Archive for the ‘bringtheloveback’ Category

Love anyone?

June 30, 2008

I have the honour to have admin rights on getinspiredhere, the collective blog related to the “inspiration anyone”-viral video (the sequel of Bring the love back)

I must say I’m pretty disappointed by the stats of the viral video (less than 5000 views so far on youtube versus 150.000 for bring the love back – and 3000 versus 180.000 on dailymotion). I don’t think it’s a question of seeding strategy. The seeding strategy of “Bring the love back” was minimal and the video became a success mainly thanks to the enthusiasm of David Armano.

Quality could be an issue. I still think that Inspiration anyone is a great vid but I agree on the fact that there are some minor flaws (mainly in editing).

Basically, I agree with Peter Kim¬† when he states that “(perhaps) it hits too close to home for agencies”. Besides, the video carries a message telling us that it’s not that simple. It confronted me with my own ignorance. Of course, we have to listen to the customer and I think we all know that; of course, balanced conversation is key; of course we have to rethink the way we make marketing; of course…. but how do we aknowledge the changes while maintaining the system? (major online players selling added value to the advertisers).That’s the whole point of getinspiredhere and that’s why we need you there ūüôā

Advertisements

Demanding students

August 29, 2007

I accepted to be one of the 5 speakers for the annual congress of the “Fondation Marketing” annual students event of November 6th¬†2007 in the Bozar (probably Brussels most beautiful location). The theme will be Consumer centric Marketing (defined in the event desciption as user generated, participative marketing and targeted advertising)

I just received the briefing. I am totally free to define the approach and the content of my presentation and I’m expected to talk during approximatively 40 minutes. The briefing mail states that the audience is demanding (gasp!). 700 attendees are expected (gasp again).

I didn’t determined the details of my presentation but I’m currently reading blogs posts like “The dumbness of the crowds” or “Are you a giver?”nfor inspiration

If you had to propose me a link on your blog to inspire me for this future presentation, which one would it be?

Listen and listen good

June 14, 2007

Next week, I’ll be flying to Cannes for the Cannes Lions week, one of the worldwide biggest advertising awards. I can’t wait to be there.

What’s an advertising award? Basically, it’s an award for the best talker. Correct me if I’m wrong but I don’t think there’s somewhere an award for the best listener and that’s a shame. So… Let’s launch this initiative from the blogosphere!

Here’s, in a nutshell, what I have in mind:

– Collect all your stories about brands that demonstrated an ability to listen and be responsive

– Create a separated blog to present the cases

– Make a little noise around the award (the concept is only viable if we receive a lot of cases)

– Make a monthly survey to present the listener of the month. In 12 months as from now, present the cases to a large audience (bloggers but also some non-bloggers) and elect the listener of the year.

Dear bloggers and friends, I would really like to read your feedback on this. What do you think about the idea? If you like it, what would be the best way to promote it? Do you already have cases in mind?

corwin_ear.jpg

This idea was inspired by Bring the love back and by Mack Collier’s blog checkup series. Thanks!

What do you expect from a great lover?

May 29, 2007

I just stumbled upon this wonderful way to compare marketing, advertising, PR and branding. Still, it should be completed.

adexpert.jpg

I add:

–¬†Sales: If you become my lover, you receive a second lover for free (money back guarantee!). Call now!

РConversational marketing:  What do you expect from a great lover?

– Viral marketing: Send this video showing the great lover I am to all your friends

Found via D-ring

Bring the love back: What’s next?

May 18, 2007

It’s maybe too soon to do the aftermath of the Bring the love back action but I thought that 10.000 views on dailymotion was a good opportunity to talk about this case.

I won’t make a recap of the full genesis of the project (everything is on bringtheloveback.com). Geert, who carried the project from start to end also initiated the viral aspect of the campaign. Geert received the video wednesday¬†at 7.30 PM CET and posted it immediatly on dailymotion and the movie was embedded on the bringtheloveback blog.

The first thing we did after the posting of the video was to send a mail to a limited number of contacts (about 15) of the blogosphere. Not only class-A bloggers but only good bloggers (some of them, despite an excellent blog have an authority 1 on technorati). The rule wasn’t their power of influence but the fact we had a real relation with them (I already have had online discussion¬†or a¬†mail discussions with all bloggers in my list).

For that kind of action, I guess you need a little piece of luck. In my blog post, I wrote that I was hoping that David Armano (who wasn’t in our short mailing list) would like the video. David is obviously a king of monitoring and reacted immediatly in my comments, posted the video on L+E and twittered about it.¬†This was the real start of the virality. Thanks to David, the video was taken over by major blogs like Jaffejuice, Beyond Madison Avenue, futurelab, marketingfacts, successcreeations, whatsnext, servant of chaos¬†and many others. Other major bloggers like CK, Craphammer or¬†Technomarketer helped us big time.

But is it really a success? For the figures, I have not enough¬†benchmarks in B2B viral actions and, honestly, I don’t really care and I don’t believe it’s a metric of success.

I care about the many conversations that are happening on all the blogs, the friendly confrontations between the enthusiasts, the surprised ones, the sceptics and the Microsoft-haters.

I care about what will happen next: How will we (Microsoft international) build on this, change our image, fullfil the promises, continue the conversation, draw and share conclusions.

Bringthelove back is allmost a one-man project. Geert worked on this with vision, method, creativity, guts and belief and managed to transform our Microsoft Belgium positioning in a worldwide conversation on advertising and the place of Microsoft in the online advertising landscape. Thumbs up, my friend!

Conversation economy: The movie

May 16, 2007

A while ago, I had lunch with Geert, our Belgian trade marketing guru and he explained me an ambitious project he developed together with Stef Selfslagh, from Openhere: Here’s the result:

The conversation economy already had its emblematic article, it now have its viral video. I hope David Armano will like it ūüôā