managedviralvideo
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Managed Viral Video Campaigns:Creating Winning Strategies
Mark Romeo
The Importance of Managed Viral• What does Viral mean ????• Seek to ensure the results you desire• Understand the new media landscape
for your business• Be Relevant to the groups and social
networks that can stimulate viral propagation
• Viral is not an Organic phenomenon
background
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50% of Videos get Less than 500 views.
viral video is not organic
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Source: TubeMogul
small digestible bytes work best
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the first viral video appeared in
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1989…
• Loyal Following and on new cable channel with no distribution, less than 5 million Households have Comedy Central in 1988
• Writers create dialog for characters to ask viewers to copy videos and give them to their friends
• Producers eventually program into closing credits “Keep Making Tapes”
• Strategy Works, estimated that almost 1/3 of audience makes tapes and pass them along to friends
• Ratings grow, HH penetration doubles within 12 months
mystery science theatre
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• Creators and producers knew they had a loyal audience
• Is there anyone more loyal than Sci-Fi and Horror Fans?
• Key learning: find your most loyal customers and tell them what you want them to do.
• Your Advocates, your fans, your loyalists, your high affinity customers.
Strategy: “Activate the Audience.”
key learning from mst
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• Creators make a xmas card and circulate to friends and family online
• Makes its way to George Clooney, sends to agent eventually gets to MTV.
• Results in Comedy Central picking up show• Most successful prime time basic cable show of all time.• Increases HH penetration for network from 12 million to over 50 million within 12 months
south park case study – ‘95
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• Television producers were looking for satire as social commentary for programming, they believed that was their niche.
• South Park defines satire as social commentary.• The network used South Park to expand their
programming and audience appeal – Daily Show, Colbert Report, etc…
Viral video must be ahead of trend.
key learning from south park
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• Wassup Video first appears in 1998 online• Distributed virally online to over 4 million people• Brought to attention of August Busch who signs
creator to produce “Budweiser True”• Becomes the most recognizable advertising campaign
in company’s history• Runs for six years from 2000-2006• 2008 Producers take back campaign and evolve it to
a political video for Obama.
Viral video must have great Creative.
WASSUP is so true
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the effect
top 10 viral vids of all time
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1. Soulja Boy: Crank That
2. Twilight
3. Beyonce: Single Ladies
4. Mariah Carey: Touch My Body
5. Susan Boule (Britain’s Got Talent)
6. Jeff Dunham: Achmed the Dead Terrorist
7. Leona Lewis: Bleeding Love
8. Chris Brown: With You
9. The Dark Knight
10. Avril Lavigne: Girlfriend
Music Video
Movie Campaign
Music Video
Music Video
TV Show
User Generated
Music Video
Music Video
Movie Campaign
Music Video
360,000,000
274,600,000
244,600,000
237,400,000
221,100,000
199,900,000
188,300,000
176,600,000
175,500,000
174,100,000
Title Type Views
what is ?
Adzoomi is the first managed viral video platform that
connects advertisers, creators, promoters & publishers within
Social Media and beyond.
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the power of context & affinity
Yesterday: Target 100 to Reach 1
Today: Target 1 to Reach 100
• Traditional marketing uses mass media to reach the many, in search of the few that will purchase.
• Beneath the surface, the audience is a social network.
• In social networks, the influence of a few affects the many.
• Persuade the right few and you’ll persuade the many.
• Now the consumer is the “message and the messenger”.
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multifunctional flexible platform
ActivateCompensate
Approvals CustomizableTransactional
CompensationAnalytics
the
platform
UGC
Non Profits
Video Reviews
BRANDEDCONTENT(Videos,
Trailers & New
Releases)
Push & Pull
Push
Bebo, Friendster, Hi5 & Others
Content Advertiser
Flexible Video Player
Viral Distribution
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Advertisers program their Player in real time with 2 Call to Action Buttons that state the campaign objectives.
Customizable Pre-Roll and Post-Roll
custom video player
Call to Action Button 1
Advertiser
Controlled
Your Campaig
n & Company
NameCall to Action
Button 2:Can be
designated per each
individual or product within a
campaign.
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flexible transactional player
• Find, Serve & Delight Customers everywhere• Shareable, Linkable Widget• FREE CPM/Gross Impressions• Incent Existing Behaviors 17
non-profitProgram unique linksto individual donation
pages
e-commerceRecommend &
Reward
brandsIncent fans for
sharing experiences
live demos
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Aids Walk NY
Movie Fone
Barack Obama
Amazon
Miley Cyrus – “7 Things” Music Video
• Viral is not organic.• “Activate the Audience”• Make sure your viral videos are on “Trend”• Great Creative is essential• Enable & foster viral propagation thru the ability to
interact & transact• Remember Less is More & Keep it Short• And…
summary
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Thank you!
For more information please contact:
Mark Romeoadzoomi