I'll tell the whole wide world...

Chris at Movie Marketing Madness got an IM from his pal Tom earlier:
[15:29] Tom: dude, miami vice looks madd good
[15:29] Tom: i had someone text me today FROM THE THEATRE about it

The world is now moving at the speed of the internet. Someone enjoyed a movie trailer, they texted a pal, who IMed his buddy, and the next thing you know that positive endorsement of Miami Vice is on the most influential movie marketing blog on the internet, within minutes.

Marketers are so concerned with creating 'buzz' for a product, yet they are missing the boat here. The key isn't creating buzz, it is giving the people that are ALREADY buzzed about your product, the ability to as quickly and seamlessly as possible, communicate their feelings about your product to others.

Your job isn't to grow your community, your job in a Marketing 2.0 world is to EMBRACE and EMPOWER your community to market FOR you. Identify the community members that WANT to spread the word about your product and brand, and give them all the tools they could possibly need to spread your message.

The days of marketing TO your community are over. Your only choice now is to embrace the community as your marketing partner and market WITH them.


posted by Mack Collier @ 11:36 AM,

17 Comments:

At 4:21 PM, Anonymous Ben Yoskovitz said...

It is amazing how fast things can move...but...

"...it is giving the people that are ALREADY buzzed about your product..."

This makes complete sense, except it also begs the question, "how do we get people buzzed about the product in the first place?" For many lesser known/smaller sites (less popular blogs, etc.) making people aware still has to be the first step. They can't be jazzed over something they don't know about.

"Your job isn't to grow your community, your job in a Marketing 2.0 world is to EMBRACE and EMPOWER your community to market FOR you."

Again, I agree and this sounds wonderful. We've seen with popular sites/blogs or brands that when they're open to the community and they empower the social engine of the Internet to do things, they benefit (and when they're closed off to the community and trying to market only TO them, they can falter/fail).

But for the small fry building a community is still a struggle, even a small community. A small business/website owner might be chomping at the bit to be open and empowering but might not have anyone to be open with or empower.

Still nice to think at the level you're talking about; have the community, empower the community, let them do the marketing for you...

 
At 5:09 PM, Blogger Kim Klaver said...

What's you take on manufactured buzz - the kind that say P&G is doing with their 'vocalpoint' program?

Should the moms fess up that they are on the take (even if it is just free products)? Should a buzzer disclose an affiliation if they have one?

In the name of transparency among friends at least.

Paid word of mouth feels different to me, so I'd like to know the motivation behind the buzz.

What's your take? Would it matter to you if your friend were being paid to tell you about something new, but you didn't know?

My take on this:
http://kimklaverblogs.blogspot.com/2006/05/should-pg-moms-disclose-theyre-on-take.html

http://kimklaverblogs.com

 
At 8:29 PM, Blogger Mack Collier said...

"What's you take on manufactured buzz - the kind that say P&G is doing with their 'vocalpoint' program?

Should the moms fess up that they are on the take (even if it is just free products)? Should a buzzer disclose an affiliation if they have one?"

Yes, yes, and YES!

And besides, studies have shown that disclosing your relationship with the product you are endorsing can actually INCREASE the chance of your friend buying it also.

If you approach the exchange honestly, and use it as a chance to educate your friends about a product that could benefit them, then the results will be positive. Failing to disclose involvement in such a 'buzz' program helps none of the parties involved, IMO.

 
At 8:36 PM, Blogger Mack Collier said...

This comment has been removed by a blog administrator.

 
At 8:50 PM, Blogger Mack Collier said...

"It is amazing how fast things can move...but...

"...it is giving the people that are ALREADY buzzed about your product..."

This makes complete sense, except it also begs the question, "how do we get people buzzed about the product in the first place?" For many lesser known/smaller sites (less popular blogs, etc.) making people aware still has to be the first step. They can't be jazzed over something they don't know about."

I talked to Ben via email, and his above comment was focusing on a product he sells which creates a 'fake' newspaper, and inserts the name and information about a person into the stories. The idea is to send these as a gift, as you would an e-card, or a gift certificate. You can learn all about them here at his site IGotNewsForYou
and I'd invite everyone to go quickly check it out.

Now that everyone's back....my first thought was that 'whoa this looks dangerously similar to BetterBadNews'.

After reading, and laughing at the Clinton page you made, my second thought was 'Where's one for Scoble?'. Or Jason Calacanis. Or Doc Searls, or.....you get the idea. I would pick a few A-Listers, make one for them, send it to them, and THEN update your site to inform the readers that you've sent the page, and add 'We are waiting to see what Scoble/Doc/Jason's reaction is'. More than likely, one of them will find it funny, and post about it, and your off!

As for building your blog, you're doing the best thing you can right now, coming to other blogs and interacting with the community! That's all it takes!

I would seriously start working on a IGotNewsForYou page for some of the A-Listers, send it to them, and wait for them to blog about it.

That's my advice, what say the rest of you?

 
At 9:11 PM, Anonymous K said...

Speaking of marketing and movies...
I think the marketing around Snakes On A Plane is brilliant.
So much that I found myself blogging about it.
Yeah blogging about a movie called Snakes On A Plane.
Mind blowing.

 
At 9:16 PM, Blogger Chris Thilk said...

I just want to say that Mack took what was supposed to just be a funny little anecdote and really turned it into something golden here. A mix of not enough energy, not the right attitude and other things led me to not flesh it out very much and so I'm glad Mack was there for the assist.

 
At 9:30 PM, Blogger Mack Collier said...

"Listen. Learn. Utilize."

You definitely got your point across. I'm just better at running off at the mouth than you are ;)

 
At 11:16 PM, Blogger Cris, Denise, and Robski said...

Hey Mack, I'm trying to market this: www.search4yaris.com, any pointers?
Thanks

 
At 5:03 AM, Blogger J.D. said...

Mack, when are you and Chris gonna set a wedding date?

Just kidding...

 
At 8:23 AM, Anonymous Ben Yoskovitz said...

Thanks for the feedback Mack. Gracious and responsive, which I think is key to making someone a successful blogger and resource for the rest of us.

I've got some ideas in the works based on the feedback, and any other feedback would be greatly appreciated.

 
At 8:27 AM, Blogger Mack Collier said...

Cris, Denise and Robski.....

What exactly are you wanting to promote here? Is it your film? I think it is, but I honestly couldn't tell. Or are you trying to promote your film to this Yaris guy?

If it's a film you are wanting to promote, you definitely need to talk to Chris at Movie Marketing Madness

I'll be more than happy to give you my advice, once I figure out exactly what you're wanting to promote, but you definitely need to talk to Chris.

 
At 8:29 AM, Blogger Mack Collier said...

Good luck Ben, it will be interesting to see what happens with IGotBetterNews, I'll try to keep an eye on it, and also keep us posted!

 
At 8:51 AM, Blogger Mack Collier said...

K I posted about this last week on Daily Fix, but I love what New Line did in embracing the community to help promote SoaP. My fear is that the buzz for the movie has died, and that the studio won't be able to rebuild it in time for the movie's August release.

I'm hopeful, but also doubtful.

 
At 10:27 AM, Anonymous Ann Handley said...

Mack offers up a great idea, Ben, on building buzz among bloggers. I'd also do the same targeting newsletter publishers.

 
At 2:23 PM, Anonymous Ben Yoskovitz said...

Good idea Ann.

The trick is knowing enough about the newsletter publisher (or A-list blogger, or anyone) for that matter that I know what sort of humor they'll like. IGotNewsForYou can generate raunchy humor, high brow humor, pun jokes, etc. It's a tricky issue to know someone's preferred style of humor, and you certainly don't want to offend (with something raunchy) or bore them (with pun jokes when they want something more risky).

From reading people's blogs I think you can start to get a picture of them that gives you enough information about their style of humor (or knowing the content of a newsletter, and therefore knowing the publisher), but very often we see a professional persona and not the "real person".

It's just something I'm chewing on in terms of figuring out how to send pages to people and make sure the humor is bang on!

 
At 10:03 PM, Blogger Cris, Denise, and Robski said...

Mack, search4yaris.com is a corporate promotional campaign that will end with a scavenger hunt event. This event will be held in Union Square park, NYC, on June 3rd. It is free and anyone can participate. Cool prizes will be awarded to the winners. We want to promote the event so that we can get as many people as possible to participate and help us "find Yaris", the director we're pitching in our story.

 

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