Welcome
to the launch of

• CEO
• PhD in Multimedia,
Germany
• 7 yrs Multimedia
Science Leader, CSIRO
• W3C Invited Expert
New Online Media
Standards
• Mozilla Video
Accessibility Expert

• 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. MySpace
3. Facebook
4. Bebo
5. Black Planet
6. Tagged
7. Imeem
8. Hi5
9. Orkut
10. Digg
According to Ranking.com

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

According to Hitwise, Apr 2008
Hitwise,

YouTube
channel

Video Video Wall
Channel
Carousel
Mosaic Video
SEO
Contests Publishing
Sponsored Embeddable
Videos Playlists

Promoted
Companion Videos
Banners
InVideo
InStream Overlays
Ads Advertising
Partner Homepage
Program Ad

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 publicity

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 first week

“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. Tell consumers instead of engage
4. Do what everyone else is currently
doing, e.g. video contest

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 YouTube
Main has 405K views, 160K from others
178K on Metacafe
36K on Yahoo Video

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