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All it needs is the final slide with the lot of us on it!
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GOING VIRALa brief examination of viral marketing techniques
What is viral video?
‘Viral video’ refers to video clip content that gains widespread popularity through the process of
Internet sharing, typically through blogs and other media-sharing websites.
was born.
In 2005
We are a culture of voyeurs. We love to look, and we especially
love to look at other people. We primarily like sensational events because they are so unusual, but even sometimes just looking at
the mundane can be quite fascinating.
Timothy SharyScreen Studies Professor,
Clark University
a lot of viral videos gain momentum through social network sharing
back-flipped into their jeans
made a ridiculous
baseball catch
how are marketers making use of
viral video?
Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.
Dr Ralph Wilson(cited by Kirby and Marsden)
it gives traditional advertising campaigns longevityeconomics it beats
consumer apathy
it turns passive viewersinto active audiences
it enhances brand credibility through
consumer endorsement
mass exposure
what attracts advertisers to
viral marketing?
$
$
45,000 for a full page colour ad in the£one pagein
costs$165,232
US
advertisers paid $100,000 US a second in the 2011
television advertising
cons
there’s a broad audience
so people are not necessarily interested
in the product,
and sometimes don’t pay attention
to the ad
which makes it
expensive
the very act of spreading the
message to one's social
network constitutes an endorsement
of the brand, which enhances its
credibility in the eyes of
the receivera successful viral promotion can reach
millions.
Chiu et al
Our clients are interested in the social effect and
sharing potential of online video content because it
provides a more meaningful interaction
and an organic and relevant distribution of
that content.Hashem Bajwa
Digital Strategy DirectorGoodby, Silverstein & Partners
Dedric Choi
Vice President of Strategy & Analysis
A viral video done right can foster
stronger relationships
between people and brands.
We're pleased with the results we've seen and we're
optimistic we'll see continued growth
in the future.
a survey of 40 executives at top U.S. ad agencies and media buying firms
reported that
of clients were interested in
using viral video as a part of
their marketing campaigns
72.1% 86%of clients had
created at least one video in the first eight
months of 2008
&
according to
nearly one third of all brands
worldwide have tried the viral
video approach
Lindstrom
In comparison, a paid impression has only fractional value.
The real media value of quality viral video is
unmatched by paid media for one reason.
It's time and attention the viewer has voluntarily given to the brand
versus the time and attention a brand has to pay for.
The quality of those two engagements are completely different.
Greg Andersen Director of Engagement Planning
BBH, USA
only 20% of clips
get more than 500 views
of those, only 1% get more than 500,000 views
which means that there’s plenty of room for failure
plus, consumers often don’t like
being marketed to
problemswith viral marketing
RICOthe first video went live in late 2010
his key purpose wasto promote Air New Zealand’s new sky couch
the mascot earned himself over 51,000 Facebook fans over a one year period, Ricoearned ANZ more than 4.5million Youtube views
.
.
.
.
As a small airline at the bottom of the world we haven’t had the budgets to take a traditional marketing approach to gain awareness of these award-winning product innovations. Thanks to Rico they have had fantastic exposure in our core international markets and beyond.
“
Global awareness about the airline is at an all time high due to is world-leading products and innovations…and its unique approach to gaining awareness through non-traditional marketing channels.
“
““
Jodi Williams Air New ZealandInternational Market Manager
Air New Zealand2011
ALEX DAYvlogs as "Nerimon".
he has 500,000 subscribers.
he posts one video a week, with each upload commonlygetting between 200,000 and 300,000 views each.
thanks to viral marketing on Youtube, the Brit’s first single debuted at #4 in the UK, selling over 50,000 copies in the week leading up to Christmas, 2011. He outranked Coldplay and X-Factor contestants.
the music video for “Forever Yours”, has nearly 4 million views.
..
.
.
.
Vlogger/Musician
JOHN GREENVlogger/Author
vlogs through the Youtube channel "VlogBrothers", with his brother Hank Green. 650,000 subscribers
their videos regularly get more than 200,000 views
the brothers upload at least twice per week
“The Fault in our Stars“
heavy fan involvement
.
.
.
.
..
Overall, viral video can be seen as a highly effective
marketing method, when used correctly.
it creates active viewers
it’s cheap
it gives independents a fighting chance
jumps in brand awareness don’t always turn into sales
and there’s plenty of room for failurebut..
the positives
far outweighthe negatives
viral video marketing is clearly a very cost effective and often
successful way to market to audiences in today’s media-saturated world