1. Great content. It’s no longer adequate to produce content-it must be great content. The Web is becoming flooded with content, and the task is to filter through to find the most relevant content. The way to produce great content is to be clearly focused on your target’s needs, and to communicate as briefly as possible, with links to expanded resources.

2. Video replaces podcasts. If you are only now considering adding podcasts to your content-stop. Video is becoming the medium of choice. Slick productions are not required, and for an investment of less than $2,000 you can have studio quality hardware (video camera, backdrop, and lights). Use software programs that are already part of your PC or Mac; with a little practice, or a savvy intern, you will produce effective videos.

3. Use Social Media Wisely. The tendency to dive into Social Media should be tempered with a well thought out strategy of the business purpose it will serve, and its cost in manhours.

4. The pure sales model will change. The Web is changing the balance of power from seller to buyer, as the buyer has more resources for information. Counter-balancing this will be the increasing pressures on buyers to perform more tasks, which will demand more of their time. The emerging sales model will require sales to use Web-enabled tools to provide buyers with new levels of service that were traditionally delivered during sales calls. Automated inventory alerts and instant messaging of new products are two examples.

One thing will never change- the need for strategic management. The increasingly rapid pace of business seems to scream for action and tactics, but both need to be tempered and managed through the deliberate and disciplined practice of business strategy.

It’s called the Pink Glove Dance and was produced with the staff at Providence St. Vincent Medical Center for breast cancer awareness.

I am not commenting on the theme, which speaks for itself, and directly to me. Rather, I’d like to focus on the marketing and business lesson we can learn from it. Much is being said about viral video and how to use it to advantage. As of today, the video has 5,153,572 views, almost 110,000 rating responses, and a 5-star rating. It gains 100,000 views daily. Clearly, it is an outstanding viral video.

This is why it appeals to me, and what contributes to its success:

• It points to something greater than itself (i.e. St. Vincent’s); it is not self-serving.
• It captures everyday, ordinary people celebrating life; the best of humanity in an honest, truthful, uplifting and happy way.
• It is well produced. While not a necessity for great video, good production values (music, choreograph) add to the enjoyment.
• It unleashes the power of emotion.
• It is believable; there is nothing false, misleading, or hidden.
• You would like to be part of it.

Note that there is no selling message, no voice-over or graphics that blatantly promote St. Vincent’s.

The lesson is that when an organization or individual reaches out to honestly embrace ideas or causes greater than itself, it can succeed beyond expectation. There is no need for message manipulation. There are other strategies and tactics that will produce viral videos, but the Pink Glove Dance is a shining example of a job well done, from every point of view.

What excellent examples can you share?