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Lezioni Video Online. Parte 3/5. Dal video virale al progetto virale

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Argomenti: viral video, dal vecchio spot al video senza un brand come protagonista. L'online video advertising, il social video advertising, lo share emotivo e razionale, i tempi di viralizzazione, l'importanza del progetto virale (strategia, video e distribuzione).
>>> Prima parte della seconda lezione del corso di "Video Design" nel Master in "Digital Media Management" presso lo IED - Istituto Europeo di Design di Milano. Marzo 2013.

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Lezioni Video Online. Parte 3/5. Dal video virale al progetto virale

  1. 1. MODULO: VIDEO DESIGNLesson 2 – 13/03/13 – PRIMA PARTE A cura di Alessio Garbin www.alessiogarbin.com
  2. 2. VIRAL VIDEOCome arrivarci?Chiedere un video virale è come chiedere ad uno scrittore un best seller.E un riferimento chiaro al risultato che ci si aspetta. Il contenuto nasce con un obiettivo.Il concetto è talmente banale che a notarlo è la stessa Wikipedia italiana.“Per definizione, il connotato di "viralità" del video è inaspettato e, spesso, accidentale,non può essere previsto a priori. Proprio per questo motivo, qualora il contenuto sia uncosiddetto "video brandizzato", realizzato cioè da una marca, risulta molto importantelaspetto della distribuzione per fare in modo che il video riesca a diffondersi capillarmentenel web”. http://it.wikipedia.org/wiki/Video_viraleMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  3. 3. VIRAL VIDEOCome arrivarci?Il vecchio approccio pubblicitario.Il brand e lagenzia.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  4. 4. VIRAL VIDEOCome arrivarci?Questo è il mio spot.Dico quello che ho bisogno di comunicare.Come preferisco. In cambio del servizio che staiusando, non puoi che guardarlo.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  5. 5. VIRAL VIDEOCome arrivarci?Ma in rete le cose non stanno così.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  6. 6. VIRAL VIDEOCome arrivarci?Anche se a volte si puòscendere a qualche compromesso.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  7. 7. VIRAL VIDEOCome arrivarci?Online video advertisingMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  8. 8. PROGETTO VIRALEOnline video advertising- Companion Ads- Ads Pods- In-Banner video Ads - Ad Serving Platform- In-Page video Ads - Ad Network- In-Text video Ads -Ad Exchange (Media Buying Platform)- Sponsorships graphics- In-Game video Ads- In-App video Ads “Viral Video - Content is King, Distribution is Queen” Fauso Lupetti Editore. Dario Caiazzo, Andrea Febbraio ed Umberto Lisiero.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  9. 9. PROGETTO VIRALEOnline video advertisingIN-STREAM VIDEO ADLINEAR VIDEO ADSPre-roll, mid-roll e post-rollUser AD choice overlay, interactive video AdNON LINEAR VIDEO ADSOverlay video AdsNon overaly video AdsMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  10. 10. PROGETTO VIRALEOnline video advertisingIN-STREAM VIDEO AD Pre-roll (con o senza skip) OK per brand recallLINEAR VIDEO ADSPre-roll, mid-roll e post-rollUser AD choice overlay, interactive video AdNON LINEAR VIDEO ADSOverlay video AdsNon overaly video AdsMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  11. 11. PROGETTO VIRALEOnline video advertising Pre-roll (con o senza skip) OK per brand recall KO per creare un virale - Non piace molto (visto come costrizione) - 70% lo salta (funzione SKIP) - Limite di durata rispetto al contenuto - Non garantisce la visione integrale - Inventory è limitato - Effetto HaloMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  12. 12. PROGETTO VIRALESocial video advertisingDallonline video advertising alsocial video advertising.Piattaforme di Social Video Sharingcome Youtube, Vimeo, Dailymotion.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  13. 13. PROGETTO VIRALEPremessaUn video è virale quando produce:- visualizzazioni(possibilmente complete del video)- remix- meme- caricamenti multipli e successiviMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  14. 14. PROGETTO VIRALEPremessaShareScatta lassociazione tra il contenuto che vedo e la mia percezione del contenuto stesso.Voglio che altri vedano che esiste questa associazione tra me e il contenuto.Per pochi. UCG (anche di alto livello) > Da utente a publisher.Per tutti. Share > Da utente a distributore.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  15. 15. PROGETTO VIRALEPremessaShare emotivo Vuole portare le persone“Mi ha emozionato...” connesse con me a provare ciò“Bellissimo...” che io sto provando.“Disgustoso...”MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  16. 16. PROGETTO VIRALEPremessa Creare discussioneShare razionale Lanciare un messaggio al mondo su di me o persone come me“Anchio la penso cos씓Anchio non la penso così” Mirare a cambiare le cose un messaggio di protestaMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  17. 17. PROGETTO VIRALEPremessaComè cambiato il periodo necessarioalla viralizzazione2002 – 6 mesi2004 – 2/3 mesi2007 – una settimana2011 – 1/2 giorni2013 – 24 oreMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  18. 18. PROGETTO VIRALEPremessaDa video virale a progetto viraleMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  19. 19. PROGETTO VIRALELe fasi VideoMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  20. 20. PROGETTO VIRALELe fasi Strategia Video DistribuzioneMODULO: VIDEO DESIGNLesson 2 – 20/03/13
  21. 21. PROGETTO VIRALEE il brand cosadeve fare... prima?StrategiaAvere chiaro lobiettivo di un virale.Un virale spesso porta awareness: cosane farò? Lancio un prodotto?Rilancio il brand o il mio sito?Che cosa voglio da un virale?MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  22. 22. PROGETTO VIRALEE il brand cosadeve fare... prima?Per la prima volta nella storia delladv,il brand NON E PROTAGONISTA.Non è detto che si debba parlare di me comebrand, ma deve assolutamente piacere (o nonpiacere).MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  23. 23. PROGETTO VIRALEQuindi iniziamo a parlaredi come deve essere- Tutto deve essere visuale, percettivo- Concept forte- Veloce- Aspettativa deve essere chiara dopo max 10sec (ok ho capito quello che sto per vedere evoglio proseguire, oppure non ho capito evoglio scoprirlo)MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  24. 24. PROGETTO VIRALEQualcosain comune...Ironia, eccessi di fortuna/sfortuna,coincidenza, talento, violenza,bellezza, sesso, celebrità,emozione istantanea...MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  25. 25. PROGETTO VIRALEQualcosain comune...Limportante è lengagement del video.Questo si percepisce valutando, nei confronti del video:- intenzione (“voglio vedere questo video”)- attenzione (“come va avanti?”)MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  26. 26. TIPOLOGIE DI VIDEOTanti tantitanti video...Ready for virals?Iniziamo un viaggio nel mondodei viral video dal 2006 al 2013.Vediamo insieme in classeuna selezione di 100 viral videos.MODULO: VIDEO DESIGNLesson 2 – 20/03/13
  27. 27. Nella seconda parte della seconda lezione....Scegliere il video giustoTipologie, branded contentLe teorie di Kevin Allocca, di Grobe & Voltz e di eBuzzingLa fondamentale importanza della piattaforma YoutubeMODULO: VIDEO DESIGNLesson 1 – 13/03/13

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