Going Viral - By design

Interesting article was published in Ad week on the 19th called "Clients try to manipulate unpredictable viral Buzz" about clients asking ad agencies to create viral videos for them.

Ad agencies are spending a lot of time and creative juices trying to manufacture stuff that people should 'Pay Attention' to each time having mixed results. They are seeding blogs, commenting, creating content and faking YouTube stats all in an effort to get noticed.

From the article:

"The move to bring a measure of predictability to the still-unpredictable world of viral marketing is being driven by clients trying to balance the risks
inherent in a new marketing medium with the need to prove return on investment, said agency executives."

Some campaigns work - like the one below:

But many don't. While the video above got millions of impressions (and is still going - even getting linked on Blogs dedicated to the subject of Attention!) other videos that would (on paper) be expected to get a lot of attention don't.

"Then there's the seven-minute film by Leaving Las Vegas director Mike Figgis of Kate Moss in her underwear for Agent Provocateur, a lingerie maker that had what would appear to be the recipe for a viral sensation. But it was viewed fewer than 75,000 times in the three months after it was uploaded last September."

There is a fight going on out there. To win hearts and minds. And I am not talking about the War on Terror.

Actually what they are really fighting for is Attention. Once they have that - its yet another battle to actually convert Attention into Engagement.

In the mean time. I am having a very hard time uploading a screen-cast of Touchstone in action. Google Video and YouTube seem to compress the heck out of it so you can't read the screen! This should be easier.

Touchstone in your referrer stats - Audiences of One

People have started to notice Touchstone in their referrer logs. So I thought I would write a little about it.

I don't think anyone will ever see a 'Digg Effect' style mad rush from Touchstone. So we probably wont make headlines that way.

So what does a referrer from Touchstone mean?

I think it means something significant. Maybe even more significant than the Digg effect. It means that your article got through the Touchstone Personal Relevancy filter of our Attention Management Platform and connected with at least one person.

One person might not sound like much, but consider that one person after another might turn into hundreds and thousands. Consider also that each of those people are intimately interested in what they came to see.

Not only that - but the user clicked through (despite seeing your headline and synopsis) from inside the Touchstone UI.

With this in mind, Touchstone traffic could become a great measure of your sites ability to intimately connect with audiences of one - people just like you. People that might want to buy what you are selling.

Channel ME

Mark Sigal's recently posted about Channel Me and the Rules of New Media.

He talks about concepts that we have long discussed here such as:

1. If content was king, then aggregation is now the master of the universe
   He writes: Unlike "old media," where content was the star, in new media, it is about the users and giving them control of what they digest, how they digest it and with whom. This article attempts to provide a framework for thinking about the rules of new media and how to work them to your benefit.
   
2. The audience has left the building
   He writes: Once upon a time, content was content, an ad was an ad and the audience was a passive consumer. No more. Increasingly, the lines between consumer and producer are getting blurry.
   
3. Personal Relevancy is more important than What's Popular
   He writes: These tools will have built in recognition systems (like deep profiles) to systematically connect like minds together, and filters that provide transparency that highlights what’s new, popular, recently viewed, talked about or related content.

And he finishes with:

The evolution of the Web from text, pictures and links to video-powered social nets is as profound as the evolution of broadcast media from radio to television, and it is destined to be no less exciting.

I wholeheartedly agree Mark.

Thanks for pointing this post out Randal