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GIVE ME A VIRAL VIDEO WOMMA Presentation November 13, 2008 Josh Warner - President, Feed Company

Give Me A Viral Video Womma Presentation - Short Version

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"Give Me a Viral Video" Presentation (short vers) given by Josh Warner, president of video seeding company Feed Company at Womma in Las Vegas. www.feedcompany.com About Feed Company Feed Company is the video seeding company social brands rely on to get video exposed to users on top blogs, video sites, mobile platforms, and social networks. Our ability to guarantee millions of user-initiated views and social engagements make us the first choice for Fortune 500 companies and their ad and media agencies.

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Page 1: Give Me A Viral Video Womma Presentation - Short Version

GIVE ME AVIRAL VIDEO

WOMMA PresentationNovember 13, 2008Josh Warner - President, Feed Company

Page 2: Give Me A Viral Video Womma Presentation - Short Version

Who is Feed Company?

Feed Company is a leader for seeding videos on the Web for major brand advertisers in the U.S.

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What a viral video is?

It's a chance to engage your audience online...

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It's not pre-roll.

What a viral video is not?

It's not spam...It's not a commercial.

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Myth

Viral just happens.Not for brands, it doesn’t.

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Where we started.

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The Journey

Evolution of Dance

LonelyGirl15Here It Goes Again

Yes We CanGuys Backflip Into Jeans

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WHAT NOW?

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THE AUDIENCE

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The Audience

“The only true currency in this world is what you share with someone else.”

Lester Bangs, Music Critic

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What interests our audience?Everything.

They are students, teens, DJs, office workers, and parents. They are stylish, intelligent, and will embrace anything that inspires and appeals to them.

The Audience

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• Interacts with content online, on their terms. • Discovers, shares, and promotes what they like.• Is highly social and discriminating.

The Audience

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THE CONTENT

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Don't make an ad - entertain your audience, brand and product recognition are secondary

The Content

Messing with Driving InstructorsParrot

Click here to play video

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The Content

It’s about a great concept, not always highly-produced, “professional” content.

Guy Catches Glasses With FaceRay Ban

Click here to play video

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The Content

Keep it short. Get to the point.

Ball GirlGatorade

Click here to play video

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The Content

Pick intriguing titles, thumbnails, and tags.

Diesel SFW XXX Diesel

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The Content

Be transparent. Don’t pretend to be something you’re not, your audience is too smart for that.

White Gold - One Gallon Axe Music Video PremiereGot Milk?

Click here to play video

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Good Creative Is Social

Music VideosCause-related videos

Pre-release of traditional ads

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THE STRATEGY

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The StrategyPlanning. Give yourself enough time to research and

strategize your campaign roll-out.

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The StrategyAudience Mapping and Targeting. Use multiple messages

for different audiences to drive reach and engagement.

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The StrategyMarketing Blitz. Hit blogs, forums, and site features

all at once to drive exponential views.

White Gold #4 most viewed of the day

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The StrategyCross-promotion. Embed video in micro-site, social

networks, press-releases, email lists. Bring your audience to your video so they promote for you.

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The StrategySubtle brand connection. Make your brand link in

video subtly and elsewhere.

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The StrategyStrategize and time your reveal. It can be different

for different campaigns and even outlets.

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Transparency In Messaging.

The Strategy

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Transparency In Tags.

The Strategy

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Episodic and niche content require a slow build with hyper audience targeting and outreach

The Strategy

Campaign: Deloitte - Kid Fakes Job Interview

Target: 1st Year MBA Students at Top B Schools

Strategy: Seed link to MBA student & MBA alumni blogs, school-hosted blogs & publications, student club & organization officers, MBA information hubs & sites.Message MBA student group admins and users on Facebook

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The StrategyManage your client expectations. Avoid the word viral.

Use it to describe your success after it happens.

X

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THE RESULT

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Beyond the View

The view is the defining metric for video seeding. But other metrics are essential in establishing

reach and engagement.

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Beyond the ViewMainstream Media Outlet Placements

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Beyond the ViewMainstream Media Outlet Placements

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Beyond the ViewVideo Site Feature Placements

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Beyond the ViewTwitter

Famed Silicon Valley venture capitalist Guy Kawasaki tweeted the video to his 18,831 followers

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Beyond the ViewSocial Bookmarking - Digg

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Beyond the ViewForum Thread Discussion

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Beyond the ViewFeature Placement - National Cable

Current featured “Kid fakes job interview” as one of the top five viral videos of the day for September 5, 2008.

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Beyond the ViewFacebook Group Admin Messaging Examples

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Beyond the ViewFacebook Group Admin Messaging

Email blast sent out to 700 members of MBA Facebook group

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Beyond the ViewGoogle Search Results

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Beyond the ViewYouTube Search Results

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Viral video is a fad.

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Creating engagement and brand passion on the Web through video is just beginning.

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The platforms for brand reach have changed. Traditionally brands relied on pre-built media audiences (TV, radio etc.)

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Now brands must create audiences on social platforms and compete with entertainment content.

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This is changing advertising.

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Contact:Josh Warner

Feed [email protected]

323-469-3052