Interning at an Online Startup

After listening to Mr. Hall’s great presentation about the key tools to funding a start-up, I would like to share my wonderful experience in the Summer of ’09 as an online marketing intern at a local start-up, right here Montreal. More specifically, the type of environment I was surrounded with while working there. Known then as Openplaces, we were working towards revolutionizing travel planning.

By my 3^rd interview, I came to realize that their human resources were very important to them. With limited funds, and only a handful of brilliant minds, they wanted to be surrounded with hard workers to accomplish a common goal. I also quickly realized that not only was this going to be a challenge to learn their core model, but to learn it fast – in a constantly changing atmosphere.

By the end of my first week, I had seen so many flow charts and different strategies that I was dreaming them. By the 2^nd week, we revisited them and once again made some adaptations. Just when you thought for sure something would work, you would need to go in and tweak it. Needless to say, there were lots of things going on at once and almost everything was being changed (for the better).

One of the things I liked most about working there was not only the quickly changing environment, but also the way we went about finding out what worked. My boss would present a challenge, without necessarily having an answer, and let us figure it out (he had far more important things on his hands). Some tactics would work; others would be canned within a few days.

I remember one day on my way out the door, my boss looked at me and said, “When you’re biking home everyday, don’t think about what you want for dinner. Think about ideas of how this business will succeed.”

Samsung Goes Viral

In class not too long ago, we mentioned that there are not too many benefits to social media unless you can successfully launch a viral campaign (which social media is key for distribution). Easier said than done. Having worked in social media for two different companies, I know how difficult it is to get people talking (on social media). Of the few very successful campaigns, how many have failed? Hundreds? Thousands? More importantly, what is the ROI on a viral campaign? In a blog post by Augie Ray he states, "Many marketers can draw a straight line between investments in social media marketing and financial results, but many more cannot" - showing that there are more failures than successes (full article).

In this new viral ad released by Samsung, the simplest concept of a little girl dancing around with adults joining in has become huge! Only posted on September 7, 2010, it already has over 2.5 million views! What I like about the video is how simple it is. As Patrick Holtkamp, CEO of Wax Agency, explains in an article by New Media Age, “The key is to entertain your audience and give them something for their time. That doesn't need to be branded or littered with logos and product shots.” It gets you hooked, keeps you entertained for the whole minute and 44 seconds (fairly long for a viral video), and only at the end does Samsung promote its new product. I close my browser window feeling happier, with a slight reminder of Samsung (I remembered who posted it after only one viewing), and a little urge to start dancing.

References:

Howell, Nic. 2010. "Social spread." New Media Age 29-30. Business Source Complete, EBSCOhost (accessed September 16, 2010).