Group 7

IMPACT OF VIRAL VIDEOS ON

ORGANISATIONS VALUE, CLIENT

PERCEPTIONS AND BUSINESS REACTION

Introduction & BackgroundViral Videos as a low-cost advertising strategy

Viral Videos used to blemish organisational reputation

Can the impact and effects of viral videos be measured?

Additional uses of viral videos

AGENDA

WWW contained videos since its inception in 1991 First pornography, then comedy clips

These clips were mostly uploaded via FTP or shared via Email

One of the fi rst Viral Video/Animation was Dancing BabyWith the emergence of cellphone cameras today‘s age of

Viral Videos beganwww.shareyourworld.com was the fi rst platform that

allowed users to upload content It paved the way for YouTube and Co.Defi nition:

Viral videos are videos that are created by users and uploaded to sharing platforms such as YouTube (seeding). There the seeding audience watches this video and shares it with friends, colleagues and other acquainted individuals via mostly other social networks such as Facebook, LinkedIn, MySpace, blogs, forums, etc.

INTRODUCTION & BACKGROUND

Viral Videos / Marketing influences customer behaviour more than any other advertising method (Word-of-Mouth to World-of-Mouth)

Viral advertising allows brands to interact with customers through targeted communication channels.

Dove “Real Beauty” Campaign was launched as a viral campaign of 75 sec. It received 2.3 million visits in the fi rst 10 days. The campaign received three times more traffi c than a any previous 30 sec TV ad of Dove VIDEO

Greenpeace answered to this campaign on Earth Day with another video about Palm Oil VIDEO

VIRAL VIDEOS AS A LOW-COST ADVERTISING STRATEGY

Advantages Disadvantages

Low cost of reaching the client The viral spread is uncontrolled

The viral spread is free of charge The viral video can be modified (mutated) and can lead to deformation if intentional

No need for professional or expensive tools to create an effective viral video

The viral existence on the Internet is of unlimited duration

It is possible to attain a high level of trust, vale, position and brand knowledge

The lack of interest in the viral resulting from wrong distribution – false alert

Likely to reach consumers that are immune to traditional advertising

Impossible to measure the viral existence on the Internet

Can attract a large audience in a short period of time

Lack of legislative regulation concerning viral marketing

ADVANTAGES & DISADVANTAGES

Guidelines & Key Points for organisations to answer to viral bashing and how they may recover from online viral brand attacks: HUMILITY LISTEN ACT IMMEDIATELY UNFOUNDED BRAND ATTACKS VALID ACCUSATIONS KEEP NEGATIVE PAGES AWAY FROM THE SEARCH ENGINES UPHOLD COMMUNICATION STAY ENGAGED IN CONVERSATION SHOW GENUINE CONCERN BE PREPARED FOR BRAND ATTACKS

TURNING BAD PUBLICITY INTO AN ADVANTAGE

At the current state it is still very diffi cult to measure the impact and spread of a viral video campaign

There are tools that allow the user to monitor certain things but as soon as a video is downloaded and then shared and not shared directly through API‘s or embedding it becomes diffi cult

Possible tool is a survey just after e.g. a negative video is released (Domino‘s pizza) to see the response from the consumers and compare to sales in/decrease

CAN THE IMPACT AND EFFECTS OF VIRAL VIDEOS BE MEASURED?

Promote the visibility of your band and organisation portfolio

Promote a product or service Promote and market events Recruitment medium Bring about social or political changes Satirise public figures Create attention around disaster fund generation

causes e.g. Tsunami Showcase your creative skills Make people, laugh, cry, think or react

ADDITIONAL USES

Thank