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The Art of Social
Content Distribution

Tactics for a B2B audience
Understanding the B2B online video landscape




  92%                  75%                       But the reality?


 of decision-makers   view job-related videos   Only 6% currently
 watch video online
                                                use video sites as an
                                                work info source
Connecting the content to a purchase

It’s a simple 3-step process:


1 Listen                        2 Identify                    3 Respond
  Search         Post-Play       Content       Tagging and    Distribution      Demand
 Alignment      Interaction    development      Optimizing                     generation
                                                                                 results

             Desired post-    Interview      Video edit      Video Quality   Tracking
Consumer
             viewing          guides         review          Control         against goals
Intent
             actions
modeling
                              Script         Keyword/        Site uploads    Optimizations
             Measurement      development    Metadata                        as necessary
             model                           development
                              Video
                              Production
Defining Social Content Distribution


Social Content Distribution is a B2B tool that:

     Transforms ―search‖ into ―demand‖

     Engages users in regular web usage patterns

     Is strategically tagged to be found in ―unbranded search‖

     Leverages customer content—―peers with experience‖
Clarifying Social Content Distribution


Social Content Distribution is NOT:

    Mass audience ―viral‖ videos

    Highly-produced, high-budget TV spots

    Overt or scripted testimonials

    Registerable offers
Requirements for program success


Baseline requirements for program success:

    Consumer Intent Modeling on a defined 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

    Effective tagging and drive-to promotion
Understanding how to measure success


Quantity is important, but success is measured
by 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 Pontes
    Executive Consultant
    Jeff.pontes@leopard.com


    555 17th Street, Suite 300
    Denver, CO 80202
    303-527-5131

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The Art of Social Content Distribution

  • 1. The Art of Social Content Distribution Tactics for a B2B audience
  • 2. Understanding the B2B online video landscape 92% 75% But the reality? of decision-makers view job-related videos Only 6% currently watch video online use video sites as an work info source
  • 3. Connecting the content to a purchase It’s a simple 3-step process: 1 Listen 2 Identify 3 Respond Search Post-Play Content Tagging and Distribution Demand Alignment Interaction development Optimizing generation results Desired post- Interview Video edit Video Quality Tracking Consumer viewing guides review Control against goals Intent actions modeling Script Keyword/ Site uploads Optimizations Measurement development Metadata as necessary model development Video Production
  • 4. Defining Social Content Distribution Social Content Distribution is a B2B tool that: Transforms ―search‖ into ―demand‖ Engages users in regular web usage patterns Is strategically tagged to be found in ―unbranded search‖ Leverages customer content—―peers with experience‖
  • 5. Clarifying Social Content Distribution Social Content Distribution is NOT: Mass audience ―viral‖ videos Highly-produced, high-budget TV spots Overt or scripted testimonials Registerable offers
  • 6. Requirements for program success Baseline requirements for program success: Consumer Intent Modeling on a defined audience Effective strategy for post-play interaction Engaging, audience-specific content Search and visual quality optimization Distribution to relevant online video sites
  • 7. 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 Effective tagging and drive-to promotion
  • 8. Understanding how to measure success Quantity is important, but success is measured by the quality of your views: Percentage of click-through to landing page Landing page engagement rate
  • 9. 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
  • 11. Contact Jeff Pontes Executive Consultant Jeff.pontes@leopard.com 555 17th Street, Suite 300 Denver, CO 80202 303-527-5131