Group 7 - Operations and Information Systems Management - Viral Video Assignment
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Viral videos can have a major impact on organizations by either promoting their brand through low-cost advertising strategies or damaging their reputation. While viral videos are difficult to control, organizations can measure some of their effects and should respond immediately and humbly if a negative video emerges. They can also use viral videos for additional purposes like promoting events or recruiting.
Group 7 - Operations and Information Systems Management - Viral Video Assignment
- 1. IMPACT OF VIRAL VIDEOS ON ORGANISATIONS VALUE, CLIENT Group 7 PERCEPTIONS AND BUSINESS REACTION
- 2. AGENDA Introduction & Background Viral Videos as a low-cost advertising strategy Viral Videos used to blemish organisational reputation Can the impact and effects of viral videos be measured? Additional uses of viral videos
- 3. INTRODUCTION & BACKGROUND WWW contained videos since its inception in 1991 First pornography, then comedy clips These clips were mostly uploaded via FTP or shared via Email One of the first Viral Video/Animation was Dancing Baby With the emergence of cellphone cameras today„s age of Viral Videos began www.shareyourworld.com was the first platform that allowed users to upload content It paved the way for YouTube and Co. Definition: Viral videos are videos that are created by users and uploaded to sharing platforms such as YouTube (seeding). There the seeding audience watches this video and shares it with friends, colleagues and other acquainted individuals via mostly other social networks such as Facebook, LinkedIn, MySpace, blogs, forums, etc.
- 4. VIRAL VIDEOS AS A LOW -COST ADVERTISING STRATEGY Viral Videos / Marketing influences customer behaviour more than any other advertising method (Word -of-Mouth to World- of-Mouth) Viral advertising allows brands to interact with customers through targeted communication channels. Dove “Real Beauty” Campaign was launched as a viral campaign of 75 sec. It received 2.3 million visits in the first 10 days. The campaign received three times more traf fic than a any previous 30 sec T V ad of Dove VIDEO Greenpeace answered to this campaign on Earth Day with another video about Palm Oil VIDEO
- 5. ADVANTAGES & DISADVANTAGES Advantages Disadvantages Low cost of reaching the client The viral spread is uncontrolled The viral spread is free of charge The viral video can be modified (mutated) and can lead to deformation if intentional No need for professional or expensive The viral existence on the Internet is of tools to create an effective viral video unlimited duration It is possible to attain a high level of The lack of interest in the viral resulting trust, vale, position and brand from wrong distribution – false alert knowledge Likely to reach consumers that are Impossible to measure the viral immune to traditional advertising existence on the Internet Can attract a large audience in a short Lack of legislative regulation concerning period of time viral marketing
- 6. TURNING BAD PUBLICIT Y INTO AN ADVANTAGE Guidelines & Key Points for organisations to answer to viral bashing and how they may recover from online viral brand attacks: HUMILITY LISTEN ACT IMMEDIATELY UNFOUNDED BRAND ATTACKS VALID ACCUSATIONS KEEP NEGATIVE PAGES AWAY FROM THE SEARCH ENGINES UPHOLD COMMUNICATION STAY ENGAGED IN CONVERSATION SHOW GENUINE CONCERN BE PREPARED FOR BRAND ATTACKS
- 7. CAN THE IMPACT AND EFFECTS OF VIRAL VIDEOS BE MEASURED? At the current state it is still very dif ficult to measure the impact and spread of a viral video campaign There are tools that allow the user to monitor certain things but as soon as a video is downloaded and then shared and not shared directly through API„s or embedding it becomes dif ficult Possible tool is a survey just after e.g. a negative video is released (Domino„s pizza) to see the response from the consumers and compare to sales in/decrease
- 8. ADDITIONAL USES Promote the visibility of your band and organisation portfolio Promote a product or service Promote and market events Recruitment medium Bring about social or political changes Satirise public figures Create attention around disaster fund generation causes e.g. Tsunami Showcase your creative skills Make people, laugh, cry, think or react
- 9. Thank