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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  • Thank you to MS Pam O’Neal 20 years in high tech b2b, Today - Sr Dtr at NetQoS – network performance management products early success in the new world of blogging, social media, wikipedia, viral marketing That’s why I’m here. Show low cost, highly successful B2B viral with the use of slick production and hot celebs Tired of clever, highly produced, nothing that I can realistically use. Not going to see here. Couldn’t be less sexy or polished. What you will see is a case study you can use. metrics on how it performs vs. traditional campaigns. Lessons learned Another important thing you’ll learn is how to mitigate risk. How many of you consider yourselves risk takers? Willing to risk failure a few times before succeeding? Willing to go to top management and risk personal embarrassment? Do you have your Flip cam on you? OK, you guys are almost ready to go viral…. Viral mkt is about more than taking your message to an increasingly marketing averse audience. It’s about risk taking. fine line between success and failure. No opportunity to test your ideas. It’s difficult to convince management that it’s a good idea. No assurances that your idea will be the one that takes off. Worst of all, you never really know when it will backfire. But the great thing about walking a tight rope is that no one can pass you. So let’s get started…
  • 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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