Social Media in Action Series: Duck Sauce

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. Day 4 in the series features Duck Sauce.

When an Internet phenomenon is reported by the New York Times it's usually regarded as having earned "viral" or "meme" status by the teeming hordes of social media experts. Watch the latest video to reach such status from the band Duck Sauce aptly named Barbara Streisand, then read my takeaways below.

One of the cornerstones to social media success (and some of this can be applied to the music industry as a whole) is producing something that many people will love. Not just "like" or tweet, but truly love. By combining a catchy beat with visuals and celebrity cameos that make most young New Yorkers swoon Duck Sauce created a juicy bit of video goodness that was championed by the largest city in America. The lesson here is simple: target your audience with remarkable content and they will... remark! Too many brands play it safe by generalizing content to apply to as many people as possible, not realizing in the process they are eroding viral potential.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at nick@lonelybrand.com

Social Media in Action Series: List Blogging with Jeremiah Owyang

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. The third case in this series features prominent blogger and digital strategy expert Jeremiah Owyang.

If you enjoy keeping up with the social web and learning about new technologies you may be familiar with Owyang's aptly named blog: Web Strategy. The blog has one area that I'm going to highlight: a rolling list of brands that were "punked" by social media. Take a look at the extensive article, then read my analysis below the image.

Building a unique, thoughtful list of (for lack of a better word) things, can be an incredible source of traffic, referrals and conversions. For marketers Jeremiah's list provides a chronological account of case studies in social media failure. Incredibly useful for client and prospect presentations, internal reports or as a way to check for probably issues before a campaign goes live.

There are many many examples of lists in social media, but remember this: if it doesn't already exist you may be passing up an opportunity to aggregate and store information that will be appreciated by thousands - if not millions - of adoring fans. Go get em!

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 9 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at nick@lonelybrand.com

Social Media in Action Series: Google

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. The third case in this series features Google.

You may have seen Patrick Boivin's hugely popular stop-motion animation series on YouTube. Watch his technique used in this Nexus One unboxing, then read my quick takeaway after the video.

Are there social media guns for hire? In this case, you bet! Google used a tried but true technique - combine meme with an already established personality to create a new and instantly viral phenomenon. Does it always work? Certainly not. In fact the Internet is littered with the wreckage of bad brand/social media personality collaborations.

It's all about finding the right blend of an existing Internet personality providing pure value (no ads already) to their fans, and then tapping it in a way that doesn't corrupt the very attraction that made the content viral to begin with.

It's a delicate balancing act illustrated above perfectly.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at nick@lonelybrand.com

Social Media in Action Series: Department of Transportation

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. Day 2 is all about the Texas Department of Transportation.

Let's face it: drunk driving is a serious problem in America. It's been an ongoing mission of the Department of Transportation to communicate the negative impacts of driving under the influence through various national television, radio and print campaigns. Local governments also get involved, but with budgets shrinking it's been tough to get the word out. I'll just say it. Most of these ads are cheesy and don't connect with drivers at an emotional level. Enter the Happy Hour FAIL campaign. Be prepared for a sting, and read my thoughts after the video.

Ouch. Did you have the same awkward and painful feeling watching a life set back by ten years?

The Happy Hour FAIL campaign is a great example of marketing to Millennials, and it's one of the first ads that plays to the fear of a damaged social media reputation. It's all part of a more robust campaign that connects on Facebook, Twitter, Flickr and YouTube. Not bad for a traditional government department rooted in old media.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at nick@lonelybrand.com

Social Media in Action Series: Blendtec

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. I'll kick things off with Blendtec.

Chances are you're already familiar with the cooky lab tech that likes to destroy expensive and amusing items with blenders. If not I'll let the video do the talking. You'll find my quick takeaway below.

I've always been convinced the success of Blentec's YouTube campaign is rooted in discipline. Sure, it's amusing to watch things get destroyed - but translating that into sales is a more complex feat. You can find hundreds of thousands of videos on the Internet of wanton destruction. Blentec's secret is rooted in discipline. Any social media campaign must be consistently executed with predictable "tune in times". You can always cite one-off examples of single videos that went viral. That's different than a planned and produced campaign, or it's just plain lucky.

Consistency in look and feel as well as a disciplined content release schedule dramatically reduce the chances of failure. After over 100 well produced and executed videos, Blendtec is a great example of the disciplined approach to social media marketing success.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes.

The Social Conundrum

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.

Double Bland Meme Advertising, What Does It Mean?

I'm working on a lot of content right now - it's been a big week in advertising with the announcement of commercial-free Apple TV, a social network from Apple and a slew of new Andriod mobile devices and tablets. Since I don't have that ready let's all bask in the glory of a full on double bland ad campaign from Microsoft. All the way.



Just because a meme generates insane amounts of online popularity does not excuse ad agencies from putting some creative effort into a campaign based off of the same nonsense.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 9 years, and helps the Fortune 100 identify unmet consumer needs, create ideas to fill those needs, and bring them into market. He currently works at Maddock Douglas.