Post on 28-Oct-2014
description
Brand Marketers are Video Publishers Too! March 23, 2009
Zena Weist, EMBARQ Brand Team
Twitter @zenaweist – zena.m.weist@embarq.com
PAGE 1
PAGE 2
EMBARQ Residential Profile
– Home Phone, Local and Long Distance
– High-Speed Internet
– Satellite TV from DISH Network
– Home Computer & Technical Support
Servicing 3.5M HHs across 18 states
PAGE 2
PAGE 3
’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- bring our brand to them
– Promote customer and prospect engagement and interactivity
– Expand positive sentiment built through online customer outreach
PAGE 3
PAGE 4
4th largest US site: Larger than eBay, Amazon, MySpace or Facebook
65M unique visitors/month
420 hrs of content uploaded/hr- Represents 42.9% of online video views*
1:4 Fortune 500s
1:4 Searches – YouTube is the 2nd most popular search engine.*
PAGE 4
PAGE 5
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
PAGE 5
PAGE 6
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
PAGE 6
PAGE 7
Take the time to test, validate gut
PAGE 7
PAGE 8
Content Strategy
Short-term: Contest
– HSI focus
Long-term: How-to Videos
– Top 10 Customer Service issues
– Online Outreach
– Call Centers
– Continue to interact/use feedback loop
PAGE 8
PAGE 9
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
PAGE 9
PAGE 10
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.”
PAGE 10
PAGE 11
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
PAGE 11
PAGE 12
What can you do in 48 seconds?????
www.youtube.com/embarq
PAGE 12
PAGE 13
Generating BUZZ
PAGE 13
PAGE 14
Generating BUZZ - How-To Videos
“Now a great example, I think one of the best examples of how-to videos, is done by Embarq… some of the videos have been, have really decent view counts considering, you know, where it comes from, that it’s coming from a brand. That makes sense because its helped get this company’s name out to a broader consumer base, and if you just Google, you know, “How to install a blank, blank, a T1 line or a DSL line”, or whatever it is, there’s a good chance that you might come across those videos and then you know about this company and its services.” -Daisy Whitney on Dishymix Podcast Episode 90
PAGE 14
PAGE 15
Positive sentiment
Comments Cloud
PAGE 15
PAGE 16
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
PAGE 16
PAGE 17
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: >112,600– Hours spent with brand ~11,900hrs– Average rating 3.87 stars
Orders: ~3000 PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements
PAGE 17
PAGE 18
ROI 2.0 - Match Metrics to EngagementContest: 4200 hours spent with Embarq brand
How-to: 11,900 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
PAGE 18
PAGE 19
What’s helping us…
PAGE 19
PAGE 20
Roll with it
PAGE 20
PAGE 21
The Team that championed the ChannelKevin Cobb: @i_am_me (Interactive Brand Manager,
the man with the plan, socmed force)
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)
Heather White-Laird : @howlvenice (iCrossing, Executive Creative Producer -Continuous positive force.)
PAGE 21