B2B companies have been slow to adopt video and social media marketing. While many fear trying new approaches, these channels can be effective for B2B if the content is entertaining, shareable, and posted consistently. Video in particular engages audiences and has high viewership. The document provides examples of video uses for B2B companies and urges experimenting with formats like explainer videos, web series, and branded social videos to reach younger decision makers and promote products, sales, and corporate social responsibility efforts. Measurement of goals and ROI is important to justify video marketing's budget.

1. Is B2B
Really Ready
for
Video & Social
Media Marketing?

2. @DavidMurdico
David Murdico
Executive Creative Director & Managing Partner
Supercool Creative
@DavidMurdico
david@supercoolcreative.com

3. Supercool Creative is a digital agency specializing in big ideas, social media
marketing, interactive and online video production for startups and brands including
Dickies, T-Mobile, Dish, Capcom, IBM, Pizza Hut and Atari.

4. Is B2B Ready...
The short answer is “no” and
the long answer is “almost.”

5. Engagement
Entertaining, informative, engaging content
Sharing
Content that will be shared
Consistency
A steady stream of content

6. Businesses don’t sell to businesses.
Businesses don’t socialize with businesses.

7. People sell to people.
People socialize with people.

8. DIFFERENTLY
START THINKING

9. What’s wrong with a fact sheet?
NOTHING
BUT SAVE IT FOR LATER
Fact sheets won’t raise awareness

11. VIDEO AND
SOCIAL MEDIA

12. If social media is the rocket launcher
video is the rocket

13. If social media is UPS
video is the package

14. FEAR

15. What are
B2B professionals
most afraid of?
Fear of the unknown
Fear of the known
Fear of learning something new that
may require us to do more work
Fear of bombing and wasting budget
Fear of being fired

16. Experiment!

17. CONTENT
MARKETING

18. Infographics

19. Blogs

20. Memes and Cartoons

21. Pictures

22. Video
20M Views
Make a bad ass video like this and you’ll get lots of views

23. DELIVERY

24. It’s the content AND what you do
with it

25. Identify and target your audience
Create content they’ll like, learn
from and share

26. Raise awareness and encourage sharing with employees to reach influencers
and decision makers

27. Blog and publication outreach
Conversation around the video
Marketing message revealed in blog posts,
write-ups discussions, comments

28. VIDEO USES

29. Product Launches

30. Promos, Specials, Sales, Holidays
Tell a Story

31. Interactive

32. Interviews,Video Series

33. Giveaways and Campaign Glue

34. Social and environmental responsibility
For brands, businesses and organizations, being socially and
environmentally responsible can be a key way of differentiating themselves
from their competitors. Video can bring the faces of individuals and positive
actions of these companies to the forefront and help move brands closer to
new and existing fans and customers.
Video can also be used to present a call-to-action, or as a rallying cry for
public involvement in a good cause. Launching videos where fans are
encouraged to submit a response in video form allows a call-to-action to be
spread even faster and with farther reach.

35. The “One Click” Rule
Embed videos close to the “call to action,”
Order now
Download now
Join now
Subscribe now
Comment now
Share now

36. CREATIVE

37. Entertainment Value vs Message

38. Smart Comedy

39. Parody / Self Promotion

40. Unexpected

41. Integrated campaigns, TV, social,
Interactive, OOH, Multi-purposing

42. Viral Videos

43. Explainer Videos

44. Informative
Helpful

45. Web Series
“Hatefiring”

46. Everyone’s Doing It
If all your friends jumped off a bridge?

47. Video = 70%

52. The Youth Factor
Younger employees are
becoming decision makers or
are being consulted by
decision makers
They are becoming the new
gate keepers and they love
YouTube

53. Paid vs earned

54. ROI

55. ROI
Establish goals (expected
return)
Develop video and social
media strategy to reach
goals
determine budget
Compare budget to
expected return
Execute strategy

56. david@supercoolcreative.com
@DavidMurdico
www.supercoolcreative.com