viral video - itu talk, autumn 2013

VIDEOITU

Senior Advisor Marta Karolina OlsenOctober 2013

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• What online video is

• What works virally

• Videotypes

• Wrapping up with 5 pieces of advise

PURPOSE IS TO INSPIRE ON

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var året vi kom til verden2002

Vi deler lokaler med:

PRÆSENTATION AF ADVICE DIGITAL A/S

mio. kr. i omsætning ca.23

specialister i User experience18

kollegaer på Gammel Kongevej

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What is online video

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Hvor mange kommercielle budskaber modtager vi hver dag?

Can you remember one new commecial message you’ve been exposed to within the last 24 hours?

In 24 hours, Danes in average don’t remember the commecial messages we’ve been exposed to

An employee recieves more than 200 messages daily – internally

* Steve Yastrow, 2008

Guess how many commecial messages we recieve daily? Answer: 5000

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An alternative or cognitive variant to text

Gives a sense of personal depth

Shows that the organization consists of people

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… Often with a duration between 30 sek. - 2 min., unless it communicates knowledge.

… One video, one message

… One video, one central rhetorical grip or gimmick … One video, one visual concept

… One video, one target group

…. Searchable (tags, titles, text)

The best video is…

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What worksvirally

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What news do we share on Twitter and Facebook

Source: overskrift.dk / 2011-2012

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90% af netbrugere verden over stoler på anbefalinger fra folk de kender, mens 70% angiver, at de stoler på anbefalinger, som de har læst på nettet. 47% stoler på radio, TV og aviser mens kun 14% stoler på traditionel reklame.

Kilde: Nielsen Online

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Illustration inspireret af http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/

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• Humor

• Surprise

• Insights – be the first to know

• Documentation

• The digital coffee break

• Community building

• A personal perspective, possibly from a different side and using authenticity as an aesthetic grip

• Works a cross digital platforms

The viral engine

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Videotypes

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(Surprisingly) fun

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Visuals

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Cats

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Hearty

http://www.youtube.com/watch?v=pqHWAE8GDEk

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Cover

http://www.youtube.com/watch?v=KaOC9danxNo

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Cover

http://www.youtube.com/watch?v=n5b6RwjyeIo

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Could it be true

http://www.youtube.com/watch?v=JR_naKxLEPc

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Could it be true

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Behind the scenes

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Personal / testemonials

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Sneak peak

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Product

http://www.youtube.com/watch?v=qg1ckCkm8YI

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What do you get

http://vine.co/v/b52DvxmdKZt

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# Create a story line with one climax

# Involve users and be ready to redo

# One message to one target group

5 pieces of advise to start with

# Decide on a matching videotype and rhetorical grip or gimmick

# Get in to the technicalities

QUESTIONS? Q

THANKS

Venlig hilsen

Marta Karolina Olsen, Advice Digital A/S

marta.karolina.olsen@advicedigital.dk

dk.linkedin.com/in/martakarolinaolsen

Kommunikationsforum.dk/marta-karolina-olsen