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More data on this topic available from:: Viral Videos: How to Generate & Measure New Leads Pam O'Neal Mickelson, Senior Director of Marketing Communications NetQoS Inc. Monday, October 29, 2007
description
Case study in viral marketing for B2B companies. O'Neal shares viral video campaign she developed based on a simple, animated depiction of network traffic developed by one of her in-house engineers. After creating a microsite for the video piece, posting it to YouTube, and seeding a few key industry sites with mentions of the demonstration, she created a viral video phenomenon that delivered a 6330% return on investment and cost per qualified lead of just $16.
Transcript of MarketingSherpa B2B Marketing Summit
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Viral Videos: How to Generate & Measure New Leads
Pam O'Neal Mickelson, Senior Director of Marketing Communications
NetQoS Inc. Monday, October 29, 2007
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Anatomy of a B2B Viral Campaign Goals:
Brand awareness/perception• Network engineers in Global 4000• Build visibility in Network Operations Center
Demand generation • Test “low cost” new media vs. traditional• Reach marketing-averse audience
Objectives: Go viral in 2007 Break into Blogosphere Web Traffic - 10%+ increase 500+ viral leads
© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
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The NetQoS® Hot Zone Titles:
Network engineers NOC staff
Demographics: Male Between 25-45
Behavior: 80% worldwide read blogs1
Active online – gaming/Slashdot/
Psychographics: Cynical Smart Do not like to be “marketed to”
1 Source: KnowledgeStorm and Universal McCann 2 Source: Marketing Sherpa 2007 Survey of IT Buyers
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Strategy and Tactics Strategy: Viral campaign Tactics:
Netcosm – Real world network performance data• Relevant and fun• Subtle branding
SEO/SEM Seeding Conversion strategy Sales follow-up
Timeframe: 30 days Budget: $10,000
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Netcosm Viral Gallery
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Netcosm Viral Gallery
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Offer
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Netcosm Viral Gallery
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NetQoS Viral Launch Timeline
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Tracking the Results
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Google Analytics/Google Alerts Salesforce.com Dashboard Eloqua Clickstream analysis
BLOG
NETCOSM
PRODUCT
EVAL REQ
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Results of Netcosm Campaign
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Brand Exposure 66,000+ YouTube views/12 Honors 70+ blogs - TechCrunch.com, Wired.com Front page of Digg, Reddit, Fark, etc. Search Networking/Network World
Blog Readership 10,400 unique visitors in April Geeks are Sexy editorial staff
Web Traffic - + 43%
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Weighted Market Exposure
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41% Increase
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Netcosm Traffic Conversion
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New Leads: New Media vs. Retro
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NetQoS Pipeline: 143:72:8:2:1 (50% qualified) Viral Pipeline: 1976:398:18:11:? (20% qualified) Total Cost: $6500 Projected ROI: 6330% Cost per qualified lead: $16
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Lesson Learned
No need for a large budget Not a matter of luck
Be relevant Don’t take yourself too seriously Map each step Leverage social media
Effective for B2B Design with a conversion strategy in mind Anticipate entry points – embed tracking It’s not over when it’s over
© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
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15© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
Credits/Thank YouNetQoS Marketing Team
Dr. Mike Johns
PorterNovelli – PR/Blogger Relations – www.pn.com
Eloqua – Marketing Automation - www.eloqua.com
Contact: Pam O’[email protected]: poneal512-656-8308My Blog: www.theb2blead.com
