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.


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


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/


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?

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:


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:



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


•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


•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

video team adv_socmedmarketing

Technology