Brand Channel Summary

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Information about Brand Channel Summary
Business & Mgmt

Published on February 26, 2009

Author: zenaweist

Source: slideshare.net

EMBARQ YouTube Channel Review – KC/IABC Business Communicator Summit February 12, 2009 Zena Weist, EMBARQ Brand Team @zenaweist – [email_address]

Embarq – Backstory for ’08 Objectives Fortune 500 Operate in 18 states Competition: Cable and Cord Cutters

Fortune 500

Operate in 18 states

Competition: Cable and Cord Cutters

’08 Online Brand Marketing Objectives Build brand awareness Create a presence in an online community where customers & prospects are already engaged Go where our target is Promote customer and prospect engagement and interactivity Expand positive sentiment built through online customer outreach

Build brand awareness

Create a presence in an online community where customers & prospects are already engaged

Go where our target is

Promote customer and prospect engagement and interactivity

Expand positive sentiment built through online customer outreach

4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook 65M unique visitors/month 420 hrs of content uploaded/hr 1:4 Fortune 500s 1:4 Searches

4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook

65M unique visitors/month

420 hrs of content uploaded/hr

1:4 Fortune 500s

1:4 Searches

Customers Seek Product Information on YouTube 2008 YouTube Engagement Study Base: Tech-Decision-Makers Who Visited YouTube in Past 6 Months and Have Viewed, Uploaded or Shared Tech-Related Videos Q: Which types of technology or electronics-related videos have you viewed, uploaded or shared? Type of Technology Videos Watched

Type of Technology Videos Watched

Technology Videos on YouTube Prompt Action 67% Have taken action as result of seeing technology or electronics-related content on YouTube . 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 47% Gathered more information about a product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 27% Thought more favorably toward a product, brand or service 34% Considered buying a technology product or service

Take the time to test, validate gut

Content Strategy Short-term: Contest HSI focus Long-term: How-to Videos Top 10 Customer Service issues Online Outreach Call Centers

Short-term: Contest

HSI focus

Long-term: How-to Videos

Top 10 Customer Service issues

Online Outreach

Call Centers

Objectives Synched w/ Brand Promise Channel Objectives Build brand awareness through engagement Increase EMBARQ core services awareness Leverage and support other EQ online initiatives Contest Objectives Drive traffic to the channel Engage customers and prospects with the brand Build EQ HSI awareness and preference Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with

Channel Objectives

Build brand awareness through engagement

Increase EMBARQ core services awareness

Leverage and support other EQ online initiatives

Contest Objectives

Drive traffic to the channel

Engage customers and prospects with the brand

Build EQ HSI awareness and preference

Brand promise tie Channel Objectives Build brand awareness through engagement Increase EMBARQ core services awareness Leverage and support other EQ online initiatives Contest Objectives Drive traffic to the channel Engage customers and prospects with the brand Build EQ HSI awareness and preference Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with “ This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.”

Channel Objectives

Build brand awareness through engagement

Increase EMBARQ core services awareness

Leverage and support other EQ online initiatives

Contest Objectives

Drive traffic to the channel

Engage customers and prospects with the brand

Build EQ HSI awareness and preference

Getting the word out Integrated online media campaign/communication plan to meet all marketing objectives Interact & Engage: Channel & Display Drive Traffic: Search & Display Social Media Outreach: Online socmed press release Blogger outreach (Industry & Video-enthusiasts) Twitter

Integrated online media campaign/communication plan to meet all marketing objectives

Interact & Engage: Channel & Display

Drive Traffic: Search & Display

Social Media Outreach:

Online socmed press release

Blogger outreach (Industry & Video-enthusiasts)

Twitter

What can you do in 48 seconds????? www.youtube.com/embarq

Generating BUZZ

Positive sentiment Comments Cloud

Compared to similar online initiatives, we kicked it! Percentile Ranking of Delta (  ) AdIndex Score: Normative Benchmarking of Brand Metric Deltas* ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) Avg Delta 4.1 4.5 3.1 2.3 0.6 0.6 Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Sign-Up/Switch Intent^ Recommend Intent^ Message Association

ROI Metrics meet… Channel Stats Views: >400,000 Subscribers: 648 Comments: 142 Contest Stats Finalist Video Views: 397,399 Contest Videos Submitted: 281 Contest Videos Approved: 148 Votes: 15,500 How-to Videos Views: >90,960 Orders: 1802 PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements

Channel Stats

Views: >400,000

Subscribers: 648

Comments: 142

Contest Stats

Finalist Video Views: 397,399

Contest Videos Submitted: 281

Contest Videos Approved: 148

Votes: 15,500

How-to Videos

Views: >90,960

ROI 2.0 - Match Metrics to Engagement Contest: 4200 hours spent with Embarq brand 201 Videos tagged “Embarq” 81 Inbound blog links More video contest submissions than Kmart national campaign (w/ a higher media spend) ~660 subscribers (this is above par w/ contest spends our size) ~70,000 views of EQ-related user generated content ‘ Finalist compilation reel’ received 326,000+ views and rated 1,456 times

Contest: 4200 hours spent with Embarq brand

201 Videos tagged “Embarq”

81 Inbound blog links

More video contest submissions than Kmart national campaign (w/ a higher media spend)

~660 subscribers (this is above par w/ contest spends our size)

~70,000 views of EQ-related user generated content

‘ Finalist compilation reel’ received 326,000+ views and rated 1,456 times

What’s helping us…

Roll with it

The Team that championed the Channel Kevin Cobb: @i_am_me (Interactive Brand Manager, YT admin, socmed fiend) Jerry Green: @stickmantoo (Group Manager, He who holds the purse strings, Understands our target is media agnostic) Linda O’Neill: @LindaOneill (CS General Manager, Customer Advocate) Joey Harper: @Embarq_Joey (Outreach lead, CS Superhero) Stephanie Meisse: @meissegirl (Media Relations Manager, socmed PR pro) Alisa Hansen: @alisamleo (iCrossing, Social Media Strategist, She is all that) Doyle Albee: @doylealbee (Metzger Associates, President, The wise one)

Kevin Cobb: @i_am_me (Interactive Brand Manager, YT admin, socmed fiend)

Jerry Green: @stickmantoo (Group Manager, He who holds the purse strings, Understands our target is media agnostic)

Linda O’Neill: @LindaOneill (CS General Manager, Customer Advocate)

Joey Harper: @Embarq_Joey (Outreach lead, CS Superhero)

Stephanie Meisse: @meissegirl (Media Relations Manager, socmed PR pro)

Alisa Hansen: @alisamleo (iCrossing, Social Media Strategist, She is all that)

Doyle Albee: @doylealbee (Metzger Associates, President, The wise one)

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