The Secrets of Yahoo! Canada Summit Series July 9, 2009 by Kevin Nalts, willvideoforfood.com kevinnalts.com Viral Video

Who Am I? By day, career marketer Currently Consumer Product Director 5 years at Johnson & Johnson MBA in high-tech marketing, and experience at interactive agencies (Qwest) and KPMG Consulting By night, online video More than 680 short online videos Viewed more than 35 million times Authored “How to Get Popular on YouTube Without Any Talent” Media, speaking engagements, industry blogger Consultant for such clients as Holiday Inn, Mentos, Cox Communication, GPSManiac, Crowne Plaza One of the most watched and highest rated YouTube channels with nearly 30 million views Click to see nalts on yahoo video

By day, career marketer

Currently Consumer Product Director

5 years at Johnson & Johnson

MBA in high-tech marketing, and experience at interactive agencies (Qwest) and KPMG Consulting

By night, online video

More than 680 short online videos

Viewed more than 35 million times

Authored “How to Get Popular on YouTube Without Any Talent”

Media, speaking engagements, industry blogger

Consultant for such clients as Holiday Inn, Mentos, Cox Communication, GPSManiac, Crowne Plaza

History of Viral Videos

A Word from the “Viral Video Genius”

What is Viral Video? Viral refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to market or sell -- analogous to the spread of pathological and computer viruses Adapted from Wikipedia “ Wikipedia is the best thing ever. Anyone in the world, can write anything they want about any subject. So you know you are getting the best possible information.” -- Michael Scott, The Office.

Viral refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to market or sell -- analogous to the spread of pathological and computer viruses

Online-Video Vital Signs Video still ranks low on our marketing spend Well behind e-mail, display, and paid search Audience is growing: 71 percent of U.S. Internet audience watch online video. 18-34 year olds were the heaviest viewing segment They have short attention span: The average online video viewer watches just 7 minutes a day and duration was 2.8 minutes. Still most visceral form of online media Top Sites: YouTube, Fox, Yahoo!, Microsoft, Network Sites Source: April 2008, ComScore

Video still ranks low on our marketing spend

Well behind e-mail, display, and paid search

Audience is growing:

71 percent of U.S. Internet audience watch online video.

18-34 year olds were the heaviest viewing segment

They have short attention span:

The average online video viewer watches just 7 minutes a day and duration was 2.8 minutes.

Still most visceral form of online media

Top Sites: YouTube, Fox, Yahoo!, Microsoft, Network Sites

Source: April 2008, ComScore

Challenges Brands Face Is it appropriate for my brand? How do I reach the right (not biggest) audience? Will I lose control? Get slammed? How can I measure it? Can it scale?

Is it appropriate for my brand?

How do I reach the right (not biggest) audience?

Will I lose control? Get slammed?

How can I measure it?

Can it scale?

What’s Hot in Video? News Humor Movie Trailers Music Videos TV Show Clips User Generated Full TV Shows (source: eMarketer 2008)

News

Humor

Movie Trailers

Music Videos

TV Show Clips

User Generated

Full TV Shows

Secret Sauce of Online Videos Title & thumbnail Short, short, short Timely Not overly produced Engaging Intro Funny, sexy, quirky, shocking Surprise ending

Title & thumbnail

Short, short, short

Timely

Not overly produced

Engaging Intro

Funny, sexy, quirky, shocking

Surprise ending

Evolution of Viral Video Marketing Quirky & Big Budgets The Subservient Chicken : Burger King's TenderCrisp featured a viral marketing website, television and print campaigns and a pay-per-view program. Dumb Luck Bride Has Massive Wig Out : shot in one take to promote Unilever's Sunsilk brand of hair care products. Ads as Sustained Entertainment Will it Blend : viral marketing campaign consisting of a series of infomercials demonstrating the Blendtec. Comprehensive Campaigns Rampenfest : BMW Campaign featuring “Spinal Tap” like film of small-town Germans literally launching car to America. Next Up: Top Creators & Product Placement

Quirky & Big Budgets

The Subservient Chicken : Burger King's TenderCrisp featured a viral marketing website, television and print campaigns and a pay-per-view program.

Dumb Luck

Bride Has Massive Wig Out : shot in one take to promote Unilever's Sunsilk brand of hair care products.

Ads as Sustained Entertainment

Will it Blend : viral marketing campaign consisting of a series of infomercials demonstrating the Blendtec.

Comprehensive Campaigns

Rampenfest : BMW Campaign featuring “Spinal Tap” like film of small-town Germans literally launching car to America.

Next Up: Top Creators & Product Placement

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

Quality of the video is what determines its popularity

Online video marketing is about contests

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

After consumers watch my videos, they'll visit my site

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

We'll never really measure the impact of online video

Lessons Someone Else Learned the Hard Way for Us Becoming increasingly difficult for brand to create viral sensations Keep costs down by leveraging amateurs Pick creators with audiences As with all social media, “letting go” and transparency aren’t optional Get it across in the first 30 seconds Seeding is important Mix can be earned and paid

Becoming increasingly difficult for brand to create viral sensations

Keep costs down by leveraging amateurs

Pick creators with audiences

As with all social media, “letting go” and transparency aren’t optional

Get it across in the first 30 seconds

Seeding is important

Mix can be earned and paid

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

Case Study: Mentos Brand Situation Gained visibility through viral videos involving Mentos and Diet Coke Coke initially distanced itself from programs; embraced it with EepyBird. Mentos began working directly with creators to go beyond geysers . Unknown YouTuber who ranks high on searches for Mentos.

Brand Situation

Gained visibility through viral videos involving Mentos and Diet Coke

Coke initially distanced itself from programs; embraced it with EepyBird.

Mentos began working directly with creators to go beyond geysers .

Mentos Short Comedy Videos Brand hired creators for a series of short comedy videos Hands off of creative, and provided fixed payment Videos viewed in excess of 250,000 times on Nalts channels Brand team also placed videos as advertisements on Google Video and Break.com

Brand hired creators for a series of short comedy videos

Hands off of creative, and provided fixed payment

Videos viewed in excess of 250,000 times on Nalts channels

Brand team also placed videos as advertisements on Google Video and Break.com

What Do Videos Cost? Most video creators range from $2,000-$10,000 Agencies may charge $200-$500,000 Viral campaign’s mean cost is $10,000 (marketingsherpa.com)

Most video creators range from $2,000-$10,000

Agencies may charge $200-$500,000

Viral campaign’s mean cost is $10,000 (marketingsherpa.com)

Power of Video and SEO Video is well indexed by Google and Yahoo, and represents a short-cut to search results Largely under optimized by brands This alone justifies making positive videos

Video is well indexed by Google and Yahoo, and represents a short-cut to search results

Largely under optimized by brands

This alone justifies making positive videos

Measurement A view isn’t a view Move from views to performance Focus on quality not quantity of views Awareness and attributes

A view isn’t a view

Move from views to performance

Focus on quality not quantity of views

Awareness and attributes

Viral Trends to Watch Creator Bar is Rising Audience Deceptively ‘Niching’ The New Studios From One-Hit Wonder to Sustainability Promotion and Content Blur (and why that’s good) Distribution as important as content

Creator Bar is Rising

Audience Deceptively ‘Niching’

The New Studios

From One-Hit Wonder to Sustainability

Promotion and Content Blur (and why that’s good)

Distribution as important as content

Biggest Barrier Your Brand Faces? Noise to compete with? Doing something inappropriate? Wasting money? Negative PR? Being late? Too early? Backlash? Competitors? Can your company can’t get out of its own way? (marketing vs PR vs legal vs promotions vs technology)

Noise to compete with?

Doing something inappropriate?

Wasting money?

Negative PR?

Being late? Too early?

Backlash?

Competitors?

What Now? For more information www.willvideoforfood.com “ The Profit of Online Video” (8.8.8. by me, kevinnalts ) Viral Video Fever (Charles Trippy) Most viewed online videos (on YouTube) 15 Minutes of Fame (book) Homework: Watch some videos Surf videos in your category as target or prospect might Create tag alert for your brand name (or client’s) Make some videos and try to get popular (see my free eBook on that) Do a campaign- ask forgiveness later

For more information

www.willvideoforfood.com

“ The Profit of Online Video” (8.8.8. by me, kevinnalts )

Viral Video Fever (Charles Trippy)

Most viewed online videos (on YouTube)

15 Minutes of Fame (book)

Homework:

Watch some videos

Surf videos in your category as target or prospect might

Create tag alert for your brand name (or client’s)

Make some videos and try to get popular (see my free eBook on that)

Do a campaign- ask forgiveness later