A friend of mine told me something really interesting over a pint last night and I thought it sounded so impressive i’ll let you guys in on a little secret! Just remember where you heard it first!

He told me that he is working on developing a new search engine which is very close to release that uses social media sites within their algorithm. The project has been kept top secret until they can get the rankings and engine working correctly but they are now happy with it and ready to make an official announcement pretty soon

He told me it was codenamed ’sloof’ but won’t tell me the official name and it will have web spiders specifically designed to crawl social media sites such as Twitter, Facebook and Digg. The spiders will look for site mentions and number of links, as well as positive sentiment and number of comments made around a website. The search engine will then use other, on-site algorithms, (assumed to be similar to current search engines) to distinguish keyword relevance and use semantics to create relevance within the results.

This sounds like quite an exciting search engine and I look forward to hearing more about it. I going to hound him to see if i can have a play with it before it goes live, but he’s not giving too much away!

UPDATE

OK now the day is over i can reveal this is an April Fools, although i think the search engine idea is a really good one! Feel free to build it and send some credit my way!

I was ask the question the other day how do I make my online video viral? It’s a question that can’t really be answered generically but there are factors that need to be considered for all videos, or should I say of advertisement videos.

Any funny or clever video could go viral but we are talking here about marketing orientated videos that are going to benefit your business.

To begin with we need to understand the principles of advertising. Although YouTube and other video hosting sites are a fantastic way to distribute your video, the old school advertising methods still need to be understand when creating the video, plus some extra considerations to make it go viral.

The most important factor of any advertisement is that it needs to grab peoples’ attention. This became more and more difficult as more television channels were created but now you have the millions of videos on the net to compete with this can be a massive task.

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So to do this we need to look at peoples’ needs and desires, we need to look at Maslow’s hierarchy of needs.

What is your product? What emotion can it play on?

Can we use a character from your target markets youth that they will relate to?

The Drench video is a perfect example. Much like the Gorilla ad from Cadbury last year, it captures your attention through the use of a character. In this case Brains, a character that has an emotional relevance to a huge target market (age 20 – 60). This leads to the target market’s attention being drawn to the advert through the character, achieving the first stage of the advertising process.

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Next we have to get them interested. Again by using a character we can keep the interest in the video, we could use humour, education, music, language the options are vast and without being specific to your particular product/service, industry, target market, unique selling point and brand image I couldn’t guess which option could work for you, (if you want to comment on this post I could give you a better understanding of your business)

So you’re playing on a particular emotion within the video, you have gained their attention and have kept them interested. That is really all there is too it. Obviously distribution has a massive impact as people need to see the video to share it but once you have got them emotionally attached they will want to show their friends, as it will probably have the same impact on them. This is why a viral video shown on TV tends to be the most talked about, they see it on TV then share it with their friends through the internet.
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The BBC recently had an article on the Drench video.

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The comments made by some of the people are really interesting, particular the ones that don’t agree with it. The fact that they are talking about the advert clearly shows that the agency brief has been met, whether they agree with it or not. They have seen the advert, they have remembered the advert and they are talking about the advert.

Hope this gives you all a better idea of how to make a good viral video. Keep in mind that viral isn’t guaranteed but by keeping the above advice in mind it will certainly help, and remember marketing should be creative, the more creative you video the more people will want to watch it and more importantly, remember it.

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has been taken seriously by YouTube to create a new comment Audio feature.

The feature reads your comment back to you before you post it. YouTube are trying to stop people from posting so much unreadable crap on the comments and their approach to solving this is to include a option to read the mindless dribble that people have written back to them.

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My advice is to turn up  your speakers and get it to say something like:

Although it gives you a maximum character count it only reads back about half this amount, but it’s still good fun.

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