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