Download - Video team adv_socmedmarketing
Social TV/Webisodes/Video/Podcasts
Social Viewing / Social TV
Wha
t is
it?
Social viewing is the ability for multiple users to aggregate from multiple sources and view online videos together in a synchronized viewing experience.
Example with IntoNow
Socially engaged viewers watch longer, don’t ad skip, and have higher sponsor recall.
Mostly women are social viewer
Social viewing in one aspects of a social media campaign that will provide content to
other social media platforms and especially Twitter.
What are the moving parts in a modern integrated social media campaign?
Pepsi Sound Off is a social TV platform that
allows fans of the show to connect with each other.
Created hashtag #pepsisoundoff to talk
about and during XFactor show
Pepsi Sound Off Spotlight Comment of the Week
Is there on linchpin element or do social viewing contribute equally?
Social viewing is not yet the linchin of a social
media marketing strategy, but it does
contribute a lot.
Pespi Sound Off is very well recieved by the
social media audience and had generated positive comments
Pepsi Pulse
How do we select the tactics to include in a campaign?
Brand Size Brand Image Partnership
The strategy is to create a social media buzz using
TV shows.Technical support is important aspect:
App, Online Platform…
Webisode
Wha
t is
it?
Webisode is a short episode which airs initially as Internet television, either download or stream. The format can be used as a preview, a promotion, as part of a collection of shorts, or a commercial (3 to 13 minutes)
Example with “The Boardroom” by Maybelline Promoting Maybelline New York's Color Sensational Lipstick
According to a Mashable Study, the sheer volume of views from the 2009 Top 10 Webisodes reached 56+ million views in aggregate Webisodes are far from a niche form of entertainment.
Very expensive medium (2 million dollars)
Webisode is a major marketing tool for a social
media campaign using video content.
What are the moving parts in a modern integrated social media campaign?
In Garden Party, Clorox was able to insert
commercials in between webisodes and
seamlessly integrate product placement.
Next January:Supermoms
Own Facebook Fan Page
Is there on linchpin element or do social viewing contribute equally?
Webisode is a linchin element for branding
social media campaign
The Broadroom contributed to expand the audience, traffic
and new demographics
In three months:+27% web traffic
348,000 unique viewers Portray businesswomen on the older side
of the 25-to-54 spectrumIncreased YouTube Channel Suscribers
How do we select the tactics to include in a campaign?
Brand Size Brand Image Studio/Actors
The strategy is to create a viral webisode and
seamlessly integrate the brand image.
Brought to You by …
Video Sharing
Wha
t is
it?
Video sharing is type of web service that allows anyone to upload videos and share them with the world.
Demographics
71% of online Americans use video-sharing sites such as YouTube and Vimeo, up from 66% a
year earlier.
Statistics by Platform
Source: http://sysomos.com/reports/video/
Using Video to generate business
Embed Videos into your website
Use video in your online ads
Go Mobile
Value
Source: http://mashable.com/2009/12/09/business-video-tips/
How are Brands using Video Sharing
Brand Awareness Engagement Drive Sales
Source: http://mashable.com/2009/12/09/business-video-tips/
Social Viewing / Social TV
Wha
t is
it?
•Exceeds 2 billion views a day - Nearly double the prime-time audience of all 3 major U.S. broadcast networks combined
•24 hours of video is uploaded every minute
•Average person spends 15 minutes a day on YouTube
•Video consumption on Facebook: 46.2 years of videos watched a day
•94 of Advertising Age’s 100 top advertisers have run campaigns on YouTube and the Google Content Network
•Number of advertisers using display ads on YouTube increased 10-fold in the past year
YouTube
YouTube
Is there on linchpin element or do platforms contribute equally?
YouTube
Is there on linchpin element or do platforms contribute equally?
Zappos on YouTube:•Zappos’ channel on YouTube features not only their commercials, but also witty videos of employees discussing their hobbies or music videos produced by employees
•Topics that aren’t necessarily related to shoes and apparel but show Zappos as a fun place to work
•Product knowledge videos are a minute or under in length
•They are cleanly shot; informative but not forced; and casual
•At least 16 blogs on their website that focus on different topics, a lot of which have embedded YouTube videos
Source:
What are the moving parts in a modern integrated social media campaign?
Purina on YouTube:•The Purina Network on YouTube features videos that provide training tips, endearing pet profiles, amazing tricks, and funny antics
•They feature Mishka, the talking dog, in their commercial
•Mishka’s “I love you” video on YouTube has gotten almost 62,000,000 views
•Integration of podcasts, Purina Petcasts, can be found on their website, which contain training and pet health tips
Source:
How do we select the tactics to include in a campaign?
Social Viewing / Social TV
Wha
t are
they
?
•Podcasts, considered the newer, younger “cousin” of radio; there are about 43,000 established podcasts
•Appreciated for on-demand/time-shift convenience, so are popular with busy parents
•Online podcasting is a fairly untapped medium still so there are opportunities to advertise in “uncluttered” space; it’s the least embraced element of content marketing
•23% of podcast listeners earn over $75,000 a year
•Podcast consumers are heavily involved with social networking
Podcasts
Social Viewing / Social TV
•The most downloaded podcast - as of May 2011, his podcasts had been downloaded more than 60 million times; he won 2011's Guinness World Record for Most Downloaded Podcast in the World
•Carolla’s started his podcast after his morning radio show was cancelled; he amassed his loyal followers and launched his podcast
•His podcast, The Adam Carolla Show, is the flagship platform that has allowed him to launch other shows under his podcast network
•He’s very active on social media; uses his podcasts to interact with his fans via Twitter and Facebook
•Integrates previews of the following day’s podcasts on his YouTube channel
PodcastsPodcasts
Social Viewing / Social TV
•Key target audience – moms, commuters, people who workout •48% of Moms listen to podcasts, with 93% listening in on one to five hours of content
•Manic Mommies is sponsored by Chevrolet; it’s a podcast about two working mothers balancing work and family
•On the website: shopping options, branded products, a blog, experts reporting on fashion, cooking, health, and a book club
•The centerpiece of this community is the weekly Manic Mommies podcast, which has been downloaded over 2 million times
PodcastsPodcasts
Social TV/Webisodes/Video/Podcasts
Aggregating Content
“Ope
n” s
ocia
l pla
tform
s
As a result of the technology advances and social platforms that are rising, a demand for aggregating content is essential.
Users are prone to view video from multiple sources, such as Youtube and Facebook. Facebook is the #2 video destination. How do we manage content sources from YouTube, Vimeo and Twitvid (a social video sharing service)?
By optimizing social video sharing sites users can simplify the video experience and allow users to view videos sources from YouTube Vimeo and Twitvid.
Publishers Adding TV The Mix
Mul
ti-m
edia
Exp
erie
nce
Conde Nast, publisher of Vogue and Vanity Fair is diversifying its mix by adding TV and movies to offer a multi-media experience to consumers. This will include the creation of original content for television, film, and digital properties.
Huffington Post has launched HuffPost TV. With the addition of the blog and community platforms this creates a comprehensive and more social view of what’s happening in the world.
Mobile Opportunities
Netf
lix M
obile
App
Re-
desi
gn
“In the last 12 months we have seen a threefold increase in how long Netflix members are watching on their tablets,” Neil Hunt, chief product officer at Netflix said in a statement. With that, Netflix upgraded their app to coincide with the release of 7” screen tablets Kindle Fire and Nook Tablet in time for holiday sales.
Multimedia Content in One Place
Web
doc
Platf
orm
Advanced Marketing Features in Social TV
Side
Show
s by
Mis
o Ap
p
From a social check-in app for TV , Miso Application moves to another level with the new feature SideShows.
Example: “Gossip Girl” on your living room TV and star Blake Lively appears on screen in a gorgeous yellow dress.
With Miso SideShows it will simultaneously display on your iPhone the same dress and provide a link to where to buy it.
New Opportunities in the Film Industry
Wat
ch It
App
Essentially, Watch It is a Netflix queue for movies on the Web
“Watch It” buttons across film sites to create and maintain personalized queues of moviesAllowing users to share their movie choices with friends via Facebook Connect. (Same concept as Spotify is for music)Direct marketing tool: Watch It users will be able to receive alerts Could become a unique CRM-like platformDrive sales with the available options such as links to buy tickets to see the movie in theaters.Create buzz around a movie
Key findings about Podcasting
Podc
asts
Future of Podcasting
•A challenge to find trends on updated information on podcasting
•Privacy
•Who’s using them?
•Mothers
•Online education
•Businesses
Measurements of Social Media
Vide
o Sh
arin
g, S
ocia
l Vie
win
g,
Podc
asts