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Video & Viral Multimedia SEO
Presented by:Aaron @KRONiS
CEO - Stamina Records
http://kronis.in/contact-aaron
What does viral really mean?
• ‘The Urge’ to share relevant content with your network (peeps).
– Can be‘Ego based’
– ‘Sharer’ posts & seeks ‘social credit’ or ‘social equity’ for a niche from peers.
Viral Rhymes with Spiral (it does)
• ‘Virility usually occurs when content connects on several emotions
It Makes Sense
The Human Response Perspective
Example: Valentine’s Cards from grade school.
Emotions: Nostalgia & Love
It’s the connections that go viral
• If general enough & relatable, could connect two people with an old Valentine’s story from grade school.
• Then it is possible to connect others who relate & will thus share it virally after feeling ‘connected’ to the topic.
How DOES one make something go viral?
Let’s look at this with more scrutiny
• 1) A video is NOT viral until it is shared
• 2) A great video has the potential to go viral
• 3) A crappy video has the potential to go viral if the right online influencers get behind it.
How do you make something ‘Go Viral?’
• Similar to a newspaper’s daily grind or a news outlet trying to get the ‘scoop’ first.
• Only in our situation, we’re creating the news!
• So it better be relevant and connect to emotions!
Create Something You’d Share
• The goal is to make something that causes the viewer to ‘WANT’ to share it, possibly for their own ego.
• CONNECT WITH 2 OR MORE EMOTIONS (valentine’s nostalgia example)
Trends
• Create a current take on a trend that has gained momentum online lately.
• Add a unique angle to it, perhaps in your blog’s voice or with your ‘flare’.
• You know what this means, now do it.
People STILL love lists.
• Create a video that lists the top 10 bloggers in your field.
• Uses the ‘EGO HOOK’ such that some of these bloggers may link to you due to being IN it.
Everywhere I go people always ask me…
• Well what have YOU done?
• I don’t get to execute that many Viral video campaigns.
• Here’s the latest one!
EXAMPLE
• Kickstarter campaign
• Ended April 17th.
• SUCCESSFUL!!!
• What was it?
The Mars Rover Art Car
The Mars Rover Art Car
CHALLENGES:
•A bit difficult to explain what you get•Pro Video made, but a little long•You can only share so much with your friends and network
The Mars Rover Art Car
• Goal: $8K which if reached will be matched another $4K by a private citizen’s donation.
• Challenge: Get this FUNDED!!
How?• We took to Twitter and Facebook
immediately.
• Soon after we realized that our networks were saturated – didn’t want to piss off our friends!
• Outreach to Facebook groups, bloggers and celebrities.
Ways to promote a Kickstarter?
• Local events: show up with 25 people dressed in orange flight suits to explain permaculture and hand out biz cards with the Kickstarter links.
• Attended regional Burning Man event on March 23-24-25 in Joshua tree with our flight suits.
Outreach
• To reach a critical mass, this helps with the national reach
• As we were getting closer to our goal started to do more ‘spacey interest type’ things to post pics from.
• Such as going to NASA to meet Curiosity’s twin sister here on Earth.
So what happened?• Well, we learned NOT to put our
eggs in one basket.• I was told that the 5 million
subscribers strong Facebook group ‘I Fucking Love Science’ was going to post our campaign.
• Elise was sick and traveling and didn’t get to it before our deadline
Outreach• Tasked Rovernauts to approach 5
bloggers each and email them about our project to promote Permaculture.
• We clarified our EDUCATIONAL component and cleared up what you get for donating a little better.
• Everyone pulled together and we scraped by with $8,410 of $8K goal!!!
How are we for time?
• Let’s watch it?
• YES
• NO
Vimeo Vs. YouTube?
• I spoke at WordCampLA 2010• Ben Huh, creator
icanhas.cheezburger.com
Vimeo vs YouTube?
• Ben Explained:• Take the best Deal. • Get views, then
• NEGOTIATE WITH THEM!
Setting up your custom YouTube Channel.
• Some hints you may not know about.
• Create the script of your videos for closed captioning– Upload it as a text file to youtube
How to prepare for traffic
• Contingency for success!• If you have something that
suddenly gets viral action you better be ready!
• Own your profiles on all social media accounts.. Twitter / Facebook / Pinterest / LinkedIn / YouTube
Email Marketing
• This is a huge part of a successful viral marketing campaign
• Your already created list of targeted people will likely open the video if done properly.
Use your OWN data
• Don’t listen to some ‘social scientist’ who claims, “8:30 AM is the best time to blast it
out in your market”• The Answer is TEST your OWN data. • Send Emails out when YOUR
audience opens them the most.
3 Top Multimedia SE’s?
.
• Pinterest!
• Do You Know About its Keyword Tool?
• Keyword Research Tactics
Make YouTube Work For You
• SEO Tactics: 1. YouTube KW research - Search
KWs to find related terms in descriptions of videos results .
2. SEO Video Scripting – Planning out your videos
3. Upload Transcriptions (Earlier example)
For Closed Captioning…and for Google of course
YouTube Optimization
Less Obvious: – Text transcripts (SpeechPad.com does it)
– Use relevant copy surrounding images/videos with supportive keywords.
– Don't forget to use the keyword VIDEO, never assume its there.
Remember to Engage
Remember to Engage
• Engagement is half the battle. • Show how your YouTube Channel
team is a fun group of people doing things that ‘define’ them.
• Post regular updates• Real behind the scenes candid
camera phone videos are inexpensive and easy
• Or http://kronis.in/contact-aaron
Contact Info:
Aaron Kronis CEO of StaminaRecords.com
@KRONiS (please follow!)