21
”
asher
TCOTSEERMANM
“
Viral Marketing advice
from Tim W
manager of new media web video,
IBM Communications
When producing a viral video, enlist the best
artists and storytellers on the team, and give them
license to create a compelling, engaging spot
which may have nothing to do with the brand or
message points. Spend your thirty to ninety sec-
onds entertaining the audience instead of forcing
message points. Be willing to experiment with a
video that might not be consistent with your brand
image. Most likely, you'll have a better chance to
reach a new, different audience on YouTube if the
video is ‘off-brand.’
VIDAD
e also
umor always
avorites,’” he says.
’ve gotta see this
f F
-mouse. “H
ou
aterhouse, to show our
asher says. “W
’s ‘Staf
“What are they drinking in
,” W
, humbler image IBM now seeks
entral
f via word-of
. There are often a lot of barriers
-deprecation softens the image of IBM
videos have spread virally have been surprising
-deprecating humor
or example, an article titled
rancisco Chronicle blog and said, “Y
e’re lucky because IBM is big on trusting employees, and they
The Art of the Sale
:: How word-of-mouse spreads your ideas for free
irst series was selected as one of Comedy C
’t surprised when the videos started to take of
appeared on the San F
. “Our f
’s spoof training video is in keeping with the kinder
asher
e originally sent the video to friends in a very informal way
asher wasn
ainstream media also picked up on the videos with some comments on what the use of
e even got requests from other large companies, such as Price W
The New Rules of Viral Marketing
“W
included it in one of the IBM newsletters to the sales team, and that helped it to go viral.
Then some bloggers picked it up and pushed it along some more.”
W
works,” he says. “These videos are self
to doing this kind of thing within organizations, but to be successful it is critical that this
not be done by committee. W
trusted us to do something that would work. The self
with many people—it puts a human face on IBM because we can laugh at ourselves.”
M
humor does for IBM’s reputation. F
Armonk?”
video! … IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone
of Hoey
to project.”
Some of the ways that these
to W
“W
videos at their sales conferences!”
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