Viral Video Campaign for Morson - Essay Example

? Viral Video Campaign for Morson and Viral Video Campaign for Morson Brief Introduction Ecommerce has in the recent times tried to readjust itself in the dynamic changing business world. Any company that wants to stay ahead must embrace technology in its operations. Among other useful techniques which modern economies are using is the viral video technology (Nalty, 2010: pp. 59-79). Initially, this technology was viewed as for humor only but lately it has been embraced by companies in their marketing strategies. Being a video that can easily be shared over the internet, a viral video has a capability of reaching many people (Nalty, 2010: pp. 59-79). This hence positions it on a better place to advertise and market a company. Any organization can benefit from viral video technology especially if it gets the right team to do the work. E-commerce is thus in a new league of operation In a group of four, our assignment on the creation and publicity of a viral video which would see the marketing of Morson international successful began by planning on how we were going to do the assignment. This is because we believed in the ideologies of good plan for a successful work piece. Upon coming up with a work plan, we began by brainstorming on the best methods which would be used in the practical process of coming up with the viral video. A number of methods were proposed but we settled on imaging and animation. This is mainly because these two methods adapt excellently on the internet and has a special feature of diversification (Sweeney, 2005: pp. 130). In particular for the purpose of E-commerce, the two methods are very crucial in both advertising and marketing. One of the goals of making up the viral clip was to market the recruiting services of Morson International which is both a recruiting company and an engineering consulting firm. Publicizing it on its recruitment services was the main agenda of our assignment. After identifying the two methods, the ideals of what to next much depended on Morson. The story line to be put on the board was supposed to be verified by Morson. Morson added that Arabic language be incorporated in the storyline as they intended to change their website some day in Arabic. Working on the video began by using a flash mx platform. A flash is simple and very flexible hence it was of great importance here. The parts were animated and imagined in a sequential manner beginning with graduate man, end contract, fired man, magic lamp and then genie scenes. The second phase of this video making included introducing the images that described the company. The animation and imaging were successful and now uploading the content was the remaining thing. The content was uploaded and of which it was translated in Arabic and English. The finished video clip was given to Morson who upon keenly looking at it, a feedback was given. The feedback required some changes which among others included having a proper timing. The proper timing would accommodate both slow and fast readers. This aspect was to enhance message delivery to everybody in the fairest way. The last slide was also changed to put more emphasize on the morson.com instead of morson.com/recruitment which would only sell the recruiting department. Grammar was perfected especially in those areas where it seemed wanting and some parts which portrayed a wrong message like the “fired man” were removed. An Arabic voiceover was also considered and how to mix the corporate overview and aspects of a viral clip were analyzed and fixed. Upon fixing all the recommendation by Morson, the Arabic voice was recorded and a background sound which accentuated understanding was played. The flash was completed and handed to Morson for publicizing it. Considering that the creation of the video was a major part of the assignment, optimizing its search over the internet was equally important. This was to be both by us and Morson who uploaded it on YouTube. At the end of the day, statistics would be analyzed. We used all viral SEO methods at our disposal to optimize the presence of the clip in the internet. Clarification of Creative Ideas For a viral to hit its target, creativity is inevitable (Parkin, 2009: pp. 99-102). The creativity must capture the interests of all the people who might come across it. For this reason, creating a powerful work piece needed some clarifications of the creative ideas to be used in the video. The clarification is two-way traffic; Morson chips in its views and we chip in our views. Though the client remains to be the king, technical details are not negotiable. However, other details must conform to the needs of the client. Morson, being the client, had their chance of giving a feedback on the creativity used on the viral clip. The video was set in such a way that it had aspects of all those who want a job. Anybody who is looking for a job would handily skip such a clip which purports to give a direction to his interests. This idea is what our group capitalized. It is often that nearly all the graduates will be looking for jobs after conferment of their degrees. The viral video begins by capturing their attention. The animated image of a graduate draws the attention of every graduate and at a glance this effect has the potential of commanding full attention in attempts of trying to find out what it is all about. Additionally, the graduates consist the largest group of the job seekers and hence the fact that the clip starts by graduates’ image, then it is the best point to begin. This is because Morson recruiting department is looking forward in to maximizing the opportunity available and the one available is the graduates. Contract end is the other feature which is key in the clip. Any viewer of this clip will find his mind being stretched a bit. Job hunting is diverse and may result from many sources. End of a contract is such a one source. The reason why it comes after graduates is the hierarchical order of the group population of job seekers. Initially we had included the fired man part which Morson recommended that it be removed. Though on our view we thought it fit to accommodate even the sacked people, Morson treated at as something which would damage the image of the company. This is true as the aim is not replacement but creation of new opportunities. Nevertheless, exclusion of this part did not imply that those sacked cannot be assist to secure new jobs by Morson. In fact, it would be treated as contract end category. The images of the company bring in the element of credibility. Psychologically, people want to be associated with something elegant. Morson International is a big respectable company which offers a wide range of products. Its structures depict its worth and reliability of what it can do. This is why using its images on the viral video was very crucial. This accentuates the much needed trust. For a viral video to really rock people, emotions must form part of it (Allen, 2008: pp.38-54). This particular video had a wide target group. People looking for jobs come from all age brackets though the young form the largest part. In our creative measure, we tried to include a background sound. A sound that accompanies animated images is definitely appealing to all people. No one is left out emotionally. The sounds not only yield the much needed emotions but also call for undivided attention. Naturally, people are emotional about their needs and this is something we had to balance perfectly for this viral video clip. This aspect was even accentuated by the inclusion of an Arabic voice record which was recommended by Morson. Morson were targeting clients in the Arabic countries and hence wanted to capture them in their language. When you talk a foreign language, you attract the attention of the mind but when you talk in the language of the clients i.e. mother tongue, you touch their souls. This aspect adds more into the feelings and emotions which are needed in a successful viral video campaign. Method Used in spreading the viral Sharing the Video and Search for Keywords is a process which needed creativity of the highest degree. This is primarily because, the internet is loaded with information and for you to be rated high by Google, then you have to be the best in using the SEO and SMO technologies (Juon, Greiling & Buerkle, 2012: pp. 36). Our group was determined to see that the viral gets shared widely. Creativity is what draws more clicks. One thing we clearly understood was that no way we could create first impression using the second chance. For this our best had to come out the first time. Firstly, we ventured into the social medial. With a large friends’ pool on facebook of about 15,737, sharing the link on our facebook account increased the traffic to the viral video clip site. The hits it received directly implied the message was read. Getting an 80% assumption, it means that around 12, 500 plus got access of the video directly from our facebook accounts. This was a big step. Additionally, we had a facebook group account which we also successfully made use of. We posted messages on the wall of the group and invited new friends to join the group. To fully exploit the SMO technology, we joined new groups on facebook. In all these groups, we ensured we are active and our comments were embedded with leads to the video. In addition to the above friends’ base, we invited friends of our friends on facebook to have access of the viral video. In this, we used our friends who also shared the link of the video on their facebook wall. This multiplied the hit results and pushed the viral clip on a better standing on Google rating. Creativity was really needed in enticing people to click on the link. Most of our friends are young people who are interested also on anything which concerns recruitment and new job opportunities, this aspect was exploited to the fullest. The messages in which the viral video link was embedded to were irresistible to read and click. In fact most of our friends shared the messages unedited as they were both humorous and full of hope to those who were looking forward to secure a job soon. Facebook made Morson be known through the viral video. Among the messages used were inspirational quotes, the must laugh jokes, response to our friends’ postings and many other ways. The key thing which we kept on watch was the fact opportunity never to pass unnoticed. The same was done on twitter. We increased a following on twitter for sharing the link and in our every comment on twitter or facebook; it was a rule that the link be part of the comment. To diversify, we decided also to increase the people we were following on twitter. We followed groups with large number of followers and also personalities who have a large following. With this, we capitalized on commenting on every tweet we found on twitter irrespective of whether it made sense or not. This is because attention is drawn to weird comment on all social media. In our comments we tried to differ on everything or think otherwise just to command the attention. Though not all people clicked on the link, they responded pretty well. We also made use of use of MySpace and Netlog to pass the message across. Thanks to technology. Through use of Smartphones, we invited our friends who were off the social media to come and have a look on the video. We never left anything for chance and this included use of blackberry messenger and whatsup app. We also made use of Google plus and instagram. These technologies helped very much sharing the video to many people who are part of the Google community. Google commands a good membership figure and it is indeed an excellent route if you want to reach many people. Search for the Keywords Despite the sharing of the viral clip, wording of the clip is very important. The name given to the clip determines greatly its rating on Google and other search engines. As a group, we embarked on a thorough search for the keywords on the internet. The searching involved finding words which have the highest usage so that using our sharing and publicity, the clip can be on the top. No online marketing campaign which can succeed without making the best use of keywords (Sterne, 2001: pp. 399). In our search and use of keywords we found it fit to use phrases rather than one word case. One word fails to direct the intentions. Phrases like “are you job hunting?” were used in the Google search. The Morson.com website was repeated often. Repetition is healthy for Google sums all the times that particular phrase has been used. Gnatt Chart Activity week 3 week 4 week 5 week 6 week 7 week 8 Brainstorming   Storyboard development   First scene creation   Creation of second scene   introduction of images of Morson   Website content preparation   Translation into arabic   Feedback from Morson   Recording of voice in Arabic   Background sounds recording   Submission for Publication   Risk Analysis Table Risk Analysis Hacking This may occur on the site where the video is hosted. To overcome the risk of hacking, the password will be changed at irregular intervals. It will be also a very strong password consisting of numbers, letters and special characters. Traffic Google sometimes becomes suspicious with unwell coordinated traffic especially from social media. To avoid crossing ways with Google, in our campaign we are going to employ all Google penguin rules and professional keyword search methodologies. Social media Mishaps The viral is being spread by several stakeholders i.e. the four of us. Human beings are prone to errors and this is a risk. If anyone of makes any kind of a mistake, the viral project may fail. What everyone does will be highly analyzed and comments received will be closely monitored Misunderstanding The viral targets different clientele. There is a risk of misunderstanding among these targeted groups. Nevertheless, all aspects of demographics have been put in place to ensure harmonization. Leaking Playing it safe means everything for the success of this campaign and we are building on trust to avoid leaking. Weekly Attendance Register Weekly Attendance Register Week/Member Group Leader Deputy group Leader 3rd Member 4th Member week 3 Present Present Present Present week 4 Present Present Present Present week 5 Present Present Present Present week 6 Present Present Present Present week 7 Present Present Present Present week 8 Present Present Present Present Task Contribution Table Members Group Leader Deputy group Leader 3rd Member 4th Member Tasks Chairing all the meetings clerical work Background sounds Spearheading Viral campaign Liasing with Morson Animated Images desins arabic translation Keyword search coordinator Group coordination social media compaign social media campaign social media campaign social media campaign Meeting with Tutor As a group, we organized a formal meeting with our tutor whom we presented to him a number of issues. One of the issues was the position of a client involvement in the creativity of the viral clip. The tutor’s advice of not negotiating on technical matters is what we used in developing the creativity needed in the video. Nevertheless, he advised that whatever the client needs should be incorporated in the creativity. For example, the creativeness had to be in Arabic. We presented to the tutor how we shared the work as shown below; Group leader; coordinated the group and liased with Morson for any updates. He also chaired all the meetings Deputy group leader; kept all the clerical work of the group and designed the animated images on the video clip. 3rd member; he did the background recording and ensured that the translation into Arabic is accurate. He also participated in social media campaign 4th member; she spearheaded the social media viral campaign. This included keyword search and YouTube related stuff. To ensure we are in line with the deadlines, we had a calendar of events which we were strictly following and we presented it to the tutor and he was happy about it. some of the key lessons we learnt was how to effectively work as a team. How commitment can yield great results. Application of knowledge in real practice is something we also came to embrace earnestly. E-commerce is a real thing which is revolutionizing business in the 21st century. Conclusion E-commerce is the new thing in modern business circles. Everybody across the globe is going digital and nearly all the systems are being computerized. Having a computer and internet access is no longer a want but a necessity for every house hold. Using a viral video in the marketing strategies is a move which is guaranteed of good results. If done professionally, many people will get the message. Weekly Meeting Minutes Week 3 There was brainstorming of practical steps in viral video creation whereby animation and acting were proposed Week 4 Decided to use animation and images in developing the clip. We also created a storyboard of the video Week 5 started practical steps by creating the first scene of a graduate and end contract on the flash mx. Week 6 we worked on the fired man, job wanted, magic lamp and genie scenes. Completed the part of images introducing Morson International and the whole video was ready minus the sounds Week 7 website content was prepared and translated into Arabic and English. Feedback from Morson was also received and fixed. We finalized on the flash and started recording both the background sounds and voice in Arabic. Week 8 We submitted the Video for publishing by Morson List of References ALLEN, K. (2008). Viral marketing 100 success secrets. S.l, s.n.]. JUON, C., GREILING, D., & BUERKLE, C. (2012). Internet marketing: start-to-finish. Indianapolis, Ind, Que NALTY, K. H. (2010). Beyond viral how to attract customers, promote your brand, and make money with online video. Hoboken, N.J., Wiley. http://www.books24x7.com/marc.asp?bookid=40586 PARKIN, G. (2009). Digital marketing: strategies for online success. London, New Holland Publishers. STERNE, J. (2001). World Wide Web marketing integrating the web into your marketing strategy. New York, John Wiley SWEENEY, S. (2005). 101 ways to promote your web site filled with proven Internet marketing tips, tools, techniques, and resources to increase your web site traffic. Gulf Breeze, Fla, Maximum Press. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=122229 Read More