Your SlideShare is downloading. ×
The Business Case For Nonsense
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Business Case For Nonsense

468

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
468
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Business Case for Nonsense Tim Washer Senior Manager, Social Media Cisco Systems @timwasher
  • 2. Segment on Simplification:http://youtu.be/61hqZqhkgXIComedy Commercial clipshttps://vimeo.com/6749232Top 10 B2B Comedy Videoshttp://bit.ly/B2Bcomedy_vids
  • 3. “73% of all people who read B2B blogs are people” @timwasher
  • 4. http://www.youtube.com/watch?v=D7JRoQWh0SU
  • 5. Customer Visit meets the Travel Channel
  • 6. “What a great way to reach out to fellow employees, partners andcustomers…she talks about technology, FOOD and Malaysian hip hop
  • 7. Keep It Simple• One of the biggest challenges is creating a story concept. Give your team suggestions: – “This is Where I work” – “What I did this summer” – “What inspired me to get into this business”• Producing slide-shows is an easy way to start. Use MovieMaker, iMovie, iPhoto• Ask people to create a story about what they are most passionate about.• Keep it conversational. Avoid “innovation,” “collaboration” or anything that rhymes with those.
  • 8. Story trumps Messaging http://youtu.be/WHaQY2MlHV8 http://© 2010 Cisco and/or its affiliates. All rights reserved. www.youtube.com/watch?v=Pn-yB5IyTYE Cisco Confidential 8
  • 9. Story Concepts• If you don’t have an interesting story to share, show pictures of sharks. Think about cinematography – What is interesting to watch?• Produce a documentary – research interesting stories about the history of your industry.• Interview experts outside of your company.
  • 10. Story Concepts• Execs will always ask about the number of views, but a better measure of success is if your customers and influencers are tweeting/posting your video• If you don’t have an interesting story to share, show pictures of sharks. Think about cinematography – What is interesting to watch?• Produce a documentary – research interesting stories about the history of your industry.
  • 11. Measuring ROI• Execs will always ask about the number of views, but a better measure of success is if your customers and influencers are tweeting/posting your video• Grab screenshots of blog posts, tweets, etc. and circulate internally. Promote your successes.• Team with PR/AR early in the process and ask them to help forward to influencers.
  • 12. http://bit.ly/wX7Vo
  • 13. Why Use Humor?• Evokes positive emotion• Cuts through the noise• Humanizes the brand• Shows authenticity• Redeems
  • 14. @timwasher
  • 15. http://youtu.be/MSqXKp-00hM
  • 16. ROI
  • 17. “With this in the backdrop, IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey’sspoof training video is in keeping with thekinder, humbler image IBM now seeks toproject.” http://bit.ly/SUspAe
  • 18. Making the Case• Begin with marketing strategy.• Listen. Ask how you can help.• Build trust. Meet in person.• “Manage” the committee• Audience test
  • 19. A note on risk-takinghttp://bit.ly/9LkgYj
  • 20. Thank you!twasher@cisco.com @timwasher

×