B2B Content Marketing: Video, social and mobile case studies

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Case studies and best practices in B2B content marketing from 2013, with a close look at what's working (and isn't) in the area of online/viral video, social and mobile.

Published in: Business, Technology

B2B Content Marketing: Video, social and mobile case studies

  1. 1. CAN BRANDS BE STORY TELLERS? MOBILE AND SOCIAL MEDIA: WHAT’S WORKING , WHAT ’S N OT, A N D W HY … 20 13 FALL MEE T IN G O F TH E ISBM B R AN D CO NS O RT IUM & ABM MARKETER/MEDIA/PUBLISHER COUNCIL T H U R S DAY, N OV E M B E R 2 1 , 2 0 1 4
  2. 2. AGENDA 1.  Emerging media’s impact on brands, agencies and publishers 2.  Growing priority of content marketing in B2B 3.  Why it’s so difficult to do well 4.  Who in B2B is doing it well and how? •  •  •  •  •  •  •  SAP Sales Benchmark Index Xerox Sungard Cisco Salesforce.com Google 5. Using video to drive brands
  3. 3. INTRO YOUTUBE “WEBSTAR” •  One of YouTube’s most-watched video creators •  More than 1,000 videos watched 277 million times. 225K subscribers. CAREER MARKETER Directed large consumer brands and emerging media at Johnson & Johnson and Merck. Worked with dozens of leading brands on YouTube promotions.
  4. 4. ONCE UPON A TIME, 5 STRANGE THINGS 1.  Daily 4-7:00 am video shift 2.  Video collaborations with complete strangers 3.  Recognized in public. We had to unlist our phone number 4.  I started making more money from YouTube then the day job 5.  Became poster child for quitting boring corporate job
  5. 5. FIRST SPONSORED VIDEO
  6. 6. THE BALANCING ACT OF SPONSORED VIDEOS These confuse traditional roles of brand, agency and media properties. Source: Playlist of Nalts sponsored videos.
  7. 7. MAKING B2B MARKETING THRIVE IN “AGE OF CUSTOMER” 1.  Data-backed insight that familiarizes employees with customers before each encounter. 2.  Digital customer experiences and service that enhance the human touch. 3.  Sales channels enabled to deliver account-specific experiences and return rich intelligence. 4.  Relevant inspired content delivered through interactive, information-rich experiences.
  8. 8. 93% of B2B marketers use content marketing today
  9. 9. IT’S NOT NEW Content marketing is when brands attempt to create and distribute valuable content… …to attract audience … with purpose of driving customer action
  10. 10. IT JUST SEEMS A LOT EASIER NOW B2B content marketers use thirteen content marketing tactics on average… •  Social media •  Website articles •  eNewsletters •  Blogs •  In-person events •  Case studies •  Videos Source: “B2B Content Marketing 2014: Benchmarks, Budgets & Trends.” Content Marketing Institute, Marketing Profs and Brightcove
  11. 11. SO WE END UP WITH THIS…
  12. 12. “AWKWARD FAMILY PHOTOS” MEME
  13. 13. “RECREATE FAMILY PHOTO” MEME
  14. 14. Some Favorites •  Infographics •  Curating for narrow audiences •  Native advertising •  White papers •  Niche communities •  Competitions •  Sponsored content •  Trend reports Source: Smart Insights
  15. 15. SHOULD BRANDS BE NETWORKS?
  16. 16. Entertaining Where we usually land Persuasive
  17. 17. BEING PERSUASIVE AND CHARMING IN REAL LIFE (IRL) ISN’T EASY EITHER The attack of the killer multi-level marketing friend
  18. 18. OUR CHALLENGE? LIMITED CAPACITY FOR CONSCIOUS AWARENESS
  19. 19. 93% cite lead generation as a goal. (but only 54% of us said content management improved lead gen).
  20. 20. Source: @BrennerMichael, http://www.blogs.sap.com/ innovation SAP Mission: “To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, outperform their competition and advance their careers.”
  21. 21. IS IT FAIR TO MEASURE ON LEADS ALONE? SAP scorecard shows .0008% of visits “converting.”
  22. 22. “The audience actually wants to work for its meal… we’re born problem solvers. We’re compelled to deduce and deduct. It’s the well organized absence of information that draws us in. Give them 2+2 not 4.” Andrew Stanton (Toy Story, WALL-E), TED Talk 2012 “Clues to a Great Story.”
  23. 23. SOCIAL STORYTELLING… •  Includes customer stories as part of the brand story •  Conveys brand attributes in a more memorable context •  Entertains customers and keeps them interested •  Teaches and educates in a fun, non-preachy way Carrii Bugbee, award-winning creator of Peggy Olson (Mad Men fan twitter) and social TV explorer, social media marketing strategist & speaker; advertising/PR pro. CarriBugbee.com •  Inspires customers to spread the word about you •  Builds fans and advocates •  Maybe even goes vir… “Storytelling: The next wave of social media marketing” (South by Southwest, 2013) by @MarkWilliams & @CarriBugbee
  24. 24. A CORPORATE STORYTELLER Tim Washer, Cisco’s senior marketing manager, has a background in comedy (as a writer for Conan, Letterman, and The Onion who has his own acting reel) and describes himself as a “corporate storyteller.”
  25. 25. GOOD STORIES ARE FOCUSED Case: Sales Benchmark •  Problem: Average new sales leader fails in 19 months. C •  Solution: Sales Benchmark Institute created eBook for VP of sales •  Purpose: to help them go beyond 6 quarters
  26. 26. Case: Sungard Zombie SunGard’d Zombie Themed campaign to build awareness C among IT professionals of SunGard Cloud offerings. Exceeded brands download rates by 300%, a 5.7% email open rate and 20+ leads.
  27. 27. SELLING AN IDEA NOT A BRAND Case: Xerox Optimist •  Value propositions of all the companies in Xerox’s space looked exactly alike. C •  In the solutions world, most focused on problems. Xerox’s went another way. •  Sharing content changed conversation of first call. •  Forbes is content partner.
  28. 28. LIKEABILITY: LET’S TALK ABOUT YOU Case: Salesforce.com •  90% of Salesforce’s content is about customers, and only 10% is about the product. C •  Traffic from social sites increased 300%, and Salesforce met 70% of its annual target for newsletter sign-ups in the first month of the year. Rhymes increase process fluency Source: http://www.likeable.com/blog/2013/05/5-b2b-companies-that-excel-at-being-likeable/
  29. 29. ABOUT VIDEO
  30. 30. WHY DID OLD SPICE WORK? (It wasn’t copying Old Spice)
  31. 31. PLEASE DON’T HARLEM SHAKE
  32. 32. THE NARROWING TOPICALITY LIFECYCLE Gangnam Style: Hot Months following July 15, 2012 Cliche Harlem Shake: Weeks following February 2, 2013 Hot Cliche Cliche
  33. 33. 7 SECRET INGREDIENTS OF VIRAL VIDEOS 1.  Irresistible title & thumbnail 2.  Timing is everything: 1090 rule 3.  Music and dancing sells 4.  Topical 5.  Not over produced 6.  Funny, sexy, cute, quirky, shocking 7.  Surprise ending increases sharing
  34. 34. THREE WAYS TO GET VIEWS PAID EARNED PLACED
  35. 35. FOUR TYPES OF ONLINE VIDEO Promotional (Viral, Ads) Educational Direct-Response Social
  36. 36. PRODUCTION VALUES DON’T REALLY MATTER Inverse relationship between quality and views. Example: “I Are Cute Kitten” seen 45 million times and took me 88 minutes to shoot, edit and post.
  37. 37. TALKING FRUIT
  38. 38. WHAT DEPENDS ON WHERE •  A place for paid and earned •  Can serve awareness, engagement, direct-response •  Vary video content by goal and place
  39. 39. UPLOADING VIDEO IS THE FIRST NOT LAST STEP •  Real work starts after posting •  Get it everywhere •  Support with paid media •  Target audience via owned social tools •  Bloggers: “Your audience may like this...”
  40. 40. SEEDING
  41. 41. WEBSTARS Already have audiences Fraction of cost of TV production Power of parasocial
  42. 42. YESTERDAY Charles Trippy sold $20,000 of merchandise to fund brain cancer… (in the first hour).
  43. 43. WHEN IT’S DONE WELL (GOOGLE INDIA)

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