Trends

Viral video — are you the expert?

February 22, 2008

It started with a simple question.  Do you viral video?

Let’s wrap up our discussion on the phenomenon of viral video and its many purposes. 

We’ve culled through the stats that show the rapid rise of viral video viewing, we’ve talked about how some companies are using the medium to just get in front of as many people as possible and we’ve also looked at the educational aspects of the medium.  In the last installment, we also talked about how some are using video simply to be heard over the din of marketing messages.

One of the other applications/goals that seems ideally suited for video is demonstrating an expertise.  While writing a white paper for your website or even sharing your PowerPoint slides will allow you to share your expertise, it lacks the emotional connection that a video can give you.

Matt Dickman, from Fleishman-Hillard, has really established himself as a social media tools expert by producing a series of videos in which he dissects a particular application or site.  In the example below, he introduces his subscribers to Utterz.

 

The beauty of what Matt has done is that he’s become our tour guide.  He makes his audience comfortable with the new tools. He explains them in language that everyone can understand and he takes the time to lay some groundwork before he dives in.

With his series approach, we also make the assumption that he knows a lot about ALL the web-based tools out there.  Does he?  I don’t know, but he’d sure be one of the first I would ask. He’s proven to me that he’s an expert in this field.

How could you use viral video to spotlight your expertise in a way that’s both compelling and something people would want to pass onto their friends/peers? 

How could you use viral video to showcase your skills if you wanted to be the on-air talent?  How about if you didn’t?

Other posts in this series:
Do you viral video?
Viral video – are you looking for a lot of eyes?
Viral video — are you trying to educate?
Viral video – are you trying to be heard over the noise?
Viral video — are you establishing yourself as an expert?

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Is it work or play…and what’s the cost?

February 22, 2008

Three converging thoughts/conversations:

1. A recent post on this blog about how our work/personal lives are becoming more blended
2. An on-going e-mail conversation with KG (Kristin Gorski) about the pressures of trying to keep up coupled with her post about our muses
3. Greg Verdino‘s pot stirring post, asking if we’re fooling ourselves with social media tools

I’d love it if you’d take a few minutes and check out out the posts referenced in #1 and #3.  Then, read the post mentioned in #2.

What are the pros and cons of being "plugged in?"  What do we gain?  What do we pay?  For you, personally and professionally — how does it weigh out?

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What is an ooVoo?

February 13, 2008

One of the best things about today’s technology is that the world is a much smaller place.  With free tools like skype and even the taken for granted e-mail, we can stay connected to the world.

ooVoo takes that to a whole new level.  Video conferencing with up to six people.  All you need is a webcam, a headset with a mic and the free download of ooVoo (both mac and PC).

To create some buzz, ooVoo is doing a pretty cool thing.  MyooVoo Day.  (Check out Mack’s comments on the event.)

For this week, they’ve lined up some marketing and blogging gurus and each of those folks is hosting a 1-2 hour chat with people just like you (the complete list here).  Big names on this list…so check it out!

Best of all, for each session being held — they are donating $1,500 to the Frozen Pea Fund in support of Susan Reynolds and breast cancer research.

Okay….so we’ve got chatting with smart people about marketing.  We’ve got supporting Susan and fighting breast cancer.  We’ve got cool and FREE technology.  I’m so in!

I e-mailed my Age of Conversation cohort, Gavin Heaton, and said….who cares if we’re not famous or even that smart like the rest of the hosts — let’s see if we can host a session! Fortunately the guys at crayon (the genius behind the campaign) lowered their standards and let us in.

What are you doing Saturday the 16th (or Sunday the 17th if you’re in Gavin’s neck of the woods) If you think spending 15 minutes with Gavin and I would be fun….sign up here.  4 pm EST.  8 am Aussie time.  Compare your timezone here.

Thanks to my friends Scott Monty and Greg Verdino for bringing this opportunity to all of us.

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Does going green + Boomers mean you’re in the green?

January 28, 2008

Green, green, green.  Everywhere you look.  You’ve got green in all the candidate’s speeches, Al won the Nobel Prize and hybrids are flying out of dealerships.

Should you be pushing the green aspects of your products or services (assuming there are some)? 

Several studies released in the last month or so suggest that it might be in your bottom line’s best interest.  According to a USA Today story, a study done by Deloitte suggests that 1 in 5 consumers planned on buying more earth friendly items this holiday season. 

At 79 million, the Boomers rule the buying word.  AARP also recently released data on this topic.  According to their research, over half (40 million) Boomers consider themselves green.

Of course — time will tell.  People saying that they’re green and behaving with their wallet are two very different things.  I am sure both Deloitte and AARP did a very thorough and professional job on their research.  But the cynic in me also thinks that when asked by a researcher — do you recycle or are you more likely to buy a product because it is environmentally friendly — most people would be embarrassed to admit they are lazy consumers who are willing to contribute to the decline of the Earth rather than toss their cans in the recycle container.   I mean really — which answer would you feel better about giving?

Treehugger.com suggests that 2008 is the year where green is the new everything.  On the flip side, Joel Makower (author of The Green Consumer) points out that 16 years after the publication of his book — we still do not have a significant number of green products that are mass produced.

What do you think?   Will this be a competitive advantage for the companies that can capture this wave?  Have you considered adding or spotlighting a green aspect of your offerings?

Or, as a consumer — where do you stand on this issue?

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Viral video – are you trying to be heard over the noise?

January 27, 2008

It started with a simple question.  Do you viral video?

Let’s continue our discussion on the phenomenon of viral video and its many purposes. 

We’ve culled through the stats that show the rapid rise of viral video viewing, we’ve talked about how some companies are using the medium to just get in front of as many people as possible and we’ve also looked at the educational aspects of the medium.

What other objectives can viral video answer for marketers?  One of the most challenging aspects of marketing is the sheer volume of noise out there.  You have to be able to shout pretty loud sometimes to even be heard, let alone hold someone’s attention.

One of the most cut-throat and competitive market places out there has to be book publishing/selling.  Unless you’re a marquee name, you’re pretty much on your own.  Publishing houses will provide a little support but speaking from personal experience — most of it is on you.

Imagine it. You’re an author.  Say you’ve written one book before.  You’re hardly a household name.  You’re ready to launch your second book.  You going to plan (and pay for) a book tour?  I know…how about creating a website?

That’s where Jay Nussbaum (teacher, lawyer and novelist) found himself, as he was about to release A Monk Jumped Over A Wall.  He was going to do the book signings, press releases, websites etc.  But he wanted to do something more.  And boy did he.

Nussbaum decided to create a video that he thought would create some buzz far beyond traditional book marketing. 

"I began work on my novel in 1987 and, with 20 years invested in this book, I decided early on that, if I wanted the book to succeed, I would have to think out of the box.  After all, my first novel, Blue Road to Atlantis, had received great reviews, but it didn’t get enough reviews to get noticed.  I didn’t want that to happen again. 

And so I did something that, to my knowledge, no novelist had ever done before:  I dramatized an entire scene from the novel and posted it on YouTube (as well as various other media sites such as break.com, dailymotion.com, etc.) as a short film.  Other writers have done very simple, 2-minute "trailers", but no one has ever done anything remotely like this.  The film, entitled, "Nymphomercial" is very funny, and is quickly becoming something of a sensation on college campuses nationwide."

Take a look and see what you think.  And despite the video’s name…it’s PG-13.  No actual body parts showing. 

The question of course is….did it work? 

Well, I’ll bet more of us know Jay Nussbaum’s name than most relatively new novelists.  And by watching the video we probably have a pretty good sense about if we’d like his book or not.  It’s not his goal to get all of us to love his work.  Just to let those of us who might love his books to know about them.  And to do that, you have to get noticed.

I also think it is safe to bet that Newsday probably wouldn’t have written about his book, had he not reached beyond the traditional marketing methods.

Was it a safe choice?  Hardly.  How many remarkable products/companies stay in the safe zone?

How could you use viral video to shout over the crowd and be heard in a remarkable way?

Other posts in this series:
Do you viral video?
Viral video – are you looking for a lot of eyes?
Viral video — are you trying to educate?
Viral video – are you trying to be heard over the noise?
Viral video — are you establishing yourself as an expert?

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Viral video — are you trying to educate?

January 21, 2008

In our on-going discussion about the value of (or lack thereof) using viral video, we’ve talked about how the statistics clearly indicate that video viewing is on the rise (with double and triple digit growth) and some of the reasons why viral video might make sense for your organization.

In my last post, we explored (there were some superb comments — be sure you dig deep enough to read them!) using viral video if what you’re looking for is widespread exposure.  Those are the videos we’re all the most familiar with. The Mentos and Diet Coke, the RayBans, or the Small Office HP videos that I shared in that post.

Characteristically, they have a higher production value, tend to be funny and short.  Really, they’re the Super Bowl ads of viral video.  Their goal is to be talk worthy and sharing worthy.

But what if that’s not what you need.  Let’s say you’re the Marketing Director for a regional B-to-B company.  Viral video shouldn’t be on your radar screen — right?

Not so fast, my friend. 

If "I want lots of eyes" viral video is the Super Bowl of the medium, then the "I want to educate you" may be the high school social studies class film equivalent.  You remember those grainy black and white films that were short on entertainment value but long on content.  These are characteristically lower budget/quality production, a bit longer in length and usually not going for the funny bone.  Their purpose is very utilitarian — to teach.

Long time reader/commenter to this blog, Scott Townsend is the Marketing Director for United Linen and Uniforms in Bartlesville, Oklahoma.  They service the tri-state area of Kansas, Arkansas and of course, Oklahoma.  So why would they use video?

Watch.

Again, this is not going to win an Oscar.  I think lots of people shy away from some of this new fangled media (podcasts, video etc.) because they compare their budget and abilities to the high end variations and dismiss an opportunity that they could seize.

Assuming you have a certain level of production quality — using video this way is an effective way to do a couple things.

• Educate your consumer.  Some things are easier to understand if you can see them.
• Convey a product truth.  In this case, that it’s easy to re-load the dispenser and odds are if she can do it — so can your employees.

What do you think?  Can you see how using video like this might serve your customers?  Or are you in the "high end, big budget or no go" camp?

 

Other posts in this series:
Do you viral video?
Viral video – are you looking for a lot of eyes?
Viral video — are you trying to educate?
Viral video – are you trying to be heard over the noise?
Viral video — are you establishing yourself as an expert?

Photo courtesy of www.viewimages.com

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The Advertising Show talks dialogue

January 19, 2008

 

I had the good fortune of chatting with radio hosts Ray Schilens and Brad Forsythe on their weekly radio show sponsored by Advertising Age.

As you might guess, we talked about how the marketing monologue is dead, how companies need to start listening to what’s being said about them and the Age of Conversation.

Take a listen.  If you are so inclined, give the show a good rating so we can spread the word about Age of Conversation even further.

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Viral video — are you looking for lots of eyes?

January 17, 2008

A couple days ago, I opened the topic of vlogging, viral videos, YouTube, etc.  My question was….do you viral video?  The statistics in the Pew study that I referenced in that post suggest that the number of people who are viewing viral videos (on sites like YouTube) is growing at a frantic pace.

But does that mean you should be doing it?  And if so….how?  Why?

I wrote a post about the presidential candidates marketing tactics and a couple people suggested that I should make a video because it would get some great exposure.   My question back to them was — "I will gladly do it  but I don’t want to just be a talking head.  Other ideas?"

So far, we haven’t come up with anything, hence no Drew on YouTube.  (And no, I am not donning an Uncle Sam beard and hat.)

One of the reasons why I think more people aren’t doing video is linked to my question. 

It’s not that I don’t want to do it.  But I want to do it well.  And for a purpose.  I thought it might be interesting to look at some different videos and talk about their purpose. Naturally, I am hoping that will trigger you thinking about how video might serve your business (or not) and jump into the conversation.  (If you subscribe via e-mail, please check on the headline above to be taken to the blog – so you can view these videos.)

Let’s look at some videos that clearly are intended to get a lot of eyes.  This trio of videos from HP were done to introduce the small business community to their Total care program.  Much like the 5 top viral videos of ’07, these are high end, funny and short.  Tailor made for being shared among a wide audience.

Life without HP: Car Wash

Life without HP: Experts

Life without HP:  Bubble Wrap

Funny?  I thought so.  Did they clearly demonstrate some of the values of HP’s Total Care?  I would say yes.  Are they well done enough to get passed around?  I’d guess so.  They’ve been on YouTube for a little over a month and Car Wash (apparently the most popular) has had over 8,000 views.

Do I think these videos accomplished HP’s goals?  It’s probably too early to know.  But, I am guessing if they get a few hundred thousand views, the answer will be yes.

Would doing videos like these serve your business?  If so…how?  If not, what is missing?

Other posts in this series:
Do you viral video?
Viral video – are you looking for a lot of eyes?
Viral video — are you trying to educate?
Viral video – are you trying to be heard over the noise?
Viral video — are you establishing yourself as an expert?

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Do you do viral video?

January 14, 2008

YouTube has changed our connotation of the word video.  Depending on your age…it might have meant something you rented at the "video store."  Or, you might have even taped TV shows on one.

For those of us in the communications world, video used to only mean high end production pieces that would tell your company’s story in 4-7 minutes.  (Still a very viable communications tools — just not an exclusive meaning anymore) or you might send away for one if you were considering buying a BowFlex.

But today, when you said video, it’s just as likely that someone will reference a Paul Potts video that was viewed by over 20 MILLION people or the Diet Coke + Mentos video was was watched nearly 5 MILLION times.

So as marketers — I think we need to be paying attention and asking ourselves if we too should be producing video content for our business or our clients’ business.

Over the next few days, I’d like to explore this topic with you.  We’ll look at high end, slick videos that have gone viral, sentimental tear jerkers that have touched people’s collective hearts and some down and dirty videos that have an effectiveness all their own.

Here’s some statistics to start off our discussion.  Think that viral video is just the territory of  bloggers and other early adopters?  Think again.

The Pew Internet and American Life Project have just completed some research and the numbers are noteworthy.  Is this marketing tool mainstream yet?  No….but if you look at the increase in percentages, you can see that it’s not too far off.

 

This first chart shows stats on people who have ever visited a video sharing site like YouTube.  Look at how the numbers are trending.

 

This next chart is looking at activity on an average day.  Again, look at the huge percentile growth.

So what’s been your experience so far?  Have you experienced a surge of video exposure in your professional life?  Are your competitors doing it?  Have you considered it?

Interestingly, when you look at the list of the Top 5 viral videos of 2007, you’ll see they’re hardly of the home grown variety.  What do you think that means for the less expensive and less agency produced variety?

Source of charts:  MarketingCharts.com

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Does nasty sell?

January 2, 2008

A couple notes before I climb onto my soapbox.

• This is not a political blog nor really is this a political post.  I promise.
• I am not endorsing any of the candidates…they’re just my putty to mold into the point I’m trying to make.
• Stay with me through the political example to find the marketing truth.

A few weeks ago, I had some of the hottest tickets in town.  The Des Moines Register holds two final debates right before making their endorsement and because of the venue and security — it’s invite only for a 150 or so people.  I missed the Republican debate because of a client commitment but was able to attend (and take my daughter) to the Democratic debate.

In the 90 minutes of usual rhetoric and weasel-wording that we’ve forced the politicians to use so we won’t crucify them later, there were two moments of sincerity.  The first one got huge play on national media.

I guarantee that you saw it.  It was Obama taking a little dig at Hillary about how she’s going to end up advising him.  It added nothing of substance to the debate but it was probably the most played segment of the entire 90 minutes.

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