1. IMPACT OF VIRAL VIDEOS
ON ORGANISATIONS
VALUE, CLIENT Group 7
PERCEPTIONS AND
BUSINESS REACTION

2. AGENDA
Introduction & Background
Viral Videos as a low-cost advertising
strategy
Viral Videos used to blemish
organisational reputation
Can the impact and effects of viral
videos be measured?
Additional uses of viral videos

3. INTRODUCTION & BACKGROUND
 WWW contained videos since its inception in 1991
 First pornography, then comedy clips
 These clips were mostly uploaded via FTP or shared via Email
 One of the first Viral Video/Animation was Dancing Baby
 With the emergence of cellphone cameras today„s age of Viral
Videos began
 www.shareyourworld.com was the first platform that allowed
users to upload content
 It paved the way for YouTube and Co.
 Definition:
 Viral videos are videos that are created by users and uploaded to
sharing platforms such as YouTube (seeding). There the seeding
audience watches this video and shares it with friends, colleagues
and other acquainted individuals via mostly other social networks
such as Facebook, LinkedIn, MySpace, blogs, forums, etc.

4. VIRAL VIDEOS AS A LOW -COST
ADVERTISING STRATEGY
 Viral Videos / Marketing influences customer behaviour more
than any other advertising method (Word -of-Mouth to World-
of-Mouth)
 Viral advertising allows brands to interact with customers
through targeted communication channels.
 Dove “Real Beauty” Campaign was launched as a viral
campaign of 75 sec. It received 2.3 million visits in the first
10 days. The campaign received three times more traf fic than
a any previous 30 sec T V ad of Dove
 VIDEO
 Greenpeace answered to this campaign on Earth Day with
another video about Palm Oil
 VIDEO

5. ADVANTAGES & DISADVANTAGES
Advantages Disadvantages
Low cost of reaching the client The viral spread is uncontrolled
The viral spread is free of charge The viral video can be modified
(mutated) and can lead to deformation if
intentional
No need for professional or expensive The viral existence on the Internet is of
tools to create an effective viral video unlimited duration
It is possible to attain a high level of The lack of interest in the viral resulting
trust, vale, position and brand from wrong distribution – false alert
knowledge
Likely to reach consumers that are Impossible to measure the viral
immune to traditional advertising existence on the Internet
Can attract a large audience in a short Lack of legislative regulation concerning
period of time viral marketing

6. TURNING BAD PUBLICIT Y INTO AN
ADVANTAGE
 Guidelines & Key Points for organisations to answer to viral
bashing and how they may recover from online viral brand
attacks:
 HUMILITY
 LISTEN
 ACT IMMEDIATELY
 UNFOUNDED BRAND ATTACKS
 VALID ACCUSATIONS
 KEEP NEGATIVE PAGES AWAY FROM THE SEARCH ENGINES
 UPHOLD COMMUNICATION
 STAY ENGAGED IN CONVERSATION
 SHOW GENUINE CONCERN
 BE PREPARED FOR BRAND ATTACKS

7. CAN THE IMPACT AND EFFECTS OF VIRAL
VIDEOS BE MEASURED?
 At the current state it is still very dif ficult to measure the
impact and spread of a viral video campaign
 There are tools that allow the user to monitor certain things
but as soon as a video is downloaded and then shared and not
shared directly through API„s or embedding it becomes
dif ficult
 Possible tool is a survey just after e.g. a negative video is
released (Domino„s pizza) to see the response from the
consumers and compare to sales in/decrease

8. ADDITIONAL USES
 Promote the visibility of your band and organisation portfolio
 Promote a product or service
 Promote and market events
 Recruitment medium
 Bring about social or political changes
 Satirise public figures
 Create attention around disaster fund generation causes e.g.
Tsunami
 Showcase your creative skills
 Make people, laugh, cry, think or react

9. Thank