Making a truly successful online viral marketing campaign is not an easy feat to accomplish. So when a golden opportunity to see a brilliant execution of a successful viral marketing campaign – and learn from it – presents itself, we’re definitely taking it! Here’s how Warner Bros. pulled it off.
In theory, the way socially driven news and content sites like Digg, Netscape, Reddit and so on work is that the community decides what content is good and what content is bad, and then the content is either buried or promoted to the home-page of the site for mass consumption. But there are always those that try to manipulate these sites to their advantage.
Lately, many companies who have requested my marketing services for their new product or web application feel that I can work my magic and make it so their sub-par product does really well. In reality, this is impossible. Marketing can only be successful when you have a genuinely compelling product. Sites like [YouTube](https://www.youtube.com), [Skype](http://www.skype.com), and [Flickr](http://www.flickr.com) all did well because of all the programming and product development that went into building great services which enabled great marketing to do its trick.
After reading the comments from Neil’s post on burying within Digg it seems that many of you are in favor of Digg opening up their bury data and making it transparent. In fact it seems to me that even those who didn’t like the post may be in favor of this because some truly believe the burying is legit – and this would prove it one way or the other once and for all.
Collactive, which dubs itself as a software service company that enables groups of people to share their opinion with each other and take action collectively, was all over news yesterday, with many people simply calling it a venture-funded way to ‘game’ socially driven news and content sites. Here’s an in-depth look at the what exactly Collactive aims to achieve, whether you should use it, and how exactly to use it.
This week on Rush Hour [Cameron](http://www.cameronolthuis.com), [Cshel](http://www.cshel.com) and [I](http://www.quicksprout.com/about) talk to [Chris Winfield](http://www.10e20.com/authors/) from [10e20](http://www.10e20.com/) and a mystery caller who claims to be [Kevin Rose](http://www.digg.com/about/kevin) from Digg. Throughout the show we discussed all the latest happenings with Digg, Guy Kawasaki’s new social site called [Truemors](http://www.truemors.com), and if it really was Kevin Rose or not on the show.
When Guy made the help wanted post on his site about two weeks ago, I was intrigued and sent him an email right away, hoping to get access to the new service he was launching. Now that the service has officially launched, I can safely share my findings with you.
You’ll probably recall a couple of months ago when Presidential hopeful Senator John McCain’s MySpace page was hacked. McCain’s site wasn’t really hacked at all per se, instead whomever had set up the page for McCain had done so using a popular template but instead of using their own hosted files (as was requested), they took the lazy route and simply hotlinked to the template’s creator, (who also happened to be Newsvine founder and CEO) Mike Davidson’s hosted images. Since McCain’s crew was hotlinking, all Davidson had to do was change the image that was being linked to and viola – McCain had a nice big banner in support of gay marriage (particularly between women) on his page.
We all know that the main reason why stories don’t hit the Digg homepage is because they get buried. Some say the buries are caused by specific Digg users who have it out for us while others just blame it on the content saying it wasn’t Digg worthy. Well last week we did a test on Pronet Advertising that shows Digg might be burying stories internally.
A few days ago we covered Facebook Classifieds, or more accurately, Oodle Classifieds on Facebook. Now Facebook has launched its own integrated version of classifieds on the site, called Facebook Marketplace. The marketplace is much better integrated with the rest of the site and as a result does a much better job of taking advantage of the social networking aspects of Facebook.
We talk about measuring success all the time and it seems that there is no one perfect way to measure success. Return on investment is usually the way I measure success but another great way to see if you were successful is to see if anyone copied you. If someone is willing to copy what you just did then you are probably doing something right.
eMarketer published a press release a few days ago highlighting the growth in spending on advertising on social networking sites, a possible reaffirmation of the results from Fox Interactive Media’s study on social networks and marketing.
One of the major reasons that I loved blogging with Matt Craven at The Blog Herald, David Krug at 901am, and love blogging with the Pronet Advertising team is that when they hired me and during my tenure at all of these sites, none of these people forced their ideologies on me or forced me to approach something in a manner that I don’t agree with.
The old saying “Sex Sells” never gets old, even in the world of social media marketing and Digg.com. […]
This week Cameron, Carolyn, and I discuss Neil’s new blog, [QuickSprout](http://www.quicksprout.com), as well [MySpaces acquisition of PhotoBucket](http://mashable.com/2007/05/07/photobucket-myspace-3/), [Ebays impending acquisition of StumbleUpon](http://www.techcrunch.com/2007/05/08/ebay-close-to-acquiring-stumbleupon/), the differences in user behaviors between various social media sites and the subsequent impact on strategies for leveraging those sites. We also discuss online reputation management and answer a chatroom question about how one would go about starting up a new social media site.