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What makes a great viral video? This is a problem I’ve been coming up against recently, especially as there’s always the simple risk that when trying to do anything viral: it will either work or it won’t.
This is something I’m going to try and explore across a couple of blog posts in the next month or so, as the subject is so huge and complex, but a good starting point seems to be to showcase some of the best examples of viral advertising that currently exist.
Gary Vaynerchuk transformed online wine sales at his parents business through his passionate and entertaining wine videos online. The New Jersey based wine retailer took to the web in 2006, and since then his popular Web video series “Wine Library TV” has boosted both Gary's public profile and his parents' liquor store — from a $4 million annual business into a $45 million one.
His video blog attracts an average 80,000 viewers for daily tastings and commentary, and Gary has appeared on mainstream media outlets from Conan O'Brien to The Today Show. His unconventional approach to wine (he convinced O'Brien lick a rock and to get at some of the notes common in wine) has earned him a cult following.
This week, he released the first book in his ten-book deal with Harper Collins. "Crush It! Why NOW Is the Time to Cash In on Your Passion" advises readers on how to turn their hobby — through enthusiasm, hard work and the power of the Internet — into a successful career. I caught up with Gary to chat about how he built his business on social media and why successful people who advise against working hard are lying.
Building a brilliant brand online requires a brilliant domain name but unfortunately, supply and demand aren't in your favor when it comes to acquiring great domains. Trying to find a catchy .com can seem as difficult as trying to catch a fly.
But that doesn't mean that the perfect domain name is out of your reach. To the contrary: when you know where to look, finding the domain you've always dreamed of can be far easier than you might imagine.
Last week Twitter revised its terms of service to allow advertising, but brands are already targeting users on the service. And a new study shows that one in five tweets are already about brands.
Back in July I wrote about the planned re-branding of The Economist. It was a risky move because The Economist is a magazine with a sterling reputation and an affluent readership. Two months on, the full strategy behind the re-branding has appeared online.
There's a lot of talk about 'branding' these days. But not every company is a 'brand' in the modern sense of the word.
So what's required to turn your company into a brand? Here are 10 things that you should have.
I'm working on a new startup / brand and have been doing a lot of reading lately on branding. This morning I was truly blown away by a presentation called The Brand Gap by Marty Neumeier, which sums up the modern age of branding in 162 genius slides. I liked it so much I bought the book.
As much as I wanted to feature Marty's slideshow alone (it is arguably all you need) there are other sources of inspiration out there, and I have compiled four additional presentations - including one video from Gary Vaynerchuk - which will help focus minds on the most important factors when trying to establish a brand.
These presentations can be digested in half an hour or so, and I found them all really helpful. Remember that even if you're 80% on track, there's still 20% scope for improvement. And besides Gary V is always worth tuning into. Enjoy...
Storytelling is being hailed as the new big idea, but it's not that new. What makes a good story in this viral, user-generated, post advertising world has always made a good story.
From papyrus to pulpit to plasma screen, the attributes of a ripping yarn have remained the same: credibility, digestibility, and most importantly, emotional resonance.
If you're a twitter user, you'll have noticed more and more brands jumping on to the band wagon lately, to varying degrees of success. To spare a few blushes, I've put together a few tips (twips?) to help out any brands who are joining twitter but aren't quite sure how to interact.
Last night I calculated that I have spent somewhere in the region of three days brainstorming a domain name for a new web venture. It shouldn’t be this difficult, but it feels like it is something approaching rocket science!
There are two major reasons for this.
Firstly, there is a scarcity of ‘good’ domain names that are available. This typically reduces all of your obvious / immediate options, and leads you into a world of pain.
Secondly, and even more importantly, the domain name is also the brand name (or should be) and as such there are plenty of other considerations to factor in.
So what I’ve done, partly to restore some sanity to the situation (I’m still undecided on my final choices) is to create a checklist of factors that should be taken into account.
Lot of talk this week about who owns the digital marketing customer. Brands and ad agencies claim they own the customer's data. More than a few panelists at Thursday's Digiday sessions said that if the customer is paying a network or site for interaction privileges at that moment, then that site owns the customer. To all those who say they can own the customer, here's a newsflash: no one owns the customer.
Nor does anyone rent the customer or loan a customer. Any company that thinks they can own the customer, or the customer's data, or the customer's digital experience, has a weird type of business neuroticism. That neurosis might be best cured through a little reality therapy. The reality is, customers may pay you time, attention, and revenue, but they give you no more than that. The goal of internet marketing is to create the opportunities for that attention and revenue.