DuPont created science-focused viral videos to promote its brand on blogs and video networks like YouTube. The videos generated over 50,000 views and strengthened DuPont's image as a science-driven company. DuPont learned that high-quality branded content can generate word-of-mouth promotion online when distributed transparently through blogs and shared platforms. The campaign's success validated social media and user-generated content as effective marketing channels for business-to-business companies.
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BDI 9/16 B2B Social Communications Case Studies - DuPont
1. B2B Social Communications Case Studies and Roundtables Business Development Institute DuPont Goes Social with Viral Video Gary Spangler, Corporate eMarketing September 16, 2009
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4. Trend is Social “ Digital marketing and new media marketing dominates demand generation and advertising spend allocation priorities for the coming year.” CMO Council, March 2009 Seventy six percent (76%) of businesses surveyed agree that Social Media is changing the way companies communicate. Marketing Sherpa, December 2008
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6. DuPont Science Stories Tell compelling stories about DuPont science with video Pilot as proof-of-concept Run on eight blogs as ad unit so company voice is transparent Place videos on video distribution networks (YouTube, Google Video, Blip.tv) Collaborate with bloggers before release Unleash viral: Embedding code and send-to-friend on stories.dupont.com Adhere to Word of Mouth Marketing Association (WOMMA) Code of Ethics, womma.org/ethics Measure sentiment
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9. Customized Video Player to Enable WOM Start of video featured "freeze screen" that encouraged users to initiate video play Other Options Accessible via Player Menu Email to a Friend Access Direct Link to Player Add to Blogger or Typepad Blog Access Embed Code to Post Player
10. Finding the Videos Q:If someone told you about these videos, how would you go about finding them online?
11. Liking the Videos Q: How did you feel about the video stories you watched?
12. Word of Mouth Potential Q: If you came across these videos online, how likely would you be to do the following:
13. Brand Attributes: Among Younger Participants, Increase Notable for 2 Points Percent rating 8, 9 or 10 on 10-point scale Listed below are several attributes that have been used to describe science-based companies. We’d like you to indicate how well you think each of these attributes describes the firm listed. 10-point scale BASE = 258