MarketingSherpa B2B Marketing Summit
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MarketingSherpa B2B Marketing Summit

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Case study in viral marketing for B2B companies. O'Neal shares viral video campaign she developed based on a simple, animated depiction of network traffic developed by one of her in-house engineers. ...

Case study in viral marketing for B2B companies. O'Neal shares viral video campaign she developed based on a simple, animated depiction of network traffic developed by one of her in-house engineers. After creating a microsite for the video piece, posting it to YouTube, and seeding a few key industry sites with mentions of the demonstration, she created a viral video phenomenon that delivered a 6330% return on investment and cost per qualified lead of just $16.

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  • Thank you to MS Pam O’Neal 20 years in high tech b2b, Today - Sr Dtr at NetQoS – network performance management products early success in the new world of blogging, social media, wikipedia, viral marketing That’s why I’m here. Show low cost, highly successful B2B viral with the use of slick production and hot celebs Tired of clever, highly produced, nothing that I can realistically use. Not going to see here. Couldn’t be less sexy or polished. What you will see is a case study you can use. metrics on how it performs vs. traditional campaigns. Lessons learned Another important thing you’ll learn is how to mitigate risk. How many of you consider yourselves risk takers? Willing to risk failure a few times before succeeding? Willing to go to top management and risk personal embarrassment? Do you have your Flip cam on you? OK, you guys are almost ready to go viral…. Viral mkt is about more than taking your message to an increasingly marketing averse audience. It’s about risk taking. fine line between success and failure. No opportunity to test your ideas. It’s difficult to convince management that it’s a good idea. No assurances that your idea will be the one that takes off. Worst of all, you never really know when it will backfire. But the great thing about walking a tight rope is that no one can pass you. So let’s get started…
  • We already had a well-oiled demand generation 750 of F2000 clients We were really interested in boosting our brand awareness Reaching a new audience – network operations. And generating demand in the segments that weren’t responding - averse Objectives Go viral in 2007 - test it, gain awareness Break into Blogosphere - web cred, build network Web Traffic - 10%+ increase Thought we could 500+ viral leads Wanted to track and evaluate Needed proof points – convince skeptical management Is viral video a viable demand generation method?
  • Rule #1 for Viral or Any– Be Relevant - may hit a home run but effectively strike out. Ala dancing baby in the 90’s Welcome to the hot zone Ground zero for our viral pandemic This is their world, their performance charts and graphs Males participate in blogs research using Wikipedia active in online communities. perfect viral target. computer game fans and can be wowed by a high“geek factor”. Digg and Slashdot – community driven news sites. coup to get Slashdotted. Effective way to deliver message to tech buyers cynical, smart , marketing averse.
  • Knew we wanted viral - but struggled with our budget. Stumbled on: Dr. Mike Johns had developed a clever little screensaver ACTUAL Network Performance Management or Monitoring data from our products in a 3D video-game like format. TIP: Be opportunistic! Always keep that Flipcam on you! The “toy” was unique but very relevant to our audience it was kitchzy – very 80’s Tron like in design, high “geek cool factor.” WE just had to name it, package it, add some humor and promote it with a seeding campaign, conversion strategy, etc. Only 2 challenges : budget and lead time – 30 days So, we paired a small in-house team with our PR firm Porter Novelli worded microsite , a little fun and a little humor, plus a strong offer and Web 2.0 promotional techniques.
  • So this gives you a view of how we packaged it: Named it Netcosm – a microcosm of your network. Low production value. “off the cuff” feel as if some techies had cooked it up in their dorm room. Thumbnail! Added rudimentary humorous elements such as the Needed to protect our Brand: what this IS – a video game like visualization of traffic on your network NOT - a product for sale. FAQ, NetQoS Performance Labs where the visualization was created SEO specialist to analyze the broadest, most searched on term Strong offer to capture leads. Longer Netcosm story Slashdotted. Also included links to our products pages.
  • This is our initial YouTube post. added additional as the campaign evolved Important Point: You have 13 to 15 seconds to capture attention – avg viewing time on YouTube: get to the point fast use humor – comedians have big future in marketing (dell video blog, NetQoS blog) PLAY IT Name it, Describe it, Add links and compelling copy Tag it using your top SEO keywords as well as additional descriptive content AND your company name so people can find it.
  • And, this is a shot of our corporate blog Network Performance Daily Tip: Use your blog to break or trigger your viral campaign Not appropriate for a press release Gives you a face, a personality behind the campaign, a way to add fuel to the fire Have fun, add more humor Make fun of yourself Explain what you were thinking Build a community of followers Report on the results – give followers a way to track results and have fun And, keep it alive Later as a destination for our blogger outreach Gives you street cred or web cred
  • 40,000 to 65,000 new videos posted every day As much content as Internet 2000 Don’t build and they will come Seeding critical Just like wedding planners we had our hour by hour list of activities. videos to YouTube and Google Video corporate blog Network Performance Daily. blogger and press outreach CEO announced and demoed the content at our Symposium. Our blogger then posted the story to Digg, Reddit and Slashdot news site NetPerformance.com, PR agency sent a Twitter note to their contacts. monitored Sent updates - honors on YouTube. monitor the results and keep bloggers posted to show that there was momentum building. We also continued to blog about the story on our own corporate blog.
  • Exposure: Embed Google Analytics website and blog Mentions: Google Alerts, YouTube, Google link:www. Leads/Pipeline: Salesforce.com Dashboard Eloqua Clickstream analysis
  • Big question – was it the right exposure Review of the blog coverage, comments, and more importantly, leads generated says yes. …. More than 66,000 YouTube views in addition to those views on Network Performacne Daily, TechCrunchBig question The question is, Is this good? Well, as a benchmark consider Cisco’s Total Meltdown B2B Video campaign netted around 90,000 YouTube views for a very expensive professionally produced live action video and – was it the right exposure Review of the blog coverage, comments, and more importantly, leads generated says yes. …. Web traffic for NetQoS YoY 43% higher summer slow months so haven't seen the high traffic sustained 790 vs. 650 in months prior to spike Dropped back down to about 30% of the peak and sustained. Back to that level
  • 41% increase in SEO mkt exposure on All keywords 600% increase on the primary keyword Not jus Viral Marketing but all Social Media techniques – Viral, Wikipedia, Blog, Digg, Slashdot, etc. If you’re interested in how to use Wikipedia to drive demand, I have an interesting post on The B2B Lead.
  • Dramatic spike in Web-based leads for April – Just over 4X increase Spike in web traffic for All product pages. 26% increase in product demo requests
  • $160,000 and the typical deal takes anywhere from 6 to 9 months still working many of the leads track early indicators such as Meetings set and Opportunity value. Typically 50% of the total leads generated are qualified leads. 1 in 9 results in a meeting which produces 2 Opportunities and generally we close one of those. Viral qualified leads dropped to 20% and of those qualified it took far more to generate a meeting (so far anyway). Revenue Opportunities PER Meeting, New Media generated leads like Google Adwords and viral WOM leads are actually producing better than our more traditional or retro campaigns. Because the campaign was relevant to our audience, it produced a strong WOM effect which drove qualified leads.
  • Huge Opp for B2B - less than 1% of YouTube videos BtoB mag. Mitigate risk: do it cheap and still get great results Do it yourself Youtube is a great viral promotional device, but you can’t just throw a video up there and expect people to view it. There has to be a well thought out and planned strategy (timeline) Social networking (digg, reditt, Slashdot, relevant blogs) must be a part of any viral campaign strategy Viral campaigns must be designed with a conversion strategy in mind (it is not enough to just drive traffic or generate interest) Being able to analyze and track results is a must. (salesforce.com, eloqua). Lot’s of lessons learned here. After all, it was a completely new world for us. #1 Lesson: Viral success isn’t about luck – not entirely true as we lucked out on the existence of the data visualization. But, it took a lot more than luck. Being relevant be funny and grab your 15 minutes of fame, you’re squandering your resources. Make fun of yourself before someone else does. Get Your Fark on. Success in this world is about making a point, cutting through the clutter, having fun and not embarrassing yourself too badly. Can’t count YouTube odds. Map each step of the project, leak news to the appropriate outlet at the right time. marshal your resources to Digg your story. And, anticipate the unexpected so that you are prepared typically get a form submission or an email request, but we rarely get inbound calls. This video inspired our audience and they instantly wanted the product so they picked up the phone. If you’ve done your job and executed well on the first lessons here, this is likely to happen. So prepare for inbound inquiries with Inside Sales training, messaging, a process flow and most of all – tracking. Plan for this if you have the time by building a custom microsite that tells your entire story with custom offer pages within it. A Webcosm, if you will. Make sure you understand each of the steps in converting interest to a lead. You need to have a way to automatically followup with interested buyers to further qualify them and move them through the funnel. I blog about this at length on The B2B Lead. Use as part of a multi-modal strategy. E xtend the life of your campaign. We now use Netcosm as a highlight and demo aid at trade shows and seminars. We are considering using it to build community exposure to help with recruiting. We’ve used the explosions visuals and sound effects to release a 4 th of July email to our customers. It’s not over when it’s over. - Nurture community
  • So, as I said, it’s not over when it’s over. That also applies to the session. The B2B Lead elaborating on key points Finally, I would like to thank the vendors who helped my team with this campaign: PorterNovelli Eloqua Questions?

MarketingSherpa B2B Marketing Summit MarketingSherpa B2B Marketing Summit Presentation Transcript

  • Viral Videos: How to Generate & Measure New Leads Pam O'Neal Mickelson , Senior Director of Marketing Communications NetQoS Inc. Monday, October 29, 2007
  • Anatomy of a B2B Viral Campaign
    • Goals:
      • Brand awareness/perception
        • Network engineers in Global 4000
        • Build visibility in Network Operations Center
      • Demand generation
        • Test “low cost” new media vs. traditional
        • Reach marketing-averse audience
    • Objectives: 
      • Go viral in 2007
      • Break into Blogosphere
      • Web Traffic - 10%+ increase
      • 500+ viral leads
    © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • The NetQoS ® Hot Zone
    • Titles:
      • Network engineers
      • NOC staff
    • Demographics:
      • Male
      • Between 25-45
    • Behavior:
      • 80% worldwide read blogs 1
      • Active online – gaming/Slashdot/
    • Psychographics :
      • Cynical
      • Smart
      • Do not like to be “marketed to”
    • 1 Source: KnowledgeStorm and Universal McCann 2 Source: Marketing Sherpa 2007 Survey of IT Buyers
    © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • Strategy and Tactics
    • Strategy: Viral campaign
    • Tactics:
      • Netcosm – Real world network performance data
        • Relevant and fun
        • Subtle branding
      • SEO/SEM
      • Seeding
      • Conversion strategy
      • Sales follow-up
    • Timeframe: 30 days
    • Budget: $10,000
    © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Offer
  • Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • NetQoS Viral Launch Timeline © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • Tracking the Results © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    • Google Analytics/Google Alerts
    • Salesforce.com Dashboard
    • Eloqua Clickstream analysis
    BLOG NETCOSM PRODUCT EVAL REQ
  • Results of Netcosm Campaign © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
      • Brand Exposure
        • 66,000+ YouTube views/12 Honors
        • 70+ blogs - TechCrunch.com, Wired.com
        • Front page of Digg, Reddit, Fark , etc.
        • Search Networking/Network World
      • Blog Readership
        • 10,400 unique visitors in April
        • Geeks are Sexy editorial staff
      • Web Traffic - + 43%
  • Weighted Market Exposure © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 41% Increase
  • Netcosm Traffic Conversion © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • New Leads: New Media vs. Retro © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    • NetQoS Pipeline: 143:72:8:2:1 (50% qualified)
    • Viral Pipeline: 1976:398:18:11:? (20% qualified)
    • Total Cost: $6500
    • Projected ROI: 6330%
    • Cost per qualified lead: $16
  • Lesson Learned
    • No need for a large budget
    • Not a matter of luck
      • Be relevant
      • Don’t take yourself too seriously
      • Map each step
      • Leverage social media
    • Effective for B2B
      • Design with a conversion strategy in mind
      • Anticipate entry points – embed tracking
      • It’s not over when it’s over
    © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  • Credits/Thank You
    • NetQoS Marketing Team
    • Dr. Mike Johns
    • PorterNovelli – PR/Blogger Relations – www.pn.com
    • Eloqua – Marketing Automation - www.eloqua.com
    • Contact:
    • Pam O’Neal
    • [email_address]
    • Twitter: poneal
    • 512-656-8308
    • My Blog: www.theb2blead.com
    © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.