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Brightcove - B2B Marketing with Video

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Notes on slide 1

Welcome from Courtney

CP Slide Now that we’ve talking about WHY you should be using video – let’s take a more tactical approach and talk about WHO and HOW marketers are currently using online video on their website. In this next section Steve and I are going to walk you through some examples – but first let’s take a look at WHO is using video.

CP Slide – The message here is that marketers across every industry are finding ways to use video to drive traffic, increase site engagement and even to capture leads on their site with different clear calls to action. This is just a snapshot of some of the different industries that we’ve been working with that have found value in adding video to their site.

SR Slide

SR Slide

SR Slide

SR Slide Identified compelling scenarios about how their product could be used used video to reach out to business prospects Have a complex software product that needed to be brought to life? Run some huge video campaigns – this is an example of their MashUp TV CONTENT IS KING – and believe in Social Networking in the Enterprise Shot funny viral infotainment episodes that used the name of their solution (mashups) as a censored expletive. Put a small number of their most compelling content into YouTube to draw viewers into a microsite within their corporate site. Filled the microsite with infotainment content.

SR Slide

SR Slide

CP Slide Interest — Kohler uses video on its website to create a rich, branded experience around its kitchen and bath products with clips showcasing designer rooms as well as re-purposing their current television ads. Kohler is using video to show how it’s products can be used in different setting – as well as talk about their product features. A B2B company could use video similarly to showcase how their products can be used. If you offer accounting software, why not add a video to your site that really shows how accountants can save time and money by using your technology when processing tax returns for their clients? While this example is B2C – I think the idea of how Kohler is using video to highlight their product usability can be applied to B2B Marketing as well.

CP Slide – Finally for the Interest category - The Rhode Island School of Design (RISD) has created a video portal on their site to attract, engage and convert both new students and new professors. RISD has achieved a 20 percent increase in marketing efficiency by building the video-enriched microsites around popular classes, speakers, and other areas of interest to prospective students and professors. This is a great example of how a company could take existing assets (ie, corporate speeches or customer testimonials) and ad them to your site to drive interest and awareness among your prospects.

SR Slide

SR Slide Identified compelling scenarios about how their product could be used used video to reach out to business prospects Have a complex software product that needed to be brought to life? Run some huge video campaigns – this is an example of their MashUp TV CONTENT IS KING – and believe in Social Networking in the Enterprise Shot funny viral infotainment episodes that used the name of their solution (mashups) as a censored expletive. Put a small number of their most compelling content into YouTube to draw viewers into a microsite within their corporate site. Filled the microsite with infotainment content.

SR Slide Identified compelling scenarios about how their product could be used used video to reach out to business prospects Have a complex software product that needed to be brought to life? Run some huge video campaigns – this is an example of their MashUp TV CONTENT IS KING – and believe in Social Networking in the Enterprise Shot funny viral infotainment episodes that used the name of their solution (mashups) as a censored expletive. Put a small number of their most compelling content into YouTube to draw viewers into a microsite within their corporate site. Filled the microsite with infotainment content.

SR Slide

CP Slide A great example of how one company is using video to shorten the sales cycle – is publisher Simon and Schuster. They have added video to their homepage to promote new books by the authors who are working with them. The videos bring the author ‘behind the story’ to life and help readers to form more of an emotional bond for the writer – as well as the story they have written about. The videos include a clear CTA to purchase their new book – which helps shorten the sales cycle. B2B companies could use this same approach when adding video to their site – by including a clear CTA such as “Contact Sales Now” or “Sign up for a Free Trial Today”.

CP Slides Here are some stats of how a bunch of different online companies are benefitting from online video, and driving revenue for their companies.

SR Slide

Sun Microsystems, which has long been a leader in corporate blogging by executives and employees, is now empowering its 30,000 employees to upload employee-generated EGC video to Sun's big video site Channel Sun as part of its communications with customers, developers and others. A number of different areas of Sun’s business have videos dedicated to them– e.g. Open Source, Software, Systems and “Channel You” which holds user generated content submitted by customers and partners of Sun. The Channel Sun video portal is an opportunity for Sun to attract, engage and educate prospects and customers.

SR Slide

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Brightcove - B2B Marketing with Video - Presentation Transcript

  1. I Want My B2B Video! A Practical Guide to Getting Started with Video
  2. Video will become as pervasive as text on the web.
  3. 42% of B2B Marketers used video last year up 10% 44% of Medium Companies 57% of Large Companies Marketers allocate 5% of their budget for video
  4. Who’s doing it?
  5. Marketers Across Every Industry Are Using Video
    • Consumer Products
    • Technology Hardware & Software
    • Financial Services
    • Travel, Tourism, & Recreation
    • Non-profit
    • Higher Education
    • Healthcare / Life Sciences
    • Government
    • Professional Services
    • Media Companies
    • Publications
    • News Portals
    • Publishers
    • Premium TV Channels
    • Record Labels
  6. The power of video at every stage of the Customer Lifecycle How?
    • Search Optimization
    • Viral Sharing
    • Blended Distribution
    • “ Videos are 53 times more likely than text pages to appear on the first page of search results”
    Awareness
  9. Awareness
    • JUST @#$% IT
    • Serena Software campaign combines video and Web 2.0 marketing to drive great results and wins the OMMA 2008 award for Best B2B Integrated Online Campaign
    • “ 50% had negative perception of YouTube due to quality, clutter and lack of control”
    • 2009 Online Video Study
    Awareness
  11. The Blended Distribution Strategy
    • Goal is interest and conversion
    • Content and environment tuned for engagement and action
    • Single brand voice
    • Complete creative control
    On YouTube.com
    • Goal is awareness building
    • Content and environment tuned for viral sharing
    • Mixed brand voice
    • Limited customization options
    On my mybrand.com
    • Product Tours
    • Customer Case Studies
    • Contextual Video
  13. Interest
    • Branded video portal
    • Leading designers create rooms around Kohler products
    • Places the product in a solution context
    KOHLER DESIGNER ROOMS PROJECT
    • Bring the institution to life through its people
    • 33% increase in page views
    • 20% increase in marketing efficiency
    Interest RHODE ISLAND SCHOOL OF DESIGN
    • Lead captures
    • Trials
    • Increase Marketing Effectiveness
  16. Trial
    • JUST @#$% IT
    • Serena Software 200% Increase in Product Trials
    SERENA SOFTWARE
    • “ 10 to 15% of shoppers who look at videos click. Without the videos we get about a 1.5% conversion rate”
    • “ Video is a great way to increase interaction, adding video to email marketing boosts customers’ interaction by as much as 200% to 300%”
    Trial - Fireplace supply e-store
    • Product Details
    • Compare Features
    • Demonstrate Complex Products
    • Put a face on your products
    • Help foster a personal connection to shorten the sales cycle
    Purchase
  20. Brands using online video have seen lifts of anywhere from 20%-40% in terms of incremental buying with online video and rich media over other ad forms. - Comscore 45% sales increase for products with video - Online Bridal Store 40% revenue increase with video - Online Jewelry Store 24% reduction in product returns - Consumer Goods eretailer 36% annual sales increase with video - Online Camera Store 40% increase In web sales - Online Computer Store
    • Communities
    • Customer Care
    • Corporate Image
  22. Loyalty
    • CEO video blog
    • Product overviews
    • Event “catch up” footage
    • A new kind of customer care
    SUN MICROSYSTEMS CHANNEL SUN SITE
  23.  
  24. The power of video at every stage of the Customer Lifecycle
  25. www.brightcove.com (888) 882 1880

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