RonAmok!

On Saturday, June 3rd, 2006, Fritz Grobe and Stephen Voltz of Buckfield, Maine, released a clever video demonstrating the effects of dropping 500 Mentos mints into 101 two-liter bottles of Diet Coke. The video propelled the two soda pyro-technicians into stardom, as they performed their magic for David Letterman, Ellen DeGeneres, and were mentioned in the Wall Street Journal, Rolling Stone Magazine, and the New York Times. The two men had become unlikely evangelists for two worldwide brands that they had no official affiliation with – yet.

The story illustrates how New Media is turning the world of traditional marketing upside down. Overnight, Coca Cola and Perfetti Van Melle lost control of their brands. On Friday June 2, 2006, brand managers at Coca Cola went to bed, assuming that they were in the soft drink business. Their counterparts at Perfetti Van Melle woke up on Saturday believing that they were in the candy business. Literally overnight, each company found itself thrust unwillingly into the entertainment business. It’s a lesson that every marketeer must learn in the age of New/Social Media: The only remaining control you over your brand is related to how you react to what others are saying about it.

Viral videos are like the month of March: They come in like a lion yet go out like a lamb. So what happened with this one? What affect did synchronized soda geysers have on these two international brands? Positive? Negative? No change? The great thing about New Media is that everything is measurable. From inside or outside your company, tools exist to track all sorts of things. I’ve found that the hardest part of measuring the effects of New Media is not the actual measurement, but agreeing on the interpretation of the results.

For example, let’s take a look at one of the outside-the-corporate-firewall tools at your disposal. Google Trends offers businesses a way to measure buzz, from two different angles: 1) It tracks what people are searching Google for and 2) it tracks what is found in Google News. Therefore, by typing your company’s name into the tool, a figure-of-merit is calculated that represents how many times people are searching for that term, or how many stories are being written about it.

So let’s perform a Google Trend analysis on “Diet Coke” (in blue) vs. “Mentos” (in red).

For the 125 weeks leading up to June 2006, the average Search Engine Index (SEI) score for “Diet Coke” was 0.74 compared with 0.48 for “Mentos.” One week after the initial release, as the story picked up even more steam, keyboards across the globe drove these SEI figures up 994% for “Diet Coke” and a whopping 3190% for “Mentos” — not because of anything the two international brands did on their own. Rather, because two New Englanders recorded themselves dropping candy mints into bottles of soda!

Both SEIs have finally settled back to an equilibrium point. Over the past 53 weeks, “Diet Coke” has averaged 0.80 (up slightly 7.7%), but surprisingly, “Mentos” is being typed into a Google search 129% more (1.02) than its pre-video score. Put another way, for the 125 weeks prior to the video’s release, the term “Diet Coke” was typed into the Google Search Engine 35% more than “Mentos.” Today, “Diet Coke” lags the search volume of “Mentos” by 27%.

Another way to look at the data is illustrated through the following table:

Two years later, the fun chemical reaction still holds substantial top-ten spots in both Google and Yahoo searches. And Eepybird.com isn’t the only site driving these results. A YouTube search for the term “Diet Coke and Mentos” yields 6870 videos. This story lives on as others record themselves performing similar feats.

Everything in business needs measurement and New Media is no exception. Many tools exist that can provide a glimpse of how the world is perceiving you. Individually they may not offer much insight. But together, by combining their measurements, you can piece together a very interesting picture.

So, what are you measuring?

Tags: Ron Ploof ronamok ronamok.com new media evangelist new media strategist eepybird eepybird.com diet coke mentos measurement youtube google news google trends brand brand measurement tools

One of my favorite bloggers is Jeremiah Owyang. If you don’t read his blog, Web Strategy by Jeremiah, you should!

Jeremiah wrote a post recently asking for thoughts on The Many Challenges of Corporate Blogging. Since this is something that I have spent the past 16 months working on at a $1.2 billion company, I feel that I can add some perspective. Let’s take a look at these challenges one at a time:

1. Most (blogs) don’t receive a lot of traffic:

Yes, this is true, but its not as important as the Traditionals might think. New Media is about the power of the small audience. I’d rather have 200 regular readers who are passionate about my product or service than 10,000 looky-loos driven to my site by a contest to win a free MacBook Air. It’s all about the RSS subscriber. If someone has gone out of their way to subscribe to your corporate blogger’s feed, they are making a statement that they trust the blogger. Don’t you want to be known as the company with the most trusted and respected employees in your industry?

2. May require a lot of time:

For some reason, there seems to be this notion that corporate blogging is a full-time job. This does not match my experience. My two most popular corporate bloggers write one post per-week and one post every-other-week respectively. As for time commitment, each says that it takes them between 1 and 2 hours per post.

I’ve found that there are two things that are much more important than time:

• Corporate bloggers need to be passionate about their subjects and LOVE to write. By far the most successful of my bloggers are driven internally to create their content. My less successful bloggers see it as a chore.
• Corporate Bloggers need to release blog posts on a consistent basis. If every other week is consistent, then so be it.

3. Being conversational is unnatural:

Being conversational is unnatural in business communications because we’ve been taught NOT to do it. Communication specialists are used to writing “Press Releases” and marketing web pages. The good news is that outside of work, employees are very good conversationalists, so they already know how to do it, they just need to break some of their Old Media habits. Training works very well in this area. Lastly, companies cannot forget the most important ingredient of a corporate blog — transparency. Corporate blogs are conversational and transparent, and therefore should NEVER be used to spew traditional marcom drivel.

4. Often, no ending date:

Traditional marketers have these weird war analogies to describe their work. They “launch” “campaigns” and “initiatives.” They “target” markets and “blast” emails. Old Media content has a very short shelf-life, which is understandable if your corporate communications are built around “news.” Stories are only “newsworthy,” for a finite amount of time.

A corporate blogger on the other hand is “married” to their blog. Their posts become part of a searchable database for readers, both new and old, to use for present and future reference. The Long Tail is one of the frequently overlooked powers of a blog — a fact that has caused more than one brain aneurysm to a Traditional with a “fire and forget” communications methodology.

5. As employee bloggers become popular, brands get concerned:

I see this challenge more as a Human Resources problem than as a “brand” issue. Corporate bloggers can become “Industry Rock Stars,” causing their influence to go up, both externally and internally. On one hand, the corporate blogger can be seen as ripe pickings for a competitor who seeks to cash-in on the audience that will probably follow the blogger. That’s why companies need to think-through how to keep these folks happy. On the other hand, I’ve also seen some internal craziness due to the Rock Star syndrome. Influence is power and some will see this power as a threat. If a Rock Star blogger has an opinion on a future product that doesn’t agree with the Traditional whose “officially” in charge of that product, tensions will rise, and quickly.

6. Legal has hangups:

First of all, it is Legal’s job to have hangups! Second, I believe that this challenge should top the list. The very first thing that I did at my former company was to create a Corporate Social Media Policy — blessed by both Human Resources and Legal. The policy states, in non-legalese, what is acceptable and unacceptable Social Media behavior.

Jeremiah also asks the following question: “…how do we react to colleagues that may look like they are making promises on behalf of the company?”

I’ve found this point to be less of a challenge and more of an opportunity. It’s what I call the “Dick Cheney Principle,” the fact that the Vice President is always tasked with being a lightning rod for the President. Corporate Bloggers can do the same thing. Recently, one of my corporate bloggers was quoted in an article. The journalist made a point to say that this was the blogger’s opinion, not necessarily corporate policy. It all comes down to how your business describes the role of its bloggers. If we’re talking the “Official Google Policy Blog,” then so be it. If on the other hand we’re quoting from “Elmo’s Stochastic Methods of Widget Simulation using ACME products,” you may have the opportunity to set Elmo loose!

7. Our employees don’t represent our brand:

I’m always amazed at how little faith the Traditionals have in their own employees. Who are they hiring, anyways? The truth is that not everyone can be a corporate blogger. Some people are much better suited to the task than others, and therefore, it is important to choose the right people. I suggest that companies hire a “blogging coach” who will not only help find and groom corporate bloggers, but will also help coach them.

And lastly, as for concerns about personal MySpace or Facebook accounts, these issues should be handled in the corporate Social Media Policy.

8. Hard to measure success:

The best part of blogging is that there are lots of measurements. The hard part is to extract business meaning from them. If all you care about is “traffic,” you’re already dead in the water. Blogging has less to do with traffic and everything to do with influence. The key is to have someone dedicated to measuring everything. Gather and plot RSS Subscribers, unique visitors, incoming links, and mentions in the press.

The next step is analysis, where someone (perhaps your blogging coach?) analyzes those measurements. For example, is it possible to calculate ROI? Yes.

For example, I know that my blogger writes every other week, spends one to two hours per post, and has some results based on his efforts. He has a growing readership of RSS subscribers, he’s has been mentioned in the press Y amount of times,has started Z amount of industry memes. If I know the fully-burdened cost of his salary, I now have everything that I need to calculate ROI. It’s not rocket science.

Lastly, don’t overlook “softer” measurements. Some of the best stories of influence come from my bloggers who’ll say something like, “Hey, you’ll never guess what happened because of my blog this week.”

I’d like to thank Jeremiah for publishing this list. It looks like there are lots of responses to his post and I recommend that you go and read them all. This stuff is so new, we’re all learning.

Tags: New Media Evangelist Jeremiah Owyang Corporate Blogging Traditionals Challenges

One of the things that I like about New Media is its cause and effect capabilities. For example, when you put something “out there,” people respond.

Last Valentines Day, I had a customer support nightmare with an online flower vendor. In response, I produced a video that I posted on YouTube. Although the video wasn’t watched by millions of people, it did draw some folks into conversation with me. The following video story is a result of those interactions:

I’d like to thank my friend and co conspirator, Corey Scribner of BigOrangeBox, for this video. Corey is a video wizard and fellow New Media Evangelist. You should talk with him for all of your video production needs.

In addition. Are you looking for Royalty Free Music to use in your projects? I use Kevin MacLeod’s Music. Great stuff and very affordable. Try it out.

Tags:Corey Scribner Big Orange Box Kevin MacLeod New Media Evangelist YouTube RonAmok AmokTalk