Youtube

The Janoskians are a group of 5 boys that are taking the world by storm! The Janoskians = Just, Another, Name, Of, Silly, Kids, In, Another, Nation. (Skip). The boys became known to the media and public and branded as ‘The YouTube and Online Sensations’ in late March last year when their Meet & Greet and Luna Park, Melbourne, had a turn up of over 6000 fans and had to be closed down. They now have over 550K subscribers to their main YouTube channel – The Janoskians – with almost 56 million views to date on one channel alone!!

They have caught the attention of Sony, MTV, are partnered with YouTube and have just signed with the likes of Keek and various other social platforms. The boys were also recently approached by the Moreland City Council Mayor, OscarYildez (Vic) and are proud to say that they have now joined forces with the ‘Bully Free Australia Foundation’ (in which they promote awareness against bullying) are anti-bullying Board Members and Ambassadors for all online social networks that they are involved with. This campaign also reaches schools, workplaces and the wider community.

Involved in this campaign include the likes of Pink, Melbourne Victory Football Club, EDFL, ACG and many other high profile celebrities and businesses. The Janoskians recently released their first single being ‘Set this world on Fire’ with 3 more songs to be released in the next few months! The boys have just completed touring and performing in the ‘Summer Night’s Tour’ with Reece Mastin and The Justice Crew which was a great success and something the boys will never forget. The Janoskians look forward to now travel overseas to meet the ever growing Janoskian fan base all over the world!

The boys have made 8 episodes with MTV including many ‘bonus’ and ‘bloopers’ clips added – in association with their show: www. mtv. com. au/thejanoskians. The show has now reached the UK and has attracted interest from Canada, Sweden and many other countries and no doubt will go global this year with MTV which is very exciting! On Saturday, March 16, 2013, the boys will be attending the “Ribbon Cutting Ceremony” by the Honourable Prime Minister Julia Gillard who will be officially launching the Anti Bullying Australia Foundation!

Nestle KitKat Cross-platform mobile app The Challenge Nestle is one of the world’s leading FMCG manufacturers. Kit Kat is Nestle’s leading confectionary brand and the UK’s favourite chocolate biscuit bar. Our Strategy Our aim was to create an extension to Kit Kat’s YouTube channel for the smart phone user. The brief was to create an experience which utilises the unique functionality that mobile provides, and Users are asked what mood they are in, and a selection of videos is presented to them.

The topics range from a tutorial on how to body pop, or a clip of a Kit Kat advert from the archive. At the end of the video the user is returned to the app to be able to view more inspiring videos and share with friends. Imano were asked to contribute to Kit Kat’s Shake & Break campaign, created by Skive, by delivering an app to run alongside their existing YouTube channel. The commissioned app was for both Android and iPhone platforms. ncourage the campaign to ‘go social’ through all digital channels. The goal of the Shake & Break app was to allow users to make the most out of their break times, in a fun way with Kit Kat. Our strategy was to create a seamless environment where they could engage with the selection of YouTube video choice to compliment the campaign. The Results Through an agile working approach the tight project deadlines were met and the app is now live in two Android market places and the app Store.

As retained Nestle agencies Imano and Skive have successfully worked together to push boundaries and evolve the mobile/social media marketing strategy that the brand will be adopting for the foreseeable future. For further information contact: Imano plc Tel: UK: 020 7632 6930 | www. imano. com | experts@imano. com acrossair Tel: UK: 020 7632 6930 | www. acrossair. com

Video marketing has never been more effective at converting prospects into leads. Studies say it’s to reach Google’s first page with a video.

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Video marketing also offers the most engaging form of content you can come up with, and it’s perfectly suited to any and all devices. But some people wrongly believe that video marketing is a silver bullet. , and you’re never going to succeed just because you happen to have a video online.

So, if you’re not getting the results you want, it’s time to think about some of the things you can do. This guide will introduce you to some top tips that can double the success of .

1. Start with a story people care about.

The reason is not because they regurgitate the same content found in written blogs. Instead, they tell an interesting story people want to hear about. The most effective videos always connect with a target audience through some form of inspiring story.

A simple video that shows your product is going to get you nothing but minor results. Combine that product into a story and your results are going to rocket your viewership.

Every viral video in the world today has a fun and engaging story. The brand is secondary, yet the video is still better for your company in the long-term.

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2. Keep the video short and punchy.

Video length is one aspect of marketing that many people have looked into. Studies have concluded that most customers have shorter attention ps than ever. That should come as no surprise. There’s so much content on the internet that the moment you view something, you’re pulled in another direction.

These days’ shorter videos have far higher conversion rates than longer ones. Remember that most people are going to be watching your video in a 30-second window before they get off the bus. So, the ideal length of a video today is about a minute. The longer your videos get, the higher the bounce rates.

Don’t lose the chance to get your message across because you’ve insisted on creating a feature.

3. Make your video interactive.

The behavior of your customers is always changing. Fail to keep up with it and you’re going to be left behind. Creating a video every time your fluid audience changes is expensive and time-consuming. The easiest way to create content that lasts longer is to .

Interactive content has never been more popular. It puts the power in the hands of the viewer. Interactive videos essentially allow customers to take part in the video and determine in which direction it goes.

A dynamic story line can teach customers specific lessons and act as a fun distraction. This advanced technique doesn’t have a massive amount of participation from businesses yet, which makes it crucial for you to jump on this strategy now.

4. Add a ‘call to action’ button.

One of the content is they allow the video to completely fade to black. Allowing that is the worst thing you can do because you’ve got a great video without any direction as to where you want your customers to go next.

The few seconds at the end of the video should be dedicated to adding contact information and a firm call to action. Make sure that that button takes viewers exactly where you want them to go.

Your video, after all, is just part of your sales funnel.

5. Make sure you post the video in multiple locations.

Are you not getting the results you want?

Where you’re distributing your video to could be a problem. Most of your target audience could be on a completely different network than you. It makes no sense to just post your video on your website if most of your targets are hanging out on Facebook or YouTube, for example.

So, think about how you can expand your distribution.

6. Use data to determine your next course of action.

Data is everything in the business world. It’s the only way you’re going to make sure that what you’re doing is right. You should have a data-gathering strategy in place so you can chart the progress of each video. Are people responding to your video in the right way or are they bouncing off the page immediately?

Such information can be vital for your next production.

Conclusion

When used correctly, video marketing can be remarkably effective. But it’s not going to happen without some careful consideration from you before you launch your next campaign.

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What are you going to do to improve the power of your videos?

In the summer of 2013, shortly after landing a plush gig at YouTube in the company’s marketing division, 23-year-old Stanford grad Raymond Braun teetered into his boss’s office near tears and with a lump in his throat.

Braun had arranged a meeting with YouTube CMO Danielle Tiedt to pitch a marketing initiative that would break wholly new ground for the platform — and that was also wrought with personal resonance.

He had hatched the proposal during his “20 Percent Time,” a Google perk that allows employees to devote one-fifth of their work efforts to any passion project with a business tie-in. The catalyzing policy, outlined by Larry Page and Sergey Brin in Google’s , has resulted in such blockbuster products as Gmail, AdSense and Google News.

On his off-time, Braun had noticed that a disproportionately influential faction of LGBT creators was proliferating across YouTube. Bold-faced names like , and were amassing millions of viewers, and serving as digital lifelines for kids in ostracizing households the world over.

“I’ve heard from teens who say, ‘At night, before bed, I go under the covers, I put my headphones in, I open the YouTube app and that’s my connection to this world,’” recounts Braun, who is now 25. Having grown up gay in a small, conservative town in rural Ohio, this was a sentiment that hit close to home.

And so, standing before Tiedt that day, Braun made an impassioned pitch for #ProudToLove — his concept for YouTube’s first LGBT-themed consumer marketing campaign. The idea was to be the first brand in the world to respond to the Supreme Court’s DOMA decision. YouTube’s logo would be reimagined as a rainbow for the day, which would also link to a page of LGBT-centric content, including this touching compilation

After tearfully sharing his personal stake in the venture, Braun says he’ll never forget Tiedt’s response. “She said, ‘This makes complete sense for our business, and I also see this as an investment in you, because I know that you’re going to do everything you can to make this successful.”

He did, and it was. In addition to garnering millions of views, acclaim from human rights activists and landing Braun on Forbes‘ 30 Under 30 list, #ProudToLove has since become an annual fixture for YouTube each June to coincide with LGBT Pride Month.

Braun subsequently added LGBT marketing lead at Google/YouTube to his job title.

“The press and social media impressions of this campaign matched those of sophisticated, high budget marketing campaigns,” Tiedt says. “Raymond shepherded our #ProudToLove campaign with such heart and passion that being more LGBT-mindful became an even larger part of YouTube’s culture.”

Spotlighting the LGBT community was a shrewd move for YouTube because it amplified a conversation that was already humming across the platform. The ‘It Gets Better’ campaign had become a viral phenomenon, for instance, and a spate of popular ‘Coming Out’ videos — and, more recently, transgender creators documenting their transitions online — had begun to reap massive viewership.

But entering this conversation could have the potential to lift most any brand, says Anastasia Khoo, chief marketing officer for the Human Rights Campaign. “The U.S. adult LGBT population has an estimated buying power of $830 billion in 2015,” notes Khoo — adding that 75 percent of non-LGBT adults say they are likely to consider a brand that is known to provide equal workplace benefits.

Given these turning tides, and the momentum he’d generated with #ProudtoLove, Braun’s mission seemed to be crystallizing. And in an age of digital influencers, he was starting to think that perhaps his greatest impact might not be behind the camera but in front of the lens. Therefore, in January, he made an unthinkable leap: departing Google on a volunteer leave of absence to start his very own YouTube channel.

Devoted exclusively to LGBT issues, the channel was established at a pivotal moment in history, Braun says, when Ireland’s same-sex marriage referendum, the U.S. Supreme Court’s marriage decision and Caitlyn Jenner’s transition all loomed on the horizon. It turned out to be prophetic timing. This year, as LGBT rights turned a historic corner, Braun amassed roughly 16,000 subscribers and 1.5 million total views.

His venture represents a nascent concept in the realm of online video, he says — that of a “nonprofit YouTube channel.” None of his videos are monetized, and many are made in collaboration with the HRC, GLAAD, the Trevor Project and other LGBT rights groups.

As an online personality, Braun’s giddy charisma is underscored by a palpable empathy. His most popular clips thus far include emotionally-charged vlogs documenting recent legal victories in and , though he also has a knack for sassier fare, such as how to strut in high heels

As the channel continued to grow late last July, Braun arrived at a decisive juncture. What had started out as a “20 Percent” side project had evolved into a higher calling. And this summer, Braun gave Tiedt the bittersweet news that he would be leaving YouTube for good in order to become a full-time YouTuber.

“He will always be part of the YouTube family,” she says.

Today, in addition to his channel, Braun is in the early stages of founding a consultancy that will work with brands looking to engage the LGBT community. As a relatively untapped marketing arena, Braun believes his unique proficiencies in social media as well as the immense scale and budgets that brands have at their disposal will be powerful assets on the path toward equality.

“During Raymond’s interview at Google, he talked about how his goal in life is to use entertainment, media, and technology to create positive social change,” Tiedt recalled. “He’s doing just that.”

Starting in 2005 Unilever’s Dove made a unique marketing campaign and is a representative how to include customers in their new market positioning. The idea was to introduce “a global brand unit for each Masterband, entrusted with the responsibility for creating its global vision and charged with inspiring cooperation from all geographic markets” to “winnow its more than 1,600 brands down to 400” (Deighton, 2007, p. 2).

Several consultations with experts and market researches summed up to “The Campaign For Real Beauty”, whereby the outcome of the survey with 3000 women in 10 countries showing that only 2% of respondents worldwide chose to describe themselves as beauty, might have been a crucial reason, for this decision (Deighton, 2007, p. 3). The first campaign, the so-called Tick-Box campaign, showed ordinary people on billboards in supermodel contexts. Viewers were asked to call and decide whether a woman was “outstanding” or

“outsized.” Interestingly as “outsized” first raced ahead, the campaign, through the eWOM and WOM, found massive public interest and already showed Dove’s idea of a customer-integrated marketing strategy. The second series of ads showed six “average” women in white underwear, Kathy O’Brien, Dove’s marketing director said they wanted the ads to “provoke discussion and debate about real beauty”(Deighton, 2007, p.4). Next step was first a movie, but then turned into an ad, however no product was mentioned. One small girl is shown she “hates her freckles”, and an young Asian who “wishes she were blonde.”

It ran in 2006 broadcast of the Superbowl. Stage four of the Real Beauty campaign involved a movie named “Evolution”. In October 2006 it was posted on YouTube, and within three months, it had been viewed three million times. The movie never ran on television, except in the context of news. This movie went viral through the social communities and, thus the marketing strategy encompassed two worlds the “real” and the “electronic” world. Finally in late 2006 the last step was announced.

The contest “Real Ads by Real Women”, where consumers created their own ads for a new product, and winning commercials would air in the commercial break on the annual Academy Awards in February 2007. This final chapter perfectly integrates consumers in their marketing concept to use them as a marketing vehicle. But was it successful? Philippe Harousseau, Unilever’s former Marketing Director for the Dove Skin and Masterband, knew that their campaign is effective as Dove’s firming girls were shown 16 minutes on the Today Show.

Moreover through the ad “Hates her freckles” aired during the Superbowl, news programs echoed the message, Oprah Winfrey dedicated a show to self-esteem, with the ad as a centerpiece. Jay Leno ran a parody and Wal-Mart created their version of the ad featuring its employees (Deighton, 2007, p. 1-6). This concept as a perfect example for viral marketing strategies, therefore I will sum up this campaign shortly: First, the Tick-Box campaign, which involved consumers through telephone calls and online votes. Second, the ad broadcasted during the Superbowl, to endorse the already huge public discussion.

Third the movie “Evolution”, which only aired on Youtube and went viral through the social networks, and the final contest to create an own ad for Dove Cream Oil Body Wash, which clearly shows the idea of a consumer-integrated marketing strategy, combining online (create an ad ) and offline (billboards) advertising. In 2005 1.5 million+ visits to the CFRB.com (Campaign for Real Beauty) site were generated and 1.7 million voted on the CFRB site across Europe, resulting in 65% net recognition for print and outdoor.(average 15-24%) (www.wpp.com, 2007). Unilever’s marketing campaign, which started in 2005 for their Masterband Dove can be seen as a representative for many following marketing strategies of other organizations using crowdsourcing platforms. Examples for crowdsourcing platforms are Facebook, Wikipedia, Youtube, Flickr or World of Warcraft, just to name a few.

Doan et al.(2011) defines “that a system is a CS system if it enlists a crowd of humans to help solve a problem defined by the system owners”, but in this survey they consider the systems (applications) and not the crowdsourcing platforms themselves (Doan et al., 2011, p. 87). Unilever’s idea to use crowdsourcing platforms for their marketing concept was at that time unique, but followers did not wait long. In the following passage I will describe some other interesting campaigns.

First PepsiCo’s Mountain Dew, a social media marketing strategy titled “DEWmocracy.” DEWmocracy 1, the most recent project has been DEWmocracy 2, relied on a story based online game and let participants collaborate and collect points through various worlds, with the final objective to create all facets of a new Dew drink. According to this strategy Mountain Dew’s marketing manager said “Some of the trends that we were trying to tap into specifically with this program were consumer need for self-expression, collaboration, social networking, and obviously, consumers in control” (Creativity, 2008). The consumers developed the new soda drink Mountain Dew Voltage which since its launch in July 2007 has sold more than 11 million cases, and moreover has driven growth across the Mountain Dew portfolio (PR Newswire [New York], 2009).

Altogether Unilever’s and Pepsico’s marketing campaigns were successful, whereby both companies did not use social media networks, such as Facebook itself. Burger King changed that in 2008. In December 2008 Burger King released an application on Facebook where users were encouraged to delete 10 people from their friends list in order to earn a free Whopper sandwich coupon. More than 82,000 users downloaded it, resulting in 233,906 sacrificed friends and more than 20,000 Whopper coupons, whereby after 10 days Facebook disabled the application.

The viral element was that every ‘defriended’ person got a notification ‘toss your friend before they toss you’ and that they had just been sacrificed for a 10% share of a Whopper.This campaign generated about 35 million media impressions (Kaplan & Haenlein, 2011). Until now, I have only shown positive outcomes of new marketing campaigns using eWOM, viral marketing ideas and crowdsourcing systems, but obviously there are also some negative representatives.

First, the musician Dave Carroll experienced a negative incident with United Airlines breaking his guitar at Chicago’s O’Hare airport. After nine months of frustration without compensation, he posted the song “United Breaks Guitars” on Youtube with now more than 10 million clicks and nearly 28,000 comments, which obviously has had a negative result on United Airlines’ reputation (Harvey, 2009).

He used the eWOM through a crowdsourcing system. Second, Gap unveiled a new logo for its brand Tropicana in 2010. After realizing a cartoon wherein the old iconic Tropicana logo got eliminated, a movement went throughout the internet communities commenting on the new logo as “ugly” and “resembling a store brand.” After six weeks with sales going down by 20%, Tropicana North America announced the company was going back to the old design (Lipman et al., 2010).

Gap tried to use the internet, especially crowdsourcing systems, to successfully implement the new logo, but failed. Finally, Boeing got a lot of criticism after opening a pseudo-blog named Randy’s Journal from Boeing’s Vice President Randy Beseler to the public. However, major blog characteristics were missing. Bloggers were not able to comment on blog-entries and furthermore there were neither trackbacks nor RSS feeds. Beseler comments on the criticsm “I didn’t realize that the blogosphere had such a rule. Sorry, that’s just not what we’re about. Sure, we’re going to post some of your comments. Even critical ones. But it’s not a free-for-all” (Holtz, 2005). This example in particular also shows the risk that companies, and private persons are facing through social media. Especially being depicted in a negative context can have severe aftereffects on sales and reputation.

If you’ve spent any time on social media during this campaign season, you’ve seen the dumpster fire. It’s a big, blue dumpster, up against a gray wall. It burns with the rage of 225 million eligible voters. And it became the internet’s favorite visual metaphor to describe an election that’s devolved into the country’s hottest mess. Like this:

Live look-in at the Republican Party.

— Nate Silver (@NateSilver538)

The GIF has been viewed more than 10 million times, according to , which powers GIF tools inside both Twitter and Facebook Messenger. In fact, if you open the GIF function on either of those apps and type in “dumpster,” this is the first dumpster you see. “It isn’t a debate until someone posts the dumpster fire,” a Wall Street Journal reporter once . Columbia Journalism Review, citing the GIF, even of the phrase “dumpster fire” in politics. (The earliest reference it could find: a 2008 post on a blog called “Scholars and Rogues”.)

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But nobody has yet answered this pressing question: What is that actual dumpster that’s on fire? So I asked Giphy if it could track back the source, and the company delivered.

The world’s most famous dumpster fire came from this YouTube video, which identifies the fire as being located behind the official home of The Oscars: the Dolby Theatre in Hollywood, Calif. “Engine 27 makes quick work of a large dumpster fire,” the video caption says.

So what exactly happened on this fateful day in 2012? Had some Oscar nominee lost to The Artist (like everyone that year), then gone outside for a smoke and flipped the lit butt into the dumpster? That’s less clear. The Los Angeles Fire Department wasn’t particularly impressed at how famous the fire had become, and didn’t want to produce anyone from Engine 27 to tell the heroic story. “Unfortunately, social media, it is important to this fire department, but I don’t see us dedicating time and resources to a video that’s popular online,” a spokesman told me.

He then referred to the famous dumpster fire as a “rubbish fire,” which isn’t very social-media friendly.

The Dolby Theatre was equally unhelpful. I spoke to two different customer service representatives, neither of whom worked there in 2012, and both of whom promised to have someone call me back. That didn’t happen. Emails to the theater’s general manager and director of operations went unanswered.

And so the question lingered: Was this fire, in fact, behind the Dolby Theatre? I didn’t just want to trust the caption on a YouTube video. So, I pulled up Google Street View and started virtually wandering around the Dolby Theatre.

Not there. But let’s walk a little further in.

Nope. But maybe it’s around the corner?

WE HAVE MADE CONTACT.

Perhaps the Dolby Theatre prefers not to be associated with dumpster fires, and that’s why it didn’t answer my calls. I can appreciate that. But bad stuff happens — in business, in politics and wherever you dispose of your trash. There’s no reason to act otherwise, because a problem in the past is a problem that was solved, and that’s always a good story to tell.

So let’s end this tale with another gif — not of a dumpster on fire, but of that same dumpster fire being put out. It is, after all, the ending we all want.