My weekly update of what's going on in new media marketing, pulled from social bookmarking site Creativing.com:
You've seen the JK Wedding Entrance Dance video, now read the case study. This is what YouTube and everyone else who isn't a record label has been saying for years. That associating your music with emotionally-powerful user-generated content is good for sales, not fleecing the artists. Labels should be thankful they don't have to a) pay people for developing this content, b) spend the money to drive the traffic to support 10 million views, and c) pay the video streaming bandwidth fees.
I've previously reported on how Facebook is driving sharing and traffic, but here's additional proof. What's particularly reinforcing is that the two sharing apps have such similar data. Perhaps most telling about the power of Facebook and community in general is that they're driving all this sharing, and their email app pretty much sucks.
Yep, the whole enchilada. I can't recall a major brand that's made that leap yet. And this from a distiller in Kentucky, no less. Their logic is right on. If you want to sell to the people going out to clubs and purchasing spirit-based drinks, the Web is a great place to be.
Probably more fun than functional at the moment, but pulling sentiment data out of massive text chunks is going to be huge for both target marketing and market research. So not a bad thing to stay on top of.
Perhaps inevitable. Chicago apartment management group Horizon is suing a Twitter user for stating their apartment was moldy, on Twitter. Now, they may have a point, but if they settle this at all in their favor, it's sure to be a Pyrrhic Victory. The woman Twitterer had 20 followers. Just 20. And Horizon went and turned this into a national spectacle. D-U-M-B. Not to mention there must be a zillion companies in the US named Horizon, so even for those searching for Horizon for whatever reason, this Tweet probably would have been buried. Then, in the middle of the media storm, one of Horizon's owners explains their lawsuit to the Chicago Sun-Times: "We're a sue-first, ask-questions-later kind of an organization." D-U-M-B-E-R.
A winery in NoCal posted a job opening for a "lifestyle correspondent" to spend their days blogging, tweeting, and singing the praises of their winery from beautiful Healdsburg. $60k for 6 months work. Not bad in a bleak economy. And like a good social marketer, they encouraged participants to promote themselves and the brand by soliciting votes. Several social media experts jumped on board, with one amassing far and away the most votes. But the winery didn't even include him in their top 50 finalists. A social media community backlash ensued. As Digg founder Kevin Rose said: "You can't ask the community to help you vet candidates and then just disregard what they said". This campaign was essentially a knock-off, me-too version of the Australian "Best job in the world" campaign from earlier this year. And I think this demonstrates that you can knock off someone elses idea, but that doesn't mean that you get the idea. And I think it's especially true in social media that it really helps to understand the emotional dynamic of the campaign you're running.
A studio pays a high school valedictorian $1800 to mention one of the catch phrases from the movie in her valedictorian graduation address. They video taped it, and then pushed it for viral success. The results? Not much viral activity, and a pissed off school district and high school administration. Personally, I understand the annoyance, in particular bringing commerce into a graduation ceremony like that. But at the end of the day, it's seems pretty harmless, and a bright student has some additional money, which she'll certainly need attending MIT.
There have been some similar examples of compass and location-based services popping up, and keep in mind this requires the iPhone to be jailbroken. But a great example of where things are headed.
Great story. A 15 yr old and his dad are on a river trip and get back to find their car broken into, and the kid's iPhone among the stolen items. He had the MobileMe Find My Phone feature, so he got the location and called the cops. Turns out it was a family they'd been trying to nail for a while. Cops arrived and reclaimed the stolen goods and arrested the culprits. Case closed.