All it needs is the final slide with the lot of us on it!

1. GOING VIRAL
a brief examination of viral marketing techniques

2. What is viral video?

3. ‘Viral video’ refers to video
clip content that gains
widespread popularity
through the process of
Internet sharing, typically
through blogs and other
media-sharing websites.

4. In 2005
was born.

5. We are a culture of voyeurs. We
love to look, and we especially
love to look at other people. We
primarily like sensational events
because they are so unusual, but
even sometimes just looking at
the mundane can be quite
fascinating.
Timothy Shary
Screen Studies Professor,
Clark University

6. a lot of viral videos gain
momentum through
social network sharing

7. how are marketers
making use of
viral video?
made a back-flipped
ridiculous into their
baseball catch jeans

8. Viral marketing describes any
strategy that encourages individuals
to pass on a marketing message to
others, creating the potential for
exponential growth in the
message’s exposure and influence.
Like viruses, such strategies
take advantage of rapid
multiplication to explode the
message to thousands, to
millions.
Dr Ralph Wilson
(cited by Kirby and Marsden)

9. what attracts
advertisers to
viral marketing?
economics it gives traditional advertising
campaigns longevity
it beats
mass exposure consumer
apathy
it turns passive viewers credibility through
it enhances brand
into active audiencesconsumer endorsement

10. $ advertisers paid $100,000
US a second in the 2011
£ 45,000 for a full page colour ad in the
$ one
page
in
costs
$165,232
US

11. there’s a broad audience
television
advertising so people are
cons not necessarily interested
in the product,
and sometimes
don’t pay attention
to the ad
which makes it
expensive

14. the very act of
spreading the
message
to one's social
network
constitutes an
endorsement
of the brand, which
enhances its
credibility
in the eyes of
a successful viral
the receiver
promotion can reach Chiu et al
millions.

16. A viral video done
right can foster
stronger
relationships
between people and
brands.
We're pleased with
Dedric Choi the results we've
seen and we're
Vice President of
Strategy & Analysis optimistic we'll see
continued growth
in the future.
Our clients are interested
in the social effect and
sharing potential of online
video content because it
provides a more
meaningful interaction and
an organic and relevant
distribution of that Hashem Bajwa
content. Digital Strategy Director
Goodby, Silverstein & Partners

17. a survey of 40 executives
at top U.S. ad agencies
and media buying firms
reported that
according to
72.1% 86% Lindstrom
of clients were of clients had nearly one third
&
interested in created at least of all brands
using viral video one video in worldwide have
as a part of the first eight tried the viral
their marketing months of 2008 video approach
campaigns

18. The real media value
of quality viral video is
unmatched by paid
media for one reason.
It's time and attention the viewer
has voluntarily given to the brand
versus the time and attention
a brand has to pay for.
The quality of those two engagements
are completely different.
In comparison, a paid impression
Greg Andersen
Director of Engagement Planning
has only fractional value. BBH, USA

21. only 20% of
problems
clips
get more than
500 views
with viral marketing
of those, only 1%
get more than
500,000 views
which means that
there’s plenty of
room for failure
plus, consumers
often don’t like
being marketed to

23. . RICO
the first video went
.
live in late 2010
his key purpose was
to promote Air New
.
Zealand’s new sky couch
the mascot earned himself
.
over 51,000 Facebook fans
over a one year period, Rico
earned ANZ more than 4.5
million Youtube views

25. “
As a small airline at the bottom of
the world we haven’t had the
budgets to take a traditional marketing
approach to gain awareness of these
award-winning product innovations.
“
Thanks to Rico they have had
fantastic exposure in our core
international markets and beyond.
Jodi Williams
Air New Zealand
“
International Market Manager
Global awareness about the airline is at an
all time high due to is world-leading
products and innovations…and its unique
approach to gaining awareness through
“
non-traditional marketing channels.
Air New Zealand
2011

27. ALEX DAY
.
Vlogger/Musician
. vlogs as "Nerimon".
.
he has 500,000 subscribers.
he posts one video a week,
with each upload commonly
getting between 200,000
.
and 300,000 views each.
thanks to viral marketing on Youtube, the Brit’s first single debuted
.
at #4 in the UK, selling over 50,000 copies in the week leading up
to Christmas, 2011. He outranked Coldplay and X-Factor contestants.
the music video for “Forever Yours”, has nearly 4 million views.

28. .
vlogs through the
Youtube channel
.
"VlogBrothers", with
his brother Hank
Green.
.
650,000 subscribers
their videos regularly
.
get more than 200,000
views
.
the brothers upload at
.
least twice per week
“The Fault in our Stars“ JOHN GREEN
heavy fan involvement Vlogger/Author

29. Overall, viral video
can be seen as a
highly effective
marketing method,
when used correctly.

30. it’s cheap jumps in brand awareness
don’t always turn into sales
it creates
active viewers and there’s plenty of
it gives independents
a fighting chance
but.. room for failure

31. the positives
far outweigh
the negatives
viral video marketing
is clearly a very cost
effective and often
successful way to market
to audiences in today’s
media-saturated world