Presented a session on the impact in creating timely viral videos and the steps necessary to ensure it is a success. My contribution to this presentation involved explaining how one can capitalize off of a viral trend to promote an event or support a campaign. As well as how to set targets and goals and how to measure success.

1. A Click Away to Reach Viral
Engagement
Kimberly Gonzalez
Marketing Assistant
Michele Mendiola-Vargas
Motion Graphic Designer
University Student Union,
California State University, Northridge

2. “In a world where over two days of video get uploaded
every minute, only that which is truly unique and
unexpected can stand out in the way that viral videos
have.”- Kevin Allocca 2011

3. Agenda
 What’s a Video Worth?
 Matador Nights
 Harlem Shake
 Viral Video
 Identifying Trending
Videos
 Product Placement
 Target and Goals
 Behind the scenes
 Media Outlets
 Success
 Conclusion

4. What’s a Video Worth?
Benefits of having
a Videographer
• Archive
• Entertainment
• Storytelling

6. Harlem Shake

7. Viral Video
 February 11,2013
12,000 Harlem
Shake videos.
 44 million views
 February 15, 2013
40,000 Harlem
Shake videos.
 175 million
views

8. Viral Video
 Pepsi
 Product
Placement
 Promotional Value

9. YOU are an important part of the
internet community.
• Reddit
• 9gag
• Quick meme
• Trends Map
• Social Media
Identifying Trending Videos

10. Identifying Trending Videos
Kevin Allocca: Trends Manager for YouTube
 Tastemakers accelerate community
participation
 Unexpectedness

11. www.youtube.com/trendsmap
Identifying Trending Videos

12. Social Outlets for Video
Use creative video content
 Vine
 Gifs
 Instagram

14. Product Placement
 New York
 Costumes
 Matador Nights

15. Product Placement
Name of the
events
#Hashtag
website
Date of the
event
Brand

16. Target and Goals
 Teaser
 School Spirit
 Entertain
 Engage

17. Behind the Scenes
Video Production
 Camera
 Editing Software
 Template
 Participation
Gathering people
and props

18. Media Outlets
Distribution of the video was
on 2/21/13
 E-Blast
 18 Matador Information
Network Display (MIND
Screens)
 Matadome
 Social Media

19. Measuring Success
 6,450 Views on YouTube
 186 E-blast Clicks on link to the
Matador Nights website
 412 Instagram
Likes/Comments
 6 Twitter Mentions/Retweets
 3,923 out of 4,000 Matador
Nights tickets were sold

20. Facebook
Measuring Success

21. YouTube
Measuring Success

22. Measuring Success

23. Assessments
 Matador Nights
Assessment
 Survey vs. Social
Media

24. Conclusion
 Identifying Trending Videos
 Product Placement
 Target and Goals
 Media Outlets

25. Questions
?

26. Contact Information
Kimberly Gonzalez
Marketing Assistant
Kimberly.Gonzalez.853@my.csun.edu
Michele Mendiola
Motion Graphic Designer
Michelle.Mendiola.73@my.csun.edu

27. Ellen Performs 'The Fox'" YouTube. YouTube, 19 Sept. 2013. Web. Oct. 2013.
Alloca, Kevin. </www.ted.com/talks/kevin_allocca_why_videos_go_viral/>. 2011. Ted Talks. September 2013
</youtube-trends.blogspot.com/2013/02/the-harlem-shake-has-exploded/>.Feburary 2013. 01 11 2013
Bulla, Jeff. </www.jeffbullas.com/2012/09/03/3-reasons-why-youtube-videos-go-viral/>. #jZkJMLJ0HHB5m0VJ.99 . 2012.
2013
Foliomag. <.www.foliomag.com/2012/value-video#.UnqHaZRgY44/>. 2012. October 2013.
Insivia. <.www.insivia.com/50-must-know-stats-about-video-animation-marketing-> 2013/. 2013. November <.2013
Norwegian News. <.www.thelocal.no/20130919/ylvis-to-appear-on-ellen-talk-show-in-us/>. 19 09 2013. 2013
Vimeo. <vimeo.com/44233882.> 2012. November 2013
Virool Blog. http://www.virool.com/blog/ingredients-for-viral-video-recipe/. November2013
YouTube. http://youtube-trends.blogspot.com/p/about-youtube-trends.html. 2013. September 2013
<support.google.com/youtube/answer/2845338?hl=en/>. 2013. November 2013
Resources