Well, I have been meaning to write about the Firefox Download Day and their grand record. One brand which used Social Media Marketing and an existing community to generate buzz like never before. Of course the Guinness Record helped too.
Guinness and Buzz Marketing
A Guinness World Record is an established buzz marketing strategy for a brand and it isn't like Firefox is doing a first. Typical record strategies include building the world's "largest" something and examples of these records can be seen here. The problem with these strategies is they involve a few of the company employees and the buzz generated is through a mention in a few news columns. These record attempts do not really involve the consumers of these brands.
Firefox & Its Guinness Record
Firefox could have also attempted a record like the World's fastest browser to generate buzz, but that would have meant the same problem. A few company emplyees are involved and happy with the coverage in a few news columns.
Firefox instead chose a strategy which was inclusive. It hyped the Download Day with its current community and gave them the badges which they can plonk on blogs to in turn spread the word. The guiness record was a function of how well the existing community sells the idea to the rest of the world. It was upto the community to spread word about D Day and this strategy paid off by integrating a viral marketing component to the classical buzz marketing approach.
To read more on the definitions of Buzz Marketing and Viral Marketing, please read this earlier post Want consumers to talk? Viral is in!!
What can Startups learn?
Now Firefox has a huge community of users, but there is also some take away for startups who have just a few 1000 users. What can you do to engage your community and make them spread the message about your product/website. I don't think your startup should be happy just acquiring users, when what you really need is an army of salesmen. How can you actually convert your existing community into salesmen?
Jennifer Leggio has a great post on the steps Firefox undertook to spread the message. The key take away is that Firefox relied on their community, involved them and empowered them to be salesmen.There is no single formula to replicate this but startups have no choice but to keep trying.
Appending relevant portions of Jennifer's post below to make it a convenient read
How did Firefox actually reach Out?
Spread Firefox
The Firefox community portal started out as the original gathering point for community members. Mozilla created a specific Download Day theme for the site where users could get badges to put on blogs as well as “pledge” to download the software on Download Day. Mozilla received 1.7 million pledges and the affiliate button distribution brought 43 million views to the site.
Facebook
The Firefox Facebook fan page has near 115K members. “We seeded the community with links of articles and other information that pointed to the Download Day site,” Kim said. Mozilla took a very similar approach with social networking sites Bebo and Mixi (Japan).
Twitter
Kim says that while Mozilla Firefox’s Twitter page was set up in 2007 it grew tremendously (now with close to 5K followers) and was a great complement to its other efforts. “We’re incredibly happy with the level of activity and response we received from our Twitter followers,” he said.
YouTube
Mozilla produced a series of feature overview videos that were narrated by some of the designers who worked on Firefox 3. From viewing the YouTube comments and ratings it does not appear that the videos gained much traction, however it was a low-cost alternative to doing traditional video advertising.
Mozilla Parties
Mozilla Party Central, a bit of a mashup of Google Maps and Upcoming, is where the company shares news about its launch parties and also gives users the tools to promote and host their own parties. As of last count there have been near 850 parties worldwide, attended by more than 6K people. Mozilla will receive its official Guinness World Record certificate at a party in London this Wednesday.
Mozilla also put energy into traditional public relations efforts, heading on press tour throughout the U.S., Europe, China and Japan. While this was successful as well, Kim says that its Mozilla’s community that truly helped drive Download Day success.
P.S - Firefox could take this bold approach of asking its users to set a record, because there was no record registered in this category before. So irrespective of how many downloads, Firefox and more importantly its community would have always emerged a winner.
Did you catch Firefox on D Day?
How does someone come up with an idea like this. Starting in 2003, way before viral became the huge term it is now. Simple, and daring as a concept, combined with the silliest dance ever, is Matt Harding's perfect recipe for 10 million views.
Source: Speak Media Blog
It is hopefully clear that Viral marketing success is really not easy and certainly not cheap. There is no way a company can think that Matt Harding's dance would go viral, and hence there is no way for a marketer to replicate this.
Stride chose the next best thing and sponsored this trip. They got a very insignificant mention in the end. Little does the traditional marketer who just cares for a bigger logo, realize the significance of the insignificant.
Stride just supported a guy to achieve a dream, something on his bucket list perhaps. It struck a chord like nothing else ever will.
The video series got enormous media attention. Also take a look at the number of diverse videos on youtube alone, ranging from queries like "Where is Matt?" to "Matt impersonators and fans". There is also a website called Where the hell is Matt
The series got a whopping 10 million views and is going strong. The positive rub off on Stride is obvious once you have seen the entire video. Take a look and judge for yourself.
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Want consumers to talk? Viral is in!!
Ok Lets get this done with it. Even the world's best marketer cannot market a bad product. Really!!
Especially if its to be sold on the interent using social media marketing, viral marketing and buzz marketing tactics. You know that you have to revamp your product when bloggers just about refuse to write about you. There is a reason why so many websites are launched every day and why most of them languish.
Of course, If you have tons of money to spend on TV, then the story is a little different. You can attract hoards of first timers onto your website or to try your product, but their loyalty is going to be a huge function of switching costs associated with dumping your product and jumping onto the next bandwagon.
When I say your product has to be great, it includes both the product and the promise. In other words known as the story or positioning of your product. Many startups do not understand that your positioning is paramount and the product features are actually a result of the positioning. If your positioning differentiates you, then its logical that your product is the result of the same differentiation.
To understand why the story is really important read ' Technology vs Story '
If you as a marketer don't believe a product or startup will make it, do everyone a favour and don't promise the sky. I wont promise to market a product until I believe it can really solve a need in a manner better than all other products out there.
Likewise if you are a startup and want to market your product / website, don't shrug the marketer's advise to rejig your product. There might be some value in what they suggest. Difficult to find perhaps, but trust me the good ones will not ' faff '. Finding the good ones is another task by itself
Dell Idea Storm was created to interact with passionate consumers and one look at the number of people on these sites will tell you how involved consumers can get.
The objective is to get worthy ideas from users and worthy ideas surface because other consumers promote or demote the ideas, very similar to a digg methodology. Post - Promote - Discuss. The step added to this is "See" - See the company respond to worthy ideas & what they are doing to implement them.
The herd effect necessary to promote the ideas might result in no trend setting futuristic idea actually making it to the top. Consumers are after all never great crystal ball gazers but you do get to hear their views on simple things like Dell's excessive use of plastic. What might have been thought of as a necessary packaging element might come under the scanner thanks to this idea.
Dumb mistakes of someone in the organization also surface like the printing of the logo upside down.
An open conversation with your consumers can scare the wits of most companies, and it can expose many of your silly practices as is evident from these posts, but aren't companies much better off with consumers revealing their frustrations with the product.
The problem with this approach is that the marketing team alone cannot engage the consumer in conversation. They have to get the other departments within the organization ready to change according to popular consumer appeal. (actually this is market research for free)
For eg: the movement towards Open Office got a whopping 138479 votes. Most companies would give anything to have so many engaged consumers and what does Dell do - Nothing!! A very highly debated topic and difficult to give one company stance, but you have to take one when so many people are waiting to hear it.
These are progressive steps taken by Dell to join the conversation and in fact control it at some level by bringing it under their wing. They still need to sustain this initiative by adding it to the DNA of the company. This can no longer be just a good initiative, it has to be a way of business.
P.S - If you think the engaged consumer only exists in the case of high involvement goods like electronics, Starbucks created My Starbucks Idea with a similar objective. Check out what happens when you get some coffee fanatics together in one place.
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Its the Conversation economy dude!!
Marketing 2.0 vs Marketing 1.0
What a silly question is the first thought that comes to your mind. Maybe I can salvage myself by saying "Of course it does". This post actually discusses the strategy used by startups pre funding vs post funding. Are they different and should they be?
Poor => Make people talk
As a poor startup, one cannot afford to undertake large campaigns which will reach millions of consumers. Startups normally choose the next best alternative, trying to reach passionate users in the hope they will talk.
They even entice the key bloggers by giving away limited invites, build a story around the product & founders to eventually make the startup talk worthy.
When one blogger talks, you could potentially be reaching a 1000 readers. Its not just effective, it is more credible than anything you can do to communicate directly about your startup.
Social Media Marketing is tried in any form that helps spread the story far and wide.
Money => Acquire consumers?
Once money flows in, something changes in the mental makeup of a startup. They no longer focus on getting people to talk. Its now about adwords, promos, strategic tie ups, all of it ending in acquiring one profitable consumer.
Sometimes making your communication and product talk worthy takes a back seat and every spend on marketing is directed towards getting another buyer.
Not sure if that one consumer is more worthy of your attention than the 1000's of other bloggers who are waiting for an interesting story to talk about.
Who would you target, the one who buys or the one who talks. Don't say both, that just helps you justify what you are doing irrespective of the objective.
This was featured on Pluggd.in as a guest post. Thanks Ashish
Image Source: David Wong's Photostream
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Media Evolution
It wasn't too long ago when many of us sat waiting for Doordarshan* to air the saturday evening movie and irrespective of who acted in it, watched it. The whole family & the whole country could be reached by airing a single spot during this time band. For someone with money this is an easy option. For startups of course, this situation would be a nightmare.
Opportunities for entertainment and media options have evolved greatly since that day. From one TV channel and millions of viewers we have moved on to 100s of TV channels and a niche set of viewers.
Segmentation of audiences by the press, magazines targeted at niche audiences are all obvious indications of the world being continuously segmented into audiences with different interests and preferences.
Add to it the internet which is emerging as a leading entertainment destination amongst the youth. The consumer could be visiting any one out of over 50 million registered domains depending on his interests and this further confirms the theory of The Long Tail (a book you have to read, if you haven't already)
Image Source - Free Thought Canada
Chris Anderson, author of "The Long Tail" aired a quote " Every abundance creates a scarcity" in a fantastic post and ever since I have been dreaming of writing about it. Have finally got down to doing it.
Media Proliferation and infinite entertainment destinations on the web have clearly created a scarcity of consumer's time and attention.
Greater Segmentation => Lesser Wastage
Greater media segmentation both simplifies the marketers life and complicates it at the same time. The Doordarshan ad is a simple decision, while choosing amongst media options today is a full fledged job.
Marketing rules on the internet further complicate lives by adding an interactive element to the traditional ad. If done right, targeting and reaching your TG is much cheaper and the proportion of advertising wasted on an audience that doesn't remotely care is less.
Simultaneously the ad rates chargeable to reach this already segmented audience increase and sometimes by around 10 times. Chris Anderson's post comparing ad rates on Social networks like Facebook vs networks like Ning establishes the same.
* Doordarshan is the public television broadcaster of India
The reason everything is wrong with traditional marketing is that it talks down to the consumer. It tells you what is right for you and not necessarily engages you and lets you decide for yourself.
Why should I waste my time trying to explain it, when this video does all that and more
There is a reason why this blog is called Marketing Amnesia. The reason is, if I talked to my wife like I chose to in a traditional advertisement, she would stand up, punch me in the face, kick me in the b%$#s and walk away.
Now that could be a wee bit painful...
Instead of being forced to forget traditional marketing, why not choose to do so.
P.S - Marketing Sucks when its not done right. If you would like to stay updated with the best techniques, do subscribe
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Its the Conversation economy dude!!,
Consumers are talking !! Are brands listening?,
Marketing 2.0 vs Marketing 1.0
This post is for everyone who is wondering what to do with Twitter and how to leverage it as a marketing tool for your startup brand. Twitter is about conversations with real people. How can a brand invade the space and hope for followers of its brand.
Follow and you Shall be Followed
While experimenting with Twitter on my first attempt at getting scores of followers for a website, I did the usual thing and followed around 400 users. A quick analysis revealed that around 8-10% returned the favour and I was delighted.
Twitter Spam
Its only when you get a taste of your own medicine, do you realise your folly. When my personal profile got followed by another brand, I immediately viewed the act with suspicion. A click on their profile displayed a dismal following to follower ratio and you realise that at some level this is twitter's method of spamming you. Somehow you know that the website has no genuine interest in you and is following you in the hope of you following them.
Do your research
Search for twitter conversations on Summize (update: acquired by Twitter) which match what you have to sell. Just imagine what would people write about if they were remotely interested in your service.
A fashion site, would look for people who have talked about their latest purchases of what constitutes fahion in the land. Unfortunately I am not into fashion and can't give any great examples :).
If I were Nike I would seach for keywords like running, basketball, cricket, football etc. and follow those who seem to be inclined towards sport. Hope you get the drift
Add those with few followers
Those with fewer followers are more likely to notice an additional follower and reciprocate, compared to a guy who has no clue why so many people are following him.
Twit Ban
Add people but be sure to ban them soon after if they don't bother following you. There has to be a conscious attempt prune the non followers to try and attract new followers. The key is to keep a high ratio of followers to following at all times.
Content Please
Give people a reason to follow you. Update them on relevant content, news about your brand, ask questions, conduct surveys, free samples, sneak peeks etc. Make sure they interact and stay engaged. After all Twitter is just a great huge conversation
Success on Twitter cannot happen overnight. Take it easy and you will have long term successful Twitter presence.
Let me know if you have tried something and it has worked.
Follow Ishwar on Twitter
Image Courtesy : ComicBase
The eternal debate between Finance and Marketing teams in every organization is the calculation of a return on investment for the marketing spend.
This has led to many marketers focusing on Conversion - wherein every ad is measured in terms of either a lead generated or sales. The concept is that, if you have got the consumer to buy now, then the ad must be truly engaging.
The problem with this approach is that marketers try to give the consumer a hook to purchase now and that hook is very often a promotion / freebie.
Conversion as the basis of marketing spend justification is a very narrow approach. You are targeting the one consumer who has seen your advertising and no one else and he buys your brand partly because it has an offer attached.
Nothing earth shattering about the fact that great brands are built when people talk positively.
A new measurement has to be used to track marketing spends. Social Media has allowed conversation to spread rapidly on the internet and at the same time allow companies to track it. Conversation tracking could well be the measure we are looking for.
Once tracked, Should you control it is another question and another post.
Conversation tracking does seem like the way forward to measure marketing spend. How do you attach a value to the conversation generated is the question?
P.S Just wondering if Conversation Economy is an original term that I can claim as my own. Have you read about this anywhere else?
Update: I am not a genius after all :)
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Concept of Conversion vs Conversation derived from The 3 philosophies of Word of Mouth Marketing
Every now and then I like to dish out some basic stuff. Today is one of those "Now and Then" moments
While discussing Marketing 2.0 with a fellow brand manager, I was dishing out some of the regular stuff on Web 2.0, the conversation age, how to get consumers to talk and more importantly why you should encourage conversation with the consumer.
A simple question asked goes like this - Till a few years ago, the marketing team of any organization controlled any mass communication on the product, why will the brand manager encourage consumers to talk when he is unsure of what they will say.
How can control be established over the brand communication. How can one message be communicated to all.
It is not as easy as it was in a non interactive media world. TV, Radio and Press lent themselves to consistent messaging. The internet is more complex, banner advertising can have a single message but how can conversation which is supposed to be breed further conversation also be controlled?
Initial thoughts suggest that marketers have no choice but to track conversations using a number of tools. The most obvious tool is google alerts followed by technorati for tracking blog conversation. Another useful tool for tracking conversations especially on twitter is Summize. Tracking is insufficient, you need to participate too.
What would you suggest? How do you track conversation on the net and what would you do to control it? Would you control it at all?
Update: Get Satisfaction allows you to express your love and hate for a company and even encourages companies to get involved with their consumers. A tool which every company should use.
