Joe Gohari
Professor Grave
Emglish 2150
Annotated Bibliography
Wortham, Jenna. ‘From Viral Video to Billboard 100.’ The New York Times. 2010
Key Terms: Viral video, YouTube, Billboard Hot 100 chart, online traction, iTunes,
This articles from the New York Times analyses how a viral video not only became famous in YouTube but also reached other key areas of trending including getting a chance in Billboard Hot 100. Through editing and use of technology, a local report from a local TV was made into a trending song, ‘Bed Intruder,’ that sold on iTunes, YouTube and Billboard. The author tries to show how creative artists, such as ones who made the song from the short TV clip, a trend by making ideas viral. Making videos trend has become a carrier for the singers.
This article provides the bases of viral video sharing and how they can reach millions of people. It shows just how simple concepts can gain virality through the internet on such platforms as YouTube and iTunes and create a business for people. The group, in this case, make a living from adopting simple viral videos and creating them to become a huge success. It hence contributes to my idea of viral videos being business platforms.
Quotes: “The song is memorable and compelling for the same reasons a conventional song is,” said Evan Gregory.
For his part, Mr. Dodson said he welcomed the unexpected attention and was hoping he could also ride the wave of Web fame.
References: N/A
Funk, Tom. Advanced social media marketing: How to lead, launch, and manage a successful social media program. Apress, 2012.
Key Words: social media, digital marketing, viral video, digital campaigns, performance metrics.
This book looks at how a marketer can leverage the power of social media platforms including Facebook and YouTube to effectively sell their products and services. According to the author, unless one adopts the capacity to make their messages go viral among other factors, they will be ignored and waste time and money in their social media marketing platforms. Included are practical strategies that a marketer can use to make their video, and other media go viral in social media.
The books use case studies, the author’s own experiences as a digital marketer and interviews with managers to provide useful information on digital marketing. It will be useful as a source of ideas on how businesses are pushing for social media platforms to make their products known especially by the use of viral videos, pictures, GIFs and other media that allow a business to push its agenda.
References:
“Web 3.0: The ‘Social Wave’ and How It Disrupts the Internet,” July 6, 2011, http:// knowledge.wharton.upenn.edu/article.cfm?articleid=2808.
“A Standards-based, Open and Privacy-aware Social Web,” W3C Incubator Group Report, December 6, 2010, www.w3.org/2005/Incubator/socialweb/XGR-socialweb-20101206/.
Quotes:
“Paid social advertising can target prospects by interest, sometimes incredibly precisely. Attract them with product samplings and sweepstakes, or get them into your database to receive your e-mail newsletter”
“High-impact social media campaigns involve many moving parts, both within the social media landscape and in traditional media. Such campaigns call upon players in your marketing, legal, customer service, and operations departments”
Botha, Elsamari, and Mignon Reyneke. “To share or not to share: the role of content and emotion in viral marketing.” Journal of Public Affairs 13.2 (2013): 160-171.
Key Words: Emotions, viral, motivations, Generation Y, social media, the relevance of video content, viral messages
This paper looks at what motivates users of social media platforms to watch viral messages including videos. Manly, the role of emotional content on the viral video and the effects it has on the individual is investigated. Both the relevance of the content of a video and the emotional reaction it elicits in consumers determine its ability to become viral. The researchers concentrate their efforts to generation Y which is mainly responsible for making videos go viral. In the end, the article presents a decision tree that users of social media use in deciding to share a video through a subconscious experience of its content.
This is a peer-reviewed article published in a well-known journal and gives useful information that can be used in high-level research work. Moreover, it gives specific details of what causes people to share and make videos viral. It will inform on the content to look for in creating a video with the intention to make it viral for marketers.
References:
Botha, Elsamari, and Mignon Reyneke. ‘To Share Or Not To Share: The Role Of Content And Emotion In Viral Marketing’. J. Public Affairs 13.2 (2013): 160-171. Web.
Instagram.com,. ‘Red Bull (@Redbull) • Instagram Photos And Videos’. N.p., 2015. Web. 6 May 2015.
Kozinets, Robert V. ‘Creating Sustainable Digital Experiences’. GfK Marketing Intelligence Review 6.2 (2014): n. pag. Web.
McKay-Nesbitt, Jane, and Sukki Yoon. ‘Social Marketing Communication Messages’. Journal of Social Marketing 5.1 (2015): 40-55. Web.
Quotes:
“Red Bull has been experienced in the process of creating successful digital media campaign for its products within the market. Red Bull’s strategy is fully different from other soft drink companies. Red Bull has 35 million followers within different social mediums or channels.”
“Red Bull has also demonstrated its different contents in video via YouTube photos via insta gram and content via face book and twitter. “
Southgate, Duncan, Nikki Westoby, and Graham Page. “Creative determinants of viral video viewing.” International Journal of Advertising 29.3 (2010): 349-368.
Key Words: Viral video viewing, measure of enjoyment, predicting,
In this study, the researcher analyses 102 video ads that were shared online in the US and UK to establish the characteristics that made them become viral o social media. According to this research, the appearance of celebrities in the video plays a critical role in determining whether it will become viral. Also, the level of enjoyment and involvement in branding predict the ability of a video to go viral. An advertisement video’s ability to become viral does not depend on the brand interest. Further, there are suggestions of tools such as Millward Brown LinkTM that can be used to measure the potential of a video to become viral. Finally, other non-creative factors are also discussed in the article.
Published in the International Journal of advertising, this is a peer-reviewed article that presents a solution for video creators by elaborating ways to determine the possibility of their content going viral and serving business purposes. The most important contribution of this article to my research is the idea of measuring the potential of a given video to go viral on social media and on the internet. The authors suggest the use of such software as Millward LinkTM to determine whether there is a strong potential for a given video created by marketers to go viral. This is an advertisement pre-test tool that uses analytic approaches to study the potentiality of a video to become viral.
References:
An, D. (2007) Advertising visuals in global brands’ local websites: a six-country comparison. International Journal of Advertising, 26(3), pp. 303–332.
Balabanis, G., Mitchell, V.W. & Heinonen-Mavrovouniotis, S. (2007) SMS-based surveys: strategies to improve participation. International Journal of Advertising, 26(3), pp. 369–385.
Brown, G. (1986) Modelling advertising awareness. The Statistician, Journal of the Royal Statistical Society, 35, pp. 289–299 (also available via Millward Brown)
Quotes:
“YouTube has been at the heart of the growth in viral video in recent years, and is the data source we used to represent ‘viral viewing’.”
“YouTube video links can be shared in many ways, including word of mouth, emails, online articles, blog links, Facebook video-sharing applications and Twitter posts. It is also the default place to search if you are looking for a new ad for a brand.”