Humanizing B2B Brands     with Social Video@timwashertwasher@cisco.com
If Consumer Brands Can Use   Humor, Why Can’t B2B?http://vimeo.com/6749232
“73% of all people who read B2B blogs are people” @timwasher
Customer Visit meets the Travel Channel  http://youtu.be/IqZye-4y_P0
Travelogue Video Approach• Video opens with her passion – food. Creates an  authentic conversation• Focuses on the custome...
Story trumps Messaging                          http://bit.ly/uaNSOZ© 2010 Cisco and/or its affiliates. All rights reserve...
Why Use Humor?• Evokes positive emotion• Cuts through the noise• Humanizes the brand• It’s a gift to your audience
Seeking Approval• Begin with marketing strategy   Map planned videos to the marketing plan   Set expectations   Portfol...
Humor Examples
http://bit.ly/wX7Vo
The Offering: Videoscape
The concept: TV Support Group•    http://youtu.be/fMsY9O9iLqk
http://bit.ly/9LkgYjhttp://bit.ly/9LkgYj
Tim Washer Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum
Tim Washer Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum
Tim Washer Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum
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Tim Washer Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

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Tim Washer, Social Media Manager, Cisco Systems

www.bdionline.com

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Tim Washer Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

  1. 1. Humanizing B2B Brands with Social Video@timwashertwasher@cisco.com
  2. 2. If Consumer Brands Can Use Humor, Why Can’t B2B?http://vimeo.com/6749232
  3. 3. “73% of all people who read B2B blogs are people” @timwasher
  4. 4. Customer Visit meets the Travel Channel http://youtu.be/IqZye-4y_P0
  5. 5. Travelogue Video Approach• Video opens with her passion – food. Creates an authentic conversation• Focuses on the customers’ needs instead of her company/product.• Conversational in tone instead of jargon (e.g. “collaboration,” “innovation”)• Includes interesting visuals, simple iPhone video
  6. 6. Story trumps Messaging http://bit.ly/uaNSOZ© 2010 Cisco and/or its affiliates. All rights reserved. http://bit.ly/vbGp3f Cisco Confidential 7
  7. 7. Why Use Humor?• Evokes positive emotion• Cuts through the noise• Humanizes the brand• It’s a gift to your audience
  8. 8. Seeking Approval• Begin with marketing strategy  Map planned videos to the marketing plan  Set expectations  Portfolio approach• Build trust with decision makers.• Share B2B video success cases• Comedy by committee won’t work• Test first with live internal audience, then on the intranet before publishing on YouTube
  9. 9. Humor Examples
  10. 10. http://bit.ly/wX7Vo
  11. 11. The Offering: Videoscape
  12. 12. The concept: TV Support Group• http://youtu.be/fMsY9O9iLqk
  13. 13. http://bit.ly/9LkgYjhttp://bit.ly/9LkgYj

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