Show 429 – The Viral Video Manifesto

Categories:Pod Casts
Tags:

Welcome back to The Engaging Brand podcast covering social marketing, business ideas and
brand marketing tips but before we start…The listener winning an Engaging Brand goodie bag – picked from all the people who share, like, tweet about the show to say a BIG thank you from me! – is Martina McGowan.
Mentos

Today Anna Farmery (me!) talks with Stephen Voltz & Fritz Grobe, cofounders of EepyBird Studios, the company behind the Coke and Mentos phenomenon and other viral campaigns that have been seen over 150 million times. We talk about their Viral Video Manifesto
  • How video online is not the same as other broadcast media such as television
  • Is television changing because of social media? Does television need to learn how to create a viral video?
  • The change in user experience by viral videos and You Tube
  • The concept of the circus sideshow and how that can help you undertand what is a viral video.
  • The characteristics of viral video…and why it is not about storytelling when marketing in video
  • Why you need to educate at the beginning of the video
  • How to create an emotional human emotion to trigger brand engagement
  • How viral video clips can work when you are hampered by the legal department and branding rules?
  • Don't tie your video to tightly to your product
  • Think about the demographic of your audience for viral marketing
  • Don't recapture reality…capture reality…make video in marketing authentic
  • How the best viral videos are not be scripted.
  • How video editing is only to remove clips that are not about setup and payoff.
  • How there will always be a difference between TV and online video

I love to hear your thoughts so email me, anna@theengagingbrand.com, join me on twitter , Google+ or Facebook…love to hear your opinion and ideas.

How you can listen to The Engaging Brand

1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast

2) You can subscribe to the show via iTunes or

3) If you use a different podcatcher then you can subscribe using the following RSS Feed

You can now also find it on Stitcher Radio

Author:
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

0 Comments

  1. yzhang64@kent.edu'
    April 14, 2013 at 9:54 pm

    What I got out from this podcast is that creating human emotion is the key to a viral video. It is interesting that you started from talking about the differences between TV shows and online videos. Though they have different goals, TV shows are to keep viewers sitting for hours and online videos are to get people to share, they are common in that both of them aim to get people emotionally involved. One way that enlightened me so much is to include some shared experience and trigger your viewers’ memory. Yet besides demographic, I think it is more important to take psychographic into consideration.

  2. April 15, 2013 at 1:58 pm

    Crystal….I agree the thing I got most from the time with these guys is that TV is about keeping attention but video is about engagement through human emotion. It was nice to speak to people who talked about the social of social media?

Leave a Reply

Name*
Email*
Url
Your message*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>