Using Virals to find new Customers?
The Trends
Megatrends...




From ads to content                                    From consumers to users




                     ...
From few broadcasters to
 thousands of publishers
Online Video Advertising Landscape




       Source: Nielsen -The Global Online Media Landscape, April 2009           Sou...
Online Video Consumption


  Global Consumption of Online Video is Exploding                                Maturing Marke...
How do we work with brand content
The Process

         CONTENT                 ACTIVATION                  ATTENTION




CREATE             TEST   PLAN    ...
What is a Good Campaign?
  Brand Content should deliver an interactive, engaging and measurable brand experience

Format  ...
Exercise
Video
Video




Content    Cliché Concept,          Good, sticky, fun   Good, entertaining,
           commercial               ...
The results of a successful Campaign
An Award winner

Quiksilvers Surfing with Dynamite has been heralded as one of the most successful viral
campaigns ever:

...
Summary
Conclusion


        Use video
   Create good content
   Invest in distribution
Combine seeding and push
  Optimize and ev...
Upcoming SlideShare
Loading in …5
×

Rene Rechtman of GoViral #smo09 London

1,454 views

Published on

14:30: Using virals to find new customers. Insights into how to use viral campaigns to find and attract new customers, and get the message to spread to potential customers based on interest, behaviour and contextuality. By Rene Rechtman (GoViral)

Published in: Business, Technology
  • Be the first to comment

Rene Rechtman of GoViral #smo09 London

  1. 1. Using Virals to find new Customers?
  2. 2. The Trends
  3. 3. Megatrends... From ads to content From consumers to users From broadcasting to narrowcasting •
  4. 4. From few broadcasters to thousands of publishers
  5. 5. Online Video Advertising Landscape Source: Nielsen -The Global Online Media Landscape, April 2009 Source: Universal Mccann, Wave 3 study, March 2008 Video advertising impact of the Internet can lift both Video Consumption is the most popular online content brand and message recall significantly. activity. Consumers take an active part in sharing and endorsing good content
  6. 6. Online Video Consumption Global Consumption of Online Video is Exploding Maturing Markets grow in Engagement: * Source: Nielsen -The Global Online Media Landscape, April 2009 US Online Video Consumption 2000 2003 2006 2009 *Source: Nielsen Online, page 1-8. The Global Online Media Landscape, April 2009
  7. 7. How do we work with brand content
  8. 8. The Process CONTENT ACTIVATION ATTENTION CREATE TEST PLAN DISTRIBUTE EVALUATE OPTIMIZE CONTENT SCREENING NETWORK & PLACEMENTS TRACKING
  9. 9. What is a Good Campaign? Brand Content should deliver an interactive, engaging and measurable brand experience Format Video Applications Game Content Sticky Relevant Entertaining Reach Number of Views Number of Actions Number of Plays Engagement Share Comment Conversation
  10. 10. Exercise
  11. 11. Video
  12. 12. Video Content Cliché Concept, Good, sticky, fun Good, entertaining, commercial relevant Reach 2 million views (300%) 8000 views 20 million+ views Engageme Good, lots of sharing, Low Perfect Viral, High nt comments Social engagement, lots of sharing, product talk etc Today 2500 Views Per Day 5 Views Per Day 5,000 Views Per Day
  13. 13. The results of a successful Campaign
  14. 14. An Award winner Quiksilvers Surfing with Dynamite has been heralded as one of the most successful viral campaigns ever: • 20 million video views and 95% of surf site audiences reached GoViral and Quiksilver won the Advertising Effectiveness Award due to the exceptional results • For every £1 spent Quicksilver returned: • £390 in additional sales revenue • 95% of all surf websites worldwide posted the video within four days of it’s release. • 20 million people have seen Dynamite Surfing online.
  15. 15. Summary
  16. 16. Conclusion Use video Create good content Invest in distribution Combine seeding and push Optimize and evaluate

×