onlinevideomarketing外文文献.ppt

Your Brand and Viral Video Spunlogic Lunch Learn September 25, 2007 Nalts, willvideoforfood kevinnalts@ Goals for Today Reaffirm potential of medium Dispel myths Show best worst examples Discuss your challenges Introduction By day, I’m a career marketer MBA in high-tech marketing 5 years at Johnson Johnson Currently Consumer Product Director in pharmaceuticals By night, an online video junkie More than 15 million views on ~500 video shorts 7th most subscribed YouTube comedian News appearances, producing TV show on viral videos. Write blog and working book “Prophet of Online Video.” Few Process Notes No need for notes Will distribute deck (with links) Focus on “earned” not “paid” Please interrupt If I’m getting academic, please throw something Challenges Brands Face Is it appropriate for my brand? Will I lose control? Get slammed? How can I measure it? Will it scale? How will it impact sales? 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 While online video is not new, the channel has hit a rapid acceleration in the past 18 months Startups like YouTube are becoming more popular than many traditional media sites. Fifty-seven percent of online adults have 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 SEM and Online Video Landscape Redefining YouTube Vast majority view videos they receive from friends, or search for specific content. But YouTube, at its heart, is a community that is built on video Defined rules Factions Core audience “lives” in YouTube Convergence Eventually, television and online-video will converge Already