Online video marketing: strategy, trends, tips, measurement, statistics, insights, and more from YouTube "star" and career marketer, Kevin "Nalts" Nalty

1. Online Video Marketing
Kevin “Nalts” Nalty
Marketer and YouTube Comedian
“Creating a Synergy Between
Viral Campaigns and Traditional Media”

2. Tripolar Guy
Career Marketer YouTube “Star” Consultant/Speaker
Merck Product Director 185 million views Online-video marketer
Johnson & Johnson 240K subscribers helping brands engage via
950 videos most visceral form of social
KPMG Consulting
Seen >5 million times media.
Qwest Interactive each month, one of Author of
most-viewed YouTube “Beyond Viral”
comedians

3. Book Plug
Going past “viral roulette”
to create sustainable
online-video strategy

4. Video > “Awareness”
• Going past “viral roulette” to create
sustainable online-video strategy
• Video can engage customers, compel them
to action, and increase loyalty
Daniel Sevitt, EyeView
“Beyond Viral” Wiley, 2010

5. We Love Our Brands!
(and hug them, and squeeze them, and name them George)

6. Can We Let Go?
Crowd Source?
Example: Poptent.org independent creators

7. Cost Model Changing
• Fragmentation of web
requires more than million-
dollar mass spot (with
diversity variations).
• Marketers need more
custom content for
emerging channels.
• But we still love Creative
Directors and need agencies.

8. • What defines it?
•
•
Working definition
What we probably mean
Viral
[VIRAL]

9. And Video? Why Bother?
• Video = most visceral social-media
• Consumption rising (boxes)
• Faste$t growing in digital mix
• YouTube= #2 search engine.
• Scale & impact (low cost entry)
• It works (ROI)

10. Buyer’s Market
• 10-40% increase in viewership of online
video in past 12 months
• Still, for every $100 spent on broadcast
television, only $1.60 is spent on online
video (eMarketer)

11. Budget Increases

12. Seven Brilliant Insights *
Old Spice Evian Babies Kraft (Homeless Man w/ Golden Voice)
Because 2 is Too Few
(And We’d Never Remember 8 or More)
* Insights may not be brilliant

13. I.Viral Is Dead
• Viral video and contests pleese god
make i viral
are not an online-video
strategy !
• Lotto has better odds
• Let’s rules not
exception My video
strategy is to
“get lucky!”

14. 2. An Impression
Isn’t an Impression
(Unless It Makes One)
• New medium requires new metrics
• CPM = “clueless promotion measure”
• Solution: Informed assumptions on
value of engagement

15. So How Do We Measure?
• Immediate Response/Action (weight heavily)
‣ Cost per “real” view
‣ Cost-per-visitor to destination
• Assume Residuals:
‣ Slow builds
‣ Indirect impact
• Intent: Test/control and pre/post
BUT Can it Scale?

16. 3. Context > Interruption
• Ads are only one way in.
• Branded entertainment
is harder to ignore
(and working).
!

17. Fox Case Study
• Doubled campaign goal, with
10 plus million views to date
• “Stars” posted 26 “Lie to Me”
and 8 “Fringe” videos.
• More than 100,000 comments
• Both shows renewed.
Fringe one of network’s
best debuts ever.

18. 4. Is Content Really King?
• Produce content based
first on distribution plan.
• Keep costs down.
• Brands as content
creators (BudTV.com)?
• Partner with
proven creators.

19. Fishing Where Fish Are
step one: get them to our product.com sites!
Views!
step two: get our video
content on YouTube!
BoringProduct.com!
Websites!

20. (They Don’t Like to Leave)

21. ... and now a topical one
• Many businesses also hope
that a consumer’s fondness
for a famous endorser with
extent to their goods.
• “Think beyond the A-list”
The gratuitous “today’s
USA Today” reference

22. Every New Medium
Creates New Stars
(some may last more than 15 minutes)

23. 5. Meet the New Stars
• Most-viewed and
most-subscribed
are individuals
• They’ll promote
to their audience
• “Butts in seats” &
implied endorsement

24. 6. Secret Sauce
• Music, dancing
• Sexy, weird, funny, candid
• Thumbnails are queen
& Short titles
• :30 to :90 seconds
• Grab them in
first 10 seconds
• Twist

25. Lead With Entertainment

26. 7. Seed, seed, seed
• Real work starts after posting
• Get it everywhere (Tubemogul.com)
• Add media (per qualified view)
• Target audience via social
• “Your audience may like this...”

27. Sum It Up,YouTube Boy
• TV vs shiny objects: balance
• Think like P&G pre-soap operas
• Fast-follower approach is best
• Integrated approach best, but
difficult to find in one agency
• Stay with essence brand, but remain flexible
based on channel requirements

28. www.WillVideoForFood.com
www.BeyondViral.com
Kevin@NaltsConsulting.com