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.

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

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.

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

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.

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

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

Google Analytics/Google Alerts

Salesforce.com Dashboard

Eloqua Clickstream analysis

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%

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

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.

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

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.

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