Jeremiah Owyang is an analyst for Altimeter Group. He’s regarded as one of the leading authorities on social media – and deservedly so. He’s followed the space closely since he began with Forrester Research and then spun off with Charlene Li to start Altimeter in San Francisco.
So it wasn’t unusual to start my morning with a scan of articles and updates that included several posts from Jeremiah. Today I found something different: a video featuring Jeremiah and his thoughts on a “Business Case for Social Media.” That in itself isn’t remarkable. Jeremiah often speaks at conferences and there are dozens if not hundreds of videos that feature his comments about social media. But this video was was presented differently. Here’s his Tweet:
What’s different? The lead-in “Hootsuite asked me” and the disclaimer “Hootsuite = client.” In other words, Hootsuite is paying Jeremiah and Altimeter a fee for services and as part of that relationship Hootsuite helped facilitate (probably paid for) the production of this video. Is this a bad thing? Absolutely not. In fact, it’s one of the best examples of mutually beneficial marketing that I’ve seen.
Who benefits? Of course Hootsuite benefits. Although their placement in the video is subtle with their CEO Ryan Holmes appearing towards the end. Their core message that “social media has business value” is woven throughout the video. The video also features Michael Chui of McKinsey and Company and several people from Virgin including Richard Branson. Virgin is one of Hootsuite’s clients and it’s likely that McKinsey is either a formal partner or helps influence the adoption of Hootsuite’s technology (although I wasn’t able to find linkable evidence of this with a quick Google search).
And finally, we benefit from the the data and use cases presented by Jeremiah, Michael, and Ryan. In fact, in their blog post about the video, Hootsuite says “need to explain social media to your boss?” — this video will help you.
So we all win. It’s a well produced, self promotional video that helps us. And in that way, represents a great example of the new give-to-get marketing that is a much more effective form of advertising than just hoping people will click on Adwords or banners. I realize that Hootsuite probably won’t call this advertising, but I think it’s important to illustrate how this approach can work for traditional media companies to create new revenue streams that leverage their core competency — domain knowledge and thought leadership. Jeremiah is analyst but he’s also reporter and media personality. In this way, Jeremiah and the folks at Hootsuite are setting an example that can be followed by all types of companies. Complimentary complementary marketing works.
You can click the image above or go directly to Hootsuite’s video on YouTube here to see for yourself.