Post on 28-Oct-2014
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EMBARQ YouTube Channel Review – KC/IABC Business Communicator
SummitFebruary 12, 2009
Zena Weist, EMBARQ Brand Team
@zenaweist – zena.m.weist@embarq.com
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Embarq – Backstory for ’08 Objectives
Fortune 500
Operate in 18 states
Competition: Cable and Cord Cutters
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’08 Online Brand Marketing Objectives
Build brand awareness
Create a presence in an online community where customers & prospects are already engaged
– Go where our target is
– Promote customer and prospect engagement and interactivity
– Expand positive sentiment built through online customer outreach
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4th largest US site: Larger than eBay, Amazon, MySpace or Facebook
65M unique visitors/month
420 hrs of content uploaded/hr
1:4 Fortune 500s
1:4 Searches
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2008 YouTube Engagement StudyBase: Tech-Decision-Makers Who Visited YouTube in Past 6 Months and Have Viewed, Uploaded or Shared Tech-Related Videos Q: Which types of technology or electronics-related videos have you viewed, uploaded or shared?
Customers Seek Product Information on YouTube
18%
20%
21%
36%
41%
13%
0% 10% 20% 30% 40% 50%
Troubleshooting
Videos that feature techproduct
Company'sAdvertisement
Product demo
Product Reviews
Humorous
Type of Technology Videos Watched
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67% Have taken actionaction as result of seeing technology or electronics-related content on YouTube.
Technology Videos on YouTube Prompt Action
21% Told someone about a product or service
13% Bought a technology or electronics-related product or service
47% Gathered more information about a product or service
2008 YouTube Engagement StudyBase: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos.Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube?
27% Thought more favorably toward a product, brand or service
34% Considered buying a technology product or service
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Take the time to test, validate gut
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Content Strategy
Short-term: Contest
– HSI focus
Long-term: How-to Videos
– Top 10 Customer Service issues
– Online Outreach
– Call Centers
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Objectives Synched w/ Brand Promise
Channel Objectives
– Build brand awareness through engagement
– Increase EMBARQ core services awareness
– Leverage and support other EQ online initiatives
Contest Objectives– Drive traffic to the channel – Engage customers and prospects with the brand– Build EQ HSI awareness and preference
Brand promise: Practical Ingenuity
Brand pillar: Customer Focus
Brand personality: Simple and Easy to do business with
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Brand promise tie
Channel Objectives– Build brand awareness through engagement
– Increase EMBARQ core services awareness
– Leverage and support other EQ online initiatives
Contest Objectives– Drive traffic to the channel – Engage customers and prospects with the brand– Build EQ HSI awareness and preference
Brand promise: Practical Ingenuity
Brand pillar: Customer Focus
Brand personality: Simple and Easy to do business with
“This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.”
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Getting the word out
Integrated online media campaign/communication plan to meet all marketing objectives– Interact & Engage: Channel & Display
– Drive Traffic: Search & Display
– Social Media Outreach: • Online socmed press release• Blogger outreach (Industry & Video-enthusiasts)• Twitter
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What can you do in 48 seconds?????
www.youtube.com/embarq
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Generating BUZZ
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Positive sentiment
Comments Cloud
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Percentile Ranking of Delta ()
Below Average Average Above Average Excellent
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Sign-Up/Switch Intent^
Recommend Intent^
Message Association
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
Compared to similar online initiatives, we kicked it!
^ NOTE: Metrics benchmarked against Purchase Intent norms* MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted,
N=43 campaigns)
Avg Delta
4.1
4.5
3.1
2.3
0.6
0.6
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ROI Metrics meet… Channel Stats– Views: >400,000– Subscribers: 648– Comments: 142
Contest Stats– Finalist Video Views: 397,399– Contest Videos Submitted: 281– Contest Videos Approved: 148– Votes: 15,500
How-to Videos– Views: >90,960
Orders: 1802
PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements
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ROI 2.0 - Match Metrics to Engagement
Contest: 4200 hours spent with Embarq brand
201 Videos tagged “Embarq”
81 Inbound blog links
More video contest submissions than Kmart national campaign (w/ a higher media spend)
~660 subscribers (this is above par w/ contest spends our size)
~70,000 views of EQ-related user generated content
‘Finalist compilation reel’ received 326,000+ views and rated 1,456 times
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What’s helping us…
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Roll with it
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The Team that championed the Channel
Kevin Cobb: @i_am_me (Interactive Brand Manager, YT admin, socmed fiend)
Jerry Green: @stickmantoo (Group Manager, He who holds the purse strings, Understands our target is media agnostic)
Linda O’Neill: @LindaOneill (CS General Manager, Customer Advocate)
Joey Harper: @Embarq_Joey (Outreach lead, CS Superhero)
Stephanie Meisse: @meissegirl (Media Relations Manager, socmed PR pro)
Alisa Hansen: @alisamleo (iCrossing, Social Media Strategist, She is all that)
Doyle Albee: @doylealbee (Metzger Associates, President, The wise one)