Archive for the 'Viral Marketing' Category

Why Microsoft’s Ad Creative is Effective

1.  It doesn’t give the haters anything to dispute – except that they hate the ad.  No claims of security, stability, etc.

2.  For every ad impression they buy, they get one for free from the blogosphere and people talking about. These ads are not cheap but they are gaining efficiency through this buzz.

3.  Most importantly, it is getting people to really work at what they might be driving at.  People are making all sorts of leaps to connect the dots.  It is an ad about nothing but everyone assumes they will one day say something or do something.  What?

The danger is that they don’t deliver.  But until that happens, a lot of people will be trying to map what they know and think they know about Microsoft with where the ad campaign is headed.  And, as of this moment, the second ad (which is 1 day old) has 317,000 streams on YouTube.

The Conversation Goes Micro

People talking about how companies are using Twitter for good.  Dell sending deals.  10 Downing Street Tweeting Official Government PR, etc.  I’ve seen all sorts of negative comments come across on Twitter too.  Thus far, my favorite comes from Pete Cashmore from Mashable.

The Other Blog Business

I work for Federated Media which has helped many independent site owners quit their day jobs and live very (some very) well. Some bloggers monetize their media properties as a tool to promote their “real business.” As a guy that loves the wine, I become hooked on Gary Vaynerchuk’s Wine Library TV recently. This guy has truly embraced “web 2.0” (I hate the term but it remains very useful) tools to take a traditionally staid business and opened it up to a broad customer base using blogging, social networking, etc. Consider:

– He’s done 458 10+ minute video blogs in the past 2 years. Each post easily gets 200+ posts and most feature wines that you can buy online at Wine Library. His blog must be a powerful ecommerce tool because I’ve clicked on a few wines of interest featured from the show and they have all been sold out.

– He’s embraced Twitter, Pownce, Facebook (he’s maxed out his friend capacity,) myspace, linkedin, and the social network for winos corkd.

– He’s written a book and has mobilized his “Vayniacs” to come to his book signings across the country.

– His various websites all ASK his customers questions. “Where should I go on my book tour?” “What wine did you drink last?” “What wine would you like me to taste on the show?”

If you like wine you will learn a lot from his podcasts. I have found a number of really inexpensive and tasty wines that I wouldn’t have given a chance before I started watching the show. Good stuff.

Like most popular bloggers, he has a bit of the ringmaster in him. He has carefully developed his brand using the talents he’s developed over a life in the wine shop. No different really from any corporate blog but the execution here is truly phenomenal. The value grew over time and I’m sure a less passionate wine operations director would have long thrown in the towel but the Wine Library has created a media property that helps define and extend the Wine Library brand to an audience that was virtually impossible to reach just 10 years ago.

Check it out…

A Conversation Goes Viral

Federated Media is working with Dell to stimulate conversations for Business Technology buyers around Storage Area Networks. The Future of Storage focuses on the iSCSI space. Dell has a lot to say about the topic but so does the broader community and they wanted to underwrite a broader conversation on the topic.

Its a hot market but even so, the number of people able to discuss this with any depth is much, much smaller than the group that would go to my favorite Road Biking forum. The site went live earlier this month. Dell is going to the conversation rather asking for the conversation to go to them.

Ads like this were launched to stimulate the discussion.

The conversation spread from the TechDirt Hub to ArsTechnica.

Where it was Dugg

and Yahoo Buzz(ed?)

Pretty exciting to watch. Congrats to Andrew, Jennifer, Janet, Mark, and everyone at team Dell.

(Thanks to James for the screen grabs and leadership around this program.)

Viral Video Being Co-Opted for All Sorts of Purposes

I’ve seen this video

used to make a point in three very different contexts over the past week.

1. A biking website used it as part of a campaign to promote vigilance for bikers when driving.

2. An ad creative executive referred to the video in a talk she gave discussing why seemingly obvious ideas are ignored for long periods of time at the Ogilvy and Mather’s Verge Conference. She was specifically referring to the Dove “Real Beauty” Campaign of last year.

3. Seth Godin today in this blog post.

Clearly making an impact but I still don’t know the original intent of the creators. If I’m evaluating the success/failure of this work, does the viral spread (71K streams on YouTube as I write this) factor into my assessment?