introduction to viral video

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RUTH ONG VIRAL VIDEO

6/19/12

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AGENDA   What is viral video   Top 10 Videos 2010   Video Sites   What it takes to go viral ($)   Unflattering brand videos

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WHAT IS VIRAL VIDEO?

A video that becomes popular without having any traditional advertising to support it

Viral videos are passed around via email, Internet sites and cell phones. In effect, the general public becomes the driver of the video's immense popularity.

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WHERE ARE VIDEOS HOSTED?

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WHAT MAKES VIRAL CONTENT?

Jonathan Small, senior VP-editorial at Break Media:

  Funny   Sexy   Ow   Wow

h0p://www.dan.ag/how‐to‐make‐your‐branded‐video‐go‐truly‐viral 

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Wow Funny Wow

Funny Sexy Wow

Wow Wow Wow

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HOW TO MAKE IT VIRAL   Getting onto ‘Most Viewed’ page

  Blogs – Pay them to post   Forums – Create multiple accounts   Facebook/Myspace   Email

  Converse with yourself   Strategic Tagging/ Generic Tagging

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HOW TO MAKE IT VIRAL   Title Optimization   Thumbnail Optimization   Release all videos simultaneously

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HOW MUCH?   $100k 1m paid views

  Cherry-picked sites ex. Metacafe, Daily Motion,CollegeHumor

  $10k ~ 20k 1m paid views

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UNFLATTERING VIDEOS

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UNFLATTERING VIDEOS

  The YouTube video was posted on July 6. It amassed 150,000 views within one day, prompting United to contact Carroll saying it hoped to right the wrong.

  Rob Bradford, United's managing director of customer solutions, telephoned Carroll to apologize for the foul-up and to ask if the carrier could use the video internally for training.

  Bob Taylor, owner of Taylor Guitars, immediately offered Carroll two guitars and other props for his second video

  The song hit #1 on the iTunes Music Store the week following its release.

  The Times reported that the belated compensation offer of $3,000 which was donated by United to the Thelonious Monk Institute of Jazz as a "gesture of goodwill" failed to undo the damage done to its image.

  In December 2009, Time magazine named "United Breaks Guitars" #7 on its list of the Top 10 Viral Videos of 2009.

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INTEGRATED CAMPAIGNS FEAT. VIRAL VIDEO: OLD SPICE

6/19/12

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HIT VIDEOS: CELEBS

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RESULTS #1 All Time Most Viewed Branded Channel

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RESULTS   Twitter following + 2700%   Facebook Interaction +800%   Old Spice website traffic +300%   Sales +107%

  +55% in just 3 months after launch

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RESPONSE -  fan made videos -  comments on YouTube, Twitter and Facebook.

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WHY IT WORKED   Strategy: Target Females too   Use of Viral Influencers   Integrated Channels Feed Virulence   Aspirational Character:

Funny, Sexy, Manly   Virulence >Cool>

Permissible to Like & Buy

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FUTURE

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VIDEO METRICS: MORE THAN JUST IMPRESSIONS

6/19/12

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AGENDA   The Basics: Youtube Insights   Visible Measures:

  True Reach™   Engagement

  Visible Measures on Old Spice   Trends: Cost per view vs. CPM

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COMMON METRICS   Complete Plays   Full Screen   Interaction Rate   Interactions   Mid Point   Mutes   Pauses

  Plays   Replays   Stops   Unmutes   View Rate   View Time

6/19/12 

OMD Measurements

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YOUTUBE INSIGHTS

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DEMOGRAPHICS

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COMMUNITY ENGAGM

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DISCOVERY

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HOT SPOTS

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3RD PARTY VIDEO MEASUREMENT

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  Founded 2005   3rd party specialized video reporting

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TRUE REACH™

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TRUE REACH™ True Reach™ measurement quantifies the total

audience that has been exposed to a viral video campaign, no matter where the campaign videos travel online. True Reach measurement combines data from brand-driven seeded video placements with results from community-driven viral video placements - spoofs, parodies, mashups, and more. This metric is powered by our Viral Reach Database, a constantly growing analytic data repository covering more than 200 million unique videos from across over 150 different online video sharing destinations.

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TRUE REACH™

1. Placement •  Seeded •  Viral

2.  Views •  Seeded •  Viral

3.  Sentiment Analysis Snapshot of 50 most

used comment terms

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ENGAGEMENT

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ENGAGEMENT   Initial Attention

  All videos exhibit drop off after initial seconds. Is your video exciting enough?

  Average Attention   Allows comparision between your video

portfolio   Captivation

  ‘Hotspots’ where audience is rewinding. Identify such compelling videos to merchandise accordingly.

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VISIBLE MEASURES X OLD SPICE

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VISIBLE MEASURES X OLD SPICE

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TRENDS: CPV

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CONCLUSION   Define objectives, look at different

metrics accordingly   Awareness -> Impressions   Perception -> Sentiment Analysis   Engagement ->Virulence   Loyalty -> Views (user initiated)

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MEASURE, ADJUST.

http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html

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NEAR FUTURE OF VIDEO: SPOILT FOR CHOICE

6/19/12

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AGENDA   Choice to the Consumer   Content is King   Rise of Long Form Video   Multiscreen

  Internet Streaming on Big Screen TV   Small Screens: Mobile

  Hyperlocal Customized Video   Challenges

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CHOICE TO CONSUMER

http://www.reelseo.com/pool-says-give-users-video-ad-brand-choice-for-success/

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CHOICE IMPROVES RESULTS

29 different formats, 43 different executions, >8,000 hours with industry peers, >230,000 hours with more than 25 million consumers.

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CHOICE, VIRULENCE, METRICS

VS

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MOBILE APPS   Highlight Cam

  shoot video while taking in impurities, clashing sound

  focus on most important parts from the perspective of the shooter

  This app cannot be used with turning on Location Services

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MOBILE APP   Upload from

phone to social network

  Tagging   Distribute via

email & MMS

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AGGREGATOR APPS   iPhone, iPad,

Android   See all videos

trending over social networks

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HYPERLOCAL

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CHALLENGES

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CHALLENGES   Not enough viewers: Video vs. TV

  171m vs. 290m

  Lack of standard metrics   Lack of Video agency on Record