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Online Video: Viral to Branding

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The evolution from viral video campaigs to branded video destinations. Platforms that enable digital media management, delivery and monetization.

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Online Video: Viral to Branding

  1. 1. Online Video: From Viral Campaigns to Branding Strategy <ul><li>Peter Contardo/Shaun Pope </li></ul><ul><li>Endavo Media and Communications, Inc. </li></ul><ul><li>1-877-843-7242 x-83 </li></ul><ul><li>www.EndavoMedia.com </li></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  2. 2. Video: Market Outlook <ul><li>Next year more than 50% of the US population will watch video online. (Recent eMarketer Research) </li></ul><ul><li>U.S. Internet users viewed more than 12 billion online videos during May 2008, representing an increase of 45 percent versus last year (thecomScore’s research) </li></ul><ul><li>80% of companies are planning to dramatically increase their budgets for internet related marketing, with many reporting up to a 33.8% increase in their online marketing budgets ( BtoB’s 2008 Marketing Priorities & Plans Survey ) </li></ul><ul><li>The Kelsey Group says, online video market will grow to between US$4 billion and US$7 billion by 2012 </li></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  3. 3. Video: Marketing Drivers <ul><li>Ability to quickly engage viewers and draw them into your product offering </li></ul><ul><li>Has the ability to more accurately position your companies true value </li></ul><ul><li>Branding: puts a face/voice to the message, more emotive response, greater recall </li></ul><ul><li>Differentiates your company from the competition </li></ul><ul><li>Audience building, viral/social marketing features: share with a friend, comment, rate, etc. </li></ul><ul><li>Utilizing UGV social networks like YouTube are only part of the solution, traffic is not the only value </li></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  4. 4. 3 Approaches to Online Video <ul><li>#1 Buzz/Viral Marketers: Make videos, slap on your logo/URL and upload to social video networks like YouTube, et al </li></ul><ul><ul><li>Risk: low control, little ability to target market, no monetization, competing content, credibility, no viewer engagement, manual process for inducing video on your existing website </li></ul></ul><ul><ul><li>Reward: highly viral, built in audience, drive traffic, search friendly, increased brand awareness, minimal to no cost </li></ul></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  5. 5. 3 Approaches to Online Video <ul><li>#2 Pro-sumer Model : Include social video network player “embed code” in your blog or website, or establish “channel” within network </li></ul><ul><ul><li>Risk: </li></ul></ul><ul><ul><ul><li>Moderate control, broad audience, no monetization, off-brand delivery, credibility, manual to include videos on your site </li></ul></ul></ul><ul><ul><li>Reward: </li></ul></ul><ul><ul><ul><li>Highly viral, audience, drive traffic, minimal cost, some user engagement with RSS feeds, general brand exposure </li></ul></ul></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  6. 6. 3 Approaches to Online Video <ul><li>#3 Brand Marketers: Integrate video into your overall marketing mix, create a branded, self-contained destination to drive target audiences (YourBrandTV.com) </li></ul><ul><ul><li>Risk: </li></ul></ul><ul><ul><ul><li>Requires commitment and investment (ROI, measurement) </li></ul></ul></ul><ul><ul><ul><li>If I build it will they come? (still need lead gen) </li></ul></ul></ul><ul><ul><ul><li>Cost of ongoing video content development </li></ul></ul></ul><ul><ul><li>Reward </li></ul></ul><ul><ul><ul><li>Total control, consistent branding, scalable, surrounded by other relevant content, ability to monetize (ads, cross-selling, subscription models), build community membership, user submitted contests, more…. </li></ul></ul></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  7. 7. Case Study: Dancing Matt <ul><li>Known for his viral videos that show him dancing in front of various international landmarks and street scenes </li></ul><ul><li>The first video was uploaded to Matt’s website for friends and family to enjoy </li></ul><ul><li>The video was passed around by e-mail and eventually became &quot;viral&quot;, getting over 20,000 hits a day - before the launch of major video sharing sites </li></ul><ul><li>His second video has been watched almost 11,000,000 times on YouTube and his YouTube channel is ranked &quot;#92 - Most Subscribed (All Time) - Directors“ </li></ul><ul><li>In 2006 Matt accepted sponsorship by Stride - a gum brand </li></ul><ul><li>His videos are now on his own site wherethehellismatt.com and on www.stridegum.com </li></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  8. 8. Dancing Matt on YouTube AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  9. 9. Dancing Matt on wherethehellismatt.com AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  10. 10. Dancing Matt on Stride®’s Website AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  11. 11. Why: YourBrandTV.com <ul><li>More control than UGV social network sites, e.g., YouTube </li></ul><ul><li>Brings viewership on to your properties; better analytics and engagement with your audience. </li></ul><ul><li>Flexibility to monetize viewership, e.g. ads, e-commerce, branding, product education and premium “paid” content. </li></ul><ul><li>More consistent brand experience, linking to other media and/or marketing assets delivers increased awareness </li></ul><ul><li>Allows for community membership, registration allows for ongoing communications </li></ul><ul><li>Creates a more interactive and media rich destination to drive viral video traffic to (use YouTube and other social video networks as audience building tool for your branded video site) </li></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  12. 12. IKEA: Educating customers to increase sales AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  13. 13. The Metropolitan Opera: Showcasing the product - Extending the reach AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  14. 14. PriceWaterhouseCoopers: Communicating with potential clients AMA Tampa Bay.New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  15. 15. Sacred Heart University: Adding credibility AMA Tampa Bay.New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  16. 16. American Eagle: Branded entertainment – building brand AMA Tampa Bay.New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  17. 17. Video: Campaign Planning <ul><li>Establish clear goal/purpose of your video marketing initiatives </li></ul><ul><ul><li>Educate, sell product, brand awareness, entertain, ad placement. </li></ul></ul><ul><li>Evaluate the challenges of creating compelling video content, not all subject matter lends itself easily to video </li></ul><ul><li>Select partners to help answer questions and provide guidance </li></ul><ul><ul><li>Video production studios, interactive agencies, video platform providers </li></ul></ul><ul><li>Determine build vs. buy issues (which is best for you?) </li></ul><ul><li>Estimate ongoing costs and include them within you overall marketing budget… think long-term, video requires commitment </li></ul><ul><li>Be prepared to measure video marketing campaigns in new ways </li></ul><ul><li>How will you manage scaling issues for “audience” and “content” </li></ul>AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  18. 18. Branded Video: Topography Internet TV Platform Audience Content Sponsorship: Ads, Subscription, Branding AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com
  19. 19. <ul><li>Content Storage and Management </li></ul><ul><li>Publishing Workflow Efficiency </li></ul><ul><li>Distribution, Campaigning and Syndication </li></ul><ul><li>Command & Control </li></ul><ul><li>Customized Players and Branded Interface </li></ul><ul><li>Advertising/Sponsorship </li></ul><ul><li>Real-Time Stats and Analytics </li></ul><ul><li>Transaction, Account and User Management </li></ul><ul><li>“ New Media” Network </li></ul>Endavo Media Internet TV Platform
  20. 20. <ul><li>Artists, Producers, Promoters </li></ul><ul><li>“ New Media” Firms </li></ul><ul><li>Content Aggregators and Distributors </li></ul><ul><li>Enterprise </li></ul><ul><li>Brands </li></ul><ul><li>Non-profit Organizations </li></ul><ul><li>Radio and TV professional Broadcasters </li></ul><ul><li>Network Service Providers </li></ul>Who Uses Internet TV Platforms? AMA Tampa Bay, New Media SIG - Online Video: From Viral Campaigns to Branding Strategy - EndavoMedia.com

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