22 February 2013 7 Comments

Google Glass Promo: 5 classic lessons on how social media helps in Product Pre-launch

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Google Glass, Social Marketing, Google and Social Marketing, Google Glass and Online marketing, Google and Product Pre-launch,  Product development StrategyWhoever says our lives will ever remain the same in this age of social media must think again. The fear of many that the world is coming to an end seems to be close to confirmation. That is on a lighter mood. One thing we cannot take away is we must  acknowledge the speed at which new innovation breaks is alarming.

Google, the internet giant and its team has come out with a new product which will soon be launched. This new idea is called Google Glass. This soon to be released product is technology and internet enabled. According to information gathered from Reuter, Google Glass has the capacity to perform everything Smartphone can do. A unique feature is that it can respond to voice command. It can hear simple command to take picture, record a video and share it simultaneously if you so desire. More also it can give direction, speak to send a message, translate your speech into different languages. More importantly it is light to wear and it great in design gives you opportunity to pick the colour you want. What a world of wonder.

Many have expressed concerned about this product. One, will it work without power, will it give value for money, what about getting sustained internet connection etc. This is not the concern of this piece. Our focus here is the power of Social/digital media to create a demand for a product even before it release into the market. Google has produced a video promo which at the time of this already has seven Million, Four Hundred and seventy Nine, Eight hundred and sixty eight (7.479, 868) views. In addition to this, fifty one thousand, one hundred and four likes, One million, Two hundred and twenty six Thousand, One hundred and forty five subscribers, Eleven thousand seven hundred and fifty four comments/feedbacks as well as one thousand , Nine hundred and fifty four dislikes. This is achieved within 48 Hours of the video’s upload on YOUTUBE.

I am wondering the total sums Google would have spent on advertising dollars to achieve this in that time span in the regular media. Also remember this is achieved using just one of the platforms. Have you considered the result Google would have achieved using all the platforms available? Have you considered free coverage such online rave of the moment would have enjoyed in traditional media? As at the time of writing, Al-Jazeera, Reuter among many other frontline media had covered this.

The amazing thing about this effective pre-launch is that Google is tactically asking the whole world to be involved in this pre-launching campaign. To get one, Google wants individuals to use its Hashtag#, include photo and video etc. If things go well, the whole world or adventurers will have helped in creating awareness, marketing etc for this yet to be launched product. It will not surprise anyone then if the product enjoys mass buying on the first day of its release.

What can we learn from this strategy?

Let your video and its content tell a story: Google Glass video did that excellently.

Sell the product’s uniqueness: The video distinctively sells the glass’s differentiation

Work on the audio and audio quality: what stands out is the quality of the promo video. It was professionally done

Do not release it the day you are launching: it may not make much sense. Google has not given exact date of this product release. In actual fact, it says it is still work in progress

Get people involved: Google is not trying to do this alone. It encourages people to become part of the campaign.

Let there be a motivation or incentive: Google had said if you really want to be part of the campaign the opportunity is there.. The condition, follow Google twitter handle (that will increase fan base), apply: it is not mandatory to join, create a video and photo etc. More also, an individual stands a chance to be given this ‘out-of the box’ product.

Photo credit: AlJazeera

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