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