This post is the third in a series of four about viral video marketing. The first post, Viral Video Marketing - Creating a Strategy, covered the necessary steps needed to create a viral video strategy. The second post Viral Video Marketing - Creating the content, reviewed the emotional appeal of video, the types of videos you can create, and other considerations of video production. The final post will cover measurement insights that we have either learned through practice, or are widely recognized as best practices.

A video will go viral if the number of people that share it is greater than the number of people that initially viewed it. For this to happen, two things need to be true:

1. The content should be share-worthy: viewers must feel compelled to share the content with their friends and colleagues.  
2. The video needs to be viewed in the proper channels: share-worthy content will not go viral unless it is broadcasted on a platform where influencers can view it. 

The last blog post discussed important things to consider when creating viral content. The first blog post briefly discussed the groundwork necessary to properly land content, but didn't go into too much detail.

How to Identify Channels and Influencers 

Develop a persona for your ideal viewers. Knowing who you are targeting will help you identify the proper influencers (those that will actually share your content) across channels.  

Set up a system to listen to the web. There are many tools that are designed to help you understand where people are discussing topics related to your brand online. Through keyword monitoring, you will be able to indentify the individuals who are most active in the conversations regarding your brand. This by no means is a comprehensive list, but it is a good start. 

1. The first step is setting up a central hub where all your pre-defined keyword mentions are aggregated. Google Reader is easy to use for this. Once you define your keywords in the search engines below you can subscribe to their RSS feeds which will automatically send search results to your central hub. 
2. Use Google Alerts to track mentions of your product/service, brand, competitors brand, and other keywords across the web. 
3. Twitter's search function is also an easy way to track mentions across twitter. Evaluate the users discussing your brand and start engaging with them before your content launches. It can also be helpful to search within user profiles to find demographics and social groups that fit within your target market. FollowWonk allows you to search within Twitter bios. 
4. If your industry or product is commonly discussed on message boards, Boardtracker is a useful tool to find keywords in forum threads. 
5. Sites like Technorati and BlogPulse tracks buzz and searches for trends that pertain to your company.

Engage with influencers prior to launching content. Once you have identified the top percentage of individuals who influence the social communities important to your brand, the next step involves active engagement. A basic rule to understand about the majority of influencers is that most are motivated by fame. Calling out top influencers or giving them a thumbs up publicly on social media sites will further deepen the relationship you are cultivating with them. Portraying transparency and authenticity through your social media communication is key to building trust with your influencers.  

Push your content out once it launches. Bloggers and social media writers crave content. Since we have already taken the time to develop relationships with influencers, the possibiliy of getting a repost or mention when we send these individuals your video is much higher. Think of it as a warm lead as opposed to a cold call. In addition to directly seeding the video with influencers, post the video on bookmarking sites like Reddit, Digg, StumbleUpon; multi-media sites like TubeMogul which pushes content out to all the mainstream video sharing sites; and traditional social media sites like Facebook, Twitter and LinkedIn.  

Other things to keep in mind. If something with the launch goes haywire there are five keys to resolving any crisis that may arrive

1. Respond with lightning-speed 
2. Provide hyper-transparency 
3. Get ready for a two-way dialogue 
4. Understand that reputations are built and broken in search (very difficult to dislodge content once it is in search results) 
5. Don't underestimate the power of your detractors (everyone has the resources to be an influencer in their social circle. Don't blow anyone off.)

This post is the second in a series of four about viral video marketing. The first post, Viral Video Marketing - Creating a Strategy, covered the necessary steps needed to create a viral video strategy. The next posts will cover implementation and measurement insights that we have either learned through practice, or are widely recognized as best practices.

Once a strategy is in place and accepted by the necessary stakeholders, the next step is to determine the approach and create the content. Creative content is critical to viral success - people do not share or engage with mediocre content. Videos typically go viral when they appeal to a person's emotions - these emotions could include joy, sadness, delight, surprise, etc. Just make sure there is a clear emotional appeal, and that these emotions are inline with your brand.

Understand the Keys to Success

After you define your emotional appeal, understand how other companies have achieved success using these emotions. Visible Measures, ReelSEO, and Mashable Video all have regular features about viral videos. You can also check out the Category section on YouTube. Try to notice common themes among the top featured videos. For example, I've noticed that some viral vlogs incorporate comments from viewers into future vlogs. Doing this builds audience engagement and active viewers, and active viewers will send videos along to their friends.

Writing Content

The next step is to start concepting. Of course, we'd recommend partnering with an experienced viral video production agency to develop concepts, but here are a few ideas to get you started if you plan to make a humorous viral video:

1. Parody: Is there a video that is really hot right now? Create a parody to try to build off their fame. The key to a successful parody is speed and quality. You'll need to produce this quickly - the original video still needs to be popular for a parody to take off. It should also be as funny or funnier than the original. If the humor quality isn't up to snuff, then the video will fall flat and may even tarnish your brand. 
2. Stunt: A stunt video shows some kind of newsworthy or novel action, typically featuring your product. The most successful example of this is Blendtec's "Will it Blend" videos. The key to their continued success is that they are blending newsworthy objects - whenever a new iPhone comes out, Blendtec is quick to blend one.  
3. Prank: A viral video that shows a prank needs to be hilarious to go viral. The other side of the coin is the shock video - this is when a prank or a stunt goes horribly wrong, so much that the audience is shocked.  
4. Celebrity: If you are lucky enough to have celebrity friends that will endorse your product, you'll have a quick way to get views. Celebrities already have a fan base, so appealing to that base could help your views and viral potential. 
5. Original story: This is the most ambitious of the above approaches, since you will likely need to partner with an agency or scriptwriter and hire actors. Think about this approach as making a mini-film or broadcast commercial. But with the added investment, could come a huge payoff. 

Other Considerations

1. Will you need to hire talent? 
2. Where will the video be shot? Do you need to secure a location or a studio? 
3. Will there be one video or a series of videos?  
4. Is it all live action? Or will you need animation as well? Or is it all animation? 
5. What equipment will you need? 
6. Are there other licensing considerations? 

Creative content is the first part of the puzzle. The next blog in this series will cover the second part - landing the content for viral success.

Michelle and Rich discuss KFC's viral video depicting a shark attack in an Amsterdam canal.

Shark Attack in Amsterdam Canal Martini Media Vlog from Martini Media on Vimeo.

Here is the original video.

This post is the first in a series of four about viral video marketing. We'll discuss strategy, content, and implementation insights that we have either learned through practice, or are widely recognized as best practices.

Every viral video campaign should begin not with the content, but with a strategy. The best content could fall flat if it isn't inline with the greater marketing strategy and company goals. Viral video marketing strategy should include measurable goals, defined integration to a company's overall marketing strategy, and a strategy to land the content with your audience.

Define Goals

Strategy begins with goals - typical goals used to be to drive traffic to a website with the purpose of making a sale or some other kind of conversion. With more sophisticated tools and analytics, goals can also include awareness, sentiment, or engagement shifts.

1. Awareness: You have a new product and would like to create some awareness. Your goal is to get as much exposure as possible in your target audience, and probably to dive traffic back to a website to find out more information.
2. Sentiment: You have a product that exists in a competitive marketplace. Your goal is to change the sentiment around your product in your target audience.
3. Engagement: You'd like users to become more engaged with your product or brand. Your goal is to use video to elicit a call to action for your users to create their own content around your product, submit to a contest, or perform another action that requires engagement with your company (not necessarily a purchase though).

Integrate with Greater Marketing/PR Strategy

Video should raise some questions - after all, you do want your audience to be intrigued/amused/delighted enough to perform another action after viewing the video. However, your video content should not be so disconnected that you leave your viewers confused. Before creating any content, make sure you communicate with marketing and PR to understand what your key company messages are, who your audience is, and what their goals are. Your video should fit in somewhere in this overall strategy.

Identify Channels to Land the Content

A video will likely not go viral unless you understand the mindset of your core demographic and there is a strategy in place before production to land the content. First, identify the channels your company currently engages in. If your audience is engaging somewhere else, you need to start building trust in those channels. During the strategy phase, identify who the key influencers are in each channel, and if possible, understand what their preferences are. If your content appeals to them, chances are it will receive their endorsement and appeal to their audience.

We recommend writing a clear strategy document, and having this document approved by the marketing team. If the strategy is in place and agreed upon, then the content creation and implementation processes will go much smoother down the road.

Wieden and Kennedy's most recent YouTube response videos for Old Spice will likely be called the most successful social media campaign for a while. And it is well-deserved - over three days, the team at W+K and actor Isaiah Mustafa produced over 180 video responses to bloggers, influencers, and other commenters on Twitter, Facebook, YouTube, Reddit, Yahoo and other social networks. While the execution is certainly innovative, they started off the same as other campaigns - with great content.

It seems to us that The Man Your Man Could Smell Like started off as an evolution of other W+K characters for Old Spice. He started off in a spot called Different Scents.

There are several noticeable parallels between these ads. First, the language is very similar among the two ads - these men are confident and powerful, sportsmen and lovers. Second, the structure and sets of the ads both feature the main character pass from set to set without disruption. It's as if the scenery is moving around these powerful characters.

The next ads that appeared were the Odor Blocker ads created by W+K and Tim Heidecker and Eric Wareheim of the Tim and Eric Awesome Show, Great Job.

These ads star President Camacho, er, Terry Crews and illustrate Old Spice's odor blocking qualities in true Tim and Eric farcical style. I love these ads, but I can see how they might be a bit over the top for some viewers. They got a lot of buzz though, and each ad has between one to five million views on YouTube.

However, W+K and Old Spice finally hit platinum with The Man Your Man Could Smell Like.

The first video has almost fourteen million views on YouTube as of July 16 - I'm sure in the coming weeks it will far surpass that number. How is this video different to make it more successful than the others? This was the first ad that appeared to speak to women. Mustafa starts the ad with "Hello Ladies," then speaks to them for the rest of the ad. Is the ad targeted at women though? Not necessarily, but in Mustafa, W+K seems to have found the perfect "men want to be him, women want to be with him" type of guy. He is perfect mix of bravado and romance.

Once W+K had a hugely successful hit on their hands, they kept the formula. They expanded their social media activities and launched a hugely successful, cross-platform social media campaign from July 12th to the 14th. They had the advantage of starting with widely recognized, well-received content, so they're potential to go viral really depended on how wide of a net they cast. They reached out to a wide variety of bloggers, celebrities, and technophiles. He even helped a guy out with his marriage proposal (she said yes). They made viral video in real time.

W+K has set the bar for social media. They fused viral content with the real time web, and had amazing results. The only question left to ask is what's next?

This time of year seems to bring out the sporty in everyone. Maybe that's why this month's most infectious viral videos so far seem to be sports themed, minus the jerseys. That's right: a little sun break from winter and all the sudden nakedness is in full bloom. You can thank your lucky sneakers for it, provided they're Reeboks.

First up is the infamous Chuck Lidell naked workout video: Chuck Liddell Naked Workout I doubt anyone was ever really fooled, but does it matter? It's the best of the best, all the infamy of a leaked sex video without the shame and bad night vision shots. Actually there may be some shame involved, but nothing that fat endorsement check from Reebok can't wash away faster than any cold shower ever could. Speaking of a cold shower, if Chuck's girlfriend ran any longer on that treadmill most viewers would be forced to take one themselves.

But if she wasn't enough to sell shoes, Reebok closes the deal with this next ad, featuring talking female body parts: Reebok Easy Tone Shoes Obviously targeted to both sexes, the ad messages well. If you buy a new pair of shoes, your body improves. In fact, parts of your body may even begin talking. Maybe that's not such a good thing, especially considering how caddy a pair of scorned breasts could be. But nonetheless, who doesn't like self-improvement? The only silent body part seemed to be the butt. Maybe THAT is a good thing.

What the ads also say is that Reebok is going all in. They don't seem to mind offending someone/anyone. Sooner or later nudity is bound to make someone uncomfortable, and I don't just mean guys worrying about Chuck's junk getting smashed on squat rack during a awkward forced rep. No, we mean there are bound to be women's groups in an uproar over both ads, angry at the objectification of women. Point taken. Of course, life on the internet is full of opportunities for offending, which is precisely why Reebok chose the internet for these ads. People who get offended tend to voice their opinions in the comments field. Which of course lead to...you guessed it; more hits.

The internet offers a lot of leeway broadcast media doesn't, in terms of production values, product messaging, etc. Unfortunately nothing is sacred, any YouTube comment will tell you that. If the goal is to get attention, Reebok certainly scored. As far as brand presence and image goes, well...Reebok is taking a chance, flying by the seat of their pants. That is...if they're wearing any pants. Only time and the almighty hit counter will tell if it was indeed worth the risks taken.

Well, the big game is always the stage for the advertising industry's blockbuster ads, their Spielbergian moment to capture the collective imagination of the largest viewing audience possible, as well as its disposable income. From a viral and internet marketing perspective, what stands out is broadcast media borrowing heavily from hits on the web. There seemed to be a high preponderance of cute, feral creatures playing violin or watching car ads, something that is always sure on the internet to increase your YouTube hits. And the vizio ad featured a greatest hits collection of the last few year's most popular viral sensations.

What it all adds up to is this; viral marketing doesn't stop where the internet ends. It can find itself at a front row seat on the greatest show on earth, without the sting of the 1 million dollar minimum media buys. Overall, there were a couple of real standouts. The Volkswagen ad with Stevie Wonder was simply brilliant. By referencing the "slugbug" phenomena everyone has participated in at one point in their lives, it formed a very simple, easygoing connection with their audience. Following that up with a great Stevie Wonder scene at the end...well...was a home run (or shall we say...touchdown)?

On the down side, there was a lot of weirdness. And a lot of men in their underwear. Maybe this is the dark side of viral marketing rearing its ugly head. Viral and internet marketing have raised the bar in terms of what really entertains people. Ads can no longer afford not to be entertaining to some degree. Taking risks is essential, and not every risk panned out. The Taco Bell ad with Charles Barkley was chaos. The GoDaddy ads were, well...just cheesy.

All in all, risks do have to be taken, but execution is everything. From a marketing point of view, it all ads up to the fact that viral internet marketing has never been more influential. Usually Superbowl Sunday sets the tone for a company's ad campaign for the year to come. Now, the Big Game finds itself playing no-huddle hurry up offense, trying to beat its young internet brother to the punchline.

Our video for the Greater Seattle Chamber of Commerce debuted yesterday at the 127th Annual Meeting, marking the official start of the campaign It's Time for Business: Leading the Regional Economic Recovery. The video features members of the Seattle business glitterati, including regional Chase CEO Phyllis Campbell, Governor Christine Gregoire, Microsoft CEO Steve Ballmer, Tom Douglas, Teatro Zinzanni, Mariners' Manager Don Wakamatsu, Wing-it Productions Creative Director Andrew McMasters, and Ezell's Chicken founder Lewis Rudd. Special thanks also goes to Starbucks Coffee, Pike Place Market, Ivar's, and Qwest for appearing in the film. Visit the official It's Time for Business website to post jobs, share your business story, see upcoming events and more.