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Using the Power of Video to Engage Customers Laura Ramos VP, US Industry Marketing Xerox Document Outsourcing March 2, 201...
The Power of Video for Engaging Customers <ul><ul><li>The Role of Video in B2B Marketing </li></ul></ul><ul><ul><li>4 Ways...
B2B Marketers Lack Video Track Record Source: Forrester Q1 2010 B2B Marketing Budgets And Tactics Online Survey With Marke...
B2B Video Sells Products, Not Experiences Source: Q1 2008 B2B Social Computing and Installed Base Marketing Online Survey ...
5 Ways to Capture Video Value <ul><ul><li>Feature employee talent.  </li></ul></ul><ul><ul><li>Create excitement around ph...
5 Ways to Capture Video Value <ul><ul><li>Feature employee talent.  </li></ul></ul><ul><ul><li>Create excitement around ph...
Xerox Services Thought Leadership Develop and disseminate meaningful, relevant   content  with strong points of view   on ...
Features Xerox Experts and Thought Leaders Source:  http://www.consulting.xerox.com/thought-leadership/enus.html
Features Xerox Experts and Thought Leaders Source:  http://www.consulting.xerox.com/thought-leadership/enus.html
Involve Customers in TL Summit Experience Source:  http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default...
Involve Customers in TL Summit Experience Source:  http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default...
Video Case Studies Share Customer Success Source:  http://www.youtube.com/watch?v=75qxCaJtY_g&p=44DAACF723C6A127
Video Case Studies Share Customer Success Results: Video case studies receive 2X interactions than PDF/text. Transcripts b...
Example: Ready for Real Business Campaign <ul><li>Affiliation Marketing </li></ul><ul><li>Traditional and Online channels ...
Customers Explore Real Business Live http://www.realbusiness.com/#/ready-for-business
Best Practice: When Customers Tell Their Story Source:  http://www.youtube.com/watch?v=nYuOgCynlN0 http://www.youtube.com/...
Sale Engagement: Use Video to Share Best Practices
Best Practices for Creating Engaging Video <ul><ul><li>Tell the customer’s story, not yours. </li></ul></ul><ul><ul><ul><l...
Explore social channels for sharing video stories Source: http://www.facebook.com/managingprint
Lessons Learned <ul><ul><li>Customers more willing to contribute video than case studies </li></ul></ul><ul><ul><li>High p...
Thank you, Q&A … and for more discussion <ul><li>Laura Ramos </li></ul><ul><li>laura.ramos@xerox.com  </li></ul><ul><li>Tw...
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Customer engagement summit ramos ss

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Video is going to be the most important communications tool in the 21st century. Laura Ramos, a former VP and Principal Analyst for Forrester Research, will show how Xerox is making strides in using video to engage more meaningfully—and effectively—with customers in three key ways: 1) Self-produced testimonials, 2) Hallway conversations, and 3) As in integral part of  client case studies.  In addition, she’ll show how Xerox uses video to engage clients on its Thought Leadership site and to engage the sales force with “Brake Time” by using video to capture “how I got that big deal” that contributes to sales-enablement best practices sharing.

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Customer engagement summit ramos ss

  1. 1. Using the Power of Video to Engage Customers Laura Ramos VP, US Industry Marketing Xerox Document Outsourcing March 2, 2011 © 2010 Xerox Corporation. All rights reserved. Xerox ョ , Xerox and design ョ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
  2. 2. The Power of Video for Engaging Customers <ul><ul><li>The Role of Video in B2B Marketing </li></ul></ul><ul><ul><li>4 Ways Xerox Services Uses Video to Engage Customers </li></ul></ul><ul><ul><ul><li>Thought leadership </li></ul></ul></ul><ul><ul><ul><li>Case studies </li></ul></ul></ul><ul><ul><ul><li>Testimonials </li></ul></ul></ul><ul><ul><ul><li>Sales enablement: best practices sharing </li></ul></ul></ul><ul><ul><li>Best Practices for Creating Successful Video </li></ul></ul>
  3. 3. B2B Marketers Lack Video Track Record Source: Forrester Q1 2010 B2B Marketing Budgets And Tactics Online Survey With MarketingProfs See Forrester Research March 15,2010, “Rethinking The B2B Tech Marketing Mix In The Digital Age” report. Base: 249 B2B marketers at companies with 50 or more employees (multiple responses accepted) “ Which of the following marketing tactics do you use?”
  4. 4. B2B Video Sells Products, Not Experiences Source: Q1 2008 B2B Social Computing and Installed Base Marketing Online Survey See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
  5. 5. 5 Ways to Capture Video Value <ul><ul><li>Feature employee talent. </li></ul></ul><ul><ul><li>Create excitement around physical events. </li></ul></ul><ul><ul><li>Let customers advocate for you. </li></ul></ul><ul><ul><li>Engage and qualify buyers. </li></ul></ul><ul><ul><li>Pass a viral message around. </li></ul></ul>See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
  6. 6. 5 Ways to Capture Video Value <ul><ul><li>Feature employee talent. </li></ul></ul><ul><ul><li>Create excitement around physical events. </li></ul></ul><ul><ul><li>Let customers advocate for you. </li></ul></ul><ul><ul><li>Engage and qualify buyers. </li></ul></ul><ul><ul><li>Pass a viral message around. </li></ul></ul>See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
  7. 7. Xerox Services Thought Leadership Develop and disseminate meaningful, relevant content with strong points of view on a variety of topics. Increase awareness and consideration of our services and Thought Leaders expertise by leveraging internal and external networks and channels. Promote Xerox as a thought leading company with service offerings and insights that solve complex business challenges. Expand our brand image of being an innovative, trusted company. Track & deliver metrics that support program and business goals.
  8. 8. Features Xerox Experts and Thought Leaders Source: http://www.consulting.xerox.com/thought-leadership/enus.html
  9. 9. Features Xerox Experts and Thought Leaders Source: http://www.consulting.xerox.com/thought-leadership/enus.html
  10. 10. Involve Customers in TL Summit Experience Source: http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default.aspx
  11. 11. Involve Customers in TL Summit Experience Source: http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default.aspx
  12. 12. Video Case Studies Share Customer Success Source: http://www.youtube.com/watch?v=75qxCaJtY_g&p=44DAACF723C6A127
  13. 13. Video Case Studies Share Customer Success Results: Video case studies receive 2X interactions than PDF/text. Transcripts boost search ranking. Source: http://www.youtube.com/user/JoeXRX2009
  14. 14. Example: Ready for Real Business Campaign <ul><li>Affiliation Marketing </li></ul><ul><li>Traditional and Online channels </li></ul>Source: http://www.youtube.com/watch?v=e6reT9Ux_gI
  15. 15. Customers Explore Real Business Live http://www.realbusiness.com/#/ready-for-business
  16. 16. Best Practice: When Customers Tell Their Story Source: http://www.youtube.com/watch?v=nYuOgCynlN0 http://www.youtube.com/user/CSUGoesGreen
  17. 17. Sale Engagement: Use Video to Share Best Practices
  18. 18. Best Practices for Creating Engaging Video <ul><ul><li>Tell the customer’s story, not yours. </li></ul></ul><ul><ul><ul><li>Real people and places </li></ul></ul></ul><ul><ul><ul><li>Make problem, pain stand out; don’t hide it </li></ul></ul></ul><ul><ul><ul><li>Show both sides of the solution – what went wrong? </li></ul></ul></ul><ul><ul><li>The shorter, the better </li></ul></ul><ul><ul><ul><li>Two parts: the “teaser” and then “the rest of the story” </li></ul></ul></ul><ul><ul><li>Humor is good, but know your audience </li></ul></ul><ul><ul><li>Make it easy to share </li></ul></ul><ul><ul><ul><li>Integrate online and physical elements </li></ul></ul></ul><ul><ul><ul><li>Explore social channels </li></ul></ul></ul>
  19. 19. Explore social channels for sharing video stories Source: http://www.facebook.com/managingprint
  20. 20. Lessons Learned <ul><ul><li>Customers more willing to contribute video than case studies </li></ul></ul><ul><ul><li>High production quality – and good story telling – matters </li></ul></ul><ul><ul><li>Field engagement is essential </li></ul></ul><ul><ul><li>Leverage events/face-to-face meeting to capture video </li></ul></ul><ul><ul><li>Next steps </li></ul></ul><ul><ul><li>Break up assets into small components </li></ul></ul><ul><ul><li>Reuse assets in lead nurturing campaigns </li></ul></ul><ul><ul><li>Streamline content refresh cycles </li></ul></ul><ul><ul><li>Connect traffic to business results </li></ul></ul>
  21. 21. Thank you, Q&A … and for more discussion <ul><li>Laura Ramos </li></ul><ul><li>laura.ramos@xerox.com </li></ul><ul><li>Twitter handle: @lauraramos </li></ul><ul><li>www.b2bmarketingpost.com </li></ul><ul><li>+1 408.996.7660 </li></ul><ul><li>www.facebook.com/managingprint </li></ul><ul><li>www.consulting.xerox.com/ </li></ul>

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