Tài liệu Online Video Marketing pdf

 By night, an online video junkieviews on ~500 video shorts  7th most subscribed YouTube comedian... What is Viral Video? The term viral video refers to video clip content which gains

Your Brand and Viral Video

Spunlogic Lunch & Learn September 25, 2007

Nalts, willvideoforfood kevinnalts@gmail.com

http://digiworldhanoi.vn

Goals for Today

http://digiworldhanoi.vn

 By night, an online video junkie

views on ~500 video shorts

 7th most subscribed YouTube comedian

Few Process Notes

throw something

http://digiworldhanoi.vn

Challenges Brands Face

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.

State of Online Video

has hit a rapid acceleration in the past 18 months

popular than many traditional media sites

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

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

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Redefining YouTube

receive from friends, or search for specific content.

community that is built on video

online-video will converge

AppleTV)

Skype)

“Leaning Forward

vs Sitting Back”

Getting Millions of Views

Ways to Play

It Won’t Always Be Positive

Losing Control

7 Deadly Marketing Sins

white cow

everyone else is

is about contests.

 "Tagging" my video with keywords will get them seen

well-produced video will increase my brand's ROI

my videos, they'll visit

my site and buy

videos on my website to get them seen

 We'll never really measure the impact of online video

 Dramatic sales increase when “Diet Soda & Mentos”

http://digiworldhanoi.vn

http://digiworldhanoi.vn

Video Contests: Benefit & Risks

Secret Contest Tips

for a contest

prize

wisely and avoid a disposable website

most contests fail

contestants will evaluate a return on their time investment

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

Partnering with “Weblebrities”

Everything You Need to Know

What Now? Tuesday Morning…

 See What They’re Already Saying

 Get involved:

 Familiarize yourself with top creators

 Stay on top of trends

 If video makes sense, get buy-in from your senior leadership.

 Risks, benefits

 Demographics and stats

 http://

www.emarketer.com/Article aspx?id

report_head_info_sitesearc h

 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.co m

 http://www.xlntads.com

Video Examples

 Farting in Public

www.youtube.com/watc h?v

=O3ejlkzDCuc

om/watch?v=PTU2He2BI c0

 Dove

 http://www.youtube.co m/watch?

v=iYhCn0jf46U

 http://www.youtube.co m/watch?

 http://www.xlntads.co m/creators/view.php?

user=nalts

 http://www.youtube.co m/watch?v=-

GsHnxykLok

http://digiworldhanoi.vn