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Online Video Viral To Branding Final

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Online Video Viral To Branding Final Online Video Viral To Branding Final Presentation Transcript

  • Online Video: From Viral Campaigns to Branding Strategy
    • Peter Contardo/Shaun Pope
    • Endavo Media and Communications, Inc.
    • 1-877-843-7242 x-83
    • www.EndavoMedia.com
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Video: Market Outlook
    • Next year more than 50% of the US population will watch video online. (Recent eMarketer Research)
    • U.S. Internet users viewed more than 12 billion online videos during May 2008, representing an increase of 45 percent versus last year (thecomScore’s research)
    • 80% of companies are planning to dramatically increase their budgets for internet related marketing, with many reporting up to a 33.8% increase in their online marketing budgets ( BtoB’s 2008 Marketing Priorities & Plans Survey )
    • The Kelsey Group says, online video market will grow to between US$4 billion and US$7 billion by 2012
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Video: Marketing Drivers
    • Ability to quickly engage viewers and draw them into your product offering
    • Has the ability to more accurately position your companies true value
    • Branding: puts a face/voice to the message, more emotive response, greater recall
    • Differentiates your company from the competition
    • Audience building, viral/social marketing features: share with a friend, comment, rate, etc.
    • Utilizing UGV social networks like YouTube are only part of the solution, traffic is not the only value
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com View slide
  • 3 Approaches to Online Video
    • #1 Buzz/Viral Marketers: Make videos, slap on your logo/URL and upload to social video networks like YouTube, et al
      • Risk: low control, little ability to target market, no monetization, competing content, credibility, no viewer engagement, manual process for inducing video on your existing website
      • Reward: highly viral, built in audience, drive traffic, search friendly, increased brand awareness, minimal to no cost
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com View slide
  • 3 Approaches to Online Video
    • #2 Pro-sumer Model : Include social video network player “embed code” in your blog or website, or establish “channel” within network
      • Risk:
        • Moderate control, broad audience, no monetization, off-brand delivery, credibility, manual to include videos on your site
      • Reward:
        • Highly viral, audience, drive traffic, minimal cost, some user engagement with RSS feeds, general brand exposure
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • 3 Approaches to Online Video
    • #3 Brand Marketers: Integrate video into your overall marketing mix, create a branded, self-contained destination to drive target audiences (YourBrandTV.com)
      • Risk:
        • Requires commitment and investment (ROI, measurement)
        • If I build it will they come? (still need lead gen)
        • Cost of ongoing video content development
      • Reward
        • Total control, consistent branding, scalable, surrounded by other relevant content, ability to monetize (ads, cross-selling, subscription models), build community membership, user submitted contests, more….
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Case Study: Dancing Matt
    • Known for his viral videos that show him dancing in front of various international landmarks and street scenes
    • The first video was uploaded to Matt’s website for friends and family to enjoy
    • The video was passed around by e-mail and eventually became "viral", getting over 20,000 hits a day - before the launch of major video sharing sites
    • His second video has been watched almost 11,000,000 times on YouTube and his YouTube channel is ranked "#92 - Most Subscribed (All Time) - Directors“
    • In 2006 Matt accepted sponsorship by Stride - a gum brand
    • His videos are now on his own site wherethehellismatt.com and on www.stridegum.com
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Dancing Matt on YouTube AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Dancing Matt on wherethehellismatt.com AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Dancing Matt on Stride®’s Website AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Why: YourBrandTV.com
    • More control than UGV social network sites, e.g., YouTube
    • Brings viewership on to your properties; better analytics and engagement with your audience.
    • Flexibility to monetize viewership, e.g. ads, e-commerce, branding, product education and premium “paid” content.
    • More consistent brand experience, linking to other media and/or marketing assets delivers increased awareness
    • Allows for community membership, registration allows for ongoing communications
    • Creates a more interactive and media rich destination to drive viral video traffic to (use YouTube and other social video networks as audience building tool for your branded video site)
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • IKEA: Educating customers to increase sales AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • The Metropolitan Opera: Showcasing the product - Extending the reach AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • PriceWaterhouseCoopers: Communicating with potential clients AMA Tampa Bay.New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Sacred Heart University: Adding credibility AMA Tampa Bay.New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • American Eagle: Branded entertainment – building brand AMA Tampa Bay.New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Video: Campaign Planning
    • Establish clear goal/purpose of your video marketing initiatives
      • Educate, sell product, brand awareness, entertain, ad placement.
    • Evaluate the challenges of creating compelling video content, not all subject matter lends itself easily to video
    • Select partners to help answer questions and provide guidance
      • Video production studios, interactive agencies, video platform providers
    • Determine build vs. buy issues (which is best for you?)
    • Estimate ongoing costs and include them within you overall marketing budget… think long-term, video requires commitment
    • Be prepared to measure video marketing campaigns in new ways
    • How will you manage scaling issues for “audience” and “content”
    AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  • Branded Video: Topography Internet TV Platform Audience Content Sponsorship: Ads, Subscription, Branding AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
    • Content Storage and Management
    • Publishing Workflow Efficiency
    • Distribution, Campaigning and Syndication
    • Command & Control
    • Customized Players and Branded Interface
    • Advertising/Sponsorship
    • Real-Time Stats and Analytics
    • Transaction, Account and User Management
    • “ New Media” Network
    Endavo Media Internet TV Platform
    • Artists, Producers, Promoters
    • “ New Media” Firms
    • Content Aggregators and Distributors
    • Enterprise
    • Brands
    • Non-profit Organizations
    • Radio and TV professional Broadcasters
    • Network Service Providers
    Who Uses Internet TV Platforms? AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com