Welcome
 to the launch of
• CEO
• PhD in Multimedia,
  Germany
• 7 yrs Multimedia
  Science Leader, CSIRO
• W3C Invited Expert
  New Online Media
  ...
• CTO
• Expert highly available
  and scalable
  infrastructure
• Co-Founder and R&D
  Manager Bulletproof
  Networks
• Founded 2006
• Video in social
  networks
• Technology
• Know-How
Demo
Social video

   why
  we care
50 times more
      likely
     to rank
on the first page
           According to Forrester, Jan 2009
Top 10 Social Websites
                     Most visited social
1.    YouTube
                     websites Jan 2009
2.   ...
Australia in 2008
• 0.32% of world population
• 1.3% of online world population

• 2.6% of video uploads to YouTube
• Over...
According to Hitwise, Apr 2008
             Hitwise,
YouTube
channel
Video      Video Wall
 Channel
                  Carousel
Mosaic                Video
                      SEO
Contests P...
Promoted
Companion Videos
Banners
                     InVideo
InStream             Overlays
Ads      Advertising
 Partner...
Viral
Videos
widespread
popularity
Recent Viral Ad
Viral Video Ads
•   TVC
•   Short-form, funny
•   Competition
•   Dark viral video
•   Long-form, short-film-style
TVC
Top 5 TVC on YouTube
Funny short-form

             Launched on
             14th January
             +3 outtakes
Case study: Durex
 2.3M views top copy
 35 copies on YT
 copies on 20 other sites
According to Viral Video Chart, 16th Marc 2009
According to Google Insights, 16th March 2009
Competition
Case Study: Best Job in the World

35K applications
 > 200 countries
$1.7M global marketing strategy
 >$70M worth of publi...
156K views on ad
241K views on islands video
Dark viral
Case Study: Man in the Jacket

200K views
 1,071 comments
 6 video responses

120% increase in Witchery
 Website views in ...
“Coming Clean”


             Witchery
             follow-on

             • 43K views
             • 101 comments
Sins to avoid
1. Be dishonest - pretend you’re not
   advertising
2. Underestimate the intelligence of your
   audience
3....
Another dark viral
Launched on 7th Jan
exposed within
  a few days
150 blogs
Long-form ad
Case Study: Pantene Chrysalis
Launched in September 2008
Thai TVC “Shine”
Across 8 social video sites
A dozen copies on Yo...
In Summary

 every stage
      of
your campaign
Research

 consumer &
media insights
Strategic Plan

timing, impact &
      cost
Implementation

  seeding &
  video SEO
Promotion

optimising
 impact
Monitoring

statistics,
control &
 reports
Questions?


silvia.pfeiffer@vquence.com
Launch VQmetrics
Launch VQmetrics
Launch VQmetrics
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Launch VQmetrics

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Slides used in Vquence's VQmetrics launch 19th March 2009. Vquence provides technology and consultancy on social video, which is video published through social networks. In particular, the VQmetrics SaaS system helps customers keep track of their videos across multiple sites and aggregate/segment results appropriately.

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Launch VQmetrics

  1. 1. Welcome to the launch of
  2. 2. • CEO • PhD in Multimedia, Germany • 7 yrs Multimedia Science Leader, CSIRO • W3C Invited Expert New Online Media Standards • Mozilla Video Accessibility Expert
  3. 3. • CTO • Expert highly available and scalable infrastructure • Co-Founder and R&D Manager Bulletproof Networks
  4. 4. • Founded 2006 • Video in social networks • Technology • Know-How
  5. 5. Demo
  6. 6. Social video why we care
  7. 7. 50 times more likely to rank on the first page According to Forrester, Jan 2009
  8. 8. Top 10 Social Websites Most visited social 1. YouTube websites Jan 2009 2. MySpace 3. Facebook 4. Bebo 5. Black Planet 6. Tagged 7. Imeem 8. Hi5 9. Orkut 10. Digg According to Ranking.com
  9. 9. Australia in 2008 • 0.32% of world population • 1.3% of online world population • 2.6% of video uploads to YouTube • Over 3M unique monthly views
  10. 10. According to Hitwise, Apr 2008 Hitwise,
  11. 11. YouTube channel
  12. 12. Video Video Wall Channel Carousel Mosaic Video SEO Contests Publishing Sponsored Embeddable Videos Playlists
  13. 13. Promoted Companion Videos Banners InVideo InStream Overlays Ads Advertising Partner Homepage Program Ad
  14. 14. Viral Videos
  15. 15. widespread popularity
  16. 16. Recent Viral Ad
  17. 17. Viral Video Ads • TVC • Short-form, funny • Competition • Dark viral video • Long-form, short-film-style
  18. 18. TVC
  19. 19. Top 5 TVC on YouTube
  20. 20. Funny short-form Launched on 14th January +3 outtakes
  21. 21. Case study: Durex 2.3M views top copy 35 copies on YT copies on 20 other sites
  22. 22. According to Viral Video Chart, 16th Marc 2009
  23. 23. According to Google Insights, 16th March 2009
  24. 24. Competition
  25. 25. Case Study: Best Job in the World 35K applications > 200 countries $1.7M global marketing strategy >$70M worth of publicity
  26. 26. 156K views on ad 241K views on islands video
  27. 27. Dark viral
  28. 28. Case Study: Man in the Jacket 200K views 1,071 comments 6 video responses 120% increase in Witchery Website views in first week
  29. 29. “Coming Clean” Witchery follow-on • 43K views • 101 comments
  30. 30. Sins to avoid 1. Be dishonest - pretend you’re not advertising 2. Underestimate the intelligence of your audience 3. Tell consumers instead of engage 4. Do what everyone else is currently doing, e.g. video contest
  31. 31. Another dark viral Launched on 7th Jan exposed within a few days 150 blogs
  32. 32. Long-form ad
  33. 33. Case Study: Pantene Chrysalis Launched in September 2008 Thai TVC “Shine” Across 8 social video sites A dozen copies on YouTube Main has 405K views, 160K from others 178K on Metacafe 36K on Yahoo Video
  34. 34. In Summary every stage of your campaign
  35. 35. Research consumer & media insights
  36. 36. Strategic Plan timing, impact & cost
  37. 37. Implementation seeding & video SEO
  38. 38. Promotion optimising impact
  39. 39. Monitoring statistics, control & reports
  40. 40. Questions? silvia.pfeiffer@vquence.com

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