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Viral Video Strategy by Network Solutions


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Viral Video Strategy by Network Solutions

  1. 1. 02/13/2011Strategy for a Video Campaignby Shashi Bellamkonda & Lisa Byrne
  2. 2. How does Network Solutions spellsocial media success?How about with a 500% increasein .co domain name sales.We classify that as a NetworkSolutions touchdown (or win) –without running a $3 M SuperBowl ad.How did we do it?How can you as a small business learn from our experience. Making a Viral Video, 02/13/2011 2
  3. 3. Set Objectives Decide on your objectives which could be one or all of these Brand Awareness Media Consumer Buzz around products A message that people will share Increased Traffic Increased sales Making a Viral Video, 02/13/2011 3
  4. 4. Identify Your Audience WHO are you trying to TIMING is imperative for reach, where are they, your launch/release – and what do they when are you most likely respond to? to grab their attention? Making a Viral Video, 02/13/2011 4
  5. 5. Public Relations You still need a traditional press release! And a Social Media release Making a Viral Video, 02/13/2011 5
  6. 6. Upload to YouTube Second largest search engine after Google Add relevant tags when uploading Be direct with the title for search purposes Search similar videos and add a comment Add your own video as a response to other/similar/competing videos Engage and respond to people who comment on your video – positive and negative Making a Viral Video, 02/13/2011 6
  7. 7. Share on Facebook Create an early buzz by posting status updates relevant to the topic of your video Post a link to YouTube (or landing page) from your Company Page Post from personal pages (employees can help a lot) Link to other relevant Facebook pages Making a Viral Video, 02/13/2011 7
  8. 8. Share on Twitter Consider new/separate Twitter Prepare a number of tweets account to represent a character ahead of time to allow more real- or object in the video time engagement with reactors Create custom Twitter backgrounds Set up search queries around and profile images – add to your subject and interact directly company accounts, personal with people talking about it accounts, new account (if Reply to people who interact relevant) with you, retweet their Search for hashtags relevant to comments to continue the your topic, add them in your conversation tweets Create your own custom hashtag for the video, add to all tweets without or without the video Making a Viral Video, 02/13/2011 8
  9. 9. Paid Advertising Banner ads strategically placed where your target markets is web surfing Facebook ads can be specifically targeted also (even directly to the fans of competitors pages) Consider print ads (add a QR code they can scan to watch the video, bring print to the mobile in their hand) Making a Viral Video, 02/13/2011 9
  10. 10. Outreach to Community & InfluencersWork within your community to reach out for assistance,advise your network ahead of time that you are working onsomething big! Remind them when it releasesConsider an outside PR company who can expand this reachto specific online influencersInteract directly with these influencers through Twitter tohelp create a buzz Making a Viral Video, 02/13/2011 10
  11. 11. Email Send as a special update to your current distribution list Include a link to the video in your next newsletter and share some of the successes If you have a large company share it with your employees initially through email Have your team add a link to the video in their email signature, encourage this company-wide Making a Viral Video, 02/13/2011 11
  12. 12. Make it Easy to Share Create a dedicated landing page for the video on your website Embed the video (code from YouTube so as not to divide the number of views) Add additional outtakes, production photographs, funny one-liners on this page Include EASY SHARE options and place them prominently on the page. Add This has an ideal button that pulls out (highlights) the Facebook Like button and the Twitter Tweet button for one-click sharing, along with an option to share on multiple sites with 2-clicks Making a Viral Video, 02/13/2011 12
  13. 13. Prepare for a Crisis or Controversy You can’t please everybody! Accept that and keep going Consider all possible negative feedback ahead of time Prepare various responses to possible concerns and tailor them to reply on Facebook, YouTube, Twitter, blogs, mainstream media, detailed emails Create talking points should you receive phone calls or meet people in person Making a Viral Video, 02/13/2011 13
  14. 14. Other Things to Consider Release a pre- promotional or teaser video Add the video link as status or mood message to your IM accounts Making a Viral Video, 02/13/2011 14
  15. 15. Go Granny Parody Video On February 4th, 2011 Network Solutions® launched their Go Granny parody video featuring Cloris Leachman to coincide with Super Bowl weekend, and won the public vote in the social media sphere. Online sentiment about the Go Granny video campaign is currently at 97.5% percent, and the Twitter stream gained attention from social media notables like Guy Kawasaki, Scott Monty, Liz Strauss and Jason Falls. A simultaneous launch on the website, Facebook page, YouTube channel, blog properties, Twitter streams and in online banner ads was followed by a three day social media blitz. On game day, when GoDaddy revealed its new girl, the social media channels lit up with comments. While Go Daddy took heat for puzzling views with a body double for Joan Rivers, Go Granny /Cloris Leachman was celebrated as a social media sweetheart. View video at Making a Viral Video, 02/13/2011 15
  16. 16. As of February 12th, 2011 YouTube: 60k views, 135 likes, 4 dislikes & 84 comments Other Social Media Channels: 8.3M Impressions Media/Blogs: 14.6M Impressions Twitter: 18M Impressions & 2,600 Tweets Making a Viral Video, 02/13/2011 16
  17. 17. Thank you Employees Network Solutions Social Advisory Board Facebook fans Twitter community Friends and colleagues Blog readers DC community Making a Viral Video, 02/13/2011 17