3. CLINIC:
Video & Celebrity!
Objective:!
To gain insight into
VIDEO & CELEBRITY
PLATFORMS
and their role in
PRESTIGE!
4. The New Platform?
Most Popular Popular Celebrity
Fashion Magazines Facebook Pages
(Global Circulation)
(Number of Likes)
Rihanna 41.6 M
Lady Gaga 41.5 M
Shakira 37.9 M
Justin Bieber 33.6 M
Katy Perry
32.8 M
Ronaldo 31.6 M
3.0 M Cosmopolitan
2.4 M Glamour
1.8 M In Style
1.3 M Vogue
1.2 M Vanity Fair
1.1 M Allure
1.1 M Elle
5. The Shift: Analog to Digital
Monthly Unique Visitors
NYT(Jan ‘11): 32M
5-year contract
$15 million signed in 2006
Huffington (Jan ‘11): 25M
24% decline
in viewership Huffington (Aug ‘05): 512K
(to 5.73MM)
acquisition price of
$315 million Huffington Post by AOL
Replaced in May 2011
estimated profit earned
$18 million by Arianna
9. Dan Piech! John Eaton! Rick Silvestrini!
comScore, Inc. Halogen YouTube
Paull Young! Ant Cauchi! Maureen Mullen! Andrea Derricks!
charity: water Outside Line L2 L2
10. CLINIC:
Video & Celebrity!
Module 1!
Dan Piech!
comScore, Inc.!
11. Online Video by the Numbers
Where we've come from, where we're headed, and why you should care.
#DanPiech, Product Manager, comScore July 2011
80. video is the
most engaging…
most shareable…
most desired…
content on the web
halogen
81. Introducing video assets and
extension experiences of your
video into a variety of networks
exponentially expands the
possibilities for your video and
its objectives.
halogen
82. With a trans-media alternate reality game
Audi of America generated 250k test drives.
halogen
83. ASSUMPTION #1
Brand Objective:
Through online video
engagement build & grow the
brand status while driving
consumer aspiration.
halogen
84. ASSUMPTION #2
Brand Achievements:
As brand marketers you want
the best connection (right
people) towards the most
complete engagement.
VIEWS, RE-WATCH, PASS-ALONG, EMBEDS, INTEREST, AFFINITY, PURCHASE INTENT, LOYALTY
halogen
85. ASSUMPTION #3
Creative Assets
As a prestige brand you have
high quality video content and/
or the resources to create new
video content.
halogen
87. ASSERTION #1
It’s not just PR
The cultivation, inspiration and
management of multiple over-
lapping networks, through their
influencers, to drive action in their
audiences.
halogen
88. ASSERTION #2
How to think about celebs
As potentially valuable assets for
the brand, the brand influencers,
and the audiences they engage
with.
halogen
89. Back in the day…
A single radio station could
determine the success or failure
of a new song.
halogen
92. Why does influence matter?
Influencers can motivate consumers in an authentic,
credible, and amplifying way that brands cannot.
They create a great context for brands to connect.
halogen
96. The greater value of the
influencer is their ability to
activate the members of
their community. The value
to the brand of that
influencer is the qualitative
value and reach of the
members of that community
halogen
97. Seeding Video via Influencer Networks
Influencer networks are an
integrated element in a brand
marketers video distribution plan.
Which is in turn part of a broader
digital engagement strategy for the
brand and its consumers.
halogen
98. The Influencer Plan Playbook
1. Develop the base plan
2. Identify YOUR target influencers
3. Create content, programs & extensions
4. Explore unconventional add-ons
5. Re-engage, re-fuel
6. Track & measure
halogen
99. Start with the PEO approach
PAID
EARNED
Launch & 3rd Party
Activity Spikes
Advocacy +
Sharing
BRAND"
ENGAGEMENT
OWNED
Brand Authority
+ Extended
Engagement
halogen
100. Understanding the weighting in PEO
Paid delivers scale"
Earned drives conversation"
Owned is where to close"
PAID
EARNED
OWNED
halogen
101. Know the Influencer
9 Creators
As curators, they are the
promoters, the advocates.
Those who define to their
99 Curators
followings what to engage
with. They are the source that
defines what their community
checks out, interacts with,
999 Consumers
subscribes to, buys.
halogen
102. “Influence isn’t about popularity. Or
even reach. It’s about the trust, authority
and presence to drive relevant actions
within your community that create
something of substance.”
Amber Naslund, Radian6
halogen
103. And net left with the to these
Learnawhat’s important influencers
Castyou’rewider than the target
groups
Then remove the unwanted targets
Dog
Diet
Eukanuba
Doggie
Feeding
Daycare
Trends
The Dog
Whisperer
German
Shepherd
Collie
Dog
Invisible
Training
Fences
Golden
Alsatian
Retriever
Dog
Hip
PetCo &
Grooming
Dysplasia
PetSmart
Kennels
halogen
104. “Word of mouth diffusion can only be
harnessed reliably by targeting larger
numbers of potential influencers,
thereby capturing average effects.”
Duncan Watts, Yahoo
halogen
106. In summary
Influencers have their reach
And they are connected to other communities
Who are in turn connected to others
From which a subject-specific network is built
halogen
108. Content is the key
to success
In our fragmented on-
the-go media space
content (video, apps,
games, etc.) is to be
easy, quick, portable,
shareable.
halogen
109. Content is king
9MM views
6MM views
1.4MM views
Each of these videos, and all other high value
successes, are stories that are a mix of brand
relevance and target resonance.
halogen
113. compelling
outrageous
hilarious
“Viral” is a bonus that can’t be sexy
planned for or purchased
controversial
Ask yourself, Is your content…
novel
celebrity
catchy
shareable
halogen
114. Pepsi nails it with Bob’s House
The ad generated hundreds of
discussions within the online deaf and
hearing communities and spawned a
series of “thank you” messages.
halogen
116. Content & Consumers are unpredictable
Yet consumers are constantly inspired—they are
predisposed to create, mash-up, re-imagine and
then share with the world.
halogen
118. The nature of video can
be many things.
Peter Jackson Video Blog for
“The Hobbit” movie
Director and studio build anticipation for
the new film by giving passionate fans
pre-release access and involvement
436,337 views
since April 14, 2011
5,000 likes
$2.95B"
worldwide box office "
for LOTR films
halogen
119. Case Study:
Peter Jackson
Other destinations
drive to “The Hobbit”
site based on news
and contest posted
there.
halogen
120. Seeding
Remember, and you MUST emphasize
this—Seeding can only succeed with well
identified and highly managed influencers
who are provided with premium quality,
relevant content.
121. Approach to seeding
Personal outreach
Base activation kit
One-to-one relationship
Story proposition
Customized outreach
Core assets
Periodic use (not consecutive)
Product materials / samples
Program extensions
Influencer exclusives
Brand engagements
One-to-one relationship
Contest or sweepstakes
Customized outreach
UGC challenge
Periodic use (not consecutive)
halogen
122. Manage the seeding
It wasn’t actually a tweet
that drew people to John
Frieda’s website, but
rather an online coupon
campaign.
halogen
123. Manage the seeding
The collection of social
media endorsements
among highly influential
players actually paid off,
[helping] Living Social sell
1.3 million Amazon
vouchers.
halogen
124. CASE STUDY
Tell to Win
Random house book
launch by first time author.
Diverse influencer
communities:
Narrative & Storytelling
Education
Entrepreneurship
New Media & Technology
Media Industry
Sports
Established authors
Full spectrum of
supporters:
Celebrities
Niche Celebrities
Influencers (power middle)
Advocates
halogen
125. CASE STUDY
Tell to Win
Influencers participated
on every level – tweets,
videos, blog posts, email
blasts, public speaking
events, product reviews,
contests, Facebook, etc.
The total marketing mix
resulted in #1 book in the
country not a celebrity
endorsement—but it is
Celebrity used as an
influencer Network—not
a single high-end
Endorsement
halogen
126. CASE STUDY
Tell to Win
HIGH INFLUENCER!
Results
POWER MIDDLE!
20MM earned media audience
2,000 new inbound links in 6 wks
ADVOCATES!
SEO: 100% positive brand ownership "
of the 1st page google search results
100K clicks through earned media "
assets in 6 weeks
2,000 pre-order sales = 2% " Tony Robbins Mark Victor Hansen Life is Good Keith Ferrazzi
conversion rate
Bill Zanker Learning Annex Matt Morris Stephen Denning NBA
Facebook Nancy Traversy Burrus Karen Salmansohn Gareb
Shamus Jodi Guber Goldsmith Steve Bornstein Frisco
Roughriders Mark Goulston Dayton Dragons Oklahoma City
Redhawks Bob Dowling Maloney Tribeca Films UCLA Katalina
Groh Cooper Staten Island Yankees Kay Dowgun Nick Nanton
Robert Dickman Misner Teri Schwartz Bennet Mark Burnett
Ken Rutkowski Sarah Bourke Scranton Yankees Eerie Baseball
halogen
128. “In other words, reaching a large
number of more ordinary Joes and
Janes with a message might be
more effective than trying to tap into
Bieber fever.”
Matt Creamer, Ad Age
halogen
129. People will become confused and perhaps
resentful at the unqualified recommendations
that start filling their social media dashboards.
They might not be so blasé about learning that
their favorite celebrity has rented out their
personal stream to some marketer who works
hard to get the 140 character cadence of the
celeb just right.
John Bell, The Digital Influence Mapping Project
halogen
130. Influence does not succeed from
one source but an aggregate of
sources.
Celebrities should be leveraged as
a spoke on the greater digital
marketing plan wheel.
halogen
134. Chanel – COCO MADEMOISELLE - THE
FILM - 3'20" full version
http://www.youtube.com/user/CHANEL
135. Chanel Integrates Video Across Platforms
YouTube Total “Video Views” Per Day: Chanel
(January 1, 2011 – July 19, 2011)
140,000
120,000
116,625
30 and 60 second spots
100,000 debut on national
television
80,000
60,000
40,000
20,000
0
1/2/2015 2/2/2015 3/2/2015 4/2/2015 5/2/2015 6/2/2015 7/2/2015
Takeaway: Exposure to COCO MADEMOISELLE on Facebook, Chanel.com and national television
dramatically increased views on YouTube
136. CLINIC:
Video & Celebrity!
Module 1!
Rick Silvestrini!
YouTube!
138. People are here
to discover
something new
They are attentive, receptive and open-minded
139. With more than
500M visitors
is the world’s #1 entertainment destination
Sources:
comScore
VideoMetrix
140. UseWe use Facebook to scheduleyou already know.
Facebook to talk to the people the protests, Twitter
Useto coordinate,word YouTube to tell the world…
Twitter to the and out in real time.
Use YouTube to broadcast your story to the world.
— Activist in Cairo, Egypt, March 2011
— Rick Silvestrini, Mountain View, CA, July 2011
Source:
hOp://www.miller-‐mccune.com/poli:cs/the-‐cascading-‐effects-‐of-‐the-‐arab-‐spring-‐28575/
141. Reaching light TV viewers throughout the day
60
Daily Reach
of light TV viewers (less than 16hrs of TV per week)
50
40
30
Daily reach in %
20
10 Online
TV
0
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5
am
Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post Peak
Source: YouTube Media Consumption Study
Light TV Viewers = 0-16 hrs TV per week, n=213
142. Online ads have 1.8x aided recall of TV
% of Sample Who Correctly Identified Brand Seen in a Video Ad
TV Online
50%
38%
28% 25%
Aided Recall Unaided Recall
145
Source:YuMe Study ‘Advertising Attention in the Wild – Comparison of Online and Television Video Advertising,” May 2011
144. Heineken
• Launched with 30 second TV spots
• Introduced 90 second full version with YouTube masthead
• Provided additional character stories on YouTube
• Coordinated Social Media efforts
145. Successful programming techniques
• 45 seconds – 2 minutes long
• Full meta-data included (entire script sometimes)
• Dozens – hundreds of uploads
• Upload in bursts
• Drop users into a teaser video that leads to other content
• Structured organized content (playlists)
• Call to action at key points and at the end of the video
149. IBM – organic conversions
• Examined search behavior of target market
• Built content with SEO in mind
• Provided click-through links to conversion pages
153. Engaged Viewership
truly interactive and social viewing environment
polling / Q&A
audience input fuels the live content
dynamic social feeds
integrates with Facebook & Twitter
real time comments & chat
engaging conversation during live viewing event
156. Lady Gaga, genius marketer powered by video
Vevo video premier
Live Stream from Best Buy
Ad for Google Chrome Answering Fans’ Questions
First to 1B views on YouTube
56M ‘Born This Way’ music video views on YouTube
1.1M albums sold in 1 week
159. Armani – Megan Fox for Emporio Armani
Underwear and Armani Jeans [teaser]
http://www.youtube.com/user/Armani#p/c/
DC227D63FCE7D696/21/gre_Ic5PaJg
160. Megan Fox Spikes Armani’s Views
YouTube Total “Video Views” Per Day: Armani
(January 1, 2011 – July 19, 2011)
Debut: Megan Fox for Emporio Armani
Underwear and Armani Jeans [teaser]
800,000
700,000 661, 784
600,000
500,000
400,000 1,389,023 Total Views to Date
300,000
200,000
100,000
0
1/2/2015 2/2/2015 3/2/2015 4/2/2015 5/2/2015 6/2/2015 7/2/2015
Takeaway: Choosing the right celebrity can attract a lot of attention on the brand channel