Tag Archives: YouTube

What can marketers learn from Tom Frankenburg?

By now you’ve probably heard all about Tom Frankenburg, a guy from Nottingham (my home town) who is giving away a £1,000 holiday for 2 to Malta after splitting up from his girlfriend and finding it difficult to sell. Tom tells the story much better here…

Over the last 24 hours, the views on YouTube have doubled to about 54K views and I can only see this going through the roof over the weekend as the word spreads.

Coverage from the BBC, Huffington Post, Metro (who put it under their ‘weird’ section – a sad reflection on how acts of kindness are viewed IMO) and many others seem set to make this a story that keeps on running.

So what can marketers learn from Tom’s story?

  • Focus on a creating a message that is so remarkable you cannot help but share it
  • Deliver that message creatively yet authentically – Tom’s storybook approach, combined with nice editing makes this video fun yet believable
  • Leave a legacy- I hope Tom’s new phrase catches on and eagerly await the launch of the #makelifeyourbitch fashion range, with a percentage of profits for good causes…just a thought…

Nice one, Tom.

Social Media Benchmark

I was one of about 250 marketers that attended the Chartered Institute of Marketing‘s launch of the Social Media Benchmark research at Bloomberg’s impressive offices in Finsbury Square this week.

This is the latest in a number of excellent research studies launched by the Chartered Institute of Marketing in recent years, led by Thomas Brown, Head of Insights at CIM.

Assembling an impressive panel of senior players from LinkedIn, YouTube and Skype, and hosted by Manus Cranny from Bloomberg TV, the audience were given a double-act walk through of the top-level findings by Thomas and Tara Beard-Knowland from ASI, Ipsos Mori.

The full report is due out in a few weeks but here are some of the headline statistics:

  • 80% of marketers know they need a social media strategy, yet only 7% are tracking the results
  • In 40-50% of businesses, marketing did not own the official channel for Twitter, Facebook or LinkedIn (PR team seemed the other most common owner)
  • The number of marketers that rated their social media activities as ‘not at all effective’ was spread across a range: 24% (Twitter) 33% (Facebook) 37% (LinkedIn) 44% (YouTube).
  • Whilst about half of businesses surveyed planned to invest in training their current people to improve social media skills and competencies in 2012, about a quarter had no plans at all.

I look forward to poring over the detail when the report is published, but I left the event thinking that survey respondents are either:

  1. still in complete denial/ignorance of the importance of measuring the effectiveness of the tools they are using, and why (I believe this a broader issue than social media), OR
  2. they are unashamedly still in experimental mode, adopting the Google approach of “test and iterate” mentioned by Thomas in his closing summary

It’s hard to say for sure without the detailed findings, but I suspect there’s a bit of both.

However, with a social media landscape that continues to evolve and change almost daily, the important thing is that the CIM is leading the debate from centre stage.

Thank you and well done.

Social Media Awards Prediction: O2 Santa

It’s great to end the year with a brilliant social media campaign courtesy of the guys at O2 and Hope & Glory.

I first saw this via a tweet from @mashbusiness:

For those of you not familiar with the campaign, I’ll let the O2 Santa explain here:

It looks like almost 1,000 videos were personalised within the week-long campaign, and I can’t wait to see the stats on the total number of views, shares and retweets this created.

Having had my own personalised video recorded to convince my childhood best friend that Santa really does exist, I can say that this was an excellent piece of work, brilliantly executed:

Within 24 hours I had received a tweet telling me that my video was ready for viewing.

Personalisation + Social interaction + Seasonal appeal= [surely] award-winning campaign.

Well done to all involved.

The best medicine

One of the things I love most about how the web’s evolved over recent years is the random moments of brilliance that can be found on YouTube. Every now and then, there’s a video that just makes you feel so good, you have to share it. I challenge you to watch without breaking into a huge, broad smile.

Enjoy.