0900 How do agencies use viral video spots to connect with youth markets?

I know this is a little difficult to see, but unfortunately, this is the best I’ve got. Nonetheless, it summarize most of the marketing spend by.

This is what I call our brand interaction model. From a status of the brand, no awareness, awareness, consideration, trail, purchase… All the way through advocacy and collaboration.

Traditional brand management framework. Right?

Underneath that we have identification of web user. Unknown, known, profiled, personalized, certified. Now, certified means that I’ve deputized you as an ambassador for my brand.

Most of the marketing spend gets spent here in this domain of unknown. How do we get people to identify? How do we get them to walk into the showroom? How do we get them to walk into the store? How do we get them to call into the call center? How do we get them to visit the website?

In the next five years, the unknown universe of consumers will disappear. I’ll say that again. The notion of an anonymous web visitor will disappear in the next five years. All of that traditional advertising spend has been going about generating awareness and some consideration.

The fundamental value proposition for advertising will shift as virtually everyone is self-identified [inaudible]. Wow. Then it shifts to social media and multichannel marketing analytics.

I want to call your attention to this thing called a V Spot. I’ve got a number of Dutch clients, and they have somewhat of an interesting sense of humor. Their campaign is, “Where’s your V spot?”

“Where’s your V spot,” corresponds to the viral video spot. What are viral video spots? Let me give you an example of a case in point.

Nike’s come out with a new shoe for hard-core torts. Racquetball or handball. We go to the social media agency — in this case called “Social Media 8.” They go to Social Media 8 and say, “Look. We think that viral video spots to the bloggers that are covering hard-core sports are where we need to be. We need some viral video spots.”

Great. We come up with these viral video spots, and who are the 10,000 most traffic blogs that are talking about sports shoes? Here they are.

They have a tracking system to identify the top 10,000 blogs by topic. Then out of that 10,000, what are the 1,000 that are most favorable to Nike? They have a conversation tracker and a viral tracker, and they’re able to identify and put into a dashboard exactly what 1,000 blogs are most predisposed to say good things about Nike.

Then this social media agency goes to these bloggers and says, “I’ve got some unpublished viral content. Would you like to have access to it?” “Yes.” “Well, we need to certify you a little bit. Then based on the traffic, we’ll pay you per impression.”

Paid viral video in the blogs. Way cool.

Now what’s Shannon doing? Alex, where are you going? “Going to this blog. Going to this forum.” You’re seeing these cool… By the way, they call them the 3 H’s. The three success factors for viral video. Is it humorous, horrific or horny?

In Dutch, it translates a little bit differently. But that’s essentially the idea. These are inducing. They’re pulling people through the brand-engagement model, as opposed to pushing a rope through a pipe.

That’s another kind of mindset that’s fundamentally different about this engagement model. It’s about, “How do we create traction here? How do we pull people through these various levels of engagement?” Viral video is one of those.