Presentation by Aaron Kronis - Slides don't explain everything so it may seem a little confusing without the presentation which was oral. From Pubcon New Orleans, May 2-5th, 2013. See Aaron Speak next at Pubcon 2013 in Las Vegas, Oct 2013.

1. Video & Viral Multimedia SEO
Presented by:
Aaron @KRONiS
CEO - Stamina Records
http://kronis.in/contact-aaron

3. What does viral really mean?
• „The Urge‟ to share relevant content
with your network (peeps).
– Can be„Ego based‟
– „Sharer‟ posts & seeks „social credit’ or
„social equity‟ for a niche from peers.

4. Viral Rhymes with Spiral (it does)
• „Virility usually occurs when content
connects on several emotions

5. It Makes Sense
The Human Response Perspective
Example: Valentine‟s Cards from grade school.
Emotions: Nostalgia & Love

6. It’s the connections that go viral
• If general enough & relatable, could
connect two people with an old Valentine‟s
story from grade school.
• Then it is possible to connect others who
relate & will thus share it virally after
feeling „connected‟ to the topic.

7. How DOES one make
something go viral?

10. Let‟s look at this with more
scrutiny
• 1) A video is NOT viral until it is shared
• 2) A great video has the potential to go
viral
• 3) A crappy video has the potential to go
viral if the right online influencers get
behind it.

11. How do you make something
„Go Viral?‟
• Similar to a newspaper‟s daily grind or a
news outlet trying to get the „scoop‟ first.
• Only in our situation, we‟re creating the
news!
• So it better be relevant and connect to
emotions!

12. Create Something You‟d Share
• The goal is to make something that
causes the viewer to „WANT‟ to share
it, possibly for their own ego.
• CONNECT WITH 2 OR MORE EMOTIONS
(valentine‟s nostalgia example)

13. Trends
• Create a current take on a trend that
has gained momentum online lately.
• Add a unique angle to it, perhaps in
your blog‟s voice or with your „flare‟.
• You know what this means, now do it.

14. People STILL love lists.
• Create a video that lists
the top 10 bloggers in
your field.
• Uses the „EGO HOOK‟
such that some of these
bloggers may link to you
due to being IN it.

15. Everywhere I go people
always ask me…
• Well what have YOU done?
• I don‟t get to execute that many Viral
video campaigns.
• Here‟s the latest one!

16. EXAMPLE
• Kickstarter campaign
• Ended April 17th.
• SUCCESSFUL!!!
• What was it?

17. The Mars Rover Art Car

18. The Mars Rover Art Car
CHALLENGES:
• A bit difficult to explain what you get
• Pro Video made, but a little long
• You can only share so much with your
friends and network

19. The Mars Rover Art Car
• Goal: $8K which if reached will be matched
another $4K by a private citizen‟s donation.
• Challenge: Get this FUNDED!!

20. How?
• We took to Twitter and Facebook
immediately.
• Soon after we realized that our networks
were saturated – didn‟t want to piss off our
friends!
• Outreach to Facebook groups, bloggers and
celebrities.

21. Ways to promote a Kickstarter?
• Local events: show up with 25 people
dressed in orange flight suits to explain
permaculture and hand out biz cards
with the Kickstarter links.
• Attended regional Burning Man event
on March 23-24-25 in Joshua tree with
our flight suits.

23. Outreach
• To reach a critical mass, this helps
with the national reach
• As we were getting closer to our goal
started to do more „spacey interest
type‟ things to post pics from.
• Such as going to NASA to meet
Curiosity‟s twin sister here on Earth.

29. So what happened?
• Well, we learned NOT to put our eggs
in one basket.
• I was told that the 5 million subscribers
strong Facebook group „I Fucking Love
Science‟ was going to post our
campaign.
• Elise was sick and traveling and didn‟t
get to it before our deadline

30. Outreach
• Tasked Rovernauts to approach 5
bloggers each and email them about
our project to promote Permaculture.
• We clarified our EDUCATIONAL
component and cleared up what you
get for donating a little better.
• Everyone pulled together and we
scraped by with $8,410 of $8K goal!!!

32. How are we for time?
• Let‟s watch it?
• YES
• NO

33. Vimeo Vs. YouTube?
• I spoke at WordCampLA 2010
• Ben Huh, creator icanhas.cheezburger.com

35. Vimeo vs YouTube?
• Ben Explained:
• Take the best Deal.
• Get views, then
• NEGOTIATE WITH THEM!

36. Setting up your custom
YouTube Channel.
• Some hints you may not know about.
• Create the script of your videos for
closed captioning
– Upload it as a text file to youtube

38. How to prepare for traffic
• Contingency for success!
• If you have something that suddenly
gets viral action you better be ready!
• Own your profiles on all social media
accounts.. Twitter / Facebook /
Pinterest / LinkedIn / YouTube

39. Email Marketing
• This is a huge part of a successful viral
marketing campaign
• Your already created list of targeted
people will likely open the video if
done properly.

40. Use your OWN data
• Don‟t listen to some „social scientist‟
who claims,
“8:30 AM is the best time to blast it out
in your market”
• The Answer is TEST your OWN data.
• Send Emails out when YOUR audience
opens them the most.

42. 3 Top Multimedia SE‟s?
.
• Pinterest!

43. • Do You Know About its Keyword Tool?
• Keyword Research Tactics

44. Make YouTube Work For You
• SEO Tactics:
1. YouTube KW research - Search KWs to
find related terms in descriptions of
videos results .
2. SEO Video Scripting – Planning out your
videos
3. Upload Transcriptions (Earlier example)
For Closed Captioning…and for Google of
course

45. YouTube Optimization
Less Obvious:
– Text transcripts (SpeechPad.com does it)
– Use relevant copy surrounding
images/videos with supportive keywords.
– Don't forget to use the keyword VIDEO,
never assume its there.

46. Remember to Engage

47. Remember to Engage
• Engagement is half the battle.
• Show how your YouTube Channel team
is a fun group of people doing things
that „define‟ them.
• Post regular updates
• Real behind the scenes candid camera
phone videos are inexpensive and easy

48. • aaron@staminarecords.com
• Or http://kronis.in/contact-aaron
Contact Info:
Aaron Kronis
CEO of StaminaRecords.com
@KRONiS (please follow!)