Cronin for PETA
PETA's strategy has been to prolifically jack social media hype by piggybacking on viral video trends. The production for these videos are low-end, low-cost and with fast turnaround. The approval process within the hierarchy is agile and flexible to ensure timeliness of the video. Advantages: can pile on in larger trend and get free earned media. Cons: not everyone is a hit. Lots of misses and being ok with that.
-Subscribers from 2012 to 2013 skyrocketed because of their viral jacking
-Find that users stick around to hear the message
-Piggy backed on national media with different audiences, like WWE, Miley’s fanbase
-If you’re going to do this type of content, you gotta be right out of the gate, or you look like you're chasing everything. If you work in a large organization, you have to be fast.
-Example, ONE was one of the first groups to do the HAPPY video as part of Pharrell's “Happy campaign!
Taking other side- SOME brands/nonprofits shld ride social waves (HarlemShake) but only if it makes sense. (@craigsanatomy) #sxsw #buzzvideo
You can use memes and zeitgeist to help achieve success but it's not guaranteed #buzzvideo #sxswRoxanne Philson, The One Campaign
The ONE Campaign creates original content through partnerships with the media and celebrities to educate people about their brand (awareness building). For example, the "London Calling" video for Agitate campaign. Or the online celebrities to talk about hunger on their cooking shows. Their strategy is slower and more expensive but builds partnerships and accesses the fans of the celebrities they work with.
-”London calling” video “agitate” used to engage celebrities to get involved in ONE.
-Goal is to get their fans engaged in what they do.
-Youtube watchers are using
-The worst thing that can happen is that it doesn't get a million views.
- Engaged online cook celebrities to work with their campaign to talk about hunger. The conversion to action is really high in comparison to other types of content.
-Its about credibility. Can’t be manufactured.
- Legal can kill a video due to costs. Get creative and see if you can get legal from a friendly org that wants to help #buzzvideo
"If people are viewing your videos on Youtube, it's really hard to get them to take action from there" #buzzvideo #sxsw- How To:
-When editing this type of content, you must understand you are in competition with other types of content.
-Every second counts. People will click away if you are not engaging them.
-Must be aggressive in editing.
-Think about your distribution plan over what video you're going to shoot
-If there is not a payoff in the first 10-20 seconds, then you lose them.
-If you’re gonna sell someone on something, have a cold open or make them laugh immediately
-Give both broad and specific notes to your editor.
Philson: balance chasing viral with substantial content. If someone walks into your office and says 'I want to make a viral video', you should probably just shut the door.
- "Think about your distribution plan over what video you're going to shoot" #buzzvideo
- If someone walks into your office and says 'I want to make a viral video', you should probably just shut the door #buzzvideo #sxsw
Buzz Video Marketing: Participating in the Internet
Notes from my last session at SXSWi 2014: #buzzvideo
by
Sara F. Peralta12 Views
Embed
Show Templates
