How to include creative video content that meets marketing goals? This is a case study of how CRT/tanaka, an award-winning PR agency helped Network Solutions with an integrated video campaign that increased sales by 500%, generated significant online buzz and was ranked by Mashable as Top Seven Twitter Marketing Campaigns to Learn From." Pretty cool eh?

1. Picture Perfect:
Measure the Power
and Influence of Your
Video Content
Presented by: Priya Ramesh
Managing Director, Social Media
CRT/tanaka
Oct 2, 2012

2. Game Plan
• What’s the big deal about videos?
• Why YouTube should be your best friend?
• Measurement best practices
• Case studies
• Q&A

3. The Video Consumption Landscape
• 43% more Americans watch online video
content on an average day now than a
year ago (100+ million).
• The average viewer watched 239 videos
in 2011 (up 37%).
• Google Sites, driven primarily by
YouTube.com, ranks #1 with 21.9 billion
video views.
• The average number of minutes per video
view rose from 5.0 to 5.8.
Source: comScore, 2012 U.S. Digital Future in Focus

4. Why YouTube is a Marketer’s Best Friend?
• Exceeds 800 million unique users per month
• Over 4 billion hours of video are watched each month
on YouTube
• 72 hours of video are uploaded to YouTube every minute
• Traffic from mobile devices tripled in 2011
• 500 years of YouTube video are watched every day on
Facebook, and over 700 YouTube videos are shared on
Twitter each minute
• 100 million people take a social action on YouTube
(likes, shares, comments, etc.) every week
Source: 2011 YouTube Press Statistics

5. 8 Key Metrics for Videos
1. Total views
2. Unique visitors
3. Target impressions
4. Average view time
5. Engagement rate (comments and shares
on Facebook and Twitter)
6. Referral traffic
7. Brand lift
8. Sales impact

6. Video Measurement Tools
FREE: YouTube Insights
Anyone with a YouTube account can view
•Views & Popularity – where your video views are coming from
•Discovery – how people discovered your video
•Demographics – age and gender of your audience
•Audience Attention – which parts of your video are “hot”
•Community Engagement – how many times viewers rate,
favorite or comment on your video
SUBSCRIPTION-BASED: Visible Measures
•Robust
•More holistic measure of paid, owned and earned media

7. Case Study: Go Granny Video Campaign
http://www.youtube.com/watch?v=Nn25Lb8dick

8. Campaign Overview
• Network Solutions and Go Daddy have long been
competitors in the domain registration space. However,
their brand images could not be more dissimilar.
• Network Solutions is a small business champion intent on
offering resources specifically geared to small business
owners, including web hosting, e-commerce solutions and
web design.
• Go Daddy, on the other hand, is well-known for its racy
commercials featuring female stars like Danica Patrick and
Candice Michelle.
• Historically, Go Daddy has generated significant attention
with its Super Bowl commercials. For Super Bowl 2011,
the team at Network Solutions was not content to stand
by. The company wanted to step into the arena and create
a counter-campaign to parody Go Daddy ads.

9. Key Objective
Develop and execute a Super
Bowl campaign in three weeks
that directly spoofs Go Daddy
ads, while maintaining Network
Solutions’ image as a small
business champion for
entrepreneurs seeking serious
online solutions.

10. Strategy
• Given the popularity of You Tube, CRT/tanaka
considered internet video to be the ideal medium for
a counter-campaign.
• Network Solutions and CRT/tanaka developed a
concept around Go Granny, “the original domain girl”
and created a series of mockumentary vignettes.
• Seeking to generate media interest, Network
Solutions enlisted Academy Award winner Cloris
Leachman to play Go Granny.

11. Strategy Continued
• To poke fun at Go Daddy without alienating its
small business audience, Network Solutions
chose Lisa Stone, the respected co-founder of
BlogHer, the largest online community for
women. Stone starred alongside Leachman’s
Go Granny in the video, providing a contrast
between GoGranny and a serious
entrepreneur who knows what it takes to start
and grow a business online.
• Stone delivered the brand’s message:
Get Serious.

12. Key Tactics
• Twitter Engagement
– Go Granny took her sassy personality to drive traffic
to the video in Twitter. Followers found @Go_Granny
hysterical as she took over Twitter for three one-hour
long tweetcapades on the Friday, Saturday and
Sunday of the Super Bowl weekend.
– During the tweetcapades, @Go_Granny‘s tweets
were carefully targeted to win the attention of
influencers like @GuyKawasaki and @ScottMonty
under the premise she was inviting people to her
Super Bowl Party. The team of powerful mommy
bloggers at BlogHer participated in the tweetcapades
as well, tapping into their extensive networks.

13. Key Tactics Continued
• Media Outreach
– During this high-traffic weekend, the media
relations team at CRT/tanaka was challenged
with positioning Go Granny as a counter-
campaign to advertising, social media and
entertainment outlets to generate media
mentions.
• Monitoring
– CRT/tanaka used Radian6, IceRocket and Google
Blog searches to monitor the campaign. The
team compiled detailed reports of all online
coverage of the campaign including blogs, online
media, video aggregator sites and Twitter.

14. Go Granny Steals the Superbowl
• More than 500% increase in .CO sales
• More than 72 million impressions
throughout the year
• 97% positive sentiment on YouTube
• Mashable ranked Go Granny as Top
Seven Twitter Marketing Campaigns
to Learn From

15. Go Granny Trending on Twitter (DC)
Results continued:
Total Impressions: 49,879,767
• Twitter: 19,990,790
• Blogs: 21,190,381
• Video: 8,698,596
• #GoGranny became a trending topic in Washington DC.
• Top influencers who tweeted about Go Granny included
– Beth Kanter (375,937 followers)
– Guy Kawasaki (318,247 followers)
– Gina Trapani (123,543)
– Brian Solis (84,452 followers)

16. Media Coverage
Blog Title UMVs
Examiner 8M
LA Times 3.4M
NY Mag 2.5M
Washington Business Journal 1.5M
UPI 990K
Media Bistro 490K
Business Exchange 420K
Richmond Times 360K
AdAge 280K
Search Engine Land 250K

17. Additional Resources
2012 U.S. Digital Future in Focus:
http://www.comscore.com/Press_Events/Presentations_Whitepapers/
2012/2012_US_Digital_Future_in_Focus
YouTube Press Statistics:
http://www.youtube.com/t/press_statistics
eMarketer:
http://www.emarketer.com/Article.aspx?R=1009195&ecid=a65060336
75d47f881651943c21c5ed4
Video and Inbound Marketing:
http://www.slideshare.net/HubSpot/video-inbound-marketing-three-
hubspot-case-studies

18. Agency Snapshot
$11.6
million
in fees Five
75 Practice Areas
Professionals Corporate/B2B
Interactive/Social Media
Five Consumer
Health
Locations Lewis & Neale
Richmond (HQ)
Washington, D.C
New York
Los Angeles
Norfolk

19. Awards
• Best Agency to Work for in America – Holmes Report
• One of Five Best Mid-sized Agencies in Nation – PRWeek
• One of the Three Most Admired PR Agencies in U.S. –
Holmes Report
• #1 Most Creative Agency in America – Inside PR
• Creator of one of “The Greatest PR Campaigns Ever”
for the launch of Windows’ 95 – PRWeek
• “Lifetime Achievement Award” for Liz Claiborne “Love is
Not Abuse” – SABRE Awards
• Creator of three of the “Top 20 PR Campaigns of the
Decade” for Coors, Windows’ 95 and Liz Claiborne
– Inside PR
• Torch Award for Business Ethics – BBB
• More than 325 national and regional awards

20. National Clients (Partial List)

21. Thank You!
Priya Ramesh
Managing Director, Social Media,
CRT/tanaka
www.crt-tanaka.com
Twitter: @newpr @crttanaka
Hashtag: #prmeasure
Email: pramesh@crt-tanaka.com