Comments on: B2B Online Video Campaign: Texas Instruments

By: uberVU - social comments

uberVU - social comments — Thu, 26 Nov 2009 01:49:44 +0000

Social comments and analytics for this post…

This post was mentioned on Twitter by site_news: http://tinyurl.com/ycqqcfk
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By: Harri

Harri — Thu, 09 Jul 2009 16:26:08 +0000

This is definitely an area which is challenging to approach, given the average consumer based audience of the best known video repositories such as youtube, vimeo, metacafe etc… I believe there is an additional key here to correctly tagging and being topical with these tags, ensuring results are attained through search on a stumble upon basis.

From a professional viewpoint I have been researching for a video campaign that one of my clients have shown an interest in and came across an initiative for industrial Rugged Mobile Devices which has taken a humorous slant on a B2B product. They have tapped directly into their customers more imaginative side with tests that they may have thought about but never undertaken, whilst keeping it interesting for the wider audience.

http://www.youtube.com/watch?v=qh47CFGG2kU

I think that people underestimate how difficult it is to cater for both the stumble upon and targeted audience in the B2B world…

By: Kyle Flaherty

Kyle Flaherty — Wed, 08 Jul 2009 14:58:23 +0000

Great piece and congrats to the TI team and Amber. It’s a difficult challenge to interest engineers and make them laugh, nice work.

Kyle

By: B2B Web Strategy Blog - eMagine » Social Media: Out of the dorm room and squarely into B2B marketing

Wed, 24 Jun 2009 21:07:25 +0000

[...] video campaign that Amber Pizano runs for Texas Instruments (see especially Amber’s responses to Kipp Bodnar’s brief posting); it’s helping TI build brand loyalty among design engineers – its buyers – by showing that [...]

By: Mark Schaefer

Mark Schaefer — Tue, 16 Jun 2009 01:40:03 +0000

Thanks for this timely story, Kip. Great content.

By: Amber Pizano

Amber Pizano — Tue, 09 Jun 2009 14:06:27 +0000

As far as customers creating their own content- we held a video idea contest. People submitted their ideas for our next videos to our community site (community.ti.com) and we had a panel of judges who rated the top 10 ideas and the winners got flip video cameras. We ended up getting about 90 idea submission with very little promotion of the campaign.

By: Amber Pizano

Amber Pizano — Tue, 02 Jun 2009 14:16:29 +0000

Sure, I’m happy to share Appreciate the kudos.

Our objectives were to show design engineers that TI “gets” them and that we appreciate their role in bringing today’s innovations to all of us. We also hoped to build brand loyalty.

Our measurable goals(conversions) were:
- View multiple “thank an engineer” videos
- Forward video link to a peer or friend
- View system block diagrams or other ti.com portal pages
- Share stories regarding engineering innovations on our community forum.

By: Trey Warren

Trey Warren — Tue, 02 Jun 2009 13:05:27 +0000

I really enjoyed the video. I’d like to echo John’s question and understand what the measurable goals are for the campaign.

By: John Bottom

John Bottom — Tue, 19 May 2009 16:17:01 +0000

Amber,Kipp
Good to see that social media effectiveness and creativity go hand in hand. As always, the challenge is to use great content like this (as well as the other more informative videos) and use them to inspire the target audience to add their own content – is this happening? Is that what you mean by conversions or further actions? Well done though on some great content here – you’re an inspiration to others!
John

By: Kipp Bodnar

Kipp Bodnar — Tue, 19 May 2009 16:03:04 +0000

Amber,

Thanks so much for your quick reply! Great information, congratulations on the success of the campaign.