B2B Social Communications Case Studies and Roundtables Business Development Institute DuPont Goes Social with Viral Video ...
B2B Business Environment <ul><li>Declining Trust in Business </li></ul><ul><li>Media Fragmentation </li></ul><ul><li>Fewer...
B2C and B2B Behavior Convergence <ul><li>Testimonials, Peer to Peer Referrals </li></ul><ul><li>Search </li></ul><ul><li>O...
Trend is Social “ Digital marketing and new media marketing dominates demand generation and advertising spend allocation p...
Business Objectives <ul><li>Marketing: Word of Mouth </li></ul><ul><ul><li>Word of mouth: The act of consumers providing i...
DuPont Science Stories Tell compelling stories about DuPont science with video Pilot as proof-of-concept Run on eight blog...
The Stories <ul><li>Protecting the Protectors: Firefighters (Nomex®) </li></ul><ul><ul><li>Mario Andretti and Indy 500 </l...
Distribution <ul><li>General Interest Blogs </li></ul><ul><ul><li>Boing Boing, Digg </li></ul></ul><ul><li>Science-centric...
Customized Video Player to Enable WOM Start of video featured  &quot;freeze screen&quot; that encouraged  users to initiat...
Finding the Videos Q:If someone told you about these videos, how would you go about finding them online?
Liking the Videos Q: How did you feel about the video stories you watched?
Word of Mouth Potential Q: If you came across these videos online, how likely would you be to do the following:
Brand Attributes:  Among Younger Participants, Increase Notable for 2 Points Percent rating 8, 9 or 10 on 10-point scale L...
Marketing is PR (Now)
Results - Web Stats <ul><li>Video consumption </li></ul><ul><ul><li>6,000 visits to stories.dupont.com  </li></ul></ul><ul...
Learnings and Validation <ul><li>We can communicate transparently through blogs </li></ul><ul><li>Good content presented w...
WOM Ethics <ul><li>Honesty of Relationship </li></ul><ul><ul><li>We say who we are speaking for. </li></ul></ul><ul><li>Ho...
Paved the Way <ul><li>Corporate Policy and Governance </li></ul><ul><li>New Channels </li></ul><ul><ul><li>Twitter </li></...
Questions?
Upcoming SlideShare
Loading in …5
×

BDI 9/16 B2B Social Communications Case Studies - DuPont

4,200 views

Published on

Case Study: DuPont Goes Social with Viral Webvideo
Presented by: Gary Spangler, E-Marketing Leader, DuPont Electronic & Communication Technologies

http://www.bdionline.com

Published in: Business, Technology
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,200
On SlideShare
0
From Embeds
0
Number of Embeds
1,027
Actions
Shares
0
Downloads
174
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

BDI 9/16 B2B Social Communications Case Studies - DuPont

  1. 1. B2B Social Communications Case Studies and Roundtables Business Development Institute DuPont Goes Social with Viral Video Gary Spangler, Corporate eMarketing September 16, 2009
  2. 2. B2B Business Environment <ul><li>Declining Trust in Business </li></ul><ul><li>Media Fragmentation </li></ul><ul><li>Fewer Events; Lower Attendence; Less Time </li></ul><ul><li>Business Model Challenges </li></ul><ul><ul><li>Long buy cycle </li></ul></ul><ul><ul><li>Considered purchase </li></ul></ul><ul><ul><li>Ingredient Manufacturer </li></ul></ul>Channel Conflict Potential Collaboration/Conversation Who We Are Company Converter Distributor End User Consumer What We Make
  3. 3. B2C and B2B Behavior Convergence <ul><li>Testimonials, Peer to Peer Referrals </li></ul><ul><li>Search </li></ul><ul><li>Opt-in (e.g. email) </li></ul><ul><li>Web Experience (e.g., password resets) </li></ul><ul><li>New Media (blogs, video) </li></ul>B2C B2B
  4. 4. Trend is Social “ Digital marketing and new media marketing dominates demand generation and advertising spend allocation priorities for the coming year.” CMO Council, March 2009 Seventy six percent (76%) of businesses surveyed agree that Social Media is changing the way companies communicate. Marketing Sherpa, December 2008
  5. 5. Business Objectives <ul><li>Marketing: Word of Mouth </li></ul><ul><ul><li>Word of mouth: The act of consumers providing information to other consumers. </li></ul></ul><ul><ul><li>Word of mouth marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. </li></ul></ul><ul><li>Corporate Communications: Share of Voice </li></ul><ul><ul><li>Increase Positive Sentiment </li></ul></ul><ul><ul><li>Mitigate Negative Sentiment </li></ul></ul><ul><ul><li>Increasing Net Sentiment </li></ul></ul>
  6. 6. DuPont Science Stories Tell compelling stories about DuPont science with video Pilot as proof-of-concept Run on eight blogs as ad unit so company voice is transparent Place videos on video distribution networks (YouTube, Google Video, Blip.tv) Collaborate with bloggers before release Unleash viral: Embedding code and send-to-friend on stories.dupont.com Adhere to Word of Mouth Marketing Association (WOMMA) Code of Ethics, womma.org/ethics Measure sentiment
  7. 7. The Stories <ul><li>Protecting the Protectors: Firefighters (Nomex®) </li></ul><ul><ul><li>Mario Andretti and Indy 500 </li></ul></ul><ul><li>Protecting the Protectors: Police Officers (Kevlar®) </li></ul><ul><ul><li>Bullet test </li></ul></ul><ul><li>Shelter From the Storm (SentryGlas®) </li></ul><ul><ul><li>Canon and 2X4 </li></ul></ul><ul><li>Glass Houses (SentryGlas®) </li></ul><ul><li>Car Artists (Hot Hues®) </li></ul>
  8. 8. Distribution <ul><li>General Interest Blogs </li></ul><ul><ul><li>Boing Boing, Digg </li></ul></ul><ul><li>Science-centric Blogs </li></ul><ul><ul><li>SEED Science Blogs, Science Blog and Kircher Society </li></ul></ul><ul><li>Targeted Content Blogs </li></ul><ul><ul><li>Boompa, LeftLaneNews and Building Blog </li></ul></ul><ul><li>Video Distribution Networks </li></ul><ul><ul><li>YouTube, Google Video, Blip.tv </li></ul></ul>
  9. 9. Customized Video Player to Enable WOM Start of video featured &quot;freeze screen&quot; that encouraged users to initiate video play Other Options Accessible via Player Menu Email to a Friend Access Direct Link to Player Add to Blogger or Typepad Blog Access Embed Code to Post Player
  10. 10. Finding the Videos Q:If someone told you about these videos, how would you go about finding them online?
  11. 11. Liking the Videos Q: How did you feel about the video stories you watched?
  12. 12. Word of Mouth Potential Q: If you came across these videos online, how likely would you be to do the following:
  13. 13. Brand Attributes: Among Younger Participants, Increase Notable for 2 Points Percent rating 8, 9 or 10 on 10-point scale Listed below are several attributes that have been used to describe science-based companies. We’d like you to indicate how well you think each of these attributes describes the firm listed. 10-point scale BASE = 258
  14. 14. Marketing is PR (Now)
  15. 15. Results - Web Stats <ul><li>Video consumption </li></ul><ul><ul><li>6,000 visits to stories.dupont.com </li></ul></ul><ul><ul><li>8 minute average duration </li></ul></ul><ul><ul><li>50,000 video streams </li></ul></ul><ul><ul><li>6,000 views on YouTube, Google Video, Blip.tv </li></ul></ul><ul><li>Recognition </li></ul><ul><ul><li>Best Science Video Recognition </li></ul></ul><ul><ul><li>Best Design Video Recognition </li></ul></ul><ul><ul><li>OMMA Finalist Best Campaign in Social Media </li></ul></ul><ul><ul><ul><li>Vs Adidas and Frito Lay (Doritos) </li></ul></ul></ul>
  16. 16. Learnings and Validation <ul><li>We can communicate transparently through blogs </li></ul><ul><li>Good content presented well can generate Word of Mouth </li></ul><ul><li>Media and public expect a brand’s videos on YouTube, Google Video </li></ul><ul><li>Video effectively communicates DuPont’s brand idea: contributions through science </li></ul><ul><ul><li>Don’t forget archived video </li></ul></ul>
  17. 17. WOM Ethics <ul><li>Honesty of Relationship </li></ul><ul><ul><li>We say who we are speaking for. </li></ul></ul><ul><li>Honesty of Opinion </li></ul><ul><ul><li>We say what we believe. </li></ul></ul><ul><li>Honesty of Identity </li></ul><ul><ul><li>We never obscure our identity. </li></ul></ul><ul><ul><li>www.womma.org </li></ul></ul>www.womma.org/ethics
  18. 18. Paved the Way <ul><li>Corporate Policy and Governance </li></ul><ul><li>New Channels </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Blogger Outreach </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Docstoc and ScribD </li></ul></ul>
  19. 19. Questions?

×