Mari Smith has been deeply immersed in social media since 2007, but even before social media started to really pick up steam, she was evangelizing the idea of relationship marketing through the Internet and email for almost a decade. In 2008, Fast Company dubbed her “the Pied Piper of the Online World” because of her thought leadership on Facebook and Twitter for business.
Smith’s new book, The New Relationship Marketing, explores how the discipline has changed and why personalizing your brand is so important. As Smith likes to say, there’s no longer B2B or B2C — the new rules are about P2P, or people to people.
In this episode of Behind the Brand you’ll learn some of the tips from Smith’s new book, including how to grow your social media followers, fans and engagement, how to become a curator to establish yourself as an expert, how to leverage OPC (other people’s content) to build real attention and how to keep your content fresh.
Years ago, people used to gather around the TV set to watchCandid Camera. Then, a couple of decades later, Punk’d.
Nowadays, as evinced by October’s most-shared ads list on the Mashable Global Ads Chart, advertisers are addressing our need to see people get victimized by practical jokes. Case in point: Contrex, a Nestle mineral water that’s marketed in France. Contrex got some French men and women (mostly women) to interact with some stationery bikes that powered a 3-D image of a male stripper. And that was the most-shared ad of October.
Also showing up high on the list was Carlsberg, which punk’d some theatergoers in Belgium with the help of a few dozen burly bikers.
Is this the new trend in viral ads? It remains to be seen, but marketers would be smart to start thinking of ways to channel their inner Ashton Kutcher. Otherwise, we have a bumper crop of viral ads this week including a man getting reverse tattoos, two iPhone 4S ads and a PSA from New Zealand that will make you wonder “Is this a joke?” even though it appears to be quite serious.
As usual, we thank our friends at Unruly for compiling this month’s list.
Note: The list below does not include music videos, user-generated content or movie trailers. Unruly Media’s Viral Video Chart tracks 18 million shares a day through third-party APIs.
Nestle hit upon an inspired way to market its Contrex mineral water. The premise? A row of exercise bikes appear on the stairs of an edifice somewhere in France (if you know the exact location, let us know.) The bikes, it is soon discovered, power a 3D Projection Mapping display of a male stripper. Does he go all the way? Watch and find out.
"Michael" (Sony PlayStation 3)
In a setup that owes much to the bar scene in the original Star Wars, a group of warriors assemble to trade war stories. A World War II vet breaks in with a seemingly impromptu tribute to "Michael," whom everyone agrees is the sine qua non of any successful battle. Who is Michael? Some geeky teenager who has a PS3.
"Stunts with Bikers in Cinema" (Carlsberg)
In another instance of marketing disguised as a practical joke, various couples enter a movie theater filled with burly, tattooed bikers. Those that overcome their initial trepidation and actually take a seat are rewarded with hearty applause from said bikers along with an invitation to enjoy a Carlsberg. This popular video is a brilliant example of attaching a brand with a feeling, in this case, pride mixed with relief.
"Introducing Siri' (Apple)
If you're reading Mashable, you probably don't need an introduction to Siri, but here's one anyway, in Apple's first ad for the iPhone 4S and it's first since the passing of Steve Jobs.
"Go Beyond The Cover" (Dermablend)
Speaking of tattoos, in this amazing video, a normal-looking man sitting before the camera. Slowly, it is revealed that he is actually Lady Gaga's pal Zombie Boy who has been done up with Dermablend. What's interesting about the video is that it reverses our expectations by showing a guy who starts out looking scary and ends up appearing unremarkable.
" Introducing iPhone 4S" (Apple)
Released in conjunction with Apple's iPhone 4S announcement on Oct. 6, the new phone gets the "this-is-so-amazing-it's-going-to-blow-your-mind-and revolutionize-the-way-you-do-everything treatment.
"Official Call of Duty: Modern Warfare 3 - Redemption Single Player Trailer" (Activision)
It's the world's darkest hour. Are you ready to do what's necessary? Yes, that means abandoning your real-world duties and relationships for Activision's latest time suck.
"Ken Block's Gymkhana Four: The Hollywood Megamercial" (DC Shoes)
Ken Block pulls out all the stops in this over-the-top nine-minute video featuring flesh-eating zombies, fake sharks, a guy in a gorilla suit on a Segway, and of course, lots of dangerous "don't try this at home" automobile maneuvers.
"The Force" (Volkswagen)
Still going strong after eight months, VW's "The Force" Super Bowl ad once again makes an appearance. Is there anyone out there who hasn't seen this yet?
"Party Rock Anthem" (Kia)
Those lovable Kia hamsters are back and they’re dancing to LMFAO”s “Party Rock Anthem.” Somehow this will get you to buy one of the company’s cars.
"D Rose: adiZero Rose 2 -- The Bull" (Adidas)
A bunch of matadors are no match for the Chicago Bulls's Derrick Rose, a.k.a. D-Rose. Olé!
"Honey Badger" (Wonderful Pistachios)
Wonderful Pistachios harnesses the Honey Badger Internet meme for fun and, we presume, profit.
"Weetabix Chocolate Spoonsize Advert" (Weetabix)
This is what happens when you give kids sugary cereal: They start dancing like adults with their stuffed animals in front of their stunned peers.
Legend (New Zealand Transport Agency)
A drunk driving PSA comes off as a fair -to-middling Flight of the Conchords skit. Maybe it's the kiwi accents.
"The Cat Haz Swagger" (Puss in Boots)
Old Spice gets its umpteenth parody from Antonio Banderas/Puss in Boots in this viral video promoting DreamWorks Animations's latest pic.
"Danny MacAskill - Way Back Home" (Red Bull)
Way Back Home is sort of the Dark Side of the Moon of viral ads, not for its content, but for its staying power. DSOTM was on the Billboard charts for 741 weeks, from 1973 to 1988. Way Back Home's only been around since last November, but it seems to enjoy the same kind of steady popularity.
"World Gone Sour (The Lost Kids)" (Cadbury Schweppes)
Method Man raps about and to some Sour Patch Kids. Next up: The Wu-Tang Clan's paean to Reese's Pieces.
"Angry Birds Seasons Ham'O'Ween" (Rovio)
There's a new Angry Bird in town. Nuff said.
"The HD HERO2: 2x as Powerful in Every Way" (GoPro)
More stylized photography and stunts from GoPro. Don't try this at home.
"Taylor Swift Wonderstruck" (Elizabeth Arden)
Elizabeth Arden hitches a ride with Taylor Swift's brand equity.
This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.
You’ve seen videos of people doing ridiculous things on the Internet. But you probably haven’t seen too many videos of small businesses sharing their good work. Web video is more or less the domain of the ridiculous — whether that means something cute or something painful. Even top ads and commercials have a touch of the absurd (Old Spice, Dos Equis, I’m looking at you).
So how does a small business compete with disturbingly low attention spans and a whole Internet of viral videos? Read on for five ways that small businesses can take advantage of web video without blowing their budgets and let us know your own success stories in the comments below.
1. Request User Submissions
“Going viral” is a frustrating term both for its elusiveness and effectiveness. Viral videos can quickly get your product and brand out to a wide audience, but there is also practically no guaranteed way to “make” a video viral. Save yourself the trouble and get your audience to do the work for you.
Ask your fans or customers to send in videos of themselves using your product. For some, this can be a guaranteed hit. Such is the case with Michael Di Pippo, inventor of Pen Fishing Rods, a telescoping fishing rod that collapses to the size of a large pen. If that didn’t spark your interest, check the above video of someone actually catching a fish with it. Di Pippo bet that the shock value of it actually working would inspire customers to take videos using his product. The result was a motivated user-base and free publicity.
You might not be selling something as unique, but you can still encourage your clients to send in videos of them using whatever you’re selling. It’s a good way of extending the relationship past the point of sale and building a community.
Alternatively you can try to create a viral sensation like Blendtec’s Will It Blend? series. Rather than testing their blenders on tomatoes and walnuts, they started blending strange products like glowsticks, an iPad, and a crowbar. As a result, the videos (and Blendtec’s product) received millions of views and all it took was a little creativity. And a crowbar.
2. Replace Content
Try making a video instead of writing out your business updates. It’s easier for people to click play on a ~5 minute video than read a 500-word news brief. It helps to have some experience with basic editing and a decent camera, but people will ultimately tune in because your content is interesting or useful. Try offering deals or discount codes through your videos, while also talking about your product or service.
Using video to share business news or deals will help your business feel more personable as customers get accustomed to seeing you speak. This choice isn’t for everyone and every business, but it can help make your updates easier to digest and give your homepage a boost of personality.
3. Teach Them and They Will Come
Product demos are fun, but may not work for every type of business. For example, it could be tough to do a “demo” if you sell quilts or home garden supplies. Instead think of ways to teach and give back to your customers while also using your product. Selling quilts? Try a “How To” video on how you sew your quilts. Garden supplies? Make a video on how to plant a variety of bulbs and seeds using the products you sell.
If you’re business isn’t based around a physical product, think about doing a webcast or video on how to use your advanced features or set up the service.
4. Make Some Face Time
If you’re a small business, you can make your size work for you with video services, like Skype or even video calling on Gmail. Huge corporations like PepsiCo and Virgin are constantly trying to make their outreach more personal by attaching real people and real names to their customer service and social sites.
To get even more personal, create a business Skype or Gmail address (or any other service that allows you to video chat). Let customers know they can call you for some digital face time if they have any questions about your product or need help troubleshooting it. Doing so will help you build a stronger relationship with your customers and make your business feel more approachable at the same time.
