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  1. 1. Managed Viral Video Campaigns:Creating Winning StrategiesMark Romeo <br />
  2. 2. background<br />The Importance of Managed Viral<br /><ul><li>What does Viral mean ????
  3. 3. Seek to ensure the results you desire
  4. 4. Understand the new media landscape for your business
  5. 5. Be Relevant to the groups and social networks that can stimulate viral propagation
  6. 6. Viral is not an Organic phenomenon </li></ul>2<br />
  7. 7. viral video is not organic<br />50% of Videos get Less than 500 views.<br />3<br />
  8. 8. small digestible bytes work best<br />Source: TubeMogul<br />4<br />
  9. 9. the first viral video appeared in<br />5<br />1989<br />…<br />
  10. 10. mystery science theatre<br />Loyal Following and on new cable channel with no distribution, less than 5 million Households have Comedy Central in 1988<br />Writers create dialog for characters to ask viewers to copy videos and give them to their friends<br />Producers eventually program into closing credits “Keep Making Tapes”<br />Strategy Works, estimated that almost 1/3 of audience makes tapes and pass them along to friends<br />Ratings grow, HH penetration doubles within 12 months<br />6<br />
  11. 11. key learning from mst<br />Creators and producers knew they had a loyal audience<br />Is there anyone more loyal than Sci-Fi and Horror Fans?<br />Key learning: find your most loyal customers and tell them what you want them to do.<br />Your Advocates, your fans, your loyalists, your high affinity customers.<br />Strategy: “Activate the Audience.”<br />7<br />
  12. 12. south park case study – ‘95 <br />Creators make a xmas card and circulate to friends and family online<br />Makes its way to George Clooney, sends to agent eventually gets to MTV.<br />Results in Comedy Central picking up show<br />Most successful prime time basic cable <br /> show of all time.<br />Increases HH penetration for network <br /> from 12 million to over 50 million within <br /> 12 months<br />8<br />
  13. 13. key learning from south park<br />Television producers were looking for satire as social commentary for programming, they believed that was their niche.<br />South Park defines satire as social commentary.<br />The network used South Park to expand their programming and audience appeal – Daily Show, Colbert Report, etc…<br />Viral video must be ahead of trend.<br />9<br />
  14. 14. WASSUP is so true<br />Wassup Video first appears in 1998 online<br />Distributed virally online to over 4 million people<br />Brought to attention of August Busch who signs creator to produce “Budweiser True”<br />Becomes the most recognizable advertising campaign in company’s history<br />Runs for six years from 2000-2006<br />2008 Producers take back campaign and evolve it to a political video for Obama.<br />Viral video must have great Creative.<br />10<br />
  15. 15. 11<br />the effect <br />
  16. 16. top 10 viral vids of all time<br />12<br />Title Type Views <br />Music Video<br />Movie Campaign<br />Music Video<br />Music Video<br />TV Show<br />User Generated<br />Music Video<br />Music Video<br />Movie Campaign<br />Music Video<br />360,000,000<br />274,600,000<br />244,600,000<br />237,400,000<br />221,100,000<br />199,900,000<br />188,300,000<br />176,600,000<br />175,500,000<br />174,100,000<br />Soulja Boy: Crank That<br />Twilight<br />Beyonce: Single Ladies<br />Mariah Carey: Touch My Body<br />Susan Boule (Britain’s Got Talent)<br />Jeff Dunham: Achmed the Dead Terrorist<br />Leona Lewis: Bleeding Love<br />Chris Brown: With You<br />The Dark Knight<br />Avril Lavigne: Girlfriend<br />
  17. 17. what is ?<br />Adzoomi is the first managed viral video platform that connects advertisers, creators, promoters & publishers within Social Media and beyond.<br />13<br />
  18. 18. the power of context &affinity<br /><ul><li>Traditional marketing uses mass media to reach the many, in search of the few that will purchase.
  19. 19. Beneath the surface, the audience is a social network.
  20. 20. In social networks, the influence of a few affects the many.
  21. 21. Persuade the right few and you’ll persuade the many.
  22. 22. Now the consumer is the “message and the messenger”.</li></ul>Yesterday: Target 100 to Reach 1<br />Today: Target 1 to Reach 100<br />14<br />
  23. 23. multifunctional flexible platform<br />Flexible Video Player<br />Viral Distribution<br />Content<br />Advertiser<br />UGC<br />Non Profits<br />Video Reviews<br />BRANDED<br />CONTENT<br />(Videos, Trailers & New Releases)<br />Push & Pull<br />Push<br />the<br />Activate<br />Compensate<br />Customizable<br />Transactional<br />Approvals<br />Compensation<br />Analytics<br />platform<br />Bebo, Friendster, Hi5 & Others<br />15<br />
  24. 24. custom video player<br />Advertisers program their Player in real time with 2 Call to Action Buttons that state the campaign objectives.<br />Customizable Pre-Roll and Post-Roll<br />Advertiser Controlled<br />Your Campaign & Company Name<br />Call to Action Button 2:<br />Can be designated per each individual or product within a campaign.<br />Call to Action Button 1<br />16<br />
  25. 25. flexible transactional player<br />non-profit<br />Program unique links<br />to individual donation<br />pages<br />brands<br />Incent fans for <br />sharing experiences<br />e-commerce<br />Recommend & <br />Reward<br />17<br /><ul><li>Find, Serve & Delight Customers everywhere
  26. 26. Shareable, Linkable Widget
  27. 27. FREE CPM/Gross Impressions
  28. 28. Incent Existing Behaviors</li></li></ul><li>live demos<br />18<br />Aids Walk NY<br />Movie Fone<br />Barack Obama<br />Amazon<br />Miley Cyrus – “7 Things” Music Video<br />
  29. 29. summary<br />Viral is not organic.<br />“Activate the Audience”<br />Make sure your viral videos are on “Trend”<br />Great Creative is essential<br />Enable & foster viral propagation thru the ability to interact & transact<br /> Remember Less is More & Keep it Short<br />And…<br />19<br />
  30. 30. Thank you!<br />For more information please contact:<br />Mark Romeo<br />adzoomi<br /><br />631-907-6008<br />