Samsung Galaxy Note: solo con una penna. – Umberto Lisiero, Account Director, Ebuzzing

1. SOCIAL CASE HISTORY FORUM

2. TV IS A DRUG
FONTE: http://vimeo.com/10857606

3. VIDEO: VIRAL & SOCIAL
[…] a viral video is one that achives a high number of views through the organic word of mouth
from one viewer to another. This is where the word comes from, after all, because viral videos
spread like a “virus”, from person to person.
When “viral video” is more of a destination (“We did it, we’ve gone viral!”), social video is all
about intent on the part of the brand. […]
So social video is about an intentional brand strategy that leverages the powerful
communication capabilities of social media by appealing to the emotions that cause viewers
to share.
Social video and viral video are not mutually exclusive. A social video can go viral, and viral video
can have social elements. Viral is the end product…
Social video it’s about content, not ads. […]
FONTE: The Social Video Blueprint, ReelSeo

4. Why social video?
Over the past few years, social video has been one of the fastest growing advertising
industries. By the end of 2011, consumers had chosen to watch ads over 5.6 billion times. […]
To date, people have chosen to watch ads over 5.6 billion times, 4.1 billion views have come
directly from brands, though not all of these paid views.
Campaign launched in 2011 drove over 1.7 billion views this year.
The Automotive industry launched the most campaigns in 2011, close to 300.
However, in terms of the hottest categories, Cell & Phones generated more
views on average per campaign than any other industry with
2.3 million.
We took a look at the Top 100 campaigns from 2011 and
found that Thursday was the most popular day to release […]
FONTE: The 2011 Social Video Advertising Report

5. EVOLUZIONE MODELLI DI MISURAZIONE
Impression Click Share
CPM
(cost per impression)
CPC
(cost per click)
ROE
(return of engagement)

6. CASE HISTORY SAMSUNG GALAXY NOTE
http://www.youtube.com/watch?v=t39hOs__2SI&feature=related
FONTE:http://www.youtube.com/watch?feature=player_embedded&v=9Q-5HxGZ118

7. BRIEF E OBIETTIVI
Obiettivo:
100.000 view del video su pagina YouTube (canale ufficiale
Samsung Italia)
Canali:
blogosfera e facebook
Target:
Blogosfera: blogger trasversali con focus su spazi Giovani, Maschile,
Tendenze, Web 2.0, High Tech
Facebook: Uomo, 18-45, high-spender, appassionato di tecnologia,
stylish, android addicted, creative
Durata:
4 settimane

8. STRATEGIA E SOLUZIONI
Fase 1:
Analisi della blogosfera attorno al brand e al prodotto oggetto della campagna
Fase 2:
Coinvolgimento di blogger e social publisher per diffondere il video
Fase 3:
Costante monitoraggio dell’andamento della campagna sino al raggiungimento dell’obiettivo
minimo stabilito
Fase 4:
Analisi risultati ottenuti, focus su aspetti quali-quantitativi

9. FASE 1 – ANALISI BLOGOSFERA

10. FASE 2 – COINVOLGIMENTO UTENTI
Influential
Facebook publishers
Distribuiamo il Identifichiamo i/le
video in blogger in target
applicazioni e che pubblicheranno
giochi Facebook in il video in un post o
target per nella sidebar con
massimizzare l’obiettivo di
l’engagement, la generare
reach e lo sharing conversazioni

11. FASE 2 – IL PLAYER

12. Attention x Intention = Engagement
nt
me
Intention
ge
In-content
E nga
Click-to-play
In-banner
Click-to-play
In-game
Roll over
Intertistitial video
Pre-roll
In-banner Autoplay
Attention
Intent x Attention = Engagement

13. FASE 2 – VIDEO DIFFUSO TRA I BLOG (1)
Controllo posizionamento video

14. FASE 2 – VIDEO DIFFUSO TRA I BLOG (2)

15. FASE 2 – FACEBOOK IN-GAME (2)
• 3x tasso di share del video
• visualizzazioni complete e uniche
• possibilità di target su sesso/età
• diffusione brand safe

16. RISULTATI OTTENUTI (1)
earned
media
€ FREE
100.000 +160.000 +2.000.000 +11.000
view min tot view impression share
+200 blogger coinvolti Interazioni con player 28%

17. RISULTATI OTTENUTI (2)
Grafico di
partecipazione
campagna video
Insight
YouTube
Influenza blog
coinvolti

18. RISULTATI OTTENUTI (3)
Dwell (tempo di
visualizzazione)
Tasso di share e
tool utilizzati

19. RISULTATI OTTENUTI (4)
Grafico provenienza utenti
Grafico
interazioni

20. RISULTATI OTTENUTI (5)
Impatto
campagna
ricerca organica

21. RISULTATI OTTENUTI (6)
Analisi
sentiment
Grafico
tematiche blog
coinvolti

22. …GISELE & IL PENSPINNING
FONTE: http://www.youtube.com/watch?v=t39hOs__2SI&feature=related

23. LEZIONI APPRESE
[Live from #SXSW] What really makes a video go viral?
1) Have a plan
2) Get creative… in context
3) Don’t forget about distribution and promotion
We tend to think that “viral” means free. Not the case. Videos take time to catch fire, and if you want them to make their way
around the Web, you have to remember to do more than just tagging and posting to social networks. There are three kinds of
media you can use to complete the promotion circle: paid, earned and owned. Paid media is the most important to marketers,
because regardless of the creativity behind your video, there’s a 99% chance that it will not reach a fraction of the
audience you have in mind unless you pay to promote it. You can also use promotions and content partnerships to your
advantage if you’ve got the budget to fit them in. Earned comes from sharing, blog features and embeds on YouTube, which is a
direct result of proper tagging, relevant content and a little of the paid stuff paying off. Of course, owned is you promoting through
your social media channels, putting on your website, etc. A combination of all three is what’s going to drive your video to ultimate
success.
4) Measure what matters
FONTE: http://smartblogs.com/social-media/2012/03/13/live-from-sxsw-what-really-makes-a-video-go-viral

24. I MIEI CONTATTI
Umberto Lisiero
umberto.lisiero@ebuzzing.com
http://www.linkedin.com/in/umbertolisiero
http://umbazar.wordpress.com
Twitter/FriendFeed/Istangram…: umbazar