adtech sf 2012 social media and the transformation of business by jeff pontes
TRANSCRIPT
The Art of Social Content Distribution
Tactics for a B2B audience
Understanding the B2B online video landscape
92% But the reality?
Only 6% currently make purchases on video sites
of decision-makers watch video online
75%view job-related videos
Connecting the content to a purchase
It’s a simple 3-step process:
Consumer Intent modeling
Desired post-viewing actions
Measurement model
Interview guides
Script development
Video Production
Video edit review
Keyword/ Metadata development
Video Quality Control
Site uploads
Tracking against goals
Optimizations as necessary
Listen1 2 3Identify Respond
Search Alignment
Post-Play Interaction
Content development
Tagging and Optimizing
Distribution Demand generation
results
Defining Social Content Distribution
Social Content Distribution is a B2B tool that:
Transforms “search” into “demand”
Engages users in regular web usage patterns
Is meant to be found in “unbranded search”
Leverages customer content
Social Content Distribution is NOT:
Clarifying Social Content Distribution
Mass audience “viral” videos
Highly-produced, high-budget TV spots
Overt or scripted testimonials
A registerable offer
Requirements for program success
Baseline requirements for program success:
Consumer Intent Modeling to define your audience
Effective strategy for post-play interaction
Engaging, audience-specific content
Search and visual quality optimization
Distribution to relevant online video sites
Requirements for video success
Baseline requirements for video success:
Destination URL omnipresent throughout video
No more than two to three minutes in length
Delivers the experience in bite-sized chunks
Understanding how to measure success
Quantity is important, but success is measuredby the quality of your views:
Percentage of click-through to landing page
Landing page engagement rate
Converting search to engagement
Search is converted to engagement driving:
Click-through rates higher than banners
Higher landing page engagement
High ROI – videos performing organically for over 2 years w/o media
THANK YOU
Contact
Jeff PontesExecutive [email protected]
555 17th Street, Suite 300Denver, CO 80202303-527-5131