virale videoer

Viral video

Folkeuniversitetet 4/10-2008Christian Winther Bech http://cutup.dk

Louis Thonsgaard

Viral 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 flere millioner visninger over et r. Den virale karakter for en video kan bl.a. beskrives ved at flge antallet af visninger over tid.

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

Ralph F. Wilson: The Six Simple Principles of Viral Marketing

Hotmail -eksemplet1.Give away free e-mail addresses and services2.Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" 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 then6.Propel the message still wider to their own ever-increasing circles of friends and associates.

Martin Thorborg (Jubii): Spamfighter

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.

De 4 Per - et handlingsparameter

Produkt

Pris

Place (Distribution)

Promotion

De 4 Per - et handlingsparameter

Produkt: Funktion, design, emballage, sortiment, service, garanti

Pris

Place (Distribution)

Promotion

De 4 Per - et handlingsparameter

Produkt

Pris: Dyrt, discount, rabat, kredit, betalingsbetingelser

Place (Distribution)

Promotion

De 4 Per - et handlingsparameter

Produkt

Pris

Place (Distribution): Kanaltype - butik, kuponhfte, internet - antal kanaler, beliggenhed, lager, transport

Promotion

De 4 Per - et handlingsparameter

Produkt

Pris

Place (Distribution)

Promotion: Reklamer - hvilke medier? Salgspromotion, personligt salg, online marketing, direct marketing

Chris Anderson:The Long Tail

An honest targeted conversation based on something valuable that creates buzz.

Targets: evangelists or influencers

Channels: viral or traditional.

Content: anything consumers want to share

Word-of-Mouth

http://www.forrester.com/magazine/documents/How%20To%20Build%20A%20Word-Of-Mouth%20Marketing

%20Campaign.pdf

Forrester

aakb.dk

amazon.com

Subservient Chicken http://www.subservientchicken.com/

Have it your way... - TenderCrisp

Dagens 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%.

Penge, penge, penge

Cost-per-thousand impressions (CPM)

Cost-per-visit (CPV)

Cost-per-click (CPC) / pay per click (PPC) / pay per action (PPA)

Andre:

viral effect: loads of inbound links from other blogs, and web pages

number of comments

number of video responses

number of shares

number of times favorited

number of subscriptions, or the monthly growth on it

http://gugli.wordpress.com/category/metacafe/

Succes

Mling

Men hvordan?

Strategisk planlgning:

The Secret Strategies Behind Many Viral Videos

Indhold:

Narratologi: story/plot, struktur, schemata, cues, fortllepositioner, aktantmodellen, identifikation, intertekstualitet, punchline

Strategi & mediet

22

Greimas: Aktantmodellen

23

Berettermodellen

Ole Thyssen

Afsender, 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

Louis ThonsgaardProfessional produced content:

a) Videos from professional senders. F.ex. 1) Broadcasters (TV) 2) Firms 3) Politicians 4) Institutions

Amateur content: a) Re-using others (both professional and amateur) visual material in own videos 1) Using videos 2) Game content (Machinema) 3) Sills 4) Screen dumps (from computer software) b) Web-cam. Vbloging. 1) Own statement 2) Reaction c) Home video 1) Filming family and friends. Often in everyday situations 2) Filming at special locations and at event

Professionel

The 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

Amatr?

Guitar: http://www.youtube.com/watch?v=QjA5faZF1A8 | http://www.npr.org/templates/story/story.php?storyId=5725826

"Chocolate Rain" 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

"Cherry Chocolate Rain" Original Song by Tay Zonday http://www.youtube.com/watch?v=2x2W12A8Qow

Amatr?

Chad Vader - Day Shift Manager #1: http://www.youtube.com/watch?v=4wGR4-SeuJ0

LonelyGirl15 http://www.lg15.com/

12

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)

discrete motion

loops

superimposition

embedded animations

Strategier

Filmhistorie

Vertov: Man With a Movie Camera (1929)

http://www.youtube.com/watch?v=LtEOT2ACy0I&feature=related

Hele filmen: http://video.google.com/videoplay?docid=-2809965914189244913&hl=en

Sergei Eisenstein: Panserkrydseren Potemkin (1925)

http://www.youtube.com/watch?v=euG1y0KtP_Q

tekniske begrnsninger

fra CPU til bndbredde

tekniske muligheder for nye udtryk

http://www.lab404.com/poe

Strategiernes bagggrund

den animerede gif: flaskehalsen peger...

http://web.archive.org/web/19961031080740/http://www.carlsberg.dk/

totempo-reklame (ogs embedded)

http://www.subservientchicken.com/

Loop

loop vs. sekvens

database narrative vs. montage

diskrete data,

paradigme vs. syntagme

New temporal aesthetics

Fluent, cognitive, expressive

Automatic and skilled interactions with products

Interactions that focus on the product at hand; result in knowledge or confusion and error

Interactions that help the user form a relationship to the product

Emotion shapes the gap that exists between people and products in the world

Understanding Experience in Interactive Systems Jodi Forlizzi, Katja Battarbee

Emotion

Dobele et al.: Why pass on viral messages? Because they connect emotionally

Surprise, joy, sadness, anger, fear, disgust

Snakes on a Plane

Magt: Blogs ndrer manuskript. Indslag fra CNN: http://www.youtube.com/watch?v=qrh0U2a5BF4

http://www.snakesonablog.com/

Emotion: http://www.youtube.com/watch?v=LGKKUX-SNWo