Online video marketing

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Online video marketing: strategy, trends, tips, measurement, statistics, insights, and more from YouTube "star" and career marketer, Kevin "Nalts" Nalty

Online video marketing: strategy, trends, tips, measurement, statistics, insights, and more from YouTube "star" and career marketer, Kevin "Nalts" Nalty

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  • 1. Online Video Marketing Kevin “Nalts” Nalty Marketer and YouTube Comedian “Creating a Synergy Between Viral Campaigns and Traditional Media”
  • 2. Tripolar GuyCareer Marketer YouTube “Star” Consultant/SpeakerMerck Product Director 185 million views Online-video marketerJohnson & Johnson 240K subscribers helping brands engage via 950 videos most visceral form of socialKPMG Consulting Seen >5 million times media.Qwest Interactive each month, one of Author of most-viewed YouTube “Beyond Viral” comedians
  • 3. Book Plug Going past “viral roulette” to create sustainable online-video strategy
  • 4. Video > “Awareness” • Going past “viral roulette” to create sustainable online-video strategy • Video can engage customers, compel them to action, and increase loyalty Daniel Sevitt, EyeView“Beyond Viral” Wiley, 2010
  • 5. We Love Our Brands!(and hug them, and squeeze them, and name them George)
  • 6. Can We Let Go? Crowd Source?Example: independent creators
  • 7. Cost Model Changing• Fragmentation of web requires more than million- dollar mass spot (with diversity variations).• Marketers need more custom content for emerging channels.• But we still love Creative Directors and need agencies.
  • 8. • What defines it?•• Working definition What we probably mean Viral [VIRAL]
  • 9. And Video? Why Bother?• Video = most visceral social-media• Consumption rising (boxes)• Faste$t growing in digital mix• YouTube= #2 search engine.• Scale & impact (low cost entry)• It works (ROI)
  • 10. Buyer’s Market• 10-40% increase in viewership of online video in past 12 months• Still, for every $100 spent on broadcast television, only $1.60 is spent on online video (eMarketer)
  • 11. Budget Increases
  • 12. Seven Brilliant Insights *Old Spice Evian Babies Kraft (Homeless Man w/ Golden Voice) Because 2 is Too Few (And We’d Never Remember 8 or More) * Insights may not be brilliant
  • 13. I.Viral Is Dead• Viral video and contests pleese god make i viral are not an online-video strategy !• Lotto has better odds• Let’s rules not exception My video strategy is to “get lucky!”
  • 14. 2. An Impression Isn’t an Impression (Unless It Makes One)• New medium requires new metrics• CPM = “clueless promotion measure”• Solution: Informed assumptions on value of engagement
  • 15. So How Do We Measure?• Immediate Response/Action (weight heavily) ‣ Cost per “real” view ‣ Cost-per-visitor to destination• Assume Residuals: ‣ Slow builds ‣ Indirect impact• Intent: Test/control and pre/post BUT Can it Scale?
  • 16. 3. Context > Interruption• Ads are only one way in.• Branded entertainment is harder to ignore (and working). !
  • 17. Fox Case Study• Doubled campaign goal, with 10 plus million views to date• “Stars” posted 26 “Lie to Me” and 8 “Fringe” videos.• More than 100,000 comments• Both shows renewed. Fringe one of network’s best debuts ever.
  • 18. 4. Is Content Really King?• Produce content based first on distribution plan.• Keep costs down.• Brands as content creators (• Partner with proven creators.
  • 19. Fishing Where Fish Are step one: get them to our sites!Views! step two: get our video content on YouTube!! Websites!
  • 20. (They Don’t Like to Leave)
  • 21. ... and now a topical one• Many businesses also hope that a consumer’s fondness for a famous endorser with extent to their goods.• “Think beyond the A-list” The gratuitous “today’s USA Today” reference
  • 22. Every New Medium Creates New Stars(some may last more than 15 minutes)
  • 23. 5. Meet the New Stars• Most-viewed and most-subscribed are individuals• They’ll promote to their audience• “Butts in seats” & implied endorsement
  • 24. 6. Secret Sauce• Music, dancing• Sexy, weird, funny, candid• Thumbnails are queen & Short titles• :30 to :90 seconds• Grab them in first 10 seconds• Twist
  • 25. Lead With Entertainment
  • 26. 7. Seed, seed, seed• Real work starts after posting• Get it everywhere (• Add media (per qualified view)• Target audience via social• “Your audience may like this...”
  • 27. Sum It Up,YouTube Boy• TV vs shiny objects: balance• Think like P&G pre-soap operas• Fast-follower approach is best• Integrated approach best, but difficult to find in one agency• Stay with essence brand, but remain flexible based on channel requirements
  • 28.