Archive for October, 2008

Advertising in Facebook

Wednesday, October 22nd, 2008

Lately we’ve been seeing a lot of success advertising in Facebook. Very similar to Google Adwords, but with another level of behavioral and demographic targeting along with really cool social functionality.

Instead of creating an advertisement and hoping that it reaches the right customers, you can create a Facebook Ad and target it precisely to the audience you choose. The ads can also be shown to users whose friends have recently engaged with your Facebook Page or engaged with your application. Facebook Ads are more likely to influence users when they appear next to a story about a friend’s interaction with your business.

Here’s a preview of one of our currently running ads:

We are able to target our client’s demo with precision accuracy, generating only high quality leads for them. These ads also feed into our client’s Facebook Page for additional social marketing – a great way to create buzz.

Give us a call if you have any questions about Facebook advertising and promotion.

Jonathan

What Makes a Video Viral?

Tuesday, October 7th, 2008

Response to article by Andreas Roell, The ClickZ Network, Sep 30, 2008 – Article Posted below.

All good points. But, it is much more sophisticated that he explains. The primary driver behind a video is the production of the video itself. Specticle is usually the driving force behind this component. Most of the videos gone viral are simply capitalizing on shock value. If ever there is a subsequent video to this, the specticle must innovate at the same level or beyond the original. If not relying on specticle (or in addition to it) emotions must be moved – strong emotions, like fear or hope – look at the presidential candidates now!

The second component is visibility. You can place a fantastically compelling video into a network like Youtube and get no results because its buried in a mountain of wanna-be viral videos. Aside from proper tagging and titling (from a search marketing and publicity perspective) the video must be promoted and distributed to networks that swing towards appropriate demos. Furthermore, promotion within social bookmarking sites are essential for enabling virality. Digg and Stumbleupon are our favorites.

The last components are timing and luck. There might a current event that you could be leveraged with keywords. There is no guarantee that a video can go viral, but there are certainly best practices that position a video for maximum potential.

Response to article by Andreas Roell, The ClickZ Network, Sep 30, 2008 – Article Posted below.

While there is absolutely no formula to produce an effective viral video, there are some common themes. Here are two.

An obvious component, but difficult to manufacture, is to create a video worth talking about. A viral video is like the one play of a game that I talk about first. Whether it’s a touchdown pass thrown by a running back or a walk-off home run by a rookie, a viral video needs to show something novel to rise above the rest of the field. It needs to grab attention, be memorable, and ultimately make viewers feel duty bound to pass it on.

For marketing purposes, the video also needs to allude to the brand or product of focus in an unobtrusive manner. The risk of not including a branding message, even if it’s subtle, is that everyone will share the video but not be able to give credit where credit is due. On the flip side, very few users would pass a commercial on to their friends. To be most effective, a viral video must straddle the line between advertisements and CGM (define).

The most difficult part of crafting a viable video is that what internal teams find amusing, interesting, and attention-worthy might not be shared by their user base. To overcome this, marketers must attack a viral campaign from a user-centric perspective. EA Sports’s marketing team got it right with its response to a YouTube post exposing a glitch in the 2008 version of “Tiger Woods PGA Tour.” The glitch occurred occasionally when players hit a shot into a water hazard; Woods was able to walk on water, make the shot, and continue on. In response, EA Sports released a YouTube video that parlayed the original negative video to promote the 2009 version of the game. Using Woods himself, the video showed the golf legend actually walking on water to hit a shot off a lily pad. The closing line was, “It’s not a glitch. He’s just that good.”

The video has generated more than 2 million views to date. I attribute its success to communicating with users in a meaningful, unexpected way. The video would probably have been less successful if EA Sports didn’t include Tiger Woods in its response or if the video’s tone was less playful and clever.

Tackling a viral video campaign can seem like a futile effort since more times than not they fall short of expectations. I do think, however, there’s always value in thinking about a campaign from users’ perspective. With a broader audience on the online horizon, adapting a user-centric perspective will only become more important as advertisers plan their online video campaigns to reach users.