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Viral Marketing: How to Generate and Measure Leads

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Can B2B videos go viral too? This case study shows they can. The B2B viral video campaign NetQoS ran earlier in 2007 is a case study in how to package relevant and compelling content and get the word out to the right audience using Social Media.Pam O'Neal (www.buzzstream.com/blog) presented this case study at the Marketing Sherpa B2B Summit in 2007.

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Viral Marketing: How to Generate and Measure Leads

  1. Viral Videos: How to Generate & Measure New Leads Pam O'Neal Mickelson , Senior Director of Marketing Communications NetQoS Inc. Monday, October 29, 2007
  2. Anatomy of a B2B Viral Campaign <ul><li>Goals: </li></ul><ul><ul><li>Brand awareness/perception </li></ul></ul><ul><ul><ul><li>Network engineers in Global 4000 </li></ul></ul></ul><ul><ul><ul><li>Build visibility in Network Operations Center </li></ul></ul></ul><ul><ul><li>Demand generation </li></ul></ul><ul><ul><ul><li>Test “low cost” new media vs. traditional </li></ul></ul></ul><ul><ul><ul><li>Reach marketing-averse audience </li></ul></ul></ul><ul><li>Objectives:  </li></ul><ul><ul><li>Go viral in 2007 </li></ul></ul><ul><ul><li>Break into Blogosphere </li></ul></ul><ul><ul><li>Web Traffic - 10%+ increase </li></ul></ul><ul><ul><li>500+ viral leads </li></ul></ul>© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  3. The NetQoS ® Hot Zone <ul><li>Titles: </li></ul><ul><ul><li>Network engineers </li></ul></ul><ul><ul><li>NOC staff </li></ul></ul><ul><li>Demographics: </li></ul><ul><ul><li>Male </li></ul></ul><ul><ul><li>Between 25-45 </li></ul></ul><ul><li>Behavior: </li></ul><ul><ul><li>80% worldwide read blogs 1 </li></ul></ul><ul><ul><li>Active online – gaming/Slashdot/ </li></ul></ul><ul><li>Psychographics : </li></ul><ul><ul><li>Cynical </li></ul></ul><ul><ul><li>Smart </li></ul></ul><ul><ul><li>Do not like to be “marketed to” </li></ul></ul><ul><li>1 Source: KnowledgeStorm and Universal McCann 2 Source: Marketing Sherpa 2007 Survey of IT Buyers </li></ul>© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  4. Strategy and Tactics <ul><li>Strategy: Viral campaign </li></ul><ul><li>Tactics: </li></ul><ul><ul><li>Netcosm – Real world network performance data </li></ul></ul><ul><ul><ul><li>Relevant and fun </li></ul></ul></ul><ul><ul><ul><li>Subtle branding </li></ul></ul></ul><ul><ul><li>SEO/SEM </li></ul></ul><ul><ul><li>Seeding </li></ul></ul><ul><ul><li>Conversion strategy </li></ul></ul><ul><ul><li>Sales follow-up </li></ul></ul><ul><li>Timeframe: 30 days </li></ul><ul><li>Budget: $10,000 </li></ul>© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  5. Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  6. Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Offer
  7. Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  8. NetQoS Viral Launch Timeline © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  9. Tracking the Results © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. <ul><li>Google Analytics/Google Alerts </li></ul><ul><li>Salesforce.com Dashboard </li></ul><ul><li>Eloqua Clickstream analysis </li></ul>BLOG NETCOSM PRODUCT EVAL REQ
  10. Results of Netcosm Campaign © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. <ul><ul><li>Brand Exposure </li></ul></ul><ul><ul><ul><li>66,000+ YouTube views/12 Honors </li></ul></ul></ul><ul><ul><ul><li>70+ blogs - TechCrunch.com, Wired.com </li></ul></ul></ul><ul><ul><ul><li>Front page of Digg, Reddit, Fark , etc. </li></ul></ul></ul><ul><ul><ul><li>Search Networking/Network World </li></ul></ul></ul><ul><ul><li>Blog Readership </li></ul></ul><ul><ul><ul><li>10,400 unique visitors in April </li></ul></ul></ul><ul><ul><ul><li>Geeks are Sexy editorial staff </li></ul></ul></ul><ul><ul><li>Web Traffic - + 43% </li></ul></ul>
  11. Weighted Market Exposure © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 41% Increase
  12. Netcosm Traffic Conversion © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  13. New Leads: New Media vs. Retro © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. <ul><li>NetQoS Pipeline: 143:72:8:2:1 (50% qualified) </li></ul><ul><li>Viral Pipeline: 1976:398:18:11:? (20% qualified) </li></ul><ul><li>Total Cost: $6500 </li></ul><ul><li>Projected ROI: 6330% </li></ul><ul><li>Cost per qualified lead: $16 </li></ul>
  14. Lesson Learned <ul><li>No need for a large budget </li></ul><ul><li>Not a matter of luck </li></ul><ul><ul><li>Be relevant </li></ul></ul><ul><ul><li>Don’t take yourself too seriously </li></ul></ul><ul><ul><li>Map each step </li></ul></ul><ul><ul><li>Leverage social media </li></ul></ul><ul><li>Effective for B2B </li></ul><ul><ul><li>Design with a conversion strategy in mind </li></ul></ul><ul><ul><li>Anticipate entry points – embed tracking </li></ul></ul><ul><ul><li>It’s not over when it’s over </li></ul></ul>© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
  15. Credits/Thank You <ul><li>NetQoS Marketing Team </li></ul><ul><li>Dr. Mike Johns </li></ul><ul><li>PorterNovelli – PR/Blogger Relations – www.pn.com </li></ul><ul><li>Eloqua – Marketing Automation - www.eloqua.com </li></ul><ul><li>Contact: </li></ul><ul><li>Pam O’Neal </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: poneal </li></ul><ul><li>512-656-8308 </li></ul><ul><li>My Blog: www.theb2blead.com </li></ul>© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

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