Controlling the Conversation

December 13, 2010
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Here is your Marketing Monday Tip of the Week:

A couple of weeks ago the Huffington Post added a story with a video about the changing borders of Europe called – “Europe Map Video Shows Changing Borders, ’10 Centuries In 5 Minutes’ (VIDEO)”. The video is really cool, in under 5 minutes, you get to watch a history lesson about the changing borders in Europe.

In it’s first couple of weeks online, this movie had over 400,000 views on YouTube!

However, you can’t see it… The movie was taken down from YouTube because Centennia Software claimed copyright.

OK, let’s clarify this:

  1. Someone other than Centennia Software uploaded the movie to YouTube, fair enough.
  2. The Uploader didn’t have permission, again, fair enough.
  3. The movie had over FOUR HUNDRED THOUSAND VIEWS!

This means that potentially 400,000 people who have NEVER heard of Centennia Software saw this movie and were introduced to the products they provide.

As a marketing guy, I feel that Centennia Software blew it by claiming copyright and having the video removed from YouTube… Especially after the Huffington Post and AllTop posted the movie… My coaching would have been to take control the conversation and take credit for a video that had garnered over 400,000 views – and leveraged the viral nature of the internet to sell more software. Whoever is counseling these guys should be looking for a new job…

So how do you control the conversation?

In this case, If I were running their online marketing for them or advising them, I would have commented on the video. This would let YouTube visitors who were interested and commenting, know exactly who produced the movie, and in this case, explain that it is part of a software package that can be purchased online!

I would have contacted the poster and asked them to include my chosen description and clickable link to my site in the description. This would make it easier for viewers of the video to find me, my products, services and business.

Let’s keep going, I’m on a roll.

I would have commented on the Huffington Post article. It’s not every day that you get featured on a platform like that, right?! Taking that a step further, I would have contacted them and offered a piece for their blog about the purpose of the software.

So exactly what is their purpose?

They sell 1200 per year to all prospective naval officers at Annapolis (it helps with European History), they also sell to schools and geneologists.

Genealogy is cool. Maybe the Huffington Post would have been interested in a writing another article about genealogy.

How about ancestry.com – heard of them? Maybe they’d be interested…

Do you see where I am going with all this? If you are going to take advantage of marketing opportunities when they present themselves, sometimes you have to change your thinking.

Do you have some ideas to add to this? Please comment and share below.

Below, you can see a bit of the marketing movie from Centennia. This one has amassed a whopping 548 views… OUCH!

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