For those not familiar with the company, Splunk enjoyed one of the hottest IPO's of 2012, even tripping up NYSE's circuit breakers due to intense trading. Yet the dynamic nature of social media, and in particular online video, is such that they find themselves peer-positioned with a featured video whose preview is of a woman holding her breasts.
To be clear, the promoted video is a harmless one -- a Thai commercial that's found new life -- and 33 million views -- on YouTube. There are two real problems with it. First of all, it's just not that funny. If you want funny, you should turn your attention to videos of Japanese cats jumping into boxes (how that's gotten only 8 million views is anybody's guess).
More importantly, the Thai commercial -- while appropriate for a fun-loving brand of "slimming Green tea" -- is completely distracting and utterly irrelevant to, say, a mild-mannered IT director's quest for the right tools to "collect data from tens of thousands of sources, search analyze and alert...all the while scaling to big data proportions on commodity hardware." Surely even the most steely-nerved prospective customer, hell-bent on taming their machine data, will be tempted to take a break from signing that Purchase Order for Splunk 4.3 -- a big step up from the already "ground-breaking" 4.0 and 4.2 releases though it may be -- and instead watch a humorous Thai commercial.
No CMO in their right mind would want that experience for their customers. This is bad news for YouTube, and good news for Vimeo and others. As video matures as a content medium for B2B marketers, they'll have to give more thought to how their customers and prospects experience their brand. And one that's known for its Big Data innovation and having a CEO twice Mark Zuckerberg's age is unlikely to go for this type of funny.