Pixability Presentation FutureM 2013 Mythbusting: Engineering a Viral Video

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Presentation at FutureM Boston 2013. …

Presentation at FutureM Boston 2013.
Spoiler: We don't recommend trying to do viral. It's not good for your brand, your marketing dollars, and your career.

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  • 1. Mythbusting: Engineering a Viral Video FutureM 2013 October 18, 2013 #futureM #viralvid
  • 2. What is a viral video? ! Wikipedia: "A viral video is a video that becomes popular through the process of Internet sharing, typically through video sharing websites, social media and email.” Why should marketers care?! ! ! FREE Awareness?! FREE Views?! ! 2
  • 3. The Whole Hog of A Viral Video! Brain! Ribs! Tail! Heart! Underbelly! 3
  • 4. Agenda! The whole hog of a viral video •  Heart: creating good content •  Ribs: social outreach and sharing •  Underbelly: robots and incentivized views •  Brain: engineering it with data •  Right Feed: paid YouTube ads •  Tail: luck 4
  • 5. Brilliant commercial that went viral?! 84% of views from paid views 5
  • 6. Brilliant commercial that went viral?! 59% of views from advertising 6
  • 7. The Heart: Good Content! Brain! Heart! Ribs! Tail! Underbelly! 7
  • 8. Sometimes things just come together! 3,243,299 times shared on Facebook 8
  • 9. Good content is often a steady view earner! •  Know your targets intimately •  Example: Build Direct from Canada 9
  • 10. Steady view earners deliver better ROI! •  Know your targets intimately •  Example: Build Direct from Canada 10
  • 11. The Ribs: Social Outreach and Sharing! Brain! Ribs! Tail! Heart! Underbelly! 11
  • 12. Real virality is often smaller! 541,296 times shared on Facebook 12
  • 13. The ribs: social outreach and sharing! Relevance Passionate Enthusiasts Subscribers Participation Crosspollination Connecting to your real target audience 4  4  4  4  4  Make relevant content Lobby tastemakers and find passionate enthusiasts Build subscribership Encourage participation Use cross-pollination of email, FB, Twitter, Pinterest, G+ 13
  • 14. Seeding promises! “Get your video seen by the right people.” “We generate millions of monthly opt-in views on social networks, mobile devices and YouTube.” “We use proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers.” 14
  • 15. Caveat emptor: Seeding can be seedy! A supposedly “organic” blog post generated by a seeding campaign.! ! ! ! “…XYZ — the viral video house behind this clip. XYZ knows. Shop at XYZ.”! 15
  • 16. What are you getting when you seed?! Click-through rates for a seeded campaign: Views: 284,894 Click-throughs: 17 CTR: 0.006%! Compare to average YouTube ad CTR: 3.5%! 16
  • 17. The Underbelly: Bots and ‘Incentivized’! Brain! Ribs! Tail! Heart! Underbelly! 17
  • 18. Buying robot views: 1M views for $800! 18
  • 19. Why this is a bad idea: Google will catch you! 19
  • 20. Slightly better cuts: incentivized views! 20
  • 21. The Brain: How to Engineer It! Brain! Ribs! Tail! Heart! Underbelly! 21
  • 22. How many people are watching? What?! 22
  • 23. What is your target audience watching?! 23
  • 24. Understand the audience and competition! Look at metrics on: •  Audience size •  Most popular content types and sub topics •  Social media reactions •  Viewer sentiment •  Traffic Sources     24
  • 25. Metadata: what matters and why! •  •  •  •  •  Titles Tags Descriptions Target links Annotations 25
  • 26. Track YouTube search and social rankings! 26
  • 27. The Right Feed: Paid Ads! Brain! Ribs! Tail! Heart! Underbelly! Feed! 27
  • 28. Paid, owned and earned media work together! Promoted   Video   Ad   YouTube  Ads   YouTube  Channel   Social  Sharing   Much  more  cost-­‐ effec8ve  than  TV  and   online  display  ads   A  video  channel     that  you  own  and     control  fully Build  a  community   around  your  video   content     Website   Driving  conversions   through  highly  qualified   website  traffic   28
  • 29. YouTube ad placements: Choose carefully! Best practices:! 1.  Use varying formats (search, in-display, pre-roll)! 2.  No need to stick to 30second spots! 3.  Use time of day according to target! 4.  Geographic focus if necessary! 5.  Don’t always optimize for direct website clicks ! 29
  • 30. The Tail! Brain! Ribs! Tail! Heart! Underbelly! 30
  • 31. LUCK! 31
  • 32. Serendipity can happen! 32
  • 33. Engineering results: It all works together! Organic YouTube Traffic Pre-campaign Campaign Channel subscriber growth Pre-campaign Campaign 33
  • 34. Summary! •  Heart: Know your audience before you create •  Ribs: Share the passion and seed carefully •  Underbelly: Don’t do it •  Brain: Track and clone yourself to success •  Right Feed: YouTube ads done right are worth it •  Tail: Be ready when luck happens 34
  • 35. Get this presentation?! Go to pixability.com/futureM2013! •  Bettina Hein, Founder and CEO 4  Email: hein@pixability.com 4  Phone: (617) 710 5772 4  @bettinahein •  Rob Ciampa, EVP Marketing 4  Email: rob@pixability.com 4  Phone: (617) 774-9600 4  @robciampa 35
  • 36. YouTube Advertising: How It Works! 1. Select:
 Choose one or several of your YouTube videos as ads. 2. Place: 
 Put ads where your target audience already is. 3. Call to Action: 
 Users can click through to your website for more information. §  Value for money: Charged per engaged video view, not per click or impression! §  Extremely flexible: Various cost per view (CPV) ranges available depending on format and targeting! 36
  • 37. Does it have to be Gangnam Style?! 37
  • 38. When should you buy incentivized views?! •  Never to inflate views •  Awareness only – do not expect any action •  When there is a good match of demographic •  Example: promotion of video game launch on gaming site 38
  • 39. Factors that matter: YT’s changing algorithms! •  Viewing time •  Total viewing session initiated •  Channel layout 39
  • 40. YouTube TrueView Ad Formats! Skippable* Pre-Roll (in-stream) Keyword Search (in-search) Display ads (in-display) * Skippable after 5 seconds •  Value for money: Charged per engaged video view, not per click or impression •  Extremely flexible: Very different cost per view (CPV) ranges available depending on format and targeting 40
  • 41. Placement Analysis! •  Discover detailed data on relevant channels 4  4  4  4  audience size social engagement traffic sources search rankings Example: 4x4/Off-Road Cars 41
  • 42. It’s magic…?! 42
  • 43. It’s magic…?! 43