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

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
Channel Conflict Potential Collaboration/Conversation Who We Are Company Converter Distributor End User Consumer What We Make

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)
B2C B2B

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

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

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

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®)

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

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 Access Direct Link to Player Add to Blogger or Typepad Blog Access Embed Code to Post Player

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

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

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

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

Marketing is PR (Now)

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)

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

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
www.womma.org/ethics

Paved the Way
Corporate Policy and Governance
New Channels
Twitter
YouTube
Blogger Outreach
Facebook
Docstoc and ScribD

Questions?

http://socialmediab2b.com	447
http://www.onlinemarketing-trends.com	286
http://www.thejargroup.com	31
http://www.slideshare.net	26
http://advertiser-in-arabia.blogspot.com	22
http://translate.googleusercontent.com	6
http://webcache.googleusercontent.com	3
https://twitter.com	2
http://boxcar.basecamphq.com	1
http://mycarinsurancetoday.blogspot.in	1
http://advertiser-in-arabia.blogspot.ca	1

BDI 9/16 B2B Social Communications Case Studies - DuPont

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