TransWorld Snowboarding Industry Conference
Solitude Mountain Resort – Salt Lake City, UT
December 18 – December 18

Go Twit Yourself – How To Cut Through The Hype and Really Make a Difference Online

Sage Island CEO and Creative Director Mike Duncan will be speaking to industry insiders at the Transworld Snowboarding Industry Conference December 15-18. In his seminar, he’ll offer tips to improve your website’s promotional strategy, social marketing, blogging and Web 2.0 results. This may be the most valuable time you spend and learn specific tactics to get your hands dirty and improve your online  sales and overall bottom line. Learn top tools and marketing strategies that can strengthen your website online marketing efforts at little to no cost. You will leave the seminar with actionable tactics you can use to make money NOW.

As part of their “Life’s for Sharing” campaign, T-Mobile gathered 13,500 people in London’s Trafalgar Square, handed out microphones throughout the audience and asked them to sing in unison. The result — a video of the crowd “simultaneously” singing “Hey Jude” together — has been viewed on YouTube over 55,000 times in two days. The success of the campaign will likely grow as the viral video makes its rounds on social networks and blogs throughout the work week.

The stunt is a great example of how companies can use viral marketing to position their brands front and center in the social media world in a positive light. I’m sure the undertaking wasn’t cheap, but hopefully it will pay off as the video continues to be passed around the Web.

And because it made my Monday a little brighter, here it is:

This week, a disturbing YouTube video posted by two disgruntled Domino’s employees quickly went viral. The video, titled “Disgusting Domino’s People,” shows the employees doing gross things to the food they would eventually serve.

The implications for the Domino’s brand are catastrophic. Though it was an isolated incident in one store, it spread throughout the country through various social media channels. Domino’s franchises on the other side of the country will most likely feel the fallout of this incident. It’s a scary reminder of the power of viral marketing.

While the impact is unavoidable, Domino’s acted swiftly to respond to the incident on YouTube. Today Domino’s posted this personal response from the company’s president, Patrick Doyle.

What can we learn from Domino’s response?

Act fast.

Domino’s issued a press release immediately, but it was two full days before they responded to the video directly on YouTube. Two days is a lifetime when it comes to viral content. The faster you respond, the faster you can steer the conversation.

Viral content lasts forever — so should your response.

The most effective response will reach out directly to the viral audience that spread the damaging content. Today’s YouTube statement was much more effective than Tuesday’s press release, and it will continue to reach customers even as the press coverage dies down.

Viral content lasts forever, but a press release only lasts through one news cycle. To ensure that the video will continue to reach their customers affected by the damaging content, Domino’s wisely included the title from the original video in their response and added “Domino’s Responds.” When people search YouTube to find the video they’ve heard so much about, they’ll also find a direct response from the company. Like the damaging viral video, this response will last forever.

Don’t just apologize, take action.

Instead of playing the victim and placing all the blame on the employees, Doyle clearly outlines the actions Domino’s will take to protect their customers in the future. Not only does he assure customers that the specific store has been sterilized, but he assures them that Domino’s is working to prevent this from happening again. “We’re re-examining all of our hiring practices to make sure that people like this don’t make it into our stores,” he says.

Make the last word a good one.

The last minute of the Domino’s response is devoted to displaying the brand in a positive light. Your response is your opportunity to get the last word in. Don’t waste it rehashing the negative press. Use it to remind your customers why they should trust you.

Unfortunately, social media and user generated content have made it much harder for brands to shield themselves from this type of damage. That’s why it’s more important than ever that you know and understand how to use social media channels to promote your company positively and protect your brand from damaging viral content. Through smart use of social media, you can shift the conversation to correct the damage just as quickly as it was done.

With Internet usage almost overtaking TV usage and the recent rave for social networking groups such as Facebook, Twitter and MySpace, companies all over are jumping on the bandwagon and doing their part to invest in this new form of advertising. Buzz questions such as “Are you my Facebook friend?”, ”Have you tweeted recently?” and “Did you check out that blog?” are heard around the world from audiences of all demographics. Sounds like they may be speaking another language, but in fact this is the language socially accepted in response to the new age of  social media marketing.

In an effort to compete with advertising across a social platform, Downy is promoting a new way to stay connected with friends and family. Until May 31, those who enter a snapshot photo with a pledge caption are automatically entered to win the ultimate reunion trip. Downy, the fragrant fabric softener, wants you to share this pledge with the world and connect with family and friends in a whole new atmosphere. So check it out, submit your own Downy pledge and stay connected with family and friends in a whole new way.

With all the hype about the 3D Super Bowl ads and in honor of the upcoming Valentine’s holiday, Crest encourages you to pucker up to enjoy a fun and flirty 3D Kiss.

With hopes you saved your 3D glasses from the Super Bowl, Crest launched the Kiss Me 3D website. Upon entering this flirty website, you are encouraged to choose a partner, Olivia or Fernando. You are then prompted to select 3 kissing styles. Once you have created your own make-out session, you can sit back and enjoy the humorous 3D animation. Just as your date is finishing the last kiss, the campaign’s purpose is revealed and you discover this is a viral marketing campaign for Crest Whitening Strips, which are new and proven to last through anything … even during the steamiest of kisses!

Honestly, I thought this advertisement was addicting and quite humorous! I couldn’t help but ‘Kiss and Tell’ my findings with some friends so they may also enjoy a good laugh, which makes for a good Viral Marketing Campaign.

From personal experience, I have attempted the Crest Whitening Strips, but they are very annoying and slip off. After viewing this ad (and laughing quite a bit), I believe I will give the new strip a chance. I encourage everyone to check this out! Who needs a Valentine’s date when you can have a virtual moment with Olivia or Fernando … a moment that is “so real your computer screen will fog up?

With the airing of a new “Lost” episode tonight, many fans await the arrival of the new adventurous season with hopes of answers and less questions. Through the scuffle in preparing for tonight’s 3-hour event, inquiring fans can’t help but wonder what happened to all the creative viral marketing campaigns seen in previous years.

Sure, we have seen the Lost Season 5 banner ads and the preview commercials countless times … but where are the creative marketing strategies that were used in previous seasons? Marketing strategies that intrigued fans and non-fans alike about the new season and the meaning of the marketing message. The marketing strategies that make you wonder, ask questions and share your findings.

For those who are not fans, I suggest you review some of the creative tactics used in the past by this hit series. If you are a fan, what was your favorite marketing strategy used?

“Mobisodes” or Missing Pieces

Originally intended for mobile phones, these short stories were created for fans to view a series of 2-3 minute episodes. These episodes offered new, compelling clues about questionable scenes and favorite characters. “Mobisodes” are available as “Webisodes” and posted regularly.

Radio Spots

In the early life of the TV series, “Lost” marketers brought attention to the masses by airing several creative radio spots. Instead of the typical announcer format, the radio spots tied in directly with the show’s mysterious plot. In what sounded like radio interference from a distant signal, a static-y voice interrupted commercial breaks and pleaded for help. As the series premiere drew closer, the “distress calls” created intrigue by divulging only a limited amount of information about the show.

Billboard Campaign

Probably the most unique method of advertising was the creation of several billboards. Invading more than 8 major cities around the world, “Lost” marketers placed billboards advertising the imaginary Oceanic Airlines. These billboards were strategically placed only in areas related to the show’s characters. Each billboard advertised different destinations and included the now defunct FlyOceanicAir website, which created an air of mystery for those exposed to this campaign.

Marvel Comics

“Lost” again took it to another level when they placed key visual references from the TV series in popular Marvel Comics. Obvious symbols and references from the show were repeatedly found throughout the comics.

Interactive Websites

Several interactive websites were created to promote and advertise new seasons of “Lost,” including a website for the fictional Oceanic Airlines and another informational site about the Hanso Foundation, which plays a pivotal role in the plot.

With social networking continually growing and expanding to absorb all age groups, now is the time to think outside the box and invest in viral marketing. Even though I admit I was slightly disappointed in the lack of marketing promoting for the new season, “Lost” marketers have done their job well in the past. Rest assured, I know what I will be doing tonight at 8 pm.