the Web Chef's e-Bytes

New Column in Wisconsin Technology Network - Widgets

I've written a new column in the monthly series of articles, Buzz Networks, recently published in Wisconsin Technology Network.  The article "Widgets - web components for plug, play and pay" reviews the evolving and expanding world of widgets or gadgets and the benefits they can provide companies looking to connect and distribute their messages widely. 

With Facebook, Microsoft and the major blog platforms endorsing these portable applications, they will only be growing in the future.

If you'd like me to come and speak to your group on the latest developments in e-marketing, I'd be happy to discuss your budget, needs and schedule.  Please contact me in the United States at 608 255 4092 or via e-mail.

Have a great Thanksgiving!

Paul J Gibler

Web Tidbits - UGM and Viral Content (Updated)

User Generated Contest - jetBlue
In an interesting example of User Generated Marketing or Content, JetBlue created a photography contest that ran from June 5th to September 5th to launch their new real time flight tracking with Google Maps.  As part of the entry the photographs needed to be taken on a JetBlue flight and the location of the photo needed to be mapped using the real time Google Map that was available on the seatback monitor in front of them. 

The number of contest entrants (1700) exceeded their expectations.  They also reflect some very interesting images.  You can vote for your favorite at the site through September 28th.
Hat tip to AdFreak.

UPDATE
User Generated Content Research Results
McKinsey reports (registration required) on research they conducted in Germany to determine why people contribute video to video sharing sites.  The results found that 65% reported they were seeking fame, 50% reported it was fun, 41% wanted to share videos with friends, 29% wanted others to benefit from the information in their video.  In the same report

Online Viral Game - General Mills EatBetterAmerica.com Food Fight
Meanwhile halfway across the country, General Mills has launched a fun online game the Good Food Fight that allows you to select a healthy recipe, a character and start an online food fight.  I had fun with the hot dog vendor and the spaghetti recipe.
Hat tip to AdRants

Online Viral Promotion - Dylan's New Album
Getting on our plane and flying across the Atlantic we come to the Ten4 produced viral site to create pre-launch buzz for Bob Dylan's compilation of greatest hits to be released on October 1.  The site (Dylan Messaging) allows you to compose a message that is in turn displayed in a "video", along with a Dylan song and sent to a friend or friends.
Hat tip to AdverBlog

WVMC joins WOMMA and other web associations

I came across a new association that I hadn't heard of that might be of interest to readers.  The Web Video Marketing Council (WVMC) joins other web related groups like the following general and specialized e-marketing related groups that you might want to explore:

• EMA - e-Marketing Association
• EIAA - European Interactive Advertising Association
• IAB - Interactive Advertising Bureau
• IMRO - Interactive Marketing Research Organization
• IIMA - International Internet Marketing Association
• MMA - Mobile Marketing Association
• OPA - Online Publishers Association
• Podcast Guild
• SEMPO - Search Engine Marketing Professionals Organization
• VBMA - Viral and Buzz Marketing Association
• Web Marketing Association
• WOMMA - Word of Mouth Marketing Association

The WVMC has a white paper available for download "Web Video Marketing: The Birth of a New Direct Marketing Medium" (PDF) that was published in July.

I'm sure that I've missed a few.  If you'd like to add to the list be sure to provide your addition in the comments section.

Paul Gibler

Pew Internet on Online Video Trends

Pew Internet has released their latest research findings on the use of online video.  According to the research report (PDF), 57% of Americans have downloaded online video with 19% doing so on a daily basis.  Not too surprisingly, the numbers are even higher among those using broadband Internet access at home or work where 74% of users watch or download online video.

In terms of content types that were being watched news video was number 1, followed by comedy, music and education.  The research also found that more than half of users watching video were sharing the video clips with others showcasing the viral or word of mouth marketing aspect of this medium.  In addition it was found that few users were paying for online video and preferred professionally produced video to user generated content.

With the CNN Youtube Democratic presidential debates that were recently held we can see how even in politics online video is taking off.

Word of Mouth Marketing Predictions

The Viral and Buzz Marketing Association (VBMA) is seeking review and feedback on the 10 predictions that they helped craft in the book "Connected Marketing: The Viral, Buzz and Word of Mouth Revolution".  You can help update these predictions by reviewing the 10 predictions and providing your comments on all or any number of the predictions that were in the book.

Online vs. Offline Campaign Etiquette

The New York Times has an interesting story in today's issue about how P&G, long considered one of the most conservative of advertisers, has launched an online campaign spoofing how cramps impact men.  As part of their irreverent campaign they've created menwithcramps.com designed to showcase "the work of an imaginary institute that is studying the imaginary problem of "cyclical non uterine dysmenorrhea", i.e. men with cramps" according to the article.  They've also launched viral video clips placed on YouTube, iFilm and elsewhere on the Internet.  Here is an example of one of the clips.

This campaign joins other "racy" campaigns from major marketers that are pushing the envelope in a desire to break through the clutter and gain audience attention.  Other micro-targeted web sites referenced in the article include Office Max's Stucktoapole.com, You Got Elfed and Tul.com supporting a new pen being offered exclusively at Office Max.  Other campaigns pushing the envelope include one for Phillips Body Groom with their microsite Shaveeverywhere.com.

As the article states: "Major marketers believe they can take greater risks online because internet users tend to be younger and more accustomed to irreverent humor".

What do you think about this trend in marketing?

Web Tidbits - Advertising

Advertising Concept
AdRants reports the return of the CueCat or at least a CueCat-like concept where a special word sourced from an offline ad called an AdLink could be entered into a specified search engine (WorldWideWorld) to take you to an online ad for the product or service being promoted.  For those of you who don't remember the Cue Cat was a much ballyhooed advertising concept where readers would have an optical scanner that would allow them to scan bar codes on ads to be taken directly to the promotion for that ad.  Some big players jumped on the CueCat bandwagon including Fortune, Wired and Radio Shack, with millions of the scanners being distributed only to face an ignomious retreat when consumers balked at the concept and technology.  Anyone planning on reading their magazine with a bar code reader right nearby?  I still have at least one CueCat somewhere around, figuring that it has collectible value.

Favorite Ads Around the World
Advertising/Design Goodness identified a new site called Advertlover that allows the uploading and ranking of ads - a social networking site for advertising lovers.

Google Search Engine Marketing and Online Advertising
Ad Week reports that eMarketer research shows that Google will command $4 billion of all online advertising dollars or 25% of the toal in 2006.  These results reflect a scorching 65% growth rate vs. Yahoo's 17.5% in year over year results. Business Week's Fine on Media, questions whether these discrepancies could be from Yahoo's not treating the business like a technology one, rather trying to focus on being a media conglomerate.

Most Spectacular Ad of the Week - Sony Bravia

Sony Bravia - New Ad - video powered by Metacafe

Starbucks Catches a Virus

I'm catching up on my reading after being out of town for a few days in beautiful Maine. 

One article that caught my attention reported on by AdJab and DMNews was a Starbucks e-mail campaign that went viral far beyond the intent of the original program.  Starbucks in Atlanta had sent out a limited distribution e-mail offering a free cold Grande coffee for friends printing out the e-mail.  The e-mail went viral with legitimate and illegitimate coupons presented for redemption all over the country and even auctioned on eBay according to the DM News article.  Starbucks cancelled the promotion claiming that the rules for redemption were not being followed.

A comment from a reader of the DMNews article claimed that their software would solve this unwanted forwarding issue.

In a clever "guerilla marketing" strategy, Caribou Coffee has agreed to accept the coupons on September 8th from noon to close according to Adjab.

Seth Godin reviews the case and has 3 rules that tie to the promotion:

1. things will get out of hand
2. if things get out of hand, figure out how to deal with it
3. have a policy about internet coupons

Online Video Viral Marketing Tips

Will Video for Food, a blog on the use of online video, has an interesting post on the "7 Deadly Sins of Viral Marketing".  It is an interesting review of 7 items to avoid if you're trying to have your videos go viral or exposed through word of mouth marketing.  The tips listed on what to avoid are:

1.   Make a white or brown cow (make it purple, ala Seth Godin)

2.   Pretend you're not advertising

3.   Spend a fortune on production

4.   Tell consumers instead of engage them

5.   Do a video contest because everyone else is

6.   Set unrealistic conversion metrics

7.   Throw the towel in an just decide to advertise around viral video

For each of the suggested tips there are examples showing marketers who avoided the tips and those who were successful following the tips.

Web Tidbits

Business Week's Blogspotting reports on Meebo, a new instant messaging/chat company that created a wiki to solicit consumer feedback on language translations.  Heather Green at Business Week states that they started the wiki after asking their users what languages they wanted and receiving 150 emails of different language requests within 24 hours.  They have over 50 languages on their wiki.

Adrants reports that Publishers Clearinghouse has acquired Blingo, a search engine that randomly provides prizes for searches on the site (July prizes include an iPod Nano, Movie Gift Certificate, Visa Gift Card). 

Adweek reports that Coke.com has overhauled their website to allow for the showcasing of consumer creativity.  They are currently running several "Challenges" including the Essence of You, XYZ Sports and Peace one Day.  It looks like they currently have 10 entries (Smile, Origin of Filmmaking, the Essence of Leo, etc) in the Essence of You Challenge.  Site visitors can rate the video and can share it with a friend.

Adfreak.com reports on the Mentos and Diet Coke phenomenon, whereby combining the two creates a geyser.  The buzz has led Mentos to create a Mentos Geyser contest that will be launched later this month. You can watch a great video of the "experiment taking place at Eepybird.