b2b content marketing: video, social and mobile case studies
DESCRIPTION
Case studies and best practices in B2B content marketing from 2013, with a close look at what's working (and isn't) in the area of online/viral video, social and mobile.TRANSCRIPT
CAN BRANDS BE STORY TELLERS?
MOBILE AND SOCIAL MEDIA: WHAT’S WORKING, WHAT’S NOT, AND WHY…
2013 FALL MEETING OF THE ISBM BRAND CONSORTIUM & ABM MARKETER/MEDIA/PUBLISHER COUNCIL
THURSDAY, NOVEMBER 21, 2014
AGENDA 1. Emerging media’s impact on brands,
agencies and publishers
2. Growing priority of content marketing in B2B
3. Why it’s so difficult to do well
4. Who in B2B is doing it well and how? • SAP • Sales Benchmark Index • Xerox • Sungard • Cisco • Salesforce.com • Google
5. Using video to drive brands
INTRO
YOUTUBE “WEBSTAR” • One of YouTube’s
most-watched video creators
• More than 1,000 videos watched 277 million times. 225K subscribers.
CAREER MARKETER Directed large consumer brands and emerging media at Johnson & Johnson and Merck.
Worked with dozens of leading brands on YouTube promotions.
ONCE UPON A TIME, 5 STRANGE THINGS
1. Daily 4-7:00 am video shift
2. Video collaborations with complete strangers
3. Recognized in public. We had to unlist our phone number
4. I started making more money from YouTube then the day job
5. Became poster child for quitting boring corporate job
FIRST SPONSORED VIDEO
THE BALANCING ACT OF SPONSORED VIDEOS
Source: Playlist of Nalts sponsored videos.
These confuse traditional roles of brand, agency and media properties.
MAKING B2B MARKETING THRIVE IN “AGE OF CUSTOMER”
1. Data-backed insight that familiarizes employees with customers before each encounter.
2. Digital customer experiences and service that enhance the human touch.
3. Sales channels enabled to deliver account-specific experiences and return rich intelligence.
4. Relevant inspired content delivered through interactive, information-rich experiences.
93% of B2B marketers use content marketing today
IT’S NOT NEW Content marketing is when brands attempt to create and distribute valuable content… …to attract audience … with purpose of driving customer action
IT JUST SEEMS A LOT EASIER NOW
B2B content marketers use thirteen content marketing tactics on average…
• Social media
• Website articles
• eNewsletters
• Blogs
• In-person events
• Case studies
• Videos
Source: “B2B Content Marketing 2014: Benchmarks, Budgets & Trends.” Content Marketing Institute, Marketing Profs and Brightcove
SO WE END UP WITH THIS…
“AWKWARD FAMILY PHOTOS” MEME
“RECREATE FAMILY PHOTO” MEME
Some Favorites • Infographics • Curating for narrow
audiences • Native advertising • White papers • Niche communities • Competitions • Sponsored content • Trend reports
Source: Smart Insights
SHOULD BRANDS BE NETWORKS?
Ent
erta
inin
g
Persuasive
Where we usually land
BEING PERSUASIVE AND CHARMING IN REAL LIFE (IRL) ISN’T EASY EITHER
The attack of the killer multi-level marketing friend
OUR CHALLENGE? LIMITED CAPACITY FOR CONSCIOUS AWARENESS
93% cite lead generation as a goal.
(but only 54% of us said content management improved lead gen).
SAP Mission: “To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, out-perform their competition and advance their careers.” Source: @BrennerMichael,
http://www.blogs.sap.com/innovation
IS IT FAIR TO MEASURE ON LEADS ALONE?
SAP scorecard shows
.0008% of visits
“converting.”
“The audience actually wants to work for its meal… we’re born problem solvers. We’re compelled to deduce and deduct. It’s the well organized absence of information that draws us in. Give them 2+2 not 4.”
Andrew Stanton (Toy Story, WALL-E), TED Talk 2012 “Clues to a Great Story.”
SOCIAL STORYTELLING…
• Includes customer stories as part of the brand story
• Conveys brand attributes in a more memorable context
• Entertains customers and keeps them interested
• Teaches and educates in a fun, non-preachy way
• Inspires customers to spread the word about you
• Builds fans and advocates • Maybe even goes vir…
“Storytelling: The next wave of social media marketing” (South by Southwest, 2013) by @MarkWilliams & @CarriBugbee
Carrii Bugbee, award-winning creator of Peggy Olson (Mad Men fan twitter) and social TV explorer, social media marketing strategist & speaker; advertising/PR pro. CarriBugbee.com
A CORPORATE STORYTELLER
Tim Washer, Cisco’s senior marketing manager, has a background in comedy (as a writer for Conan, Letterman, and The Onion who has his own acting reel) and describes himself as a “corporate storyteller.”
GOOD STORIES ARE FOCUSED
C
Case: Sales Benchmark
• Problem: Average new sales leader fails in 19 months.
• Solution: Sales Benchmark Institute created eBook for VP of sales
• Purpose: to help them go beyond 6 quarters
C
Case: Sungard Zombie
SunGard’d Zombie Themed campaign to build awareness among IT professionals of SunGard Cloud offerings. Exceeded brands download rates by 300%, a 5.7% email open rate and 20+ leads.
SELLING AN IDEA NOT A BRAND
C
Case: Xerox Optimist
• Value propositions of all the companies in Xerox’s space looked exactly alike.
• In the solutions world, most focused on problems. Xerox’s went another way.
• Sharing content changed conversation of first call.
• Forbes is content partner.
LIKEABILITY: LET’S TALK ABOUT YOU
Source: http://www.likeable.com/blog/2013/05/5-b2b-companies-that-excel-at-being-likeable/
Rhymes increase process fluency
C
Case: Salesforce.com
• 90% of Salesforce’s content is about customers, and only 10% is about the product.
• Traffic from social sites increased 300%, and Salesforce met 70% of its annual target for newsletter sign-ups in the first month of the year.
ABOUT VIDEO
WHY DID OLD SPICE WORK?
(It wasn’t copying Old Spice)
PLEASE DON’T HARLEM SHAKE
THE NARROWING TOPICALITY LIFECYCLE
Gangnam Style: Months following July 15, 2012
Hot
Cliche
Harlem Shake: Weeks following February 2, 2013
Hot
Cliche
Cliche
7 SECRET INGREDIENTS OF VIRAL VIDEOS 1. Irresistible title & thumbnail
2. Timing is everything: 1090 rule
3. Music and dancing sells
4. Topical
5. Not over produced
6. Funny, sexy, cute, quirky, shocking
7. Surprise ending increases sharing
THREE WAYS TO GET VIEWS
PAID PLACED EARNED
Promotional (Viral, Ads) Educational
Direct-Response Social
FOUR TYPES OF ONLINE VIDEO
PRODUCTION VALUES DON’T REALLY MATTER
Inverse relationship between quality and views. Example: “I Are Cute Kitten” seen 45 million times and took me 88 minutes to shoot, edit and post.
TALKING FRUIT
WHAT DEPENDS ON WHERE
• A place for paid and earned
• Can serve awareness, engagement, direct-response
• Vary video content by goal and place
UPLOADING VIDEO IS THE FIRST NOT LAST STEP • Real work starts after posting
• Get it everywhere
• Support with paid media
• Target audience via owned social tools
• Bloggers: “Your audience may like this...”
SEEDING
WEBSTARS Already have audiences
Fraction of cost of TV production
Power of parasocial
YESTERDAY Charles Trippy sold $20,000 of merchandise to fund brain cancer…
(in the first hour).
WHEN IT’S DONE WELL (GOOGLE INDIA)