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GIVE ME A
                                  VIRAL VIDEO
WOMMA Presentation
November 13, 2008
Josh Warner - President, Feed Company
Who is Feed Company?
Who is Feed Company?

 Feed Company is a leader for
 seeding videos on the Web for
 major brand advertisers in the U.S.
What a viral video is?
What a viral video is?


 It's a chance to engage your audience online...
What a viral video is not?
What a viral video is not?


        It's not pre-roll.
What a viral video is not?


        It's not pre-roll.
        It's not spam...
What a viral video is not?


        It's not pre-roll.
        It's not spam...
        It's not a commercial.
Myth
Myth


       Viral just happens.
Myth


          Viral just happens.
       Not for brands, it doesn’t.
Myth
       Click here to play video
Where we started.
Su
  ns
     cr
       ee
         n
             sp
               ee
                 ch
                      (1
                        99
                           7)
                                Where we started.
Su
   ns
       cr
         ee
              n
                  sp
                    ee
                       ch
                              (1
                                99
                                      7)

Bl
  ai
     rW
        itc
           h
                  Pr
                    oj
                       e ct
                              (1
                                 9   99
                                          )
                                              Where we started.
Su
   ns
       cr
         ee
              n
                  sp
                    ee
                       ch
                               (1
                                    99
                                       7)

Bl
  ai
     rW
        itc
           h
                  Pr
                    oj
                       e  ct
                               (1
                                  9   99
                                           )




              N
                  ap
                     st
                         er
                               (1
                                 99
                                      9)
                                               Where we started.
Su
   ns
       cr
         ee
              n
                  sp
                    ee
                         ch
                               (1
                                    99
                                         7)

Bl
  ai
     rW
        itc
           h
                  Pr
                    oj
                       e  ct
                               (1
                                  9   99
                                           )




              N
                  ap
                     st
                         er
                               (1
                                 99
                                      9)




              M
                  ys
                     p ac
                         e
                                               Where we started.




                               (2
                                    00
                                      3)
Su
   ns
       cr
         ee
              n
                  sp
                    ee
                         ch
                               (1
                                    99
                                         7)

Bl
  ai
     rW
        itc
           h
                  Pr
                    oj
                       e  ct
                               (1
                                  9   99
                                           )




              N
                  ap
                     st
                         er
                               (1
                                    99
                                      9)




              M
                  ys
                     p ac
                         e
                                               Where we started.




                               (2
                                    00
                                         3)




              Yo
                uT
                  ub
                           e
                               (2
                                 00
                                      5)
The Journey


        Evolution of Dance
                LonelyGirl15
  Here It Goes Again
             Yes We Can
Guys Backflip Into Jeans
The Journey
              Click here to play video
WHAT NOW?
THE AUDIENCE
The Audience

“The only true currency in this world is what you
share with someone else.”
                                  Lester Bangs, Music Critic
The Audience
The Audience

What interests our audience?
The Audience

What interests our audience?
Everything.
The Audience

What interests our audience?
Everything.

They are students, teens, DJs, office workers, and
parents. They are stylish, intelligent, and will
embrace anything that inspires and appeals to them.
The Audience
The Audience


•   Interacts with content online, on their terms.
The Audience


•   Interacts with content online, on their terms.
•   Discovers, shares, and promotes what they like.
The Audience


•   Interacts with content online, on their terms.
•   Discovers, shares, and promotes what they like.
•   Is highly social and discriminating.
THE CONTENT
The Content
                         Click here to play video




                        Messing with Driving Instructors
                                                  Parrot


Don't make an ad - entertain your audience, brand
and product recognition are secondary
The Content
                          Click here to play video




                         Guy Catches Glasses With Face
                                              Ray Ban


It’s about a great concept, not always highly-
produced, “professional” content.
The Content
                          Click here to play video




                                           Ball Girl
                                          Gatorade



Keep it short. Get to the point.
The Content




                                   Diesel SFW XXX
                                            Diesel



Pick intriguing titles, thumbnails, and tags.
The Content
                                 Click here to play video




               White Gold - One Gallon Axe Music Video Premiere
                                                      Got Milk?


Be transparent. Don’t pretend to be something
you’re not, your audience is too smart for that.
Good Creative Is Social
Good Creative Is Social

         Music Videos
Good Creative Is Social

          Music Videos
       Cause-related videos
Good Creative Is Social

             Music Videos
         Cause-related videos
     Pre-release of traditional ads
THE STRATEGY
The Strategy
Planning. Give yourself enough time to research and
         strategize your campaign roll-out.
The Strategy
Audience Mapping and Targeting. Use multiple messages
 for different audiences to drive reach and engagement.
The Strategy
Marketing Blitz. Hit blogs, forums, and site features
      all at once to drive exponential views.




                                       White Gold #4 most viewed
                                       of the day
The Strategy
Cross-promotion. Embed video in micro-site, social
 networks, press-releases, email lists. Bring your
 audience to your video so they promote for you.
The Strategy
 Subtle brand connection. Make your brand link in
           video subtly and elsewhere.
The Strategy
Strategize and time your reveal. It can be different
    for different campaigns and even outlets.
The Strategy
     Transparency In Messaging.
The Strategy
       Transparency In Tags.
The Strategy
     Episodic and niche content require a slow build
      with hyper audience targeting and outreach

Campaign: Deloitte - Kid Fakes Job Interview

Target: 1st Year MBA Students at Top B Schools

Strategy: Seed link to MBA student & MBA
alumni blogs, school-hosted blogs & publications,
student club & organization officers, MBA
information hubs & sites.
Message MBA student group admins and users
on Facebook
The Strategy
Manage your client expectations. Avoid the word viral.
  Use it to describe your success after it happens.
      X
THE RESULT
Beyond the View
Beyond the View

 The view is the defining metric for video seeding.
  But other metrics are essential in establishing
              reach and engagement.
Beyond the View
   Mainstream Media Outlet Placements
Beyond the View
   Mainstream Media Outlet Placements
Beyond the View
    Video Site Feature Placements
Beyond the View
          Twitter

               Famed Silicon Valley venture capitalist Guy
            Kawasaki tweeted the video to his 18,831 followers
Beyond the View
     Social Bookmarking - Digg
Beyond the View
      Forum Thread Discussion
Beyond the View
   Feature Placement - National Cable




                               Current featured “Kid fakes job
                               interview” as one of the top five
                               viral videos of the day for
                               September 5, 2008.
Beyond the View
 Facebook Group Admin Messaging Examples
Beyond the View
   Facebook Group Admin Messaging




    Email blast sent out to 700 members of MBA Facebook group
Beyond the View
      Google Search Results
Beyond the View
      YouTube Search Results
Viral video is a fad.
Creating engagement
and brand passion on
the Web through video
is just beginning.
The platforms for brand
reach have changed.
Traditionally brands
relied on pre-built media
audiences (TV, radio etc.)
Now brands must create
audiences on social
platforms and compete
with entertainment
content.
This is changing advertising.
Contact:
     Josh Warner
    Feed Company
josh@feedcompany.com
     323-469-3052

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Give Me a Viral Video

  • 1. GIVE ME A VIRAL VIDEO WOMMA Presentation November 13, 2008 Josh Warner - President, Feed Company
  • 2. Who is Feed Company?
  • 3. Who is Feed Company? Feed Company is a leader for seeding videos on the Web for major brand advertisers in the U.S.
  • 4. What a viral video is?
  • 5. What a viral video is? It's a chance to engage your audience online...
  • 6. What a viral video is not?
  • 7. What a viral video is not? It's not pre-roll.
  • 8. What a viral video is not? It's not pre-roll. It's not spam...
  • 9. What a viral video is not? It's not pre-roll. It's not spam... It's not a commercial.
  • 10. Myth
  • 11. Myth Viral just happens.
  • 12. Myth Viral just happens. Not for brands, it doesn’t.
  • 13. Myth Click here to play video
  • 15. Su ns cr ee n sp ee ch (1 99 7) Where we started.
  • 16. Su ns cr ee n sp ee ch (1 99 7) Bl ai rW itc h Pr oj e ct (1 9 99 ) Where we started.
  • 17. Su ns cr ee n sp ee ch (1 99 7) Bl ai rW itc h Pr oj e ct (1 9 99 ) N ap st er (1 99 9) Where we started.
  • 18. Su ns cr ee n sp ee ch (1 99 7) Bl ai rW itc h Pr oj e ct (1 9 99 ) N ap st er (1 99 9) M ys p ac e Where we started. (2 00 3)
  • 19. Su ns cr ee n sp ee ch (1 99 7) Bl ai rW itc h Pr oj e ct (1 9 99 ) N ap st er (1 99 9) M ys p ac e Where we started. (2 00 3) Yo uT ub e (2 00 5)
  • 20. The Journey Evolution of Dance LonelyGirl15 Here It Goes Again Yes We Can Guys Backflip Into Jeans
  • 21. The Journey Click here to play video
  • 24. The Audience “The only true currency in this world is what you share with someone else.” Lester Bangs, Music Critic
  • 27. The Audience What interests our audience? Everything.
  • 28. The Audience What interests our audience? Everything. They are students, teens, DJs, office workers, and parents. They are stylish, intelligent, and will embrace anything that inspires and appeals to them.
  • 30. The Audience • Interacts with content online, on their terms.
  • 31. The Audience • Interacts with content online, on their terms. • Discovers, shares, and promotes what they like.
  • 32. The Audience • Interacts with content online, on their terms. • Discovers, shares, and promotes what they like. • Is highly social and discriminating.
  • 34. The Content Click here to play video Messing with Driving Instructors Parrot Don't make an ad - entertain your audience, brand and product recognition are secondary
  • 35. The Content Click here to play video Guy Catches Glasses With Face Ray Ban It’s about a great concept, not always highly- produced, “professional” content.
  • 36. The Content Click here to play video Ball Girl Gatorade Keep it short. Get to the point.
  • 37. The Content Diesel SFW XXX Diesel Pick intriguing titles, thumbnails, and tags.
  • 38. The Content Click here to play video White Gold - One Gallon Axe Music Video Premiere Got Milk? Be transparent. Don’t pretend to be something you’re not, your audience is too smart for that.
  • 40. Good Creative Is Social Music Videos
  • 41. Good Creative Is Social Music Videos Cause-related videos
  • 42. Good Creative Is Social Music Videos Cause-related videos Pre-release of traditional ads
  • 44. The Strategy Planning. Give yourself enough time to research and strategize your campaign roll-out.
  • 45. The Strategy Audience Mapping and Targeting. Use multiple messages for different audiences to drive reach and engagement.
  • 46. The Strategy Marketing Blitz. Hit blogs, forums, and site features all at once to drive exponential views. White Gold #4 most viewed of the day
  • 47. The Strategy Cross-promotion. Embed video in micro-site, social networks, press-releases, email lists. Bring your audience to your video so they promote for you.
  • 48. The Strategy Subtle brand connection. Make your brand link in video subtly and elsewhere.
  • 49. The Strategy Strategize and time your reveal. It can be different for different campaigns and even outlets.
  • 50. The Strategy Transparency In Messaging.
  • 51. The Strategy Transparency In Tags.
  • 52. The Strategy Episodic and niche content require a slow build with hyper audience targeting and outreach Campaign: Deloitte - Kid Fakes Job Interview Target: 1st Year MBA Students at Top B Schools Strategy: Seed link to MBA student & MBA alumni blogs, school-hosted blogs & publications, student club & organization officers, MBA information hubs & sites. Message MBA student group admins and users on Facebook
  • 53. The Strategy Manage your client expectations. Avoid the word viral. Use it to describe your success after it happens. X
  • 56. Beyond the View The view is the defining metric for video seeding. But other metrics are essential in establishing reach and engagement.
  • 57. Beyond the View Mainstream Media Outlet Placements
  • 58. Beyond the View Mainstream Media Outlet Placements
  • 59. Beyond the View Video Site Feature Placements
  • 60. Beyond the View Twitter Famed Silicon Valley venture capitalist Guy Kawasaki tweeted the video to his 18,831 followers
  • 61. Beyond the View Social Bookmarking - Digg
  • 62. Beyond the View Forum Thread Discussion
  • 63. Beyond the View Feature Placement - National Cable Current featured “Kid fakes job interview” as one of the top five viral videos of the day for September 5, 2008.
  • 64. Beyond the View Facebook Group Admin Messaging Examples
  • 65. Beyond the View Facebook Group Admin Messaging Email blast sent out to 700 members of MBA Facebook group
  • 66. Beyond the View Google Search Results
  • 67. Beyond the View YouTube Search Results
  • 68. Viral video is a fad.
  • 69. Creating engagement and brand passion on the Web through video is just beginning.
  • 70. The platforms for brand reach have changed. Traditionally brands relied on pre-built media audiences (TV, radio etc.)
  • 71. Now brands must create audiences on social platforms and compete with entertainment content.
  • 72. This is changing advertising.
  • 73. Contact: Josh Warner Feed Company josh@feedcompany.com 323-469-3052