Posts Tagged: Marketing

Old Spice: Don’t forget the bookmarks!

The marketing world is all a-Twitter about the latest social media extension of the now very famous Old Spice ads (original one here, newest one here). These two ads have received more than 20 million views combined on YouTube, and the ad agency’s team extended it beyond a commercial is as masterful as the original commercials’ production.

In case you haven’t heard, the creative team created a series of short videos where the star of the commercial responded directly to comments on YouTube, Twitter, Facebook and other social media outlets.

I won’t go into the details of the campaign here, for there are plenty of analyses elsewhere. But one key detail that is not getting enough attention is how the group seeded it, as revealed in this great interview with the creative team. They didn’t start on Facebook or Twitter. They started on Digg and Reddit, two of the most popular social bookmarking sites. Many people forget (or weren’t even thinking about social media), but before Twitter and Facebook, there was Digg and Reddit, and they were both highly influential communities. It might seem easy to forget about them, with the mainstream media attention being lavished on larger sites, but the Old Spice campaign shows that they can still be an amazing source of traffic.

That said, the Old Spice people knew their audience. They knew that Digg users are fanatical, and would be thrilled to see the pop culture icon wishing Digg founder Kevin Rose get better (he’s been sick).

I get asked a lot what is the value of using social bookmarking sites. Like any other social network, you have to invest time and energy to realize any benefit. That means engaging with people in the network, and in the case of social bookmarking sites, that means not just bookmarking your own content, but sharing content that is interesting and contributes to the community. It also means commenting on other content posted on the site and interacting with people. And unless you’re offering up some pop culture gems, don’t expect your blog post on the theory of fundraising for non-profits in rural Canada to make it to the front page.

Old Marketing Budgets vs. New Marketing Budgets

First let’s get one thing straight: I strongly dislike the terms “old marketing” and “new marketing.” While I agree with most analyses of the massive shifts in consumer behavior that we’re experiencing, there are many characteristics of marketing that has stayed somewhat the same.

True, we have many more tools at our disposal. And true, audiences are so fragmented today (more on that later). But many of the underlying theories of branding, marketing and PR still hold their weight today (in fact, I’ll argue in a later post that social media best practices is rooted in some theories that were explained by Dr. James Grunig, noted public relations theorist and my former professor).

Today, though, I want to focus on budgets, especially in comparison to how budgets were treated in the “golden age of advertising.”

You’ve heard it a million times, I’m sure: clients want you to prove ROI. On everything. As a result, budget is what drives today’s marketing campaigns.

You can’t help but watch a show like Mad Men and not get the impression that huge companies liked to toss around money like candy. There were such a limited number of channels, highly captive audiences, that it was probably a bit like throwing darts blindfolded–at the broad side of a barn. What it came down to was positioning. Get the positioning wrong, and you’ve sunk your client’s product.

Today, there are an infinite number of channels, and an audience (which itself is becoming an outmoded word) that’s as both fragmented and fickle. It’s still all about positioning. But it’s also about finding the right channels and maximizing those channels. And making sure the channels talk to each other. And making sure those channels are two-way conversations. Indeed, it’s not the size of the budget anymore. It’s the effective use of it.

TEDx MidAtlantic

TEDx MidAtlanticDaniel Waldman, president of Evolve Communications, served as the “informal” Marketing Committee Chair for the 2009 TEDxMidAtlantic conference. In addition to coordinating all marketing committee activities, he also was responsible for a good portion of media outreach efforts. Here are a few examples of media placements secured:

Baltimore Sun: One of largest free tech conferences of year to open at MICA

Baltimore Business Journal: Artists, scientists and entrepreneurs share ideas for innovation at TEDx conference

Bmore Media: TEDx Mid-Atlantic — Tells Stories to Inspire

Baltimore Brew: TEDxMidAtlantic Review