Online Video Marketing

Kevin “Nalts” NaltyMarketer and YouTube Comedian

“Creating a Synergy Between Viral Campaigns and Traditional Media”

Tripolar GuyYouTube “Star”

185 million views240K subscribers950 videosSeen >5 million times each month, one of most-viewed YouTubecomedians

Career Marketer

Merck Product DirectorJohnson & Johnson

KPMG Consulting

Qwest Interactive

Consultant/SpeakerOnline-video marketer helping brands engage via most visceral form of social media.Author of “Beyond Viral”

Book Plug

Going past “viral roulette” to create sustainable online-video strategy

Video > “Awareness”• Going past “viral roulette” to create

sustainable online-video strategy

• Video can engage customers, compel them to action, and increase loyalty

Daniel Sevitt, EyeView“Beyond Viral” Wiley, 2010

We Love Our Brands!

(and hug them, and squeeze them, and name them George)

Can We Let Go?Crowd Source?

Example: Poptent.org independent creators

Cost Model Changing• Fragmentation of web

requires more than million-dollar mass spot (with diversity variations).

• Marketers need more custom content for emerging channels.

• But we still love Creative Directors and need agencies.

Viral• What defines it?

• Working definition

• What we probably mean

[VIRAL]

And Video? Why Bother?

• Video = most visceral social-media

• Consumption rising (boxes)

• Faste$t growing in digital mix

• YouTube= #2 search engine.

• Scale & impact (low cost entry)

• It works (ROI)

Buyer’s Market

• 10-40% increase in viewership of online video in past 12 months

• Still, for every $100 spent on broadcast television, only $1.60 is spent on online video (eMarketer)

Budget Increases

Seven Brilliant Insights

Because 2 is Too Few (And We’d Never Remember 8 or More)

* Insights may not be brilliant

*

Old Spice Evian Babies Kraft (Homeless Man w/ Golden Voice)

I. Viral Is Dead

• Viral video and contests are not an online-video strategy

• Lotto has better odds

• Let’s rules notexception

pleese godmake i viral

!

My video strategy is to “get lucky!”

2. An Impression Isn’t an Impression

• New medium requires new metrics

• CPM = “clueless promotion measure”

• Solution: Informed assumptions on value of engagement

(Unless It Makes One)

So How Do We Measure?• Immediate Response/Action (weight heavily)

‣ Cost per “real” view

‣ Cost-per-visitor to destination

• Assume Residuals:

‣ Slow builds

‣ Indirect impact

• Intent: Test/control and pre/post

BUT Can it Scale?

3. Context > Interruption• Ads are only one way in.

• Branded entertainment is harder to ignore (and working).

!

Fox Case Study• Doubled campaign goal, with

10 plus million views to date

• “Stars” posted 26 “Lie to Me” and 8 “Fringe” videos.

• More than 100,000 comments

• Both shows renewed. Fringe one of network’s best debuts ever.

4. Is Content Really King?

• Produce content based first on distribution plan.

• Keep costs down.

• Brands as content creators (BudTV.com)?

• Partner with proven creators.

Fishing Where Fish Are

Views!

step one: get them to our product.com sites!

step two: get our video content on YouTube!

BoringProduct.com!

Websites!

(They Don’t Like to Leave)

... and now a topical one

• Many businesses also hope that a consumer’s fondness for a famous endorser with extent to their goods.

• “Think beyond the A-list”

The gratuitous “today’s USA Today” reference

Every New Medium Creates New Stars

(some may last more than 15 minutes)

5. Meet the New Stars

• Most-viewed and most-subscribed are individuals

• They’ll promote to their audience

• “Butts in seats” & implied endorsement

6. Secret Sauce• Music, dancing

• Sexy, weird, funny, candid

• Thumbnails are queen & Short titles

• :30 to :90 seconds

• Grab them in first 10 seconds

• Twist

Lead With Entertainment

7. Seed, seed, seed• Real work starts after posting

• Get it everywhere (Tubemogul.com)

• Add media (per qualified view)

• Target audience via social

• “Your audience may like this...”

Sum It Up, YouTube Boy

• TV vs shiny objects: balance

• Think like P&G pre-soap operas

• Fast-follower approach is best

• Integrated approach best, but difficult to find in one agency

• Stay with essence brand, but remain flexible based on channel requirements

www.WillVideoForFood.comwww.BeyondViral.com

Kevin@NaltsConsulting.com