Marketing Success via Video Social Nets - Sample Pages
FROM SECTION 1: MARKETING VIA VIDEO SOCIAL NETWORKING SITES
What commercial models are video SNS operators using?
A useful starting point is to consider the varying commercial models that SNS operators are experimenting with, in addition to ad funding from the usual banners, site takeovers, rich media and branded media players. This reveals how marketing and its revenue streams might fit in (or not) and the opportunities available to adventurous marketing campaigns.
This A-Z listing is not intended to be exhaustive, but indicative of the wide range of revenue streams that operators hope to tap. See the SNS profiles for more on individual operators.
From Commercial models listing [16 models listed in full report]
Addicting Clips
- Clickable icon over the video – for instance, T-Mobile logo in top right corner that leads to the company’s site
Bebo
- Its music download store charges bands a 20 – 30% commission
- Has announced it will let members choose which ads they see
- Product placement available in KateModern, an online show spun off from the Lonelygirl15 drama
Blip.tv
- Advertisers can create a clickable post-roll image and select which videos to run it on; licenses its software to third-party media owners
....
What is striking about this list is that it opens up new kinds of marketing opportunities, such as clicking on a video overlay or funding a television show based on editorially-selected member-created video, thus taking advantage of the content supply but without the disadvantage of ads appearing in a supposedly “unsuitable” environment.
However, marketers should also be aware that non-ad revenue may be linked in some cases to a move by the SNS owner to have a less obviously commercial service. DayZLoop, an SNS for teen girls, is charging members a subscription fee and inviting only sponsorship from commercial partners so that it need not clutter the site with banners or run pre-rolls on the video.
FROM SECTION 2: CAMPAIGN CASE STUDIES
This section showcases examples of the different approaches that brands have used for marketing via video SNS. The examples have been chosen to illustrate a wide range of potentially useful approaches, rather than on the basis of a particular campaign’s success.
Example case study: Bazooka Joe– own site, YouTube and MySpace
The company drew inspiration from their customers’ own creativity and encouraged it via a range of social networking sites to launch a campaign in August 2006 that continues into 2007. They took the lead for the campaign from their teens dancing to a song about the gum at summer camp. This led to a competition, with television commercials and an invitation to people to upload videos of themselves doing the dance. The campaign’s main site provided inspiration – how to do the dance – and linked to videos of people dancing on YouTube and MySpace (the emphasis later shifted to collecting videos on the BJ site). A blog picked out the best videos, while photos from the making of the commercial were featured on Flickr. An opportunity for playfulness has underpinned a campaign with a long lifespan.
FROM SECTION 4: DETAILED PROFILES OF VIDEO SNS OPERATORS
This section contains profiles of more than 80 video SNS and related services, such as the online television service Joost, for context.
What the profile entries contain
Each profile entry contains a link to the video SNS and describes its community or niche, unique social or technical features, marketing opportunities, advertisers, important campaign, ownership (particularly by major media companies) and experienced media executives in the management. Demographics are by Quantcast, the world's first open Internet ratings service. See FAQ for full details: www.quantcast.com/faq
Example profile: Bebo TV
Quantcast demographics (for Bebo as a whole)
www.quantcast.com/bebo.com
Bebo is a major SNS competitor to MySpace, attracting a slightly younger demographic. It is particularly strong in the UK. The Bebo TV section (launched in September 2006 as enhancement to previous video uploading feature) has videos uploaded and created by members, video contests in association with sponsors and featured sponsored viral videos. Bebo members can embed video in their profiles.
Marketing opportunities: full home page takeover and sponsored homepage profile for a brand can both include video clips. Bebo TV runs contests for sponsors such as NBC’s Friday Night Lights drama. Advertisers in the featured sponsored videos have included Nintendo, Coca-Cola, Pepsi and Electronic Arts. Also runs Google ads.
Bebo has a deal for the exclusive UK rights to KateModern, a spin-off of the Lonelygirl15 online drama and is offering product placement on the show. Existing sponsors include Toyota and Cadbury Creme Eggs.
Marketing Success
About | Table of Contents | Press Release | Price and Delivery
