I was honored to participate in a panel about non-traditional advertising at the recent Digital Hollywood conference, with a great group of seasoned marketers and creative thinkers. Much of the discussion centered on social media marketing. While we drifted into the nuts and bolts of how to identify influencers, get conversations going, there were several insights that stood out as the fundamentals we often forget.
1 1- There is no such thing as a ‘viral’ video – A producer or a team of creatives does not come up with a viral video. Viral is the best possible marketing outcome for a well-told story.
2- The best stories inspire people. They inspire them to tell their own stories, to take action, to share, and to think how they would act if in that situation. This is the secret ingredient in word of mouth.
3- You have to have a good story AND a good product. This is especially relevant for new product launches or re-launches of products that need to be re-introduced to their core audiences. Facebook ads will bring eyeballs to your fan page. Coupons certainly help boost the number of ‘likes.’ Yet these marketing efforts need to be validated by positive consumer experiences. When brands can deliver on their promises, consumers will be moved to take action and serve as advocates. Otherwise, there will always be a discrepancy between marketing messages and consumers’ candid online stories.
