HOW CAN WE MAKE IT GO

“VIRAL?”

Let’s ask “The New Dork”

Video Platforms Vimeo

YouTube

Ustream (live)

More integration with Facebook

Why is Video is Important Lady Gaga 1 Billion

views! Is this the future of mainstream media?

Consumers spend more time online than watching TV

71% of adults use video-sharing platforms

Funny videos overtake news in online viewing

Increase in viewing and recording video with mobile devices

Cutting back on cable, viewing more online

Socialnomics

Benefit of Video for PR?

Video for PR Sharable.

Often abstract, NOT an ad

Instructional, Educational, Entertaining

Not shown on TV: niche audiences, controversial

DOVE & Motrin Moms

Often uses “quick-and-dirty” production techniques.

Contests

Testimonials

Tours

Product Demos

Responses

Interviews

Event, spot reporting

Old PR vs PR 2.0

Old and Busted New Hotness

VNR(B-Roll)

Satellite Media Tour

Multimedia Release

Webinars and Interactive Chats

Product Demos Step-by-Step

Branded Channel

Integrated into Facebook

Not overt sales: friendly, simple advice

“Gotcha” and Gripe Videos

Gotcha videos include this one of a FedEx employee disregarding the handle with care instructions on a delivery.

Dominos employees posted a video on YouTube showing unsanitary “pranks” in a North Carolina Store.

Responses and Transparency

FedEx

Both organizations used video to respond to the crises. Was this effective?

Curated and User/Fan-Created Content User-generated

content

Selected and hosted by the organization

User-generated, curated by corporate

Curated and User/Fan-Created Content

Organizational Use of Video

Organizational content that mimics user content

“Bike Hero”

Kevin in Indiana, or Activision in North Hollywood?

Deceptive or Interactive? "We wanted people to first figure out that it was

something in the marketing realm and then dig in and have more of the conversation that we're having about how it was done, have people figure out where all the cutting points were, where there was potentially CGI, and engage with that. It's not meant to be deceptive. It's meant to be fun." Brad Jakeman, Activision's chief creative officer.

What do you think? Was this clever, or deceptive? Did they go too far?

Military Public Affairs Navy USS WASP

Navy flight squadron Sun Kings sing Hey Ya

How do you think these videos reflect on the U.S. Navy? One is produced by the organization, and one is user-generated. What’s the difference in tone?

University Promotions Flash Mobs: Grassroots or …

University Promotions Tool?

UNC Chapel Hill Library Flash Mob

How can an organization participate in a trend without intruding in an online community?

Here’s a video created by my former students that was used by admissions to attract potential students.

Trinity dorms “Cribs”

University Promotions Berkeley YouTube

Channel

USC Channel USC Cinematic Arts

I Gotta Feeling Montreal lip dub

More “traditional” video can be useful & sharable, too.