Brand Channel Summary

EMBARQ YouTube Channel Review – KC/IABC Business Communicator Summit February 12, 2009 Zena Weist, EMBARQ Brand Team @zenaweist – [email_address]

Embarq – Backstory for ’08 Objectives

Fortune 500

Operate in 18 states

Competition: Cable and Cord Cutters

’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 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

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

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

Take the time to test, validate gut

Content Strategy

Short-term: Contest

HSI focus

Long-term: How-to Videos

Top 10 Customer Service issues

Online Outreach

Call Centers

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

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.”

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

What can you do in 48 seconds????? www.youtube.com/embarq

Generating BUZZ

Positive sentiment Comments Cloud

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

ROI Metrics meet…