B2B Social Communications Case Studies and Roundtables
Business Development Institute
DuPont Goes Social with Viral Video
Gary Spangler, Corporate eMarketing
September 16, 2009
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Ch
ann
el C
on
flict Pote
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Company
Converter
Distributor
End User
Consumer
Co
llab
oratio
n/C
onve
rsatio
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Who We AreWhat We Make
B2B Business Environment
Declining Trust in Business
Media Fragmentation
Fewer Events; Lower Attendence; Less Time
Business Model Challenges
• Long buy cycle
• Considered purchase
• Ingredient Manufacturer
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B2CB2B
B2C and B2B Behavior Convergence
Testimonials, Peer to Peer Referrals
Search
Opt-in (e.g. email)
Web Experience (e.g., password resets)
New Media (blogs, video)
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Trend is Social
“Digital marketing and new media marketing dominates demand generation and advertising spend allocation priorities for the coming year.”
CMO Council, March 2009
Seventy six percent (76%) of businesses surveyed agree that Social Media is changing the way companies communicate.
Marketing Sherpa, December 2008
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Business Objectives
Marketing: Word of Mouth• Word of mouth: The act of consumers providing information to other
consumers.
• Word of mouth marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place.
Corporate Communications: Share of Voice• Increase Positive Sentiment
• Mitigate Negative Sentiment
• Increasing Net Sentiment
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DuPont Science Stories
Tell compelling stories about DuPont science with video
Pilot as proof-of-concept
Run on eight blogs as ad unit so company voice is transparent
Place videos on video distribution networks (YouTube, Google Video, Blip.tv)
Collaborate with bloggers before release
Unleash viral: Embedding code and send-to-friend on stories.dupont.com
Adhere to Word of Mouth Marketing Association (WOMMA) Code of Ethics, womma.org/ethics
Measure sentiment
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The Stories
Protecting the Protectors: Firefighters (Nomex®)
• Mario Andretti and Indy 500
Protecting the Protectors: Police Officers (Kevlar®)
• Bullet test
Shelter From the Storm (SentryGlas®)
• Canon and 2X4
Glass Houses (SentryGlas®)
Car Artists (Hot Hues®)
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Distribution
General Interest Blogs
• Boing Boing, Digg
Science-centric Blogs
• SEED Science Blogs, Science Blog and Kircher Society
Targeted Content Blogs
• Boompa, LeftLaneNews and Building Blog
Video Distribution Networks
• YouTube, Google Video, Blip.tv
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Customized Video Player to Enable WOM
Start of video featured "freeze screen" that encouraged users to initiate video play
Other Options Accessible via Player Menu
Email to a Friend
Email to a Friend
Access Direct Link to Player
Access Direct Link to Player
Add to Blogger or Typepad Blog
Add to Blogger or Typepad Blog
Access Embed Code to Post Player
Access Embed Code to Post Player
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24%
4%
38%
58%
38%
0% 10% 20% 30% 40% 50% 60% 70%
Other
YouTube
Google Video
Search
Company Website
Q:If someone told you about these videos, how would you go about finding them online?
Finding the Videos
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88%
93%
92%
61%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Liklihood to tellsomeone
Content unique toDuPont
Interesting to watch
Liked the videos
Learned somethingnew
Q: How did you feel about the video stories you watched?
Liking the Videos
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62%
76%
67%
34%
55%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Post a Comment
Send a Link
Talk to Friends (All)
Talk to Friends (25-34)
Talk to Friends (18-24)
Q: If you came across these videos online, how likely would you be to do the following:
Word of Mouth Potential
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Brand Attributes: Among Younger Participants, Increase Notable for 2 Points
87
81
0 10 20 30 40 50 60 70 80 90 100
Leader in ScientificR&D
Company thatCares About
People
18-24
Percent rating 8, 9 or 10 on 10-point scale
Listed below are several attributes that have been used to describe science-based companies. We’d like you to indicate how well you think each of these attributes describes the firm listed. 10-point scale
BASE = 258
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Marketing is PR (Now)
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Results - Web Stats
Video consumption• 6,000 visits to stories.dupont.com
• 8 minute average duration
• 50,000 video streams
• 6,000 views on YouTube, Google Video, Blip.tv
Recognition• Best Science Video Recognition
• Best Design Video Recognition
• OMMA Finalist Best Campaign in Social Media
• Vs Adidas and Frito Lay (Doritos)
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Learnings and Validation
We can communicate transparently through blogs
Good content presented well can generate Word of Mouth
Media and public expect a brand’s videos on YouTube, Google Video
Video effectively communicates DuPont’s brand idea: contributions through science
• Don’t forget archived video
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www.womma.org/ethics
WOM Ethics
Honesty of Relationship
• We say who we are speaking for.
Honesty of Opinion• We say what we believe.
Honesty of Identity• We never obscure our
identity.
www.womma.org
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Paved the Way
Corporate Policy and Governance
New Channels• Twitter
• YouTube
• Blogger Outreach
• Docstoc and ScribD
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Questions?