3 ingredients to make your video go viral

Todd Marks President & CEO

Mindgrub Technologies [email protected]

3 Ingredients to Make Your Video Go Viral

Vince Buscemi VP OperationsMindgrub Technologies [email protected]

3 Ingredients to Make Your Video Go Viral

What does being ‘viral’ mean?

How do we share content?

Where do we share content?

The FLU factor of viral videos

User-generated viral videos

Business generated viral videos

Your Viral Video?

What does being ‘viral’ mean?

Definition of Viral Phenomenon

The concept of something, other than a biological virus, being viral came into vogue just after the Internet became widely popular in the mid-to-late 1990s.

An object, even a immaterial object, is considered to be viral when it has the ability to spread copies of itself or change other similar objects to become more like itself when those objects are simply exposed to the viral object.

(Wikipedia)

Definition of Viral Marketing

Refers to marketing techniques that use social networks to increase brand awareness –OR- to achieve other marketing objectives (such as product sales) through self-replicating viral processes.

It can be word-of-mouth delivered or enhanced by the network effects of the Internet.

(Wikipedia)

Definition of Viral Marketing

The Goal for Marketers

The goal of marketers creating successful viral campaigns is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being taken by another competitor.

(Wikipedia)

Definition of Viral Video

A Viral Video - Simply put: is any video that's passed electronically, from person to person, regardless of its content and means in which it is spread across your network.

How do we share content? (Dawn of the Internet)

How do we share content?

• Word of mouth

• Email attachments

• Blogs and Discussion Boards

• Embedded videos (YouTube / Vimeo)

• Social Networks

• Twitter

• Facebook

• Viral Video Sites (FunnyorDie.com)

All Your Base Are Belong To Us


The phrase came from a Flash based animation that was poorly translated from Japanese into English. This became one of the first most widely spread videos on the internet.

The FLU Factor

The FLU Factor

F = Feeling (emotional connection)

L = Life (actor/situation is real)

U = Unique (new, different)

The FLU Factor

F = Feeling (emotional connection)

Humorous

Shocking

Scared

Sad

So unbelievable you keep watching it

The FLU Factor

L = Life (actor/situation perceived as real)

Real people doing…

Real situations in…

Real scenarios that…

The viewer can relate to and understand.

The FLU Factor

U = Unique (new, different)

First time witnessing it

First time a situation happens

Situation/Scenario is varied from normal

Out of context situations in normal situations.

Insert

The Two Main Types of Viral Videos

• User-generated

• Business-generated

User Generated Videos

v


User-generated content• Started as a home movie converted to a

digital format and distributed.

• Real people doing real things in real scenarios.

• Authentic, unscripted, and (most of the time) embarrassing to the person in the video.

• Can be created specifically for shock value.

The Star Wars Kid

Star Wars Kid

A Canadian student made a video of himself swinging an object around as a weapon.

The video was filmed at his high school studio. The tape was left by accident, discovered and uploaded to the internet becoming a viral video.

Edited versions of the video were created, adding Star Wars music, text, and lightsaber effects.

As of November 27, 2006 it was estimated by The Viral Factory that the video had been viewed over 900 million times.

Star Wars Kid

http://www.youtube.com/watch?v=HPPj6viIBmU



The Star Wars Kid(The Edited Versions)

Star Wars Kid :: Edited Versions

Shortly thereafter edited versions of the video were created, adding Star Wars music, text, and lightsaber lighting and sound effects.

As of November 27, 2006 it was estimated by The Viral Factory that the video had been viewed over 900 million times.

INSERT VIDEO HERE

Star Wars Kid :: Edited Version

http://www.youtube.com/watch?v=UWeJundZa3A

David After Dentist

David After Dentist

Dad films son in car after visit to dentist.

David is still noticeably high and delusional from the drugs used by dentist. He is making outrageous noises and talking nonsense.

Users had mixed emotions about the video

Some found it funny and shared it

Others found it disturbing and called the Dad reckless for not only posting it, but capturing it on video in the first place

INSERT VIDEO HERE

David After Dentist

http://www.youtube.com/watch?v=Mor1dL9YDb0

Domino’s Employee Video


Two Domino’s Employees decided to make a prank video of themselves doing gross and disgusting things to a pizza being delivered to customers

They decided to upload the video to YouTube and within a couple days reached over 1 Million views.

The story was picked up by local and national news

Domino’s fired the employees and brought them up on felony charges.

INSERT VIDEO HERE


http://www.youtube.com/results?search_query=Dominos+Employee+Video&aq=f


Domino’s took a completely wrong approach to the situation.

They didn’t publicly acknowledge it and hoped that in time it would just go away.

Domino’s didn’t count on the power of social networking and the speed at which the video was being shared.

Several weeks later Domino’s decided to make a video in response.

Business Generated Videos


1) Business-generated content• Be shareable like user-generated content.

• Entice interest in company and/or brand.

• Highlight a product, service, or brand.

• Engage the audience and community.

• Make it real, make it relevant

National Aquarium in Baltimore


During the Baltimore Ravens playoff run in 2009, the National Aquarium decided to show support from "other" Baltimore based birds.

They captured various birds at the Aquarium knocking over other NFL teams mascots, tearing up paper with their name on it.

Quickly spread within the Baltimore social networking scene Through twitter and Facebook

INSERT VIDEO HERE


http://www.youtube.com/watch?v=2HkBDhmKs4s

OK GOThe Treadmill Music Video

OK GO :: The Treadmill Music Video

The band OK GO recorded a music video for their song “Here It Goes Again” which featured them doing a choreographed routine with treadmills.

Video was viewed more than 1 Million times in the first 6 days of it’s released instantly skyrocketing the song, the album and the band.

They performed a live version of the video at the MTV Music Video awards.

Other videos surfaced of people replicating the routine.

INSERT VIDEO HERE

OK GO :: The Treadmill Music Video

http://www.youtube.com/watch?v=XJulhGUh8vU

Terry Tate Office Linebacker


Video was made for Reebok which shows a “Lawrece Taylor” type NFL linebacker as an office monitor.

First debuted at Super Bowl XXXVII in 2003.

Scenario is a real office setting with situations most of working America can relate to.

Was an instant success on the internet with millions of views in the weeks following the Super Bowl.

Prompted Reebok to create a series of Terry Tate themed videos

INSERT VIDEO HERE


http://www.youtube.com/watch?v=RzToNo7A-94&feature=related

Your Viral Video

Your Viral Video

• Remember Viral = the FLU

•Feeling: Does your video create an emotion that others can relate to and want to share?

•Life: Does your video contain real life situations and scenarios that others can relate and share?

•Unique: Is your video something fresh and different that has never been done before creating a buzz that makes users want to share it within their network and beyond?

Insert

Rick Astley - Never Gonna Give You Up

http://www.youtube.com/watch?v=dQw4w9WgXcQ

Todd Marks President & CEO

Mindgrub Technologies [email protected]

Vince Buscemi VP OperationsMindgrub Technologies [email protected]

Questions?(www.mindgrub.com/NAB)

(www.twitter.com/mindgrub)

3 ingredients to make your video go viral

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