Tim Washer, Social Media Manager, Cisco Systems www.bdionline.com

1. Humanizing B2B Brands
with Social Video
@timwasher
twasher@cisco.com

2. If Consumer Brands Can Use
Humor, Why Can’t B2B?
http://vimeo.com/6749232

3. “73% of all people who read
B2B blogs are people”
@timwasher

4. Customer Visit meets the Travel Channel
http://youtu.be/IqZye-4y_P0

6. Travelogue Video Approach
• Video opens with her passion – food. Creates an
authentic conversation
• Focuses on the customers’ needs instead of her
company/product.
• Conversational in tone instead of jargon (e.g.
“collaboration,” “innovation”)
• Includes interesting visuals, simple iPhone video

7. Story trumps Messaging
http://bit.ly/uaNSOZ
© 2010 Cisco and/or its affiliates. All rights reserved.
http://bit.ly/vbGp3f Cisco Confidential 7

8. Why Use Humor?
• Evokes positive emotion
• Cuts through the noise
• Humanizes the brand
• It’s a gift to your audience

9. Seeking Approval
• Begin with marketing strategy
 Map planned videos to the marketing plan
 Set expectations
 Portfolio approach
• Build trust with decision makers.
• Share B2B video success cases
• Comedy by committee won’t work
• Test first with live internal audience, then on
the intranet before publishing on YouTube

10. Humor Examples

11. http://bit.ly/wX7Vo

13. The Offering: Videoscape

14. The concept: TV Support Group
•
http://youtu.be/fMsY9O9iLqk

16. http://bit.ly/9LkgYj
http://bit.ly/9LkgYj