Download - 3 Ingredients To Make Your Video Go Viral
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Todd Marks President & CEO
Mindgrub Technologies [email protected]
3 Ingredients to Make Your Video Go Viral
Vince Buscemi VP OperationsMindgrub Technologies [email protected]
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3 Ingredients to Make Your Video Go Viral
What does being ‘viral’ mean?
How do we share content?
Where do we share content?
The FLU factor of viral videos
User-generated viral videos
Business generated viral videos
Your Viral Video?
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What does being ‘viral’ mean?
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Definition of Viral Phenomenon
The concept of something, other than a biological virus, being viral came into vogue just after the Internet became widely popular in the mid-to-late 1990s.
An object, even a immaterial object, is considered to be viral when it has the ability to spread copies of itself or change other similar objects to become more like itself when those objects are simply exposed to the viral object.
(Wikipedia)
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Definition of Viral Marketing
Refers to marketing techniques that use social networks to increase brand awareness –OR- to achieve other marketing objectives (such as product sales) through self-replicating viral processes.
It can be word-of-mouth delivered or enhanced by the network effects of the Internet.
(Wikipedia)
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Definition of Viral Marketing
The Goal for Marketers
The goal of marketers creating successful viral campaigns is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being taken by another competitor.
(Wikipedia)
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Definition of Viral Video
A Viral Video - Simply put: is any video that's passed electronically, from person to person, regardless of its content and means in which it is spread across your network.
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How do we share content? (Dawn of the Internet)
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How do we share content?
• Word of mouth
• Email attachments
• Blogs and Discussion Boards
• Embedded videos (YouTube / Vimeo)
• Social Networks
• Viral Video Sites (FunnyorDie.com)
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All Your Base Are Belong To Us
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All Your Base Are Belong To Us
The phrase came from a Flash based animation that was poorly translated from Japanese into English. This became one of the first most widely spread videos on the internet.
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All Your Base Are Belong To Us
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The FLU Factor
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The FLU Factor
F = Feeling (emotional connection)
L = Life (actor/situation is real)
U = Unique (new, different)
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The FLU Factor
F = Feeling (emotional connection)
Humorous
Shocking
Scared
Sad
So unbelievable you keep watching it
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The FLU Factor
L = Life (actor/situation perceived as real)
Real people doing…
Real situations in…
Real scenarios that…
The viewer can relate to and understand.
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The FLU Factor
U = Unique (new, different)
First time witnessing it
First time a situation happens
Situation/Scenario is varied from normal
Out of context situations in normal situations.
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Insert
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The Two Main Types of Viral Videos
• User-generated
• Business-generated
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User Generated Videos
v
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The Two Main Types of Viral Videos
User-generated content• Started as a home movie converted to a
digital format and distributed.
• Real people doing real things in real scenarios.
• Authentic, unscripted, and (most of the time) embarrassing to the person in the video.
• Can be created specifically for shock value.
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The Star Wars Kid
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Star Wars Kid
A Canadian student made a video of himself swinging an object around as a weapon.
The video was filmed at his high school studio. The tape was left by accident, discovered and uploaded to the internet becoming a viral video.
Edited versions of the video were created, adding Star Wars music, text, and lightsaber effects.
As of November 27, 2006 it was estimated by The Viral Factory that the video had been viewed over 900 million times.
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Star Wars Kid
http://www.youtube.com/watch?v=HPPj6viIBmU
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The Star Wars Kid(The Edited Versions)
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Star Wars Kid :: Edited Versions
Shortly thereafter edited versions of the video were created, adding Star Wars music, text, and lightsaber lighting and sound effects.
As of November 27, 2006 it was estimated by The Viral Factory that the video had been viewed over 900 million times.
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INSERT VIDEO HERE
Star Wars Kid :: Edited Version
http://www.youtube.com/watch?v=UWeJundZa3A
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David After Dentist
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David After Dentist
Dad films son in car after visit to dentist.
David is still noticeably high and delusional from the drugs used by dentist. He is making outrageous noises and talking nonsense.
Users had mixed emotions about the video
Some found it funny and shared it
Others found it disturbing and called the Dad reckless for not only posting it, but capturing it on video in the first place
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INSERT VIDEO HERE
David After Dentist
http://www.youtube.com/watch?v=Mor1dL9YDb0
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Domino’s Employee Video
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Domino’s Employee Video
Two Domino’s Employees decided to make a prank video of themselves doing gross and disgusting things to a pizza being delivered to customers
They decided to upload the video to YouTube and within a couple days reached over 1 Million views.
The story was picked up by local and national news
Domino’s fired the employees and brought them up on felony charges.
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INSERT VIDEO HERE
Domino’s Employee Video
http://www.youtube.com/results?search_query=Dominos+Employee+Video&aq=f
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Domino’s Employee Video
Domino’s took a completely wrong approach to the situation.
They didn’t publicly acknowledge it and hoped that in time it would just go away.
Domino’s didn’t count on the power of social networking and the speed at which the video was being shared.
Several weeks later Domino’s decided to make a video in response.
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Business Generated Videos
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The Two Main Types of Viral Videos
1) Business-generated content• Be shareable like user-generated content.
• Entice interest in company and/or brand.
• Highlight a product, service, or brand.
• Engage the audience and community.
• Make it real, make it relevant
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National Aquarium in Baltimore
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National Aquarium in Baltimore
During the Baltimore Ravens playoff run in 2009, the National Aquarium decided to show support from "other" Baltimore based birds.
They captured various birds at the Aquarium knocking over other NFL teams mascots, tearing up paper with their name on it.
Quickly spread within the Baltimore social networking scene Through twitter and Facebook
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INSERT VIDEO HERE
National Aquarium in Baltimore
http://www.youtube.com/watch?v=2HkBDhmKs4s
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OK GOThe Treadmill Music Video
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OK GO :: The Treadmill Music Video
The band OK GO recorded a music video for their song “Here It Goes Again” which featured them doing a choreographed routine with treadmills.
Video was viewed more than 1 Million times in the first 6 days of it’s released instantly skyrocketing the song, the album and the band.
They performed a live version of the video at the MTV Music Video awards.
Other videos surfaced of people replicating the routine.
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INSERT VIDEO HERE
OK GO :: The Treadmill Music Video
http://www.youtube.com/watch?v=XJulhGUh8vU
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Terry Tate Office Linebacker
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Terry Tate Office Linebacker
Video was made for Reebok which shows a “Lawrece Taylor” type NFL linebacker as an office monitor.
First debuted at Super Bowl XXXVII in 2003.
Scenario is a real office setting with situations most of working America can relate to.
Was an instant success on the internet with millions of views in the weeks following the Super Bowl.
Prompted Reebok to create a series of Terry Tate themed videos
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INSERT VIDEO HERE
Terry Tate Office Linebacker
http://www.youtube.com/watch?v=RzToNo7A-94&feature=related
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Your Viral Video
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Your Viral Video
• Remember Viral = the FLU
•Feeling: Does your video create an emotion that others can relate to and want to share?
•Life: Does your video contain real life situations and scenarios that others can relate and share?
•Unique: Is your video something fresh and different that has never been done before creating a buzz that makes users want to share it within their network and beyond?
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Insert
Rick Astley - Never Gonna Give You Up
http://www.youtube.com/watch?v=dQw4w9WgXcQ
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Todd Marks President & CEO
Mindgrub Technologies [email protected]
Vince Buscemi VP OperationsMindgrub Technologies [email protected]
Questions?(www.mindgrub.com/NAB)
(www.twitter.com/mindgrub)