One Copy Song

One Copy Song is a Facebook app that allows only one person to listen to a song at a time before passing it to the next person in line – it was created in order to publicise the Adam Tensta (big in Swedish rap, apparently) track, appropriately titled “Pass it on”.

It worked as a Facebook app – you were placed in line to wait for your turn, then you had a set amount of time in which you could listen to it just once, when it then passed onto the next person in line. You could skip up the line by doing various things which promoted Adam – tweeting about it, Facebook updates, listening to his other music on Spotify. Neat idea, with the viral marketing, or ‘growth hacking’ built into the project right from the start – rather than making something and then going ‘right, how do we get people to tweet about this?’.

It also touches on a few other key points for marketing – it creates scarcity, by its very nature, there’s the social currency of being first in line for his fans (like getting the new iPhone first) and in order to get further up the scale, you publicise him, which creates lots more publicity for him, and keeps the concept public – if other people are doing this, maybe you should too.

And it just makes things a bit more special too, for fans of his. It’s not the future of music marketing, by any means – but it was a great little campaign.

What the Conservative Party and the Daily Mail can teach you about Viral Marketing

angry

How’s that for a headline? But first, a story.

A few years ago, students at Harvard were asked to make a decision – would they rather work for an annual salary of $50k in a job where all their co-workers earned $25k, or work for $100k where all their co-workers earned $250k. On paper, pretty straightforward choice – the second job pays double. DOUBLE.

But.

The majority of the students chose the first option. In psychology it’s called ‘loss aversion’ – in the second scenario a part of you feels strongly that you’ve ‘lost’ $150k. Monkeys feel the same, apparently – they’re twice as motivated by the worry of losing something as they are by pleasure of gaining something. It’s hard-wired in our monkey brains.

(more…)

Carrie – Telekinesis in a Coffee Shop

THIS is how you do social media promotion – spend the time and money to make something amazing, seed it well, and stand back as everyone posts it around their various social media channels for you. The idea that you can make a video for 10p and it suddenly becomes viral is a bit of myth, based around the few outlier videos which do make it. You don’t hear about the thousands of cheap things which don’t take off, because, well, because they don’t take off. Take the time and resource to create something amazing which links in perfectly with what you’re promoting, is surprising, exciting and which people WANT to share – “LOOK AT THIS” – and you increase your chances of success to the point where – well, how could this video not become popular. Over 3m views at time of posting, and it was posted a day ago.

“If you have to pay to get it, it’s not loyalty”

Great guest post over at Gapingvoid about Customer Loyalty programmes, sort of, but also really about making great stuff for your customers, and inspiring loyalty in them. Couple of great bits worth pulling out:

The key to understanding (and ultimately benefitting from) true “customer loyalty” is to recognize and respect that customers–as people– are deeply loyal to themselves and those they love, but not to products and brands. They are loyal to their own values and the (relatively few) people and causes they truly believe in. What looks and feels like loyalty to a product, brand, company, etc. is driven by what that product, service, brand says about who we are and what we value.

…the key is to help users become better at something they care about.

and

Of the four products I appear loyal to, none have ever given me an extrinsic reward. No punch cards, frequent-purchasing discounts, or Exclusive Access VIP Status (Now! With Better Badges!). No leaderboards, no contests, no discounts. But all have given me something far more valuable: enduringly rewarding experiences.

They have upgraded my personal skills, knowledge, and capabilities. They have made my life better. They have made ME better. THAT is the ultimate customer reward. When you give your users that, you still won’t have loyalty, but you’ll have something sustainable, robust, and honorable.

Anyway, it’s here, go and read it.