the business case for nonsense
DESCRIPTION
TRANSCRIPT
The Business Case for Nonsense
Tim Washer
Senior Manager, Social Media
Cisco Systems
@timwasher
Segment on Simplification:
http://youtu.be/61hqZqhkgXI
Comedy Commercial clips
https://vimeo.com/6749232
Top 10 B2B Comedy Videos
http://bit.ly/B2Bcomedy_vids
“73% of all people who read B2B blogs are people”
@timwasher
http://www.youtube.com/watch?v=D7JRoQWh0SU
Customer Visit meets the Travel Channel
“What a great way to reach out to fellow employees, partners and customers…she talks about technology, FOOD and Malaysian hip hop”
• One of the biggest challenges is creating a story concept. Give your team suggestions:– “This is Where I work” – “What I did this summer”– “What inspired me to get into this business”
• Producing slide-shows is an easy way to start. Use MovieMaker, iMovie, iPhoto
• Ask people to create a story about what they are most passionate about.
• Keep it conversational. Avoid “innovation,” “collaboration” or anything that rhymes with those.
Keep It Simple
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 8http:// www.youtube.com/watch?v=Pn-yB5IyTYE
Story trumps Messaging
http://youtu.be/WHaQY2MlHV8
• If you don’t have an interesting story to share, show pictures of sharks. Think about cinematography – What is interesting to watch?
• Produce a documentary – research interesting stories about the history of your industry.
• Interview experts outside of your company.
Story Concepts
• Execs will always ask about the number of views, but a better measure of success is if your customers and influencers are tweeting/posting your video
• If you don’t have an interesting story to share, show pictures of sharks. Think about cinematography – What is interesting to watch?
• Produce a documentary – research interesting stories about the history of your industry.
Story Concepts
• Execs will always ask about the number of views, but a better measure of success is if your customers and influencers are tweeting/posting your video
• Grab screenshots of blog posts, tweets, etc. and circulate internally. Promote your successes.
• Team with PR/AR early in the process and ask them to help forward to influencers.
Measuring ROI
• Evokes positive emotion
• Cuts through the noise
• Humanizes the brand
• Shows authenticity
• Redeems
Why Use Humor?
@timwasher
http://youtu.be/MSqXKp-00hM
“With this in the backdrop, IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey’s spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.”
http://bit.ly/SUspAe
Making the Case
• Begin with marketing strategy.
• Listen. Ask how you can help.
• Build trust. Meet in person.
• “Manage” the committee
• Audience test
A note on risk-takinghttp://bit.ly/9LkgYj
