Let’s make a viral video!

Ok I’ve heard this one way too much. No I can’t make you a viral video but I can make you a cool youtube video. The viral part is not up to me.

It takes three things to get the sleeper hit or viral video giant. A great idea, a lot of luck and big numbers (oh and a million friends passing it around.)

Anyone knows that to get one “Napoleon Dynamite” you have to make a thousand horrifically bad films, none of which any of us has ever hear of.

Budweiser makes more than a hundred commercials and then picks a select few just days before the Super Bowl to see what tests the best and has the best shot at Super Bowl Fame.

Again to ensure you get a viral or sleeper hit you would need to produce many many pieces with multiple writers and directors and have a lot of cash. And even then it up to the igods.

My first questions when approached with this quarry is why? What do you want to accomplish? Who do you want to talk to? The great success of W/K and the terrific Old Spice stuff was done with a much bigger budget then most midsize companies have. They are selling the cool. They are not selling the deodorant. And they had to have a great ideas, a big director, special effects and talent. Then they did a crap load of them and threw them against the wall and some stuck and others did not. We know the ones that stuck. They were awesome, the others not so much.

Viral works great if they are very lame or very cool. Both hard to pull off well and harder to repeat. How many more movies have you seen the Vote for Pedro dude in?

The Trick is in the idea, in the numbers and yes still in a little luck. You can produce low budget youtube videos but harness your expectations and know what you want them to accomplish.

What's The Big Deal With This SEO Thingie?

In a recent Google advertising blog, Google points to research which plainly shows that a large percentage of your Customers use a search engine to find you and find out about you before the make the big purchase.  OK you knew that right? But what does that mean to your brand?

It means that SEO (search engine optimization) is so very important for your brand and for your success.  When was the last time you bought a product with out doing a quick little search? OK maybe if you're buying a Twinkie and a Coke Zero you might fore go the search but products and service of any price consequence starts with a search more times than not.

Customers are even conducting searchs on their smart phones while in the store.  They search for reviews, information and even price points.  Advertising still has the ability to put your brand voice in the consumers ear but what use to be the whole battle (getting presence of mind) is now only the entry fee into the sales game.  The battle continues into the world wide web and getting your brand/product/service search engine optimized.
Can your customers find your easily?   Or are they finding your competitors more easily?  Scary scary.

Check out this video that walks you through the SEO  tools Spyfu.com, Hittail.com.  (They are paid services and I have no connection with either place.) They will help you figure out your own SEO and reveal a bit of what your competitors are doing.  It rocks pretty hard.  It's less geek speak but it cuts off mid sentence but it is worth the view.  Check it out and then dive in to your SEO and enjoy the ride.




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Crowdsourcing -- What is it good for?

Absolutely everything? Maybe not. Sure, all of us are smarter than one of us, but managing all of us is a gigantic pain, not to mention that included in “all of us” is a lot of superbly untalented people. But thanks to Jeff Howe (see his video below), we have the label of “Crowdsourcing” for using the global community and taking advantage of all it has to offer. It's an open call for people who might have been our customers and are now our fellow collaborators.

What projects are best suited for this global orgy? I’ve seen many crowd sites for writing and many for design, some for viral videos and some for product development. The ideas, in my humble opinion, that work the best are ideas that are sans words. A great design is a globally accepted thing. Cool is cool, even if it’s not in your particular taste palette. Now of course there are many exceptions, but for the most part great design is great design. Check out www.thecoolhunter.net/  <http://www.thecoolhunter.net/> to see great design from all over the world.

Viral videos that are crowdsourced are a bit more problematic. But that is because only about one out of every 50,000 viral videos are interesting or even in the ballpark of OK. There are a lot of bad videos out there. So as long as you know that and are looking to throw the dice, have at it. Some teenager in Singapore or cow farmer in Des Moines just might kill it.

Having the crowd write brand copy is even more of a crapshoot. The level of understanding of your brand is as important as the actual writing. I'd keep your in-house or trusted freelancers for that one. But again, out of the couple million people out there, someone could do a great job. Logo designing is your best bet for crowdsourcing. Try it and who knows, you might get something great. 

Again, all of us are both smarter and dumber than one of us. Be careful out there. 

Social Media Audits and Strategy

So like buying a home is all about the location locations location so it is with marketing and advertising.  Strategy Strategy Strategy! Sure you have a message, sure you want to connect with your consumer but why?  First the WHY then the how will reveal itself.  Or you'll have to figure it out and we are glad to lend a hand.  Strategy is so important in any medium-- marketers know this but they tend to forget it when it comes to social media.  You would never spend TV money with out a strategy but you might then why do it with the Social Media?

Remember Facebook -- not a strategy. Twitter -- not a Strategy. Foursquare -- not a strategy. Gowalla is way more of a game and not strategy. But what these things are is tools.  And they are only as effective as your strategy and the workman swinging the hammer.  So to speak.
"What kind of relationship do you want to have with your customers?"   To quote Jay Baer on this video. What do you want to accomplish?  Remember, be of help to your consumers, don't be the Amway salesmen dude.  We all hate him. lol

One of the things I’ve been involved in recently is a Social Media Audits.  We do some research to discover who is talking about you and where they are talking about you?  Where is the right place to engage your customer and what are they saying about you today and during the last 30 days or so.  You need to know this before you dive into the very necessary strategy development.

But remember Social Media is only a part of your marketing plane.  Interactive reaches your consumer where they play and shop and TV and Radio might be right for your marketing plan too.  But above all you have to continue to be interesting to entertain or to assist or you will never reach your consumer in any medium.  They will ignore you and you will be sad.  lol

Enjoy the interview with Jay on Social Media.

Jay Baer Interview from Michael A. Stelzner on Vimeo.

Change perception, change your brand.

Here is a great little speech by an Ad Guy (Rory Sutherland), who makes the case for perception change over real change.  In advertising that is what we do.  We don't reinvent the product, we don't do the R&D, we rely on the companies to do the real product heavy lifting.  We are happy to do the whole change perception thing. Call it candy coating or a spoon full of sugar or what ever but it is just words, music mixed with (on good days) ideas that can change perception of a brand. 

So marketers and CEO's and CMO's  taking care of how your brand is seen and perceived is the expertise of the ad guy.  Making a product that is worth changing perceptions for, is yours.

It makes what we ad guys do seem a little shallow but it is what we do. We help clients change or perpetuate perceptions.   It's branding. If your brand is a energy drink, a car or a 15 year old boy who needs a date to prom.  It's all the same.  Affect the perception of your brand and the consumer (or 15 year old girls) will follow.  

Ad value with out changing the product?  The Shreddies "case study" in the video below is gut busting.   (TED now has an iphone app you can get to see all of your favorite videos.) 

Mr. Sutherland is right "poetry is when you make new things familiar and familiar things new."   that is what we do, or at least try to do again on good days :)

So take a Listen and get ready to smile then figure out how right  Mr. Sutherland is.  

Give your clients something THEY want.

A social media audit is a great place to start when you want to find out what people are saying about you and who they are. If you don't know who they are, then how or why talk back? What voice do you use? What do they want? I just got a text message from Snowbird Ski Resort in Cottonwood Canyon Utah and all it said was "Seven feet of snow in the last seven days. come on up."

I got the new free Snowbird iphone app, created by the amazing guys at welikesmall.com , and so of course I gave them my number and name. Now they could of texted me and begged me to come up during the last 30 days of little snow and fewer customers. That is what they needed -- Customers. But they waited until they had something I wanted. Snow! So instead of being pissed off that I got a text from some company I was elated.(And normally I do get pissed off)

Give them something they want and your business will grow. Try to "sell" them on their mobile device, facebook, twitter or what ever and you will fail.


Good luck.

david

Social Media Resolutions

Now that we’re officially into 2010, why not make a few resolutions. No, we haven’t decided to swear off Diet Coke, commit to touching our toes or at least seeing them or stop calling our ex-girlfriend and breathing heavily into the receiver. While that last one might be appropriate, especially in light of the restraining order, we’ve decided to focus our resolutions on social media. So here are the top five social media resolutions every communications professional should have in this New Year:

I will not jump blindly into social media until I have identified my audiences, goals and results.
I will not pretend to be an unbiased message board/blog reader when I comment about my company – they will find out.
I will actually dedicate the time it takes to maintain my social media tools. Contrary to popular belief, social media is not “free” - it takes hours every week, between strategy, content development and engagement with readers.
I will offer real value to my social media audience, whether in the form of insights, entertainment or deals.
I will listen to and respond quickly to my audience. Social media allows for faster engagement than any other medium. But if we’re slow to interact with them, they’ll go elsewhere.

And then we have to try to keep these resolutions past February 1st. Good Luck