Posts Tagged youtube

My Favorite Stuff in 2009

Before this year ends and we embark on our long drive tomorrow from the Rhine-Main area to the Austrian Alps, I want to wrap up this post I had in the oven for some time.

It’s merely a recollection of my favorite stuff in this very significant year in my life. I hope you can start something with it.

  1. YouTube video that I enjoyed watching the most: SOUR ‘日々の音色 (Hibi no neiro)’ is the most creative, complex and entertaining piece of musical footage that I’ve seen. And it’s a crowdsourced video, which made me very happy.
  2. YouTube video that made me laugh the most: We must have watched this poor drunk Mexican (aka “El Canaca”) over a million times and cracked every time we did. Probably overrated in Mexico but we had one helluva time with it.
  3. My favorite song was definitely Lizstomania by Phoenix. Not a lot to say here, just that I absolutely love Phoenix.
  4. On the same note, my favorite album in 2009 was Wolfgang Amadeus Phoenix.
  5. My favorite movie in 2009 is “Inglourious Basterds” (and I say “is” instead of “was” because it was not only my favorite movie in 2009 but became my favorite movie of all times; Tarantino just keeps raising the bar for me). Here’s a piece I wrote after I saw it. In second place is “Up in the Air”, which I thought it was exquisite and I seriously predict that it will win the Oscar for Best Picture in February.
  6. My favorite tweet in 2009: http://twitter.com/BernardoSosa/status/1473678178
  7. The most important tweet in 2009 (and probably the most important one I’ll write in my life): http://twitter.com/BernardoSosa/status/1444888501
  8. Favorite picture (taken by myself) this year is this one or this other one. Both were taken during a trip to Cartagena, Colombia. The conference I attended there and the trip in general are also two of the highlights of my year.

Now, on to work on my new year’s resolutions. Post to follow.

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Volaris: Social Media Best Practice

Last week I had the tremendous opportunity to attend a very important Latin America airline leaders forum in Colombia. During the last keynote lunch, Enrique Beltranena, CEO of Mexican low cost carrier Volaris, talked about the importance of Social Media for airlines and used the example of his own company to illustrate the impact and potential that this set of new tools have as part of the marketing mix. He stated clearly that Social Media should not be used as a substitute of traditional marketing channels but rather as consistent complement of an existing strategy.

Volaris.com.mx

Volaris.com.mx

I could write a long paper just describing the wide set of innovative channels the airline uses to communicate with its customers, achieving intimacy and focusing on them rather than on their products (which also happen to be disruptive and innovative); but in this post I’ll try to concentrate on the emerging digital channels they have chosen to formally incorporate to their mix. And this takes me exactly to the first step of their strategy: As Beltranena explained showing a slide with a big amount of emerging media categories and social networks, they had to first choose which ones they’d use according to their usefulness and relevance to their overall marketing strategy. They ended up choosing the fastest growing channels in Mexico after their assessment: YouTube, Facebook, Twitterand a Volaris-branded blog (coming early 2010). The message here is that these channels won’t necessarily be the ones everybody should pick for their Social Media strategy. In each case, resourcefulness, relevance and fit should be analyzed before picking a given tool. For a different company maybe MySpace of Flickr could prove to be more efficient and adequate channels.

Then Beltranena showed this video, which, in a nutshell, answers the question of why Social Media is not a fad. The best part of the afternoon was watching the faces of important CEOs and airline leaders while they saw the video with awe and realized that they had to do something about this quickly. Hopefully, they will take the matter seriously and, like our friends at Volaris, assign (human and budgetary) resources to it and instruct their CMO to make Social Media a cornerstone of their marketing and communications strategy.

To get a feel of what Volaris is doing, go to their Twitter, Facebook and YouTube channels and see how they are first listening, then connecting and at the end communicating with their customers. Please note the customization of the content according to the channel and the continuity they exercise in each one of them. Also try to see how they seek a healthy amount of activity that will demonstrate engagement without bother the user with excessive tweets, posts, videos or content.

I’m proud to say that Volaris is the first Latin American airline to successfully deploy Social Media as part of an innovative and disruptive marketing strategy, setting a precedent and putting Mexico’s name and digital literacy high above. Congratulations from this humble blog to everybody making it happen.

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