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Your Brand and Viral Video
Spunlogic Lunch & Learn
September 25, 2007
Nalts, willvideoforfood
[email protected]
Goals for Today
Reaffirm potential of medium
Dispel myths
Show best & worst examples
Discuss your challenges
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Introduction
By day, I’m a career By night, an online video
marketer junkie
MBA in hightech More than 15 million
marketing views on ~500 video
5 years at Johnson & shorts
Johnson 7th most subscribed
Currently Consumer YouTube comedian
Product Director in News appearances,
pharmaceuticals producing TV show on
viral videos.
Write blog and working
book “Prophet of Online
Video.”
Few Process Notes
No need for notes
Will distribute deck (with links)
Focus on “earned” not “paid”
Please interrupt
If I’m getting academic, please throw
something
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Challenges Brands Face
Is it appropriate for my brand?
Will I lose control? Get slammed?
How can I measure it?
Will it scale?
How will it impact sales?
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What is Viral Video?
The term viral video refers to
video clip content which
gains widespread popularity
through the process of
Internet sharing, typically
through email or IM
messages, blogs and other
media sharing websites.
Viral videos are often
humorous in nature and may
range from televised comedy
sketches and unintentionally
released amateur video clips.
5 Basic Tenants:
1. Short
2. Edgy
3. Funny
4. Big Finish
5. Topical
Source: Wikipedia
State of Online Video
While online video is not new, the channel has hit
a rapid acceleration in the past 18 months
Startups like YouTube are becoming more
popular than many traditional media sites.
Fiftyseven percent of online adults have used
the internet to watch or download video, and
19% do so on a typical day.
(The Pew Internet & American Life Project)
Online Video Users & Spending
Still small part of media mix…
But reach & spending on rapid rise
Spending on sites like MySpace and
Facebook will climb exponentially, rising
from $900 million this year to $1.4 billion in
2008
Deborah Williamson, eMarketer senior analyst
SEM and Online Video
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Landscape
Social
Networking
Sites
YouTube
(MySpace,
The Google of Facebook)
Online Video
Portals With 2ndTier
Video Sites: Video Sites:
AOL, Google,
Yahoo, MSN Metacafe, Revver,
Break, Veoh,
Brightcove
Redefining YouTube
Vast majority view videos they receive
from friends, or search for specific
content.
But YouTube, at its heart, is a community
that is built on video
Defined rules
Factions
Core audience “lives” in YouTube
“Leaning Forward
vs. Sitting Back”
Convergence
Eventually, television and onlinevideo will
converge
Already happening (On Demand, AppleTV)
My money is on Joost (founders of Skype)
For now, it doesn’t matter
It changes advertising mechanism
But viral video tenants remain same
Getting Millions of Views
Get lucky
Create something
incredibly viral
Be topical
Otherwise:
Expect low views that build slowly
Or “jump start” by leveraging creators with
built audiences
Ways to Play
Market research
New channel for existing content
Create videos, post and pray
Run contest
Pay for video ads
Partner with creators
Participate in community events
It Won’t Always Be Positive
Losing Control
7 Deadly Marketing Sins
1. Make brown and
white cow
2. Pretend you’re not advertising
3. Spend a fortune on production
4. Tell consumers instead of engage
5. Do a video contest because everyone
else is
6. Set unrealistic conversion metrics
7. Give up and advertise
Prevailing Myths
Online video is a new
channel.
Quality of the video is what
determines its popularity.
Online video marketing is
about contests. After consumers watch my
"Tagging" my video with videos, they'll visit my site
keywords will get them seen and buy.
Paying for a wellproduced
I can post my brand videos
video will increase my on my website to get them
brand's ROI. seen.
We'll never really measure
the impact of online video.
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Mentos
Dramatic sales increase
when “Diet Soda &
Mentos” phenomenon
started.
EepyBird made $50K on
Revver alone.
Next phase: partnering
with known creators to
move past “Geyser.”
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Contests
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