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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
