Tài liệu Your brand and Viral Video doc

Your Brand and Viral Video
Spunlogic Lunch & Learn
September 25, 2007
Nalts, willvideoforfood



Goals for Today

Reaffirm potential of medium

Dispel myths

Show best & worst examples

Discuss your challenges


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


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?


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