Online Video Marketing
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Transcript of Online Video Marketing
Your Brand and Viral Video
Spunlogic Lunch & LearnSeptember 25, 2007
Nalts, [email protected]
http://digiworldhanoi.vn
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 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
7th 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
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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.
Source: Wikipedia
5 Basic Tenants:
1. Short2. Edgy3. Funny4. Big Finish5. 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
2nd-Tier Video Sites:
Metacafe, Revver, Break, Veoh, Brightcove
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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 online-video 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
“Leaning Forward vs. Sitting Back”
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 advertising3. Spend a fortune on production4. Tell consumers instead of engage 5. Do a video contest because
everyone else is6. Set unrealistic conversion metrics7. 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 will get them seen
Paying for a well-produced 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.
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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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?
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 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”
Proven entertainment value Reduce risk of over promotion Strong affinity with audience View guarantee Cost efficient
Everything You Need to Know
Align 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 Search YouTube for brand name Subscribe to “tags” with your product name Consider Buzzmetrics or other web audit
Get involved: Spend time on sites Familiarize yourself with top creators
Stay on top of trends Willvideoforfood.com, TheDailyReel
If video makes sense, get buy-in from your senior leadership. Risks, benefits Performance metrics
Resources
Spending increases http://www.adweek.com/aw
/magazine/article_display.jsp?vnu_content_id=1003645281
AOL/Yahoo Study http://
adage.com/digital/article?article_id=120616
Demographics and stats http://
www.emarketer.com/Article.aspx?id=1004105
eMarketer Online video report
http://www.emarketer.com/Reports/All/Emarketer_2000457.aspx?src=report_head_info_sitesearch
Wikipedia on Viral Video http://
en.wikipedia.org/wiki/Viral_video
My blog (willvideoforfood.com):
http://nalts.wordpress.com/ My videos:
http://www.kevinnalts.com TheDailyReel
http://www.thedailyreel.com
XLNTADS http://www.xlntads.com
Video Examples
Farting in Public http://
www.youtube.com/watch?v=O3ejlkzDCuc
Tea Party http://www.youtube.co
m/watch?v=PTU2He2BIc0
Dove http://
www.youtube.com/watch?v=iYhCn0jf46U
What Revver Did http://
www.youtube.com/watch?v=JkeBQgyM8uI
Heinz http://youtube.com/wat
ch?v=S8fbVQFLTI0 Mentos EepyBird
http://one.revver.com/watch/27335
XLNTADs http://
www.xlntads.com/creators/view.php?user=nalts
Poor Man’s GPS http://
www.youtube.com/watch?v=-GsHnxykLok
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