This is a very strong and measurably effective viral video search marketing effort overall.
Santa Monica, CA (PRWEB) November 18, 2008
Gregory Markel, Founder and President of Infuse Creative, spoke to the FOX Business Network's Alexis Glick, V.P. of Business News and host of 'Money For Breakfast' this morning, regarding the video marketing effectiveness of the controversial General Motors Youtube video, U.S. Auto Industry and the Ripple Effect.
View the General Motors U.S. Auto Industry and the Ripple Effect YouTube video here: http://www.youtube.com/watch?v=72cHfOKoA1c
Gregory was asked by FOX Business News on their live, national television network broadcast, to analyze General Motor's video marketing effort and give his opinion about what they did right, and what they missed.
Gregory gave the effort overall high marks at a 3.8 out of 5 rating and went on to say, "This is a very strong and measurably effective viral video search marketing effort overall."
Some details from Gregory's analysis (As of 11/17/08):
WHAT THEY DID RIGHT:
- Viewed: 120,812
- Rated: 1,017
- Commented: 743
- #1 most discussed (Autos & Vehicles) Youtube
- #12 Most viewed at Youtube
- Searchable by keyphrase us auto industry ripple effect (#1 Result)
- Listed at #8 on some 3rd party viral video popularity lists
Google.com/Google Blogs/Viral Video stats:
- Google.com search results for phrase us auto industry ripple effect (The number of sites talking about the video found by Google): 1,350
- 124 instances of us auto industry ripple effect found on Google Blogs
WHAT THEY MISSED:
- Constant In-Video Branding/Call To Action Absent: Should have branded registration goal site http://www.gmfactsandfiction.com URL throughout entire video instead of at the end and included registration call to action within the video while suggesting a click on a live URL in the description pane.
- Description Pane Lacking Clickable URL: Should have included a clickable full http://www.gmfactsandfiction.com URL in the first line of the video description and told viewers to click on it throughout the video. This would have generated more clicks to http://www.gmfactsandfiction.com
- Negative Comments Work Against The Goal: 99% of the 1st page comments at YouTube are negative. This visibly counters their goal of eliciting empathy and support through education. Should have turned off, or moderated/filtered, or responded to negative comments in visible effort to dialogue with consumers
- Light Keyword Targeting: Should have included more popular and relevant keywords and phrases in the video's title, description and tags: The video is not found within the first two pages at Youtube by primary and related keywords: general motors, general motors video, general motors bailout, general motors bankruptcy, gm video, gm bailout. Took test subjects 3 attempts to find the video by keyword
- No Paid Search Support: Should have supported the YouTube and http://www.gmfactsandfiction.com registration effort with paid search via Google adwords & YouTube promote your video keyword targeted results for both root keywords and secondary yet related keywords like bailout, economy, economic bailout" etc.
Secondary Video Engines:
- Yahoo/Myspace/MetaCafe Video Engines Missed: Not found by keywords general motors, general motors video, us auto industry ripple effect
- Hard to Find: Not directly found on 1st page by keywords general motors, general motors video, gm video, gm bailout
- No Paid Search Support: Should have supported the YouTube and http://www.gmfactsandfiction.com registration effort with paid search via Google adwords keyword targeted results for both root keywords and secondary yet related keywords like bailout, gm, gm bailout, economy, economic bailout, etc.
Social Bookmarking/Tagging sites:
- Digg: Not found for u.s. auto industry ripple effect
About Infuse Creative: http://www.infusecreative.com
Gregory Markel and Infuse Creative have provided search marketing services and technology to an extremely diverse variety of clients including; Mazda, Gibson Musical Instruments, New Line Cinema, Warner Bros, Pacificare, The BBC, Ed Hardy, Led Zeppelin, CBS, FOX, The National Geographic Channel, Realty Executives International, Sony, Universal Vivendi, and many more.
melissa @ infusecreative.com