Introduction to Viral Video

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A 3 part introduction to viral video I did as training for my agency. This presentation introduces the concept of viral video, how to create virality, measurement, and how mobile devices are going to determine the future of viral videos.

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Introduction to Viral Video

  1. 1. RUTHONGVIRALVIDEOruth.ong@gmail.com  6/19/12
  2. 2. AGENDA   What is viral video   Top 10 Videos 2010   Video Sites   What it takes to go viral ($)   Unflattering brand videosruth.ong@gmail.com 
  3. 3. WHAT IS VIRAL VIDEO? A video that becomes popular without having any traditional advertising to support it Viral videos are passed around via email, Internet sites and cell phones. In effect, the general public becomes the driver of the videos immense popularity.ruth.ong@gmail.com 
  4. 4. ruth.ong@gmail.com 
  5. 5. ruth.ong@gmail.com 
  6. 6. WHERE ARE VIDEOSHOSTED?ruth.ong@gmail.com 
  7. 7. WHAT MAKES VIRALCONTENT?Jonathan Small, senior VP- editorial at Break Media:   Funny   Sexy   Ow   Wow h0p://www.dan.ag/how‐to‐make‐your‐branded‐video‐go‐truly‐viral ruth.ong@gmail.com 
  8. 8. ruth.ong@gmail.com 
  9. 9. ruth.ong@gmail.com 
  10. 10. Wow Funny Wow Funny Sexy Wow Wow Wow Wowruth.ong@gmail.com 
  11. 11. HOW TO MAKE IT VIRAL   Getting onto ‘Most Viewed’ page   Blogs – Pay them to post   Forums – Create multiple accounts   Facebook/Myspace   Email   Converse with yourself   Strategic Tagging/ Generic Taggingruth.ong@gmail.com 
  12. 12. HOW TO MAKE IT VIRAL   Title Optimization   Thumbnail Optimization   Release all videos simultaneouslyruth.ong@gmail.com 
  13. 13. HOW MUCH?   $100k  1m paid views   Cherry-picked sites ex. Metacafe, Daily Motion,CollegeHumor   $10k ~ 20k  1m paid viewsruth.ong@gmail.com 
  14. 14. UNFLATTERINGVIDEOSruth.ong@gmail.com 
  15. 15. UNFLATTERINGVIDEOS   The YouTube video was posted on July 6. It amassed 150,000 views within one day, prompting United to contact Carroll saying it hoped to right the wrong.   Rob Bradford, Uniteds managing director of customer solutions, telephoned Carroll to apologize for the foul-up and to ask if the carrier could use the video internally for training.   Bob Taylor, owner of Taylor Guitars, immediately offered Carroll two guitars and other props for his second video   The song hit #1 on the iTunes Music Store the week following its release.   The Times reported that the belated compensation offer of $3,000 which was donated by United to the Thelonious Monk Institute of Jazz as a "gesture of goodwill" failed to undo the damage done to its image.   In December 2009, Time magazine named "United Breaks Guitars" #7 on its list of the Top 10 Viral Videos of 2009.ruth.ong@gmail.com 
  16. 16. INTEGRATEDCAMPAIGNSFEAT.VIRAL VIDEO:OLD SPICEruth.ong@gmail.com  6/19/12
  17. 17. HIT VIDEOS: CELEBSruth.ong@gmail.com 
  18. 18. RESULTS #1 All Time Most Viewed Branded Channelruth.ong@gmail.com 
  19. 19. RESULTS   Twitter following + 2700%   Facebook Interaction +800%   Old Spice website traffic +300%   Sales +107%   +55% in just 3 months after launchruth.ong@gmail.com 
  20. 20. RESPONSE -  fan made videos -  comments on YouTube, Twitter and Facebook.ruth.ong@gmail.com 
  21. 21. WHY IT WORKED   Strategy: Target Females too   Use of Viral Influencers   Integrated Channels Feed Virulence   Aspirational Character: Funny, Sexy, Manly   Virulence >Cool> Permissible to Like & Buyruth.ong@gmail.com 
  22. 22. FUTUREruth.ong@gmail.com 
  23. 23. VIDEO METRICS:MORETHAN JUSTIMPRESSIONSruth.ong@gmail.com  6/19/12
  24. 24. AGENDA   The Basics: Youtube Insights   Visible Measures:   True Reach™   Engagement   Visible Measures on Old Spice   Trends: Cost per view vs. CPMruth.ong@gmail.com 
  25. 25. COMMON METRICS   Complete Plays   Plays   Full Screen   Replays   Interaction Rate   Stops   Interactions   Unmutes   Mid Point   View Rate   Mutes   View Time   Pauses OMD Measurements 6/19/12 ruth.ong@gmail.com 
  26. 26. YOUTUBE INSIGHTSruth.ong@gmail.com 
  27. 27. DEMOGRAPHICSruth.ong@gmail.com 
  28. 28. COMMUNITY ENGAGMruth.ong@gmail.com 
  29. 29. DISCOVERYruth.ong@gmail.com 
  30. 30. HOT SPOTSruth.ong@gmail.com 
  31. 31. 3RD PARTY VIDEOMEASUREMENTruth.ong@gmail.com 
  32. 32.   Founded 2005   3rd party specialized video reportingruth.ong@gmail.com 
  33. 33. TRUE REACH™ruth.ong@gmail.com 
  34. 34. TRUE REACH™ True Reach™ measurement quantifies the total audience that has been exposed to a viral video campaign, no matter where the campaign videos travel online. True Reach measurement combines data from brand-driven seeded video placements with results from community-driven viral video placements - spoofs, parodies, mashups, and more. This metric is powered by our Viral Reach Database, a constantly growing analytic data repository covering more than 200 million unique videos from across over 150 different online video sharing destinations.ruth.ong@gmail.com 
  35. 35. TRUE REACH™1. Placement 2.  Views 3.  Sentiment •  Seeded •  Seeded Analysis •  Viral •  Viral Snapshot of 50 most used comment termsruth.ong@gmail.com 
  36. 36. ENGAGEMENTruth.ong@gmail.com 
  37. 37. ENGAGEMENT   Initial Attention   All videos exhibit drop off after initial seconds. Is your video exciting enough?   Average Attention   Allows comparision between your video portfolio   Captivation   ‘Hotspots’ where audience is rewinding. Identify such compelling videos to merchandise accordingly.ruth.ong@gmail.com 
  38. 38. VISIBLE MEASURES XOLD SPICEruth.ong@gmail.com 
  39. 39. VISIBLE MEASURES XOLD SPICEruth.ong@gmail.com 
  40. 40. TRENDS: CPVruth.ong@gmail.com 
  41. 41. CONCLUSION   Define objectives, look at different metrics accordingly   Awareness -> Impressions   Perception -> Sentiment Analysis   Engagement ->Virulence   Loyalty -> Views (user initiated)ruth.ong@gmail.com 
  42. 42. MEASURE, ADJUST.http://darmano.typepad.com/logic_emotion/2008/10/unconventional.htmlruth.ong@gmail.com 
  43. 43. NEAR FUTURE OF VIDEO:SPOIL FOR TCHOICEruth.ong@gmail.com  6/19/12
  44. 44. AGENDA   Choice to the Consumer   Content is King   Rise of Long Form Video   Multiscreen   Internet Streaming on Big Screen TV   Small Screens: Mobile   Hyperlocal Customized Video   Challengesruth.ong@gmail.com 
  45. 45. CHOICE TO CONSUMERhttp://www.reelseo.com/pool-says-give-users-video-ad-brand-choice-for-success/ruth.ong@gmail.com 
  46. 46. CHOICE IMPROVESRESULTS29 different formats, 43 different executions, >8,000 hours with industry peers,>230,000 hours with more than 25 million consumers.ruth.ong@gmail.com 
  47. 47. CHOICE, VIRULENCE,METRICS VSruth.ong@gmail.com 
  48. 48. MOBILE APPS   Highlight Cam   shoot video while taking in impurities, clashing sound   focus on most important parts from the perspective of the shooter   This app cannot be used with turning on Location Servicesruth.ong@gmail.com 
  49. 49. MOBILE APP   Upload from phone to social network   Tagging   Distribute via email & MMSruth.ong@gmail.com 
  50. 50. AGGREGATOR APPS   iPhone, iPad, Android   See all videos trending over social networksruth.ong@gmail.com 
  51. 51. HYPERLOCALruth.ong@gmail.com 
  52. 52. CHALLENGESruth.ong@gmail.com 
  53. 53. CHALLENGES   Not enough viewers: Video vs. TV   171m vs. 290m   Lack of standard metrics   Lack of Video agency on Recordruth.ong@gmail.com 

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