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

EMBARQ Residential Profile PAGE ,[object Object],[object Object],[object Object],[object Object],Servicing 3.5M HHs across 18 states

’08 Online Brand Marketing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],PAGE

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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? ,[object Object],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

Take the time to test, validate gut PAGE

Content Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PAGE

Objectives Synched w/ Brand Promise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand promise: Practical Ingenuity Brand pillar: Customer Focus Brand personality: Simple and Easy to do business with PAGE

Brand promise tie ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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

Getting the word out ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PAGE

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

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

Positive sentiment Comments Cloud PAGE

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

ROI Metrics meet… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Orders: ~3000 PR: 69 Google placements, 2,520 Windows Live Placements, and 967 Yahoo! Placements PAGE

ROI 2.0 - Match Metrics to Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PAGE

The Team that championed the Channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PAGE

Embarq Brand Channel - OMMA Hollywood Panel

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Embarq Brand Channel - OMMA Hollywood Panel