Kobe Bryant recently released a video of himself jumping over a speeding car, or at least appearing to jump over a speeding car. While the video is likely some special effect, the stunt is incredibly stupid and irresponsible. He starts the video by showing off his new Nike’s which makes me believe that this is part of some kind of ad campaign.

The video has been shown on numerous news shows this morning and will undoubtedly get sent around until everyone has seen it.

The problem will come when the first stupid person decides to try it themselves to show off. The first broken neck, paralyzed or dead kid will make Kobe and Nike look incredibly irresponsible. I would not be surprised if they get sued and it becomes a big mess.

While I don’t want to sound like the grumpy parent that I am, I can’t help but point out that this is stupid and irresponsible behavior and the perhaps the dark side of social media marketing. Kobe has a huge following despite his problems off the court. Kobe’s jersey is the number one most popular jersey in the US and even in China. Kids who don’t know any better and adults who are stupid enough to try to emulate their heroes are going to see if they can do this too.

While a pair of Nike’s costs $130 bucks, a kid’s life priceless. Nike and Kobe should start thinking now about how they get themselves out of that mess. It’s coming soon.

Technorati Tags: Kobe Bryant, Nike, social responsibility, social media marketing

I came up with a short starter list of why Chief Marketing Officers and Chief Communications Officers should make social media a priority.

You need to know what people are saying about you. There is a customer to customer and press to customer conversation going on throughout the internet. Any company that fails to understand and act on this puts themselves at risk for getting blindsided by the conversation. At a minimum, they should be tracking the conversation. The best practice is to go beyond monitoring to building a social media strategy to influence the conversation.

You need to know what your people are saying. If your customers are using social media, it’s also quite likely that your employees are using social media. They will be doing it no only for themselves, but also to fill gaps in the company’s social media strategy. Left un-managed, this presents numerous risks to the company’s reputation and customer/competitive relations. Inappropriate information may get disclosed and comments about policies by employees may confuse customers. Further, it is not uncommon for information published by employees with good intentions to be poorly maintained and out of date. Every company should have a Social Media Policy and a plan for cleaning up/maintaining information published about them across the internet.

You need to make your marketing/communications more efficient. Customer and stakeholder attention is now in shorter supply than ever. Traditional marketing and communications approaches are becoming increasingly less effective and consequently it’s becoming more expensive to realize communication goals. Social media and community are two mechanisms to radically improve efficiency. It will take an investment, but this investment has much greater leverage than investments in traditional media. Traditional media content scales up linearly with cost and have diminishing returns. Social media content scales up with the size of the community and can have compounding returns. Any cost conscious CMO or CCO should be figuring out how to use these tools to make their companies more cost effective.

Tell us why you think CMOs and CCOs should make social media like blogging, podcasting and networking a priority.

PS - Click here to learn more about how the University of Southern California’s CCO is using social media by listening to this Digital Podcast.

Technorati Tags: social media marketing, marketing priorities

Social media can be a very effective mechanism for marketing as shown in this video case study produced by Shel Israel as part of FastCompany.tv. The campaign was put together by SeaWorld San Antonio and focused on a pre-launch campaign for a new ride at the park called Journey to Atlantis.

They put up a WordPress blog and uploaded raw content to Flickr and YouTube. They then worked the online communities focused on roller coasters to get the word out.

This is an excellent example of a simple, highly focused campaign and a well orchestrated effort to measure the results.

This type of campaign shows that social media can be woven into your marketing efforts with practical and relatively straightforward methods. I’ve captured some screen shots below and a sample of a YouTube video to help provide some perspective on the project.

Here’s what the blog looked like:

And a video from YouTube.

And some of pictures from Flickr.

Technorati Tags: social media, social media marketing, FastCompany.tv, SeaWorld, Journey to Atlantis, Shel Israel

In Digital Podcast 38, we interview David Becker, Chief Marketing Officer at ExpoTV.com. ExpoTV is all about consumer generated video product reviews both on line and on TV. ExpoTV covers just about any product you can imagine with about 250,000 reviews.

If you are interested in producing a social media marketing campaign that uses user generated content this podcast is for you. David discusses the concerns advertisers have about marketing around user generated content and some of the steps marketers can take to mitigate the risks. He provides case studies from other companies that show how they have managed to produce successful social marketing campaigns. David has suggestions about how to connect with super fans and turn them into allies that will make social marketing work for you.

 

 Digital Podcast 38 [48:17m]: Play Now | Play in Popup | Download (511)

David Becker is ExpoTV’s Chief Marketing Officer. Prior to Expo, David served as president and COO for Beliefnet.com, a spirituality and self-help web site. David also founded Backslap Entertainment, a user-generated content production and syndication company backed by Fremantle, producers of American Idol. David was also President and COO of Uproar.com.

Technorati Tags: social media marketing, user generated content, super fans, advertising, David Becker, ExpoTV

Kina Grannis, an aspiring singer songwriter, caught my attention along with a lot of the tech community with a post over at Digg. The post linked to Kina’s YouTube page and had a song called “Gotta Digg”. The Digg fans went crazy for Kina and voted over 10,000 times for collection of posts linking to her blog and to the video at YouTube. Kina’s YouTube traffic skyrocketed up and “Gotta Digg” has gone over 180,000 views.

Kina is trying to win a contest and NEEDS YOUR VOTE. The contest is called Crash the Superbowl and the winner gets a recording contract and their video played on the Super Bowl broadcast. Kina was kind enough to spend some time with me on the phone discussing her career, the contest and the impact of her most recent experience with social media.

 

 Digital Podcast 28 [9:40m]: Play Now | Play in Popup | Download (1507)

If you want to hear more of Kina’s music you can visit her YouTube page, KinaGrannis.com or sign up for voting reminders at a site she set up for video blogging about the contest called Two Weeks for Kina.

Kina also has some CDs for sale on iTunes including One More in the Attic, sincerely, me and In Memory of the Singing Bridge

Gotta Digg Video

The Myspace Video

So GO VOTE FOR KINA.

Technorati Tags: Crash the Super Bowl, Kina Grannis, MySpace, Digg, YouTube, social media, social media marketing

There’s a contest over at MySpace. It’s called Crash the Super Bowl and it’s a contest to win a record contract and a 60 second video to be played at the next Super Bowl. The contest is down to 10 artists and the clock is ticking down in this round of voting.

Kina Grannis, one of the 10 artists still in the running, is working hard to win. She has her blog, Two Weeks for Kina, going full steam and she has made a play to get out the tech vote using social media marketing. With the help of Digg, TechCrunch and Robert Scoble she seems to be breaking out with the tech fans. The Cute Girls Sing Awesome Song About Digg post at Digg has over 4000 votes as I write this and is the top post of the day. TechCrunch has picked up the story, Scoble has added the post to his shared feeds and Kina should get a lot more support from the tech fans. In the time it took to write these few lines the post at Digg has climbed to 4,185. The views at YouTube have climbed to over 36,000.

Here’s the video Gotta Digg

And the lyrics:

When I’m feeling lazy, at school or when I work
I sneak to my computer, and then I like to shirk
I don’t go online shopping, I don’t email with my mom
I open up my browser, and go to digg-dot-com

Chorus: Gotta digg, gotta digg, gotta digg
Gotta make this story big!
Did you hear that awful sound?
Another server’s down!

I always dig up Apple, and I bury Microsoft
But when I said I was a girl, all the diggers scoffed
And when I see those stories about Senator Ron Paul
I don’t even RTFA; I just digg them all!

Chorus: Gotta digg, gotta digg, gotta digg
Gotta make this story big!
Did you hear that awful sound?
Another server’s down!

The fanboys can be tiresome, they always are outspoken
And if you’re listening Kevin Rose, the comment system’s broken!
I know digg isn’t perfect, but be thankful for what we’ve got
It’s just like daddy always says: “At least it’s not Slashdot!!!”

Chorus: Gotta digg, gotta digg, gotta digg
Gotta make this story big!
Did you hear that awful sound?
Another server’s down!

So why not, vote for Kina.

Technorati Tags: Kina Grannis, social media, digg, social media marketing, crash the super bowl, discovery, music