Post on 19-May-2015
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GIVE ME AVIRAL VIDEO
WOMMA PresentationNovember 13, 2008Josh Warner - President, 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?
It's a chance to engage your audience online...
It's not pre-roll.
What a viral video is not?
It's not spam...It's not a commercial.
Myth
Viral just happens.Not for brands, it doesn’t.
MythClick here to play video
Where we started.
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The Journey
Evolution of Dance
LonelyGirl15Here It Goes Again
Yes We CanGuys Backflip Into Jeans
The JourneyClick 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
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
• Interacts with content online, on their terms. • Discovers, shares, and promotes what they like.• Is highly social and discriminating.
The Audience
THE CONTENT
Don't make an ad - entertain your audience, brand and product recognition are secondary
The Content
Messing with Driving InstructorsParrot
Click here to play video
The Content
It’s about a great concept, not always highly-produced, “professional” content.
Guy Catches Glasses With FaceRay Ban
Click here to play video
The Content
Keep it short. Get to the point.
Ball GirlGatorade
Click here to play video
The Content
Pick intriguing titles, thumbnails, and tags.
Diesel SFW XXX Diesel
The Content
Be transparent. Don’t pretend to be something you’re not, your audience is too smart for that.
White Gold - One Gallon Axe Music Video PremiereGot Milk?
Click here to play video
Good Creative Is Social
Music VideosCause-related videos
Pre-release of traditional ads
THE STRATEGY
The StrategyPlanning. Give yourself enough time to research and
strategize your campaign roll-out.
The StrategyAudience Mapping and Targeting. Use multiple messages
for different audiences to drive reach and engagement.
The StrategyMarketing Blitz. Hit blogs, forums, and site features
all at once to drive exponential views.
White Gold #4 most viewed of the day
The StrategyCross-promotion. Embed video in micro-site, social
networks, press-releases, email lists. Bring your audience to your video so they promote for you.
The StrategySubtle brand connection. Make your brand link in
video subtly and elsewhere.
The StrategyStrategize and time your reveal. It can be different
for different campaigns and even outlets.
Transparency In Messaging.
The Strategy
Transparency In Tags.
The Strategy
Episodic and niche content require a slow build with hyper audience targeting and outreach
The Strategy
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 StrategyManage your client expectations. Avoid the word viral.
Use it to describe your success after it happens.
X
THE RESULT
Beyond the View
The view is the defining metric for video seeding. But other metrics are essential in establishing
reach and engagement.
Beyond the ViewMainstream Media Outlet Placements
Beyond the ViewMainstream Media Outlet Placements
Beyond the ViewVideo Site Feature Placements
Beyond the ViewTwitter
Famed Silicon Valley venture capitalist Guy Kawasaki tweeted the video to his 18,831 followers
Beyond the ViewSocial Bookmarking - Digg
Beyond the ViewForum Thread Discussion
Beyond the ViewFeature 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 ViewFacebook Group Admin Messaging Examples
Beyond the ViewFacebook Group Admin Messaging
Email blast sent out to 700 members of MBA Facebook group
Beyond the ViewGoogle Search Results
Beyond the ViewYouTube 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 Companyjosh@feedcompany.com
323-469-3052