Your Brand and Viral Video Spunlogic Lunch & Learn September 25, 2007 Nalts, willvideoforfood kevinnalts@gmail.com http://digiworldhanoi.vn Goals for Today  Reaffirm potential of medium  Dispel myths  Show best & worst examples  Discuss your challenges http://digiworldhanoi.vn Introduction  By day, I’m a career marketer  MBA in high-tech marketing  5 years at Johnson & Johnson  Currently Consumer Product Director in pharmaceuticals  By night, an online video junkie  More than 15 million views on ~500 video shorts  7 th most subscribed YouTube comedian  News appearances, 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 http://digiworldhanoi.vn 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? http://digiworldhanoi.vn 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. Source: Wikipedia 5 Basic Tenants: 1. Short 2. Edgy 3. Funny 4. Big Finish 5. Topical 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.  Fifty-seven 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 Landscape YouTube The Google of Online Video Social Networking Sites (MySpace, Facebook) Portals With Video Sites: AOL, Google, Yahoo, MSN 2 nd -Tier Video Sites: Metacafe, Revver, Break, Veoh, Brightcove [...]... is about contests "Tagging" my video with keywords will get them seen Paying for a wellproduced video will increase my brand' s ROI    After consumers watch my videos, they'll visit my site and buy I can post my brand videos on my website to get them seen We'll never really measure the impact of online video http://digiworldhanoi.vn Mentos    Dramatic sales increase when “Diet Soda & Mentos” phenomenon... Wikipedia on Viral Video    http://www.kevinnalts.com TheDailyReel   http://nalts.wordpress.com / My videos:   http:// en.wikipedia.org/wiki /Viral_ video My blog (willvideoforfood.com):  Demographics and stats   http://www.adweek.com/aw/ magazine/article_display jsp?vnu_content_id =1003645281  http://www.thedailyreel.co m XLNTADS  http://www.xlntads.com http://digiworldhanoi.vn Video Examples... “Geyser.” http://digiworldhanoi.vn Contests Video Contests: Benefit & Risks Benefits  Engages customers  Free production  Great PR Risks  Lot of work  Can be expensive  Good and bad  What if nobody participates? http://digiworldhanoi.vn Secret Contest Tips       Not every brand is right for a contest Lose the giant grand prize Choose your partners wisely and avoid a disposable website Promotion... 7 Make brown and white cow Pretend you’re not advertising Spend a fortune on production Tell consumers instead of engage Do a video contest because everyone else is Set unrealistic conversion metrics 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 "Tagging" my video with keywords... 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... strategy and tactics Partner carefully       Agencies Contest sites Creators Get internal “buy-in” on risks Measure comprehensively Leverage creators with audience What Now? Tuesday Morning…  See What They’re Already Saying     Get involved:    Spend time on sites Familiarize yourself with top creators Stay on top of trends   Search YouTube for brand name Subscribe to “tags” with your product...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 Convergence  Eventually, television and onlinevideo will converge    “Leaning Forward vs Sitting Back” Already happening (On Demand, AppleTV) My money is on Joost (founders... name Consider Buzzmetrics or other web audit Willvideoforfood.com, TheDailyReel If video makes sense, get buy-in from your senior leadership   Risks, benefits Performance metrics Resources  Spending increases   AOL/Yahoo Study   http:// adage.com/digital/article?ar ticle_id =120616 http:// www.emarketer.com/Article aspx?id =1004105 eMarketer Online video report  http://www.emarketer.com/ Reports/All/Emarketer_200... website Promotion is where most contests fail Fish where the fish are Know that good contestants will evaluate a return on their time investment    Consider identifying some known video creators and asking them to “seed” entries and promote the contest Be mindful of the fact that people will scan the first posted entries to make their determination about entering Timing is everything Partnering with “Weblebrities” . Your Brand and Viral Video Spunlogic Lunch & Learn September 25, 2007 Nalts, willvideoforfood kevinnalts@gmail.com. will it impact sales? http://digiworldhanoi.vn What is Viral Video?  The term viral video refers to video clip content which gains widespread popularity