Embarq Brand Channel - OMMA Hollywood Panel

Brand Marketers are Video Publishers Too! March 23, 2009

Zena Weist, EMBARQ Brand Team

Twitter @zenaweist – [email protected]

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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

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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- bring our brand to them

– 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- Represents 42.9% of online video views*

1:4 Fortune 500s

1:4 Searches – YouTube is the 2nd most popular search engine.*

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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

– Continue to interact/use feedback loop

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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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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

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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: >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

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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

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What’s helping us…

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Roll with it

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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.)

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Embarq Brand Channel - OMMA Hollywood Panel

Technology

Transcript of Embarq Brand Channel - OMMA Hollywood Panel