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STEPS TO ONLINE VIDEO SUCCESS
Identify target action Identify target audience Choose a production model Choose a distribution strategy Produce video Distribute video Analyze results and repeat
TARGET ACTION
• Sharingo Viral
• Awarenesso Branding
• Misc. Behavioro Sign an email listo Visit a websiteo Use our producto etc.
"Go out there and vote!"
"Donate to our cause!"
"Share this with your friends!"
"Discuss the video" - is it real? How did they do that?
http://www.wired.com/magazine/2009/10/pl_music_tintori/http://www.wired.com/magazine/2009/10/pl_music_tintori/http://www.wired.com/magazine/2009/10/pl_music_tintori/http://www.wired.com/magazine/2009/10/pl_music_tintori/
Potential Audience
Available Audience
Target Audience
TARGET AUDIENCE
• Who do you want to influence?• What makes them tick?
o What kind of content do they like?• Where do they live online?
o Facebook? Youtube? Twitter? o What blogs do they read?o Where do they get their news
and content? • Don't fall into the viral trap!
o Focus your efforts on a concentrated target - grow from there - snowball effect.
CHOOSE A PRODUCTION MODEL
• Identify "Viral" Concepto Imitationo Timelinesso Celebrity o Shock Value (Controversial?)o Interactive
choose your own adventure!
• Choose Genreo What's the tone of your piece?
Comedy? Drama? • Choose Length
o YouTube generation has a short attention span
o ideal length ~ 30 seconds to 3 minutes
EXAMPLES
Imitation: The Real GI JOE Timeliness: Kanye Interrupts Obama Celebrity: Don't Vote Shock Value: Giant Water Slide
Fusion of Models: Cloverfield 2 Trailer
SUCCESS OF CLOVERFIELDC
• Sparked
Controversy• Users engaged in
discussion• Speculation and
predictions on over 100 film blogs + New York Post
• Over 130k views total
CHOOSE DISTRIBUTION STRATEGY
• Organic - Upload and Socializeo Youtube, Break, MySpaceTV, etc.
• Paid - Buy Advertising Through Paid Channels
o Ad Networkso Video Ad Networkso YouTube Promotion
• Viral - Create the Buzzo Social Networks / Viral Seedingo Word of Mouth
REITERATE IF NEEDED
• Where are your views coming from? • Where else can you hit your target audience?