Yesterday we launched our new Video Marketing Quiz.
The idea was for us to find an engaging way to present the data we have
captured from real traffic on real sites. Once we settled on the format our
designers worked overtime putting together the Flash elements and creating a
neat user experience that was informative without being preachy. I think they
did a great job, but you can decide for yourself when you take the quiz.
The next part of the puzzle was how to get people to find
out about and take the quiz. We were never looking to explode, just to build
some awareness which would translate into extra traffic. We wanted to tap into
the online community of marketers who could see the value of the quiz and
introduce them to EyeView without trying to sell them anything.
At the same time we wanted to put into practice some of the
things we have learned from reading and participating in marketing blogs and
discussions over the past few months. First of all we wanted it to be Free.
I devoured Chris Anderson’s book when it came out and while I don’t believe he
suggested anything radical, I think he captured the essence of something important
regardless of what Malcolm
Second of all, we wanted to try out our new interpretation
of doing business as a B2B company. Instead of a business negotiating with
other businesses, we want to be individuals in a business talking to
individuals at other companies. This sense of building and maintaining trust is
something we have gleaned from our contacts in social media and specifically
from the Titan of Trust, Chris Brogan.
In honor of our launch on the same day as Chris launched the
book he wrote with Julien Smith, we
chose to run a modest promotion on the book’s Facebook fanpage.
We thought it would be a nice idea to try to give away 50
copies of the book to anyone who completed the quiz and tweeted their score on
Twitter. Things were ticking over nicely until this happened:
That’s when it all went crazy. I want to present some of the
statistics we have gathered from the first 24 hours since the Video Marketing
Quiz went public. The viral impact of several points in a network choosing to microblog
our link on Twitter at around the same time meant that in the first 8 hours
alone, over 3,000 people came and took the quiz. We have connected with marketers
all over the world who want to know more about effective video for businesses.
I sent copies of Trust Agents across the world to places as far flung as Canada,
England, Brazil, India, Malaysia and Kentucky. There is truly a global
marketplace for good writing and smart marketing.
So far it’s been a heck of a day. I’ll let you know when it