give me a viral video

GIVE ME AVIRAL VIDEO

WOMMA Presentation

November 13, 2008

Josh Warner - President, Feed Company

Who is Feed Company?

Who is Feed Company?

Feed Company is a leader for

seeding videos on the Web for

major brand advertisers in the U.S.

What a viral video is?

What a viral video is?

It's a chance to engage your audience online...

What a viral video is not?

It's not pre-roll.

What a viral video is not?

It's not pre-roll.

What a viral video is not?

It's not spam...

It's not pre-roll.

What a viral video is not?

It's not spam...

It's not a commercial.

Myth

Myth

Viral just happens.

Myth

Viral just happens.

Not for brands, it doesn’t.

MythClick here to play video

Where we started.

Where we started.

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Where we started.

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Where we started.

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(199

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Where we started.

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Mys

pace

(200

3)

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(199

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Where we started.

Sunsc

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997)

Mys

pace

(200

3)

Bla

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Pro

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(199

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YouT

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(200

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Nap

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(199

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The Journey

Evolution of Dance

LonelyGirl15

Here It Goes Again

Yes We Can

Guys Backflip Into Jeans

The JourneyClick here to play video

WHAT NOW?

THE AUDIENCE

The Audience

“The only true currency in this world is what you

share with someone else.”

Lester Bangs, Music Critic

The Audience

What interests our audience?

The Audience

What interests our audience?

Everything.

The Audience

What interests our audience?

Everything.

They are students, teens, DJs, office workers, and

parents. They are stylish, intelligent, and will

embrace anything that inspires and appeals to them.

The Audience

The Audience

• Interacts with content online, on their terms.

The Audience

• Interacts with content online, on their terms.

• Discovers, shares, and promotes what they like.

The Audience

• Interacts with content online, on their terms.

• Discovers, shares, and promotes what they like.

• Is highly social and discriminating.

The Audience

THE CONTENT

Don't make an ad - entertain your audience, brand

and product recognition are secondary

The Content

Messing with Driving Instructors

Parrot

Click here to play video

The Content

It’s about a great concept, not always highly-

produced, “professional” content.

Guy Catches Glasses With Face

Ray Ban

Click here to play video

The Content

Keep it short. Get to the point.

Ball Girl

Gatorade

Click here to play video

The Content

Pick intriguing titles, thumbnails, and tags.

Diesel SFW XXX

Diesel

The Content

Be transparent. Don’t pretend to be something

you’re not, your audience is too smart for that.

White Gold - One Gallon Axe Music Video Premiere

Got Milk?

Click here to play video

Good Creative Is Social

Good Creative Is Social

Music Videos

Good Creative Is Social

Music Videos

Cause-related videos

Good Creative Is Social

Music Videos

Cause-related videos

Pre-release of traditional ads

THE STRATEGY

The StrategyPlanning. Give yourself enough time to research and

strategize your campaign roll-out.

The StrategyAudience Mapping and Targeting. Use multiple messages

for different audiences to drive reach and engagement.

The StrategyMarketing Blitz. Hit blogs, forums, and site features

all at once to drive exponential views.

White Gold #4 most viewed

of the day

The StrategyCross-promotion. Embed video in micro-site, social

networks, press-releases, email lists. Bring your

audience to your video so they promote for you.

The Strategy

Subtle brand connection. Make your brand link in

video subtly and elsewhere.

The Strategy

Strategize and time your reveal. It can be different

for different campaigns and even outlets.

Transparency In Messaging.

The Strategy

Transparency In Tags.

The Strategy

Episodic and niche content require a slow build

with hyper audience targeting and outreach

The Strategy

Campaign: Deloitte - Kid Fakes Job Interview

Target: 1st Year MBA Students at Top B Schools

Strategy: Seed link to MBA student & MBA

alumni blogs, school-hosted blogs & publications,

student club & organization officers, MBA

information hubs & sites.

Message MBA student group admins and users

on Facebook

The StrategyManage your client expectations. Avoid the word viral.

Use it to describe your success after it happens.

X

THE RESULT

Beyond the View

Beyond the View

The view is the defining metric for video seeding.

But other metrics are essential in establishing

reach and engagement.

Beyond the View

Mainstream Media Outlet Placements

Beyond the ViewMainstream Media Outlet Placements

Beyond the ViewVideo Site Feature Placements

Beyond the ViewTwitter

Famed Silicon Valley venture capitalist Guy

Kawasaki tweeted the video to his 18,831 followers

Beyond the ViewSocial Bookmarking - Digg

Beyond the ViewForum Thread Discussion

Beyond the ViewFeature Placement - National Cable

Current featured “Kid fakes job

interview” as one of the top five

viral videos of the day for

September 5, 2008.

Beyond the ViewFacebook Group Admin Messaging Examples

Beyond the ViewFacebook Group Admin Messaging

Email blast sent out to 700 members of MBA Facebook group

Beyond the ViewGoogle Search Results

Beyond the ViewYouTube Search Results

Viral video is a fad.

Creating engagement

and brand passion on

the Web through video

is just beginning.

The platforms for brand

reach have changed.

Traditionally brands

relied on pre-built media

audiences (TV, radio etc.)

Now brands must create

audiences on social

platforms and compete

with entertainment

content.

This is changing advertising.

Contact:Josh Warner

Feed Company

josh@feedcompany.com

323-469-3052