Every company at some point in the past few years has uttered the phrase, "let's make a video and have it go viral." As it so happens, the Amy Marshall Dance Company has appeared to do that with this little holiday gem, which will no doubt be THE holiday video of the season. When this video first appeared in my newsfeed on Saturday (the day after it launched) it had about 15,000 views. Today (three days after launch) it has had nearly 150,000 views.
The fundraiser in me struggles whether or not to send the following note to the Amy Marshall Dance Company to help them leverage this little piece of viral marketing gold they've created.
Dear Ms. Marshall:
I'm am one of the 150,000 people people who absolutely loved your video, Miracle on 42nd Street. I'm blown away by how you've been able to create something that is fun, interesting, a little irreverent, and still highlights the talent and mission of your company.
As a nonprofit fundraiser, I couldn't help but think of all the fabulous opportunities this bit of attention could afford your company if properly leveraged. If I may be so bold, below are a few easy efforts that you could take to hopefully capitalize on the success of your video:
(1) YouTube (Brand Awareness and Optimizing Search): Immediately, you should edit the information below the video to highlight your company and your website. Also, increase the tags for the video to capture anyone that's trying to find you. I recommend adding the following words and phrases: "Mariah Carey," "holiday," "christmas dance," "dancers," and "dancing."
(2) Facebook Posts (Shout it loud, proud, and often): You posted the video only once to your facebook page. (A) Post it again and let everyone know that 150,000 have seen this (which, according to your website is more than the total number of people that have seen your company perform in its first 10 years -- that's incredible). (B) Post it again and tell everyone to share the video, and comment on the youtube page so that everyone is talking about your company; (C) Post it again and tell the facebook community that if you get to 500,000 views, every facebook fan will get a discount code to your next performance; and/or (D) Do all of this and more...keep it going! It's incredibly exciting for you, your company, and everyone who can feel like they're part of the excitement.
(3) Your Website (Embrace it...And capitalize on it!): I understand that you want to really represent your brand here, but its crucial to update your homepage with a little wink (if not a big splash) to let people know "they've come to the right place" if they are looking to learn more about the people in the video. I'd love if you could craft a "like what you saw" functionality where people could be directed to sign up for the email list, like you on facebook/twitter, buy tickets, and/or make a donation.
(4) Email (Let your people know about it!): You have a fantastic (and fun) story to tell your email subscribers. I'm not sure what you may already be doing, but you should be telling them about all the buzz you're getting. People love donating (a) at this time of year, and (b) to a success story. I could only dream of having such a fun, engaging, and unique story to tell during my Year-End fundraising campaign.
(5) Bloggers (Keep getting the attention): Send that video and a mini-press release telling the great story to any blogger that will listen (read?). Any place where you can get publicity for the video while also letting people know that it was produced by a fabulous, nonprofit arts organization is incredible publicity...and given the time of year and the relevance of your video, it's an easy and fun thing for people to blog about.
Wishing you great success (and all you want for Christmas),
Karen
Okay, class...should I be so bold as to actually send this to Ms. Marshall???
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