Digitalia | Indianapolis Social Media Marketing

You can’t fight the power of video. It’s bigger than all of us.

Think about this: How often do you watch video every day?

Video is all around us. We don’t even realize how often we watch them. We’re watching videos so often, that Comscore reported in 2007 that “Americans viewed more than 7 billion video streams online.”

And Youtube dominates the pack (as if that’s a surprise to anyone…). Comscore stated: “YouTube.com drove the lion’s share of the video streaming activity at the Google Sites property, with 53.5 million unique streamers and 1.1 billion streams initiated.”

It’s easy to respond skeptically. Many of the videos, especially on Youtube, aren’t marketing a product or brand; they’re just for fun.

But some companies have used video in such a great branding method that others have copied. Case in point: Apple vs. T-Mobile.

When I saw the new T-Mobile MyTouch 3G commercial, I immediately thought of the Apple iPhone commercials. The solid-color background. The zoomed-in hands demonstrating the features of the phone. The mellow music.

Of course, there are some differences. Well, you can take a look for yourself:

Apple iPhone commercial: 

T-Mobile MyTouch 3G commercial:

It seems obvious that T-Mobile at least modeled their touch phone marketing Apple’s. It’s well-known that Apple’s marketing is famous, whether in a good or bad way. Apple is known for creating a brand demonstrating that you’re in the cool, modern crowd if you use their products. It’s less about the quality of the product and more about the reputation the product passes on to the consumer.

Much of this brand has been established through video. In addition to the commercials, Apple products are used in many top TV shows.

The characters on NBC’s comedy “30 Rock” all use MacBooks, iPhones and iChat. Does Apple pay for the spotlight? The show’s creator, Tina Fey, stated in the show’s earlier years that no product placement deal is in place. The use of the Apple products is simply a reflection of real life in the entertainment business. (Whether that situation has changed over the years hasn’t been discussed, but the show continues to use the products in plentiful amounts.)

Whether the feature is purposeful product placement or not, the power of video is still demonstrated. Consumers see their favorite characters or actors using the products and hear them talking about them, and they want to as well. Seeing and hearing is something that can occur on no other medium.

Video can even be used to express grievances. Case in point: Verizon’s new anti-Apple commercial. The commercial uses the signature solid-color background and mellow music, in addition to the signature lower-case ‘i’ Apple is known for. Although the video is critical, it still contributes to Apple’s marketing because the Apple branding is used, critical or otherwise.

Summary of today’s lesson: Video is all around us. It is used to brand. It is used to copy. It is used to criticize. It is used to demonstrate how to be hip, modern and cool in a manner no other medium can provide. 

How do you use video to market your product?

Alyson (follow me @alyandthecity) | Social Media Marketing

Don’t try to fight it. Social media is here to stay.

It’s official, kids. Social media has officially invaded popular culture.

Last Thursday, the highly anticipated, hour-long wedding episode of “The Office” aired. As an avid “Office” fan, I was pumped. I laughed. I cried. I decided my next goal in life is to find myself my own Jim Halpert.

The end of the episode came around, and I was happy with what had happened so far. And then, it happened. Some crazy hand signals occurred, Dwight plugged in an iPod, and I knew what was coming — a spoof of the JK wedding entrance dance YouTube sensation.

(Here’s the original video, if you have been living under a rock and haven’t seen it.) 

Was I watching a sketch comedy show? Nope. “The Office” is definitely a sitcom. Was I watching a Youtube spoof of another Youtube video? No, not that either. There’s only one explanation: Social media is so engrained in our society that it’s being written into popular TV shows. A Youtube sensation is now part of a script, and the viewers recognized exactly where the spoof came from when Michael, Dwight, Kelly and the rest of the gang started dancing down the aisle.

This occurrence is further proof that social media is here to stay. Some people may still not understand the full impact or the best way to use social media outlets, but it’s officially a part of our culture.

What other examples have you found of the amazing social impact of social media? Have any of your favorite TV shows integrated Youtube or other social media outlets into their plotlines? As always, please share!

Alyson (follow me @alyandthecity <http://www.twitter.com/alyandthecity)

  | Social Media Marketing

 

Blendtec: Ford Fiesta edition: Crap but Brilliant?

New Blendtec video is a Ford Fiesta Promo: A+

So I love the Blendtec YouTube Videos and the buzz they create. They launched another yesterday. And in my opinion. Boring. Sell out. Rubbish. Still 22K views in one day. Not bad right?

Some thoughts:

• It can't blend Boron Steel (guess Fiesta's must be safe then)
• It can blend left over food, crap sitting around in someone's brand new car, ice and a couple of Brittany cds.
• But - it is brilliant that they probably got Ford to pay for a product placement! Good job guys! Love it when social media marketing can pay for itself!
  

Duncan Alney Facebook | Twitter | Naymz | Blip.fm

YouTube fame - here & gone in 15 minutes

5 innocents that spent 15 minutes - then poof!

Fifteen minutes of fame. They say we’ll all get ours at some point in life. Some people work for years to have a chance at those precious minutes. Others depend on the right time and place. A few log on to Youtube and click ‘upload.’

As the summer is wrapping up and, consequently, major procrastination time is coming to a close, let us take a moment to remember those Youtube stars whose innocent video shot them to international fame…for a short time.

Charlie Bit Me

It all started with a mom capturing a funny moment with her two sons. It ended with international fame, British talk show airtime and countless parodies by fans. Although Harry and Charlie’s other videos haven’t warranted as much attention as the initial nibble — the original video has more than 113 million views — the phrase “That really hurts!” said in a British accent will forever make people smile and envision these British boys.

Chris Crocker

Who is this, you ask? Well, you might recognize him by his most famous words, “LEAVE BRITNEY ALONE!” He shared his love and passion for Ms. Spears in a dramatic and tearful video posted in 2007 and became the automatic punch line to every late-night talk show joke. Since that time, Chris has expanded his topics of passionate rant. If you’re interested, check out his Youtube page <http://www.youtube.com/user/itschriscrocker>.

David After Dentist

The backlash toward David’s dad has been intense. Bill O’Reilly <www.foxnews.com/oreilly> was infuriated at the so-called “exploitation” of David. When David and his dad were on Tyra Banks’ show <www.tyrashow.warnerbros.com/> and “Today,” <www.today.msnbc.msn.com> the question of exploitation was brought up. Some commentors loved it. Others agreed with O’Reilly. But we’re not here to discuss morals. We’re here to pay homage to a video that generated national buzz and nearly 27 million views on the original video.

Kittens Inspired by Kittens

This five-year-old girl is an impressionist. She looks at pictures of kittens and creates what they’re thinking and/or saying. Like the others, her initial success prompted other videos and appearances on talk shows everywhere. I’m just waiting for this kid to get a movie or TV show deal…

Obama Girl

Obama Girl has the 2009 Presidential Election to thank for her 15 minutes. Her first music video, “I Got a Crush…on Obama,” was posted in 2007 when President Obama was an Illinois senator, but it took a few years for her to be a household name. Amber Lee Ettinger, as she is less commonly known, became a well-known face during the 2009 election season, appearing on magazine covers, comedy shows and several cable news channels, including Fox News <www.foxnews.com> and MSNBC <www.msnbc.com>. At least she was politically impartial where her publicity was concerned…

Where are these Youtube sensations now? Who knows? Who cares? Their 15 minutes are up. Whose are next?

- Alyson (follow me @alyandthecity)

Client bendin' you over?

Indianapolis' Scofield Editorial captures vendor client relationship dark side

If you live in the marketing, PR, social media, website, or any related field - you can feel this Youtube video. The metaphors are spot on. The virality was presumably driven purely by word of mouth - I'd say email, facebook, and twitter. Its very clever. Here's a quick look at some of the results:

• Comments: 1,079
• Favourites: 7718
• Ratings: 3.053
• Average rating: 4.91

Consider that this video is B to B, and the 1,013,255 views are more impressive. Also interesting is that the most popular demographic is male 35-64 broadly. Nice job, Scofield Editorial - I'd say they deserve an award for great Indianapolis social media usage! Content is king! I'd be interested to see how they've used the virality to generate additional business.

Duncan Alney Facebook | Twitter | Naymz | Blip.fm

Chick-fil-a Virginity Lost: And I was raving about it

So why haven't I been back?

Last year, while I was out on a photo shoot with my colleagues Chad Richards and Mark Juleen, I was introduced to Chick-fil-a and the experience was caught live on camera. I'd watched videos on YouTube, heard hipsters rave about its low brow appeal, heard the buzz on about how great it is that its closed on Sunday, my wife raving about the awesome waffle fries and fresh lemonade, and much more.

During my visit, maybe because we had a camera, the service people engaged heavily with us. I had a great time and we left. The video that we shot was funny and was dripping with cheese by the time we posted it on YouTube.

Yet a year later, I've never returned to Chick-fil-a, despite the chicken tasting very good at the time. Here's the video:

I've tried to examine why I've not returned and here's what I think.

• I don't care if its closed on Sundays. And being closed is frankly inconvenient for me. Religion is not part of my buying criteria.
• The bun sucked. The fries weren't exceptional.
• While the chicken was good - it didn't make me happy like the way YATS does (disclaimer YATS is a client) nor was it any more memorable than any other fried item. I'm suspicious of fried things in general though.
• I think I realized I felt guilty for being the one person that hadn't been there. But now that I've been I don't care?
• There isn't one even remotely close to me.
• Although even with the camera, I felt the service really was damn good. But great service isn't enough to make me return to a fast food place. In fact, there is a fast food mexican place that has awful service in the mornings and I still go.
• Great word of mouth or YouTube videos aren't enough to make me go back?
• If I had to choose between McDonalds, Burger King or Chick-fil-a (none of which I ever eat) - I would choose Chick-fil-a. But, um, it hasn't happened yet.

So why do you think I haven't been back? Why isn't the unexpected buttery goodness calling me back? Why don't I want to feel like I've just arrived in America again for the first time?

Duncan Alney Facebook | Twitter | Naymz | Blip.fm

United breaks Guitars gets over 4 million views in 2 weeks

Is United in Dell Hell?

If you haven't seen or heard of the full story of Dave Carol who flew United last year - here's an excerpt from his youtube channel.

Full Story: http://www.davecarrollmusic.com/story... - In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and my Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. I discovered later that the $3500 guitar was severely damaged. They didnt deny the experience occurred but for nine months the various people I communicated with put the responsibility for dealing with the damage on everyone other than themselves and finally said they would do nothing to compensate me for my loss. So I promised the last person to finally say no to compensation (Ms. Irlweg) that I would write and produce three songs about my experience with United Airlines and make videos for each to be viewed online by anyone in the world. United: Song 1 is the first of those songs. United: Song 2 has been written and video production is underway. United: Song 3 is coming. I promise. Follow me at http://twitter.com/DaveCarroll . Video Produced by Curve Productions of Halifax, http://www.curveproductionsinc.com

It's a story that you might have experienced - you fly somewhere, you lose your stuff or it gets damaged - and to make matters worse, the employees in charge pass you off and you ultimately get no compensation and experience great frustration. Only in Dave Carrol's case, he created a music video and its been viewed almost 4.2 million views in just under 2 weeks. People are sharing it online via facebook, twitter, email and more. Frankly, there are probably lots of us all over the world than can empathize with the way this has gone down.

Take a look at the statistics from the video as of July 26th, 2009:

• Total Views: 4,147,798
  
• Comments: 19,131
• Favourites: 20,945
• Ratings: 28,822
• Average rating: 4.94

*This doesn't include partial views, other non-YouTube conversations or comments.

Clearly, United didn't expect this and monitoring the problem via social media couldn't have solved this problem - which points at a larger problem of customer service. Let's face it - United isn't what it was a decade ago and it certainly ain't no Zappos. How will this citizenship journalism affect the complaint process in the future? Should customers be more customer oriented - if for no other reason - fear of this type of backlash? What do you think? Maybe more companies should study Dell's admirable approach after the Jeff Jarvis episode? I think so.

Duncan Alney Facebook | Twitter | Naymz | Blip.fm

The time has come

Yes, everyone. It's time. Time for this little intern to spread her wings and fly from Firebelly (or be pushed out of the next unexpectedly by Duncan. You choose the visual you prefer!) and venture back into the world where commoners don't understand social media and all of the opportunities it presents; back into the world where aren't thinking about what they need to Tweet or how they can update their status every second of every day; back to a world where I must defend my social media obsession and repeatedly explain why it's so important to thrive as a functioning human being in this computer-driven day-in-age. I have been so spoiled here at Firebelly and learned so much. 

What have I learned? Can I write a novel to answer this question? No? Well, then I'll summarize a few of the major things:

Social media is a conversation, not a lecture: As I've written in a previous blog, social media can't work as a marketing tool if there's no response. You can tweet or update your status all you want about what's coming up next or something new going on at your company, but if you don't respond to comments/advice/feedback from your followers/friends, they'll lose interest. They won't feel connected to you or your company, which is a major purpose of social media marketing. So respond. Be interactive. Take the time to reply to at least one response each day. It will pay off in loyal followers and more personal communication between producer and consumer.

Video is an extremely effective marketing tool: People read and comprehend. They see and comprehend. If they can do both at one time, that's most effective for the company marketing to people. Studies show that people remember 10 percent of what they see, 20 percent of what they hear and 50 percent of what they see and hear. Utilize that statistic by registering for a Youtube page and updating it frequently. Furthermore, people recall 80 percent of what they see, hear and do. So if you can make your videos interactive (i.e. instructing them to click links, get up and do this, anything at all interactive), your videos will be the most effective they can be towards your marketing goal.

Twitter is a legit obsession: Yeah, yeah, I know everyone said this about Facebook, Myspace and every other social media networking Web site that's out there and will be out there in the future. However, Twitter is a rare breed. When you learn how to use it properly, you can't live without it. My TweetDeck is my best friend. As a news junkie, I visit at least 10 news-based Web sites daily. Because I follow them on Twitter, TweetDeck allows me to collect all of those sites' updates in one place and have them fed to me as they are updated. It's pure heaven! I also RT people consistently as a way of giving mad props to someone's thought or Internet find. On the marketing side, #hashtags make searching for what your customers are talking about extremely simple. Learn how to use Twitter to your marketing advantage. You won't regret the time (and/or money, since time is money, as smart business people say) spent on the effort.

Lastly, and most importantly, I learned I love social media and wish to continue working with it in the future. Based on how popular it is now, I don't think that wish will be difficult to grant. I will be continuing my interning life in New York City this summer at an organization that is in the rookie stages of incorporating social media into its marketing strategy. I know I will take the lessons I learned at Firebelly to help that currently small component of the organization to grow into a driving force (like a heard of cattle, right Duncan?)

I send so many thanks to Duncan and the rest of the Firebelly team for allowing me so many opportunities and being so willing to teach me everything they know in the short time I was here. I hope to continue writing/editing/blogging/social media'ing for them in the future.

Alyson (@ Twitter)

Jimmy Fallon boosts TV audience engagement with social media

SNL-star-turned-late-night host Jimmy Fallon is a new kid on the block in the talk show community, but he’s already using the latest and greatest in online, interactive media to gather a loyal audience.

Fallon began using video blogs to build hype for “Late Night with Jimmy Fallon” long before the show’s debut Monday, March 2. Fans could go to his NBC page and watch his preparation process for his late-night debut. He was also in the social media world but wasn’t using it for marketing potential (His Twitter account gave endorsements for Waffle House and requests for tech support).

Now that the show has aired, Fallon has spread his digital wings further into the social media world and is using outlets like Twitter and Facebook to start a real conversation with his audience and get tech savvy with the show’s segments.

For example, with one of his first guests, Cameron Diaz, Fallon Tweeted his followers, asking them to submit questions for Diaz. The questions weren’t hard-hitting journalism, but they did create instant audience engagement by helping audience members feel like a part of the process using social media.

Yes, this could always be done with e-mail, but using Twitter is a way to focus in on the hottest trends in his strongest demographic of college-aged viewers in less than 140 characters.

And so far, it seems to be working. 

At the end of January, Fallon had a mere 25,000 followers and now has more than 250,000.

Fallon also invited Facebook to the game, having fun with the always-interesting Facebook statuses. A camera scanned the audience with a digital screenshot of Facebook, giving names and statuses to random audience members.

Fallon hasn’t incorporate Twitter and Facebook since, but it’s only the second week of his show. He is, however, constantly updating his accounts, replying directly to fan Tweets and adding videos of backstage footage.

What are your thoughts? Is the use of social media in Fallon’s style a smart way for TV shows to boost viewership by softening the barrier of the TV screen? 

Alyson (@ Twitter)

Rock'n'Roll Focus: Cracker community thriving

Social Media enables content, conversation, and community

As the founder of Camper Van Beethoven, the alternative rock band (when alternative really meant something) and Cracker, David Lowery is no stranger to innovation. David’s first band - Camper Van Beethoven - was eclectic and fused elements of country, pop, ska, punk, world music and acid rock. David’s second band - Cracker, as my friend GP, and I were discussing over a Triple De Ripple at lunch a couple of days ago is a smart-alec, driven, countrified, and virtuoso rock group – all at once. And as you listen to Cracker in concert – in their various configurations and in different places – that their sound is big, yet scalable, moving and almost tends to build its audience up for Johnny Hickman’s ejaculatory, gratuitous, yet welcome guitar solos. Anyway back to David. He's produced records for Sparklehorse, Counting Crows, Lauren Hoffman, September 67, Wormburner, L.P., Tea Leaf Green, and others.

Recently, Cracker played in Indianapolis at the Kessler House Concert Series, and I caught up with David. David has the rare ability to define things in clear and simple terms. We spoke about internet marketing, using social media and how CVB and Cracker communicate, collaborate, and generate content with their fan community. They meet their fans regularly through out the country. This usually culminates every year with a large concert over several days with a family of related bands - CVB, Cracker, its contemporaries and followers. You guys taking notes? And its natural, feels right, and not at all deliberate.

Check out the interview and a clip from the concert.

- Duncan Alney Facebook | Twitter | Naymz

How to rank higher in search

Interview with Brian Halligan, CEO, HubSpot

Recently spoke with Brian Halligan, CEO, HubSpot. HubSpot is an internet marketing company and their product is B2B Inbound Marketing Software that helps their client attract more visitors using SEO, social media and blogs, as well as, capture more leads with landing pages, lead intelligence and marketing analytics. Whew what a mouthful! What's even more interesting is we're working with HubSpot on one of a project.

Both Brian's presentation (which I'd watched earlier) and our interview (which you can watch below) confirmed my strong beliefs in content. Its clear that companies that are leading in the search race are producers of great content. Great content includes copy, photography or illustrations, video, and applications. Good content can be on your website, your blog, and on other places on the web with links back. Brian actually believes in "remarkable content" (coined in this context by Seth Godin who coins everything that already exists with cool little phrases) which is content that people dig (pun only slightly intended) so much that they are compelled to remark on it. Yeah I know you didn't really need the explanation.

So, while I believe there is a place for paid search, invest in good content FIRST. Whether its on your website, blog or social media assets. Doesn't matter. If you know what you're doing, write it up, get some photos, get some video, develop an application. And if you've got chops - develop it yourself, if not, hire a professional. Remember your content is a reflection of who you are!

Duncan Alney Facebook | Twitter | Naymz

Happy 25th Birthday Apple!

25 years since the trail blazing tv spot

 

I was 16 when I watched the "1984" tv spot in India (and it was in the commercial break of an American TV show on a video tape). First of all, I loved Ridley Scott and the spot was captivating. Of course, in those days people swore by Big Blue but I was immediately drawn to this scrappy underdog that wanted to smash this oppressive system - even though I didn't know what the "system" was. I didn't know anyone in the mid-80's that owned an apple but the imagery stayed with me. I began using an apple in 1990. It was so much easier and intuitive than DOS and the early version of windows. But what I've always loved in the Word of Mouth marketing that apple has generated, the kinship and loyalty of apple users, and the evangelism of the die-hards. Apple was social before social was cool.

In our business today at Firebelly Marketing, we have to use both PC's and Apples. Thats the only way we can test the websites, micro-sites and landing we develop - with IE (and all its glorious versions) - but we all get along regardless of our computer preferences.

Anyway, here's the text of the original commercial (done by TBWA/Chiat Day). And, here's some further reading if you're diggin' it.

Apple Museum

Apple TV Ads

Apple's 1984: The Introduction of the Macintosh
in the Cultural History of Personal Computers
by Ted Friedman
Revised version of a paper presented at the Society for the History of Technology Convention, Pasadena, California, October 1997.
 

Text of "1984"

Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!

- Duncan Alney Facebook | Twitter | Naymz