The Internet adds a new level of publicity and scrutiny to races
by JULIE MaSON Copyright 2008 Houston Chronicle Washington bureau
WaSHINGTON — With the power of the Internet, Democrat barack Obama tapped more than 1 million campaign donors so far in a record-breaking fundraising blitz that helped him win front-runner status.
Proof of the Web's power? Not so fast.
Republican Ron Paul out-raised his primary opponents and ran a campaign that crackled with Internet buzz, but he's been effectively out of the race for months.
"Just because a campaign is Web-savvy, it isn't going to push them over the edge," said Giovanni Gallucci, a Dallas-based social media expert and new-media consultant. "You hear a lot of hoopla about fundraising doing so much on the Web, and yet look at Ron Paul."
The recent runaway success of video sharing sites like You Tube has made ordinary people famous overnight and given companies a great new way to advertise and gather publicity for their business. There is no other advertising media that is so inexpensive and has the potential to reach such a large audience. Even people who don’t have computers or frequent sites like You Tube have heard of the most popular viral videos which illustrates just how big of an impact a viral video can have on the world. Viral videos have even crossed over to main stream media and many TV shows from networks news to MTV showcase the most popular viral videos circulating the net. So learn how to use You Tube to market you company, and keep up withheld changing face of advertising.
Some of the most popular viral videos are candid or completely spontaneous (think Star Wars boy) and others were elaborately planned (think LonelyGirl15). If your life does not contain a plethora of funny moments caught on camera, your viral video will have to be planned. Don’t put together a huge budget as very few high dollar productions ever reach viral status. Grab a few friends, someone to film your video, and pick an idea that doesn’t need too many other special requirements. It is ok for your viral video to look professionally done but one of the big appeals on You Tube is the amateur nature of most of the submissions.
If your life isn’t full on unplanned funny moments waiting to be caught on camera, you will need to plan and possible write a script for your viral video. Remember you are not putting together a broadway production. a funny, offbeat, or surprising short video that features your product along with a great story concept will have a much better chance than an adapted TV commercial. as a matter of fact, those boring videos will never go viral.
Even though there are some successful advertising campaigns in the form of viral video that do look professional, it seems that videos somewhere in the middle have the best chances of becoming the next big viral video. Find a production style that is somewhere in between cell phone camera and big Hollywood movie. Make sure the sound and picture quality are good enough so that viewers can understand your movie but skip the professional lighting and boom operators.
Once you have your creative video, upload it on You Tube. The best viral videos don’t need any help getting passed around; they will find their way into millions of inboxes just because they are so dang funny, surprising, creative, etc. That doesn’t mean that a video that doesn’t go viral overnight has no chances of reaching a huge audience but they may need some help. You can market your video (that you are hoping will market your company) in your blog and on your website. Post them somewhere conspicuous and allow viewers the option of copying some code and embedding your video on their website, blog, or My Space. You can use You Tube to market your company, you just have to come up with the right video concept that people really love.
The recent runaway success of video sharing sites like You Tube has made ordinary people famous overnight and given companies a great new way to advertise and gather publicity for their business. There is no other advertising media that is so inexpensive and has the potential to reach such a large audience. Even people who don’t have computers or frequent sites like You Tube have heard of the most popular viral videos which illustrates just how big of an impact a viral video can have on the world. Viral videos have even crossed over to main stream media and many TV shows from networks news to MTV showcase the most popular viral videos circulating the net. So learn how to use You Tube to market you company, and keep up withheld changing face of advertising.
Some of the most popular viral videos are candid or completely spontaneous (think Star Wars boy) and others were elaborately planned (think LonelyGirl15). If your life does not contain a plethora of funny moments caught on camera, your viral video will have to be planned. Don’t put together a huge budget as very few high dollar productions ever reach viral status. Grab a few friends, someone to film your video, and pick an idea that doesn’t need too many other special requirements. It is ok for your viral video to look professionally done but one of the big appeals on You Tube is the amateur nature of most of the submissions.
If your life isn’t full on unplanned funny moments waiting to be caught on camera, you will need to plan and possible write a script for your viral video. Remember you are not putting together a broadway production. a funny, offbeat, or surprising short video that features your product along with a great story concept will have a much better chance than an adapted TV commercial. as a matter of fact, those boring videos will never go viral.
Even though there are some successful advertising campaigns in the form of viral video that do look professional, it seems that videos somewhere in the middle have the best chances of becoming the next big viral video. Find a production style that is somewhere in between cell phone camera and big Hollywood movie. Make sure the sound and picture quality are good enough so that viewers can understand your movie but skip the professional lighting and boom operators.
Once you have your creative video, upload it on You Tube. The best viral videos don’t need any help getting passed around; they will find their way into millions of inboxes just because they are so dang funny, surprising, creative, etc. That doesn’t mean that a video that doesn’t go viral overnight has no chances of reaching a huge audience but they may need some help. You can market your video (that you are hoping will market your company) in your blog and on your website. Post them somewhere conspicuous and allow viewers the option of copying some code and embedding your video on their website, blog, or My Space. You can use You Tube to market your company, you just have to come up with the right video concept that people really love.
Expand your reach and deepen your relationships with your web audience using brand promotion on YouTube. YouTube’s comment and rating function make it easy for your audience to interact with you and you will be able to provide a rich experience that promotes your brand.
brand promotion is not just a one time process. You’ll want to consider a series of video clips that use at least one or more of the following approaches or aspects to your video strategy. Each approach represents an integral aspect of the experience you will provide your audience with. Combine them to present an overall introductory experience to your company’s products or services.
Include an awareness approach in your marketing strategy. Let your audience begin to know who you are and what you’re about. Let them have a way to connect with you and participate with your company.
Include an emotional approach in your marketing strategy. Your audience has to make a connection with you. Typically with viral videos, this incorporates eliciting an emotional response – humor, compassion, anger, etc. You just want to find something that causes an emotional reaction to the message you have.
Include a functional approach in your marketing strategy. ask yourself this one question. Can your audience find a use for your product or service? Will your video somehow clarify or make clearly known the benefits you offer? People have to understand your message or you’ll be tossed to the wayside.
Include a “call to action” in your marketing strategy. Does your audience know what you want them to do when they see your video? Do they know you want them to buy something or call your company or visit your website? In order to incorporate this aspect into your video strategy, you will have to have a clear cut goal in your video strategy.
Include a confidence building aspect to your marketing strategy. Does your message promote confidence and trust in your brand? as you begin your “branding” strategy, this should be one of the primary goals in addition to name recognition.
What makes videos such a great medium for branding is that a visual experience is often easier to be “engaging” in rather than a written medium like a website or blog. This unique aspect of videos make them a great media form for branding your company. Using these tips you will develop your web presence and a brand reputation you desire.
Expand your reach and deepen your relationships with your web audience using brand promotion on YouTube. YouTube’s comment and rating function make it easy for your audience to interact with you and you will be able to provide a rich experience that promotes your brand.
brand promotion is not just a one time process. You’ll want to consider a series of video clips that use at least one or more of the following approaches or aspects to your video strategy. Each approach represents an integral aspect of the experience you will provide your audience with. Combine them to present an overall introductory experience to your company’s products or services.
Include an awareness approach in your marketing strategy. Let your audience begin to know who you are and what you’re about. Let them have a way to connect with you and participate with your company.
Include an emotional approach in your marketing strategy. Your audience has to make a connection with you. Typically with viral videos, this incorporates eliciting an emotional response – humor, compassion, anger, etc. You just want to find something that causes an emotional reaction to the message you have.
Include a functional approach in your marketing strategy. ask yourself this one question. Can your audience find a use for your product or service? Will your video somehow clarify or make clearly known the benefits you offer? People have to understand your message or you’ll be tossed to the wayside.
Include a “call to action” in your marketing strategy. Does your audience know what you want them to do when they see your video? Do they know you want them to buy something or call your company or visit your website? In order to incorporate this aspect into your video strategy, you will have to have a clear cut goal in your video strategy.
Include a confidence building aspect to your marketing strategy. Does your message promote confidence and trust in your brand? as you begin your “branding” strategy, this should be one of the primary goals in addition to name recognition.
What makes videos such a great medium for branding is that a visual experience is often easier to be “engaging” in rather than a written medium like a website or blog. This unique aspect of videos make them a great media form for branding your company. Using these tips you will develop your web presence and a brand reputation you desire.
brand promotion via video is a tricky task that can propel you quickly into popularity or set you back. This shouldn’t stop you from trying new promotion ideas but everything has rules to follow. Here are some things to avoid doing on YouTube.
blend in with everyone else. If I’m doing what everyone else is doing, I must be on the right track. That’s wrong thinking. The things that make a video viral don’t necessarily fit into a cookie-cutter promotion format. In fact, one of the best things you can do is present your idea (which doesn’t necessarily have to be new) in a uniquely engaging way (this does have to be new). Do you realize how many people are trying to do the same thing you’re trying to do? Set yourself above the rest. be “you-nique”.
Trick them into thinking that you’re not really advertising. The concept of promoting without really promoting is tough to accomplish. besides that, aren’t you trying to brand yourself? Get your name out there and don’t be shy. If you’ve got something great, people will be interested. They just have a nasty habit called “curiosity”.
Speak at your audience instead of interacting with them. This should take you back to your childhood memories of your parents correcting you. Remember how they were yelling at you but you mentally checked out? Not really engaged were you? Same thing here. Get them involved with what you’re saying. Get them interested enough to react to your message and them give them a way to respond to your video.
blow your budget. Some of the best viral videos were done with “home” equipment and that just goes to show that you don’t really need professional equipment to be viral. Viral videos expand your reach because they engage your audience; not because they look like they cost a quarter million dollars to produce.
Forget about measuring conversion rates. It’s too hard to accurately measure. Even though that may be true, you will still need to find a way to measure your conversion rates. Incorporate the unknown risk factor into your metrics and be real about the numbers!
Focus on awareness rather than engagement of your web audience. Forget about your audience, after all, you’ve got the money and you’ve got a message to preach. WRONG! Most people don’t care what you have to say. You have to appeal to their emotions and find a way to connect to get the best results from your video promotion.
YouTube is the most popular site to release your videos. amongst the online crowd, more users go to YouTube so get in the game and use these tips to avoid a meltdown on this site!
brand promotion via video is a tricky task that can propel you quickly into popularity or set you back. This shouldn’t stop you from trying new promotion ideas but everything has rules to follow. Here are some things to avoid doing on YouTube.
blend in with everyone else. If I’m doing what everyone else is doing, I must be on the right track. That’s wrong thinking. The things that make a video viral don’t necessarily fit into a cookie-cutter promotion format. In fact, one of the best things you can do is present your idea (which doesn’t necessarily have to be new) in a uniquely engaging way (this does have to be new). Do you realize how many people are trying to do the same thing you’re trying to do? Set yourself above the rest. be “you-nique”.
Trick them into thinking that you’re not really advertising. The concept of promoting without really promoting is tough to accomplish. besides that, aren’t you trying to brand yourself? Get your name out there and don’t be shy. If you’ve got something great, people will be interested. They just have a nasty habit called “curiosity”.
Speak at your audience instead of interacting with them. This should take you back to your childhood memories of your parents correcting you. Remember how they were yelling at you but you mentally checked out? Not really engaged were you? Same thing here. Get them involved with what you’re saying. Get them interested enough to react to your message and them give them a way to respond to your video.
blow your budget. Some of the best viral videos were done with “home” equipment and that just goes to show that you don’t really need professional equipment to be viral. Viral videos expand your reach because they engage your audience; not because they look like they cost a quarter million dollars to produce.
Forget about measuring conversion rates. It’s too hard to accurately measure. Even though that may be true, you will still need to find a way to measure your conversion rates. Incorporate the unknown risk factor into your metrics and be real about the numbers!
Focus on awareness rather than engagement of your web audience. Forget about your audience, after all, you’ve got the money and you’ve got a message to preach. WRONG! Most people don’t care what you have to say. You have to appeal to their emotions and find a way to connect to get the best results from your video promotion.
YouTube is the most popular site to release your videos. amongst the online crowd, more users go to YouTube so get in the game and use these tips to avoid a meltdown on this site!
Justing Ezarik, Or "The Internet" as she's known to friends has moved a mountain with a video she created in a noisy Pittsburgh coffee shop that lasts just over 1 minute. You see, Justine received her first phone bill from aT&T for her new iPhone in the amount of $237.00! The bill included some set up fees and toll charges, but nevertheless, SHE WaS OUTRaGED! In no way did she expect to have such a large bill from the telecom giant for new apple gadget.
No, that's not what happened… Here, this is what happened:
Now, Justine L-O-V-E-S apple. She dreams of Steve Jobs and writes things like "Justine Jobs" and "iJustine" in her diary. She is happy with her service from at&t. She just thought it was VERY funny that she got a 300 page phone bill. Frankly, who wouldn't?
Well, the dolts from aT&T media relations wouldn't. after Justine's video got airplay on no less than FoxNews, CNN, NPR and countless local television news and print outlets, I heard an interview with one communications rep from at&t being interviewed on NPR who was actually acting like everyone was making a big deal out of nothing. "We always have provided a very detailed billing for our customers. There's nothing new about this."
Smart. You "get it" don't you, at&t cog.
So on the way to the local coffee house today, about 1 week after Justine's video hit youtube, revver, viddler, et al, I get the following text message on my iPhone:
"aT&T free msg: We are simplifying your paper bill, removing the itemized detail. To view all detail, go to att.com/mywireless. Still need the full paper bill? Call 611."
Someone needs to buy Justine a coffee/beer the next time you see her. Well done, Internet.
as if we didn't expect this, video advertising is coming to YouTube. but it's not the typical pre-roll or post-roll we've come to expect.
beginning today, YouTube is featuring semitransparent "overlay" ads at the bottom of selected video clips. The ad will be displayed for about 10 seconds if the viewer does nothing. If the viewer clicks on the overlay, the video will be paused and the full ad wiill be launched.
YouTube s is trying to avoid pre-rolls like Revver, MSN, FoxNews, and The associated Press video news service uses. according to YouTube, internal tests show more than 70 percent of people give up when they see a pre-roll. by contrast, less than 10 percent decide to close an overlay, which they can exit by clicking on an "X" in a corner.
Justing Ezarik, Or “The Internet” as she’s known to friends has moved a mountain with a video she created in a noisy Pittsburgh coffee shop that lasts just over 1 minute. You see, Justine received her first phone bill from aT&T for her new iPhone in the amount of $237.00! The bill included some set up fees and toll charges, but nevertheless, SHE WaS OUTRaGED! In no way did she expect to have such a large bill from the telecom giant for new apple gadget.
No, that’s not what happened… Here, this is what happened:
Now, Justine L-O-V-E-S apple. She dreams of Steve Jobs and writes things like “Justine Jobs” and “iJustine” in her diary. She is happy with her service from at&t. She just thought it was VERY funny that she got a 300 page phone bill. Frankly, who wouldn’t?
Well, the dolts from aT&T media relations wouldn’t. after Justine’s video got airplay on no less than FoxNews, CNN, NPR and countless local television news and print outlets, I heard an interview with one communications rep from at&t being interviewed on NPR who was actually acting like everyone was making a big deal out of nothing. “We always have provided a very detailed billing for our customers. There’s nothing new about this.”
Smart. You “get it” don’t you, at&t cog.
So on the way to the local coffee house today, about 1 week after Justine’s video hit youtube, revver, viddler, et al, I get the following text message on my iPhone:
“aT&T free msg: We are simplifying your paper bill, removing the itemized detail. To view all detail, go to att.com/mywireless. Still need the full paper bill? Call 611.”
Someone needs to buy Justine a coffee/beer the next time you see her. Well done, Internet.
