Dilbert on Viral Online Video

You know that web video marketing is a mainstream tactic when it gets covered in the comic strip Dilbert.  In the strip published on 18 July 2010, Scott Adams imagines what it is like to approve a marketing project at the high tech company that Dilbert works at.
Recognizing that web video marketing is a smart tactic, the marketing team created an online video that they hope will go viral.  As the strip progresses, hilarity ensures.  Dilbert has concerns about the accuracy of the video’s content.  But marketing pushes back, since a member of the engineering team approved the concept.  The approver, Wally, didn’t mean to endorse the script.  Rather, he thought the marketing team asked if he found the video funny.
This is not the way to launch a web video marketing campaign.  One commenter to this strip said it best:

This comment is dead on.  If, as Dilbert noted, the content in the video makes inaccurate claims, then the video could indeed be poised to go viral.  While the marketing team wants the video to go viral, they want a positive experience. They don’t want to be dealing with backlash over technologists making fun of their product or service.
Viral video marketing is extremely tricky.  When launched successfully, such as last week’s Old Spice campaign, viral video content can get people to share content and talk about your product.  However, just because a video goes viral doesn’t mean that organizations will see an increase in quality engagement that generates leads and sales.  Plus, if the video is distributed virally on its own and not incorporated into a video brochure or video landing page, viewers may not have an easy way to connect with the organization.
Since no marketer wants to be compared to the Dilbert Company’s marketing team, consider these suggestions before launching your web video marketing campaign:

1. What is the purpose of the video content?
2. How will the content be distributed?
3. Is there a way for viewers to engage with my organization through easy to understand calls to action.
4. Will identifiable branding and messaging be included with the video content in a video brochure/video landing page structure to ensure that viral viewers can connect with my organization?
5. What metrics will be used to determine if the campaign was successful?

So take it from the Dilbert Company’s marketing team . . . web video marketing is a do.  Just don’t create content that presents your organization in an unflattering light.