vs. Sitting Back”

Eventually, television and online-video will converge

Already happening (On Demand, AppleTV)

My money is on Joost (founders of Skype)

For now, it doesn’t matter

It changes advertising mechanism

But viral video tenants remain same

Getting Millions of Views Get lucky Create something incredibly viral Be topical Otherwise: Expect low views that build slowly Or “jump start” by leveraging creators with built audiences

Get lucky

Create something incredibly viral

Be topical

Otherwise:

Expect low views that build slowly

Or “jump start” by leveraging creators with built audiences

Ways to Play Market research New channel for existing content Create videos, post and pray Run contest Pay for video ads Partner with creators Participate in community events

Market research

New channel for existing content

Create videos, post and pray

Run contest

Pay for video ads

Partner with creators

Participate in community events

It Won’t Always Be Positive

Losing Control

7 Deadly Marketing Sins Make brown and white cow Pretend you’re not advertising Spend a fortune on production Tell consumers instead of engage Do a video contest because everyone else is Set unrealistic conversion metrics Give up and advertise

Make brown and white cow

Pretend you’re not advertising

Spend a fortune on production

Tell consumers instead of engage

Do a video contest because everyone else is

Set unrealistic conversion metrics

Give up and advertise

Prevailing Myths Online video is a new channel. Quality of the video is what determines its popularity. Online video marketing is about contests. "Tagging" my video with keywords will get them seen Paying for a well-produced video will increase my brand's ROI. After consumers watch my videos, they'll visit my site and buy. I can post my brand videos on my website to get them seen. We'll never really measure the impact of online video.

Online video is a new channel.

Quality of the video is what determines its popularity.

Online video marketing is about contests.

"Tagging" my video with keywords will get them seen

Paying for a well-produced video will increase my brand's ROI.

After consumers watch my videos, they'll visit my site and buy.

I can post my brand videos on my website to get them seen.

We'll never really measure the impact of online video.

Mentos Dramatic sales increase when “Diet Soda & Mentos” phenomenon started. EepyBird made $50K on Revver alone. Next phase: partnering with known creators to move past “Geyser.”

Dramatic sales increase when “Diet Soda & Mentos” phenomenon started.

EepyBird made $50K on Revver alone.

Next phase: partnering with known creators to move past “Geyser.”

Contests

Video Contests: Benefit & Risks Benefits Engages customers Free production Great PR Risks Lot of work Can be expensive Good and bad What if nobody participates?

Benefits

Engages customers

Free production

Great PR

Risks

Lot of work

Can be expensive

Good and bad

What if nobody participates?

Secret Contest Tips Not every brand is right for a contest. Lose the giant grand prize. Choose your partners wisely and avoid a disposable website. Promotion is where most contests fail. Fish where the fish are. Know that good contestants will evaluate a return on their time investment. Consider identifying some known video creators and asking them to “seed” entries and promote the contest. Be mindful of the fact that people will scan the first posted entries to make their determination about entering. Timing is everything.

Not every brand is right for a contest.

Lose the giant grand prize.

Choose your partners wisely and avoid a disposable website.

Promotion is where most contests fail.

Fish where the fish are.

Know that good contestants will evaluate a return on their time investment.

Consider identifying some known video creators and asking them to “seed” entries and promote the contest.

Be mindful of the fact that people will scan the first posted entries to make their determination about entering.

Timing is everything.

Partnering with “Weblebrities” Proven entertainment value Reduce risk of over promotion Strong affinity with audience View guarantee Cost efficient

Proven entertainment value

Reduce risk of over promotion

Strong affinity with audience

View guarantee

Cost efficient

Everything You Need to Know Align strategy and tactics Partner carefully Agencies Contest sites Creators Get internal “buy-in” on risks Measure comprehensively Leverage creators with audience

Align strategy and tactics

Partner carefully

Agencies

Contest sites

Creators

Get internal “buy-in” on risks

Measure comprehensively

Leverage creators with audience

What Now? Tuesday Morning… See What They’re Already Saying Search YouTube for brand name Subscribe to “tags” with your product name Consider Buzzmetrics or other web audit Get involved: Spend time on sites Familiarize yourself with top creators Stay on top of trends Willvideoforfood.com, TheDailyReel If video makes sense, get buy-in from your senior leadership. Risks, benefits Performance metrics

See What They’re Already Saying

Search YouTube for brand name

Subscribe to “tags” with your product name

Consider Buzzmetrics or other web audit

Get involved:

Spend time on sites

Familiarize yourself with top creators

Stay on top of trends

Willvideoforfood.com, TheDailyReel

If video makes sense, get buy-in from your senior leadership.

Risks, benefits

Performance metrics

Resources Spending increases http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id =1003645281 AOL/Yahoo Study http:// adage.com/digital/article?article_id =120616 Demographics and stats http:// www.emarketer.com/Article.aspx?id =1004105 eMarketer Online video report http://www.emarketer.com/Reports/All/Emarketer_2000457.aspx?src= report_head_info_sitesearch Wikipedia on Viral Video http:// en.wikipedia.org/wiki/Viral_video My blog (willvideoforfood.com): http:// nalts.wordpress.com / My videos: http://www.kevinnalts.com TheDailyReel http://www.thedailyreel.com XLNTADS http://www.xlntads.com

Spending increases

http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id =1003645281

AOL/Yahoo Study

http:// adage.com/digital/article?article_id =120616

Demographics and stats

http:// www.emarketer.com/Article.aspx?id =1004105

eMarketer Online video report

http://www.emarketer.com/Reports/All/Emarketer_2000457.aspx?src= report_head_info_sitesearch

Wikipedia on Viral Video

http:// en.wikipedia.org/wiki/Viral_video

My blog (willvideoforfood.com):

http:// nalts.wordpress.com /

My videos:

http://www.kevinnalts.com

TheDailyReel

http://www.thedailyreel.com

XLNTADS

http://www.xlntads.com

Video Examples Farting in Public http:// www.youtube.com/watch?v =O3ejlkzDCuc Tea Party http://www.youtube.com/watch?v=PTU2He2BIc0 Dove http://www.youtube.com/watch?v=iYhCn0jf46U What Revver Did http://www.youtube.com/watch?v=JkeBQgyM8uI Heinz http://youtube.com/watch?v=S8fbVQFLTI0 Mentos EepyBird http://one.revver.com/watch/27335 XLNTADs http://www.xlntads.com/creators/view.php?user=nalts Poor Man’s GPS http://www.youtube.com/watch?v=-GsHnxykLok

Farting in Public

http:// www.youtube.com/watch?v =O3ejlkzDCuc

Tea Party

http://www.youtube.com/watch?v=PTU2He2BIc0

Dove

http://www.youtube.com/watch?v=iYhCn0jf46U

What Revver Did

http://www.youtube.com/watch?v=JkeBQgyM8uI

Heinz

http://youtube.com/watch?v=S8fbVQFLTI0

Mentos EepyBird

http://one.revver.com/watch/27335

XLNTADs

http://www.xlntads.com/creators/view.php?user=nalts

Poor Man’s GPS

http://www.youtube.com/watch?v=-GsHnxykLok