This presentation shows real world examples to help you understand and master the entire B2B video process from what to create, how to optimize, how to market it with search and social media and how to measure the real business impact.

1. Keys to Success with
B2B Video
Leslie Drate
Cisco
Social Media Team Lead
San Francisco| August 13–17

2. San Francisco | August 13–17, 2012 | #sessf
Trends in Video
• More people are watching video
• Each person is watching more videos
• People are using multiple devices to watch video
@lesliedrate

3. San Francisco | August 13–17, 2012 | #sessf
Video Consumption Is Up
• Video consumption is up
43% from just a year ago
• The average viewer in the
US watched ~4 videos/day in Jan. ‘12
• 84% of the US audience
watched videos
online in Jan. ‘12
@lesliedrate

4. San Francisco | August 13–17, 2012 | #sessf
Mobile Is Emerging – Fast!!
• The percentage of non-desktop video plays more than
doubled in Q4 ’11
• Viewers are more than twice as likely to complete a
video when watching on a non-desktop device
@lesliedrate

5. San Francisco | August 13–17, 2012 | #sessf
Video Is a Valuable Marketing Asset for Cisco
View 44% more pages while on Cisco.com
Are twice as likely to engage with high-value conversion
activities on Cisco.com
Are 41% more likely to return to Cisco.com
Are 5 times more likely to click-through
on a blog post with video
Are twice as likely to click-through on email
Video
viewers
@lesliedrate

6. San Francisco | August 13–17, 2012 | #sessf
Video on Cisco.com – Case Study
• There are currently ~3,000 videos on Cisco.com
• We make ~1,000 videos a year at Cisco
• Total number of global video views for those
videos is around 2 million
• Decreased video viewing on Cisco.com,
increased on YouTube
• Average completion rates hover around 30-33%,
per the industry standard
*Cisco.com, August 2011 to April 2012 @lesliedrate

7. San Francisco | August 13–17, 2012 | #sessf
IT Decision Makers Watch and Share Videos
96% of tech buyers watch
tech-related videos!
84% forward,
share or post
tech-related
videos!
@lesliedrate

8. San Francisco | August 13–17, 2012 | #sessf
Shared Videos Sell More Product
• When someone watches a recommended video, their
brand recall goes up 7% and enjoyment goes up 14%
• Purchase intent goes up - video enjoyment increased
purchase intent (for consumer products) by 97 percent
and brand association by 139 percent
10X more videos
are shared on Facebook
vs. Twitter
@lesliedrate
*Unruly video study, January, 2012

9. San Francisco | August 13–17, 2012 | #sessf
Tech-related Video Downloads Are Not Limited to the Work Day
S M T W Th F S
92% watch or download tech-related videos during the work week
50% on the 27% before 53% during 61% after 50% on the
weekends normal business normal business normal business weekends
hours hours hours
@lesliedrate
*IDG 2012 study with 6,622 B2B IT decision makers

10. San Francisco | August 13–17, 2012 | #sessf
Video Types/Stage of Sales Process
Types of Video Productions Definition of Video Type Sales Stage
1. Advertisement High production value Awareness
2. Thought Leadership Talking head or interview Awareness
3. Business Challenges Industry trends Consideration
4. Case Study Customer or Cisco product stories Consideration
5. Demo Product/Solution deep dive Design
6. Technology Solution Multiple product solution Design
7. Video Data Sheet Product specifications Design
8. Training Course curriculum, How-to Post-sale
9. Event Presentation Event All
10. Program Series Program series All
11. Other On location event recording All
@lesliedrate

11. San Francisco | August 13–17, 2012 | #sessf
High Cost = More Clicks
• There’s no relationship between the cost of a video and the number
of views or completion rates
• A video datasheet can easily receive more clicks than a high-end,
agency-produced video over time
• There are visitors who browse and visitors who are fact finding
• Browsers are more likely to look at video overviews
• Fact finders want to drill down, so they will look at datasheets
@lesliedrate

12. San Francisco | August 13–17, 2012 | #sessf
Clickable Calls to Action on YouTube Paid
• Paid - Call to Action Overlays –
– Can ONLY appear at the bottom half of
a video player
– Character limits:
• Headline – 25
• Description line 1 – 35
• Description line 2 – 35 Non-paid
• Unpaid - Annotation
– One style of font, a few different sizes,
and multiple color backgrounds
– No character limit
– Can be placed anywhere
– Can link OFF of YouTube if you have a
YouTube Partner account
@lesliedrate

13. San Francisco | August 13–17, 2012 | #sessf
Length of Video Is Key
TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the
sample, which spans video sites and platforms
@lesliedrate

14. San Francisco | August 13–17, 2012 | #sessf
Invest Once – Use Many Times
• All videos are posted to
Cisco.com (preferably in more
than one place) and YouTube
• Remember to link to videos
from other pages and sites
• Video is also a big asset for
our blog posts, Facebook, and
other social media
@lesliedrate

15. San Francisco | August 13–17, 2012 | #sessf
Top 7 Tips for B2B Video
1. Site visitors who view video are more valuable to your
sales efforts
2. Invest once and post your videos in many places
3. Make it easy for your customers to share videos –
especially on Facebook
4. Keep your video content flowing – even on weekends
5. Use different types of videos at different stages of the
sales process
6. There’s no relationship between the cost of the video
and the number of views
7. Contain the length of your video
1. 90 seconds on YouTube
2. 2 or 3 minutes on your site
@lesliedrate