Business week reports that folks are “Raising the Bar on Viral Web Ads Those funny clips that push products are getting slicker and more expensive to make and distribute. YouTube and Google are taking note”
I’ve been playing with many of these tools from my blogspot blogs, myspace, second life, youtube, google videos, I even created a login to the critisized Walmart MySpace clone!
I want to caution Marketing folks from investing heavily in Web Advertisting Viral Videos –my impression of viral videos are great for brand awareness campaigns, but they may not be the best tool for an ongoing and thriving dialogue and relationship. The article warns that this could easily get played out as viral videos become trendy and common:
“The danger is that it has a cool factor and, as it becomes mainstream, the effects will taper off,” says Edith Bellinghausen, vice-president of new media at entertainment marketing company Razor & Tie.”
Don’t lose sight of the value of real relationships can be created by using tools such as blogs, forums, and other ‘two-way’ tools. For me, the 1% of Viral videos that get my real attention, I’ll visit maybe once or twice visit. As a Web Strategist, I would limit my output of such ‘agency’ tactics for very specific needs and uses. I’d rather build a meaningful, real connection with customers using relationship tools
Edit: The HP viral video campaign was not met with embraces from bloggers
Amanda former star of Rocketboom (and who I still think is a star) has created an unique video blog suggesting she needs a job. She’s still got a sense of humor, and had some co-writing and help from Zefrank.
Here’s one of her commments in her blog –she writes just like she talks –interesting
Thanks for your support everyone! It keeps us going. Things are moving along now… and I’m busy making lemonade. The offers are just unbelievably overwhelming and keep rolling in, one more interesting and surprising than the next. I’ve narrowed things down considerably though and it’s now just a matter of “how” I will work rather than “who” I will work with. The “how” (clearly) is the most important thing to me. So Phase 1 of Unboomed is complete. Phase 2 is the “how”. Phase 3 will be the announcement. And then *poof* UnBoomed will disappear and will be replaced by something… different… in the meantime, ov lov
Cheers to Amanda and best wishes.
Andrew Martin has shared his observations of my blog redesign, which I launched a demo blog and obtained user feedback while doing iterative changes before final launch.
Reader and User feedback is very important to me, hopefully I can demonstrate what I preach. He compared my redesign to how lifehacker did it:
“Both of these have gone about it in different ways.
Lifehacker went big bang and just changed the site overnight, loads of comments mostly negative.
Jeremiah set up a beta version and got his readers to comment on what they think of his new design before it goes live, quite a few comments mostly positive.”
I’ve still some changes and improvements to make, based upon reader feedback, however Read Andrew’s thoughts and observations.
Swing by to their blog, they’re asking for feedback as well –thanks Andrew and team
I’ve discussed how radio stations are using MySpace to push events –it’s a killer marketing effort.
I heard on the news a few minutes ago that US Marines are using MySpace to recruit new soldiers –it makes sense as the primary audience (and older) they are seeking are using those tools. USA today reports that:
“The Marine Corps MySpace profile — featuring streaming video of barking drill sergeants, fresh recruits enduring boot camp and Marines storming beaches — underscores the growing importance of the Internet to advertisers as a medium for reaching America’s youth.”
MySpace is the top viewed website in North America –there’s no surprise that the USMC is using this as a marketing platform. Josh Weil has additional thoughts. I while back I wrote about how the MySpace generation is going to the workforce –I didn’t think about how the MySpace generation will enter the armed services as well.
I remember this girl in 1999 in SF laughed at me for having a personal web site. I told her in a few years that everyone would have a website –I wish I could ask her about this now.
View the Marine MySpace Page here
Websites harness the knowledge of crowds
Instructables is a website I’ve reviewed before, see “Instructables: This Social Innovation site that could Evolve to a Company” it’s great example of harnessing the wisdom of crowds for collection knowledge sharing and capture.
Often, your collective customers will know more about your products than your product team.
I’ve frequently suggested that companies deploy such resources for products that require development or even to reduce installation or support costs. It’s commonly agreed that the collective knowledge of customers are often greater than product teams –so harness it!
As a web strategist, I often will experiment with each website to understand it (even social sites for 8-12 year olds like Club Penguin and even Walmart’s myspace site). Even though we created a step program for a cooking recipe it’s still a demonstration of using the tool.
Instructables is a website that makes it easy to upload pictures, text, and put them in sequence, readers can leave comments, rate, tag, and do all kinds of other 2.0 responses.
My wife helped me write up the instructions for some of this –she may start posting some of her recipes in the future.
Web Strategy: Harness the Collective Wisdom of your Customer Base:
- Consider creating a webtool that allows your customers to self support each other by uploading and sharing instructions
- Deploy social tools such as ratings, taggings, comments, and social networking to encourage collaboration
- Reward uses who provide excellent instructions –other users will identify value-add contributors
- Low cost management: Save time and resources by harnessing the knowledge of your crowd.
- Build a pool of knowledge that’s easily found (make it public so Google crawls it)
- Demonstrate to prospects a thriving community around your products.
(Written from the Portland Airport, Gate C14)
I’m going to try to collect all things Webvisions 2006.
There were three to four tracks going on all at once, making it difficult to absorb it all in. I believe some of these (if not all) will be podcasted, so expect more from the webvisions crew (
who’s site is down from massive traffic –it’s back up now)
I’ll try to collect a list of links to WebVisions posts, flickr photos, podcasts, and videos.
Leave a comment if I’ve missed something and I’ll add it. (note: Kit Seeborg sent me a list of some blogs that the Webvisions staff has been aggregating, I’ve added the relevent ones –thanks Kit)
Webvisions Official Blog
Jeremiah Owyang’s Capture: (me)
Brian Oberkirch’s Capture:
He was on fire; blogging, pictures, podcasts, a one man media company –since he’s a social media consultant, it’s no surprise seeing him master his mediums.
Adam Darowski’s Capture:
Brian Fling’s Capture
Keith Robinson’s Capture
Ryan Williams’s Capture:
Micki Krimmel’s Capture:
I wish I had more time to chat with her, she’s doing some intersting stuff, I’ll reach out to her later.
Andy Baio’s Capture:
Megan Cole’s Capture
Dave Johnson’s Capture:
Michael Botsko’s Capture:
Bryan Veloso’s Capture
Dan Rubin’s Capture
Jonathan Snook’s Capture
Brian Ford’s Capture:
Lynsey Struthers’s Capture
Nick Fink’s Capture
Paul Farning’s Capture:
Greg Narain’s Capture
Gene Smiths’s Capture
Matt Anderson’s Capture:
Cathy Wang’s Capture:
I sat down for a casual podast with Brian and Greg before the show starts –totally casual, no script, whatever happens happen.
We chatted on the generations of blogging, social media, Brian’s ventures, and Greg’s upcoming blog backup software.
More of MY pics from webvisions here.
Here’s public photos tagged “webvisions06“
Left: Oregon Convention Center
This post will be morphing and changing throughout the day. Please excuse any typos in advance, my goal is to capture the knowledge for the collective rather than present a perfect script. I’ll be capturing both by text, still image, and even video throughout the day.
At about 1:30 I’ll be speaking on this panel –we’ve got some great ideas and a well thought out presentation, I’ll point to an audio file later. Being the early bird that I am, I’ve taken a few photos of the city this morning, will upload more later.
Initial observations of Webvisions (I’m one of the first to arrive is how well staffed the event is) Kirsten Blair from nemodesign was kind enough to introduce herself to me –she’s a host to the speaking staff. I can hear the chatter from Ross, one of the event coordinators on the squak boxes –these guys mean business and are well organized.
I did a podcast with Brian Oberkirch and Gregory Narain. We had some discussions on the generations of blogging to building communities, some tools for backing up products, and the learning more about Brian going solo. We talked about youtube, and Brian suggested to take a look at Blip tv
Session: Becoming a Pro Blogger
With Matt Haughey
Sitting next to Tristan who’s a speaker as well –I’ve done some thoughts on his content on Social Networks –small world. I think he’s building his slide deck for tommorow –heh, web speakers are like that.
- Pick a topic you’re passionate about.
- Make a living from your hobby.
- Thinks the SEO industry is a bit seedy –trying to trick engines to like you, why not focus on good content?
- He’s working with Federated Media, who has a strong sales team (like James Gross), discussed Pajamas media –
- Mentioned that blogs and websites that depend on ads could be jeapordized by grease monkey.
- It’s not hard to make a few hundred bucks a month.
- One question from audience commented about Ads do work, that’s why they do them, Matt responded that they shouldn’t be as annoying.
- Matt publishes PVR blog about Tivo –kind of a Brand Blog.
Session Business Blogging
Brian who was sitting next to me took such killer notes, I’m just going to link to his.
Session: Stepping away from the Computer by Andy Baio
This was a great presentation by Upcoming’s founder Andy, he told me later this was his first speech, I was sure he’d givin it before. He demonstrated how communities –using web tools –are able to connect both in real life as well as online. The most effective (or at least interesting examples) are those fo communities that meetup from a bottom up (meaning self-organized) rather than top down (marketing lead). He gave examples of Ham radio meetups, discussed some top-down myspace meetups. Later, when we chatted in the hall, we explored the ideas of communities being built/harnessed/or pre-existed around companies. Adam has some notes here
More notes from Ryan Williams
Left: My video from Boston of street entertainers…
YouTube is growing –as well as the online video market
I mentioned that I was going to start exploring YouTube more, as it’s now actually peaking as it serves up 100 million videos a day. There’s news of it exploding in Japan, (Brian O, are you watching?). Apparently YouTube has a lot going for it as competitors are paying users to upload content –see eefoof.
“YouTube has come to hold the leading position in online video with 29 percent of the U.S. multimedia entertainment market” –says a recent Cnet article
What a business model, build a platform and let the world do the work. Smart move for the 30 employees in San Mateo.
My YouTube Video Library is growing
I’ve started to upload videos from interesting places, And Daniella responded to my video. Check out all my videos, or my homepage where you can subscribe to my video feed. Some of my videos I don’t publish to the world, I’ve created some personal messages to my cousin who moved to Japan for his bday. (see not all vids need to be public). I received my first comment on this video I uploaded of some street entertainers in Boston.
I want to have a strong understanding of many of the social media tools out there, it’s tough to keep up, but typically there are a few key indicators I watch for before I start getting into another social site –mass movement, and a few early adopter types.
A public persona
It’s amazing that I’m sharing more of my life with the public –I don’t find it scary, I’m pretty careful in what I show, most of the time, I’ll be sharing media of things that happen in public, and of places or interesting people I meet.
Observations of YouTube
I wish YouTube had a bit better management with Titles and Tags like flickr –I’m sure they will get there. Also, it compresses the files, they look ‘washed out’ and the quality has been reduced –I also would guess they would make it monophonic as well.
You’ve heard of Tivo right? how about Slingbox? (It pushes your TV shows to your PC), How about the other way? soon, I’ll be able to come home, plop down in my living room and watch streaming videos of my friends and families experiences in near or real time.
Left: Picture of the Webvisions Staff preparing Schwag (via Kit Seeborg on flickr)
Heading to WebVisions later this week (check out the great lineup of speakers), in fact I’m jumping on a plane right after work on Wed to get there. I’ll be on a panel regarding “Social Media and Community Marketing” with Brian Oberkirch (who’s now freelance) Dan Saffer from Adaptive Path, and under the guidance of Kit Seeborg the Web Designer with business sense (smart!)
Let Go, Jump In: Community Marketing Strategies for Empowered Customers
Thursday, July 20, 2:00 pm – 3:00 pm
Social media tools have entered the traditional marketing sphere, allowing customers to create and evolve their own user communities. Is this a nightmare for traditional marketers? Are barbarians at the gate? Or is this a priceless chance for companies to leverage their most powerful marketing tool of all… the customer.
Handing over power requires a leap of faith. We’ll share our experiences of letting go, then joining, and eventually leading the community. We’ll discuss specific ways in which you can integrate and design community marketing into your company’s business and see customers as your new partners.
Let go. Jump In. There’s beauty in the breakdown.
We’re pretty savvy web folks, we had one concall to prepare, Brian setup a basecamp for us to use, and I submitted my slides to Dan (who has a book coming)–who’ll make them all look uniform being the killer interaction designer he is. Check out the webvisions staff via Kit’s pics, they’re busy preparing schwag. More pics tagged webvisions 06 here.
I hear it’s going to be hot there –could hit 100 degrees. Not a big deal to me, as I grew up in Fresno CA, it’s not hot till it gets 111 to me. Most of the staff, speakers and crew may be staying at the Hotel Lucia, where I’m at. Will be fun, engaging, and interesting.
Many pics, and blog posts to come from what I learn…stay tuned.