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  • Viral video

    Folkeuniversitetet 4/10-2008Christian Winther Bech http://cutup.dk

  • Louis Thonsgaard

    Viral video er video som indenfor en given tidsperiode bliver set af et markant stigende antal personer. I sin oprindelige betydning vil denne stigning vre et udslag af at seere anbefaler videoen til andre seere, sledes at antallet af seere, der fr videoen anbefalet og faktisk ser den, er strre end dem som anbefaler. Man kan sledes sammenligne udviklingen af seermnsteret med en virus, der spreder sig. P samme mde kan en video frst betegnes viral idet den begynder at blive set af et markant stigende antal personer. Der eksisterer ikke gradbjninger af begrebet viral video, men alligevel m der vre tale om forskelle typer af viralitet mellem videoer hvis virale forlb er meget forskellige. Ses en video 10.000 gange i lbet af tre dage, men taber herefter sin viralitet, er den tydeligvis forskellig fra en video med et viralt forlb hvor seerantallet langsomt stiger til flere millioner visninger over et r. Den virale karakter for en video kan bl.a. beskrives ved at flge antallet af visninger over tid.

  • Ralph F. Wilson: The Six Simple Principles of Viral Marketing

    1. Gives away products or services 2. Provides for effortless transfer to others 3. Scales easily from small to very large 4. Exploits common motivations and behaviors 5. Utilizes existing communication networks 6. Takes advantage of others' resources

  • Ralph F. Wilson: The Six Simple Principles of Viral Marketing

    Hotmail -eksemplet1.Give away free e-mail addresses and services2.Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" and,3.Then stand back while people e-mail to their own network of friends and associates,4.Who see the message,5.Sign up for their own free e-mail service, and then6.Propel the message still wider to their own ever-increasing circles of friends and associates.

    Martin Thorborg (Jubii): Spamfighter

  • Eftersprgselsdeterminanter

    Primre: Omfatter forhold for kberside, f.eks. kbeevne, livsstil, nsker og social status.

    Sekundre: Forhold hos virksomheden, f.eks. virksomhedens produkt, pris, promotion og distribution.

    Teritre: Forhold som f.eks. mode, klima, ssonbetonede forhold.

    Konkurrenternes markedsfringsindsats: Er et sprgsml om konkurrenternes produkter, priser, service og reklameindsats.

  • De 4 Per - et handlingsparameter

    Produkt

    Pris

    Place (Distribution)

    Promotion

  • De 4 Per - et handlingsparameter

    Produkt: Funktion, design, emballage, sortiment, service, garanti

    Pris

    Place (Distribution)

    Promotion

  • De 4 Per - et handlingsparameter

    Produkt

    Pris: Dyrt, discount, rabat, kredit, betalingsbetingelser

    Place (Distribution)

    Promotion

  • De 4 Per - et handlingsparameter

    Produkt

    Pris

    Place (Distribution): Kanaltype - butik, kuponhfte, internet - antal kanaler, beliggenhed, lager, transport

    Promotion

  • De 4 Per - et handlingsparameter

    Produkt

    Pris

    Place (Distribution)

    Promotion: Reklamer - hvilke medier? Salgspromotion, personligt salg, online marketing, direct marketing

  • Chris Anderson:The Long Tail

  • An honest targeted conversation based on something valuable that creates buzz.

    Targets: evangelists or influencers

    Channels: viral or traditional.

    Content: anything consumers want to share

    Word-of-Mouth

    http://www.forrester.com/magazine/documents/How%20To%20Build%20A%20Word-Of-Mouth%20Marketing

    %20Campaign.pdf

  • Forrester

  • aakb.dk

  • amazon.com

  • Subservient Chicken http://www.subservientchicken.com/

  • Have it your way... - TenderCrisp

    Dagens lys: 8. april, 2004.

    Drligt salg af kyllingesandwiches ift. andre kder (Wendys + McD)

    Ml: Ukonventionel markedsfring, men tro mod brand-lftet: Have it your way => Medie = internet grundet interaktivitet (modsat TV).

    Rationale: Sammenfald mellem butiksoplevelse og internetoplevelse.

    Motor: Bloggers

    8 mdr. senere: Salget steg 13,6%.

  • Penge, penge, penge

    Cost-per-thousand impressions (CPM)

    Cost-per-visit (CPV)

    Cost-per-click (CPC) / pay per click (PPC) / pay per action (PPA)

    Andre:

    viral effect: loads of inbound links from other blogs, and web pages

    number of comments

    number of video responses

    number of shares

    number of times favorited

    number of subscriptions, or the monthly growth on it

    http://gugli.wordpress.com/category/metacafe/

  • Succes

    Mling

    Men hvordan?

    Strategisk planlgning:

    The Secret Strategies Behind Many Viral Videos

    Indhold:

    Narratologi: story/plot, struktur, schemata, cues, fortllepositioner, aktantmodellen, identifikation, intertekstualitet, punchline

  • Strategi & mediet

  • 22

    Greimas: Aktantmodellen

  • 23

    Berettermodellen

  • Ole Thyssen

    Afsender, modtager og indhold

    Forfatter, fortller og de personer, som der fortlles om

    Tre lag: teksten, fabelen og fortllingen

    Et fortalt indhold, en tidslig ofte sekventiel sammenhng af hndelser.

    Ole Thyssen: stetisk ledelse

  • Louis ThonsgaardProfessional produced content:

    a) Videos from professional senders. F.ex. 1) Broadcasters (TV) 2) Firms 3) Politicians 4) Institutions

    Amateur content: a) Re-using others (both professional and amateur) visual material in own videos 1) Using videos 2) Game content (Machinema) 3) Sills 4) Screen dumps (from computer software) b) Web-cam. Vbloging. 1) Own statement 2) Reaction c) Home video 1) Filming family and friends. Often in everyday situations 2) Filming at special locations and at event

  • Professionel

    The Daily Show: http://www.youtube.com/results?orig_query=the+daily+show&search_query=john+hodgman+on+the+daily+show&orig_query_src=3

    Get a Mac: http://www.apple.com/getamac/ads/ | http://www.youtube.com/results?search_query=get+a+mac&search_type=&aq=f | http://www.youtube.com/watch?v=oWk8ouioXgE | http://www.youtube.com/watch?v=fVyTnTdijog|

    Klassisk Mac: http://www.youtube.com/watch?v=VMt2MK67-Qw | http://www.youtube.com/watch?v=VdjmN26QfNs

  • Amatr?

    Guitar: http://www.youtube.com/watch?v=QjA5faZF1A8 | http://www.npr.org/templates/story/story.php?storyId=5725826

    "Chocolate Rain" Original Song by Tay Zonday http://www.youtube.com/watch?v=EwTZ2xpQwpA&feature=user

    Chocolate Rain by Chad Vader http://www.youtube.com/watch?v=P6dUCOS1bM0&feature=related

    "Cherry Chocolate Rain" Original Song by Tay Zonday http://www.youtube.com/watch?v=2x2W12A8Qow

  • Amatr?

    Chad Vader - Day Shift Manager #1: http://www.youtube.com/watch?v=4wGR4-SeuJ0

    LonelyGirl15 http://www.lg15.com/

  • 12

    Lev Manovich The Language of New Media: Computerbilledets tre lag

    cinematographic appearance

    illusorisk, immediacy

    digital materiality

    fremmedgrelse, interaktion,

    computational (software driven) logic

    funktionel, logisk, kontrol, transparens (i HCI forstand)

  • discrete motion

    loops

    superimposition

    embedded animations

    Strategier

  • Filmhistorie

    Vertov: Man With a Movie Camera (1929)

    http://www.youtube.com/watch?v=LtEOT2ACy0I&feature=related

    Hele filmen: http://video.google.com/videoplay?docid=-2809965914189244913&hl=en

    Sergei Eisenstein: Panserkrydseren Potemkin (1925)

    http://www.youtube.com/watch?v=euG1y0KtP_Q

  • tekniske begrnsninger

    fra CPU til bndbredde

    tekniske muligheder for nye udtryk

    http://www.lab404.com/poe

    Strategiernes bagggrund

  • den animerede gif: flaskehalsen peger...

    http://web.archive.org/web/19961031080740/http://www.carlsberg.dk/

    totempo-reklame (ogs embedded)

    http://www.subservientchicken.com/

    Loop

  • loop vs. sekvens

    database narrative vs. montage

    diskrete data,

    paradigme vs. syntagme

    New temporal aesthetics

  • Fluent, cognitive, expressive

    Automatic and skilled interactions with products

    Interactions that focus on the product at hand; result in knowledge or confusion and error

    Interactions that help the user form a relationship to the product

    Emotion shapes the gap that exists between people and products in the world

    Understanding Experience in Interactive Systems Jodi Forlizzi, Katja Battarbee

  • Emotion

    Dobele et al.: Why pass on viral messages? Because they connect emotionally

    Surprise, joy, sadness, anger, fear, disgust

    Snakes on a Plane

    Magt: Blogs ndrer manuskript. Indslag fra CNN: http://www.youtube.com/watch?v=qrh0U2a5BF4

    http://www.snakesonablog.com/

    Emotion: http://www.youtube.com/watch?v=LGKKUX-SNWo