Jaffe Juice: My ooVoo Day in the Wall Street Journal

March 17, 2008

My ooVoo Day in the Wall Street Journal

When it comes to proof of concept of conversational marketing, metrics and measurements are still relatively undefined and directional at best.

Whilst we always tell our clients never to plan a new marketing program "expecting" media coverage, when it happens it's always a bonus and a sign that the ripple or inside-out approach has merit, validity and impact. For the most part, the Wall Street Journal is at the top of that list.

If you think about it strategically, it makes total sense though. Seeding programs to "the influencers" are really not much use if they cannot break out of the fish bowl.

crayon's first major effort for The Coca-Cola Company, "Virtual Thirst", was a Second Life-centric program which was covered in the Wall Street Journal. And now I'm proud to say that so too is "My ooVoo Day With..." - the program we put together for our terrific client, ooVoo.

Here's a snippet of this morning's piece, titled "Attention, Bloggers"

Showing Them the Goods

Short of such a personalized approach, businesses should at least be sure to send their product to bloggers whenever possible, rather than simply sending a press release that describes the product, online-marketing experts say.

A company called ooVoo LLC took that principle a step further in promoting new videoconferencing software, offering the software as a way for bloggers to connect with their readers. "The last thing the blogosphere needed was another software-release announcement," says Scott Monty of Crayon, a marketing company that helped plan ooVoo's promotion.

New York-based ooVoo invited more than 20 prominent bloggers to each host a live, 15-to-30-minute video chat with readers on topics of their choice, using the ooVoo software. Each blogger could chat with five people at the same time.

A number of the bloggers posted entries announcing their participation in the event and then wrote about their reactions to the chats. In addition, participating readers wrote reactions on their own blogs, and comments quickly spread across the blogosphere.

The event created "a viral effect with momentum," says ooVoo's chief executive, Philippe Schwartz. "The ripple effects were huge."

On a different note, it's terrific that programs like these are being acknowledged and validated by the mainstream media.

Posted at 05:57 AM in Creativity | Permalink

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When it comes to proof of concept of conversational marketing, metrics and measurements are still relatively undefined and directional at best.

If you think about it strategically, it makes total sense though. Seeding programs to "the influencers" are really not much use if they cannot break out of the fish bowl.

Here's a snippet of this morning's piece, titled "Attention, Bloggers"

Showing Them the Goods

Short of such a personalized approach, businesses should at least be sure to send their product to bloggers whenever possible, rather than simply sending a press release that describes the product, online-marketing experts say.

A company called ooVoo LLC took that principle a step further in promoting new videoconferencing software, offering the software as a way for bloggers to connect with their readers. "The last thing the blogosphere needed was another software-release announcement," says Scott Monty of Crayon, a marketing company that helped plan ooVoo's promotion.

New York-based ooVoo invited more than 20 prominent bloggers to each host a live, 15-to-30-minute video chat with readers on topics of their choice, using the ooVoo software. Each blogger could chat with five people at the same time.

A number of the bloggers posted entries announcing their participation in the event and then wrote about their reactions to the chats. In addition, participating readers wrote reactions on their own blogs, and comments quickly spread across the blogosphere.

The event created "a viral effect with momentum," says ooVoo's chief executive, Philippe Schwartz. "The ripple effects were huge."

On a different note, it's terrific that programs like these are being acknowledged and validated by the mainstream media.