| I've been reading the PR and Marketing media | | | | On You Tube, Diet Coke and Mentos are blowing |
| with interest of late, so many companies, large | | | | fountains to the benefit of both brands (check |
| and small, are taking their next steps online; | | | | out 'Experiment 214' on You Tube) and Sony |
| evolving beyond the barriers of their websites into | | | | Bravia has used blogging to substantially increase |
| new frontiers; embracing the new world of Web | | | | brand recognition across the globe. |
| 2.0. | | | | Most You Tube based brand successes have |
| Limiting online marketing to the traditional website | | | | started by accident. Someone posts something |
| is fast becoming a turn of the century | | | | that is fun to watch, that accidentally includes a |
| phenomenon. More and more organizations | | | | big brand, the video spreads, the brand gets |
| seeking marketing success online are turning to | | | | publicity. |
| Second Life, You Tube and other forms of social | | | | It's successful because the audience believes it's |
| media. | | | | been made for their amusement, not for your |
| The approach to marketing on the web has | | | | publicity. And they believe this because it's true. |
| become divided into two groups; those that have | | | | This is the challenge for those of us in the |
| a website and banner ads, and those that | | | | communications industry, be they freelance |
| understand and use the web to its full potential. | | | | copywriters and marketing consultants like me, to |
| As a freelance copywriter and marketing | | | | admen, media sales executives or pr consultants. |
| consultant, I want my clients to be maximizing | | | | It's to get brands posted on You Tube using |
| their potential online and using Web 2.0 to its full | | | | genuinely entertaining, engaging and sincere |
| potential. I want to be involved and I think | | | | approaches. |
| everyone in the communication business should be | | | | You Tube offers amazing potential for brand |
| thinking the same. | | | | development amongst key audiences. The catch |
| Big Brand's in Second LifeThere's a plethora of | | | | is, that in a world growing in cynicism, if the |
| excellent examples of big brands using these new | | | | audience finds out you intended to get your |
| media to maximum effect. In Second Life, Cisco | | | | message on there, the message will fall flat: Bang. |
| are holding international meetings where no one | | | | You've been found out. |
| has to leave their desk, indeed the list of big | | | | Engaging Future |
| brands involved is extensive and includes the BBC, | | | | No one knows whether Second Life or You Tube |
| Mercedes Benz, Calvin Klein, Starwood hotels and | | | | will continue to break new grounds attracting big |
| IBM. What they're seeking is a 5 senses brand | | | | brands; whether they will become the marketing |
| experience for their visitors, essentially it's three | | | | platforms of the future is still in doubt. But there |
| dimensional web browsing, where you walk | | | | is no doubt that the future of marketing is |
| around the web page, engaging with it, rather | | | | engagement and this is the true benefit of Web |
| than simply read it. | | | | 2.0. Organisations with millions of stakeholders can |
| But of course, like with any new media | | | | communicate and engage with each on an |
| phenomenon, the rules of engagement have | | | | individual basis, getting involved early; testing which |
| changed, many brands entering Second Life find | | | | new platform works for you and sticking to a |
| their 'sims' remain mostly empty. The ones that | | | | cohesive strategy is essential organisations of all |
| succeed will be the ones that actually learn a little | | | | sizes. |
| about Second Life as residents first. They'll be the | | | | Are you using the Web 2.0? This article explores |
| ones that don't simply build a presence in Second | | | | the possibilities and pitfalls on new online media |
| Life, but also give visitors a reason to visit. And | | | | such as You Tube and Second Life, which are |
| the reality is, you have to tell them about it in the | | | | currently seen as the forerunners of Web 2.0's |
| real world. | | | | opportunities to engage with customers. |
| Big Brand Success on You Tube | | | | |