give me a viral video
DESCRIPTION
Presentation given by Josh Warner, president of video seeding company Feed Company at WOMMA Conference in Las Vegas About Feed Company Feed Company is the video seeding company social brands rely on to get video exposed to users on top blogs, video sites, mobile platforms, and social networks. Our ability to guarantee millions of user-initiated views and social engagements make us the first choice for Fortune 500 companies and their ad and media agencies.TRANSCRIPT
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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Bla
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Pro
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(199
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Where we started.
Sunsc
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997)
Bla
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Pro
ject
(199
9)
Nap
ster
(199
9)
Where we started.
Sunsc
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997)
Mys
pace
(200
3)
Bla
ir W
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Pro
ject
(199
9)
Nap
ster
(199
9)
Where we started.
Sunsc
reen
spee
ch (1
997)
Mys
pace
(200
3)
Bla
ir W
itch
Pro
ject
(199
9)
YouT
ube
(200
5)
Nap
ster
(199
9)
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
323-469-3052