introduction to viral video
DESCRIPTION
A 3 part introduction to viral video I did as training for my agency. This presentation introduces the concept of viral video, how to create virality, measurement, and how mobile devices are going to determine the future of viral videos.TRANSCRIPT
AGENDA What is viral video Top 10 Videos 2010 Video Sites What it takes to go viral ($) Unflattering brand videos
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.
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
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
HOW TO MAKE IT VIRAL Title Optimization Thumbnail Optimization Release all videos simultaneously
HOW MUCH? $100k 1m paid views
Cherry-picked sites ex. Metacafe, Daily Motion,CollegeHumor
$10k ~ 20k 1m paid views
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.
RESULTS Twitter following + 2700% Facebook Interaction +800% Old Spice website traffic +300% Sales +107%
+55% in just 3 months after launch
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
AGENDA The Basics: Youtube Insights Visible Measures:
True Reach™ Engagement
Visible Measures on Old Spice Trends: Cost per view vs. CPM
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
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.
TRUE REACH™
1. Placement • Seeded • Viral
2. Views • Seeded • Viral
3. Sentiment Analysis Snapshot of 50 most
used comment terms
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.
CONCLUSION Define objectives, look at different
metrics accordingly Awareness -> Impressions Perception -> Sentiment Analysis Engagement ->Virulence Loyalty -> Views (user initiated)
MEASURE, ADJUST.
http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
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
CHOICE TO CONSUMER
http://www.reelseo.com/pool-says-give-users-video-ad-brand-choice-for-success/
CHOICE IMPROVES RESULTS
29 different formats, 43 different executions, >8,000 hours with industry peers, >230,000 hours with more than 25 million consumers.
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
AGGREGATOR APPS iPhone, iPad,
Android See all videos
trending over social networks
CHALLENGES Not enough viewers: Video vs. TV
171m vs. 290m
Lack of standard metrics Lack of Video agency on Record