Your Brand and Viral Video
Spunlogic Lunch & Learn
September 25, 2007
Nalts, willvideoforfood



Goals for Today

Reaffirm potential of medium

Dispel myths

Show best & worst examples

Discuss your challenges


Introduction

By day, I’m a career
marketer

MBA in high-tech
marketing

5 years at Johnson &
Johnson

Currently Consumer

Focus on “earned” not “paid”

Please interrupt

If I’m getting academic, please
throw something


Challenges Brands Face

Is it appropriate for my brand?

Will I lose control? Get slammed?

How can I measure it?

Will it scale?

How will it impact sales?


What is Viral Video?

The term viral video
refers to video clip
content which gains
widespread popularity
through the process of
Internet sharing, typically
through email or IM

video, and 19% do so on a typical day.
(The Pew Internet & American Life Project)

Online Video Users & Spending
Still small part of media mix…
But reach & spending on rapid rise
Spending on sites like MySpace and
Facebook will climb exponentially,
rising from $900 million this year to
$1.4 billion in 2008
Deborah Williamson, eMarketer senior analyst

SEM and Online Video

Landscape
YouTube
The Google of
Online Video
Social
Networking
Sites
(MySpace,
Facebook)
Portals With
Video Sites:
AOL, Google,
Yahoo, MSN
2
nd
-Tier