Digital Marketing, Social Media Strategy, Digital Media, Social Media Marketing

We’re Not All Social Media Spielbergs

spielberg 300x286 Were Not All Social Media SpielbergsAre we expecting too much of people in social media, even the raving fans?

Jim Beam has a history of great social media programs, and their most recent is “The Remake” video contest. The premise is that you create your own video that spoofs Beam’s hilarious “Girlfriend” TV commercials.

First prize is $25,000 and a trip for 4 to Vegas. Pretty tall clover, although not quite as tall as Doritos’ similar and now famous user-generated Super Bowl commercial. Joe Herbert won $1 million, and his “snow globe through the vending machine” effort won USA Today’s Super Bowl Ad Meter.
jimbeam 300x142 Were Not All Social Media Spielbergs

Is This For the Fans, or for the Media?

But even for all the publicity, Doritos has just 1,961 entries in their video contest. Sure, that’s a lot of homemade videos, but with a $1 million prize, approximately $2.5 million for the TV time, and a couple hundred thousand on Web site production, you’re looking at $1,886 per contest entry.

As a promotion, the ROI is probably huge. As a social media program, I’m not sure $3.7 million to generate 1,961 entries makes sense.

In Jim Beam’s case, the contest doesn’t end until March 22, but so far they have generated 7 entries. Not riding the crest of the zeitgeist yet.

Don’t Make it Too Hard to Be a Fan

One of the shortcomings of the Doritos and Jim Beam programs from a social media perspective is that they presume that knocking out a video (even for a chance to win $1 million) is something that many of their brand loyalists can do, or want to do. Sure, both contests provide a little help with digital assets and guidelines, but it’s still largely a DIY proposition.

Now, contrast that with Sports Illustrated’s Swimsuit Video Mashup last year. That effort enabled participants to take existing video clips, audio clips, transitions, etc. and drop them on a timeline to create their own swimsuit highlight video in minutes. No prizes. No TV commercials. Just a fun and EASY way to extend the swimsuit issue experience.

Total entries: 9,056

Unlike Milk, Social Media is Not Homogenous

groundswell 300x180 Were Not All Social Media SpielbergsI use the Forrester Social Technographics Ladder a lot when working on social media consulting and training projects, because I believe it demonstrates well the notion that there are many types of social media users.

I don’t know for sure, but I’ll guess that the target audience for Jim Beam, Doritos, and Sports Illustrated are similar. Doritos probably skews younger, but they all target men. According to the Forrester data above, 31% of the male, 25-34 audience in the U.S. are Creators, meaning they might be interested in making their own video.

Certainly, all of these video contests allow for voting, so you also appeal to the Critics (another 44%). But without submissions, there’s not much to rate.

I love a good video contest as much as the next guy – probably more so. But when people are worried about having a job and whether or not squirrel hunting is legal in their neighborhood, I think I’d rather let them make a video easily with existing parts, then ask the 31% Creator group to go make a whole video.

(photo by LUZA)

Related
  • http://www.twitter.com/ScottHepburn Scott Hepburn

    Despite the barriers to user-generated content getting lower, you’re spot on: Making videos, audio clips, and other rich content (not to mention articulate writing) is still tough for lots of folks.

    Sure, the Flip is only about $200. And sure, it lets you upload something to YouTube with a few clicks. But can the average schmo shoot video worth a plug nickel? Eh. Edit it and add cool effects? Eh. Mebbe not.

    Even in the cases where it’s easy for brand loyalists to create content, I’m not sure the big brands are measuring the right things. A thousand videos vs. 9,000 — what’s the difference really? Did it boost sales? Did it convince any Pringles fans to try Doritos? Did it convert them into believers?

    Social media as a marketing gimmick is still…well…gimmicky. We’ve got plenty of room to grow.

    Scott Hepburn’s last blog post..ScottHepburn: Killer post from @jaybaer. "Is this for the fans, or for the media?" Social media projects that aren’t terribly social: http://is.gd/jl8c

  • http://www.twitter.com/ScottHepburn Scott Hepburn

    Despite the barriers to user-generated content getting lower, you’re spot on: Making videos, audio clips, and other rich content (not to mention articulate writing) is still tough for lots of folks.

    Sure, the Flip is only about $200. And sure, it lets you upload something to YouTube with a few clicks. But can the average schmo shoot video worth a plug nickel? Eh. Edit it and add cool effects? Eh. Mebbe not.

    Even in the cases where it’s easy for brand loyalists to create content, I’m not sure the big brands are measuring the right things. A thousand videos vs. 9,000 — what’s the difference really? Did it boost sales? Did it convince any Pringles fans to try Doritos? Did it convert them into believers?

    Social media as a marketing gimmick is still…well…gimmicky. We’ve got plenty of room to grow.

    Scott Hepburn’s last blog post..ScottHepburn: Killer post from @jaybaer. "Is this for the fans, or for the media?" Social media projects that aren’t terribly social: http://is.gd/jl8c

  • http://twitter.com/bduverneuil/status/ Benoit Duverneuil

    Reading: We’re Not All Social Media Spielbergs http://ow.ly/fq7

  • http://twitter.com/banoonoo/status/1204252876 Anna Schibrowsky

    RT @ScottHepburn: Killer post from @jaybaer. “Is this for the fans, or for the media?”: http://is.gd/jl8c

  • http://twitter.com/muzuigames/status/1206599625 The Hansen Brothers

    This is an amazing social media profiling tool by Forrester Research. Definitely useful http://ow.ly/fq7

  • http://twitter.com/centland/status/1221128617 centland

    Doritos, Jim Beam or Swimsuits?
    http://tinyurl.com/dn9weh

  • http://twitter.com/centenarylandsc/status/1221128617 CentenaryLandscaping

    Doritos, Jim Beam or Swimsuits?
    http://tinyurl.com/dn9weh

  • http://www.tommartin.typepad.com/ tom martin

    Jason,

    Interesting analysis. I also wonder if some of JB’s target doesn’t consider the content of the videos to be to GoDaddy’ish… the whole contest has a real testosterone teenage boy aspect to it.

    Which, combined with your thoughts re: is it worth my time, would seem to a plausible rationale for the poor performance to-date.

    And thanks for the tip on using the Forrester ladder… played with it but hadn’t thought of using it as you suggest. Nice of you to share.

    @TomMartin

    tom martin’s last blog post..Come to Mardi Gras. My Tweet!

  • http://www.tommartin.typepad.com tom martin

    Jason,

    Interesting analysis. I also wonder if some of JB’s target doesn’t consider the content of the videos to be to GoDaddy’ish… the whole contest has a real testosterone teenage boy aspect to it.

    Which, combined with your thoughts re: is it worth my time, would seem to a plausible rationale for the poor performance to-date.

    And thanks for the tip on using the Forrester ladder… played with it but hadn’t thought of using it as you suggest. Nice of you to share.

    @TomMartin

    tom martin’s last blog post..Come to Mardi Gras. My Tweet!

  • http://twitter.com/tommartin/status/1230316008 Tom Martin

    Why Jim Beam’s video experiment is failing from @jaybaer http://budurl.com/cw3g good early analysis

  • letstalkandchat

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