Welcome	Your Customers on Video are Your Biggest Asset	              Twitter: #WOMvideo
Agenda	             Context	                 •	            Examples	                 •	       Bud Light Case Study	       ...
Marketing throughout time	One Message from One Company to Many	   Previously brands & agencies used standalone solutions. ...
People throughout time	                              Peer to Peer	Customers now market on your behalf through the synergy ...
Consumer Influence	                                                     To what extent do people trust…	 80%	   70%	   60%	...
A Monumental Shift	        Technology has Changed	Peer to peer marketing can be on a monumental scale.	  
The Main Question
The Main Question
Who Are We?	VideoGenie allows brands to leverage word-of-mouth     marketing in its most impactful form, video. 	         ...
Our Goal	Your customers talk about you, in their own words      and share their thoughts with others.	Contests	   Testimon...
Testimonials: ShoeDazzle
Testimonials: ShoeDazzle
Testimonials: ShoeDazzle
Testimonials Results	                           Per Month:	                          10.4 average                         ...
Contests: How to Succeed
Contests: How to Succeed
Contests: How to Succeed
Contests: Results	                      Campaign Stats	            980% ROI based on ticket sales on their                ...
Product Reviews: Intuit
Product Reviews: Intuit
Product Reviews: Results	                “These videos are awesome.                They’re authentic and hit on           ...
Editorial: Levi’s
Editorial: Levi’s	                 “We empowered fans to connect                 with the Levi’s® brand to share          ...
Agenda	             Context	                 •	            Examples	                 •	       Bud Light Case Study	       ...
Who We Are?	 Based in St. Louis, Anheuser-Busch is the leadingAmerican brewer, holding nearly 25% of the globalmarket and ...
The Bud Light Hotel	          “BEST UGC campaign that Bud Light                has ever run!” – ABInBev
The Campaign	           OBJECTIVE	           Open casting call to find the official            Bud Light Hotel correspondent...
Video #1: Julie Boyle
Video #2: Sean Boardman
Video #3: Dwight Coulter
The Winner
The Results	                      480,000 engagements 	                               •	                         92,000 Sh...
Customer Sharing	      The 1st interaction with your brand        will be through a trusted source.	           Sebastian R...
Peer Influences at Work	                               Super Influencers	•  2,300+ shares	•  Received local    news coverage...
Bud Light Wrap-Up	 AB	  InBev	  Employee	  Ideas	  Campaign	  
Agenda	             Context	                 •	            Examples	                 •	       Bud Light Case Study	       ...
Takeaways	•  Authenticity is paramount	•  Location, location, location	•  Never underestimate peer influence	•  Incentivize...
Agenda	             Context	                 •	            Examples	                 •	       Bud Light Case Study	       ...
Display Ad Challenges	•  Declining CTR: Consumers are uninspired to click    on an ad.	•  Poor Engagement: Ads don’t motiv...
How It Happens	                                       Ad Placement:	1	                           2	                       ...
Thank You
SXSW Presentation: Your Customers on Video Are Your Greatest Asset
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SXSW Presentation: Your Customers on Video Are Your Greatest Asset

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A presentation by VideoGenie and Bud Light at SXSW on 3/10/2012. It focuses on how word-of-mouth marketing can be amplified by using a brand's customers on video to produce authentic, shareable, and credible brand assets.

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SXSW Presentation: Your Customers on Video Are Your Greatest Asset

  1. Welcome Your Customers on Video are Your Biggest Asset Twitter: #WOMvideo
  2. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
  3. Marketing throughout time One Message from One Company to Many Previously brands & agencies used standalone solutions.  
  4. People throughout time Peer to Peer Customers now market on your behalf through the synergy of social media sites.  
  5. Consumer Influence To what extent do people trust… 80%   70%   60%   50%   40%   30%   20%   10%   0%   Friend/Family   Consumer   Expert  Ra=ngs/ Print   Print  Magazines   Brand  sites   Newspaper  Ads   Magazine  Ads   Brand   SEM   Banner  Ads   Recommend   Ra=ngs/Reviews   Reviews   Newspapers   Sponsorship   Consumer influence is 2x more Traditional Advertising effective than traditional advertising. Source:  North  American  Technographics®  Interac=ve  Marke=ng  Online  Benchmark  Recontact  Survey,  Q2  2010  (US)  Forrester  Research  
  6. A Monumental Shift Technology has Changed Peer to peer marketing can be on a monumental scale.  
  7. The Main Question
  8. The Main Question
  9. Who Are We? VideoGenie allows brands to leverage word-of-mouth marketing in its most impactful form, video. • Our streamlined platform and services make marketing initiatives more genuine and social.
  10. Our Goal Your customers talk about you, in their own words and share their thoughts with others. Contests Testimonials Reviews Editorial
  11. Testimonials: ShoeDazzle
  12. Testimonials: ShoeDazzle
  13. Testimonials: ShoeDazzle
  14. Testimonials Results Per Month: 10.4 average videos viewed • 3:10 average viewing time • 85,000 engagements • 1,000 Conversions • “Authentic customer engagement through video.”
  15. Contests: How to Succeed
  16. Contests: How to Succeed
  17. Contests: How to Succeed
  18. Contests: Results Campaign Stats 980% ROI based on ticket sales on their investment with VideoGenie. • 92 friends visit per recorder. • 20% increase in Facebook fans. • 40% of all traffic came from referrals • 12x more views than YouTube
  19. Product Reviews: Intuit
  20. Product Reviews: Intuit
  21. Product Reviews: Results “These videos are awesome. They’re authentic and hit on all our key points in our customers’ own words.” — Scott Cook, Intuit Founder • 55% engagement rate • 30% conversion rate • 8.4 avg. videos viewed • 3:28 avg. engagement time
  22. Editorial: Levi’s
  23. Editorial: Levi’s “We empowered fans to connect with the Levi’s® brand to share their stories of inspiration in an authentic voice. None of this would have been possible without the VideoGenie platform.” — Gareth Hornberger, Global Digital Marketing Mgr. at Levi’s • 88% of contributor post-to-wall rate • 4% friends’ recording rate • 98,000 new Facebook fans
  24. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
  25. Who We Are? Based in St. Louis, Anheuser-Busch is the leadingAmerican brewer, holding nearly 25% of the globalmarket and 50% of the North American market of beer sales to retailers.
  26. The Bud Light Hotel “BEST UGC campaign that Bud Light has ever run!” – ABInBev
  27. The Campaign OBJECTIVE Open casting call to find the official Bud Light Hotel correspondent and engage the Bud Light Facebook fan base. STRATEGY Utilize customer-generated video in the form of a contest to : •  Build WOM brand awareness •  Increase social sharing •  Showcase passionate fans •  Drive website and Facebook traffic •  Generate a surplus of curated video assets
  28. Video #1: Julie Boyle
  29. Video #2: Sean Boardman
  30. Video #3: Dwight Coulter
  31. The Winner
  32. The Results 480,000 engagements • 92,000 Shares • 70% organic traffic • 2 minutes on average viewing time • 25 Super Influencers (1k shares) • 180,000 new fans (8% increase)
  33. Customer Sharing The 1st interaction with your brand will be through a trusted source. Sebastian Rusk SUPER BOWL OR BUST! We’re on the final stretch, and I need all the help I can get! Sebastian Rusk – Bud Light Hotel watch.videogenie.com MelanieSnare Melanie Snare Please RT. Help send former @Atlanta_Falcons Cheerleader to #SuperBowl for #BudLight. Like @melanieSnare’s video at bit.ly/rSOPMa 12 hours ago•  Brand recall 7% higher when video is recommended •  Enjoyment 14% higher when video is recommended •  Likelihood to purchase 97% higher when video is enjoyed — source Unruly Media Study
  34. Peer Influences at Work Super Influencers •  2,300+ shares •  Received local news coverage Power Influencers •  1,000+ shares •  Multiple friend and organization retweets.
  35. Bud Light Wrap-Up AB  InBev  Employee  Ideas  Campaign  
  36. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
  37. Takeaways •  Authenticity is paramount •  Location, location, location •  Never underestimate peer influence •  Incentivize and gamification •  Measure
  38. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
  39. Display Ad Challenges •  Declining CTR: Consumers are uninspired to click on an ad. •  Poor Engagement: Ads don’t motivate interaction. •  People Don’t Share: No incentive for consumers. •  Low Recall: What is the last ad you saw today?
  40. How It Happens Ad Placement: 1   2   3   Watch a Video Ad Be inspired to Record Share Your Video Your Own Video Because You Care
  41. Thank You

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