1. ANALYSIS OF THE VIDEO
SEEDING SPACE
ESTEE ELIGER JAFFE

2. What is a Seeding Agency?
 A seeding agency is a social media advertising agency which
strategically places branded videos on websites, message boards
and online communities that are heavily frequented by users.
 The goal of these strategic video placements is to leverage the
power of online sharing across highly targeted communities in
order to build and promote a client’s brand.
 A client typically pays a seeding agency per view/hit, otherwise
known as cost per view or CPV.

3. What is a Viral Video?
 A viral video is one that becomes popular through the
process of Internet sharing, typically through video
sharing websites, social media and email.
Examples of Video Sharing:
 Posting a link on your Facebook page
 Tweeting about a video and including a link
 Posting a link on your YouTube account
 Emailing a link with your comments
 Pinning a video on your Pinterest page
 Blogging about the video
 Posting a video on Tumbler

4. What is Seeding?
 Seeding is the first step a viral marketer takes.
Planting the seed hopefully will follow by others
propagating that seed for you. They will pass on
your message by word of mouth and through
links, tags, and bookmarks. When this happens
your marketing has officially gone viral. Seeding
can be natural or paid.

5. What is Seeding?
Seeding
Social
Video Ad
Video
Networks
Seeding
NATURAL PAID

6. Social Video Seeding VS. Video
Ad Networks
Social Video Seeding Video Ad Networks
• Social marketing for brand videos. • Online banner ad of video in form of an
• Highly engaged, user initiated views. auto-play, pre-roll, or post-roll for existing
• Strategies focus on earned placements for online content.
blogs and social media (Facebook, Twitter, • Not social or engaging.
YouTube, and Blog Forums) leveraging • Commercial/television feel, rich, promoted
influencers, communities, and individuals. effort.
• End goal is brand sentiment, user-sharing, • Shorter video format (average of 15 sec.)
and viewer engagement. • Videos posted on proprietary players.
• Video with light and clever branding, • Views counted are not limited to the front-
entertaining hooks, leveraging a meme or facing counters on video sites.
online influencer/web personality.
• Targeted, customized and measurable.

7. Why Social Video Seeding is the Best
Choice for Your Brand?
SEO/SMO
Outreach campaign
Customized optimization
Strategy reaches out to
through tagging & Guarantees
relevant bloggers
It’s allows for high keyword
& editors, can guaranteed views
selections allows
Social degree of targeting target your
you to track your
within your target
and testing across consumer directly communities
various audience and
where they access
demographics increase
information
marketing
efficiency

8. Why Social Video Seeding is the Best
Choice for Your Brand? Cont.
Influencers Engagement
uses key influencers people love
User- Initiated such as your engaging with
Views vs. Auto- friends, family, or their
Reporting Cost
Play Views trusted bloggers, communities,
which lends a which means continual, CPV , you
letting viewers initiate customized
creates higher levels of trusted and familiar higher levels of only pay
voice to your attention and optimization of when
interest & increases the overall brand
chances for campaign and sharing from one people
creates higher consumer to the strategy view your
completion and
conversion levels of next (comments, content
engagement & tweets, likes, and
brand uplift shares)

9. How to Create a good Social Video
Seeding Campaign
Decide what is the
best social space to
Analyze your brand Decide on your reach your target
personality target audience audience and
devise a digital
strategy
Create an engaging
fun/shocking video,
Seed the video relevant to your
Monitor/Optimize based on decided audience which
strategy captures the
personality of your
brand
Enjoy the
Social
Conversation!

10. Frequently Asked Questions
 Are views guaranteed?
 Views are guaranteed on the platforms that are handpicked for your
brand and targeted towards your defined audience.
 Where are views counted?
 Views are counted at the front facing social networks such as YouTube,
Facebook, and Twitter.
 Are views auto-play or user-initiated?
 Videos are of natural quality content only, which is user-initiated and not
forced.
 What metrics are included in reporting?
 Views by website/country/gender/age/income, cost per view, blogs/sites
uploaded to, viewer’s comments, number of emails sent by
viewer/bookmarks sent by viewer/embeds sent by viewer, number of
viewed end frames by viewer, number of clicks to client site by viewer,
client site ranking, Google returns of campaign, Viral Buzz Chart.

11. Example of a Successful Viral
Seeding Campaign
Addidas- Hunt for Fast
http://www.youtube.com/watch?v=kzkjKMFdhcE
 The gimmick: based around Adidas’s revolutionary ‘Micoach’ performance monitoring
chip, “Hunt For Fast” encouraged viewers to upload stats detailing their performances
to an external Micoach site – allowing them to compete with friends online to become
one of the 11 fastest players in the UK.
 92,270 views (64,778 target views), 798 shares, 276 likes, 214 comments.
 Achieved placement on one of the UK’s top fan run football sites -
“Caught Offside”.
 Ranked 3rd most popular in the competitive ‘Sport’ category.

12. THANK YOU!