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#&$KC&@!T*#VIRAL IS A DIRTY WORDF&#%                                 ROB DAVIS                            JEREMY SANCHEZ  ...
The PresentationWhat it was:• 60 minute presentation at SXSWi on March 10, 2012• Presenters    • Jeremy Sanchez    • Rob D...
How Many People Did We Reach?In person• 225-230On the web (Nov 1, 2012 through March 14, 2012)• 2000+ search entries• 1.5 ...
News & Blogs                                               Primary News & Blog Links                                      ...
TweetsSelected Quotes from Tweets•   @AlexWithAK I saw 15 sessions at #SXSW. Id only consider 2 to be outstanding and your...
The Presentation Begins on the Next Slide            For an audio recording of the session visit:         http://lanyrd.co...
#&$KC&@!T*#VIRAL IS A DIRTY WORDF&#%                            ROB DAVIS              JEREMY SANCHEZ#^$$Y              S ...
#antiviral   @gsijeremy@robertjohndavis@ogilvyadvvideo
VIRALWE DON’T SAY THIS
VIRAL   WE LIKE TO SAY “GOOD,”“CONTEXTUAL” OR “RELEVANT”
VIRALPEOPLE THINK IT MEANS “FREE”
VIRALNOTHING IS FREE
“The enemy of conventional wisdom is not ideas, but the march of events.”                   - John Kenneth Galbraith
…kill this?
…kill this?
Didn’t kill this
AND THIS           Didn’t kill that
At least video killed the radio star, right?
DESPITE WHAT WE MAY THINK, PEOPLEWATCH MORE THAN CAT VIDEOS
OR DOG VIDEOS
OR OTHER“STUFF”
OR OTHER“STUFF”
OR OTHER“STUFF”
How do you get your content to cut through the noise?
Marketing Content vs.User Generated Content
The Viral Myth
WHAT “GOES VIRAL?”  Ad Age      Unruly
YOUTUBE CELEBRITIES                                    The Biebs                                    Sang on YouTube       ...
> 4% of YouTube videoswill earn 100,000+ views
SCIENCE
Your 5 StepAntiviral Program
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
What is yourtrigger event?
TRIGGER EVENTS
TRIGGER EVENTS
TRIGGER EVENTS
How do you find a trigger event?
DATABASE OF INTENTIONSTraditional HTML Pages     Shopping ResultsNews and Blog Results       Social Results
TRENDS | HYPOTHESIS                      * Demand Data as of 3/5/2012
SEARCHER INTENT MODELING              * 12 Month Average Demand as of 3/5/2012
DESKTOP SEARCH DEMAND
SXSW SEARCH DEMANDTop Keywords includeGeneral: South by Southwest (27,100), SXSW 2012 (12,100), SXSW 2011 (12,100)Tickets,...
SXSW MOBILE SEARCH DEMANDTop Keywords include:General: South by Southwest (5,400), SXSW 2012 (2,400), SXSW 2011 (1,600)Inf...
How do KPI and distribution plansimpact production?
Post-Play Interaction:The click after “play” is the most important.51
TECH & AESTHETIC QUALITY       Good        Bad       Ugly
SIZE MATTERS 40” 1080 HDTV              30” SDTV, HDTV   15” PC   iPad   iPhone    Stnd                                   ...
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
CREATIVE CONTEXT1. Professionally Produced: The industry   standard – does not have to equal   expensive.2. Pro-Am: Profic...
FlyPaperVideo with a job to do
VIDEO NEEDS A JOB TO DO• Bridging Content• Promotional• Leads to Engagement
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
How do I maximize myviewership with search?
OPTIMIZING FOR SEARCH
SEARCHER INTENT              * 12 Month Average Demand as of 3/5/2012
• The basics of metadata   • Title   • Description   • Tags• The value of the script• Channel naming• The multiple jobs of...
• The basics of metadata   • Title   • Description   • Tags• The value of the script• Channel naming• The multiple jobs of...
How does my content impact viewership?
AUDIENCE RETENTIONABSOLUTE
AUDIENCE RETENTIONABSOLUTE
AUDIENCE RETENTIONRELATIVE
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
LIQUID PLUMR DOUBLES DOWN
REVIVING A COMMON FRAMEWORK                      VSEM      Paid         Display Ads               Content Partnerships    ...
PAID, EARNED, OWNED  Paid   Earned   Combination
YOU CAN’T CONTROL EARNEDXmissy.nl (NSFW)
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
Volume-Oriented Metrics•   Views•   Shares•   Complete views•   Favorites/Likes/Subscribes•   Basic demographics
Business-Oriented Metrics•   Post-Play Interaction•   Leads Generated•   Product Sold•   Value of Earned View•   Brand Lif...
Your 5 Step Antiviral Program1.   Have A Plan2.   Creative In Context3.   Optimize First4.   Distribute & Promote5.   Meas...
Thank You  #antiviral
Q&A
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
TweetsSelected Quotes from Tweets• @AlexWithAK
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TweetsSelected Quotes from Tweets• @AlexWithAK Viral is a Dirty Word

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TweetsSelected Quotes from Tweets• @AlexWithAK I saw 15 sessions at #SXSW. Id only consider 2 to be outstanding and yours was one of them. Thanks! #antiviral• @theabbiagency Best #SXSW panel yet. #antiviral• @pusher_sydney Ogilvy boys nailed there preso viral is a dirty word. Quality.• @annarosekerr very good Ogilvy panel on online video. Very good. (I know. Ogilvy!)• @koutsis Packed room. Pretty solid presentation: Viral is a Dirty Word• @sheepscotco: New acronym of the day: PPI: Post-play interaction. #SXantiviral• @dishPit: #sxantiviral is PACKED• @moosylvania: Viral is bad. You want good video, not viral video. Someone finally said it. totally agree!• @tenthwave: Did we drive sales? Who cares about views and "going viral" w/o achieving long term brand objectives?• @diana11huang ppl waited outside during #antiviral, feedback pretty kick ass. Pls tweet podcast link• @christy1444 Great start to #antiviral session with formal @OgilvyWW colleagues @robertjohndavis & @gsijeremy. Good energy from these guys!• #antiviral@ktmel I loved this #sxsw session! Viral is a dirty word• @jeremywaite: Talk of SXSW so far --> @Storify story: "Viral is a Dirty Word• @mscarleejean At the @robertjohndavis panel (line WAY out the door) #SXSW Viral is a dirty word:• @thisisdareNA Just got to the "Viral is a Dirty Word" session, its full. #SXSW• @smeedd My first panel sitting on the floor. I hope its clean. The floor that is: Viral Is a Dirty Word: Strategic Video Success #sxsw #antiviral• @alex_j_miller Packed house @ Viral is a Dirty Word: Strategic Video Success• @pkfranz I got there early and it was still full!

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