YouTube Marketing – TechCommGeekMom

There’s a viral video that just came out that I just love, not only because it’s funny, but it appealed to the geek in me. It’s a woman who bought a fun item for her own enjoyment, and was getting a kick out of how funny it was and how it made her laugh. What can I say? The Force was with her:

Watch here:

It’s a contagious video because it’s so silly, and as she said, it’s the simple joys of life that makes it worthwhile. She has so much fun with the mask, and you can’t help but laugh along with her. My husband and I were laughing so hard we had tears in our eyes.

But wait…did you catch that first part of the video? While she had not intended this to be a marketing video, this ended up being a great marketing video with great content. Where did she get that mask? She got it at a department store chain called Kohl’s. And with this video going viral as quickly as it did, Kohl’s picked up on her video and this woman’s love of Star Wars, and essentially got free advertising! Not only that, but they took it a step further:

https://youtu.be/blGbeXHMBaA

Kohl’s was smart! They not only picked up on her mention of the store and how she was a frequent customer, but also on how much one random item at the store brought her so much joy. She had provided fantastic content that reflected well on the store! Fortunately for her, they recognized this, and did something nice by giving her all those gifts as a thank you.

Why do you think that Kohl’s did all that? As I said, they realized the value of this social content. It was all in the storytelling. People who love Star Wars items–and there are lots of them–would especially relate to this story. Even people who didn’t like Star Wars would get a good laugh from watch this woman play with her mask. Kohl’s wasn’t selling anything directly by posting these videos. (Although when I played the videos later, I did see some marketing overlays trying to sell the masks at Kohl’s did pop up, but it was still after the fact.) They did show, in showing their appreciation to the woman, that there were lots of other Star Wars things they sold as a means of indirect selling. Kohl’s showed that they appreciated the value of her sharing her good experience not only with finding her mask, but that she wasn’t discouraged because she had to return some items simply because of sizing issues, and she still found something else she liked. They showed the value of a satisfied customer, which has more value than almost any other kind of marketing or advertising. The gifts were even intended, if you think about it, as a way of keeping her as a value customer.

Chewbacca and Han Solo — “Chewie, this is content marketing through social media at its best.”
“RAWWR!”

This is a great example of the power of social media through content and content marketing. The woman was simply sharing her experiences on video through her Facebook account, the video went viral, and as a result, she received all these gifts from the store itself to ensure that she continues to be a valued customer. Kohl’s found appropriate content from a customer that I’m sure will be helping to boost sales for a bit–at least with the Star Wars merchandise–for a while. I’m sure she never expected the attention that she’s gotten, but due to the Kohl’s gift, she extremely glad she shared it!

You never know where good content will come from. This is a great example to show that it can come from anywhere if you have the opportunity to make it or appreciate it.

What do you think of this event? Include your comments below.

As I’ve mentioned in an earlier post, I decided to bite the bullet and “git me some learnin’ ” in preparation of possible unemployment or breaking out on my own to consult. The big buzz in content strategy for the last year or so has been “content marketing”. From the highest level looking down, I get what it is, but I have no practical experience in marketing, or have true comprehension of some of the components that are important to it. So, I’m taking the Online Mini-MBA course at Rutgers University in Digital Marketing. It seemed to have everything I was looking for in a digital marketing class to fill in the gaps–social media marketing, SEO and SEM practices, YouTube marketing, mobile marketing, etc. (Gee, I sound like Stefan from SNL with that description.)

stefan-snl — Stefan from Weekend Update on Saturday Night Live (SNL) says, “It’s got everything, alright!”

The coursework for this credential is very different from my experience for my MSPTC (Masters of Science in Professional and Technical Communication) at NJIT. With those courses, there was required reading, and each module was released each week (more or less) with set deadlines for online discussion participation and papers. Each week or two, I had to have something to turn in. I don’t remember ever having quizzes or tests, but rather I had lots of assignments to show that a) I could follow directions, and b) could produce something that showed that I comprehended the information.

This mini-MBA is set up rather differently. It is more self-driven as far as the pace goes, with a series of videos to watch that were evidently taken during a recent week-long, in-person crash course of the same material. There is a capstone project at the end that comprises of a 20-slide PowerPoint presentation, but I guess I’ll figure out what that entails as I go along. All the modules are available to do from Day 1. I’m not entirely used to that!

So, I just completed the first of ten modules, which was an overview about digital marketing as presented by Dr. Augustine Fou. He gave some easy to understand examples that I could follow along, but at the same time, I had to be grateful for having attended the Intelligent Content Conference and other presentations last year that talked a little bit about content marketing. Otherwise, I would’ve been totally lost or overwhelmed. At least I had a clue about what he was talking about, and again, the examples he used were easy to follow. I took my first quiz, and fortunately, I got a perfect score, and that’s considering that I watched all the videos for this module over two days in my free time, and there were only five questions! At least it’s a good start for now.

I was nervous about starting this coursework–business topics are something that I’m not exactly keen on or particularly good at, and it’s been a while since I’ve felt the pressure of having to do well considering I’ve spent a lot of money to be learning this information, but I think, as I said, I’m off to a good start. I’m truly hoping that after I’m done, it’ll help me speak in marketing language enough that I can potentially get a content marketing job, or at least be able to offer some advice as a consultant.

Onwards to Module 2!