An emarketing Blog!

Social Media Marketing

And the winner is…ads! Oh…wait..omg…sorry…it’s banner ads

I have found the new easy way to get rich.

 And I’m sure many of your ears have just perked up.

 The answer is….

 Social Media & Youtube

 Of course, of course, many of you may consider this old news (like we haven’t heard enough about Beiber Fevers these days) ….but how many of you knew that by allowing companies to post banner/pay per click ads on your page you can earn up to $100 000 a year??

My favourite video blogger of all times, Natalie aka CommunityChannel, is a prime example. A normal, 20 something year old uni student from Sydney, has not only found sudden fame, but also a fortune just by posting skits about her life on Youtube. But then again, not many possess the charisma, cleverness, and not to mention courage, in making videos such as hers.

 Examples of her clever skits are seen here:

 Her $100 000 revenue stems from good old banner ads on her pages, in which she takes half of the advertising revenue.

 Social networking sites have been a very popular medium to place banner/pay per click ads. The price of placing ads on social networking sites is much less than web portals such as Google or Yahoo. The different links and pages within a social networking site allows marketers to purchase more ad spaces at a bulked price .

 As with all banner/pay per click ads placed on the web, a reasonable amount of traffic needs to flow on a particular website in order to make any real money – and that’s where social sites such as Youtube, Facebook and even blogs come in handy.    

 So why are social networking sites the most popular choice?

 Well, where do people spend the most time socialising and procrastinating? Where is the first point of contact when people need communicate with friends or even to just vent about their frustration over St.Kilda’s grand final loss? (or extreme happiness for you Collingwood fans). These social networking sites have such high traffic and page site views, that it’s a no brainier companies find value in placing their advertisements through these sites.  

 Facebook commonly displays 50 billion ads a month and is the most popular choice for ad placements, currently sitting at number 3 for most trafficked site.

 It never ceases to amaze at how dynamic it can be. Within an hour of watching that cringing moment from Australia’s next top model, a Facebook page was already made by a fan with ads on the side promoting all things beauty and cosmetic related. 

Related ad placements for facebook fan pages 

Not only does social networking sites have the ability to tailor ads to related topics, it can also track the number of page views and subscriptions a profile has, thus allowing companies to see the most popular profile and work out strategies to approach individuals for ad placements and endorsements.

 Advertisers are allocating more and more marketing spending to these online mediums as a way to engage and connect with target audiences. Research also found that 76% of people don’t mind seeing ads when they are logged in to a social media site.

Yes, there is much success in advertising through these mediums, but as with all types of ads, companies have to be mindful in not being too intrusive and ‘in your face’ with their ads.

Article Sources:

Moses, A, 2010, ‘Our Natalie raking in $100,000 a year from YouTube’, Sydney Morning Herald, August 20
http://www.smh.com.au/digital-life/digital-life-news/our-natalie-raking-in-100000-a-year-from-youtube-20100820-133be.html  

Oresekovic, A, 2009, ‘Social networking sites grab big slice of Web ads’ Reauters, Sep 1
http://www.reuters.com/article/idUSTRE5805QX20090901

 Ostrow, A, 2010, ‘Facebook Now Serving More Than 50 Billion Banner Ads Per Month,’ Mashable Business
http://mashable.com/2010/05/12/facebook-banner-ads/

McCollum, J, 2008, ‘Social Network Advertising: Annoying or Effective?,’ October 29
http://www.marketingpilgrim.com/2008/10/social-network-advertising-annoying-effective.html


The ad your ad could look like

 

Old spice on the internet

Old Spice. Not a very attractive name is it? But it is a brand that has been around for more than 70 years – a brand that has been passed on down to generations of men as a tool to attract the opposite sex. Unfortunately, over the years the musky strong smell of the deodarant only conjures images of one’s grandad – not a very appealing image when you’re trying to impress the girl of your dreams.

In their recent attempt to revive the brand (and get away from the image of wrinkly old men), Old Spice has used a clever tool to speak out to the younger generation of boys and the women’s market– and that is through social networking.

In this phenomenal campaign, former NFL player Isaiah Mustafa, (now known as the old spice guy) uses his devilishly handsome good looks and suave personality to promote the product. In these viral videos, which only aired online through Facebook, Youtube and Twitter, Mustafa utters: “hello ladies. Look at your man, now back to me, sadly he isn’t me. But if he stopped using lady’s scented body wash and used old spice, he could smell like me.” The image of the Old Spice Guy has gone from being your grandad to the hottest guy on the planet…

But enough about him. The remarkable thing about this campaign is the fact that it only used social media to advertise. We all know social media is the new, edgy way of marketing, but this has taken it to a whole new level. For the first 3 days of the campaign launch, instead of just setting up a profile and posting twitter notes, the old spice guy actually responded to people’s comments with a personalised video post – a much pricier way of replying to tweets than normal, but boy did it work! During that period, the company posted over 150 video responses with each one averaging to over 2.8 million views.

Here are some examples of his video responses.

One of the notions of marketing through social networking sites is to make personal connections with consumers, and in this case, Old Spice did just that – addressing each person, by name, with a personalised message that they’ll remember. No mass emailing, no generic responses – each video comment was carefully written to address each individual.   

This had people sitting at computers all afternoon watching the Old Spice Facebook/Youtube/Twitter page for updates, wanting to see what he was saying and checking if their question had been answered. Even celebrities such as Alyssa Milano and Ashton Kutcher wanted to be part of it, showing their support for Old Spice.

Another interesting note is that even though this campaign has not been aired in traditional marketing mediums, it still gains global attention. That is the beauty of viral online marketing. As we all know firsthand, when we see something as awesome as…let’s just say the old spice guy…we immediately share it with ten other people. The company also posted videos targeted at talk show hosts, gossip/news columnists and entrepreneurs such as Ellen Degeneres, Perez Hilton and Guy Kawasaki. How smart is that? These video responses are essentially branded ads, but instead of placing 150 expensive ad spots on TV or in a magazine, they are going through non traditional mediums – influential people in the pop culture market who have their own set of audience and fans, and who would most likely share it with them – cause well, let’s face it, the campaign’s awesome! 

Craig Reiss from Entrepreneur.com claims that this campaign has changed the rules of social network marketing and commentators are calling it the best use of social media ever, and I can’t agree more. It’s clever, it’s fun and it made me want my man to smell like an old spice man!

On that note, have a look at Tim Costello’s parody of the campaign to market world vision. Not quite as attractive as Isaiah Mustafa …but I think he did a great job!

Article Sources

  • Moses, A, 2010, ‘Old Spice guy takes the web by storm’, The Sydney Morning Herald, 14 July
  • Wei, W, 2010, ‘The most watched videos in July: Old Spice takes over the world’, Business Insider, 2 August
  • Old Spice, 2010,’ Re: @wspencer’, 13 July, viewed: 1st September 2010, viewed 1st September
  • Old Spice, 2010, Re: @LucretiaPruitt, 13 July, viewed: 1st September 2010, viewed 1st September
  • Reiss, C, 2010, ‘Now look here, no learn from this’, Entreprenuer.com, 18 July, viewed 2nd September  
  • Mumbrella, 2010, ‘World Vision seeks the smell of Old Spice’s viral success,’ 16 July