SlideShare a Scribd company logo
Welcome
 to the launch of
• CEO
• PhD in Multimedia,
  Germany
• 7 yrs Multimedia
  Science Leader, CSIRO
• W3C Invited Expert
  New Online Media
  Standards
• Mozilla Video
  Accessibility Expert
• CTO
• Expert highly available
  and scalable
  infrastructure
• Co-Founder and R&D
  Manager Bulletproof
  Networks
• Founded 2006
• Video in social
  networks
• Technology
• Know-How
Demo
Social video

   why
  we care
50 times more
      likely
     to rank
on the first page
           According to Forrester, Jan 2009
Top 10 Social Websites
                     Most visited social
1.    YouTube
                     websites Jan 2009
2.    MySpace
3.    Facebook
4.    Bebo
5.    Black Planet
6.    Tagged
7.    Imeem
8.    Hi5
9.    Orkut
10.   Digg

                        According to Ranking.com
Australia in 2008
• 0.32% of world population
• 1.3% of online world population

• 2.6% of video uploads to YouTube
• Over 3M unique monthly views
According to Hitwise, Apr 2008
             Hitwise,
YouTube
channel
Video      Video Wall
 Channel
                  Carousel
Mosaic                Video
                      SEO
Contests Publishing

  Sponsored    Embeddable
  Videos       Playlists
Promoted
Companion Videos
Banners
                     InVideo
InStream             Overlays
Ads      Advertising
 Partner    Homepage
 Program    Ad
Viral
Videos
widespread
popularity
Recent Viral Ad
Viral Video Ads
•   TVC
•   Short-form, funny
•   Competition
•   Dark viral video
•   Long-form, short-film-style
TVC
Top 5 TVC on YouTube
Funny short-form

             Launched on
             14th January
             +3 outtakes
Case study: Durex
 2.3M views top copy
 35 copies on YT
 copies on 20 other sites
According to Viral Video Chart, 16th Marc 2009
According to Google Insights, 16th March 2009
Competition
Case Study: Best Job in the World

35K applications
 > 200 countries
$1.7M global marketing strategy
 >$70M worth of publicity
156K views on ad
241K views on islands video
Dark viral
Case Study: Man in the Jacket

200K views
 1,071 comments
 6 video responses

120% increase in Witchery
 Website views in first week
“Coming Clean”


             Witchery
             follow-on

             • 43K views
             • 101 comments
Sins to avoid
1. Be dishonest - pretend you’re not
   advertising
2. Underestimate the intelligence of your
   audience
3. Tell consumers instead of engage
4. Do what everyone else is currently
   doing, e.g. video contest
Another dark viral
Launched on 7th Jan
exposed within
  a few days
150 blogs
Long-form ad
Case Study: Pantene Chrysalis
Launched in September 2008
Thai TVC “Shine”
Across 8 social video sites
A dozen copies on YouTube
Main has 405K views, 160K from others
178K on Metacafe
36K on Yahoo Video
In Summary

 every stage
      of
your campaign
Research

 consumer &
media insights
Strategic Plan

timing, impact &
      cost
Implementation

  seeding &
  video SEO
Promotion

optimising
 impact
Monitoring

statistics,
control &
 reports
Questions?


silvia.pfeiffer@vquence.com

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