BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice and answer your questions. To learn more about BlogWell, visit the event site here: http://gaspedal.com/blogwell/ For $200, attendees spend the afternoon hearing case studies from companies like: * Walmart * The Home Depot * Allstate * H&R Block * Mayo Clinic * Sharpie * Procter & Gamble * UPS * Cisco * Kaiser Permanente * US Coast Guard * Graco * Intel Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. In his BlogWell San Jose presentation, "Why Vlogging is Better than Blogging," John shares how Cisco is using video blogging (vlogging) as a transparent and authentic way to communicate with a myriad of audiences.

1. October 28, 2008
www.gaspedal.com/blogwell
www.blogcouncil.org
© 2008 GasPedal LLC. You may share this presentation if it is not altered in any way.

2. BlogWell:
“Why Vlogging is Better than Blogging”
John Earnhardt
Media Relations
Corporate Communications
October 28, 2008

3. Why Vlogging is Better than Blogging
(for corporations imho)
corporations…imho)
 Authentic
– The executive on video…is actually the executive
 Transparent
– Video allows customers/employees/investors to interact with a
real person’s voice and image…written word is great, but,
(ahem) not all execs write their own stuff.
stuff
 Sitting in your living room/office/cube, etc.
 Tone
– JetBlue, Southwest

4. Social Media is a conversation.
Web 2.0 is how that conversation takes place.
p
Video is the medium of the future.
 Build Web based video content that appeals to your
Web-based
audience.
 Understand the technology and the resources needed
to launch a video program.
 Measure the impact of video.
 Leverage YouTube and other social media sites with
your video and other’s video.
 Devise the tactics to get your video off the ground and
ff
running.

5. Integrating Video into our Communications:
WebEx Acquisition

6. How to Get Started with Video
in four easy steps
 1 Have a computer with Internet
1. H t ith I t t
 2. Have a video camera
– (preferably with external mic)
 3 Set up YouTube account (or Yahoo or
3.
Brightcove or…)
 4. Do it.

7. ROI of Video
 Cost = from 1K to 7K per video set-up.
 We have two PR cams at cost of 5K
 To date we ve produced 185 videos
date, we’ve
 Cost per video = ~$30.00 and falling
 Views per video = ~700
 Cost per view = ~.04c
04c
And,
And like a press release sometimes if you reach
release,
that ONE reporter, analyst, customer or target,
you’ve succeeded.

8. Video Communications@Cisco
@
Web video
Video data sheets
Video blog

9. Evolving the Press Release with Web 2.0:
Social Media Release Success

10. Try New Stuff
y

11. What’s Next? Video + Mobility
y

12. And, Don’t Forget to Vote on November 4th!
, g

14. New Media Content Growth
300
News
250 Releases
Features
200
Video
150
Podcasts
100
Total Blogs
50
Video Blogs
0
Q1 FY08 Q2 FY08 Q3 FY08 Q4 FY08