Archives For social media

In India, we have had our green and white revolutions. We are having our high-tech revolution. They are also trying for a tiger-striped revolution.

I think it is time for India to have a marketing revolution. As I make this statement, I acknowledge that, as a country, we have some great companies, products and services. We are also known for great  creatives and campaigns. But I am not referring to the few who are successful or to a particular function within marketing but to the general attitude towards marketing (and how that can apply to our everyday, sometimes personal, life).

The reasons why I think we need a marketing revolution are plenty and just to list a few:

  • Everybody seems to be doing the tried and tested. Nothing new!
  • Involvement (at different levels) seems to be at an all-time low.
  • Poorly executed marketing strategies (not just flyers, but the whole works sometimes)

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Rethinking Repetition

December 19, 2010 — Leave a comment

One man’s audience may not be every man’s audience.

Just because something has been said before does not mean it cannot be said again. That is another reason why some ideas are worth sharing again. In fact, the whole concept of social media is based on repetition. Content creators create or mash content. Content share-rs. echo that content. Everybody, at different points, are either one.

Success, sometimes is defined by how many times your story was repeated – how many people liked your video or how many retweets you got on that post. Ideas go viral because of this repetition.

Repetition + your opinion = more valuable comment.
More valuable comment * other more valuable comments = conversation.

That is why it is recommended to add your opinion to a retweet than a simple RT (which is why I find it strange why Twitter promotes retweeting without any edits). Facebook allows conversations around certain events – a statement, link, picture or a video. It is easier to track the (larger) conversation on Twitter (it’s reminds me of IRC).

As people, our opinions vary. Differences abound. But that is exactly what makes conversations interesting. If we were surrounded by yes men (or women), then life would get boring.

But we often hesitate to say something for fear of criticism. The fear exists because we worry we will have to change our opinions. But what if that criticism helps hone our ideas and opinions. I can proudly say that some of the greatest influences in my life were my critics. (That is another topic!)

When in conversation, always keep in mind that – what appeals to one set of people may not appeal to another. It is important to understand that difference and move forward.

Don’t be scared to say something because you think (or know) someone else has said it already. Your audience may not have heard it. And even if they have, some of them may appreciate hearing it again.

Much has been said about the new Old Spice “the man your man should smell like” commercials and Isaiah Mustafa, the ridiculously handsome guy whose random rambles got viral on the Internet. The result: you see an old brand reinvent itself and put themselves in people’s thoughts.

The commercials were originally launched in the US around the Super Bowl last February. But the best part of this campaign is that they did not stop with the commercials. Some weeks ago, Old Spice responded to “the Internet” – questions or comments people left on any social media – YouTube, Twitter, blogs. They were the common everyday people and the commercially successful or maybe we should call them “socially popular” people/brands like Starbucks, Kevin Rose, Alyssa Milano. He even responded to his own daughter on one of his videos.

I didn’t hear anybody in India refer to the commercial much. In fact, most of time I mentioned the commercials to my friends and family, they were like “really?, what’s that all about? Old Spice?!” But since this was done on the Internet, it became close to a worldwide phenomenon. It generated a lot of activity online with networks and blogs covering them. Bloggers and marketers were all ga-ga about how Old Spice reinvented themselves.

The first question I had in my mind was, “What are these guys up to?” I mean, this is Old Spice we are talking about. The last time I used an Old Spice product was over 15 years. But here they are – new, refreshing and funny too.

Mashable brought out some stats:

  • Number of videos made: 180+
  • Number of video views: 5.9 million
  • Number of comments: 22,500

(Mashable.com, July 15, 2010)

If you think about it, Old Spice just made some advertisements. But the real difference they made were the personal video responses. Social media is all about making conversation and they did exactly that.

Here are some good reads on the topic:
How the Old Spice videos were made
Lessons for small businesses from Old Spice

I am not going to talk about what marketing lessons we can learn from this campaign or how the right mix of creativity, humor and timing can help in your social media strategy. I just wanted to share this with you, in case you are one of the remaining 6+ billion people in this world who haven’t seen this yet.

Did this interest you? What did you think of the campaign?