Hidden Dangers of New Media Marketing and Viral Videos

If you think that viral videos and new media marketing is just another medium of communication. You are fundamentally misguided. I recently explained the new media paradigm to a client and have produced a video of my presentation for you to see as well. I strongly recommend that everyone who was not born in the myspace generation watch this explanation of where media is going. For your own good.

WATCH: New Media Marketing and Viral Videos with Youtube.

PREQUEL:

Digg.com KOSHER Gaming. How to get to Digg's home page

Getting to Digg.com's front page is neither and art nor a spammy black hat trick. The best way to get to Digg.com's home page is the most valuable way. What I mean by that is that you will have to get a subscription to several DIGG CELEB sites ... ESPECIALLY news.google.com. You'll see why when you watch the video. Gaming Digg Video How To

To discuss this post and ask questions... Gaming Digg: http://sparkah.com/viewtopic.php?f=3&t=5

Google Adwords Consultants and Adsense Web Marketing

Here's the truth. Adwords Adsense are not viral in nature. They are strictly a linear means of converting a marketing dollar into a profit dollar. This is fundamentally against my entire philosophy of killing flocks of  birds with one stone then having that stone fall into a pond and kill every coy in that pond too. Then having all the frogs die because ... well.. you get the picture.

BUT Adwords and Adsense are absolutely necessary as a part of your entire marketing blend. WHY? for nothing more than budgetary benchmarking. If you spend 5 dollars per click through with adsense, and it took 200 cts to generate a sale, now you know that it costs $1000 per sale with an Adsense bench mark.

BUT. You also know how much your competitor is spending! That would be the guy that is one notch higher than you are for the same search result. We can take this competitive business intelligence and leverage it to make marketing extremely painful and expensive for your competitor. Then we take the same data and make it half as costly to generate the same sale... How? well... Let's Talk... see me at GOOGLE ADWORDS Consultant London San Francisco

How to elicit personal demographic data willingly for Business Intelligence

First of all, lets imagine you are a fortune 1000 ceo or cxo. You can skip the next couple of paragraphs. For everyone else, YOU MUST understand the import of collecting sensitive personal private demographic data for the purpose of targeting your relationship management strategies. Ugh. That sounded really collegiate! In anycase, we are working on the assumption that you now have USERS of your website and not VISITORS as per the last post... OK here goes....

If you understand how old and where a registered user of your website lives, then you will be able to custom target location based marketing and or educational programs for them. Here's an example, lets say you sell ankle splints. Since this is day one of the new year and I am hanging out in Library Square Bar in Vancouver, there are tons of people slipping and spraining their ankles here.

Since you are an intuitive genius, you know where I'm going with this. If you have demographic data including location and age, you will be able to target your messages to maximize relevancy and minimize invasive advertising. You will only send a special slip fall email to the members of your website who live in vancouver, seattle, ottowa, the new england states, etc. 

Lets imagine you own a chain of psychology clinics. If there is a traumatic event in a part of colorado, you will be able to pinpoint the members of your website who live local to that even and ask for their participation in calling the local news agencies to set up a televised support session.

YOU MUST KNOW every personal detail about your users as you can.

HOW to elicit personal demographic data willingly, the best practices.

OK, all you big wig CEO's who get million dollar severances can tune back in. Never, never, never require personal demographic data without a direct EXPLICITLY DIRECT benefit for the user. You cannot build confidence in your self, website, agenda, etc by making your market feel compromised for something they want. In otherwise... NEVER say, "give me your email address and I will give you a treasure map to your dream car."

The kosher version of this is, "Give me your email address so that I can tell you when I am done with my blog post that will show you where to get your treasure map to your dream car."

YOU MUST SHOW direct relevancy. 

If you ask for age and gender, make it a no brainer for your website members to see how it benefits them. How could surrendering age and gender possibly benefit a user. What is the most priceless thing for most humans? A passionate relationship! In the same way a dating website makes it clear that age and gender divulsion will help you get laid, in a niche industry, if there are women here online... I want to know how old they are and I want them to know how old I am. This is the most gutteral example I could think of. But the principle remains. Make every piece of data you ask for DIRECTLY of valuable to your websites' user base. 

One more example so you get the import of this issue. Even if you have a website on... oh, i dont know... selling car parts. You want location information because maybe you will find that you have a strong concentration of users in the San Diego Area. Well... you would be smart to use that information to host a private site members only hosted bar party after the San Diego Auto Show. 

But since you asked where your members live, They must see that if there is ANOTHER 1976 Camero fan anywhere within 60 miles of them, by revealing their own address, they have access to the 1976 camero club. Imagine if there was a 29 year old tall bombshell in Del Mar, CA who needed your extra camero radiator AND help installing it!

You MUST follow the policy: "If its good for the goose its good for the gander!" Make every piece of data that will pinpoint your marketing efforts and dollars intrinsically beneficial to the person submitting that data.

Now, you can create an empire.

This data is best requested and recorded via a software called ELGG. It's free. For help installing it from a elgg installer or elgg programmer... which may cost a few pennies... ask your questions at http://sparkah.com

Questions or comments about data mining and elgg??? http://sparkah.com/viewtopic.php?f=2&t=10

Grand Master Style Sheet

So far, we've established in our last blog posts how to begin architecting a web viral marketing strategy. You will notice that we haven't even touched content development or marketing creative. This is because your infrastructure must be in place before you spend a single penny on the actually marketing pieces.

Before we get too far. You and I both know that since you have a collection of email addresses, you really should put it to good use. Make sure that you do NOT use these email addresses for anything self serving YET! I MEAN IT! NOTHING!

Each email must only deliver the promised notice of a new educational or entertainment series on the related to the market you are targeting. Basically, what we are doing is creating the most friendly open free range mulching grounds. This is the grand master of all processes.

Then, at a rate of about 2x a month, offer valuable unique NON SELF SERVING EMAILS. What ever your industry, i'm sure that you have some tidbit that will make you look like a omniscient oracle. Give value in short emails. 

Once you have over 2000 email addresses where you have built up a strong credibility base and good will. You can now start collecting the truly valuable online demographic data. Install an open source facebook clone web application called elgg. With elgg... you will be able to get your users to get YOU each other's demographic data.

In other words, two users will communicate about a video or how to doc or blog post or email you sent out. One user will ask another user what his/her real name is, age, location, etc. And now that they are grazing on your fields, you become the de facto beneficiary of all this valuable data. 

But don't get me wrong. For a long term success, you must never fleece your citizenry. Even when you milk them, make sure they enjoy it. I'll explain how to build in mutually beneficial ecosystems online next... 

To ask questions about collecting demographic data.

Bullet Proof Viral Marketing Architecture for FREE

Ok... so now that you know how important collecting personal information from each of the anon subscribers and visitors that hit your website or youtube from around the world, lets talk about how to do this... FREE.

Personally, I actually recommend the free solutions regardless of the size of your pocket book. This is because all the free solutions are owned by google and are directly tied into google's vast network and database of users. 

This is to say that IF you choose a personal enterprise equivalent to anything I'm about to tell you... you may have a few more bells and whoopie whistles... BUT SORRY... you'll be belling and whistling in the middle of a dessert where there are no roads leading to you.

So... I dont know if you've been observant enough to notice what I am doing with my own consulting site structure.  Let me lay it out for you. 

The highest viewer to content producer ratio on the internet right now is YOUTUBE. Think about it. Why blog if a million people blog daily but only three people read blogs a day. Didn't use to be that way... See http://www.engadget.com it was one of the first tech blogs. Now, it makes many thousands of dollars every DAY!

Now, the tide is in youtube's favor. Few people have video cameras. Even fewer have anything interesting to say. And even fewer can say it entertainingly. So. I always go where the allegorical male-female ration is in my favor. I start with youtube.

BUT... now... how do I build my own web and create personal relationships with all these anon subscribers, AND collect personal contact / demographic data?

To ask questions about this post use the viral marketing forum: http://sparkah.com/viewtopic.php?f=2&t=7

First rule of web viral marketing. Create your own interwebs.

This is rule number one. In order for you to have maximum success potential on any and all web marketing campaign, you MUST create your own interwebs. 

I know. Thats a dumb word. But if you dont, you are even dumberer.

This is why. If you amass a million subscribers in youtube, get to page one of google under any and all key words, have a huge network of friends in digg, but don't have your very own intimate relationship with the people you've build into following you, then you are dating the most sexy person in the world through a surrogate and proxy.

Think about it. You have all these people. You have all these relationships. BUT do you know anyone's real name? Anyone's real geographic location? Demographic? What about a simple email address? 

This is all 100% ABSOLUTELY important. If google changes it's algorythm, youtube disables viewer hijacking, and digg shuts you out for being a spammer... what do you have left?

So then how to gather personal contact information from your subscribers? Let see... 
To ask questions about this post see:  http://sparkah.com/viewtopic.php?f=2&t=6