Social Network: The Movie

<div class="separator" style="clear: both; text-align: left;"><a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPRlh3FnvI/AAAAAAAAB9E/bjRpbUnqPKw/s1600/SocNetMovie.PNG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPRlh3FnvI/AAAAAAAAB9E/bjRpbUnqPKw/s320/SocNetMovie.PNG" /></a><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;">As Facebook prepares to celebrate hitting </span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;"><a href="http://mashable.com/2010/07/17/facebook-500-million/"><b>500 million members this week</b></a></span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;">, we're seeing more news of the controversial film </span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;"><i><a href="http://www.thesocialnetwork-movie.com/"><b>The Social Network</b></a>.</i></span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;">** With the tagline "You don't get to 500 million friends without making a few enemies," the trailer for the film has been running on </span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;"><a href="http://www.thesocialnetwork-movie.com/">thesocialnetwork-movie.com</a></span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;"> or </span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;"><a href="http://500millionfriends.com/">500millionfriends.com</a></span><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;">. You can watch it below now:</span></div><br /> <br /> <center><object classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" height="280" id="flash51947" width="500"><param name='movie' value='http://flash.sonypictures.com/video/universalplayer/sharedPlayer.swf'></param><param name='allowFullscreen' value='true'></param><param name='allowNetworking' value='all'></param><param name='allowScriptAccess' value='always'></param><param name='flashvars' value='feed=http%3A//www.sonypictures.com/previews/movies/thesocialnetwork.xml&clip=2300'></param><embed src='http://flash.sonypictures.com/video/universalplayer/sharedPlayer.swf' width='500' height='280' type='application/x-shockwave-flash' flashvars='feed=http%3A//www.sonypictures.com/previews/movies/thesocialnetwork.xml&clip=2300' allowNetworking='all' allowscriptaccess='always' allowfullscreen='true'></embed></object></center><br /> <br /> Sony is <a href="http://mashable.com/2010/07/16/social-network-twitter-ad/">advertising the movie on Twitter</a> - but not on Facebook (go figure!). The founders of Facebook <a href="http://mashable.com/2010/07/17/facebook-movie-moscovitz-zuckerburg/">have already reacted</a> to the trailer. Facebook CEO Mark Zuckerberg is going to be played by Jesse Eisenberg, probably most well known for his part in <a href="http://www.amazon.com/gp/product/B002BFBAWO?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B002BFBAWO"><i>Adventureland</i></a><i><img alt="" border="0" height="1" src="http://www.assoc-amazon.com/e/ir?t=thebakerstree-20&l=as2&o=1&a=B002BFBAWO" style="border: none !important; margin: 0px !important;" width="1" /></i>. Pretty good casting, in my opinion.<br /> <br /> Now, here comes the fun part.<br /> <br /> If they were holding open casting calls for extras and you were going to be featured, <b><i>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.</i></b><br /> <br /> 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. ;-)<br /> <br /> <b>Author & NML President <a href="http://www.chrisbrogan.com/">Chris Brogan</a> / Jeff Bridges</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_Wgi7DTsDt2g/TEPU3M16bUI/AAAAAAAAB9M/U0NXopwKRNw/s1600/chrisbrogan.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://4.bp.blogspot.com/_Wgi7DTsDt2g/TEPU3M16bUI/AAAAAAAAB9M/U0NXopwKRNw/s200/chrisbrogan.jpg" width="183" /></a><a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPU8s_FacI/AAAAAAAAB9U/Oa_M757zyz4/s1600/Brogan-jeff_bridges.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPU8s_FacI/AAAAAAAAB9U/Oa_M757zyz4/s200/Brogan-jeff_bridges.jpg" width="150" /></a></div><br /> <b>Mashable CEO <a href="http://www.mashable.com/">Pete Cashmore</a> / Orlando Bloom</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_Wgi7DTsDt2g/TEPXAPa-eEI/AAAAAAAAB9c/dE_yqJXBYhM/s1600/Cashmore.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://4.bp.blogspot.com/_Wgi7DTsDt2g/TEPXAPa-eEI/AAAAAAAAB9c/dE_yqJXBYhM/s200/Cashmore.jpg" width="200" /></a><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPXGo3nqDI/AAAAAAAAB9k/-IPTpC5lYa4/s1600/Cashmore-Bloom.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPXGo3nqDI/AAAAAAAAB9k/-IPTpC5lYa4/s200/Cashmore-Bloom.jpg" width="200" /></a></div><br /> <b>Boston media maven <a href="http://www.cc-chapman.com/">C.C. Chapman</a> / Simon Cowell</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPYwdJS2YI/AAAAAAAAB9s/TcpggaGbTC0/s1600/cc_chapman.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPYwdJS2YI/AAAAAAAAB9s/TcpggaGbTC0/s200/cc_chapman.jpg" width="200" /></a><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPY123tObI/AAAAAAAAB90/q_GgrEY4ZPQ/s1600/cc_Cowell.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPY123tObI/AAAAAAAAB90/q_GgrEY4ZPQ/s200/cc_Cowell.jpg" width="200" /></a></div><br /> <b>Video savant <a href="http://www.stevegarfield.com/">Steve Garfield</a> / Dirty Jobs' Mike Rowe</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPZB18oL-I/AAAAAAAAB98/pGoPPIzzHFo/s1600/SteveGarfield.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="199" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPZB18oL-I/AAAAAAAAB98/pGoPPIzzHFo/s200/SteveGarfield.jpg" width="200" /></a><a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPZHqgd8BI/AAAAAAAAB-E/5QwLiVRHo5M/s1600/Steve-Rowe.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEPZHqgd8BI/AAAAAAAAB-E/5QwLiVRHo5M/s200/Steve-Rowe.jpg" width="200" /></a></div><br /> <b>Prolific author & speaker <a href="http://sethgodin.typepad.com/">Seth Godin</a> / Larry David</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZdklG5NI/AAAAAAAAB-M/R4IHIVp2UkY/s1600/Godin.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZdklG5NI/AAAAAAAAB-M/R4IHIVp2UkY/s200/Godin.jpg" width="200" /></a><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPZhREss7I/AAAAAAAAB-U/wp6w3yrF9d4/s1600/Godin-David.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPZhREss7I/AAAAAAAAB-U/wp6w3yrF9d4/s200/Godin-David.jpg" width="200" /></a></div><br /> <b>Ragan Communications CEO <a href="http://www.ragan.com/">Mark Ragan</a> / </b><a href="http://www.imdb.com/name/nm0001117/"><b>Bruce Davison</b></a><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZl3GdWhI/AAAAAAAAB-c/_iR2bDvtqBc/s1600/MarkRagan.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZl3GdWhI/AAAAAAAAB-c/_iR2bDvtqBc/s200/MarkRagan.png" width="200" /></a><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZpahHdWI/AAAAAAAAB-k/x8U1Yefv3cg/s1600/MarkRaganDavison.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZpahHdWI/AAAAAAAAB-k/x8U1Yefv3cg/s200/MarkRaganDavison.jpg" width="200" /></a></div><br /> <b>Web strategist & Altimeter Partner <a href="http://www.web-strategist.com/blog">Jeremiah Owyang</a> / Wayne Newton</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZ0nwyRSI/AAAAAAAAB-s/TS4JANQ58zE/s1600/Owyang.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="199" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPZ0nwyRSI/AAAAAAAAB-s/TS4JANQ58zE/s200/Owyang.jpg" width="200" /></a><a href="http://4.bp.blogspot.com/_Wgi7DTsDt2g/TEPZ3isEHHI/AAAAAAAAB-0/jm7w1uSPFNc/s1600/Owyang-Newton.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://4.bp.blogspot.com/_Wgi7DTsDt2g/TEPZ3isEHHI/AAAAAAAAB-0/jm7w1uSPFNc/s200/Owyang-Newton.jpg" width="194" /></a></div><br /> <b>Author & PR expert <a href="http://www.briansolis.com/">Brian Solis</a> / Johnny Depp</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPZ9dN8Y_I/AAAAAAAAB-8/tQGIFdI46zg/s1600/Solis.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPZ9dN8Y_I/AAAAAAAAB-8/tQGIFdI46zg/s200/Solis.jpg" width="200" /></a><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPaA_G-g1I/AAAAAAAAB_E/mJAq__l0TpU/s1600/Solis-Depp.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPaA_G-g1I/AAAAAAAAB_E/mJAq__l0TpU/s200/Solis-Depp.jpg" width="159" /></a></div><br /> <b>Powered CMO <a href="http://blog.stroutmeister.com/">Aaron Strout</a> / Guy Fieri</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPbCaXgIVI/AAAAAAAAB_c/KPvkMJTaNCM/s1600/Strout.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPbCaXgIVI/AAAAAAAAB_c/KPvkMJTaNCM/s200/Strout.jpg" width="157" /></a><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPbF0D-d2I/AAAAAAAAB_k/78YIabTyMm8/s1600/Strout-Fieri.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="199" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPbF0D-d2I/AAAAAAAAB_k/78YIabTyMm8/s200/Strout-Fieri.jpg" width="200" /></a></div><br /> <b><a href="http://winelibrary.tv/">WineLibrary.tv</a>'s <a href="http://garyvaynerchuk.com/">Gary Vaynerchuck</a> / Joe Pesci</b><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPaFwDKcwI/AAAAAAAAB_M/XKnUe6HoQPo/s1600/GaryVee.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="199" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEPaFwDKcwI/AAAAAAAAB_M/XKnUe6HoQPo/s200/GaryVee.gif" width="200" /></a><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPaJhIWEEI/AAAAAAAAB_U/-wRj-Lj7iAY/s1600/GaryVee-Pesci.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEPaJhIWEEI/AAAAAAAAB_U/-wRj-Lj7iAY/s200/GaryVee-Pesci.jpg" width="200" /></a></div><br /> <br /> Me? Oh, I almost forgot. Johnny Carson.<br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/R4GxKwlIWGI/AAAAAAAAAow/e1VAz9TBnKM/s1600/Johnny-Carson.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/R4GxKwlIWGI/AAAAAAAAAow/e1VAz9TBnKM/s200/Johnny-Carson.jpg" width="199" /></a></div><br /> <br /> ** No, this isn't the a remake of the 1976 movie <b><i><a href="http://www.blogger.com/%3Ca%20href=%22http://www.amazon.com/gp/product/B000CNESU8?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B000CNESU8%22%3ENetwork%3C/a%3E%3Cimg%20src=%22http://www.assoc-amazon.com/e/ir?t=thebakerstree-20&l=as2&o=1&a=B000CNESU8%22%20width=%221%22%20height=%221%22%20border=%220%22%20alt=%22%22%20style=%22border:none%20!important;%20margin:0px%20!important;%22%20/%3E">Network</a></i></b>, famous for the line "I'm mad as hell and I'm not going to take this anymore!" But the results might be similar...<br /> <br /> <b><i>Bonus content:</i></b><br /> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=B000CNESU8" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=B003ULSWBK" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=1591843162" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=0470743085" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=0061914177" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=0470571098" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=0470525460" style="height: 240px; width: 120px;"></iframe> <iframe frameborder="0" marginheight="0" marginwidth="0" scrolling="no" src="http://rcm.amazon.com/e/cm?lt1=_blank&bc1=000000&IS2=1&bg1=FFFFFF&fc1=000000&lc1=0000FF&t=thebakerstree-20&o=1&p=8&l=as1&m=amazon&f=ifr&md=10FE9736YVPPT7A0FBG2&asins=0470648287" style="height: 240px; width: 120px;"></iframe>

Social Network: The Movie

As Facebook prepares to celebrate hitting 500 million members this week , we're seeing more news of the controversial film The Social Ne...

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Now That's Viral, Man

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 <a href="http://www.bk.com/en/us/campaigns/subservient-chicken.html">Subservient Chicken</a>, <a href="http://www.scottmonty.com/2006/11/research-entertainment-wildly.html">Shave Everywhere</a>, and <a href="http://www.youtube.com/watch?v=PTU2He2BIc0">Tea Partay</a>.<br /> <br /> It started on on television earlier this year with the following Old Spice commercial, "The Man Your Man Could Smell Like" (<a href="http://www.youtube.com/watch?v=owGykVbfgUE"><b>link</b></a> for those of you in RSS readers):<br /> <br /> <br /> <center><object height="306" width="500"><param name="movie" value="http://www.youtube.com/v/owGykVbfgUE&hl=en_US&fs=1?hd=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/owGykVbfgUE&hl=en_US&fs=1?hd=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="500" height="306"></embed></object></center><br /> <i>(If you'd like to see how this was accomplished, <a href="http://www.youtube.com/watch?v=VDk9jjdiXJQ">Leo Laporte has a great interview with the agency</a>.)</i><br /> <br /> That commercial, first aired during the Super Bowl in early February, as of this week has garnered over <i>14 million views</i>. And then the next commercial, <a href="http://www.youtube.com/watch?v=uLTIowBF0kE"><b>"Old Spice: Questions"</b></a>, went up on YouTube:<br /> <br /> <br /> <center><object height="306" width="500"><param name="movie" value="http://www.youtube.com/v/uLTIowBF0kE&hl=en_US&fs=1?hd=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/uLTIowBF0kE&hl=en_US&fs=1?hd=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="500" height="306"></embed></object></center><br /> <br /> Those ads are pretty funny to begin with and were passed around a good deal. But this week, <a href="http://www.wk.com/">Wieden + Kennedy</a>, 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:<br /> <br /> <a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEHgTm_cMTI/AAAAAAAAB80/NDmUAYxUWkk/s1600/oldspiceteaser3.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="52" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEHgTm_cMTI/AAAAAAAAB80/NDmUAYxUWkk/s400/oldspiceteaser3.png" width="400" /></a><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TEHgTm_cMTI/AAAAAAAAB80/NDmUAYxUWkk/s1600/oldspiceteaser3.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /> </a><br /> <br /> <a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEHgR-yqNwI/AAAAAAAAB8s/PNU-2Dbf5y8/s1600/oldspiceteaser2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="57" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEHgR-yqNwI/AAAAAAAAB8s/PNU-2Dbf5y8/s400/oldspiceteaser2.png" width="400" /></a><br /> <br /> <a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEHgOmlnB6I/AAAAAAAAB8k/qsgA8cJ3OXo/s1600/oldspiceteaser1.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="52" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/TEHgOmlnB6I/AAAAAAAAB8k/qsgA8cJ3OXo/s400/oldspiceteaser1.png" width="400" /></a><br /> <br /> <br /> And then they fired a warning shot across the bow via the <a href="http://twitter.com/OldSpice">@OldSpice</a> Twitter account, lest anyone question what they were up to:<br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEHhKa_WlTI/AAAAAAAAB88/D0fsiHl4fPM/s1600/oldspice1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="203" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TEHhKa_WlTI/AAAAAAAAB88/D0fsiHl4fPM/s400/oldspice1.png" width="400" /></a></div><br /> 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.<br /> <br /> 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 <a href="http://www.facebook.com/OldSpice">Old Spice Facebook page</a>, 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:<br /> <br /> <br /> <br /> <center><object height="306" width="500"><param name="movie" value="http://www.youtube.com/v/_-fLV28SkZ8&hl=en_US&fs=1?hd=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/_-fLV28SkZ8&hl=en_US&fs=1?hd=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="500" height="306"></embed></object></center><br /> <br /> At the end of the day, there were over 80 video responses made. W+K's creative director Iain Tait describes how they did it in an amazing behind-the-scenes look at the process on Read Write Web via an interview by Marshall Kirkpatrick called <a href="http://www.readwriteweb.com/archives/how_old_spice_won_the_internet.php"><b>How the Old Spice Videos Are Being Made</b></a>. Suffice it to say there was a high degree of coordination between the social media team and the creative/production team. Tait also discusses his view of influence in a Fast Company interview: <a href="http://www.fastcompany.com/1670314/old-spice-youtube-videos-wieden"><b>The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel</b></a>.<br /> <br /> From what I can tell, the reasons it worked so well are summed up as follows: <br /> <ol><li>Go where the people are</li> <li>Choose your influencers wisely</li> <li>Use a personalized response</li> <li>Respond on a universally understood & sharable platform (like YouTube)</li> <li>Use a real-time platform to reply and promote replies (like Twitter)</li> <li>Have fun, engaging content</li> </ol>So, this sets the bar high for the next major viral hit. <b><i>Do you have any idea what's going to make the next one work well?</i></b><br /> <br /> Bonus content:<br /> <ul><li><a href="http://oldspicevoicemail.com/"><b>Get your voicemail customized by the Old Spice Man</b></a>.</li> <li>Take a look at <a href="http://www.fastcompany.com/1670872/latest-old-spice-parody-gets-an-a">one of the parodies inspired by the Old Spice Campaign</a>, from the Harold B. Lee Library at Brigham Young University:</li> </ul><br /> <br /> <br /> <center><object height="306" width="500"><param name="movie" value="http://www.youtube.com/v/2ArIj236UHs&hl=en_US&fs=1?hd=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/2ArIj236UHs&hl=en_US&fs=1?hd=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="500" height="306"></embed></object></center>

Now That's Viral, Man

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 perf...

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Global Web Index

<div class="separator" style="clear: both; text-align: center;"><a href="http://farm4.static.flickr.com/3147/2643074847_cd87f2b847_m.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://farm4.static.flickr.com/3147/2643074847_cd87f2b847_m.jpg" /></a></div>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.<br /> <br /> 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.<br /> <br /> 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:<br /> <ul><li><a href="http://www.slideshare.net/PingElizabeth/universal-mccann-wave-2">Wave 2: May, 2007</a> </li> <li><a href="http://www.scribd.com/doc/3836535/Universal-Mccann-on-Social-Media">Wave 3: March, 2008</a></li> <li><a href="http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4">Wave 4: July, 2009</a></li> </ul>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.<br /> <br /> 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, <a href="http://www.trendstream.net/"><b>Trendstream</b></a>, 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.<br /> <br /> Tom just let me know that his firm has recently developed the <a href="http://globalwebindex.net/thinking/lite/"><i><b>Global Web Index</b></i></a> - as tool that, as Trendstream puts it, "<i>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</i>." You may need to click through to the site, depending on how the embed below renders on your monitor.<br /> <br /> <center><iframe src="http://www.globalwebindex.net/widget/index.html" hspace="0" marginwidth="0" marginheight="0" frameborder="0" scrolling="yes" vspace="0" width="640" height="400"></iframe></center><br /> <br /> These are real data, available from January 2010. Of course, this is only the "lite" version; if you want to know more, please c<a href="http://globalwebindex.net/thinking/lite/">lick through to the link</a> for info on how to get the full set of data.<br /> <br /> 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.<br /> <br /> <i><span class="Apple-style-span" style="font-size: small;">Photo credit: </span><a href="http://www.flickr.com/photos/9422878@N08/2643074847/"><span class="Apple-style-span" style="font-size: small;">Bill Gracey</span></a><span class="Apple-style-span" style="font-size: small;"> (Flickr)</span></i>

Global Web Index

Around the world, social media has taken off. While this is an exciting time for companies, for the global social media executive that means...

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Social Media Playbook

Last month, Joe Chernov, the director of content for marketing automation company <a href="http://www.eloqua.com/">Eloqua</a>, 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 <a href="http://blog.eloqua.com/eloqua-social-playbook/"><b>challenged us to steal it</b></a>.<br /> <br /> What they shared were two things: <a href="http://www.flickr.com/photos/eloqua/4690626051/sizes/z/">the Content Grid</a>, which they created with the design firm <a href="http://jess3.com/">JESS3</a>. 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:<br /> <br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://farm5.static.flickr.com/4040/4690626051_4dd578193e_z.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://farm5.static.flickr.com/4040/4690626051_4dd578193e_z.jpg" width="249" /></a></div><br /> 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. <a href="http://www.scribd.com/doc/34135756/Eloqua-Social-Media-Playbook"><b>Eloqua's Social Media Playbook</b></a> 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:<br /> <blockquote>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.</blockquote><br /> <object data="http://d1.scribdassets.com/ScribdViewer.swf" height="500" id="doc_581648811837338" name="doc_581648811837338" rel="media:presentation" resource="http://d1.scribdassets.com/ScribdViewer.swf?document_id=34135756&access_key=key-8ddj43wjlzvzdbmr7jx&page=1&viewMode=list" style="outline: none;" type="application/x-shockwave-flash" width="100%" xmlns:dc="http://purl.org/dc/terms/" xmlns:media="http://search.yahoo.com/searchmonkey/media/"> <param name="movie" value="http://d1.scribdassets.com/ScribdViewer.swf"><param name="wmode" value="opaque"><param name="bgcolor" value="#ffffff"><param name="allowFullScreen" value="true"><param name="allowScriptAccess" value="always"><param name="FlashVars" value="document_id=34135756&access_key=key-8ddj43wjlzvzdbmr7jx&page=1&viewMode=list"><embed id="doc_581648811837338" name="doc_581648811837338" src="http://d1.scribdassets.com/ScribdViewer.swf?document_id=34135756&access_key=key-8ddj43wjlzvzdbmr7jx&page=1&viewMode=list" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" height="500" width="100%" wmode="opaque" bgcolor="#ffffff"></embed> </object> <br /> <br /> 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.<br /> <br /> Steal it. Download it. Share it with everyone you know. Use it as a best practices document for your team. Because this is <i>the</i> single best playbook of its sort I've seen yet. Well done, Eloqua.

Social Media Playbook

Last month, Joe Chernov, the director of content for marketing automation company Eloqua , contacted me with some material to share with you...

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