Do brands care what people in social networks say about them?

Here's one question we'll want to address today, after viewing examples of viral videos and considering other brand strategies using social media. Once a brand message is disseminated through the "word of mouth" network of social media, what happens next? Is it still just one-way communication, from brand to consumer? What's new about this approach? What might be the implications of viewer/user/community member comments?

Social media and ad models

MySpace model: Brands become part of the MySpace community by establishing pages and offering video content, music files, digital postcards, wallpaper and other products to MySpace community members, who may use these digital products on their own pages. Also, eight-second pre-roll ads run before Minisodes, a venture between Sony and advertiser Honda Fit.

http://vids.myspace.com/index.cfm?fuseaction=vids.channel&ChannelID=191067183

YouTube model: Brands upload video footage or offer footage at microsites, hoping it will go viral and be used in mashups and remixes created by fans (or evangelists) of the brand.

http://www.youtube.com/watch?v=t7Ig2JJRpdo (Gears of War example, with more than 5 million viewings and 700 different mashups)

http://www.youtube.com/watch?v=CzG_oHDLZdc ("Spoiled Rich Girl" example, for Dominoes Pizza)

http://www.youtube.com/watch?v=eYOJXUeKfHs (Samsung, from Viral Factory)

http://www.youtube.com/watch?v=VNnkIww7Gwk (Ravenstoke "documentary" for Axe)

Most of the above were seeded at microsites (like gametrailers.com) or like this one, from Axe:

http://www.axebcww.com/
(A campaign for Unilever’s Axe body spray and deodorant launched in spring of 2007 used a microsite, or a small product-based web site, to offer downloads of its Bom Chicka Wah Wah commercials, ringtones, and theme song.)

Old media model in digital media: Brands pay creators of popular online videos to include their products.

http://www.youtube.com/watch?v=XhI5iMGz7JI (LonelyGirl15 episode from summer 2007 and Neutrogena)

Here's the twist:

http://www.neutrogena.com/spencer.asp (Neutrogena's official site plays along)

Big agencies and social media

Check out these links to see how large agencies are handling social media. One interesting view is that of Edelman's Steve Rubel, who foresees a new career path for "geek marketers" (Sept. 4, 2007, post on his blog):

http://www.micropersuasion.com/

Also download Edelman's "A corporate guide to the global blogosphere: The new model of peer-to-peer communications," at

http://www.edelman.com/image/insights/content/WhitePaper011107sm.pdf

Here's a brief look at Weber-Shandwick's social media initiative:

http://www.webershandwick.com/Default.aspx/Capabilities/SpecialtyServices/InteractiveSocialandEmergingMedia

Here's a look at Fleishman Hillard's word-of-mouth services:

http://www.fleishmanhillard.com/Client-Solutions/grassroots-marketing.html

The Word of Mouth Marketing Association:

http://www.womma.org/

And the Viral Factory:

http://www.theviralfactory.com/

Sample job ad

med3q Seeks PR Specialist for New Social Network - Fort Worth, TX
PR Specialist needed for a new social network in the healthcare field. 2-5 years experience in PR agency or in-house with tech or web-based company
Please send your resume and cover letters to resumes@promotesuccesspr.com. We are conducting interviews next week and need to fill the position quickly. Details med3q (www.med3q.com ) is looking for a full-time public relations specialist to help run its online PR and marketing campaign for a new social network in the healthcare field. This person would ideally have 2-5 years experience in a public relations agency or in-house with a technology or web-based company. The specialist will work on-site at med3q's offices in downtown Fort Worth, and work closely with the PR agency. Public Relations Specialist . Assist PR account team to prepare executives for media interviews . Contribute to website content . Answer media inquiries . Make media calls . Draft press releases . Coordinate a speaker's program for senior executives . Project manage a weekly online radio/podcast program . Coordinate with designers for specific web-related projects . Monitor blogs for company mentions . Place stories in blogs . Distribute press releases online . Build lists and maintain databases . Manage a review program . Manage clips . Weekly reports to management . Coordinate bugs and fixes with website development team