A compelling visual representation is the best expression of an organization’s unique identity, and, many agree, nothing is better than the power of video. No other media — including print, digital photography, or text — can effectively represent an organization’s culture to the outsider. Thanks to the confluence of technology and creative forces, we are experiencing a revolution in viral videos. So where does your organization or school begin the process of incorporating viral videos into your promotional efforts? Ian’s presentation will feature one-of-a-kind examples, creative case studies, and a good laugh or two, as he shows how to build a brand through effective viral videos.

1. Viral Videos ed Social Media Summit
San Francisco
www.iansymmonds.com | @symmonds
Tuesday, April 17, 12

2. [ The MarComm
Challenge ]
Words and photos in print or on the web
often
fail to convey the unique culture of a
school, college, or university brand.
Thankfully, ubiquitous video has given us a
new medium to bring the culture to the curb.
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Tuesday, April 17, 12

3. [ Viral Videos ]
But, what makes a good video great
and propel it to go viral?
I think there are three keys for videos
to have the momentum to go viral.
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4. [ Three Keys to Viral ]
Appeal to the Attention Economy
Support the Brand
Flawless Execution
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Tuesday, April 17, 12

5. [ Three Case Studies ]
We’ve taken three videos - each less than four
minutes - to give you a taste of best in class
viral videos.
Each was done exceptionally well and has a
great storyline behind them.
What do you think the big idea is behind each one?
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Tuesday, April 17, 12

6. [ Best in Class: Brand ]
What happens when you take a best in
class
sports apparel brand and link it to a
university hellbent on becoming the
nation’s preeminent athletic program?
“Return of the Quack” | Supwichugirl | 1.7 M
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8. [ Best in Class: Recruitment ]
A competitive Louisville market for private
independent and parochial schools created
the urgency for one school to get attention
and drive visitors to an open house event.
And, what about their launch strategy?
Assumption High School | 35 K
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10. [ Best in Class: Donors ]
Is there a better way to thank donors
than putting their name in lights, hosting a
cocktail reception, and putting a plaque on
the wall?
Bowling Green State University thinks so.
“Stroh Center Rap” | BGSU | 166 K
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11. 11
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12. [ Three Keys to Viral ]
Appeal to the Attention Economy
Support the Brand
Flawless Execution
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Tuesday, April 17, 12