Tag Archives: YouTube

Let’s Make Sure This Goes Viral

Have you ever uttered the words “this is going to go viral” or know someone who has? Are you amazed at how a video of a kitten playing the piano can reach 3 million people, but only 15 people view the corporate video you posted on YouTube – and 12 of those people are employees or relatives?

Why some things go viral can’t always be explained; however, in the book “The Viral Loop“, Adam Penenberg does a nice job discussing how businesses can create success by knowing what a customer wants and creating an environment that encourages people to share.

Penenberg gives real world examples like Twitter, Facebook and Ning as well as Tupperware – one of the earliest examples of viral marketing.

“The trick is they created something people really want, so much so that their customers happily spread their product for them through their own social network of friends, family, colleagues, and peers.”

The key to success is designing your product or service the right way.

As you start looking towards 2010, take a look at this book to see how you can apply some of its principles to your business.

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Measuring The Impact of Social Media

image.axdThe attraction of social media is based on its ability to reach an audience with few out of pocket costs.  However, social media does require a financial investment through an employee’s hours and opportunity costs.

As a result, companies need to know how their social media efforts are making an impact on their business.

Part of that impact should be measured by social media activity that was generated by consumers, not your marketing department.  By measuring consumer comments regarding your company, you get a good sense about their interest in your brand – good or bad.

Two new tools can help measure this activity:

BackType lets you monitor what people are saying about your company or your competitors.  Its trend section is under development but will allow you to trend activity.

Addictomatic creates a dashboard of things like flickr, digg, twitter, youtube, blogs and other tools to give you a current picture of what is being said about your brand.

The benefit of social media is bringing you closer to your consumer by understanding what they are saying about you.

BackType and Addictomatic are two tools that help make that goal easier.

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Filed under Marketing ROI, Social Marketing

The next hot thing in marketing

listeningIn the latest issue of Fortune magazine, prominent people talked about the best advice they ever received. Lauren Zalaznick, President, Women & Lifestyle Entertainment Networks, NBC Universal, stated the best advice she ever received was to listen.

Great advice – probably the best for anyone in marketing. And with today’s social media tools, it is now easier than ever.

Twitter:  Peter Shankman (twitter.com/skydiver) tweeted about the great service, but poor wi-fi, at a hotel he was staying at.  Someone at that hotel was monitoring Twitter and immediately had the problem resolved.

Facebook: Totino’s Pizza has 47 fan groups on Facebook where people talk about their favorite pizza, best toppings to add to a pizza and products they don’t like.  Think about how much the Totino’s product team could learn about their evangelists without paying a dime for formal research.

Rating Sites like Yelp, Kudzu, City Search: Ratings sites allow people to post what they like and don’t like about your company.  If you aren’t getting five-star ratings, do you know why?  Looking at your customer reviews will let you know what you are doing well and where you need improvement.

Blogs & YouTube: People are passionate.  And now they have the tools to express their passion through words and video.  What are bloggers writing about your company?  Have people posted videos about your service?  Remember the YouTube video where a Comcast service tech fell asleep on the couch while waiting on the phone for Comcast technical support?

Every day I am asked how to use social media for marketing.  My response? Listen to your audience.

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Filed under Social Marketing