The Business Case For Nonsense

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  • 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