Viral Distribution FVST

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Viral Distribution FVST

• Danish Design CentreJesper Balslev,
  Skylab13.01.2009

17 Slides / 45 minutes / Three films
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My Background

• Production and distribution of webproducts and
  online video since 00
• Customers Venstre, Politiken, Carlsberg,
  Kraft, Roskilde Festival, MEC Sponsorship,
  OMD...
• Blogger, podcaster and videoblogger teacher
  at Mediehøjskolen
• Speciality Wordpress online video

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Where the hell is Matt?
Views 16,784,978 Duration 4 minutes
4
Kobe Bryant Jumps over an Aston Martin
Total views 8,553,382 Duration 0053
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What is a viral video?

• Authentic / realistic / low-fi (cheap)
• Short
• Accidents / Danger
• In-credible
• Mashup / Remix / Parody
• Real People
• Kittens / Pets

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Thats not interesting!

• Its the distribution, stupid.
• (forget production value and Ad-agencies)

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New Media vs Old Media

• In the last 6 months, YouTube produced more than
  the three American networks did in the last 40
  years

Source http//www.youtube.com/watch?vTPAO-lZ4_hU
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Channels

• Browsers
• Search Engines
• Screens
• Mobile Devices
• RSS-Readers
• Pretty Urls
• E-mail

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Standards

• Browsers
• Search Engines
• Screens
• Mobile Devices
• RSS-Readers
• Links pretty, short Urls
• E-mail
• Social Networks
• Blogs

• Flash
• Metadata
• Scalability (h264)
• RSS
• RSS
• Permalinks
• E-mail Function
• Share buttons
• Embed Code

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User expectations

• More than 7 (related)
• More same stuff
• Download
• RSS
• Comment form
• Date Stamp
• Playlist
• Social bookmarks
• More to come
• Non-corporate, identifiable sender

• Quantity
• Related
• Download (shareable/mixable)
• Dialogue
• When?
• Playlist
• Cater to the DJ (share links to social networks
• Process
• Subjective

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Proof
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(No Transcript)
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The Future

• Mashups!
• Standards!Mobile Devices!
• How to avoid redundancy?

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Main points

• Distribution must precede creativity
• Creativity in distribution requires innovative
  iterations
• Understanding of distribution
• is a prerequisite for success (not a guarantee)

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Thank you for listening!
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Links Docs

• Danskernes Internetbrug (pdf)
• Universal McCann (pdf)
• The Secret Strategies Behind Many Viral Videos
  (web)
• Online markedsføring af en musiker sværere end
  man tror (web)
• Clay Shirky Here comes everybody
• Amy Shuen Web 2.0 strategy guide
• Scott Rosenberg Dreaming in Code

• The Anthropology of YouTube
• Most viewed Youtube videos
• Digg Video
• Viral Video Chart
• Distribution af video i Web 2.0 økosystemet
  (Webmercial.dk)
• www.Ted.com
• www.Fora.tv
• www.GoViral.com
• www.addthis.com
• www.wordpress.org
• www.google.com/analytics

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Jesper Balslev

• www.skylab.dk
• www.customplayer.dk
• jesper_at_skylab.dk
• 45 28 44 25 52