Miten hyödynnät videosoittolistoja?


Written by on Friday, March 30, 2012

Soittolistat ovat tuttuja mm. radiosta, Spotifysta ja huonoista yökerhoista. Harva kuitenkaan hyödyntää soittolistoja YouTuben kautta jakamalla niitä. Listoille voi esimerkiksi kategorisoida omia ladattuja sisältöjään helpottamaan katsojien selailua, mutta vaihtoehtona on myös listata muiden käyttäjien videoita. Näin voidaan luontevasti koota vaikka yhden tietyn aihepiirin uutisia “saman katon alle”. Soittolistan linkin voi jakaa kätevästi eteenpäin tai listan voi upottaa vaikka nettisivuille tai blogiin.

Aloitimme kokoamaan YouTube-kanavallemme soittolistoja hyvistä ja mielenkiintoisista videosisällöistä, jotka toivottavasti inspiroivat ja laajentavat käsitystä internet-videon käyttömahdollisuuksista ja tuoreista sekä yllättävistä näkökulmista.

Tässä vuoden ensimmäisten kolmen kuukauden 10 listalle nostettua timanttia (voit tarkastella soittolistaa YouTube-soittimen alareunan painikkeilla):

Mikä on ollut sinun suosikkisi alkuvuodesta ilmestyneistä videoista? Miksi?

TULOSSA:
Seuraavalta listaltamme löytynee video, jota tällä teaserillä hehkutetaan!

http://youtu.be/ayscADoLlFY

How do I find powerful seeders?


Written by on Friday, March 23, 2012

Using social media to brand yourself might seem like a cheap and effective option compared to traditional TV ads. But it has also created a headache for marketing agencies. If we can no longer pay for an audience, how do we get people to watch?

Seeding is the act of identifying influential people in a social network and getting them to spread your content to their friends. A recent study by Hema Yoganarasimhan (2011) investigates the characterizes of influential seeders by measuring the success of a large number of videos and analyzing what factors lead to increased views.

Unsurprisingly, the size of a person’s network is an important determinant of a video’s popularity. The more friends in one’s network the larger the initial gain in popularity. But the number of second-degree connections (friends of friends) was found to be more important in generating a wider popularity. Therefore, successful seeding requires that we look at not only the size of a person’s network, but also the size of her friend’s networks.

The number of views generated by choosing seeders randomly (green) versus choosing those with the largest number of friends (red) is plotted below. The results point to a significant increase in the reach of the video when using seeders with a large number of friends on YouTube.

Comparison of viewership

Source: Yoganarasimhan (2011)

But simply looking at the number of friends won’t tell the whole story. The study also finds that network position can have a significant impact of how well the video spreads. User with a tight knit followership will have an initial growth advantage over more diverse networks.The long term growth of the video’s popularity is however impaired as it spreads much slower outside of the friend clusters. Interestingly, ratings and comments are found to have no impact on the long run popularity of a video.

In an environment were earned media is getting more important, getting the right seeds (e.g. YouTube users) on your side to spread your message can the difference between success and failure.

The Ford Fiesta Movement is one example of successful seeding. 100 video bloggers were given a Ford Fiesta and then asked to document their experiences using social media. It was a huge hit, generating 6.2 million views on YouTube alone.

Seeds who have well connected friends will have the greatest long term impact as the video spreads through the network. Have you thought about using seeding in your social media marketing? Let us know in the comments.

Source: Yoganarasimhan, H. (2011). Impact of social network structure on content propagation: A study using YouTube data. Quantitative marketing and economics , 111-150.

Be interesting or go home


Written by on Thursday, March 15, 2012

These are exciting times to join KLOK as online video is simply exploding in popularity. At the core of what we do is the insight that brands have to be interesting to be heard. To be interesting, they need to produce engaging and remarkable content. The old era of interrupting TV ads is over and we are entering a new era of permission marketing.

According to the latest survey by the Content Management Institute, the most pressing challenge for marketing departments today is “producing the kind of content that engages prospects and customers”. 60 % of the respondents said they will increase their content marketing budgets in 2012 to face this challenge.

But simply throwing money at the problem will not be enough. To create engaging content, companies need to figure out what part of their brand can be made social and who the target audience is. Google Chrome found that taking the usual product test one step further was a great way to engage with their audience around their core competence, fast web browsing.

According to the Content Marketing Institute, the use of video as a content marketing tool has increased by 27% from 2010 to 2011. And social media, blogs and video are quickly catching up to more traditional forms of content, such as articles and newsletters. YouTube, Twitter and Facebook were the most commonly used distribution platforms for online content in 2011. YouTube grew faster than any other distribution channel.


Source: 2012 B2B Content Marketing Benchmarks, Budgets and Trends

At KLOK, we believe that the future of content marketing lies in understanding online video. We are happy to see that marketing departments are responding to the changing media landscape by focusing more on content. To be heard in the future, being interesting and remarkable will be essential.


About the author

Erik Johansson is KLOK's in-house analyst and statistician. He writes about online analytics and shares insights from the video site The Kick Network. He is also the editor and project manager of Kick, a video blog about startups and technology.

KLOK 2012 – something new for you


Written by on Friday, March 9, 2012

We’ve been cooking something for a while now. And it’s out! This is the brand new look of KLOK. I’m happy to give a quick outlook of the recently born child.

The main thing is that we’ve drifted a little bit away from the creative agency idea. It’s not that we wouldn’t still be creative. You really don’t need to emphasize that and be the master of the obvious. Being creative still is a big part of our DNA.

The key finding here is that our skills are needed more than ever in the new media landscape. Along with brands, advertisers and corporations we are serving more and more ad agencies as well as digital and media agencies. Hence we are reborn with more crystalized message.

Our job has always been, and we’ll continue on that path for years to come, in making and delivering the most relevant original video content online. We are an online video agency. And we continue discovering these new frontiers every day.

Here is the new KLOK look.

This new look was a co-production with KLOK and Teemu Lehto (www.teemulehto.com). Team: Art Direction Teemu Lehto, Web development Satu Suomi, Creative Direction Pauli Kopu.

About the author

Pauli is the founder and CEO of KLOK. He's a developer of strategy, style and expression of film as well as online video content.

Videosisältöä aitoon tunnistettuun tarpeeseen


Written by on Wednesday, March 7, 2012

Olemme täällä blogissa paljon puhuneet siitä minkälaisia sisältöjä ihmiset netistä etsivät. Esille nousevat aina seuraavat asiat:

  1. Sisältö, joka viihdyttää – VIIHDE
  2. Sisältö, joka tarjoaa konkreettista tietoa tuotteista, yrityksestä tai palvelusta – TIETO
  3. Sisältö, joka opettaa tai opastaa – VINKKI

Esimerkkivideon tietokenttä. Well done.

Mistä näitä sisältöjä voidaan alkaa ammentamaan? Yhtenä esimerkkinä toimii klassisesti toisen saappaisiin astuminen. Mietitään kohdeyleisön kannalta mikä on relevanttia tietoa ja mihin voidaan aidosti tarjota apua, ideoita ja lisätietoa.

Lopuksi haluamme tuoda esiin konkreettisen esimerkin:

Äidit ja isät ovat välillä helisemässä, kun yrittävät rauhoitella itkevää lastaan. Mikä on avuksi tälläisessä tilanteessa? Philips on tunnistanut tämän hyvin yleisen avuntarpeen ja näyttää videolla 7 eri keinoa rauhoittaa lasta:

Ja vielä erityishuomio: Kun hakee YouTubesta sanoilla “get baby to sleep” – mikä lienee täysin relevantti hakumetodi – löytyy tämä kyseinen video heti listan alkupäästä, vaikka julkaisusta on aikaa alle kuukausi. Optimointia ei kannata jättää sivuosaan, kun videoita halutaan tuoda oman yleisön katseltavaksi.