Dear Salar “Little Superstar” Kamangar: as the new Lord of YouTube, your presence would be welcome and appreciated by the YouTube community. You could send your “specialist,” but how about making a personal visit to let the creators, viewers and fans know they still matter even if you go Madison & Vine. VidCon is July 28-30, 2011 in Los Angeles. Hyatt Regency Century Plaza Hotel 2025 Avenue of the Stars, Los Angeles, CA 90067.
Here’s the agenda, and you’ll be the keynote. I know last year didn’t work out. And don’t worry- we’re a very positive group and it won’t be like typical public speaking settings. Hey if you just walk on stage, wave, and say hi… you’ll have us eating from your hands.
Sure I’ll probably make a fart sound from the back of the audience when you get onto the stage, but that’s only to make you feel “at home.” You know what we’d LOVE? If you told us a story. Something that humanizes you… maybe a funny experience of the early days of Google that’s not widely known. Stay away from biology and corporate stuff. Tell us a funny anecdote from your rare and wild ride.
You don’t have to talk about YouTube’s future, and nobody’s gonna grill you about how much attention you give to amateurs versus professionals. The crowd would toss out an antagonist and they’d be ejected like a viral infection. This is the friggin’ NERDFIGHTER group. It stands for reducing world suck. Increasing awesome.
Someone told me you’re a big iJustine fan, and she’s going to be there!
Okay let’s just get this out. I’m a big Google fan, user, and customer. I’m also making non-trivial income from Google’s YouTube Partner program (through ad sharing on my Nalts videos seen 200 million gazillian times). So I really hesitate commending the company in a post headline. It looks I’m friggin’ shilling incognito and I hate that crap (see my parody on f’ing buzz marketing).
Instead I prefer to prank, complain and criticize the company to ensure my “checks and balances” are in place. It can border on “biting the hand that feeds you,” but I’ll call it tough love. You don’t own me, bitch (sorry I’ve got an authority issue).
Today’s post, however, is to observe that Google’s brain seems to be developing a frontal lobe (the rather useless part of the brain where insanity and marketing occurs). I’ll be damned if Google isn’t using video (even the YouTube player to keep Salar “Little Superstar” Kamangar happy) in increasingly effective ways. (The marketer rubs little puppy’s tummy and says good boy, as he naively thinks he’s more evolved than a wonderfully blissful animal).
Parenthetically I literally laugh outloud every time I refer to the head of YouTube as “Little Superstar” because I’m aware it appears so completely inappropriate and racist. But I’ll trust you WVFF loyalts will know that if I really felt that way I’d suppress it incredibly well. I stereotype into only two segments: people who make me happy and people who suck away my will to live. Anyway Salar isn’t even Indian he’s Persian or Iraq, and frankly I don’t know the difference or care. I just needed something to use to “downsize” him, since my ego is threatened by him having the coolest job in the world. It was the same thing with Chad, but Chad was a much easier victim since he generally looked stoned.
I wonder if Chad and Samar ever went to Dubai together and ate sushi off of woman’s stomaches.
Okay back to the news. Google using YouTube shouldn’t surprise us at first glance, but put aside Google’s products and branding (it’s hard to do), and ask yourself a question. Do you see Google as a great marketing organization? Or put more succinctly, how well does it tap the advertising medium that feeds it? Right your reaction because I’m coming back to read ’em.
Google historically has done almost no advertising for itself. It kept quiet, muted PR, and rarely showed evidence of advertising/marketing competencies from an external view. Sure, you might credit YouTube took out a Superbowl ad years ago (side note: good luck finding it on YouTube). But I’m convinced that was not for viewers, but simply to sneak access to “Superbowl Buyer’s Man/Boy Club” to pitch well-funded brands on the merits of diverting TV dollars to web.
But now I’m seeing real signs of life. Google print ads with direct-response offers? A discount on Google ads and to encourage app purchases? Really? It’s like watching my son Grant suddenly blossuming academically and reading voraciously. I know I had nothing to do with it, but I’m proud of the double G’s. Sidenote 2: Did I ever tell you I had a clubhouse in my house that I named Google in the late 1970s? Note to self: get time machine, go to 1995 and squat domain name for your childhood clubhouse.
So now the engineering anthill is using video to engage customers and promote? How charming! Let’s review recent and cumulative examples.
2) Satire/Entertainment: On April Fool’s Day Google pulled its annual prank by rolling out advanced “Gmail Motion” via video. The new solution featured a typical Google product director’s awkward monotone, complemented by a model (Steve Buscemi) demonstrating how physical movements (thumbs up, waves) can be interpreted it into text. One might expect a collective drone if he/she concedes that it was a clever prank, but I liked it. Why? It wasn’t too far fetched, it was executed fairly well, and I interpreted it as a subtle diss on Apple and its self aggrandizing swipes, pinches, and three finger whatevers.
3) Product Launch: Google is increasingly using video to promote and teach out new products (see “advanced gmail” video). Sure Google has been criticized for a somewhat dated approach to product marketing (and some “areas for improvement” in its design/test/launch). But the sheer number of new innovations have me increasing my daily time-share significantly, and I want a Google GPS, Android simulator on my iPhone, and a Google-search brain implant for “just in time” information.