social video advertising istrategy2011
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ebuzzing Social Video Advertising workshop @ iStrategy Amsterdam 2011 by Andrea Febbraio co-founder. Clever tricks to make a video go viral and black belt seeding strategies. Let's b www.ebuzzing.comTRANSCRIPT
Andrea FebbraioAndrea Febbraio
Co-founderCo-founder
SOCIAL VIDEO SOCIAL VIDEO ADVERTISINGADVERTISING
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FEW FIGURESFEW FIGURES
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IT IS NOT IT IS NOT
JUST ABOUT JUST ABOUT VIEWSVIEWS
MINE IS MINE IS BIGGERBIGGER
THE POWER OF THE POWER OF ENGAGEMENTENGAGEMENT
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6M VIEWS 6M VIEWS
90.000 SHARES90.000 SHARES
13.244 LIKES13.244 LIKES
HOW DOES IT HOW DOES IT WORKS?WORKS?
#1 Rule: Be Ethic
#2 Rule: never trust buzz legends
DATI NIELSEN
CONTENT IS THE KING (?)
DISTRIBUTION IS THE QUEEN!!
SIMPLY UPLOAD IT ON
95% OF VIDEOS -> LESS THAN 500 VIEWS
YOU DO NOT YOU DO NOT NEED TO BE A NEED TO BE A
JEDIJEDI
YOU DO NOT YOU DO NOT NEED TO BE A NEED TO BE A
JEDIJEDI
TIPPING POINTTIPPING POINTTIPPING POINTTIPPING POINT
FIRST 48H OF LIFE CRITICAL
100.000 SEEDED VIEWS (GUARANTEE)100.000 SEEDED VIEWS (GUARANTEE)
5.743.717 VIEWS ACHIEVED!5.743.717 VIEWS ACHIEVED!
Second Wave
First Wave
First Wave: All the seeded views (paid) were concentrated in the first 48h in order to brake the 80K/100K limit making the video reaching tipping point going viral.
Second Wave: after the first critical 48/h the video won several “Honours” automatically ignited the YouTube viral blast. The video got promoted on HP of YouTube becoming viral…first 1M views reached in 3 days.
OUR SEEDING STRATEGY
31
Executive Summery - Video YouTube Awards
YOUR VIDEO NEEDS “HONOURS”
GLOBAL DISTRIBUTION PLATFORM
REAL TIME TRACKING
WHY BLOGGERS / SOCIAL PUBLISHERS ?
VIEWS GUARANTEED!!
THE SUGAR.THE SUGAR.
FB IN GAMES FB IN GAMES VIEWSVIEWS
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Not this guy
Average social gamer :
43 year old woman
Popcap / Information Solutions Group 2010 Social Gaming Research
Target based on Precise User Data
Ultra-fine targeting abilities (leveraging FB data – age, gender,
location)
Opt-in Model
Users Opt-in to watch the video, not forced like pre-roll
High Quality Placement (not within offerwalls)
Some social games are BIGGER than TV
http://mashable.com/2010/12/05/social-games-advertising/
Opt-in Model
3x Higher Share Rate vs. traditional integration
TubeMogul Report
HOW DO YOU INCREASE SHARES?
http://socialtimes.com/a-complete-look-at-how-social-games-increase-brand-awareness-by-up-to-550_b42094
Up to 550% lift in Brand Awareness ! It WORKS !
BUT…BUT…
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BE A JEDIBE A [email protected]
Co-founderCo-founder