1.You Tube, Viral Videos and How to Blend-in Business Susan Fant www.susanfant.com / www.castlesandsllc.com / www.fernweb.org These Slides are for Educational Purposes Only The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2013

2. You Tube Did not invent video sharing as a practice and did not revolutionize broadcasting. It did put it all in one place, with an accessible platform, and fed a tribe or community of people. 3. You Tube Novelties Ranking & Popularity principles rule YouTubes platform architecture Pioneered Streaming Video YouTube is best known for the following: Streamed content Uploading video Social networking abilities 4. User Generated Content Fits in with the star discovery trend (American Idol 2000s) and the Americas Funniest Home Videos (1980s) franchises. User content is becoming professionalized YouTube is moving from the user as a participant to the user as a viewer 5. Viral Videos and Business Helps sell a product in a non-traditional way Uses the power of videos to tell stories Creates a multiple hook connection into consumers. Interacts with the consumer (forced push interaction) and the consumer then spreads the information through their own networks. 6. Most Recent Example: Carrie (2013)http://www.youtube.com/watch?v=VlOxlSOr3_M 7. Viral Videos and Quickness You have to be ready for the videos outcomes you have to have a website that can handle the new traffic, be prepared to answer comments (or have people answering comments for you) and you have to know that views and reviews happen quickly. Example: Carrie (2013) YouTube Clip Posted Oct. 7th October 9th (today) has over 19.82 million views 8. BlendTec: Will It Blend?!http://www.youtube.com/watch?v=l0sbiSlyKtw 9. How Does BlendTec Work? In 2006: $100 in startup costs In 2008: Retail sales up 700% Oct. 9, 2013: 134 Videos 227,685,590 views 663,238 subscribers 10. Will it Blends YouTube Successhttp://www.socialens.com/wpcontent/uploads/2009/04/20090127_case_blendtec11.pdf 11. Analyze: Will it Blend? 12. Blendtec Facebook 13. Blendtec Pinterest 14. Questions?