Weblinks, April 8th

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The YouTube Star called Fred.

This guy is amazing. He is only 14 years old, yet he has more than 40m video views in total. His YouTube channel has been viewd almost 6m times and he has more than a quarter of a million subscribers. And all he does (from the little I could cope with watching), is talk incredibly fast in an artificially high pitched (pretending to be 6 years old) voice about stuff that matters to kids. It’s a show by kids for kids. Not suitable for anyone over 16. But the kids love him. They

„…just think he’s the funniest thing ever […] fall on the floor hysterically laughing. They’re just mesmerized“ (source)

This is what you get, when you let the crowd do their stuff. Would any CEO of a TV station or production company have signed this concept off or given any budget for it? And how much budget would a professional production company have spent to produce these?

It is surprising, to say the least, what gets popular these days and what doesn’t. Never underestimated user generated content!

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Building trust even when you don’t need it: Social Media Marketing

Seth Godin, godfather of good quotes, recently wrote this:

The best time to look for a job next year is right now. The best time to plan for a sale in three years is right now. The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.

Publishing your ideas… in books, or on a blog, or in little twits on Twitter… and doing it with patience, over time, is the best way I can think of to lay a foundation for whatever it is you hope to do next.

This is why, in my opinion, Social Media Marketing cannot simply be viewed as another tactical discipline within marketing – or even advertising, as many companies might currently think about it. You shouldn’t just do Social Media Marketing as a one-off, as part of a campaign („we’ll have som TV commercials, some online banners, and, let’s see, some social media activities“).

It needs to be a strategic, long term goal to engage in Social Media activities, to build relations with the target audience, and to build trust for those moments, when you (urgently) need to activate your greatest brand/product fans…

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Quantitative and qualitative influence in marketing

Over at the Online Spin blog, there is an interesting article about „peers vs influencers„. The question is, of course: who is your ideal target group. It’s the debate of Gladwells Tipping Point theory vs Duncan Watts argument, that there aren’t any network nodes more influential than others.

Joe Marchese says, there are indeed people who are more influential than others. But only in three dimensions – and they can vary according to topic, point in time and other variables for the same person:

–People have a quantity of influence: the maximum number of other people they can reach with a message.

–People have a quality of influence: the amount of influence they exert over those that they reach.

–People have types of influence: categories of “expertise” that other people assign to an individual.

If this is the case (if it is that easy), you can quickly deduct your target audience according to the marketing objective. Is it widespread awareness? Is it consideration? Is it increased sales?

Not sure if it is that easy. But it does sound nice to put these target groups against the typical marketing funnel. Only question remaining: can you always clearly distinguish one from the other these days? (I doubt that.)

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