Sessions at SXSW Interactive 2012 about Viral Marketing in Capital Ballroom A

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Saturday 10th March 2012

Hacking YouTube: Science & Secrets of Viral Videos

by Prerna Gupta

The goal of this session is to demystify the “viral video” and demonstrate that there is in fact a science to creating viral hits. In this presentation, I will discuss my experiences producing viral videos that have received over 100 million views. I will share what I have learned about crafting a product message in the form of a viral video and maximizing video views. We'll analyze successful videos ranging from small hits (250k-500k views), medium hits (1M-5M views) and monster hits (10M+ views), breaking them down into the key “viral characteristics” that contributed to each video’s success. I will also discuss strategies for integrating product demos with these viral characteristics, and the trade-offs between including substantial product demos versus simple product placements. Finally, I will demonstrate how entrepreneurs on shoe-string budgets can employ these viral video strategies to gain widespread distribution for their products, by examining the adoption of my own product LaDiDa, which became a Top 10 Music iPhone App and has been used to create more than 20 million songs as a direct result of these viral video marketing techniques.
- Viral Marketing
- YouTube
At 11:00am to 12:00pm, Saturday 10th March

In Capital Ballroom A, InterContinental Stephen F. Austin

Coverage audio clip
Viral Is a Dirty Word: Strategic Video Success

by Jeremy Sanchez and Robert John Davis

“Viral.” No word in the interactive marketing lexicon derails strategic thinking quite as effectively. Everyone wants their video to go viral, but the fantasy of millions of people discovering a video for free (without media, PR and search strategies) leads to disappointment and disillusion. Few videos ever go viral, and fewer actually need to. Good interactive video strategies don’t just rely upon massive numbers of views. From VSEO (video search engine optimization) to interactive engagement, video offers opportunities that go far beyond the limitations of viral TV2.0 strategies. Engagement and meaningful KPI’s increase the value of video to global companies as well as neighborhood cake shops – regardless of any viral impact. Learn how to optimize your video strategy to pull the levers that matter most.
At 12:30pm to 1:30pm, Saturday 10th March

In Capital Ballroom A, InterContinental Stephen F. Austin

Coverage slide deck audio clip