In the spirit of Halloween, I would like to take this time to talk about a potential trick that was pulled on all of us recently.

As anyone in the internet world will tell you, it is difficult to make something ‘viral’ in today’s online media world. The one thing required to make something viral is that it needs to be something that, when viewed, inspires the viewer to pass it along to everyone they know, invite people around their desk to watch it, or tweet/retweet it.

And that’s not an easy task.

Today’s savvy internet user is fairly unshockable.  There is little you can do (and keep it PG-rated) that will create ANY kind of shock, interest, or humor.  That makes it relatively hard for a big company like Microsoft (who already has a perceived image) to create a promotional campaign/video.  What can they possibly do, then?

Let’s fast forward to right before the launch of Microsoft’s newest OS, Windows 7.  They of course needed to market it after the dismal Windows Vista release, so they decided on a (let’s sarcastically say) brilliant ad campaign where users would host Windows 7 launch parties.

Essentially, a person could decide that they liked Windows enough that they would go online, sign tons of paperwork and become an official launch party host.  They could then recruit all their friends to come (using an overly complicated invitation system that discouraged people from actually using the official way) and sit around and… install Windows 7.

But that’s not all.  If you had enough people you could potentially get a Windows 7 box signed by Steve Ballmer.  Don’t even check eBay, because I’m sure no one would want to part with that gem.

I realize that I may not be explaining this process very clearly. So Microsoft, in their eternal wisdom, made a video that explains the whole process.  Please enjoy below.

Now… I’m going to assume you watched it and that you have the sensibilities and intelligence of a moderately intelligent human being.  What the heck was that?!?!  Awful, awful, awful.  I mean really… it’s embarrassing.  On every single front.  Acting, video, writing, sound quality… was this really produced by a multi billion dollar company?Why, this video is so BAD that I am inspired to forward it to all my friends and laugh at it…

Oh wait.  They got me.  Now, I’m not a conspiracy theorist, but this one has to make you wonder. Did Microsoft intentionally make one of the worst, lamest, milquetoast videos to play right into the lame-o image that Apple created for them?  My gut says no, they aren’t that smart.  But at the same time, it makes me wonder.

If the goal of the video was exposure and publicity, it worked.  The video has been viewed millions of times.  It has been laughed at and mocked, it has been spoofed and goofed.  It’s an embarrassment.  Again, I don’t think they meant to, but Microsoft made one of the most talked about viral videos of the year by making themselves the brunt of the joke.  Congrats.  They did it.

But at what cost?

When it comes to my Twittering, I like to kick it old school.

While the rest of you tweet using your fancy iPhones, your massive TweetDecks, or your mini Twhirl’s and TwitterFox’s, I use the original method – “from web.” I realize this totally makes me a dinosaur, but I don’t care.

Anyway, for marketers, bloggers, and PR folks, one of the biggest benefits of using the actual Twitter website is the ability to be able to watch and respond to trending topics. Twitter always provides the 10 hottest topics people are tweeting about on the site in real time, in the right sidebar. The same topics are also listed right underneath the search box on the homepage of the site.

Over the last few months, many of the world’s biggest news stories and popular entertainment topics have come and gone from the rankings of Twitter Trends – District 9, Snow Leopard, and the Iran election to name a few. But over the last month, one particular trending topic has outlasted them all, and the subject may surprise you.

Jay-Z.

Jay-Z’s Tremendous Twitter Trending

During the month of September, Jay-Z seemed to be a trending topic on Twitter literally EVERYDAY. His reign as a trending topic began on June 5 when his single “Death Of Autotune” was released. An admitted Jay-Z fan, I was quite surprised to see my favorite rapper trending on my favorite microblog in June.

Jigga (never thought I would use the word “Jigga” in something I wrote at work) then showed up maybe once or twice during most of July and August as the single “Run This Town” and its video were released. Then his album leaked on August 31…

and then Rhapsody announced a Jay-Z twitter contest on September 2…
and then Roc Nation started a Jay-Z themed hashtag game on Sept. 9…
and then the Blueprint 3 was finally released on Sept. 11…

and people STILL continued to tweet about him through Sept. 24, when Jay-Z was on Oprah.

And through all of that time, Jay-Z remained one of the hottest topics on Twitter. Not the no. 1 topic, mind you, although he did wear the crown at some point on September 11. He did, however, remain enough of a topic to stay trending in the top 10. By the time his album hit stores, I had grown tired of seeing Jay in the list of Twitter trends… and I wasn’t alone.

In total, Jay-Z was a trending topic on Twitter 23 days between June 5 and the end of September, according to TweetStats.com (see photo above). Since September 24 of last year, that amount of time as a trending topic on Twitter puts Jay in the same company as Sarah Palin and Xmas, and only 3-days behind Michael Jackson.

Analysis Of Jay-Z’s Social Media Marketing Campaign

So, after all that attention on Twitter, did social media marketing mean big business for Jay-Z and the Blueprint 3? Sales figures seem to point to a resounding yes.

Despite the web leak 10 days in advance, the Blueprint 3 debuted at the top of the Billboard 200 and sold around 820,000 copies in its first two weeks of release. Only one album in 2009 has sold more copies through its first two weeks of release than the Blueprint 3 – Eminem’s Relapse.

On top of those totals, multiple Jay-Z tracks ranked in the top 10 digital downloads following the release of the Blueprint, and the song “Run This Town” peaked as high as no. 2 on the Billboard Hot 100.

Did Jay-Z over saturate the Twitterverse as part of marketing for the Blueprint 3? Yes. Did the social media blitz pay off?

Yes.

To date, the Blueprint 3 has likely exceeded 1 million units sold in less than one month of release. In today’s music industry where traditional sales are far exceeded by downloads of the legal and illegal type, that total seems remarkable. The album should be considered a certified smash.

The amount of money Atlantic Records and Roc Nation were able to put behind the Blueprint 3 typically far exceeds the budgets many companies have to devote to strategic internet marketing.

However, the amount of buzz Twitter generated for Jay-Z and the Blueprint 3 is just the latest example of how social media can pay big dividends on the bottom line.

So, for those of you who still think social media marketing doesn’t apply to your business, I have to ask – why?

And also… can you really afford not to give it a try?

Because the site’s 122 million+ monthly visitors (according to July ‘09 Compete stats) needed one more reason to use the social network, Facebook can now help its users in the fight to manage their online reputation.

Unlike its competitors who always seem to fail at adapting their service offerings quickly enough to match the constantly evolving landscape of social media/networking, Facebook has now added the ability to tag friends in status updates.

The ability to tag friends in updates isn’t particularly fascinating, especially for those who “tweet” regularly. But Twitter-tagging is limited in terms of effectiveness for online reputation management (ORM).

Why? Because anyone who has a unique username (“unique” = not the same name as your birth name) in Twitter loses out on ORM-benefit because the link text is irrelevant. When I have a Twitter conversation with “@bhawk988″ (known to his friends and family as Kevin Doory), the link at the beginning of my Twitter message to him doesn’t help his profile rank for the search “Kevin Doory” in Google.

However, when tagging a friend in a Facebook status message, placing the “@” symbol in front of the person’s name creates an anchor texted, SEO-friendly link from your profile to your friend’s profile. It also creates a similar internal link to your Facebook page on your own Facebook wall. Check out these images below for an example of this concept at play:

How Facebook Tagging Can Help Protect Your Online Reputation

There is plenty of documentation out there stressing the importance of managing online reputation. Facebook tagging helps manage online reputation because a user profile earns a quality, authoritative, internal link with each tag in a Facebook status.

Anyone who was part of the Facebook username rush back in June and managed to secure their own name is likely concerned with their online reputation. Getting these internal links from across the Facebook universe to a Facebook profile naturally increases the authority of that profile. Those same links also improve the chances that a Facebook profile indexes in the Google search results for a related search term (like my Facebook profile for my name, for example).

Facebook tagging is likely to create a classic case of “he who has the most links wins” in search engine results for people and company names.

The implications of Facebook tagging don’t just end with the Google search results benefits, either. I don’t have confirmation on this, but look for Facebook tagging to begin to have an impact on internal searches within Facebook. If a searcher is looking for a certain “Jonathan Bentz” in Facebook, for example, the fact that I am tagged in more status messages than my co-Jonathan Bentz’s will likely cause me to rank higher than the others.

The telephone had no practical application and would fail…

Email wasn’t “personal” and would never replace a letter…

Now, you (business owner) don’t think there’s a place for social media in your business? Really? Watch this.

A full list of the statistics from this video can be printed from here.

I received in the mail one of the most remarkable direct mail pieces ever (Photo thanks to BruceClay.com – Virginia Nussey talked about it here) via FedEx this week. I opened the package and pulled out a very professional package of chocolate covered grasshoppers.

The first thing I said to myself was, “Are these SERIOUSLY chocolate covered grasshoppers?”

And then I read in fine print at the bottom of the package:

*Yes, these are real grasshoppers. They are even approved by the FDA of Thailand.

Brilliant. I didn’t have any idea what it was… but that alone made me look into it further.

A tag attached to the grasshoppers said, “Entrepreneurs can change the world. Join the movement now!”

Now I’m intrigued.

So, I went to their site and it looks like they are compiling entrepreneurs together and offering some discounts on services… but in the end, they are promoting telecommunication services of some type.

Here’s the lesson… To start something viral… it needs to be worthy of being viral. Business owners talk to us everyday about how they want to do these viral campaigns, but they often want to do things so lame, that nobody really cares. So, take a lesson from the grasshopper guys (and possibly gals, too)… and do something worth talking about in your next viral marketing campaign.

Oh… I brought the package home and had my kids eat them. That’s what the video above’s all about. I know it’s a bit long… sorry.

You might want to tweet yourself. Or at least send a direct message. To another juror. But don’t communicate with anyone on the “outside.” Otherwise, you might cause a mistrial.

In Fayetteville, Arkansas, a circuit court juror’s postings to Twitter are the subject of a possible mistrial of a $12.6 million judgment.

“Juror Johnathan” (aka Johnathan Powell) is the juror who commented on the trial via his smartphone. He sent 8 messages that said things like

Thanks to Powell’s use of Twitter during the trial, the motion for mistrial alleges that he was able to research the case and communicate with others outside the jury. It would seem that justice was served for the two investors in the company – Mark Deihl and William Nystrom – before Powell’s use of Twitter went public. Russell Wright, the principal owner of Stoam Holdings, didn’t even show up in court to dispute the claims.

I’m all about incorporating social media into your daily life, but I think taking your smartphone into a trial probably isn’t a good idea. Especially when doing so can compromise an entire trial and a huge settlement for investors done wrong.

What’s the public opinion out there on this issue? Was Powell in the wrong? Did the court drop the ball in not confiscating his phone?

Would love to hear other’s thoughts on this.

I’m not trying to make light of anyone who got caught in the scam, but it seems that Twitter caught the wave of some “phishy” business over the weekend.

A lot of people were affected, including Fox News, Britney Spears and CNN’s Rick Sanchez.

If you got a random direct message from someone and clicked a link that redirected you to twitter.access-logins.com/login/, DO NOT FILL OUT YOUR INFORMATION.

I haven’t been personally affected by phishing on the social sites, but my wife has received some strange Facebook messages from friends on her wall with alleged “pics” of her on sites like “barkjump.com” and “fittry.com.”

If you didn’t know, this is also a phishing scam, just on Facebook.

AriWriter has a list of the all the different .com’s that are part of Facebook phishing. The culprit behind these recent phishing scams is access-logins.com, which is based in China.

We e-mail. We search. We blog, txt, & tweet.

For the first time, a person running for the most powerful position on earth did, too. Now that the race to the White House is complete, what happens to Barack Obama’s immense social media presence?

Most of those who follow @barackobama know that the information provided by his Twitter account was never earth shattering. There was never a tweet about how bad he needed some Starbucks or rants about how frustrating it is that his internet connection is slow.

That said, will the new President-elect continue to use the power of social media in his new role? His Twitter account continues to grow today at about 3 followers per minute.

I’m not the only person wondering this. Here’s a random sample of tweets from Twitter Search this AM.

DavidStewart: Do you think Obama will stay on Twitter as President?
erika_strange: @czdebel I think obama will be too busy when he’s president to update his twitter account.
Thracks: @czdebel I think that it would betray Obama’s message to let the twitter stream die.
bakapetro: Will Obama use twitter after inauguration? It would be cool, but, personally, I doubt it
topslakr: Since Obama was elected he has not posted to twitter. Does that mean he is done using it? I think a lot of people are hoping he stays active
minda31180: So now that he’s been elected president, is Barack Obama going to continue updating his twitter?

Here’s the deal. Most of his social profiles will only require a job status update and address change come January. His Twitter account really only receives one or two updates per day, telling you where he is and what’s he talking about. Does that sound like such a difficult project to maintain?

Most Twitter users already space their tweets with other daily tasks. Millions of the people who voted for him developed their trust and support because of his use of social media. Much like Thracks and topslakr above, I think something should be done to keep his use of social media presence alive. His campaign was never 100% transparent with the use of social media to begin with, although the way his campaign used the internet was extraordinary.

So… I ask…

117,000+ Twitterers want to know… and will be following.

For some more reading on Obama and social media, Jon Burg posted a thought-provoking post on the same topic – “Where Vision Meets Reality.”

I am pleased to be here writing my first ‘official’ ProspectMX blog post on a subject that I truly love – Twitter!

If you’re not quite sure what I’m talking about, maybe we should start with a brief explanation. Twitter is a ‘Micro-Blogging’ / Social Media, kinda thing. You can follow people that interest you… and “Tweeple” can follow you. I know that’s a pretty basic explanation… but I have lots to cover so moving along. 

I’ve been using Twitter since March of ‘07. Now that the company is on the radar, and even CNN & Fox News have been quoting their twitter streams on live newscasts, I think it’s time for the average everyday SEO Joe to make sure that your clients / customers are efficently using this FREE service.  So where to start?

• Pick a memorable username (maybe the name of your company?)
• Spend 10 minutes making a custom background
• Check out Twellow – align yourself w/ ppl that interest you
• Speak your mind (be transparent!)
• Do get a TwitPic account (Uber Cool)
• Don’t become a Tweethead! – it’s okay to go offline from time to time.

(more…)

Our home city – Lancaster, PA – has seen visits from both major party presidential candidates in the last week. Since the 2008 election is fast approaching, and the candidates have been playing the politics game in our backyard so frequently, I wanted to take a second and analyze each president’s internet marketing campaigns.

For starters, each candidate is using the essential social media and networking sites – Facebook, MySpace, LinkedIn, YouTube, Digg. Obama has the appearance of being more “tech savvy,” thanks to his Twitter profile with over 78,000 followers.

Obama’s use of the web as a driver for donations has been well executed. In a random selection of ways to get to Obama’s online home – Google organic search results, Google PPC links, direct website visits, and mobile searches by Blackberry – our team found four custom lead generation forms to fill out before hitting the main page. Two were e-mail capture forms, two were for donations.

Only one pay-per-click ad led to a donation form on the McCain site, but the Arizona Senator isn’t neglecting the internet. The Wall Street Journal noticed McCain’s camp is using an ambush pay-per-click campaign. Search “Joe Biden” and check out the top sponsored listings – “Joe Biden on Obama” links to McCain’s site. Very sneaky, sir.

McCain’s campaign is placing a heavy focus on this year’s election issues with its PPC. Search “housing crisis” and “U.S. economy” in Google… McCain will have a PPC ad there – Obama won’t.

The internet is definitely playing a huge role in this year’s election. Its cool to see how each candidate has found a completely different way to use the power of the mighty internet and search engines to their advantage.

Any other cool internet marketing tools the candidates are using that we missed? Drop us a line below.