1. Content driven brand strategy

2. Online video “The future is already here – it's just not very evenly distributed” William Gibson

3. The evolution in online advertising The driver The format Access Broadband Rich media + search Static display Audiovisual Experience (content) The front line Reach Performance Brand 1996-2001 2008- 2003-2007

4. Delivering superior performance Videos, properly submitted, are 53 times more likely to generate a first page Google ranking than traditional SEO techniques Forrester Report, 2010 Video ads are on average 4-7 times more effective than other display formats in engaging a user. Double click & Dynamic Logic 2009

5. By Tom Foremski

6. 3 questions to getusgoing… How and where am I speaking to people? Media Audience Who are they and what do they care about? Where in the lifecycle do I want the video to communicate to my target audience? Content

7. Media: From ads to content From drive to site… Traditional tools like display are expensive and not good at engaging users. … to distributing content Distribution of audiovisual content to engage and be useful. Offer a relationship.

8. Audience: The who, how and what Who are they? What to they care about? How do they speak?

9. The content driven consumer life-cycle 1. Awareness 2. Interest 3. Action 4. Loyalty

10. goviral is a global video content distribution network Looking at the lifecycle

11. Let the brand take the backseat 1. Awareness 2. Interest Expanding audiences and build a connection 3. Action 4. Loyalty

12. VW: The fun theory Talkingabout the environment doesn’t have to be boring Use the attention to do something with the users

13. The product is the star 1. Awareness 2. Interest Bringing products to life and increasing engagement 3. Action 4. Loyalty 13

14. Apple Ipad2 Information canbe as valuable as entertainment The brand, the products & the people

15. 1. Awareness 2. Interest 3. Action 4. Loyalty Action Convert browsers to buyers 15

16. If you can pursuade me I buy Integrate video and buying in a way thatmakessense Rememberthatpeopledon’t have to go to your site to buy a product. Useother destinations and even the video playeritself.

17. Loyalty 1. Awareness 2. Interest Increase the value of your product 3. Action 4. Loyalty 17

18. If you keep me happy, I will stay Offer guides and tutorials to empowercustomers and let themget more out of your product The product is the wholeexperience, not just the materialvalues. This is customer service on demand.

19. Summary Concept Activation

20. goviral is a global video content distribution network The future is already here: Nike

21. Awareness: Write the future Content: Write the future Launched for the world cup in South Africa, Write the future “owned” the world cup for Nike – leading users to sign up (6,5mil) for Facebook to personalize their page and follow/join the “The Chance

22. Interest: The Chance Content: “The chance” “The chance” followed almost 100,000 young hopeful players trying to get selected for an elite Nike Academy football camp. It allowed users to build a personalized facebook page to promote themselves. 100 players were chosen and multiple videos where created during the selection period, following the different sessions and the final selection ceremony were the 8 final members of the academy was celebrated.

23. Interest: The Chance

24. Action: 360 CTR info videos Content: Nike CTR 360 boot Content presenting the new CTR 360 boot and why it is especially good for midfielders/playmakers.

25. Loyalty: Take control + many others Content: Football+ When you have bought your Nike football boots, you get access to Nike Football+. It is a separate area of the Nike Football website that gives you training videos with the best players in the world. It is not just about the boot, it is the promise of becoming a better football player.

26. 'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’ Trevor Edwards, Vice President, Global Brand & Category Management - Nike