If I had a dime for every client who talked about doing a video and having us “make it go viral,” it would be akin to winning the lottery.

Videos don’t just go viral. So if you were enticed to read because you thought you were getting some secret sauce, magical, one-stop “Easy Button” BS in this post and want to quit reading right here, you can. I won’t be at all offended.

But it does happen. Videos going viral, that is. The key is usually when the video is funny, entertaining, heart-warming – and when it stars a cute kid, kittens or puppies, that’s always a bonus.

Yesterday morning, my daughter, Katherine Meyer emailed me a link to a video with a little girl in it talking about how she was never going to marry without first having a job. I thought it was darling (as was the little girl) and it touched my heartstrings. I’m the mother of four, and raising my girls to be strong, self-sufficient and independent are what I consider my most important job as their mother.

327 Views, WooHoo!

I liked the video so much I wrote a blog post about it. At the time that post was published, at about 7am yesterday morning, the original YouTube video had 324 views. I don’t know why I made it a point to note that, but I did.

Throughout the day, the video was seen by people reading my post, as well as by others on the interwebs. Like me, many others picked up the video and wrote their own posts, including the media powerhouse Mashable, which plopped the video on their front page.

296,620 Views, Oh Baby!

You know it. Vi-vi-vi-viral baby! Some 18 hours after I wrote my post featuring the video was published, the video now has had some 296,620 views – and counting.

Holy Viral Videos, Batman, that’s amazing! And, while I only played a small role in this story, I thought the fact that the video had 324 views when I published my piece was a great way to show you the power of the people and those doggone interwebs. Isn’t it amazing how quickly something can go from being sent via an email with a “Hey, saw this and thought it was cute” message to being the featured video of the day on a site like Mashable?

So, the secret to making a video go viral? There isn’t one!! Do you hear that, people, there isn’t one!!!!

But, if your video has a great concept, is funny or heart-warming (shocking also works), or both, features a kid, kittens, puppies or someone being silly, you might have a chance. Oh, and toss in a huge measure of good luck and add a sprinkling of people with lots of friends and you’re set.

Now, go make one. And please don’t ever hire someone and ask them as a part of their deliverables to guarantee they can make your video go viral. We would all appreciate it.

And, in case you missed it, here’s the video:

How To Make a Video Go Viral is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

So my friend Mike Ashworth shared this video today and I’ve not stopped laughing since the moment I clicked “play.” Apparently, this is what goes on in Brighton, on the South Coast of England. (Why is it that I don’t visit there more often?). And it occurred to me that this brilliance deserves a little social media love.

Matt Whistler is not only seriously crazy, he’s seriously funny. And the very least any of us can do is stop what we’re doing – NOW. Then, immediately log in to Vimeo (or sign up if you don’t yet have an account) and “Like” this doggone thing. Something this funny deserves to go viral, dontcha think? And while you’re at it, subscribe to Convict Films’ channel because their stuff is fantastic.

Surfin’ Bird Christmas No.1 2010 starring Matt Whistler from Convict Films on Vimeo.

Anyone who is nuts enough to do this deserves some massive kudos. And now, I can’t get the doggone song out of my head, so I’m torturing you with it, too. After all, that’s what friends do.

Everybody’s heard about The Bird. Well, The Bird, Bird, Bird, The Bird is the word. Don’t you know about The Bird? Well, everybody knows, The Bird is the word. Well, everybody’s heard about The Bird. Well The Bird, Bird, Bird, the Bird Bird’s the word.

Thanks to Matt Whistler, Convict Films and Mike Ashworth for making Surfin’ Bird Christmas #1 – and my day. And, for the record, this is proof positive that there really IS value in pissing your day away and getting lost in the Internets. Look at the gems that are out there, just waiting to be discovered. You’re welcome. Again.

Dignity is Overrated – The Bird is the Word is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

My good friend and frequent collaborator Alex Greenwood is the author of Pilate’s Cross, a newly-published mystery novel. Alex comes from a long line of literary folks and literally has writing in his blood. In spite of the pressure that gives a guy who wants to write a book, he’s managed to produce one heck of a great thriller, and one that is actually based on a true story. And, Alex opted out of going the traditional route and published Pilate’s Cross as an ebook.

Alex has an advantage over a lot of other writers because he’s also a seasoned PR pro, so not only can he spin a great novel, he knows how to promote it effectively. And as many authors will tell you, the writing isn’t really the hard part — it’s getting people to know about the book and actually buy it that can be tricky. Thus, a comprehensive PR plan, combined with a savvy social media presence and a solid online marketing effort will go a long way toward helping an author sell books.

In addition to opting to publish an ebook, Alex is integrating other sophisticated technology into the promotion of the book, a trend that’s becoming more and more popular among savvy writers and publishers. Like many successful authors, Alex harnessed the power of the Internet in a number of different ways. He has a great website, as well as a presence on Facebook and Twitter, where he actively participates and engages in dialogue with his readers, as well as with other authors.

But he didn’t stop there. Alex worked with Teri Rogers and her team at T2 + Back Alley Films, a digital creative services agency located in Kansas City, and produced a trailer for the book that’s simply out of this world. Teri and T2 are clients of mine, so I’ll admit right up front that I think they’re spectacular and their creative product is right up there with the best in the business.

But I’ll let you judge for yourselves. Here’s the trailer.

Now that you’ve watched it, I know you’re hooked, so head on over to Smashwords and download a 40% sample of Pilate’s Cross for free (or just trust me that it’s fantastic and pony up a whopping $3.99 and buy the doggone thing). You can also buy it on iBooks, Barnes & Noble, Kobo, Diesel, to name a few. And if you don’t want to take my word for it (which is rude and hurtful), there are some reviews you can check out here, and here’s an article in Present Magazine featuring Greenwood and Pilate’s Cross.

I really think there’s value in authors exploring things like book trailers to add a different element into their marketing efforts. I realize that there’s not a ton of money in writing books (understatement) and that not everyone can afford to do something like this, but combining the potentially viral nature of a trailer, the power of the Internet and social media marketing into the mix make good business sense.

And, call me crazy, but I really think that book trailers are something that writers of business books should seriously consider. Think about it – when you write a business book, it’s all about adding brand credibility, attracting new clients, being sought after for speaking engagements or a myriad of other business-related goals. Imagine how integration of a book trailer into your marketing efforts might impact those goals and, ultimately, perhaps bring you an even wider audience. Wouldn’t that be worth the investment?

Technology: Making Publishing More Social is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

Two hours ago, I discovered Cee Lo Green’s new single, F**K YOU, on YouTube. Imagine that. Actually, I first discovered it on Facebook, and swiped it from my friend Redheadwriting’s wall, posted it on my own and ultimately ended up on YouTube, where it had a little more than 750,000 views.

It’s a brilliant example of how effective the combination of a little strategy and a whole bunch of good luck can be when it comes to viral marketing. Cee Lo, with a paltry 8,000+ followers on Twitter and only 3,000 some fans on Facebook, used a combination of YouTube, Twitter and Facebook marketing to drive some almost 750,000 views in the space of a three day period, since its posting on Thursday, August 19th. Do you know how many brands would kill for that kind of exposure and viral buzz?

Not to take anything away from my man, Cee Lo, but this doesn’t appear, at least to me, as a slick marketing campaign carefully orchestrated by an agency and a slew of “social media gurus.” Rather, it seems to be someone who created a great “product” … put it out there, combined it with some timely PR – and then let the public do the rest. I could be wrong. I’m just guessing here, but after spending a fair amount of time looking through Cee Lo’s Facebook feed and Twitter stream, it really appears to be a bit of historic dumb luck. But part of the beauty of this, at least for this consumer, is the inherent lack of slickness in the whole thing. – it appears to have just happened. And that is often a critical ingredient when it comes to the magic of something going viral. Oh, and let’s not forget the power of social media marketing.

The geek in me is compelled to point out some stats here. YouTube has some 2 BILLION views a day and is in an enviable spot as the second most popular search engine in the world. Add to that Facebook’s 45 million daily status updates and 700,000 new members joining on a daily basis, and it’s no surprise that this strategy was effective for Cee Lo. Combine that with a song that’s sure to make even the most curmudgeonly among us laugh – even for just a minute or two – and you’ve got yourself a viral phenomenon.

Cee Lo. Dude, what can I say? A few hours ago, I’d never even heard of you. Now, you can count me among your biggest fans. Hat tip for a job well done. Oh, and your song – well, it rocks! Gawker calls it the song that should have been the song of the summer. I say that no matter when it’s “officially” released, it’ll be at the top of the charts.

Oh, and in the FWIW category, in the time it took me to write this blog post, the YouTube video has had an additional 80,000 views, bringing it to 830,741. In two hours. That’s 80,000 – in two hours.

F**K You, Cee Lo’s Viral Marketing Phenom is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

The story here isn’t really as much about the people involved in the creation of this great campaign (although they’re talented, that’s for sure) as it is about why social media – and video in particular – is such a perfect fit for causes and not-for-profit groups like MADD – and especially groups who target teens.

Part of the reason for the success of the campaign is the fact that they supplemented a traditional posters-in-schools campaign with video. Captivating, can’t look away from, in your face video. Props here to Esparza, as well as to the Wade Brothers, Realfake, Back Alley Films and their sister company, T2, as well as to Bazillion Pictures for the great music. They produced just the kind of not-messing-around-here message that teens need to see, again and again, in order to have any impact. Especially when the message is about teenage drinking and what it can do to your brain. Drinking is fun, brain damage, not so much.

Video is, without question, an effective tactic. And even more effective when you’re targeting a young audience. From a strategic standpoint, with the integration of a video component, they complemented the school poster campaign with a message that could be broadcast in local movie theatres, thus ensuring that it would not only be seen by the teens who were the original target, but by their parents as well. And NM MADD noticed a measurable spike in web traffic to the BrokenTeens.org site, especially during weekend days, a/k/a prime movie-viewing days. The feedback has been terrific, from parents and kids alike – which is not all that common for a public service message. In fact, the campaign has been so successful that they’re now exploring opportunities to roll it out into other markets.

So, take note not-for-profit groups – using video in innovative ways and then working with knowledgeable social media pros who can help your video message go viral is, most definitely, a strategy worth integrating into your marketing mix.

Causes + Video + Social Media = Great Results is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

It’s the story of a very special Coke vending machine being placed on a college campus and spreading some “love” to a bunch of unsuspecting kids. And watching it brought a smile to my face and warm fuzzies to my brain. Funny, I think that might be just exactly what the folks at Coke intended with this viral video campaign. The back story – the video launched on January 12th and has already surpassed a million views as the result of being shared on various social media sites. Here’s a link to the video:

and here’s the link to Ravi Sawheny’s terrific story in FastCompany that described the campaign.

I’m one of those wacky advertising types who watches the Super Bowl every year less for the game that is played than for the ads that are featured and even I have to admit that this is one cool viral video campaign. And exponentially less expensive than the cost of producing and running a Super Bowl spot. Ad folks have long been charged with coming up with the latest, greatest super cool idea and that has mostly manifested itself in great creative – TV spots, traditional print campaigns, etc. I think that while that won’t necessarily change, over time, we’ll see more and more of this kind of ingenious creativity marking unique moments in time and then see the people who are the recipients of the message assuming a major role in spreading the message. And it’s just that kind of consumer-driven emotion that enables a brand to really connect with its customers.

Disclosure. I have Coke in my fridge. I’m a Coke girl. I know all the words to “I’d Like to Teach the World to Sing.” I am old. And I like Coke.

What do you think? Do you agree that these viral kinds of campaigns – video or not, are the kinds of things best suited to capture the fleeting attention span of today’s consumers? I’m kind of thinking that I do. And would love to hear your thoughts.

Superbowl Ad? I Vote For Viral Video Instead is a post from: V3 Kansas City Integrated Marketing and Social Media Agency