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Presented at OMMA GLOBAL in SF on 3/1/2011 by myself (Dan Greenberg, CEO @ Sharethrough) and Josh Brandau, Media Director @ Pereira & O'Dell).
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From Creative Idea to Viral SuccessHow Three Brands Made Their Content Social
Dan Greenberg, CEO, Sharethrough • @mrDAG • http://www.dan.ag
Joshua Brandau, Media Director, Pereira & O’Dell • @JoshBrandau
Guaranteed video views. Maximized sharing.
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Social Video is Growing Up
Zac Macaulay@ Photoshelter
Muscle Milk - “Sexy Pilgrim"
Campaign Goal Build buzz and generate viral
traction for Muscle Milk’s “Sexy
Pilgrim” video during Thanksgiving
week.
Performance Details
75+website and blog features
3,500,000video views
89%video
completion rate
Lego - “Brick Thief”
Campaign Goal
Seed the Lego “The Brick Thief”
video throughout Sharethrough
Network; encourage editorial seeding
for additional viral pick up.
Performance Details
#5AdAge ViralVideo Chart
1,700,000video views
TrendsYoutubeHonors
Captain Morgan’s - “Workout”
Campaign Goal
Distribute Captain Morgan’s
“Workout” video across web on
Facebook and Twitter Apps, Social
Games, and Sites/Blogs targeted only
to adults 21+.
Performance Details
80%+Video
Completion670,000video views
#8AdAge
Viral Video Chart
The New Rules for Social Video Advertising
The New Rules for Social Video Advertising
Provide Value
Be Experimental
Long Term: Community, Short Term: Meme
1
2
3
Content
Provide Value1
BeExperimental
Smileyfish Photo
2
3Long Term: Build a CommunityShort Term: Create a Meme
The New Rules for Social Video Advertising
Provide Benefit
Be Experimental
Long Term: Community, Short Term: Meme
Video Content is a Hyperbole of the Brand
Un-Brand (Sometimes)
4
5
Content
Brand
1
2
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Video Content is a Hyberbole of the Brand4
Un-Brand (Sometimes)5
The New Rules for Social Video Advertising
Provide Benefit
Be Experimental
Long Term: Community, Short Term: Meme
Video Content is a Hyperbole of the Brand
Un-Brand (Sometimes)
Broaden Your Demo: Everyone Shares Now
Know the Psychology Behind Online Sharing
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2
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Content
Social
Brand
More the Merrier Ted Klassy @ FlickRiver
Broaden Your Demo: Everyone Shares Now6
Know the Psychology Behind Online Sharing 7
The New Rules for Social Video Advertising
Provide Value
Be Experimental
Long Term Goal: Community, Short Term: Meme
Create Videos That are a Hyperbole of the Brand
Un-Brand (Sometimes)
Broaden Your Demo: Everyone Shares Now
Know the Psychology Behind Online Sharing
Maximize Distribution: Free, Paid and Shared
Pay for Media that Earns Media
Demand Transparency
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Content
Social
Brand
Distribution
8 Maximize Distribution
Content: Viral Sharing
Influencers: Seeding
Editorial: PR
Paid: Video Distribution
Copyright 2010, Visible Measures Corp.
Pay For Media that Earns Media9
9
Demand Transparency10
The New Rules for Social Video Advertising
Provide Value
Be Experimental
Long Term Goal: Community, Short Term: Meme
Create Videos That are a Hyperbole of the Brand
Un-Brand (Sometimes)
Broaden Your Demo: Everyone Shares Now
Know the Psychology Behind Online Sharing
Maximize Distribution: Free, Paid and Shared
Pay for Media that Earns Media
Demand Transparency
1
2
3
4
5
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Content
Social
Brand
Distribution
