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Brand Marketing Via Video Social Networking Sites Description:

This 90 page report provides a comprehensive and innovative guide for brand marketing via video social networking sites – the fastest-growing and most challenging online marketing environment. Key questions answered: - What are the opportunities for brand marketing via video social networking sites? - Why not just upload existing television commercials? - What commercial models are video SNS operators using? - How to align a campaign with the members’ motivations so it engages them? - What are the key learning from innovative campaigns by major brands? - What are the essential steps in launching and managing a campaign? - Which of the 80 video SNS have other brands used? Readership - Advertising and Digital Agencies: anticipate and plan for clients’ requirements, discover create approaches and budget resources for campaign management - Brand Marketers: benefit from a complete marketing strategy to generate real community interest and see at a glance the marketing opportunities offered by video SNS - Video social network site operators: make an even stronger case for your ad sales and compare your offering with your competitors - Broadcasters: gain valuable insights into the fast-evolving relationship between broadcast television and online video - Investors and analysts: benefit from an impartial view of video SNS rival business models, major media company investments and involvement by media moguls Online resources - The report contains extensive use of links for marketing case studies and examples of videos by social network members - The sources section contains links to all the original online sources used for the report

Contents:

Introduction The opportunity and the challenge Engaging video SNS members Section 1: Marketing via video social networking sites What is a video social networking site (SNS)? Video SNS are not television on the Internet Video SNS do not rely on professional content Marketing opportunities: why use video SNS? Approaches to marketing via video SNS What commercial models are video SNS operators using? Solving the online ad paradox: Internet users hate and love ads How to align with SNS members’ motivations How to manage participation What subjects and genres do video SNS members produce? Section 2: Campaign case studies Bazooka Joe – own site, YouTube and MySpace Campari Red Passion – YouTube and other SNS Chevrolet – YouTube, vSocial and own sites Dove Cream Oil Oscar Commercial – YouTube and AOL UnCut Dove Evolution and Dove Film- YouTube

HBO’s The Wire Spoken Word Battle – Blastro I Dig Incubus contest – YouTube and own site Jingles for Pringles – own site on ViTrue platform McDonald’s It’s Your Break – YouTube Stride and Matt Harding – YouTube What works What fails – Sunsilk’s Crazy Bride The FLIRT model of SNS engagement Section 3: Practical campaign management Paid-for marketing: YouTube brand channels and PVAs Guerrilla marketing: Who counts as an advertiser? Visibility within an SNS Setting up a profile Managing video uploading options Other SNS functionality Relating to other SNS members Campaign promotion Measuring effectiveness The manipulation of popularity systems The lifespan of a campaign and ending a campaign Section 4: Video SNS operators in detail Overview Video SNS vs other online video services What the profile entries contain 5min Addicting Clips AOL UnCut Video AOL Show Me AOL Video Bebo TV Blastro Blinkx.tv Blip.tv Bolt Break.com Brickfish Broadbandsports.com Castpost ClipShack ClipUpload Coull.tv Crackle CrowdRules Current TV Dabble DailyMotion eBaum’s World eVideoshare Expo TV Eyespot Facebook Friction.TV Go211.com GoFish Google Video Guba Hellodeo HeyCosmo Howstuffworks.com iFilm Islandoo

Joost Jumpcut Kyte LiveLeak LiveVideo LonelyPlanet.tv Lulu.tv Lycos Cinema Magnify.net Mefeedia Metacafe Motionbox MSN Video MSN Soapbox myHeavy MySpaceTV MyToons NBCU/News Corp Netscape video Next New Networks OurMedia OurStage.com Pandora.TV Photobucket Putfile Reality Digital Revver Sharkle.com SkyCast Snowvision Spymac Stage6 StumbleVideo SUBtv Sumo.tv ToonGum Trouble Homegrown Veoh Viddler VideoBomb VideoEgg VideoJug VideoSift VidiLife Vimeo Vmix Vobbo vSocial Yebotv Youare.tv Yahoo! Video YouTube Zannel Ziddio Zooppa Section 5: Statistics 1) Unique users 2) Demographics 3) Videos uploaded 4) Market share of visits 5) Time spent on video SNS

Section 6: Sources and links Tables, charts, figures: - Primary and secondary characteristics of a video SNS - Video SNS compared with television - Commercial models of video SNS operators - The 1 - 10 - 100 creative participation ratio - What subjects do video SNS members produce? - What genres do they produce video in? - Case studies: what works in campaigns - In-depth listings of sections within a video social networking site (eg categories) - In-depth listings of options in creating a video SNS profile and uploading video - Listing of service for measuring online video popularity - Comparison of video SNS with other online video services Video SNS statistics: - Unique users - Demographics - Videos uploaded - Market share of visits - Time spent on video SNS

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