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Unruly media

  1. 1. Distribution des vidéossur le web social<br />
  2. 2. Plus<br /> Plus<br /> Plus...<br /><ul><li>Plus de visionnages
  3. 3. Plus de partages
  4. 4. Plus de contenus de marque
  5. 5. Plus de vidéos tout court !</li></li></ul><li>Unedéfinition ?<br />La vidéosocialeestdestinée à êtrepartagée. <br />La publicitésur le web social, c’est la distribution de contenusbrandésdestinés à maximiserl’implication des utilisateurs.<br />Des exemples ?<br /><ul><li>bébés en roller,
  6. 6. flashmobs,
  7. 7. parodies de Star Wars...</li></li></ul><li>Contenus de marque<br />
  8. 8. Proposition de définition de la vidéovirale<br />Non-intrusive, <br />Visionnéevolontairement<br />Modèle ‘coût par engagement’<br />Le format – 30-120” jusqu’à 5-10 minutes<br />Le player - donne à l’utilisateur le contrôle du visionnage et permet de partager, stopper la vidéo, faire un replay, commenter, poster la vidéosur son site/blog).<br />Les médias- sites, blogs, moteurs de découvertevidéo, plate-formes de partage, applications, jeux et réseauxsociaux<br />Les terminaux - multiples : smartphones, tablettes, PCs, TV connectée…<br />
  9. 9. Les motivations de partage ?<br />Humour<br />Shocking<br />Sexy<br />Geeky<br />Limite...<br />Destabilisant<br />Incroyable<br />Mignon<br />Emouvant<br />Optimiste<br />
  10. 10. Concrètement<br /><ul><li> Comment trouver les influenceurs - sites, blogs, utilisateurs qui ont un historique de publication de vidéos pour une marque, un thème, un secteur.
  11. 11. Plusieurs méthodes et outils : le Viral Video Chart</li></ul>... identifier les influenceurs qui permettront de toucher les ciblessélectionnées<br />
  12. 12. Choisir les objectifs<br />Les indicateurs de performance<br />Bénéfices pour les marques<br />Les utilisateurss’impliquent<br />Définir les KPIs et les objectifs<br />Faire fructifier le “earned media”<br />ENGAGEMENT<br />IMPLICATION<br /><ul><li>Interactions
  13. 13. Temps de visionnage
  14. 14. Partages
  15. 15. Fans Facebook</li></ul>ACTION<br />AUDIENCE<br /><ul><li>Clickthrough
  16. 16. Actions
  17. 17. Nombre de vues
  18. 18. Placements</li></ul>OBJECTIFS<br />
  19. 19. Comment activer la machine virale<br />#1 Contenucontagieux<br />#2 Ciblage, ton et timing<br />#3 Objectifs et KPIs<br />#4 Créativité et collaborativité<br />#5 Médiaacheté et “mérité”<br />
  20. 20. DorotaSmaggia<br />Managing Director<br />Unruly Media France<br />dorota@unrulymedia.com<br />

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