Secrets Of Viral Video Marketing (final)

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

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.

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

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?

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

Secret Sauce of Online Videos
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

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

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

Partnering with “Weblebrities”
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.

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

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)

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

Measurement
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

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)

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

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Secrets Of Viral Video Marketing (final)

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