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.
- 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
- 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
- 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
- 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
- 25. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
- 26. Who We Are? Based in St. Louis, Anheuser-Busch is the leading American brewer, holding nearly 25% of the global market and 50% of the North American market of beer sales to retailers.
- 27. The Bud Light Hotel “BEST UGC campaign that Bud Light has ever run!” – ABInBev
- 28. 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
- 29. Video #1: Julie Boyle
- 30. Video #2: Sean Boardman
- 31. Video #3: Dwight Coulter
- 32. The Winner
- 33. 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)
- 34. 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
- 35. Peer Influences at Work Super Influencers • 2,300+ shares • Received local news coverage Power Influencers • 1,000+ shares • Multiple friend and organization retweets.
- 36. Bud Light Wrap-Up AB InBev Employee Ideas Campaign
- 37. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
- 38. Takeaways • Authenticity is paramount • Location, location, location • Never underestimate peer influence • Incentivize and gamification • Measure
- 39. Agenda Context • Examples • Bud Light Case Study • Takeaways • Looking Ahead: Social Ad Unit Demo
- 40. 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?
- 41. 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
- 42. Thank You