What constitutes success in the world of B2B video? Is it view count? Comments? Embeds? SEO results? How do we measure engagement? This deck examines successful examples of video usage in the B2B environment, and compares B2B video with B2C. This deck was originally presented at The Conference Board, NYC, October 16, 2009. For more detail please contact http://cobrandit.com

1. Viral Video Makes Me Sick:
Successfully Using Video In Business Communications
Owen Mack, Chief of Strategy & Development
coBRANDiT
coBRANDiT specializes in social media video production, distribution and consulting
services for brand marketers, agencies, and organizations of all sizes.
The presentation structure is loose, with overlapping topics. Ask questions!

2. Viral Video Makes Me Sick:
Successfully Using Video In Business Communications
1) Why Video? The Value of Video
2) Developing Content That Supports a Goal
3) Outreach & Promotion
4) Resources Needed: Internal & External
Throughout: B2C and B2B Comparisons

3. 1) The Value of Video
Why video? What are the ideal ways to use video? How do we measure success?
http://www.youtube.com/watch?v=ae_DKNwK_ms
http://www.youtube.com/watch?v=lkwh4ZaxHIA
http://www.youtube.com/user/ciscovid
http://www.youtube.com/watch?v=AJfnjrn5YWo

4. 1) The Value of Video
How do we measure success?
The standard social media KPI's:
Views, Comments, Ratings, Response Videos,
Subscriptions, Click-thru's to other url's.
All very measurable. (But appropriate for B2B?)
What other measures are there?

5. 1) The Value of Video
SEO: My promo video drove these results in 48 hours, with a TOTAL of 9 views across 7 video sites.
http://www.youtube.com/watch?v=AJfnjrn5YWo

6. 1) The Value of Video
How do we measure success: Engagement
B2C automotive: Streetfire viewers are more connected to the content. You could say a Streetfire view is
about twice as valuable as a YouTube view.
Lesson: An engaged low view count is more valuable than an un-engaged high viewcount.
Equally true for B2B!
Don’t get too hung up on view counts. Unless that’s your goal...

7. 1) The Value of Video
How do we measure success: A video doesn't need to be viral to be successful.
Goal: Demonstrate features of a new Viximo release for use by media.
Result: Video embedded in TechCrunch article: 14,000 views
http://www.youtube.com/watch?v=FR1zC8JeaRY
(50% of YouTube vids get fewer than 500 views. Anything over 10k puts
you in the top 5%)
Goal: Drive traffic to sales site and increase conversions. Bring attention to
and drive discovery of new and innovative products.
http://dailygrommet.com
Result: Daily sales videos drive Daily Grommet customers to purchase at
twice the frequency of Amazon.com customers. Specific product videos
have: Attracted new investors, gotten product into celebrity grab bags
at the Oscars, resulted in placement on QVC, led to media write-ups.
Daily Grommet videos: 2,600 average views
Goal: Get a meeting with Narragansett Beer executives
http://cobrandit.blip.tv/file/88211/
Result: Funny video seen by brewery President leading to
a phone call and new business for coBRANDiT: 8 views

8. 1) The Value of Video
A video doesn't need to be viral to be successful. But sometimes you do luck out.
note: TrackShark/AP vid with 3mm views
Prepare to be lucky!
Chasing Bolt was a 4 week video series following PUMA sprinter Usain Bolt before and during the
Beijing Olympics. One piece featured Bolt predicting in advance his record-breaking time in the 100m.
All video placements contained links to puma.com, driving PUMA’s highest ever number of daily
uniques on August 20, 2008. http://www.youtube.com/watch?v=699Pd010m3Q

9. 1) The Value of Video
Another consideration:
Use video/social media to trigger offline WOM.
Research indicates that most WOM occurs offline, and
that advertising increases WOM.
Give your fans & potential clients something to talk about!
The anecdotals support this but it’s tough to measure.

10. 2) Developing Content That Supports a Goal
Success = Achieving Your Goal.
What is the goal?
Who is the audience? Are they engaged?
What do you want them to do?
B2C and B2B: Include a call to action.
Goal could be SEO results, or measurable conversions.

11. 2) Developing Content That Supports a Goal
Is this viral video successful? (It might have been if they’d reacted to all the traffic)
Was the goal to send 3.5mm viewers to an out of date German website requiring obscure plugins?
http://www.youtube.com/watch?v=lkwh4ZaxHIA

12. 2) Developing Content That Supports a Goal
B2B LEAD NURTURING http://www.youtube.com/user/salesforce
"The process of building relationships and trust with qualified prospects regardless of their timing to buy."
Create content suitable for each mktg/sales touchpoint: SEO, the "content drip" and for use as a "trigger."

13. 2) Developing Content That Supports a Goal
Create content for each stage of the buying process: early awareness, consideration,
late stage evaluation. http://www.youtube.com/user/ciscovid
Calculating ROI: easier if the vids are part of a defined mktg/sales program where individual vids are recognized as
part of a conversions process...moving thru the funnel from prospect to sales-ready.

14. 2) Developing Content That Supports a Goal http://www.nbc.com/heroes/
B2C Engagement Tiers: Ad-type "hooks", behind-the-scenes, detailed content for hardcore fans.

15. 2) Developing Content That Supports a Goal
Connect with your B2C audience: Working with fans to develop content
http://www.youtube.com/watch?v=x_E0yTwW0dA
Note: Timeline points with
comments and blogger url’s.
(Viddler.com)
http://www.pumamotorsport.com/ Sharable!
http://www.cobrandit.com/blog/2008/10/case_study_weber_shandwick_and.html

16. 2) Developing Content That Supports a Goal http://www.youtube.com/user/GoWithVisa
Connect with your B2B audience: Working with clients/partners to develop content
Promotion is baked in.

17. http://www.youtube.com/user/dynamicinfrastructur

18. 2) Developing Content That Supports a Goal
Other ways to get people involved:
User-generated video contests, and editing contests...
Or partner with a top producer (Fred, Lisa Nova, or
someone in your category) to create response vids...
Promotion is baked in.

19. 3) Outreach & Promotion
Work the site's ecosystem: YouTube (for example, others are similar)
Channel Pages / Individual Video Pages each have their own points of contact.

20. 3) Outreach & Promotion
Identification of Audience
Stats & Data & Insights help us get smarter: Figure out discovery, how your vids get "surfaced”.
Want to build an audience? A series gives you a lot more to work with.

21. 3) Outreach & Promotion
Annotations
Annotations can tie together a video series, pop users out to a playlist, or request comments or response vids.
Helpful when your video is embedded somewhere away from your YouTube Channel.
http://www.youtube.com/watch?v=AJfnjrn5YWo

22. 3) Outreach & Promotion
Facebook Methodologies: Posting vids to the Wall / Native player vs. YouTube link / Custom tabs, Widgets &
Players / Landing Tabs / Targetable Updates

23. 3) Outreach & Promotion
Guaranteed widget installs: available through companies like Gigya and Clearspring

24. 3) Outreach & Promotion
Facebook ads, YouTube promoted vids: typically on a CPM or CPC basis.
Promotions can be videos themselves, or can drive traffic to a page that includes the video and other offers/info.
Have a single video? Jeben at YouTube says “Buy some search around it”.

25. 3) Outreach & Promotion
Paid embeds in websites & blogs: Typically between 5 and 25 cents per view.
The opportunity for these deals abound. Some disclose sponsorship, some don’t...

26. 3) Outreach & Promotion
White hat/black hat and the slippery slope:
Anatomy of a video spam blog & other fake activities designed to get “real” traffic.
First, embed the vid on a spam blog,
auto hit it with a ‘bot or network
http://www.youtube.com/watch?v=QDjK6jN6pFo

27. Then game Stumbleupon and
create fake YouTube comments with
a network of profiles. Throw in a
bunch of bogus video responses
and likes for good measure.
Stated goal: Use these fake
techniques to bump the video up the
“most viewed” lists, thereby driving
“real views”
How valuable is that big view count
now? Hmmm. Result?
LG gets played by their agency.

28. 4) Resources Needed: Internal & External
The Big Questions:
Who is authorized to speak? Agency? PR? Sales?
Voice: What’s the right tone?
Consider video channel management and how it’s
related to your other social media efforts.
Develop community management skills
(and a little bit of tech savvy).

29. 4) Resources Needed: Internal & External
Basics: Compression
Quicktime H.264 is great right out of the box. All you have to do is change the Compressor Quality to
Medium. See also http://www.squidoo.com/youtuberight as a starting point.

30. 4) Resources Needed: Internal & External
Basics: Metadata
Title / Description / Tags index in that order. Write a long title! And drop a link in the description.

31. 4) Resources Needed: Internal & External
Basics: Tools
Uploading to multiple sites: Tubemogul.com is helpful.

32. 4) Resources Needed: Internal & External
Pro content, Distributed video and Flip-type cameras.

33. Your questions please!
Owen Mack
owen@cobrandit.com
facebook.com/owenmack
twitter: @cobrandit
617-823-9286 direct
video production, distribution and consulting services