The power of online marketing

For the record, there is justification to why companies invest so much time and money into new social media. I, along with many others, have been discussing how important the online community has become, and it continues to grow exponentially as time passes.

I don't know if most people were quick enough to catch, but YouTube recently had a video of a recorded breakup on Valentines Day. It was orchestrated with singers, huge masses, and dramatic arguments. In essence, it's what people entertain themselves with daily.

Well, unfortunately to most, the video was a fraud. The couple never really broke up in front of the crowds. In fact, they were never really dating. It was all a hoax to show the potential of this new form of social interaction.

The "break up" event started as an online promotion from the famous viral Facebook. Friends and peers all joined Burke's break up group and were informed about the event's location and time. When it came time, the event was then recorded by user footage and posted on YouTube, gaining nearly 800,000 views.

This event just goes to prove/justify why businesses and companies spend so much time with this new media, and if yours hasn't, to get a move on. Another very interesting point is that there was even plenty of media coverage. Online publications like Times was quick to respond to such a small, relatively minor incident (no real harm of benefit). This is not all though, if you do a Google search for the incident, you will find tons of google-links!

Again, the power of such online communities is incredible. Within days of such a video, people are posting blogs, writing news releases, and creating news stories covering the footage. This should be a hint to many companies if they have not yet started on the social media trend. The future of brand promotion and advertising is coming, and this is one of the many ways companies are becoming more involved with the personal-factor of consumers lives.

For more, check out VOX's article, or google-links

Second Life...

I very well hope that by now, we all know of Second Life, or at least heard of the software. If you haven't, SL is an Internet-based virtual world which came to international attention in late 2006 and early 2007. Linden Lab, the creators of this program, allow people to download their SL and interact with each other through motional avatars (like sims people), and do virtually anything they please. It's like the Sims on steroids, giving people the freedom to do practically anything.

The new trend of this virtual reality seems to be focusing around the corporate presence and ownership in Second Life. Companies like Text100 (PR Firm), and Starwood Hotels have entered this world with their brands and services. They create a virtual representation of their corporation/business, build their Island, and encourage people to visit their location to check out what they have to offer. This is incredible, it is like another dimensions to brand awareness and reinforcement.

As for marketing, this can be a great tool for companies to utilize. It gives the business another outlet to express their company image, and the freedom to tailor every aspect of their Island to fit their version of the company. This virtual world can be created to increase brand image, reinforcement, awareness, and customer satisfaction. By placing Real Life company executives as Avatars, they can represent your company to the highest standards in order to impress visitors. To check out how to get started, and look at a list of companies already in SL, Click HERE.

As for advertising, it is hard to say how companies will handle advertising this early on. Currently, there are "in world" (in SL) advertisements--banners, posters, streaming messages, etc--created for certain companies and events. Mostly, however, there is a great use of word-of-mouth and viral marketing. When Avatars find something cool and interesting, they are very likely to run (or fly) to tell their friend-Avatars about this new discovery. This happens with businesses, products, locations, and much more in Second Life. Even outside of the game, people discuss this virtual reality through blogging, media coverage, news, and other social networks which spread the buzz and intriguing interest involved with SL.

Just like when the Internet first started, people aren't exactly sure where Second Life is heading. Many figure, "hey, its here, people are talking about this program like crazy, its probably the lowest price to enter now, so might as well join in." Personally, I think any company that can afford the space should invest in Second Life. People are right, we have no idea where this program is headed. But if it is anything like the Internet, sign me up!

Today in Audience Research class we had a virtual meeting with Smiddy Smails from Text100 (PR Firm). We were talking about this new form of "social media" and what firms like his do in SL. He mentioned some interesting plans for some companies to actually have Avatars enter into the SL stores, try the products out, and order them directly to their RL homes. For example, a person will walk into American Apparel, try on clothes, and then have them ordered directly to their real homes, receiving clothes that fit exactly how they wanted them. This concept will hold true for many other brands and businesses.

Besides holding conferences, events, sales promotions, and more in Second Life, I bet companies will get quite original with guerrilla campaigning. Imagine a world where you can do anything, with little restrictions. I bet it would sound good to the two involved with the Turner Broadcasting scandal. Companies will soon have people walking around in world supporting their brands to the fullest, truly marketing the company.

The possibilities with this program are endless. With people talking about Second Life and discussing its capabilities, it probably is wise to invest. If you want to research more about companies in Second Life, check out this great Business Week article.