bdi 9/16 b2b social communications case studies - dupont

B2B Social Communications Case Studies and Roundtables

Business Development Institute

DuPont Goes Social with Viral Video

Gary Spangler, Corporate eMarketing

September 16, 2009

04/10/23 DUPONT CONFIDENTIAL

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Ch

ann

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flict Pote

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Company

Converter

Distributor

End User

Consumer

Co

llab

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n/C

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Who We AreWhat We Make

B2B Business Environment

Declining Trust in Business

Media Fragmentation

Fewer Events; Lower Attendence; Less Time

Business Model Challenges

• Long buy cycle

• Considered purchase

• Ingredient Manufacturer


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B2CB2B

B2C and B2B Behavior Convergence

Testimonials, Peer to Peer Referrals

Search

Opt-in (e.g. email)

Web Experience (e.g., password resets)

New Media (blogs, video)


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Trend is Social

“Digital marketing and new media marketing dominates demand generation and advertising spend allocation priorities for the coming year.”

CMO Council, March 2009

Seventy six percent (76%) of businesses surveyed agree that Social Media is changing the way companies communicate.

Marketing Sherpa, December 2008


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Business Objectives

Marketing: Word of Mouth• Word of mouth: The act of consumers providing information to other

consumers.

• Word of mouth marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place.

Corporate Communications: Share of Voice• Increase Positive Sentiment

• Mitigate Negative Sentiment

• Increasing Net Sentiment


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DuPont Science Stories

Tell compelling stories about DuPont science with video

Pilot as proof-of-concept

Run on eight blogs as ad unit so company voice is transparent

Place videos on video distribution networks (YouTube, Google Video, Blip.tv)

Collaborate with bloggers before release

Unleash viral: Embedding code and send-to-friend on stories.dupont.com

Adhere to Word of Mouth Marketing Association (WOMMA) Code of Ethics, womma.org/ethics

Measure sentiment


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The Stories

Protecting the Protectors: Firefighters (Nomex®)

• Mario Andretti and Indy 500

Protecting the Protectors: Police Officers (Kevlar®)

• Bullet test

Shelter From the Storm (SentryGlas®)

• Canon and 2X4

Glass Houses (SentryGlas®)

Car Artists (Hot Hues®)


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Distribution

General Interest Blogs

• Boing Boing, Digg

Science-centric Blogs

• SEED Science Blogs, Science Blog and Kircher Society

Targeted Content Blogs

• Boompa, LeftLaneNews and Building Blog

Video Distribution Networks

• YouTube, Google Video, Blip.tv


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Customized Video Player to Enable WOM

Start of video featured "freeze screen" that encouraged users to initiate video play

Other Options Accessible via Player Menu

Email to a Friend

Email to a Friend

Access Direct Link to Player

Access Direct Link to Player

Add to Blogger or Typepad Blog

Add to Blogger or Typepad Blog

Access Embed Code to Post Player

Access Embed Code to Post Player


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24%

4%

38%

58%

38%

0% 10% 20% 30% 40% 50% 60% 70%

Other

YouTube

Google Video

Search

Company Website

Q:If someone told you about these videos, how would you go about finding them online?

Finding the Videos


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88%

93%

92%

61%

85%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Liklihood to tellsomeone

Content unique toDuPont

Interesting to watch

Liked the videos

Learned somethingnew

Q: How did you feel about the video stories you watched?

Liking the Videos


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62%

76%

67%

34%

55%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Post a Comment

Send a Link

Talk to Friends (All)

Talk to Friends (25-34)

Talk to Friends (18-24)

Q: If you came across these videos online, how likely would you be to do the following:

Word of Mouth Potential


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Brand Attributes: Among Younger Participants, Increase Notable for 2 Points

87

81

0 10 20 30 40 50 60 70 80 90 100

Leader in ScientificR&D

Company thatCares About

People

18-24

Percent rating 8, 9 or 10 on 10-point scale

Listed below are several attributes that have been used to describe science-based companies. We’d like you to indicate how well you think each of these attributes describes the firm listed. 10-point scale

BASE = 258


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Marketing is PR (Now)


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Results - Web Stats

Video consumption• 6,000 visits to stories.dupont.com

• 8 minute average duration

• 50,000 video streams

• 6,000 views on YouTube, Google Video, Blip.tv

Recognition• Best Science Video Recognition

• Best Design Video Recognition

• OMMA Finalist Best Campaign in Social Media

• Vs Adidas and Frito Lay (Doritos)


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Learnings and Validation

We can communicate transparently through blogs

Good content presented well can generate Word of Mouth

Media and public expect a brand’s videos on YouTube, Google Video

Video effectively communicates DuPont’s brand idea: contributions through science

• Don’t forget archived video


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www.womma.org/ethics

WOM Ethics

Honesty of Relationship

• We say who we are speaking for.

Honesty of Opinion• We say what we believe.

Honesty of Identity• We never obscure our

identity.

www.womma.org


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Paved the Way

Corporate Policy and Governance

New Channels• Twitter

• YouTube

• Blogger Outreach

• Facebook

• Docstoc and ScribD


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Questions?