folkeuniversitetet - virale videoer

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  1. 1. Viral video Folkeuniversitetet 4/10-2008 Christian Winther Bech http://cutup.dk
  2. 2. Louis ThonsgaardViral video er video som indenfor en given tidsperiode bliver set af et markant stigende antal personer. I sin oprindelige betydning vil denne stigning vre et udslag af at seere anbefaler videoen til andre seere, sledes at antallet af seere, der fr videoen anbefalet og faktisk ser den, er strre end dem som anbefaler. Man kan sledes sammenligne udviklingen af seermnsteret med en virus, der spreder sig. P samme mde kan en video frst betegnes viral idet den begynder at blive set af et markant stigende antal personer. Der eksisterer ikke gradbjninger af begrebet viral video, men alligevel m der vre tale om forskelle typer af viralitet mellem videoer hvis virale forlb er meget forskellige. Ses en video 10.000 gange i lbet af tre dage, men taber herefter sin viralitet, er den tydeligvis forskellig fra en video med et viralt forlb hvor seerantallet langsomt stiger til ere millioner visninger over et r. Den virale karakter for en video kan bl.a. beskrives ved at flge antallet af visninger over tid.
  3. 3. Ralph F. Wilson: The Six Simple Principles of Viral Marketing 1. Gives away products or services 2. Provides for effortless transfer to others 3. Scales easily from small to very large 4. Exploits common motivations and behaviors 5. Utilizes existing communication networks 6. Takes advantage of others' resources
  4. 4. Ralph F. Wilson:The Six Simple Principles of Viral Marketing Hotmail -eksemplet 1.Give away free e-mail addresses and services 2.Attach a simple tag at the bottom of every free message sent out: quot;Get your private, free email at http://www.hotmail.comquot; and, 3.Then stand back while people e-mail to their own network of friends and associates, 4.Who see the message, 5.Sign up for their own free e-mail service, and then 6.Propel the message still wider to their own ever-increasing circles of friends and associates.Martin Thorborg (Jubii): Spamghter
  5. 5. Eftersprgselsdeterminanter Primre: Omfatter forhold for kberside, f.eks. kbeevne, livsstil, nsker og social status. Sekundre: Forhold hos virksomheden, f.eks. virksomhedens produkt, pris, promotion og distribution. Teritre: Forhold som f.eks. mode, klima, ssonbetonede forhold. Konkurrenternes markedsfringsindsats: Er et sprgsml om konkurrenternes produkter, priser, service og reklameindsats.
  6. 6. De 4 Per - et handlingsparameterProdukt Pris Place (Distribution) Promotion
  7. 7. De 4 Per - et handlingsparameterProdukt: Funktion, design, emballage, sortiment, service, garanti Pris Place (Distribution) Promotion
  8. 8. De 4 Per - et handlingsparameterProdukt Pris: Dyrt, discount, rabat, kredit, betalingsbetingelser Place (Distribution) Promotion
  9. 9. De 4 Per - et handlingsparameterProdukt Pris Place (Distribution): Kanaltype - butik, kuponhfte, internet - antal kanaler, beliggenhed, lager, transport Promotion
  10. 10. De 4 Per - et handlingsparameterProdukt Pris Place (Distribution) Promotion: Reklamer - hvilke medier? Salgspromotion, personligt salg, online marketing, direct marketing
  11. 11. Chris Anderson: The Long Tail
  12. 12. Word-of-MouthAn honest targeted conversation based on something valuable that creates buzz. Targets: evangelists or inuencers Channels: viral or traditional. http://www.forrester.com/magazine/documents/How%20To%20Build%20A%20Word-Of-Mouth%20Marketing Content: anything consumers%20Campaign.pdf want to share
  13. 13. Forrester
  14. 14. aakb.dk
  15. 15. amazon.com
  16. 16. Subservient Chicken http:// www.subservientchicken.com/
  17. 17. Have it your way... - TenderCrispDagens lys: 8. april, 2004. Drligt salg af kyllingesandwiches ift. andre kder (Wendys + McD) Ml: Ukonventionel markedsfring, men tro mod brand-lftet: Have it your way => Medie = internet grundet interaktivitet (modsat TV). Rationale: Sammenfald mellem butiksoplevelse og internetoplevelse. Motor: Bloggers 8 mdr. senere: Salget steg 13,6%.
  18. 18. Penge, penge, penge Cost-per-thousand impressions number of comments (CPM) number of video responses Cost-per-visit (CPV) number of shares Cost-per-click (CPC) / pay per click (PPC) / pay per action (PPA) number of times favorited Andre: number of subscriptions, or themonthly growth on it viral effect: loads of inbound links from other blogs, and web pages http://gugli.wordpress.com/category/metacafe/
  19. 19. SuccesMling Men hvordan? Strategisk planlgning: The Secret Strategies Behind Many Viral Videos Indhold: Narratologi: story/plot, struktur, schemata, cues, fortllepositioner, aktantmodellen, identikation, intertekstualitet, punchline
  20. 20. Strategi & mediet
  21. 21. Greimas: Aktantmodellen 22
  22. 22. Berettermodellen23
  23. 23. Ole ThyssenAfsender, modtager og indhold Forfatter, fortller og de personer, som der fortlles om Tre lag: teksten, fabelen og fortllingen Et fortalt indhold, en tidslig ofte sekventiel sammenhng af hndelser. Ole Thyssen: stetisk ledelse
  24. 24. Louis Thonsgaard Professional produced content: Amateur content: a) Re-using others (both professional a) Videos from professional senders. and amateur) visual material in own F.ex.videos 1) Broadcasters (TV) 1) Using videos 2) Firms 2) Game content (Machinema) 3) Politicians 3) Sills 4) Institutions4) Screen dumps (from computersoftware) b) Web-cam. Vbloging.1) Own statement2) Reaction c) Home video1) Filming family and friends. Often ineveryday situations2) Filming at special locations and atevent
  25. 25. ProfessionelThe Daily Show: http://www.youtube.com/results?orig_query=the+daily +show&search_query=john+hodgman+on+the+daily+show&orig_query_src=3 Get a Mac: http://www.apple.com/getamac/ads/ | http://www.youtube.com/ results?search_query=get+a+mac&search_type=&aq=f | http:// www.youtube.com/watch?v=oWk8ouioXgE | http://www.youtube.com/ watch?v=fVyTnTdijog| Klassisk Mac: http://www.youtube.com/watch?v=VMt2MK67-Qw | http:// www.youtube.com/watch?v=VdjmN26QfNs
  26. 26. Amatr?Guitar: http://www.youtube.com/watch?v=QjA5faZF1A8 | http://www.npr.org/ templates/story/story.php?storyId=5725826 quot;Chocolate Rainquot; Original Song by Tay Zonday http://www.youtube.com/ watch?v=EwTZ2xpQwpA&feature=user Chocolate Rain by Chad Vader http://www.youtube.com/watch? v=P6dUCOS1bM0&feature=related quot;Cherry Chocolate Rainquot; Original Song by Tay Zonday http:// www.youtube.com/watch?v=2x2W12A8Qow
  27. 27. Amatr?Chad Vader - Day Shift Manager #1: http://www.youtube.com/watch? v=4wGR4-SeuJ0 LonelyGirl15 http://www.lg15.com/
  28. 28. Lev Manovich The Language of New Media:Computerbilledets tre lag cinematographic appearance illusorisk, immediacy digital materiality fremmedgrelse, interaktion, computational (software driven) logic funktionel, logisk, kontrol, transparens (i HCI forstand) 12
  29. 29. Strategier discrete motion loops superimposition embedded animations
  30. 30. Filmhistorie Vertov: Man With a Movie Camera (1929) http://www.youtube.com/watch? v=LtEOT2ACy0I&feature=related Hele lmen: http://video.google.com/videoplay? docid=-2809965914189244913&hl=en Sergei Eisenstein: Panserkrydseren Potemkin (1925) http://www.youtube.com/watch?v=euG1y0KtP_Q
  31. 31. Strategiernes bagggrund tekniske begrnsninger fra CPU til bndbredde tekniske muligheder for nye udtryk http://www.lab404.com/poe
  32. 32. Loop den animerede gif: askehalsen peger... http://web.archive.org/web/ 19961031080740/http:// www.carlsberg.dk/ totempo-reklame (ogs embedded) http://www.subservientchicken.com/
  33. 33. New temporal aestheticsloop vs. sekvens database narrative vs. montage diskrete data, paradigme vs. syntagme
  34. 34. Fluent, cognitive, expressiveAutomatic and skilled interactions with productsInteractions that focus on the product at hand; result in knowledge or confusion and errorInteractions that help the user form a relationship to the product Emotion shapes the gap that exists between people and productsin the worldUnderstanding Experience in Interactive Systems Jodi Forlizzi, Katja Battarbee
  35. 35. EmotionDobele et al.: Why pass on viral messages? Because they connect emotionallySurprise, joy, sadness, anger, fear, disgustSnakes on a PlaneMagt: Blogs ndrer manuskript. Indslag fra CNN: http:// www.youtube.com/watch?v=qrh0U2a5BF4http://www.snakesonablog.com/Emotion: http://www.youtube.com/watch?v=LGKKUX-SNWo