A A R P Slideshow(3)
- 1. CONTENT CREATION + DISTRIBUTION
- 2. MAGAZINE
- 3. 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
- 4. TARGET ACTION Sharing Viral Awareness Branding Misc. Behavior Sign an email list Visit a website Use our product 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?
- 5. 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/ TARGET AUDIENCE Potential Audience Available Audience Target Audience Who do you want to influence? What makes them tick? What kind of content do they like? Where do they live online? Facebook? Youtube? Twitter? What blogs do they read? Where do they get their news and content? Don't fall into the viral trap! Focus your efforts on a concentrated target - grow from there - snowball effect.
- 6. CHOOSE A PRODUCTION MODEL Identify "Viral" Concept Imitation Timeliness Celebrity Shock Value (Controversial?) Interactive choose your own adventure! Choose Genre What's the tone of your piece? Comedy? Drama? Choose Length YouTube generation has a short attention span ideal length ~ 30 seconds to 3 minutes
- 7. 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
- 8. SUCCESS OF CLOVERFIELD C Sparked Controversy Users engaged in discussion Speculation and predictions on over 100 film blogs + New York Post Over 130k views total
- 9. CHOOSE DISTRIBUTION STRATEGY Organic - Upload and Socialize Youtube, Break, MySpaceTV, etc. Paid - Buy Advertising Through Paid Channels Ad Networks Video Ad Networks YouTube Promotion Viral - Create the Buzz Social Networks / Viral Seeding Word of Mouth
- 10. ANALYZE RESULTS
- 11. REITERATE IF NEEDED Where are your views coming from? Where else can you hit your target audience?