Marketing Mainstream: Online Video

Several years ago, we floated the idea that advertisers would be able to produce online videos that would attract as much attention as any broadcast advertisement. Some people thought the idea was very funny (given the frequency in which people insist they hate advertising).

Yet, in the last 18 months, that is exactly what happened as 200,000 tuned in this week to watch the Eyebrow Dance from Canbury, 325,000 viewed the T-Mobile Dance from T-Mobile, and thousands more continue to watch Extreme LED Sheep from Samsung, a video that has already garnered more than 8.5 million views. There is enough interest in online video advertising, in fact, that Video Measures compiles a real time Top 10 Viral Videos Ads of the Week Chart.

"It's not a niche activity anymore, it's a fairly mainstream activity," Matt Cutler, vice president of Video Measures recently told Abbey Klaassen of Advertising Age. Despite more than 20 hours of new video added to YouTube during every minute of every day, there is plenty of room for advertisers to produce an online video that becomes viral.

Viral Videos Are Usually Part Of Integrated Campaigns

During the interview, Cutler also noted that advertisers began to seriously look at online video shortly after the last Super Bowl when their joint study revealed Super Bowl campaigns captured 99 million viewers compared to the 98.7 million viewers that watched during the broadcast. For the first time, marketers realized that a single online video might reach as many people as broadcast television.

However, Cutler also concludes that online video success doesn't happen in a vacuum. The best online videos are usually tied to an integrated campaign that helps connect the video with viewers. Additional advertising support, public relations, and social media all play a role. After that, assuming the video attracts critical mass, its own momentum can carry it forward as popular videos tend to attract larger audiences.

Once A Video Goes Viral, Then What?

While the prospect of capturing several million viewers is appealing, advertisers still need to overcome the notion that "viral videos" can be made. The reality is that while advertisers can make a video, its propensity to become viral is determined exclusively by the online audience.

Of course, there is something else to consider. Even viral video success stories might be empty if there is no purpose beyond popularity. Specifically, making a video is easy; ensuring it goes viral is virtually impossible (most do not); and weaving in a message that has an impact or achieves an outcome remains as elusive as ever.

Celebrating Words: Independence Day

When in the Course of human events, it becomes necessary for one people to dissolve the political bands, which have connected them with another, and to assume, among the powers of the earth, the separate and equal station to which the Laws of Nature and of Nature's God entitle them, a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.

We hold these truths to be self-evident, that all men are created equal, that they are endowed, by their Creator, with certain unalienable Rights, that among these are Life, Liberty, and the pursuit of Happiness.

That to secure these rights, Governments are instituted among Men, deriving their just powers from the consent of the governed, That whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or abolish it, and to institute new Government, laying its foundation on such principles, and organizing its powers in such form, as to them shall seem most likely to effect their Safety and Happiness.

Prudence, indeed, will dictate that Governments long established should not be changed for light and transient causes; and accordingly all experience hath shewn, that mankind are more disposed to suffer, while evils are sufferable, than to right themselves by abolishing the forms to which they are accustomed. But when a long train of abuses and usurpations, pursuing invariably the same Object, evinces a design to reduce them under absolute Despotism, it is their right, it is their duty, to throw off such Government, and to provide new Guards for their future security.

Few compositions have changed the course of world events more than the above preamble. If you are so inclined, you can read the rest of the document here. And once you do, let me know if you still believe that mere words might not have the power to shape a nation. Happy Fourth of July.

Be happy. Be safe. Be grateful. And above all, be free.

Messaging: What Is It Anyway?

Any time Geoff Livingston writes anything about "messaging," I had a tendency to put my cup of coffee down. I'm likely to burn my lip or stain my shirt.

So back on June 16, coffee in hand, I started to put it down shakily as I read the headline of a Livingston post. "Conversation Starters: A Modern View of Messaging." Oh boy, I thought, it's still early here on the West Coast.

But as I read on, I stopped short of the coaster. His post wasn't to point out the evils of message control (as some people use interchangeably with message management), but rather the prompts for companies to reevaluate their messages. It wasn't too early after all.

A Modern View Of Message Management

I'm not really sure where message management became entwined with guarding company secrets or spinning away questions to avoid pertinent answers, but what Livingston describes as the modern view of message management is what I always believed it to be. Externally, it's fluid and responsive to the public. Internally, it's just a way for everyone to be on the same page.

After all, it takes 80 impressions (some say as many as 240 impressions) before a message begins to stick. So, simply put, if Bob says the best feature is price, and Sally says the best feature is quality, and Fred says the best feature is delivery, then the consumer — much like reading 20 bullet points in a newspaper ad — won't remember any of it. And frankly, chances are that two of the three are wrong anyway. Who knows? Maybe they are all wrong.

So what Livingston proposes in his post is quite simple. What do the customers say it is? Unless they are factually wrong, that is probably what the message ought to be.

Of course, that's not to say that companies can't start somewhere. Propose any authentic message you want. The lesson here is just don't marry it. Hmmm ... I'll drink to that. Next cup is on me, Mr. Livingston.

Bullying Employees: Organizational Risk

According to Gary Namie, director of the Workplace Bullying Institute (WBI) and author of the new book "The Bully At Work," published in 2000, workers are feeling the heat, as the bulk of workplace harassment cases involve superiors taunting employees. Although the survey sampling is small, some of the findings are interesting.

WBI Survey: Economic Crisis and Bullying

• 75.4% of perpetrators have higher a position than the target
• 65.9% of perpetrators are female; 81% of targets are female
• 27.5% said the bullying has become worse since the recession

"People are more stressed because there's no escape," Namie told The Miami Herald, saying that recessions trap employees to suffer from verbal abuse, humiliation, career sabotage, or intimidation.

For organizations, higher management might sometimes miss the warning signs and symptoms of bad leadership. As a result, the bullying continues with employees too afraid to report the infractions. But according to the International Institute of Management, there are several warning signs that top management and boards ought to consider.

Ten Signs That A Bully Is Leading The Team

• Management that does not allow disagreements and expects agreement in any public setting.
• There is limited or no leadership performance review for employees to provide feedback.
• Recruitment, selections and promotions are based on internal political agenda and personal loyalty.
• Some departments are underutilized while other departments are overloaded to make up the difference.
• Plans are heavy on talk but light on action; management tends to end programs and talk about programs that never develop.
• There is frequent and heated division, with language more focused on point scoring and buck-passing than sharing responsibility.
• Management wastes more time and energy on internal attack and defense strategies instead of executing the work.
• Leaders spend most of their time on fire fighting instead of proactive planning for next-generation products and services.
• Morale deteriorates and employees suffer muted commitment and enthusiasm compared to other teams.
• There is a high rate of absenteeism and a high employee turnover rate, with past employees spoken about poorly.

Sooner or later, key decision makers have to make the argument that the bully's too expensive to keep. In today's communication environment, it is only a matter of time before employees begin to publicly undermine the organization out of frustration because bad leadership tends to stick to the organization as a whole rather than the individual perpetrator.

A Bright Contrast To Bad Leadership

Years ago, when I first began studying leadership, Johnson Controls Inc. (JCI), a global leader in automotive, building efficiency, and power solutions, became a source of fascination for me after I was introduced to it by the book "In Search of Excellence: Lessons from America's Best Run Companies." I was interested enough that I purchased some stock at the right time.

However, over the years, it seemed to me that some of the qualities cited in the 1988 book (especially employee relations) were beginning to erode. So I sold most of the stock, but continued to keep tabs on the company. Last Tuesday, the company reported a second quarter loss of $193 million, or 33 cents a share. It doesn't expect positive earnings until the fourth quarter of this year.

Where's the bright light? Forbes reports that 140,000 employees of Johnson Controls took part in week-long series of discussions at more than 1,000 company locations around the globe one month ago. They were learning and exchanging ideas about how to sharpen the value they bring to their customers.

"Only 10 to 15 percent of our employees are customer-facing," said CEO Stephen Roell. "But our customer focus means examining all the interactions and hand-offs that take place inside and across the company. It's important that each employee see the connection between what they do and the customer experience, that they see that each of them has a vital role in that relationship and the satisfaction of our customers."

Aha. See the difference? Leadership.

Killing Quietly: Social Media Is Often Silent

When most people talk about social media and corporate reputation, they talk about being prepared for social media firestorms, stakeholder perception, and how people are more likely to purchase products from companies they trust. All of these conversations are certainly part of the equation, but what about the subtle stuff? Does it matter? Should we care?

Several months ago, Michael Sommermeyer, court information officer for the Eighth Judicial District Court and the Las Vegas Township Justice Court in Las Vegas, posed his son's question: “If a tree falls in the forest, will it make a sound?”

Sommermeyer then applied the question to social media, asking "If an A-lister Twitters alone in the wilderness, will anyone hear?" He's not the first person to ask. He certainly won't be the last. And yet, more and more, I think it's the wrong question.

We no longer have to hear the tree fall or tweet chirp.

Online public sentiment toward people, products, companies, and organizations doesn't have to erupt in some fiery fashion like the favored case studies among social media speakers. The real danger is that there will never be a sound nor will anyone hear the explosion.

Or, to borrow the analogy I employed on RecruitingBlogs, maybe you don't have to hear the fall when the epicenter resembles the aftermath of the 1908 Siberian explosion. The unaddressed wreckage speaks for itself.

Sure, the Tunguska event took place after a ball of fire exploded about 6 miles (10 kilometers) above the ground. But it doesn't always have to be that way. Social media is much more likely to knock one tree down at a time, slowly eroding the brand. Nobody hears anything.

Since we've started researching online sentiment for several companies, organizations, and industries, we've noticed that most of the damage is subtle, seemingly one tree at a time.

• A public utility with customer service complaints written out in vivid detail, including customers left without heat for a winter weekend.
• A physical therapy practice considered area experts in its market, but with an online presence so thin that prospective patients are more likely to find faith healers.
• A government agency that invests 90 percent of its time answering questions posed by traditional media while ignoring citizen advocates that are 90 percent more likely to adopt the agency's message.
• An entire industry suffering from a labor shortage, with recruitment efforts being undermined as potential employees discover more than 80 percent of all online comments are negative and the remaining 20 percent are best described as neutral.

In all of these cases, there was no thunderous explosion. The challenges are subtle, with one tree dropping at a time until entire forests are laid bare or, if you prefer, the brand has eroded beyond recognition. And this is the way most brands end, not with a bang but a whimper.

Uniting For Iran: Bloggers Unite

News organizations may be restricted inside Iran but various reports still manage to make headlines, ranging from militiamen "carrying out brutal nighttime raids, destroying property in private homes and beating civilians in an attempt to stop nightly protest chants" to several British Embassy employees being targeted and detained.

The turmoil began as a national disturbance shortly after the polls closed on June 12. It continues to escalate as protesters reject reports that Mahmoud Ahmadinejad, who assumed office in 2005, earned more than 60 percent of the votes cast. The election was rigged, they say. More than 2,000 Iranians have been arrested and hundreds more have disappeared since.

"We have enjoyed so much freedom for so long that we are perhaps in danger of forgetting how much blood it cost to establish the Bill of Rights." — Felix Frankfurter, Associate Justice of the United States Supreme Court, 1939-1962

Not everyone. People from around the world are uniting for free elections in Iran. Some are sharing their thoughts on blogs and social networks such as Facebook and Twitter. Many of them are asking their readers, followers, and friends to visit Amnesty International or other human rights groups to take action.

But even those who do not take direct action can have an impact as elected officials and government leaders around the world look toward social media to gauge public sentiment. Members of the media do too. Since June 12, social media has hastened the shift of some administrations from painfully dismissive to cautiously concerned.

Of course, not everyone agrees. Sure, Matt Sussman was only penning satire, but not all detractors do.

"I believe there are more instances of the abridgment of the freedom of the people by gradual and silent encroachments of those in power than by violent and sudden usurpations." — James Madison, Virginia Convention, 1788

Madison might have been talking about the United States in the late 1700s, but the sentiment can easily be transplanted to today. Sometimes, I think people forget what it was like five or ten years ago when the most action any member of the public took over political unrest was grumbling at a television set.

Does it matter? Of course it matters. It matters just as much as the groundwork laid by Gandhi through the Satyagraha in India. While the exact reasons for the British departure is more likely related to the creation of the Indian National Army and the revolt of the Royal Indian Navy, the foundation for such events and the global perception of British occupation was set much earlier.

Does it matter? The Guardian reports, maybe so. We tend to agree. Silent acceptance and excuse against any action are most often the preferred means of oppressive governance. It's so much easier to rule when the people do nothing, believing themselves unfit.

"Many politicians are in the habit of laying it down as a self-evident proposition that no people ought to be free till they are fit to use their freedom. The maxim is worthy of the fool in the old story who resolved not to go into the water til he had learned to swim." — Lord Thomas Macaulay, politician, essayist, poet and popular historian, 1800-1859