The document discusses strategies for creating and promoting viral videos. It covers:
1. The importance of creating high-quality, engaging content that resonates with the target audience.
2. Using social media outreach and sharing to spread the video through relevant communities in an organic way.
3. The risks of using bots, incentivized views, or seeding to artificially generate views, which often have low engagement and can be detected.
4. Employing data and analytics to understand the audience and competition to optimize video performance and metadata.
5. Leveraging paid YouTube advertising strategically alongside organic sharing to further exposure in a cost-effective manner.
6. The role of
Pixability Presentation FutureM 2013 Mythbusting: Engineering a Viral VideoPixability
Presentation at FutureM Boston 2013.
Spoiler: We don't recommend trying to do viral. It's not good for your brand, your marketing dollars, and your career.
Marjorie Kase led discussion on the fundamentals and immense value of social media for business during her presentation to BDPA Los Angeles chapter on April 10, 2010.
This talk explores the theory and practice of designing a Bible study experience so that the distinctive property of digital media–interactivity at scale–enhances rather than constrains the participant’s agency, or ability to act. We’ll discuss how people’s psychological needs for competence, relatedness, and autonomy affect their approach to and expectations of the Bible and church life, and how developers can support these needs by considering agency during the design process. We’ll also look at a specific application that HarperCollins Christian Publishing has developed to put these ideas into practice and promote agency in the context of daily Bible reading, explaining how and why we transformed a product that wasn’t a good fit for print into one that feels digitally native.
Pixability Presentation FutureM 2013 Mythbusting: Engineering a Viral VideoPixability
Presentation at FutureM Boston 2013.
Spoiler: We don't recommend trying to do viral. It's not good for your brand, your marketing dollars, and your career.
Marjorie Kase led discussion on the fundamentals and immense value of social media for business during her presentation to BDPA Los Angeles chapter on April 10, 2010.
This talk explores the theory and practice of designing a Bible study experience so that the distinctive property of digital media–interactivity at scale–enhances rather than constrains the participant’s agency, or ability to act. We’ll discuss how people’s psychological needs for competence, relatedness, and autonomy affect their approach to and expectations of the Bible and church life, and how developers can support these needs by considering agency during the design process. We’ll also look at a specific application that HarperCollins Christian Publishing has developed to put these ideas into practice and promote agency in the context of daily Bible reading, explaining how and why we transformed a product that wasn’t a good fit for print into one that feels digitally native.
Social Media Strategies and Tactics for BusinessSweb Development
In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve.
This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.
The Content Marketing in 5 Easy Steps presentation was delivered as a webinar by Susan Gunelius for Brainshark.com on April 11, 2012 and features information from two of her popular books, "Content Marketing for Dummies" and "30-Minute Social Media Marketing.".
Marketing and Social Business: Make sure my business can be found online and ...Elizabeth Quintanilla, MBA
Marketing and Social Business: Make sure my business can be found online and on Social Media!
Slides from July 13th presentation at EGBI in Austin, TX on Marketing, Social Media for ensuring that all the attendees small businesses can be found using their target keywords. Discusses SEO, blogging, email marketing, Social Media, and Elizabeth Quintanilla - Marketing Gunslinger special sauce! After all, Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations.
Note: Image Source for Slide 2: http://www.brickmarketing.com/blog/earned-media.htm
Tagged with:
Social Business, Marketing, Social media, Austin Texas, SEO, Email Marketing, Blog
How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.
Workshop: Community Hacking (Johor, January 2018)Laís de Oliveira
How to bring people together around a product, place or idea.
Learn concepts from customer development, lean branding, and content design to build a raving community of users and build a strong team.
Communities have the power to move people. What if you could identify and gather all the people who genuinely care about what you’re doing?
It is relevant if you are in business, looking to grow a loyal customers base, build better teams or become an industry leader.
It also matters if you are an astrophysicist looking for validation to your equations or a real estate developer trying to move people into your new township, it doesn’t matter. It doesn't matter if you’re a lonely activist, a poet craving for readers or a single mother looking for homeschooling advice.
If you’re doing anything that adds value to the world, you need people around it. You need a community.
What if you could own the process of design, engineering, and creation of your community?
Knowledge Circle - The Impact Equation - Business Books ClubViriya Thach
Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.
This presentation provides examples of how social media tools such as blogs, LinkedIn and Twitter can be used to market/sell your business. But social media has implications beyond marketing and sales. It impacts PR, HR, IT and more.
A presentation to kick off the Indiana Public Relations Leadership Summit, Indianapolis, IN on 4/1/11.
Focuses on key elements to consider in five areas: brand, social media, content, media channels and change.
Pixability - Mythbusting: Engineering a Viral VideoFutureM
FutureM 2013 session with Pixability.
Speaker:
Bettina Hein
Founder and CEO, Pixability, Inc.
No matter how you do the math, there’s no ROI on a video with no views. You just have to make your video go ‘viral’, right? But counting on a video to go viral is not so different from planning your income from lottery scratch ticket returns. Virality on YouTube is often misunderstood and myths abound. It’s a properly engineered video that drives views, amplifies content sharing, and generates widespread community interaction. Look behind the scenes of recent video hits with Bettina Hein, CEO of Pixability, as she discusses the importance of content planning, digital strategy, metadata, seeding, humor, production, community, social, analytics and YouTube in making videos viral.
Bill flitter content marketing now conf_2012_distribution_strategy_day1dlvr.it
Bill Flitter, CEO & Co-founder of dlvr.it, explains how to create a successful content distribution program. #contentnow Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com
Leverage earned and owned media to create effective paid media programsdlvr.it
Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works.
Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.
This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.
Social Media Strategies and Tactics for BusinessSweb Development
In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve.
This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.
The Content Marketing in 5 Easy Steps presentation was delivered as a webinar by Susan Gunelius for Brainshark.com on April 11, 2012 and features information from two of her popular books, "Content Marketing for Dummies" and "30-Minute Social Media Marketing.".
Marketing and Social Business: Make sure my business can be found online and ...Elizabeth Quintanilla, MBA
Marketing and Social Business: Make sure my business can be found online and on Social Media!
Slides from July 13th presentation at EGBI in Austin, TX on Marketing, Social Media for ensuring that all the attendees small businesses can be found using their target keywords. Discusses SEO, blogging, email marketing, Social Media, and Elizabeth Quintanilla - Marketing Gunslinger special sauce! After all, Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations.
Note: Image Source for Slide 2: http://www.brickmarketing.com/blog/earned-media.htm
Tagged with:
Social Business, Marketing, Social media, Austin Texas, SEO, Email Marketing, Blog
How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.
Workshop: Community Hacking (Johor, January 2018)Laís de Oliveira
How to bring people together around a product, place or idea.
Learn concepts from customer development, lean branding, and content design to build a raving community of users and build a strong team.
Communities have the power to move people. What if you could identify and gather all the people who genuinely care about what you’re doing?
It is relevant if you are in business, looking to grow a loyal customers base, build better teams or become an industry leader.
It also matters if you are an astrophysicist looking for validation to your equations or a real estate developer trying to move people into your new township, it doesn’t matter. It doesn't matter if you’re a lonely activist, a poet craving for readers or a single mother looking for homeschooling advice.
If you’re doing anything that adds value to the world, you need people around it. You need a community.
What if you could own the process of design, engineering, and creation of your community?
Knowledge Circle - The Impact Equation - Business Books ClubViriya Thach
Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.
This presentation provides examples of how social media tools such as blogs, LinkedIn and Twitter can be used to market/sell your business. But social media has implications beyond marketing and sales. It impacts PR, HR, IT and more.
A presentation to kick off the Indiana Public Relations Leadership Summit, Indianapolis, IN on 4/1/11.
Focuses on key elements to consider in five areas: brand, social media, content, media channels and change.
Pixability - Mythbusting: Engineering a Viral VideoFutureM
FutureM 2013 session with Pixability.
Speaker:
Bettina Hein
Founder and CEO, Pixability, Inc.
No matter how you do the math, there’s no ROI on a video with no views. You just have to make your video go ‘viral’, right? But counting on a video to go viral is not so different from planning your income from lottery scratch ticket returns. Virality on YouTube is often misunderstood and myths abound. It’s a properly engineered video that drives views, amplifies content sharing, and generates widespread community interaction. Look behind the scenes of recent video hits with Bettina Hein, CEO of Pixability, as she discusses the importance of content planning, digital strategy, metadata, seeding, humor, production, community, social, analytics and YouTube in making videos viral.
Bill flitter content marketing now conf_2012_distribution_strategy_day1dlvr.it
Bill Flitter, CEO & Co-founder of dlvr.it, explains how to create a successful content distribution program. #contentnow Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com
Leverage earned and owned media to create effective paid media programsdlvr.it
Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works.
Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.
This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.
echogravity builds communities and success stories for not-for-profits as one of it's areas of expertise. This slide deck explains the foundation of building a community that thrives for your cause.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Create impact with a powerhouse social strategyJD Lasica
How do you get traction with your social media efforts? Your organization needs to begin with a strategy and a set of business goals.
JD Lasica is giving this presentation at Blackbaud's BBCon conference in Washington, DC, on Oct. 4, 2011.
This Cause Marketing presentation provides an overview, best examples and strategic recommendations.
It was written for Frontrunner's 'Cross Link' meetup in TriBeCa NYC.
Join CrossLink at www.meetup.com/crosslink
Find Frontrunner on Facebook!
Full report available at: http://pixvid.tv/1erXLtF - With our powerful video marketing software and team of YouTube experts, Pixability recently completed the marketing and media industry's most comprehensive study of the world's top 100 global brands and their use of YouTube as a marketing and advertising platform. Analyzing 1,378 channels, more than 250,000 videos, and over 9.5 billion views, we were able to distill critical lessons that are applicable to other global brands, eCommerce companies, and their agencies. The study also reveals major, striking shifts in the use of online video. Digital marketing and advertising professionals will not only find these movements important to their strategy, but they will also find the lessons immediately applicable to their execution.
PixTV 26: 50 Shades of YouTube - Dominating Your Competition with Video Conte...Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/TmUV4W
When marketer Anastasia Steele goes to YouTube, she encounters a business vehicle that is beautiful, brilliant, and intimidating. The unworldly, innocent Ana is startled to realize she wants YouTube, despite its enigmatic reserve, and finds she is desperate to get close to YouTube content marketing and YouTube advertising. Unable to resist Ana’s quiet beauty, wit, and independent spirit, YouTube wants her, too.
OK, time to put down the steamy romance novel. We’re going to collapse 50 shades of YouTube down to 2: YouTube content marketing and YouTube advertising. That’s all you need to know to drive dominating video campaigns in short order. In less than one hour, Pixability will share its world-class YouTube expertise and give you an actionable playlist. Stop looking for Christian Grey and start looking for raving fans on YouTube.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
PixTV 25: YouTube Advertising - 5 and a Half Things Brands, Marketers, and Ag...Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/VWUMDo
We know more than a few things about YouTube Advertising. In fact, we’ve put together some powerful and effective campaigns that delivered results 500% higher than our closest competition. We also know that most marketers and agencies just aren’t doing it right. Good thing we can help.
In this hard-hitting, no-fluff webinar, we’ll show you how to:
-Incorporate organic optimization to accelerate paid search
-Execute effective advertising and seeding strategies
-Determine which ad formats work best
-Move from broadcast mentality to hyper-targeting
-Avoid ad-buying scams and black hat techniques
So, what’s the ½? Sign up and you’ll learn more about the critical piece that ties it all together.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
PixTV 23: YouTube for Marketers. From Killer Content to Astonishing Adwords.Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/Xy0zfi
YouTube has been around for years now, but many marketers skip it when developing their marketing strategy. That's too bad because YouTube can be a powerful tool for businesses to get seen. Theresa Moore and Rob Ciampa will be tackling the questions every YouTube marketer faces when developing a video strategy (hint: it's not all about production). From social marketing to AdWords, they will show you how to build a real audience and keep it.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
Pixability TV Episode 22: The 7 Habits of Highly Effective YouTube Marketers-...Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/XAgJWr
The top brands are top performers for a reason, but that doesn't mean they do everything right, and it doesn't mean you can't learn from them. We've analyzed the video marketing data from the top 100 brands; from their YouTube effectiveness to their search result performance. We've distilled the surprising results into 7 regular, actionable habits any marketer can adopt to improve their own video marketing strategy.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
PixTV 21 Want More Views and Action? Do YouTube Right.Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/WgdOoQ
YouTube is the #1 video platform – by a mile. And it keeps getting better. It’s also an extremely powerful marketing platform. Together, you and YouTube become a marketing machine where regular and increasing views drive more business. Skeptical? We’re not. Not only have we analyzed more business YouTube channels than any other company on the planet, but we’ve also created and reengineered many more. We know what works.
For this webinar, we’ll share our research and distill effective YouTube strategy. We’re going to teach you how to do YouTube right, combining platform best practices with YouTube marketing essentials. It's a winning combo that's guaranteed to get both your views and business up.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
Pixability TV Episode 16: No More Cats on Skateboards: Effective YouTube Stra...Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/Xy1FrJ
YouTube is one of the most powerful business marketing tools available today. Unfortunately, most companies do a lousy job using it. Too many organizations simply upload videos to YouTube, do nothing to leverage the power of the platform, and then complain loudly when nothing happens. Unlike posting videos of your favorite family pet doing something whimsical, you must take a different approach when using YouTube for business. The results can be dramatic.
This webinar examines the art and science of effective online video marketing with YouTube. The results are based on our experience with hundreds of users and our industry-leading studies of 3,000 YouTube businesses.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
2. What is a viral video?
Wikipedia:
"A viral video is a video that becomes popular through
the process of Internet sharing, typically through video
sharing websites, social media and email.”
Why should marketers care?
FREE Awareness?
FREE Views? 2
3. The Whole Hog of A Viral Video
Brain Ribs
Tail
Heart
Underbelly
3
4. Agenda
The whole hog of a viral video
• Heart: creating good content
• Ribs: social outreach and sharing
• Underbelly: robots and incentivized views
• Brain: engineering it with data
• Right Feed: paid YouTube ads
• Tail: luck
4
9. Good content is often a steady view earner
• Know your targets intimately
• Example: Build Direct from Canada
9
10. Steady view earners deliver better ROI
• Know your targets intimately
• Example: Build Direct from Canada
10
11. The Ribs: Social Outreach and Sharing
Brain Ribs
Tail
Heart
Underbelly
11
12. Real virality is often smaller
541,296 times
shared on
Facebook
12
13. The ribs: social outreach and sharing
Passionate Cross-
Relevance Subscribers Participation
Enthusiasts pollination
Connecting to your real target audience
Make relevant content
Lobby tastemakers and find passionate enthusiasts
Build subscribership
Encourage participation
Use cross-pollination of email, FB, Twitter, Pinterest, G+
13
14. Seeding promises
“Get your video seen by the right people.”
“We generate millions of monthly opt-in views on
social networks, mobile devices and YouTube.”
“We use proprietary technology to turn target
audiences into engaged viewers and engaged
viewers into customers.”
14
15. Caveat emptor: Seeding can be seedy
A supposedly “organic”
blog post generated by a
seeding campaign.
“…XYZ — the viral
video house behind
this clip. XYZ knows.
Shop at XYZ.”
15
16. What are you getting when you seed?
Click-through rates for
a seeded campaign:
Views: 284,894
Click-throughs: 17
CTR: 0.006%
Compare to average
YouTube ad
CTR: 3.5%
16
24. Understand the audience and competition
Look at metrics on:
• Audience size
• Most popular content
types and sub topics
• Social media
reactions
• Viewer sentiment
• Traffic Sources
24
25. Metadata: what matters and why
• Titles
• Tags
• Descriptions
• Target links
• Annotations
25
27. The Right Feed: Paid Ads
Brain Ribs
Tail
Heart
Underbelly
Feed
27
28. Paid, owned and earned media work together
Promoted
Video Ad
YouTube Ads YouTube Channel Social Sharing
Much more cost- A video channel Build a community
effective than TV and that you own and around your video
online display ads control fully content
Website
Driving conversions
through highly qualified
website traffic
28
29. YouTube ad placements: Choose carefully
Best practices:
1. Use varying formats (search,
in-display, pre-roll)
2. No need to stick to 30-
second spots
3. Use time of day according to
target
4. Geographic focus if
necessary
5. Don’t always optimize for
direct website clicks
29
33. Engineering results: It all works together
Organic YouTube Traffic
Pre-campaign Campaign
Channel subscriber growth
Pre-campaign Campaign
33
34. Summary
• Heart: Know your audience before you create
• Ribs: Share the passion and seed carefully
• Underbelly: Don’t do it
• Brain: Track and clone yourself to success
• Right Feed: YouTube ads done right are
worth it
• Tail: Be ready when luck happens
34
35. Get this presentation?
Go to pixability.com/sxsw2013
• Bettina Hein, Founder and CEO
Email: hein@pixability.com
Phone: (617) 395 1461
@bettinahein
• Rob Ciampa, VP Sales & Marketing
Email: rob@pixability.com
Phone: (617) 774-9600
@robciampa
35
36. YouTube Advertising: How It Works
1. Select: 2. Place: 3. Call to Action:
Choose one or Put ads where Users can click through
several of your YouTube your target audience to your website for more
videos as ads. already is. information.
Value for money: Charged per engaged video view, not per click or
impression
Extremely flexible: Various cost per view (CPV) ranges available
depending on format and targeting
36
38. When should you buy incentivized views?
• Never to inflate
views
• Awareness only
– do not expect
any action
• When there is a
good match of
demographic
• Example:
promotion of
video game
launch on
gaming site
38
Editor's Notes
This is NOT actually a viral videoHeineken paid for these views
In the real world, most marketers have to earn their audience. You can still get a ‘viral’ effect or free views if you produce content that people care about. This is a really small online building materials company from Canada that is giving Lowes and The Home Depot a run for their money.No, a simple video that caters EXACTLY to the needs of your audience is much more important. Kevin Doohan from Machinima will tell you more:Machinima may not have the largest audience, but they know their young male audience better than anyone.
Free exposure to the right audience: Slow burners are better than spiking and then crashing and burning
For example, haul channels frequently do give-aways of productsAnswer relevant questions: how to apply certain make-up, how to solve home improvement quandries
What is seeding?
One of our customers sprang for a seeding campaign. Any they got lots of views: almost 300k but only 17 clicked through to their site. The average YT ad campaign gets you 3.5% click-through.Beware when someone tells you that they’ll get this done for youMany operators pay people to blog about your video and include the video in the postsIs social sharing an end in itself? Even if those shares are happening in Hungary?
Read quotesThese sites pay people that are desperate to earn a few bucks to watch you videos. Is this really the kind of audience that you want?Mention Facebook games – in game advertising might work if you are advertising snack food or a new game. Just be watchful about the demographics.
So how
How many people are watching?How are people finding your content?Who is watching?How in-depth is the content that they are watching?
Go slower here….How do I find out what the right content for my audience is? You don’t necessarily have day-long creative forest retreats to find out what works, you can look at audience data (like our Caffeine software) to find out what people are watching
So earlier I dissed certain types of paid views. Does that mean you shouldn’t pay for views? NOOO. But if you do it, YouTube is a unique ecosystemItallows for marketers to do precise targetingIt allows you to use your paid media spend to very deliberately increase the organic part of a brand’s video strategy.Promoted views fuel your earned media views by making these videos rank higher under ‘recommended videos’Those views drive more viewers to your channel, thereby increasing your views even more
Example: beer ad at 6 am?
Mentos
Add Mentos
Incredible and on-brand message
Does it have to be Gangnam Style to be successful?