Viral Insights At Evian Roller Babies? Male, Scale & Long Tail

Viral Insights At Evian Roller Babies? Male, Scale & Long Tail:
The viral insights from Evian Roller Babies might be interesting to marketers? Learn about male, scale and long tail.


To make it easier to understand, I blocked some data.
I only took the International version of the Evian Roller Babies viral video on YouTube, and neglected all clones and all other video portals.
But first, watch the Evian babies one more time:
Click here to view the embedded video.
From Mad Men to Math Men?
If you are connecting the dots, and value the power of big-data, you might reckon a shift in the advertising industry. We are turning mad men into math men.
Marketing used to be an art, now it is a science as well. Great content is king, distribution is queen but metrics is the emperor. Especially on the social web.
The video’s initial seed happened on 1 July 2009. On YouTube and Facebook. The day I created this story, the stats of this specific viral video on YouTube show us:
- 61,308,212 views
- 153,369 favorites
- 65,080 likes
- 5,555 dislikes
- 12,533 comments
Next to the reach, buzz and engagement of this viral video, how about all earned media attention? The massive online and offline buzz around this video? It’s ranking in several viral video charts and Viral Friday?
Viral Insights
But to go beyond the ROI on Evian’s media investment by using a smart mix of POE, how about the actionable insights the social web are offering you?
Probably only a few strategists in the world, could have found these insights in their creative brief: Male, Scale and Long Tail.
If you take a short look at below insights from YouTube, I will next summarize them for you and blend-in my opinion.

Male?
The product that is promoted in the video? The in-video message is clear:

The product and messaging are clearly targeted at the most powerful buyers in our households: Women. To be more specific; Moms.
Not only moms, but fresh moms who are striving to get their bodies back in shape after their 9 months pregnancy and tough delivery. A process that men would probably only survive for a period of 2-3 months?
So can you imagine the insights and creative brief from the agencies’ strategist? To target and to connect to fresh moms, we need babies in the video. Women will find that cute and appealing.
Next to the babies our messaging will connect to these moms: water that supports your body’s youth. Hit bingo!
But looking at the data and insights, reality tells us a different reality:
The audience demographics tell us that it was not the target group moms that was reached and engaged most by the Evian video message.
The main group that watched the video was: #1 a Male audience 35-44 and #2 a Male audience 45-54. The #3 most watching audience was Female 13-17. The group that hopefully does not have a baby yet?!
So great viral effect. Did it reach and engage the right target audience? Nope, it did not.
Learnings? Viral videos can be powerful weapons of mass affection.
But when the initial seeding is launched in the wrong target audience or when the distribution is going out of bounce, what’s next?
The strategist with his creative team, the media strategist or the social – viral seeding specialist should have told the Evian CMO this: Based on the current videolytics, we should use paid media the get back on our planned track.
Upfront planning and insights are cool.
But big-data and a great videolytics tool should have activated adaptive planning during the campaign.
Scale
Scaling the video worked pretty well looking at the numbers, reach, costs per contact and engagement.
I believe that #1 target market was the US, so that worked well. But were the Philippines and France really the #2 and #3 core target markets for Evian?
Again, big-data and videolytics can help you with valuable and actionable insights, during the campaign.
If your viral video travels into the wrong markets, anticipate with adaptive planning.
If the insights tell you that the Evian video is extremely popular in a market in which is not being sold yet, or sales numbers are below target in that market?
Follow the insights.
Start sampling and selling in that market or extend the viral by a guerrilla, OOH or offline campaign in that market, area or city.
Long Tail
Going back to the videolytics and insights, we see that a viral is not about 6-8 weeks campaigning, like we tend to do with our TVC’s.

Viral video is long term brand programming, with a subscription to a videolytics tool for 3 years, not 8 weeks.
The big-data dashboard will help, if you are with your hands on the buttons to adapt the planning when needed.
My Opinion?
It might take mad men to create stunning viral videos or great content marketing.
But what if the rest of your value chain fails?
You will by now have connected the dots yourself: Mad Men need Math Men.
Certainly in an era where marketing is not only an art, but also a science.
How About You?
What big-data steps are you taking in 2013? What viral learnings can your share with the global marketing community? I would love to read your feedback in the comments below.
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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (both sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.
The post Viral Insights At Evian Roller Babies? Male, Scale & Long Tail appeared first on VIRALBLOG.COM.

How The Marketing Community Lost Last Night #OscarsRTM

How The Marketing Community Lost Last Night #OscarsRTM:

I'm not surprised, but that doesn't mean I'm not concerned. I witnessed something sad last night, while the Oscars were going down. As I anticipated, there was a great deal of activity by brands and their partners who took a shot at producing content connected to the Academy Awards. Some of the content was just OK. Some wasn't. And to be honest, some of it was pretty good even if not earth shattering.

Because I had a feeling there would be a great deal of activity going on—I set up a simple hash tag, because I wanted a way to organize what brands would be doing. So, I set up #OscarsRTM (Real Time Marketing) on my own as a way to keep track. And I invited others to help. And perhaps discuss.

What happened next astounded me. First—the "marketing community" debated the term real-time marketing back and forth. At least this was somewhat intellectually stimulating. Then what came next was something not unexpected but still astounding in it's intensity. A constant stream of snark, dismissal, critique and a never ending barrage of "not impressed."
Really? When did it come to this? Take the below image posted on a Tumblr created for the sole purpose of trashing the efforts from brands last night.



It's the "newsroom" US Cellular set up and was using as their mission control for branded content which they published throughout the evening. I watched most of their content and I enjoyed a few of the posts. And frankly, my first thought was that this particular organization is ahead of many because they are TRYING to provide relevant content vs. just doing straightforward advertising. Does your company have a newsroom ready to go? Do you have staff and partners coordinating and working together to produce content? Are you experimenting AT ALL?
According to the genius who took liberties with the above picture, the team at US Cellular should be fearing for their jobs. And this—this is why I am so concerned. If the marketing "community" is successful at tearing itself down in the pursuit of building up the profiles of individuals too fickle to be bothered, then we all lose.
Nobody tries. Nobody fails. Nobody wins.
Yes, my team was working with a brand last night as well (Kellogg's), but even if we weren't and if I had created the hash tag just to perform objective research, I would still be concerned. And despite that, I have a prediction for you. Brands will eventually figure this stuff out. They will get better and it will become integrated (JC Penney did a nice job of that). It will just become part of how brands build equity (through content). And no level of sarcasm will be able to stop it.
This train has already left the station—so we now choose to get on and guide it to the right destination, or we can sit on the sidelines and wait for the next one, hoping it comes soon. I'll choose the former while others debate the latter. And trying will only make it better.  
Related articles

Should Brands Have Newsrooms?

Logic+Emotion: Real-Time Content Marketing: Fact or Fad?

Oscars Real-Time Marketing: Which Brands Got It Right & Which Did Not

Real Time Marketing in India

Did Real Time Marketing Win The Superbowl?

5 Content Sourcing Ideas Through Word Visualization

5 Content Sourcing Ideas Through Word Visualization:

One of the most common problems marketers have with content is ideation. This is especially true with companies that have relied on just a few individuals for things like blogging and social promotions. Eventually, people will run out of their own ideas. It is inevitable and a certainty in most cases.
The solution for business content ideation is to be connected to the interests, goals and purchasing journey of the consumer. By knowing the customer lifecycle, content can be planned for each customer segment according the information needs of buyers as they discover, consume and act on content.
Besides that customer centric approach to content planning, there are a variety of opportunities to get ideas in order to be more creative or to surface concepts and stories that are unique. Here are 5 sources that can give marketers useful and practical ideas for serving their customer content marketing needs:

1. Visualize

Using a tool like Wordle, content marketers can tap into different data sources that reflect frequency of interest related to customer interest. Some of those data sources include:

• SEMRush - Look at the organic keywords for your own site, competitors and industry leading publications. Export those phrases as a CSV file and import to Wordle for a visualization of organic search phrases most associated with those sites’ visibility on Google. 
• Google Keyword Tool - Take a keyword research list and all the variations, permutations discovered and import to Wordle for a visualization. 
• Majestic SEO Anchor Text – Run an inbound link report and filter by anchor text from the most authoritative links. Scrape that text into a text file and import into Wordle to visualize the most often used anchor text that’s boosting competitor search visibility. 
• socialmention – Search for concepts or competitor names and download the social keywords displayed in the search results (as a CSV file). Import those words into Wordle for a visualization of the most popular phrases in a social context. 
• Ubersuggest – Google auto suggest provides search phrases that are arguably most popular. This tool helps with such research for Google.com, Google News, Image and Video search. Import to Wordle for a visualization. 
• Tweet-Cloud – Take any Twitter handle and run it through Tweet Cloud to automatically create a word cloud based on the past X number of tweets. It enables visualization of what you, your competitors or industry influentials are posting most often on Twitter. 

2. Your Website

Looking at internal data is not only convenient but can also be quite insightful.

• Onsite search (logged queries) – If your site has an internal search engine, those queries should be logged. Review the search phrases visitors use most often on your site to inspire future content creation. 
• Form text area analysis – When users fill out content forms on your website, analyze the text area forms for word frequency to get an idea of topics that most often get mentioned when prospects make inquiries with your website. 
• ? Queries in analytics - Even though not provided is dominating keyword referrers for many websites, there’s still some keyword insight to be gained, especially when it comes to queries that come in the form of a question. Filter referring organic keywords according to words like “how” or “what”. You can also just look for queries that have a “?” in them to reveal the kinds of things customers want answers for.

3. Frontline Staff

Gaining insights from team members directly connected to your buyers and customers can reveal priceless ideas for effective content marketing. Tapping into frontline employees is particularly useful. A few ideas on that:

• Sales – What are the most common objections and counters that work?
• Customer Service – Common product or service issues, product feature ideas and both complaints and kudos can provide really useful ideas. 
• BCC – To make the process efficient for everyone, ask frontline staff to BCC FAQs to the content team as they answer them. 

4. Become a Publisher

Publications have been tackling the “topic ideation” problem for over 100 years. Tap into what successful publications in and out of your industry are doing to approach topics and content, then leverage those models for your own content marketing. Some publications to consider include:

• Magazines: Recurring features, themes, short form, long form
• Newspapers: Timely, objective, sensational
• Television: Storytelling, recaps, previews

5. Map the Customer Journey

Understanding the customer journey from awareness to interest to consideration to purchase, marketers can analyze data to surface insights on social topics, search keywords and media types that can guide content planning.
There are many ways to come up with new ideas for more effective content marketing. Hopefully you’ve found these to be useful.
What are some of your best ideas to energize your content marketing?

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Tumblr Becomes the 4th Place for Brands

Tumblr Becomes the 4th Place for Brands:

I just spent the last hour browsing my dashboard in Tumblr,
“hearting” many posts and reblogging a couple that live up to what I am trying
to publish in my Tumblr. I follow artists, designers, comic book artists, architects,
map enthusiasts, photographers of empty spaces and much more.  For me, it’s about inspiration. And pausing
from the frenetic pace and tension of my life to remember what I care about
deeply.

"EVENT: Don't miss my interview this week with Tumblr founder, David Karp.
A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions -- Ogilvy & Mather Theater NYC February 20 -Time: 10:30am – 11:30am
Join us as for a candid conversation with David Karp who has created one of the fastest growing communities of people sharing what they care about most. How can brands participate in Tumblr with meaningful brand or business impact and how do we do it without spoiling the beauty of Tumblr? Join Social@Ogilvy’s John Bell as he asks David Karp about his vision for brands and Tumblr."

Tumblr is a place of passions, things we care about. Sure,
it’s about “creators” but a broad, generous definition of creativity. As such
it’s a network of people who care about the affinity that draws them there.
Many brands are more than experimenting with the site. You
can browse some of the brand pages via the Brands on Tumblr page. The
advantages are clear:

• Tumblr hosts interest and passion-driven content through the
  personalized dashboard
• Connecting with relevant microcommunities will become
  essential for brands in the next phase of data-driven social media marketing
• Tumblr pages are indexed by Google and enhance a brand’s
  discoverability
• They can be masked within a brand domain and therefore be
  part of the corporate domain
• The network of 150 million, highly engaged users has
  appreciable reach and a built-in social behavior - reblogging
• The simplicity of the platform supports brand ambitions to
  embrace content marketing
• They visual design of the service lends itself to visual
  expression and emotion
• There are some simple advertising solutions – two – that
  help brands be discovered

The 4^th Place
If Facebook is the key social network that brands want to
master due to its broad global reach, Twitter is likely number two due to broad
global relevance, it’s influencer status and suitability for service brand
care. YouTube comes in next as the defacto platform for serving up video inside
the world’s #2 search engine.
Pinterest? Instagram? Tumblr stands a better chance at
earning the 4^th place position in social brand architecture for
companies who know they need a searchable content place and who want to be
inside a network of passions.
There are over 93 million Tumblrs (Tumblr blogs), users
average 23 minutes on the platform per session and they clock 18 billion page
views a month. It’s got reach and engagement. (Get some strong stats here)
Many arts-related brands have made a home here. Fashion
brands are a strong niche.

Burberry: they established the Art of the Trench, the
emotional “home” of the brand and are asking people to submit their photos of
their ‘trench.’

Chanel: they keep it simple and post images that people can
lust after and reblog

Dolce & Gabbana: An endless flow of fashion covers and
spreads ready for reblogging and ‘hearting.’

Tory Burch: Torypedia is personal and luscious. Big, rebloggable
pictures which si just what we want from fashion

Urban Outfitters: their pages start with the UP Community
which aggregates a growing collection of pages that tie seamlessly into the
ecommerce site. Check out the Swim Look Book in their site. Now check out the
Tumblr.

Not just Fashion
Now is the time to explore in Tumblr. Brands like Ford, IBM, Amex and others are exploring how to use great content within this interest community.

The Lincoln Motor Company: our team did this work and
created a poetic and beautiful site for Lincoln that taps the heritage of the
brand.

Beautiful Creatures, the Movie: Hollywood embraces Tumblr as
the platform of choice for new releases. Think about all those wasted dollars
creating the Flash sites of yesteryear.

Coca Cola: the brand that embraced content marketing (see
Content 2020) brings you a tumblr full of shareable images and gifs

Whole Foods: the Dark Rye Tumblr aggregates "pioneers of unconventional ideas..."  thus building on the brand story of Whole Foods as a disrupter. 

I know the guys/gals at Tumblr and have a lot of faith in
their plans. They are embracing brands while staying committed to their
original vision of a platform for creative-types. They have created an index of
passions in my own words. That means emotion is part of what you will find
there and as brands re-embrace the power of emotion and, perhaps, how to create
great brand experience in a social world, Tumblr is the place to do that. They are innovating and working with brands now. That's why our team participates on their A-List and produces Tumblr-based ideas for Ford, IBM and other brands.
Facebook and Twitter serve to point to other content. Tumblr
is content.
Related articles

Tumblr: David Karp's $800 Million Art Project

Tumblr's new notification feed: Is Tumblr trying to one-up Facebook?

Oh, The Places Tumblr Can Go

Una irresistible mujer metralleta llega al Festival de Cine Internacional de Iquique

Una irresistible mujer metralleta llega al Festival de Cine Internacional de Iquique: La película inaugural para abrir el Festival de Cine Internacional de Iquique es el film chileno “Tráiganme la cabeza de la mujer metralleta” dirigida por Ernesto Díaz Espinoza (Kiltro, Mirageman, Mandrill) y protagonizada por Fernanda Urrejola, Jorge Alis y Matías …

Six examples of mobile marketing excellence

Six examples of mobile marketing excellence:
Award categories cover both industry and platform specific areas. There are special categories for best new technology, rising star (free to enter) and the overall Grand Prix winner. Further information on categories and entry requirements is available at thedigitalsawards.com
So without further ado, here are the six innovative mobile campaigns...

Debenhams

In 2011, Debenhams launched the UK’s first virtual pop-up stores at different locations around the UK using a dedicated app.
People were encouraged to visit famous landmarks, including London’s Trafalgar Square and Glasgow’s George Square, and look at the location using their iPad or iPhone.
If the user is not in the right location, a counter tells them how far away the zone is and the view button on the app will display a map.
Shoppers could then view ten party dresses that were only available at that specific location, try them on using augmented reality technology, purchase the item and get it delivered to a location of their choice.
Shoppers at each location also received an exclusive 20% discount. An additional feature of the virtual pop-up store was that shoppers could upload pictures of the virtual outfits that they tried on, and share this with friends on Facebook or Twitter.

Nike

This campaign may have lost some of its sheen following recent events, but it’s still a good example of how brands can use mobile to involve consumers in marketing campaigns.
Nike’s campaign revolved around printing messages on roads around the Tour de France route.
The 'Chalkbot' was automatically programmed to paint personalised text and online messages in yellow chalk along the route as part of the Lance Armstrong Livestrong campaign.

The aim was to provide messages of hope, support, and perseverance to the cyclists who took part in the race, and inspire them to push themselves that little bit further.
After the Chalkbot printed the message, it took a picture of the road, logged the time and GPS location then sent it back to the user.
The campaign also aimed to generate money for a charitable cause, as 100% of the profits from Nike’s Livestrong collection go to the Lance Armstrong Foundation.
The campaign was not only innovative, but also effective in terms of increasing the bottom line. The campaign coincided with a 46% jump in sales, generating $4m for Lance Armstrong's fight against cancer.

Nokia

Nokia’s smartphone vending machine was launched during Glasgow’s Social Media Week. The technology allowed users with Foursquare-enabled devices to check-in with a #NokiaConnects hashtag.
Users that checked in received a free gift from the vending machine. Participants were allowed to check-in once a day and received prizes ranging from sweets to free smartphones and other Nokia accessories.

The campaign was part of Nokia and 1000heads’ on-going ‘random acts of kindness’ campaign.

IBM

IBM was the first organisation to develop an augmented reality mobile application with live data streaming that can be used by the public.
IBM created an app called “Seer” for its VIP business leads to use at Wimbledon that combined AR with real data, allowing people at events to use their mobile to see more, and obtain useful data and stats about the game.
Seer works by simply pointing the phone at a court, and then tells you players, scores, seat availability and live updates about what is happening.

It can also help VIPs to avoid the crowds by providing real-time information such as where the nearest toilets are, how long the queue is, and if there are any strawberries and cream left.
IBM said that Seer was a great success at Wimbledon, as it added to IBM’s business guests’ enjoyment of the tournament and proved an impressive demonstration of cutting edge technology and data management.

BMW

An oldie but a goodie, way back in 2008 BMW ran an MMS campaign to sell snow tyres to its German customers.
BMW had data on its recent customers, including their mobile phone number, car model and wheel types. From this, BMW could work out which winter tyre model would need to be fitted onto each car.
Using data about recent sales, BMW segmented its customer base, focusing only on those BMW customers who had owned their car for less than a year and purchased their car in the summer or autumn.
Customers with cars older than a year old would already have purchased winter tyres during the previous year.
BMW’s MMS campaign customised the image of the car that the customer had bought with the colour of the car and the rims purchased.
They then virtually placed the tyres that the customer would require onto the image and waited until the first day that it started to snow in Germany, before sending out the MMS.
The MMS also included a link to a separate mobile site with other tyres and rims, enabling the customer to experiment with the tyre simulator before making a purchase.
The campaign was successful due to BMW’s ability to recognise the key opportunities from the mobile channel. The results speak for themselves: the conversion rate from messages sent to actual tyres purchased was 30%, and the campaign earned a staggering $45m in new business.

Quidco

In May 2011, Quidco released its first mobile application, the first in the UK to reward users with cash for checking into a location.
As well offering cash, the application offers real-time location-specific targeted offers to the user, including vouchers, bar code vouchers, and in-store cashback deals.
Instant discounts are available to users of the app by displaying the voucher or bar code on their website. The check-in function rewards the user with cash and bigger discounts than previously shown.
The cash is paid into the user’s Quidco account and can be withdrawn twice monthly.

The in-store cashback is awarded to customers using their registered credit or debit card, which allows retailers to have a definitive understanding of return on investment on ad spend.
Retailers can also target consumers based on demographic, location and previous spend behaviour.
Using check-in helps to drive footfall in-store. Targeted deals and in-store redemption help to drive conversion of sales. By October 2011, Quidco found that app users had used the check-in function 65,000 times, and for in-store alone, spend increased by 200%.

This week's top six infographics

This week's top six infographics:

Is Google+ a ghost town? (Umpf)

Women are looking for brand love (SAP)

Video statistics: the marketer's summary (Invodo)

Triple screening: tracing the path to purchase (O3 World)

Mobile search across the UK and Eurozone (Marin Software)

Britain's best loved digital brands (Tamar)