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

Home Phone, Local and Long Distance

High-Speed Internet

Satellite TV from DISH Network

Home Computer & Technical Support

’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

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

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

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.*

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

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 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

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

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

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 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

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

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

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 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

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

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

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

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

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.)