Embarq Brand Channel - OMMA Hollywood Panel

1. Embarq Brand Channel - OMMA Hollywood Panel Brand Marketers are Video Publishers Too! March 23, 2009 Zena Weist, EMBARQ Brand Team Twitter @zenaweist – [email_address] PAGE

2. EMBARQ Residential Profile PAGE <ul><ul><li>Home Phone, Local and Long Distance </li></ul></ul><ul><ul><li>High-Speed Internet </li></ul></ul><ul><ul><li>Satellite TV from DISH Network </li></ul></ul><ul><ul><li>Home Computer & Technical Support </li></ul></ul>Servicing 3.5M HHs across 18 states EMBARQ Residential Profile PAGE <ul><ul><li>Home Phone, Local and Long Distance </li></ul></ul><ul><ul><li>High-Speed Internet </li></ul></ul><ul><ul><li>Satellite TV from DISH Network </li></ul></ul><ul><ul><li>Home Computer & Technical Support </li></ul></ul>Servicing 3.5M HHs across 18 states

3. ’08 Online Brand Marketing Objectives <ul><li>Build brand awareness </li></ul><ul><li>Create a presence in an online community where customers & prospects are already engaged </li></ul><ul><ul><li>Go where our target is- bring our brand to them </li></ul></ul><ul><ul><li>Promote customer and prospect engagement and interactivity </li></ul></ul><ul><ul><li>Expand positive sentiment built through online customer outreach </li></ul></ul>PAGE ’08 Online Brand Marketing Objectives <ul><li>Build brand awareness </li></ul><ul><li>Create a presence in an online community where customers & prospects are already engaged </li></ul><ul><ul><li>Go where our target is- bring our brand to them </li></ul></ul><ul><ul><li>Promote customer and prospect engagement and interactivity </li></ul></ul><ul><ul><li>Expand positive sentiment built through online customer outreach </li></ul></ul>PAGE

4. <ul><li>4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook </li></ul><ul><li>65M unique visitors/month </li></ul><ul><li>420 hrs of content uploaded/hr- Represents 42.9% of online video views* </li></ul><ul><li>1:4 Fortune 500s </li></ul><ul><li>1:4 Searches – YouTube is the 2 nd most popular search engine.* </li></ul>PAGE <ul><li>4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook </li></ul><ul><li>65M unique visitors/month </li></ul><ul><li>420 hrs of content uploaded/hr- Represents 42.9% of online video views* </li></ul><ul><li>1:4 Fortune 500s </li></ul><ul><li>1:4 Searches – YouTube is the 2 nd most popular search engine.* </li></ul>PAGE

5. Customers Seek Product Information on YouTube 2008 YouTube Engagement Study Base: Tech-Decision-Makers Who Visited YouTube in Past 6 Months and Have Viewed, Uploaded or Shared Tech-Related Videos Q: Which types of technology or electronics-related videos have you viewed, uploaded or shared? <ul><li>Type of Technology Videos Watched </li></ul>PAGE Customers Seek Product Information on YouTube 2008 YouTube Engagement Study Base: Tech-Decision-Makers Who Visited YouTube in Past 6 Months and Have Viewed, Uploaded or Shared Tech-Related Videos Q: Which types of technology or electronics-related videos have you viewed, uploaded or shared? <ul><li>Type of Technology Videos Watched </li></ul>PAGE

6. Technology Videos on YouTube Prompt Action 67% Have taken action as result of seeing technology or electronics-related content on YouTube . 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 47% Gathered more information about a product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 27% Thought more favorably toward a product, brand or service 34% Considered buying a technology product or service PAGE Technology Videos on YouTube Prompt Action 67% Have taken action as result of seeing technology or electronics-related content on YouTube . 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 47% Gathered more information about a product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 27% Thought more favorably toward a product, brand or service 34% Considered buying a technology product or service PAGE

7. Take the time to test, validate gut PAGE

8. Content Strategy <ul><li>Short-term: Contest </li></ul><ul><ul><li>HSI focus </li></ul></ul><ul><li>Long-term: How-to Videos </li></ul><ul><ul><li>Top 10 Customer Service issues </li></ul></ul><ul><ul><li>Online Outreach </li></ul></ul><ul><ul><li>Call Centers </li></ul></ul><ul><ul><li>Continue to interact/use feedback loop </li></ul></ul>PAGE Content Strategy <ul><li>Short-term: Contest </li></ul><ul><ul><li>HSI focus </li></ul></ul><ul><li>Long-term: How-to Videos </li></ul><ul><ul><li>Top 10 Customer Service issues </li></ul></ul><ul><ul><li>Online Outreach </li></ul></ul><ul><ul><li>Call Centers </li></ul></ul><ul><ul><li>Continue to interact/use feedback loop </li></ul></ul>PAGE

9. Objectives Synched w/ Brand Promise <ul><li>Channel Objectives </li></ul><ul><ul><li>Build brand awareness through engagement </li></ul></ul><ul><ul><li>Increase EMBARQ core services awareness </li></ul></ul><ul><ul><li>Leverage and support other EQ online initiatives </li></ul></ul><ul><li>Contest Objectives </li></ul><ul><ul><li>Drive traffic to the channel </li></ul></ul><ul><ul><li>Engage customers and prospects with the brand </li></ul></ul><ul><ul><li>Build EQ HSI awareness and preference </li></ul></ul>Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with PAGE Objectives Synched w/ Brand Promise <ul><li>Channel Objectives </li></ul><ul><ul><li>Build brand awareness through engagement </li></ul></ul><ul><ul><li>Increase EMBARQ core services awareness </li></ul></ul><ul><ul><li>Leverage and support other EQ online initiatives </li></ul></ul><ul><li>Contest Objectives </li></ul><ul><ul><li>Drive traffic to the channel </li></ul></ul><ul><ul><li>Engage customers and prospects with the brand </li></ul></ul><ul><ul><li>Build EQ HSI awareness and preference </li></ul></ul>Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with PAGE

10. . Brand promise tie <ul><li>Channel Objectives </li></ul><ul><ul><li>Build brand awareness through engagement </li></ul></ul><ul><ul><li>Increase EMBARQ core services awareness </li></ul></ul><ul><ul><li>Leverage and support other EQ online initiatives </li></ul></ul><ul><li>Contest Objectives </li></ul><ul><ul><li>Drive traffic to the channel </li></ul></ul><ul><ul><li>Engage customers and prospects with the brand </li></ul></ul><ul><ul><li>Build EQ HSI awareness and preference </li></ul></ul>Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with “ This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.” PAGE

11. . Getting the word out <ul><li>Integrated online media campaign/communication plan to meet all marketing objectives </li></ul><ul><ul><li>Interact & Engage: Channel & Display </li></ul></ul><ul><ul><li>Drive Traffic: Search & Display </li></ul></ul><ul><ul><li>Social Media Outreach: </li></ul></ul><ul><ul><ul><li>Online socmed press release </li></ul></ul></ul><ul><ul><ul><li>Blogger outreach (Industry & Video-enthusiasts) </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul>PAGE

12. . What can you do in 48 seconds????? www.youtube.com/embarq PAGE

13. . Generating BUZZ PAGE

14. . Generating BUZZ - How-To Videos “ Now a great example, I think one of the best examples of how-to videos, is done by Embarq… some of the videos have been, have really decent view counts considering, you know, where it comes from, that it’s coming from a brand. That makes sense because its helped get this company’s name out to a broader consumer base, and if you just Google, you know, “How to install a blank, blank, a T1 line or a DSL line”, or whatever it is, there’s a good chance that you might come across those videos and then you know about this company and its services.” - Daisy Whitney on Dishymix Podcast Episode 90 PAGE

15. . Positive sentiment Comments Cloud PAGE

16. . Compared to similar online initiatives, we kicked it! Percentile Ranking of Delta (  ) AdIndex Score: Normative Benchmarking of Brand Metric Deltas* ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) Avg Delta 4.1 4.5 3.1 2.3 0.6 0.6 PAGE Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Sign-Up/Switch Intent^ Recommend Intent^ Message Association

17. . ROI Metrics meet… <ul><li>Channel Stats </li></ul><ul><ul><li>Views: >400,000 </li></ul></ul><ul><ul><li>Subscribers: 648 </li></ul></ul><ul><ul><li>Comments: 142 </li></ul></ul><ul><li>Contest Stats </li></ul><ul><ul><li>Finalist Video Views: 397,399 </li></ul></ul><ul><ul><li>Contest Videos Submitted: 281 </li></ul></ul><ul><ul><li>Contest Videos Approved: 148 </li></ul></ul><ul><ul><li>Votes: 15,500 </li></ul></ul><ul><li>How-to Videos </li></ul><ul><ul><li>Views: >112,600 </li></ul></ul><ul><ul><li>Hours spent with brand ~11,900hrs </li></ul></ul><ul><ul><li>Average rating 3.87 stars </li></ul></ul>Orders: ~3000 PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements PAGE

18. . ROI 2.0 - Match Metrics to Engagement <ul><li>Contest: 4200 hours spent with Embarq brand </li></ul><ul><li>How-to: 11,900 hours spent with Embarq brand </li></ul><ul><li>201 Videos tagged “Embarq” </li></ul><ul><li>81 Inbound blog links </li></ul><ul><li>More video contest submissions than Kmart national campaign (w/ a higher media spend) </li></ul><ul><li>~660 subscribers (this is above par w/ contest spends our size) </li></ul><ul><li>~70,000 views of EQ-related user generated content </li></ul><ul><li>‘ Finalist compilation reel’ received 326,000+ views and rated 1,456 times </li></ul>PAGE

19. . What’s helping us… PAGE

20. . Roll with it PAGE

21. . The Team that championed the Channel <ul><li>Kevin Cobb: @i_am_me (Interactive Brand Manager, the man with the plan, socmed force) </li></ul><ul><li>Jerry Green: @stickmantoo (Group Manager, He who holds the purse strings, Understands our target is media agnostic) </li></ul><ul><li>Linda O’Neill: @LindaOneill (CS General Manager, Customer Advocate) </li></ul><ul><li>Joey Harper: @Embarq_Joey (Outreach lead, CS Superhero) </li></ul><ul><li>Stephanie Meisse: @meissegirl (Media Relations Manager, socmed PR pro) </li></ul><ul><li>Alisa Hansen: @alisamleo (iCrossing, Social Media Strategist, She is all that) </li></ul><ul><li>Heather White-Laird : @howlvenice (iCrossing, Executive Creative Producer -Continuous positive force.) </li></ul>PAGE