OMMA EAST DAY 2 YouTube Me-Too: Building Buzz Through Video (shortened due to dell laptop burning my lap)
Session Description:
If you upload it, will they watch? More often than not, they won’t. And sometimes when they do, it’s not for the reasons you intended. As viral video grows in popularity, it brings with it as many challenges as it does opportunities. What elements of a video give it pass-along appeal? What tactics can successfully jumpstart a video and give it its initial viewership? How should brands respond to parodies and other consumer generated jibes?
Speakers:
Ian Schafer, CEO, Deep Focus
Cynthia Francis, CEO, Reality Digital
Tom Ajello, Executive Creative Director, Agency.com
Fritz Grobe, Founder, EepyBird.com
Steven Starr, CEO and Co-founder, Revver
Moderator: Max Kalehoff, VP Marketing, Nielsen BuzzMetrics
- Social Media has almost become a cliche and many big marketers are jumping in
- A lot of money is being spent in the social media space
- What is the right way to join the conversation?
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What makes a video viral and how can we create something that people want to pass on?
- Coke/Mentos video
- Authenticity
- Document of Passion or obsession
- It is difficult to "push"
- No Need for high production value, organic
- Those who try to hard fail
- being more human
- Humor, pop culture zeitgeist
- Sense of levity
Tags: You Tube, Ian Schaferm Deep Focus, Cynthia Francis, Reality Digital, Tom Ajello, Agency.com, Fritz Grobe, Steven Starr, Revver, Max Kalehoff, Nielsen BuzzMetrics, EepyBird.com
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Sep 26, 2006
How would you rank/rate the speakers? Who was the most interesting/least and why? Just curious…
Sep 26, 2006
I would say that there is a lot going on at this conference that is common sense. Fritz Grobe (the guy behind the coke/mentos thing) made some of the more accurate statements about honesty and authenticity but, as a marketer, how do you employ that when you are trying to push your agenda?
Chuck Porter is up but, I would love to say more on your question pertaining to the entire conference
Sep 27, 2006
Adam,
Thanks for attending my panel, and your chronicling above. I would consider it a favor if you would offer any specific feedback on my panel. Personally, I think you note above the core issue holding back marketers and their agencies…”the one-sided agenda.” Marketers and agencies need to treat consuers like they would their friends. As Hugh McLeod’s cartoon caption goes: “If your friends talked to you the way advertising does, you’d punch them in the face.”
Also, as an extension of the panel, here’s a short interview I did with Stephen Starr, Fritz Grobe and Stephen Voltz, following our session. In addition to my very personal AttentionMax.com, I’m doing a video blog with my company, ARF and AAAA, around the topic of Engagement…here’s the Eepybird interview. http://consumerengagement.blogspot.com/2006/09/engagement-video-series-stephen-starr.html.
Cheers,
Max Kalehoff
Sep 27, 2006
Max
The reason that this post is so short and has little personal opinion is a simple one; I had to leave early
I did not want to but the problem with blogging in real time is, I tend to have my email and IM open and if there are any fires back at the office I need to tend to them ASAP.
I was very upset about having to leave early as I am familiar with you and your work and would have loved to begin a more meaningful dialogue with you. Hopefully we can continue the conversation in the blogosphere!
I am post the additional info you sent over. Thank you so much for that!
Sep 27, 2006
[...] Anyhow, in my coverage of OMMA I missed a few things. I had to run out of Max Kalehoff’s session prematurely so, I am providing as much subsequent information as my apology to those of you who would have like to have gotten more from my post entitled, OMMA EAST DAY 2 YouTube Me-Too: Building Buzz Through Video (shortened due to dell laptop burning my lap) [...]