Embarq Brand Channel - OMMA Hollywood Panel
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Embarq Brand Channel - OMMA Hollywood Panel

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Updated stats from March 09 included in the Embarq YouTube Brand Channel presentation

Updated stats from March 09 included in the Embarq YouTube Brand Channel presentation

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Embarq Brand Channel - OMMA Hollywood Panel Embarq Brand Channel - OMMA Hollywood Panel Presentation Transcript

  • Brand Marketers are Video Publishers Too! March 23, 2009 Zena Weist, EMBARQ Brand Team Twitter @zenaweist – [email_address] PAGE
  • EMBARQ Residential Profile PAGE
      • Home Phone, Local and Long Distance
      • High-Speed Internet
      • Satellite TV from DISH Network
      • Home Computer & Technical Support
    Servicing 3.5M HHs across 18 states
  • ’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- bring our brand to them
      • Promote customer and prospect engagement and interactivity
      • Expand positive sentiment built through online customer outreach
    PAGE
    • 4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook
    • 65M unique visitors/month
    • 420 hrs of content uploaded/hr- Represents 42.9% of online video views*
    • 1:4 Fortune 500s
    • 1:4 Searches – YouTube is the 2 nd most popular search engine.*
    PAGE
  • 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
    PAGE
  • 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 PAGE
  • Take the time to test, validate gut PAGE
  • Content Strategy
    • Short-term: Contest
      • HSI focus
    • Long-term: How-to Videos
      • Top 10 Customer Service issues
      • Online Outreach
      • Call Centers
      • Continue to interact/use feedback loop
    PAGE
  • 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 PAGE
  • 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.” PAGE
  • 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
    PAGE
  • What can you do in 48 seconds????? www.youtube.com/embarq PAGE
  • Generating BUZZ PAGE
  • Generating BUZZ - How-To Videos “ Now a great example, I think one of the best examples of how-to videos, is done by Embarq… some of the videos have been, have really decent view counts considering, you know, where it comes from, that it’s coming from a brand. That makes sense because its helped get this company’s name out to a broader consumer base, and if you just Google, you know, “How to install a blank, blank, a T1 line or a DSL line”, or whatever it is, there’s a good chance that you might come across those videos and then you know about this company and its services.” - Daisy Whitney on Dishymix Podcast Episode 90 PAGE
  • Positive sentiment Comments Cloud PAGE
  • 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 PAGE 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…
    • 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: >112,600
      • Hours spent with brand ~11,900hrs
      • Average rating 3.87 stars
    Orders: ~3000 PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements PAGE
  • ROI 2.0 - Match Metrics to Engagement
    • Contest: 4200 hours spent with Embarq brand
    • How-to: 11,900 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
    PAGE
  • What’s helping us… PAGE
  • Roll with it PAGE
  • The Team that championed the Channel
    • Kevin Cobb: @i_am_me (Interactive Brand Manager, the man with the plan, socmed force)
    • 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)
    • Heather White-Laird : @howlvenice (iCrossing, Executive Creative Producer -Continuous positive force.)
    PAGE