If they were holding open casting calls for extras and you were going to be featured, what famous person, dead or alive, would play you in the movie? Leave a comment below or reply with a post on your own blog with a link back to this post.
To get you started, here are ten individuals in the social media space and their Hollywood doppelgängers. Fair warning: these aren't meant to insult anyone - I'm going for humor - and I purposefully didn't use any women as subjects - I really didn't want to get into trouble. ;-)
July 17, 2010
If you haven't followed the Old Spice phenomenon from this week, you've missed out. It's a great example of a really strong performing viral campaign that harkens back to some of the classics like Subservient Chicken, Shave Everywhere, and Tea Partay.
It started on on television earlier this year with the following Old Spice commercial, "The Man Your Man Could Smell Like" (link for those of you in RSS readers):
That commercial, first aired during the Super Bowl in early February, as of this week has garnered over 14 million views. And then the next commercial, "Old Spice: Questions", went up on YouTube:
Those ads are pretty funny to begin with and were passed around a good deal. But this week, Wieden + Kennedy, creators of the campaign for Procter & Gamble, took it to the next level. First, they began by promoting the latest video with a number of tweets, to ensure it was seen by many:
And then they fired a warning shot across the bow via the @OldSpice Twitter account, lest anyone question what they were up to:
And what happened next made all the difference between the past and the future of viral campaigns. They could have easily engaged people on Twitter all day long and continued to push for views of their existing videos. But what Old Spice did was head and shoulders (if I can use another P&G product reference in a bad pun) above anything I've personally seen before.
The marketers targeted a handful of influencers to kick off the process - Kevin Rose (founder of Digg), Ellen Degeneres, Ashton Kutcher, The Huffington Post and others. Questions were requested and collected on a number of platforms: Twitter, the Old Spice Facebook page, YouTube, Reddit, 4Chan, blogs and Yahoo, to name a few. And then, during the course of the day, the questions were answered in near-real time via custom-made YouTube videos like this one:
Around the world, social media has taken off. While this is an exciting time for companies, for the global social media executive that means a lot of headaches as we try make sense of it all.
The gradual adoption, platforms that differ by region and the difference in penetration of mobile and broadband connections all mean that there are bound to be disparities in how and where people around the world connect via the social web.
Once upon a time, Universal McCann did a series called Tracking the Impact of Social Media that consisted of four "waves" of the study. You can grab them here:
I found these very useful reference tools as the web was evolving. In fact, I used to use some of the growth charts from Waves 2 & 3 in my presentations. But Wave 4 wasn't quite as impactful as the previous two, and we had to wait a lot longer for it to appear.
As I was wondering about this fact, I happened to get an email from Tom Smith, who was the lead market researcher at Universal McCann who led these efforts. It turns out he left UM after Wave 3 (which explains the gap and the different feel). Tom has continued with his fine research and has his own company, Trendstream, which is doing some stellar work on the global implications of social media. In addition, they consult with global corporate social media teams to feed research into their local market and agency briefings, conference presentations or internal presentations.
Tom just let me know that his firm has recently developed the Global Web Index - as tool that, as Trendstream puts it, "provides anyone with the free of charge chance to view and play with the GlobalWebIndex data, and more importantly to start developing unique insights on social media." You may need to click through to the site, depending on how the embed below renders on your monitor.
These are real data, available from January 2010. Of course, this is only the "lite" version; if you want to know more, please click through to the link for info on how to get the full set of data.
Is this useful to you? Do you see any trends or surprises in the data that are particularly relevant to how you do business? Please leave a comment below.
July 9, 2010
Last month, Joe Chernov, the director of content for marketing automation company Eloqua, contacted me with some material to share with you. And while I don't always accept unsolicited material for this site, the content was just that good. Not to mention that Eloqua actually challenged us to steal it.
What they shared were two things: the Content Grid, which they created with the design firm JESS3. The Content Grid is a content marketing framework that plots type and channel across two dimensions: who should create it (a single owner or the entire staff) and how it should be distributed for maximum impact on the sales funnel. And here it is:
In addition to the graphic, there was also a document included. Let me just say that if I had this available to me some four years ago when I started this site, I would have been much smarter much more quickly. Eloqua's Social Media Playbook is filled with exactly the kind of material that will bring you and your employees up to speed on social media. As Eloqua describes it:
The 10-platform, 42-page Eloqua Social Media Playbook was created as a veritable “how-to” guide for our staff to follow on the social Web. It’s frankly everything we know about social media, distilled into one awesomely designed document. Now you can have it. For free.
You'll find uses and best practices for using blogs, Facebook, Twitter, LinkedIn, YouTube, Flickr, Wikipedia, Delicious, Google Buzz, Foursquare and Gowalla for marketing purposes.
Steal it. Download it. Share it with everyone you know. Use it as a best practices document for your team. Because this is the single best playbook of its sort I've seen yet. Well done, Eloqua.
At Ford, Scott heads up the social media function and holds the title Global Digital &
Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger
relations to marketing support, customer service to internal communications and more, as social media is being integrated into many
facets of Ford business.
Prior to joining Ford, Scott served as Consigliere for crayon
and spent a number of years with PJA Advertising + Marketing, a
boutique BtoB agency specializing in health sciences & high tech.
In addition to his professional responsibilities, Scott is an active blogger and podcaster. He writes about the intersection of
advertising, marketing and PR at ScottMonty.com and
also writes The Baker Street Blog and cohosts I Hear of Sherlock Everywhere, two literary undertakings. Scott
has been featured in hundreds of news and business publications in print and on the web, in nearly dozens of books, and on a variety of
mainstream media, including NBC, NPR, CNN and The Wall Street Journal. Scott is a recognized thought leader in the social media industry and
frequently speaks at industry events.
Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's
Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and
has a hidden talent for voice over work.
Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request for Ford-related purposes or email me at speaking [AT] this site's URL (if you know what I mean) to send a general email request.. Scott's bio and headshot can be found in the "About Scott" tab above.
I'm Scott. I'm the global head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on business, technology, communications, marketing and the vast changes in the industry that impact leadership. This blog contains my personal views. My bio is available here and my headshots can be found here.