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Slides used in Vquence's VQmetrics launch 19th March 2009. Vquence provides technology and consultancy on social video, which is video published through social networks. In particular, the VQmetrics SaaS system helps customers keep track of their videos across multiple sites and aggregate/segment results appropriately.
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WelcomeWelcome
tto the launch ofo the launch of
• CEO• PhD in Multimedia,
Germany• 7 yrs Multimedia
Science Leader, CSIRO• W3C Invited Expert
New Online MediaStandards
• Mozilla VideoAccessibility Expert
• CTO• Expert highly available
and scalableinfrastructure
• Co-Founder and R&DManager BulletproofNetworks
• Founded 2006• Video in social
networks• Technology• Know-How
DemoDemo
Social videoSocial video
whywhywe carewe care
50 times more50 times morelikelylikely
to rankto rankon the first pageon the first page
According to Forrester,According to Forrester, Jan 2009Jan 2009
Top 10 Social WebsitesTop 10 Social Websites1. YouTube2. MySpace3. Facebook4. Bebo5. Black Planet6. Tagged7. Imeem8. Hi59. Orkut10. Digg
According to Ranking.comAccording to Ranking.com
Most visited socialMost visited socialwebsites Jan 2009websites Jan 2009
Australia in 2008Australia in 2008
• 0.32% of world population• 1.3% of online world population
• 2.6% of video uploads to YouTube• Over 3M unique monthly views
According to According to HitwiseHitwise, Apr 2008, Apr 2008
YouTubeYouTubechannelchannel
VideoVideoChannelChannel CarouselCarousel
MosaicMosaic
Video WallVideo Wall
SponsoredSponsoredVideosVideos
ContestsContests
VideoVideoSEOSEO
EmbeddableEmbeddablePlaylistsPlaylists
PublishingPublishing
HomepageHomepageAdAd
InVideoInVideoOverlaysOverlays
CompanionCompanionBannersBanners
InStreamInStreamAdsAds
PromotedPromotedVideosVideos
PartnerPartnerProgramProgram
AdvertisingAdvertising
ViralViralVideosVideos
widespreadwidespreadpopularitypopularity
RecentRecent Viral AdViral Ad
Viral Video AdsViral Video Ads
• TVC• Short-form, funny• Competition• Dark viral video• Long-form, short-film-style
TVCTVC
Top 5 TVC on Top 5 TVC on YouTubeYouTube
Funny short-formFunny short-form
Launched on14th January+3 outtakes
2.3M views top copy35 copies on YTcopies on 20 other sites
Case study: DurexCase study: Durex
According to Viral Video Chart, 16th Marc 2009According to Viral Video Chart, 16th Marc 2009
According to According to Google Google Insights, 16th March 2009Insights, 16th March 2009
CompetitionCompetition
35K applications> 200 countries
$1.7M global marketing strategy>$70M worth of publicity
Case Study: Best Job in the WorldCase Study: Best Job in the World
156K views on ad
241K views on islands video
Dark viralDark viral
200K views1,071 comments6 video responses
120% increase in Witchery Website views in first week
Case Study: Man in the JacketCase Study: Man in the Jacket
Witcheryfollow-on
• 43K views• 101 comments
““Coming CleanComing Clean””
Sins to avoidSins to avoid
1. Be dishonest - pretend you’re notadvertising
2. Underestimate the intelligence of youraudience
3. Tell consumers instead of engage4. Do what everyone else is currently
doing, e.g. video contest
Launched on 7th Janexposed within
a few days150 blogs
Another dark viralAnother dark viral
Long-form adLong-form ad
Case Study: Pantene ChrysalisCase Study: Pantene ChrysalisLaunched in September 2008Thai TVC “Shine”Across 8 social video sitesA dozen copies on YouTubeMain has 405K views, 160K from others178K on Metacafe36K on Yahoo Video
In SummaryIn Summary
every stageevery stage of of
your campaignyour campaign
ResearchResearch
consumer &consumer & media insightsmedia insights
Strategic PlanStrategic Plan
timing, impact &timing, impact &costcost
ImplementationImplementation
seeding &seeding &video SEOvideo SEO
PromotionPromotion
optimisingoptimisingimpactimpact
MonitoringMonitoring
statistics,statistics,control &control &reportsreports
