Marketing a Viral Video

Browsing through youtube these days is a fascinating experience. You can find pretty much about anything and everything you can imagine: funny, unfunny, terrible, excellent, helpful, bogus, cooking recipes, music lessons, songs, highlights... the universe is so big, I don't think there is an actual way to measure it. Just today I was wondering... I wonder if there is a number to quantify all the total views of all videos in youtube; it would be such a HUGE number I don't think there are enough servers to compute it (well, maybe yes).

Anyway as a marketer, I always get the question of Viral Videos in conversations with friends or co-workers. Much has been said about the "key tips" or "how to" viral videos, but none of the articles I have read are either realistic or does an in-depth analysis of viral videos. Most of the articles ponder the obvious "keep it simple", "be natural", "use SEM" and "play with fantasy and reality", but I believe there is more to this art; yes, I think it is a form of art.

The first thing that I believe a video uploader has to ask himself is "Am I interested in having this video become viral?" Because if the answer is "No", then the majority of the suggestions and recommendations from current articles are true and apply perfectly, but what if the answer is "Yes"? I believe that in that case the person has to create a plan of action that will implement several steps to improve the probability of having the video reach tons of hits in a decent time frame. Let's keep in mind that it's VERY hard to see a video go viral in less than a year; in fact, it is a bit unrealistic, granted there are hundreds if not thousands of exceptions, and an example of this is the video of the sedated daughter in the car after the dentist pulled her wisdom teeth. I really believe nobody in that family hoped that video would become viral, less in the amount of time it did. It was an "accidental success", or in a better context "their 15 minutes of fame."

Being a video game fan, it is natural to see my youtube suggestions display videos about games and similar affiliations. About four years ago one of those suggestions was a video called "Castlevania II Angry Nintendo Nerd Review" (or something like that, the name has changed now ever since). The video was a satiric review of all the odd situations and challenges the game Castlevania II had compared to other games of the same genre. Along with other similar reviews, the video went on to become viral about a year or so after it was uploaded on youtube, and the Angry Nintendo Nerd has now become a famous name in the video game industry, posting more of these rants against games and movies. The bottom line here is that if you look at the first videos, the production values were actually very decent. Note that I don't say high or strong; the videos were done in a way that the message intended to be transmitted was delivered in an effective way. Not simple, not complicated, just right. So since the nature of this video is not accidental, there has to be some thought (make that decent thought) into the production of the video. Questions like "Am I saying the right thing", "am I showing the right angle", or "Is what I want to transmit easy to understand and relate to" are and should be main stars in your production. All Angry Nintendo Nerd videos maintain these standards, and that is why he has achieved viral status with his video. Also, he concentrated on his target market and never deviated from it. This is a case of a video with nature of standards. It is a product that was intended to actually become something. Note that I don't say "it wasn't intended to become successful".

Then we have the easiest videos to go viral (at least in my opinion): songs. Six or eight months ago I was out dining with my friends when one of the who had just been at Brazil for three weeks taking a course for his company, showed us the "most recent and trending song at the moment in Brazil"...Ai se eu te pego. The first thing that surprised me when I watched the video wasn't the amount of gorgeous women on screen, or the catchy lyrics of the song; it was the 80 million (yes EIGHTY MILLION) hits the video had. Definitely the majority of the coming from Brazilians themselves, yet seeing an eight digit views video wasn't something you see every day. While the official video had cemented a strong trend in youtube's universe, which is hard to match... there are alternatives that can be juiced from this product. So what people come up with is simply to create a bunch of slides with the lyrics of the trending song; another variant of this is to post translated lyrics to a convenient world wide spoken language. I'm not really familiar with youtube's policies on this subject, but from my location I am able to browse many videos posted five years ago with this scheme, still current and still counting views. Personally I don't see any harm on this, but that's another subject.

Instructional procedures are another way to market a viral video, and it's actually one of my favorites. It is tough though because of two factors: a) you have to be the first in your area (or compete against existing ones), and b) you have to have decent production values. Again, I emphasize on b).... I didn't say high quality production values; it's just like the Angry Nintendo Nerd: make sure it's clear, the message is well sent, and it's effective. Details like these can make a substantial difference on your "How to make a tie-knot" video against "COol wAy 2 wear A TIe!" video. Again, ask yourself questions like: "do I want to be funny, or effective?" -- "is my message clear and can people understand it?" In this case you have to consider the goal you want to accomplish and the various methods and alternatives available to you. Depending on the instruction, higher production values may have an edge, though it's not quite mandatory: there's a user called patrickJMT who explains math in videos where all he does is film his hand writing on a piece of paper. His drawings aren't exactly artful, but they aren't sloppy either, they're decent/good. His lighting is good and his voice tone is good too. More importantly, the examples he uses are perfect, which makes up for a wonderful product. I mean, 140 thousands hits on a math video of derivatives is a HUGE accomplishment in my world.

The other group of viral videos is the actual segment of people who upload their videos with the core intention of becoming viral. These are the videos I believe follow to the tip each one of the recommendations that are out there circulating across the web. "be yourself", "don't try to force being funny", "SEO, SEM, SE this SE that..." all of these are actual products in my mind. Result of long thought and investment (both time and sometimes even money). There is no real new advise to these, because getting one of these video to become viral is similar to being able to score a pilot for a Sitcom at NBC, CBS, ABC, FOX or TBS. It requires effort and dedication, as well as practice and perseverance. 

In all, the marketing of a viral video cannot be summarized into a list of tips because like I stated at the beginning, the user must be able to identify the core competencies of the video. Once this is done, then the path will be clear to let things flow naturally, and see the results happen as time goes by.

Seven tips about travellingt's

It's been a while since I've blogged and I have a good reason for it, as I was busy doing some travelling, which brings me to the topic I want to write about.While not a business topic per se, I wanted to give some insight about the whole travelling experience of flying from city to city in our beloved airlines.

The first thing I would like to share is my set of three rules I use when flying:

1. It's a day you have lost in your life: doesn't matter where are you flying, why or what time. The day when you fly is normally a day you can't get much done and unless you are scheduled for a very early and short flight, it's a day in which your energy is drained to the point that the maximum amount of worthy hours can be about three, maybe four. Basically, set your hopes low about running errands on the day you fly, because it's a lost day.

2. Prepare yourself mentally for anything: there are dozens of unexpected events that can happen to you when flying. Lost luggage, late luggage, being searched by customs, missing items in your bags, broken locks, delayed flights and so on. The list is so big that almost every time I fly I add a new item to it. Just this recent time, I was on my seat and there was this 30 something woman about two rows behind me who apparently had never flown before on a plane. No offense, but she looked like one of the "Beverly Hillbillies", because as the plane started to move she started yelling and coughing and eventually threw up out of her nerves. She kept asking questions about the noises and anything. One of the stewardess sat down with her and got her to calm down.

3. Be patient, extremely patient: flying from town to town means going through a lot of painful experiences, beginning with all the lines. Although some airports are quicker than others, lines can be really demanding both physically and mentally. However depending on the nature of your trip, doing these lines can be a bit more relaxing and easy going. I believe that with a bit of common sense and travelling education, there would be a lot of improvement in interacting with all these tough assignments.

So having that said, here are my 10 key tips for travelling:

1. Travel light on carry on, heavy on checked bags.

The more comfortable you are with your carry on, the smoother your day will go. Keep in mind you have to walk long distances in the airport, to catch your plane, to go to the bathroom, to go eat, to catch the new gate of your flight after there was a gate change, and so on. Also, it is quicker to go pass the security checkpoints, not only for you but for the people behind you. Place everything you can in the bags you intend to check in, and leave only light items on your carry on. By the way, try... try REAL HARD to have just one carry on. 

2. Buy smart bags.

The process of placing your luggage on a scale to see if they meet the 50 pound (or whatever) allowed per bag, especially when you fly to do some shopping and want to bring clothes, shoes and anything you bought back to your home. The trick here lies in the bag, not the shopping. Years ago I bought myself one of these extra large tennis bags, which I consider the best investment I've done when we talk about flying. It's a huge bag that has lots of room, and more importantly the bag itself weights less than 3 pounds. The problem with excess weight is that people buy bags that are heavy by themselves. Any regular sized bag can weight around 15 pounds, meaning that it takes close to 30% of the weight you have. So next time you plan to buy something, do yourself a favor and buy a huge large bag.

3. Pack wisely.

The #1 mistake people make when travelling is buying (or bringing) inappropriate stuff, not because of their nature but because how dysfunctional they are for shipping. Try as hard as you can not to carry: jeans, lotions, creams, metal objects, books, and any combination of high density low volume. This will create leverage when your bag is weighted, preventing more efficient things to be in your bags.

4. Do not underestimate the power of being organized.

That is, FOLD. Don't just throw in you clothes, take your time and fold them nicely and properly. The reward will be breathtaking. You will have lots of free space for those extra items you didn't believe were possible to fit in your bag. Also, help yourself taking full advantage of the size of your luggage. If you're carrying something delicate, then use your clothes to protect it from the corners and borders.

5. Take your time to exit the plane.

This is something I have never understood. Why do people get up and get their carry ons as soon as the plane is parked (sometimes I've even see people do it as quick as soon as the plane landed!!!). What is the rush? There is no reason anyone can state to perform this "hurry up or we'll be late" routine. Once you leave the plane you have to go pick your luggage, and if it's international you have to go through immigration and then through customs. This one time, a lady sitting next to me asked if I could help her get her carry on because she was "late for an appointment". I laughed on the spot: exiting the plane quicker than anyone will hardly make a difference. I have seen countless times, people who leave the plane first, but pick their bags last.

6. Light shoes, sweatpants and sweaters.

Unless an extreme formality, like your company VP is picking you up at the airport, I don't see any reason why anyone want to travel so flamboyant... except for well, people who want to meet/hit on someone at the airport or during the flight. Personally I dislike to fly with complex shoes, or wear a belt or cufflinks, earings, anything that can become a hassle during the security checkpoints. Besides, it's so comfortable to travel in a nice warm sweater that even serves as a pajamas in case you want to take a nap.

7.  Be nice and have empathy.

Flying is stressful for a lot of people. Some people enjoy it, some people don't, and some people don't really care. Regardless of the background, you don't normally know what's in the mind of the person next to you (or behind or in-front of you). I'm very relaxed when flying and I try to make the best out of it on any occasion. I am very laid back and proactive towards anything that can make the day better for me and those around me. However, this one time I was flying and I already had taken my seat, placed my carry on and buckled my seat belt, when this lady like three rows behind me asked if I wanted to switch seats with her because she wanted to sit next to her daughter, who was at my right. Under normal circumstances I would have accepted, but that day I had just came from an 11 hour connecting flight, had almost no sleep and I was a bit tired. She practically woke me up when she requested the favor. I politely declined, citing that I was indeed tired. She went berserk and got mad at me as if I was the IRS. I remember thinking something like: "so, I was supposed to say YES? Can't I exercise my right of saying NO?" I felt like I was nice to her, but she didn't have empathy for me.

Anyway, details like this make up for a very pleasant travelling day. I hope you liked my suggestions and let me know if you have more!

Seven qualities of a great leader

There have been many topics of discussion about leadership and organizational behavior, yet there are businesses who keep missing the important things to look for when identifying qualities of a good leader. So what are some of the tips that you have to pay attention to?

1. Intelligence: A smart person may likely make smart decisions and come up with smart ideas. It doesn't have to be a genius. It has to be someone that reunites multiple abilities that allow him to understand situations and all their implications. Warren Buffett is a man who clearly thinks of all possible scenarios and visualizes the future of his investments.

He is both an intelligent investor and he is also an intelligent manager of Berkshire Hathway

2. Communication: While not a great spokesperson, a good leader has to practice the process of sending and receiving messages between him and the group of people he is working with. He has to be an active listener, speak hard when needed and sincerely when required. He must manage the different communication levels that exist. Five time World Series Champion, New York Yankee's Joe Torre and two time UEFA CL Champion FC Barcelona's coach Josep Guardiola always say the right thing at the right time. They also encourage the team to give suggestions and to speak openly and freely at all times.

3. Authority: By this I do not mean either a loud voice or a commanding tone. It's as simple as being able to make yourself clear to your group, delivering punctual instructions that are well stated and designed impeccably. Bill Gates has anything but both, yet I am impressed every time I see him on TV, as each word that comes out from him is the product of rationality and thought.

4. Efficiency: Resources won't be handed easily all the time, nor there will be full availability of them. Some times leaders will have to deal with shortages and/or incomplete tangibles. Those are the occasions when he or she must step in and use the best of anything and everything that is around him or her to reach the desired objectives. Darwin Smith was able to turn Kimberly Clark into the giant that we know today by using a completely new business model that required tools he didn't have at the time it was developed.

Many thought that soft spoken Darwin Smith didn't have what it takes to be a good CEO. They were wrong 

5. Fairness: Never overestimate the people you work with, nor underestimate them either. Punish when needed and reward when deserved. The proper management of balance in a team group is critical to accomplish goals. Jack Welch has been known to be a prime example of justice and proper leadership.

6. Confidence: If there is one aspect that is a powerful force that can drive you to new levels, it's the trust and belief that you have in yourself. It comes with a combination of skill that include knowledge, logic and rationale, with the most important ingredient which is self-esteem. Watch Band of Brothers and see how Richard Winters carried himself and his men through the toughest of situations by simply having the confidence of applying what he knew.

7. Innovation: Out of the box thinking and developing strategies to implement the dreams you pursue is essential to set a new standard for you group. Don't be a conformist; instead settle for new challenges every day. That's what Steve Jobs did.

Always go for more...

American Airlines announces mass layoffs

Dozens of American Airlines employees protested in Miami International Airport against the announcement the airline made to cut around 14,000 jobs in the upcoming months. So far things are looking cloudy for the giant subsidiary of parent group AMR who filed for protection of bankruptcy in November last year. Personally, I'm not so big about the already existing analysis on the current travel situation around the world and that is why I'd rather give my impression as a customer.

"Thank you for choosing American Airlines"
yw !!

Since the beginning of commercial airline industry and for some time, flying was for the rich and wealthy, meaning that it was a luxury even for middle-class. Then aviation got regulated and with the help of low gas prices, flying became accessible to almost everyone in our planet. Now, high gas prices and poor operation from these businesses apparently are making flying a luxury again. So what is going on here? 

It looks like the Airilnes had a successful (or almost) model that worked for a while, and now since they have been caught of guard with rising costs of wages and salaries, capital expenses and bad planning, have no other option than to take it on the passenger to make up for their mistakes. American Airlines is a particularly special case because we are talking about the third biggest airline in the world, and to think that they are on the verge of bankruptcy means that even though their revenue is in the billions figure, their expenses are even higher. So what has been their solution? Let's make the passenger pay.

I flew with them last year three times and I have flown with them regularly in the years, first of all because when it comes to delivery of service, you can say I'm quite pleased with them, and secondly because I have a bunch of frequent flyer miles I expect to cash in someday. Most of my friends fly AA too, so I have about enough information on pricing updates they have implemented. One of changes I have noticed in their pricing is... well, what am I saying, there are changes all over the place.

AA's new updated website. Seems to me the website probably was a bargain too.

1) Departure/Arrival dates: If you want to change a schedule date on a purchased ticket, there is no $100 fee for doing it. No sir-ee. Now it TWO HUNDRED Dollars. Not $125, not $150.... no no. $200! ... and you better be serious!

2) Second bag: After several changes like they were trying to come up with the right thing to do for the passenger, well if you want to check a second bag you have to pay... wait! Depends on where you're going. It can vary from $30 to $50. If by any chance you have to check a third bag.... $150! ... and you better be serious!

Everytime I see this sign it has a new face... I mean price

3) Online vs Phone fares: This is my personal favorite. If you make a trial to book a flight online, say from New York to Rome for example, and you get to the check-out page on their website, let's say the ticket costs $789. Hold it right there and call an AA agent to try to book the ticket by phone. He will tell you a totally different price. Not only that. He will tell you that he doesn't have access to the online prices from the website, and very politely (not) he will tell you that if you don't want to book the ticket on the phone then go ahead and buy it online. It's funny because when that happened, the guy sounded as if he had 3,000 guys on hold waiting for him eager to buy the ticket. 

I want to be fair: it's not all about AA. A friend of mine wanted to fly to Panama and he somehow got to Copa Airlines' website, which showed cheaper prices than AA. However once he got to the "Proceed to Place Order" page, he noticed there was an additional charge to the ticket that actually drove the price even higher than AA's. The extra charge was called "Charge to compensate fuel rise". This is no joke... I'm serious as I can be. Are you kidding me? So since gas prices go up, the passenger has to make up for the increase? Are there any words for that?

Please sir, teach those
newbies how to run
an airline business

I honestly believe that someone has to take a new approach to the entire airline business model. It's quite evident that things aren't working the way they are. It's one thing to take Southwest's approach to make a company work, but it's another one to impose the passenger to pay for the bad planning the company did. Maybe Sir Richard Branson can share some of his strategy, as Virgin Atlantic is the only well-known airline business with remarkable profits. And to think he was denied purchasing the Concorde. I just hope Virgin doesn't turn to be another ponzi scheme and here I am talking good things about them.

To make matters more interesting, gas prices are expected to soar this year, which can only meen airline fares will likely go up as well. So let's see if AA's massive layoff will be enough to save the business from an inminent test that is coming to them.