Brand Channel Summary

EMBARQ YouTube Channel Review – KC/IABC Business Communicator

SummitFebruary 12, 2009

Zena Weist, EMBARQ Brand Team

@zenaweist – [email protected]

Embarq – Backstory for ’08 Objectives

Fortune 500

Operate in 18 states

Competition: Cable and Cord Cutters

’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

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

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

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

Take the time to test, validate gut

Content Strategy

Short-term: Contest

– HSI focus

Long-term: How-to Videos

– Top 10 Customer Service issues

– Online Outreach

– Call Centers

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

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.”

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

What can you do in 48 seconds?????

www.youtube.com/embarq

Generating BUZZ

Positive sentiment

Comments Cloud

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

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

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

What’s helping us…

Roll with it

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)

Brand Channel Summary

Business

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