The Jennifer Aniston Smartwater viral video — that spoofs other viral videos — rose to the top of the AdAge viral video chart last week. Because of the spoof — it might lead to some discussion about what makes a video viral. Also posted at Learn the 4 Ps.
“Zappos CSR’s Kindness Warms Our Cold Hearts”
OK, we love Zappos here at Teach the 4 Ps (see previous posts). Yet it is great to see examples of how “knock your socks off” customer service fuels positive word-of-mouth. Read the post over at The Consumerist, “Zappos CSR’s Kindness Warms Our Cold Hearts” (January 17, 2010) for yet another example — be sure to read the comments, too. Also posted at Learn the 4 Ps.
“Tweeting to Sell Cars”
This Wall Street Journal article, ‘Tweeting to Sell Cars,” (November 14, 2010 – non-subscribers may have to use this back door link) describes the efforts of Lexus and Ford to get social media “opinion leaders” to tweet about their cars. The article also notes the legal restrictions imposed by the FTC. Good social media example.
“Good Experiences Motivate Women to Share Product Info”
What drives word-of-mouth? This short article at eMarketer “Good Experiences Motivate Women to Share Product Info,” (October 22, 2010) presents research that shows why women seek and share information. As an online survey, I am a bit suspicious of the representativeness of the sample, but it does give some insights to an important issue.
Levi’s Rocks Facebook With Branded Content
In the new edition of our book, Basic Marketing (which published last week – hurray!) we emphasize the role of useful content as an element of online promotion. Branded content ties a brand to some form of entertainment or useful information. It goes beyond sponsorship because typically the content is “found” when customers search online — or it is passed along to friends (think viral ad). See our new book for more. Levi’s gives an example of branded content when it brought rock band Nada Surf live to the Levi’s Facebook page. Levi’s picked up 45,000 new “Likers” with the promotion. As you may know, after a Facebook user indicates they “Like” a brand, the brand’s content appears on the user’s Facebook news feed — and can be seen by the user’s friends. Read about it in “Levi’s Rocks Facebook With Branded Content,” (ClickZ, October 29, 2010)
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