Online Video Marketing

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

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.”

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

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?

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

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)

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

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

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”

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

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

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

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.

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.”

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?

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.

Partnering with “Weblebrities”
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

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

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

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

http://www.xlntads.com	38
http://www.insideonlinevideo.com	35
http://www.slideshare.net	30
http://hazmanaziz.com	2
http://www.imagelab.co.za	2
http://www.netvibes.com	1
http://www.lmodules.com	1
http://www.discovermarketingcreations.exploreelpasocounty.com	1

Online Video Marketing

by Kevin Nalty on Sep 24, 2007

Accessibility

Categories

Tags

Upload Details

Usage Rights

8 Embeds 110

Statistics

Online Video Marketing — Presentation Transcript