David Murdico, executive creative director and managing partner of Supercool Creative, a Los Angeles-based viral marketing agency specializing in online video creative, production, viral and social media marketing for brands including T-Mobile, THQ, Atari and IBM, offers more information on viral video.
Often, brand managers, product managers, entrepreneurs and marketing executives have already made up their minds about what they do and don’t need — without always factoring in the bigger picture of how video, social network interaction, blog and publication outreach, TV, PR, radio, outdoor and mobile can all work together to help them achieve their sales goals. They just want, for example, a funny video that can “go” viral. When they call Supercool Creative (SC) to talk about the video, here is a sample of a typical conversation:
SC: Why do you want a funny video?
CALLER: To get lots of views on it and make it go viral.
SC: Do you have a plan for getting lots of views on it and making it go viral?
CALLER: Yes, we’re going to put it on YouTube and Facebook, and we’re going to tweet about it.
SC: Do you have a viral marketing strategy and a call to action?
CALLER: Not yet. We want to get the video out there first and create a buzz.
SC: Why do you want to create a buzz?
CALLER: To let people know about us!
SC: Why do you want to… OK, look… what’s your end game… the bottom line, the final stage. After all is said and done and the campaign is over and everyone has gone home, what are you trying to do?
CALLER: Oh, we want to sell more stuff.
SC: Step into my office.
Don’t get distracted by the Bling Bling
Getting distracted by blingy, shiny objects happens often in life. It is rampant with social marketing. Often people in charge of marketing campaigns learn about a successful viral video or social media campaign, or diligently follow trends in online marketing, but pick out only one aspect of a campaign on which to focus… like a video. Then they hang all of their hopes and expectations on that video and convince themselves that getting 1 million views is the goal. It isn’t. Selling more stuff is the goal, and that takes an integrated social media marketing approach.
Shiny Things Are Cool
Getting lost in all of the options available, and picking this new thing or that new thing to invest all of our efforts in, we tend to forget that above and beyond everything, video and social media are tools in a marketer’s toolbox, and like any good craftsman, success depends on how we use the tools and marketing know-how we have… to sell more stuff.