Ernest Barbaric

Smart Social Media Strategy Insights from Old Spice

July 13th, 2010 · Marketing, Resources , , ,

[tweetmeme] So not only do they bring us the awesome Spice Man with the epic “I’m on a horse” line, but Old Spice has now upped the stakes of awesomeness with the campaign extension where Isaiah Mustafa (the Old Spice Guy) is answering his tweets with YouTube Videos.

Here’s a quick example of a reply to Ellen’s tweet. And click here for an even better, more hilarious Anonymous reply!!!

You can check out this great interview that discusses how the “I’m on a horse” video was actually make. You will be surprised!!!

That aside, it’s such a brilliant marketing play that I take my hat, shirt and shoes off to the marketing geniuses who brought this to the world. So… nudity aside, what can we learn from this:

Using multiple platforms – Old Spice used YouTube to answer Twitter questions. Clever. And unexpected. It also brought their audiences to different networks thereby expanding each channel’s reach.

Having a well planned campaign nucleus – The soul of this campaign is, no question, Isaiah and his vernacular. The whole campaign (and whatever tools they decide to use such as Facebook, Twitter, YouTube… whatever) orbits around his persona. I believe in having one core, one nucleus, one message with any campaign. It simplifies delivery and provides continuity.

Power of surprise – How many times have tweets been answered by YouTube videos? Especially by a guy who IS the campaign. Just having him answer tweets such as what is the meaning of life, has buzzed up a storm in the Twitter sphere and is catapulting their social media presence with explosive growth!! UPDATE: Over 15,000 followers in just under 4 hours on the first day of this stint.

Enjoy and have a hope you learned something… if nothing else then at least how to smell like a man.

Ernest  ” I’m on a horse” Barbaric // @ebarbaric

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Google overtakes Apple… Kind of

July 13th, 2010 · Resources

Google Android vs Apple iPhone 4

[tweetmeme]A new Consumer Reports’… report… just came out. It was like an ex-girlfiend slap in Apple’s face saying they will not recommend the mighty iPhone 4. Apple’s stock already took a 4% dip, in the midst of being barraged and sued for the well documented reception fails. A PR darling, Apple will have to do some serious damage control to stabilize their brand equity in the marketplace.

At the same time, Google just launched an awesome new service called App Inventor, basically allowing anyone to create fully functioning applications. Much like LEGO building blocks, you are able to piece your app together using pre-built components.

HTC’s is also making a splash in the marketplace aiming at Apple’s throat (or at least big toe) with their very capable EVO. If the rumored Apple recall does take place, I have a feeling many, but the most loyal, may be jumping ship to the even-more open platform Android is offering.

With all this going down at the same time, I believe Google could be making their mobile wedge in the market pie even larger if they play their cards right…. and it seems like they are.

And now back to waiting for either the EVO or iPhone 4 to come up the the technologically third world country we live in, aka Canada.

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Mush! – Digital Marketing Workshop on July 3

June 27th, 2010 · Events, Resources

Digital Marketing Workshop Speaker Mush

[tweetmeme]As some of you may know, Sled Island is coming to Calgary later this week and will be running June 30 to July 3.  Bands such as Golden Triangle, Ghost Factory, Signals and The Melvins will be hitting various stages in the city in this celebration of all things artistic and musical.

I’ve been fortunate enough to be invited to speak at the first annual Digital Marketing Workshop, dubbed Mush! by the very talented shazzmack and Patti Derbyshire from RTC. Workshop is split into three rotating parts titled: “Creative Briefs and Other Unmentionables“, “Tribal Love” and “Outlaw Images“.

Idea is to build our own Alberta grassroots answer to events such as South by SouthWest and bring together the bright, creative and motivated. You can read more about Mush! right here on the Random Task Collective blog and find out more about Sled Island on their website.

That said, the workshop I’ll be facilitating focuses on building a following with the best available digital tools, such as blogs, videos and social networks. Puling pieces together from my 10 years of experience in the online marketing business and mixing it with love of music, we’ll go through:

  • Building a tribal following using social media
  • Connecting and engaging with your fans
  • Creating long-term sustainable growth and engagement strategy

Workshop will be fast, furious and interactive and we fully expect the participants to walk out with a good strategy plan. I can’t wait!

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Social Media Strategy – Presentation

June 18th, 2010 · Events, Marketing, Resources

Social Media Marketing Strategy

[tweetmeme]I had the pleasure of participating in a great conference in Calgary put on by the good people at Acuity Forums, called “Executing Social Media”. Topic of the talk was: Art of Social Media: Strategy and Implementation and we went through what I believe are key stages in building a successful social media marketing campaign. Hashtag for the conference is: #acuitysm if you’d like to search it on Twitter.
The presentation itself is embedded below and the key takeaways are:

  • It’s more important WHO you talk to, rather then HOW MANY you talk to.
  • Always consider talking to your network’s network when you craft a message or a campaign.
  • Location based computing is well on its way and will likely dramatically change the landscape of search and proximity marketing.

When planning a social media campaign strategy, use these steps:

  1. People – Define out WHO you’re taking to. Build a markting persona.
  2. Objectives – Have realistic, achievable objectives, which you can measure against later.
  3. Core Idea – build your campaign around a single, simple core idea. Disjointed doesn’t win.
  4. Engage – Compelling messages are those that involve people. Ask for opinions, offer advice, have a REAL conversation.
  5. Refine – When things aren’t going your way, look at objectives, personas and how you’re engaging.
Social Media Marketing Campaign Strategy

Cheers,

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Review and Summary of The Art of Marketing Calgary

June 14th, 2010 · Marketing, Resources

Art of Marketing Summary TAOM

Fantastic event today, put on by the good people at the Art of Productions. I thought I would summarize some key points from today’s speakers:

Chip Heath – http://heathbrothers.com/

  • You can effect change by providing direction + motivation + clear path.
  • Study the bright spots! Sometimes the quickest path to change is studying what went right, and cloning the process to produce similar results.
  • In a battle of emotional identity vs logical consequences, emotion wins. Look to motivate change through the emotional trigger. Think of it as “How we want to see ourselves”
  • To change behaviour, consider changing the environment and simplifying the procedure you wish people to follow.

Sally Hogshead – http://sallyhogshead.com/

  • There are seven triggers we use to fascinate people: Lust, Mystique, Alarm, Prestige, Power, Vice and Trust
  • Check your own inate triggers at this F-Score page: http://sallyhogshead.com/f-score-personality-test/
  • My results were: Primary: Power, Secondary: Vice, Dormant: Trust
  • Create messages for your network’s network

Mitch Joel – http://www.twistimage.com/

  • Devices are untethering. Internet will be as pervasive in our lives as electricity is.
  • Rather then looking at how much (visitors, followers, fans) look at WHO you’re interacting with.
  • Language we use in how we describe things is very important.
  • Negative reviews actually garner more sales then positive ones! Go figure.
  • When looking at social media as a channel: check and see if you’re broadcasting… or engaging.
  • Check out this great video about effecting change: http://www.youtube.com/watch?v=vr3x_RRJdd4 (59 MILLION views!!!)

Gary Vaynerchuck – http://garyvaynerchuk.com/

  • In between F-bombs, A-Holes and select other curse words…
  • You can NOT buy your way into relationships and friendships. It takes time, honesty and open communication.
  • There are significant culture shifts happening now in the way we communicate, live and make decisions.
  • Facebook Credits are coming, and Gary believes they will be a major game changer: http://www.facebook.com/help/?page=837
  • Transparency is key. And you don’t have a choice about being transparent.

Max Lenderman – http://www.experiencethemessage.com/

  • Evernt marketing is only second to digital marketing in terms of growth
  • Creating branded experiences is more likely to stick in the customer’s minds
  • Experiences can’t be falsified.
  • Pop-up stores are becoming a new way of engaging customers
  • Do Good Things. You can’t assign an ROI to it, but you can make a positive change in the world, which is worth many ROIs over.

If you have anything to add… please feel free to comment! You can check out the tweets from the conference under #TAOM.

Cheers,

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