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Brand Channel Summary

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  • Objectives, Rationale, Metrics
  • Transcript

    • 1. EMBARQ YouTube Channel Review – KC/IABC Business Communicator Summit February 12, 2009 Zena Weist, EMBARQ Brand Team @zenaweist – [email_address]
    • 2. Embarq – Backstory for ’08 Objectives
      • Fortune 500
      • Operate in 18 states
      • Competition: Cable and Cord Cutters
    • 3. ’08 Online Brand Marketing Objectives
      • Build brand awareness
      • Create a presence in an online community where customers & prospects are already engaged
        • Go where our target is
        • Promote customer and prospect engagement and interactivity
        • Expand positive sentiment built through online customer outreach
    • 4.
      • 4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook
      • 65M unique visitors/month
      • 420 hrs of content uploaded/hr
      • 1:4 Fortune 500s
      • 1:4 Searches
    • 5. Customers Seek Product Information on YouTube 2008 YouTube Engagement Study Base: Tech-Decision-Makers Who Visited YouTube in Past 6 Months and Have Viewed, Uploaded or Shared Tech-Related Videos Q: Which types of technology or electronics-related videos have you viewed, uploaded or shared?
      • Type of Technology Videos Watched
    • 6. Technology Videos on YouTube Prompt Action 67% Have taken action as result of seeing technology or electronics-related content on YouTube . 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 47% Gathered more information about a product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 27% Thought more favorably toward a product, brand or service 34% Considered buying a technology product or service
    • 7. Take the time to test, validate gut
    • 8. Content Strategy
      • Short-term: Contest
        • HSI focus
      • Long-term: How-to Videos
        • Top 10 Customer Service issues
        • Online Outreach
        • Call Centers
    • 9. Objectives Synched w/ Brand Promise
      • Channel Objectives
        • Build brand awareness through engagement
        • Increase EMBARQ core services awareness
        • Leverage and support other EQ online initiatives
      • Contest Objectives
        • Drive traffic to the channel
        • Engage customers and prospects with the brand
        • Build EQ HSI awareness and preference
      Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with
    • 10. Brand promise tie
      • Channel Objectives
        • Build brand awareness through engagement
        • Increase EMBARQ core services awareness
        • Leverage and support other EQ online initiatives
      • Contest Objectives
        • Drive traffic to the channel
        • Engage customers and prospects with the brand
        • Build EQ HSI awareness and preference
      Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with “ This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.”
    • 11. Getting the word out
      • Integrated online media campaign/communication plan to meet all marketing objectives
        • Interact & Engage: Channel & Display
        • Drive Traffic: Search & Display
        • Social Media Outreach:
          • Online socmed press release
          • Blogger outreach (Industry & Video-enthusiasts)
          • Twitter
    • 12. What can you do in 48 seconds????? www.youtube.com/embarq
    • 13. Generating BUZZ
    • 14. Positive sentiment Comments Cloud
    • 15. Compared to similar online initiatives, we kicked it! Percentile Ranking of Delta (  ) AdIndex Score: Normative Benchmarking of Brand Metric Deltas* ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) Avg Delta 4.1 4.5 3.1 2.3 0.6 0.6 Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Sign-Up/Switch Intent^ Recommend Intent^ Message Association
    • 16. ROI Metrics meet…
      • Channel Stats
        • Views: >400,000
        • Subscribers: 648
        • Comments: 142
      • Contest Stats
        • Finalist Video Views: 397,399
        • Contest Videos Submitted: 281
        • Contest Videos Approved: 148
        • Votes: 15,500
      • How-to Videos
        • Views: >90,960
      Orders: 1802 PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements
    • 17. ROI 2.0 - Match Metrics to Engagement
      • Contest: 4200 hours spent with Embarq brand
      • 201 Videos tagged “Embarq”
      • 81 Inbound blog links
      • More video contest submissions than Kmart national campaign (w/ a higher media spend)
      • ~660 subscribers (this is above par w/ contest spends our size)
      • ~70,000 views of EQ-related user generated content
      • ‘ Finalist compilation reel’ received 326,000+ views and rated 1,456 times
    • 18. What’s helping us…
    • 19. Roll with it
    • 20. The Team that championed the Channel
      • Kevin Cobb: @i_am_me (Interactive Brand Manager, YT admin, socmed fiend)
      • Jerry Green: @stickmantoo (Group Manager, He who holds the purse strings, Understands our target is media agnostic)
      • Linda O’Neill: @LindaOneill (CS General Manager, Customer Advocate)
      • Joey Harper: @Embarq_Joey (Outreach lead, CS Superhero)
      • Stephanie Meisse: @meissegirl (Media Relations Manager, socmed PR pro)
      • Alisa Hansen: @alisamleo (iCrossing, Social Media Strategist, She is all that)
      • Doyle Albee: @doylealbee (Metzger Associates, President, The wise one)