SXSW Presentation: Your Customers on Video Are Your Greatest Asset
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Transcript of SXSW Presentation: Your Customers on Video Are Your Greatest Asset
Your Customers on Video are Your Biggest Asset
Welcome
Twitter : #WOMvideo
Agenda
Context •
Examples •
Bud Light Case Study •
Takeaways •
Looking Ahead: Social Ad Unit Demo
Marketing throughout time
One Message from One Company to Many
Previously brands & agencies used standalone solutions.
People throughout time
Peer to Peer
Customers now market on your behalf through the synergy of social media sites.
Consumer Influence
0%
10%
20%
30%
40%
50%
60%
70%
80%
Friend/Family Recommend
Consumer Ra=ngs/Reviews
Expert Ra=ngs/Reviews
Print Newspapers
Print Magazines Brand sites Newspaper Ads Magazine Ads Brand Sponsorship
SEM Banner Ads
To what extent do people trust…
Source: North American Technographics® Interac=ve Marke=ng Online Benchmark Recontact Survey, Q2 2010 (US) Forrester Research
Consumer influence is 2x more effective than traditional advertising.
Traditional Advertising
A Monumental Shift
Technology has Changed
Peer to peer marketing can be on a monumental scale.
The Main Question
The Main Question
Who Are We?
VideoGenie allows brands to leverage word-of-mouth marketing in its most impactful form, video.
•
Our streamlined platform and services make marketing initiatives more genuine and social.
Our Goal
Your customers talk about you, in their own words���and share their thoughts with others.
Contests Testimonials Reviews Editorial
Testimonials: ShoeDazzle
Testimonials: ShoeDazzle
Testimonials: ShoeDazzle
Testimonials Results
“Authentic customer engagement
through video.”
Per Month: 10.4 average ���
videos viewed •
3:10 average viewing time
• 85,000 engagements
• 1,000 Conversions
•
Contests: How to Succeed
Contests: How to Succeed
Contests: How to Succeed
Campaign Stats
980% ROI based on ticket sales on their investment with VideoGenie.
• 92 friends visit per recorder.
• 20% increase in Facebook fans.
• 40% of all traffic came from referrals
• 12x more views than YouTube
Contests: Results
Product Reviews: Intuit
Product Reviews: Intuit
Product Reviews: Results
“These videos are awesome. They’re authentic and hit on ���
all our key points in our customers’ own words.”
— Scott Cook, Intuit Founder •
55% engagement rate •
30% conversion rate •
8.4 avg. videos viewed •
3:28 avg. engagement time
Editorial: Levi’s
Editorial: Levi’s
“We empowered fans to connect with the Levi’s® brand to share their stories of inspiration in an authentic voice. None of this would have been possible without the VideoGenie platform.” — Gareth Hornberger, Global Digital Marketing Mgr. at Levi’s
• 88% of contributor ���post-to-wall rate
• 4% friends’ recording rate
• 98,000 new Facebook fans
Agenda
Context •
Examples •
Bud Light Case Study •
Takeaways •
Looking Ahead: Social Ad Unit Demo
Who We Are?
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding nearly 25% of the global market and 50% of the North American market of
beer sales to retailers.
The Bud Light Hotel
“BEST UGC campaign that Bud Light ���has ever run!” – ABInBev
The Campaign
OBJECTIVE Open casting call to find the official ���Bud Light Hotel correspondent and ���engage the Bud Light Facebook fan base.
STRATEGY Utilize customer-generated video in the ���form of a contest to : • Build WOM brand awareness • Increase social sharing • Showcase passionate fans • Drive website and Facebook traffic • Generate a surplus of curated video assets
Video #1: Julie Boyle
Video #2: Sean Boardman
Video #3: Dwight Coulter
The Winner
The Results
480,000 engagements •
92,000 Shares •
70% organic traffic •
2 minutes on average viewing time
• 25 Super Influencers (1k shares)
• 180,000 new fans (8% increase)
Customer Sharing
Sebastian Rusk SUPER BOWL OR BUST! We’re on the final stretch, and I need all the help I can get!
Sebastian Rusk – Bud Light Hotel watch.videogenie.com
MelanieSnare Melanie Snare Please RT. Help send former @Atlanta_Falcons Cheerleader to #SuperBowl for #BudLight. Like @melanieSnare’s video at bit.ly/rSOPMa
12 hours ago
The 1st interaction with your brand ���will be through a trusted source.
• Brand recall 7% higher when video is recommended • Enjoyment 14% higher when video is recommended • Likelihood to purchase 97% higher when video is enjoyed���
— source Unruly Media Study
Peer Influences at Work
Super Influencers
Power Influencers
• 1,000+ shares • Multiple friend and
organization retweets.
• 2,300+ shares • Received local ���
news coverage
Bud Light Wrap-Up
AB InBev Employee Ideas Campaign
Agenda
Context •
Examples •
Bud Light Case Study •
Takeaways •
Looking Ahead: Social Ad Unit Demo
Takeaways
• Authenticity is paramount
• Location, location, location
• Never underestimate peer influence
• Incentivize and gamification
• Measure
Agenda
Context •
Examples •
Bud Light Case Study •
Takeaways •
Looking Ahead: Social Ad Unit Demo
Display Ad Challenges
• Declining CTR: Consumers are uninspired to click ���on an ad.
• Poor Engagement: Ads don’t motivate interaction.
• People Don’t Share: No incentive for consumers.
• Low Recall: What is the last ad you saw today?
How It Happens
1 2 3
Ad Placement:
Watch a Video Ad Be inspired to Record Your Own Video
Share Your Video Because You Care
Thank You