online video marketing

Your Brand and Viral Video

Spunlogic Lunch & LearnSeptember 25, 2007

Nalts, [email protected]

http://digiworldhanoi.vn

Goals for Today

Reaffirm potential of medium Dispel myths Show best & worst examples Discuss your challenges


Introduction

By day, I’m a career marketer MBA in high-tech

marketing 5 years at Johnson &

Johnson Currently Consumer

Product Director in pharmaceuticals

By night, an online video junkie More than 15 million

views on ~500 video shorts

7th most subscribed YouTube comedian

News appearances, producing TV show on viral videos.

Write blog and working book “Prophet of Online Video.”

Few Process Notes

No need for notes Will distribute deck (with links)

Focus on “earned” not “paid” Please interrupt If I’m getting academic, please

throw something


Challenges Brands Face

Is it appropriate for my brand? Will I lose control? Get slammed? How can I measure it? Will it scale? How will it impact sales?


What is Viral Video?

The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites.

Viral videos are often humorous in nature and may range from televised comedy sketches and unintentionally released amateur video clips.

Source: Wikipedia

5 Basic Tenants:

1. Short2. Edgy3. Funny4. Big Finish5. Topical

State of Online Video

While online video is not new, the channel has hit a rapid acceleration in the past 18 months

Startups like YouTube are becoming more popular than many traditional media sites.

Fifty-seven percent of online adults have used the internet to watch or download video, and 19% do so on a typical day.

(The Pew Internet & American Life Project)

Online Video Users & Spending

Still small part of media mix…

But reach & spending on rapid rise

Spending on sites like MySpace and Facebook will climb exponentially, rising from $900 million this year to $1.4 billion in 2008

Deborah Williamson, eMarketer senior analyst

SEM and Online Video

Landscape

YouTube

The Google of Online Video

Social Networking

Sites

(MySpace, Facebook)

Portals With Video Sites:

AOL, Google, Yahoo, MSN

2nd-Tier Video Sites:

Metacafe, Revver, Break, Veoh, Brightcove


Redefining YouTube

Vast majority view videos they receive from friends, or search for specific content.

But YouTube, at its heart, is a community that is built on video Defined rules Factions Core audience “lives” in YouTube

Convergence

Eventually, television and online-video will converge Already happening (On Demand,

AppleTV) My money is on Joost (founders of

Skype) For now, it doesn’t matter

It changes advertising mechanism But viral video tenants remain same

“Leaning Forward vs. Sitting Back”

Getting Millions of Views

Get lucky Create something

incredibly viral Be topical

Otherwise: Expect low views that build slowly Or “jump start” by leveraging creators

with built audiences

Ways to Play

Market research New channel for existing content

Create videos, post and pray Run contest Pay for video ads Partner with creators Participate in community events

It Won’t Always Be Positive

Losing Control

7 Deadly Marketing Sins

1. Make brown and white cow

2. Pretend you’re not advertising3. Spend a fortune on production4. Tell consumers instead of engage 5. Do a video contest because

everyone else is6. Set unrealistic conversion metrics7. Give up and advertise

Prevailing Myths

Online video is a new channel.

Quality of the video is what determines its popularity.

Online video marketing is about contests.

"Tagging" my video with keywords will get them seen

Paying for a well-produced video will increase my brand's ROI.

After consumers watch my videos, they'll visit my site and buy.

I can post my brand videos on my website to get them seen.

We'll never really measure the impact of online video.

Mentos

Dramatic sales increase when “Diet Soda & Mentos” phenomenon started.

EepyBird made $50K on Revver alone.

Next phase: partnering with known creators to move past “Geyser.”


Contests


Video Contests: Benefit & Risks

Benefits Engages

customers Free production Great PR

Risks Lot of work Can be expensive Good and bad What if nobody

participates?

Secret Contest Tips

Not every brand is right for a contest.

Lose the giant grand prize.

Choose your partners wisely and avoid a disposable website.

Promotion is where most contests fail.

Fish where the fish are. Know that good

contestants will evaluate a return on their time investment.

Consider identifying some known video creators and asking them to “seed” entries and promote the contest.

Be mindful of the fact that people will scan the first posted entries to make their determination about entering.

Timing is everything.

Partnering with “Weblebrities”

Proven entertainment value Reduce risk of over promotion Strong affinity with audience View guarantee Cost efficient

Everything You Need to Know

Align strategy and tactics Partner carefully

Agencies Contest sites Creators

Get internal “buy-in” on risks Measure comprehensively Leverage creators with audience

What Now? Tuesday Morning…

See What They’re Already Saying Search YouTube for brand name Subscribe to “tags” with your product name Consider Buzzmetrics or other web audit

Get involved: Spend time on sites Familiarize yourself with top creators

Stay on top of trends Willvideoforfood.com, TheDailyReel

If video makes sense, get buy-in from your senior leadership. Risks, benefits Performance metrics

Resources

Spending increases http://www.adweek.com/aw

/magazine/article_display.jsp?vnu_content_id=1003645281

AOL/Yahoo Study http://

adage.com/digital/article?article_id=120616

Demographics and stats http://

www.emarketer.com/Article.aspx?id=1004105

eMarketer Online video report

http://www.emarketer.com/Reports/All/Emarketer_2000457.aspx?src=report_head_info_sitesearch

Wikipedia on Viral Video http://

en.wikipedia.org/wiki/Viral_video

My blog (willvideoforfood.com):

http://nalts.wordpress.com/ My videos:

http://www.kevinnalts.com TheDailyReel

http://www.thedailyreel.com

XLNTADS http://www.xlntads.com

Video Examples

Farting in Public http://

www.youtube.com/watch?v=O3ejlkzDCuc

Tea Party http://www.youtube.co

m/watch?v=PTU2He2BIc0

Dove http://

www.youtube.com/watch?v=iYhCn0jf46U

What Revver Did http://

www.youtube.com/watch?v=JkeBQgyM8uI

Heinz http://youtube.com/wat

ch?v=S8fbVQFLTI0 Mentos EepyBird

http://one.revver.com/watch/27335

XLNTADs http://

www.xlntads.com/creators/view.php?user=nalts

Poor Man’s GPS http://

www.youtube.com/watch?v=-GsHnxykLok
