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Russ Chandler

Russ Chandler Product Marketing Manager

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The Kony Effect

So I'm sure a lot of you have seen this "Kony 2012" video where a non-for-profit group created a informative video about the Lord's Resistance Army leader Joseph Kony. The reason I bring this up is that I am absolutely amazed by their 74,134,117 views since uploading the video on March 5th.

I don't obviously think anyone is going to create a 74 million viewed video for their dealership but I was interested in how exactly they were able to accomplish this. It wasn't just a Facebook fire that caught wind, they specifically made a list of famous people ranging from politicians to musicians. They asked this large list of famous celebrates, that together totaled millions of connections, to share this video with their network.

Using a celebrity to boost your sales is far from a new idea but has it been applied to your dealers social network? Many dealers out there already have several local to national celebrates of all kinds used in commercials or other marketing ploys. Why not hire them for their social network?

Creating a well thought out marketing plan that evolves a well produced video or message that promotes your dealership could be shared by your affiliated celebrates social network. Sure this my sound a little far fetched, but how out of the question is it? In some cities its going to be easier then others but creating your own list of celebrates that would cooperate to share your message or promotion might be an easy outside-the-box way of reaching people. In larger city I would imagine a lot of dealerships already sell celebrates of all kinds. 

I think the key here would be having an in-depth plan that can be quickly executed when it comes time to pull the trigger on your campaign. Like a direct mailer schedule where you drop mailers in increments over a 5 day span. The quality of your message is also going to be a huge make or break dynamic of our promotion. 

Adam B.
Great post. As you mentioned, this wasn't just a simple video upload. There was a strategy conceived and executed by their team. I think it will be interesting to see how many charities follow their lead to raise awareness for global causes. Dealers of the future will embrace social media and enjoy the ride!
Russ Chandler
Thank you Adam! I'm still just baffled by how many people they were able to reach by just sharing a video on Youtube(Free) and Facebook(Free). Sure it did cost money for the site and production of the video but the channel used to reach people were COMPLETELY FREE! I wonder what the ROI would be on something like that if it were a product or service of some kind?
Eric Miltsch
Oh dear. A Kony reference. (Thanks for tipping me off Lindsey:) First off, this has brought Slackitivism to new heights: The thought that simply sharing a social, yet distant, emotionally charged cause is going to create any change. It hasn't. Nothing has changed in Uganda. The only difference that it has created has been to their bottom line. Kony has been "known" for about 20 years & is reported to be hiding or dead based on different sources. Secondly, incredibly exaggerated YouTube views, like this, are usually brought about by bot views - which are paid for. this video was not distributed for free. In fact, the charity behind the cause pays the director of the video 90k year. (Another issue I have with the organization is the fact that over $10mm has been raised and only 32% of the funds go to the cause - the rest is chewed up in salaries and expenses - I know, another topic, another discussion, but those proportions are not right when you're talking about a charity organization. This is a well orchestrated political play masked with heavy human emotional overtones. The real issue here is the oil regions within Uganda & unfortunately, not the children. (in this reference) Now - how does this all relate back to a car dealership and something they can produce? Simple: Be real; tug on a genuine emotional heart string and make a true connection with the viewer. Tell me, without screaming at the camera, how long the dealership has been in business. Share with me what real people have said about your unique customer experience. Make me want to drive down there and see what the heck is going on differently at your dealership. Give me something that makes me stop and tell my friends, who may be in the market for a car, why they need to come down and buy from you. If I saw a car dealership who had even 10k views on their videos, and the video was nothing different than another dealership, I'd call BS that they were either promoting the video on YT or even buying bot views. Russ - cheers to you for using a hot, relevant topic to start a discussion which make us think - on many different levels. (Do you own research, don't let my comments sway you either way) And, you are absolutely correct with your recommendations in the final two paragraphs.
Brady Irvine
Oh yeah right... Next thing you're gonna tell me is that changing my profile picture doesn't stop child molesters... Sheesh.
Eric Miltsch
Brady gets it (:

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