Posts Tagged ‘YouTube’

Social Media Marketing: YoCrunch boosts average Facebook post interaction 821% (plus two more case studies)

September 27th, 2012

The Social Media Club of Dallas monthly meetings always feature a presentation on social media for attendees, and earlier this year, I had the chance to take in SMC Dallas’ case study “showcase.”

This event offered up a number of quick-hit social media case studies from a variety of marketers and agencies, and I wanted to provide MarketingSherpa blog readers with a sample of several of these presentations.


Local pizza chain increases ROI more than 300% with charitable effort

Background:  I Fratelli, a restaurant local pizza chain with nine locations, was preparing for its 25th anniversary. Its brand identity included charitable outreach.

Marketing Opportunity: Understand that local organizations and charities are always in need of fundraising dollars.

Strategy: Create a local social and viral community fundraiser.

Jeff Schick, Director of Integrated Digital Strategy, Online Performance Marketing, said the objective of the effort was to emotionally connect with consumers so they would feel like part of the solution in i Fratelli’s charitable fundraising marketing campaign.

The campaign consisted of five steps:

  1. Create a name/identity for the effort – in this case, “Pizza DoughNation.”
  1. Get fans excited by allowing them to nominate their favorite charities.
  1. Take an “it takes a village” approach, and leverage the networks of fans, charities and organization to spread the word. Seed code words across social media, and have consumers mention these code words during pizza orders.
  1. Measure the effort by tracking code words.
  1. Give proceeds to the charities. These check presentations were seeded on owned media, but then drove earned media.

The campaign itself used three main outlets: the website and blog, Twitter and Facebook.

The blog was branded as “The Sauce,” and offered a program overview, nomination form, best practices and tips, and past results for viewing.

Twitter was used for geotargeted and contextual conversations on pizza occasions, and content was regularly pushed out timed for lunch and dinner.  Tweets were cross-promoted to both the blog and Facebook. And, influencers were identified to propel the program’s success.

Facebook documented and housed the brand’s “giving back” strategy, and was used to develop relationships with local, regional and national chapters of charities. Also, the Facebook EdgeRank Algorithm was used to focus on an “aggressive news feed optimization strategy.”


  • 3,000 unique blog visits for nominations: 86% leads driven by social media, 14% direct URL entry
  • Increased Facebook impressions over from 40,000 to 125,000 per month
  • Increased retweet rate (generosity) on Twitter from 0 to 19.4%
  • Drove ROI in the form of increased sales, ranging from 304% to 381% over first four months of program
  • Impacted 32 local charities

Key learnings and takeaways

  • Social media results are not just for big brands. SMB brands can leverage social media for attitudinal, behavioral and financial objectives.
  • Get the product, service and experience right first.
  • Get cross-functional teams involved — that way they begin to place a higher value on social media.
  • Don’t be afraid to ask fans and followers for help. Engage with the social media audience.

About the effort, Jeff said, “It wasn’t necessarily a challenge, versus an opportunity. The i Fratelli brand is known for being a part of and giving back to the Dallas-Fort Worth community for the past 25 years. The opportunity was uncovering an idea that leveraged social media to make a greater impact. Historically, the community-giving initiatives were led and funded by i Fratelli alone. By creating the Pizza DoughNation program, fans could take part in and join in on the giving back efforts.”

  Read more…

Watching Concrete: YouTube channel saves time, drives revenue for Mid Atlantic Concrete Equipment

July 27th, 2012

If you attend an industry event with Owen Blevins, Vice President of Sales and Marketing, Mid Atlantic Concrete Equipment, you better expect to hear the refrain, “Hey, Cretehead!”

It’s not an insult, just evidence that people are buying what Blevins is selling. As the founder and host of Concrete Answers, “the Internet’s most passionate show about concrete plants and equipment,” Blevins is becoming a concrete-industry celebrity, and, of course, he kicks off each episode with a resounding, “Heeey, Creteheads!”

Every other week, he introduces machinery and processes in direct response to the questions he receives from customers via his company’s website, events and sales meetings.

Even though the show is only about two years old, it has received more than 85,000 views.

“It’s not a bulldog on a skateboard, but we have a niche market. Our goal is to inform, educate and offer a little bit of entertainment. If you’re having trouble sleeping at night, be sure to watch,” he laughs. “It’s highly technical.”


Hundreds of hours of work = Hundreds of thousands in sales

Every minute of the final product represents an hour of work – planning, shooting, editing and posting. However, Blevins says the hundreds of hours devoted to Concrete Answers are well worth the investment.

“We typically know exactly what brought our customers to us,” says Blevins. “This information allows us to justify expense, because there’s a lot of time, effort and energy that goes into the channel. It’s definitely been worth it; otherwise, we wouldn’t do it. I won’t reveal exact ROI, but I can tell you the show has ultimately resulted in hundreds of thousands of dollars in equipment sales.”

Read more…

Inbound Marketing: A pioneering YouTube video strategy

March 22nd, 2011

Being a reporter has its ups and downs. Thankfully, some articles are a pleasure to write. I was thrilled to publish our latest inbound marketing article featuring the YouTube video strategy of Orabrush, a brand of breath-freshening tongue cleaners.

Orabrush YouTube Landing PageOrabrush’s strategy has pulled-in over 35 million video views and powers the majority of the company’s marketing. Below, I’ve pointed out three key areas that I like about this strategy.

CMO as Chief Marketing Publisher

A central tenet of inbound marketing is that marketers need to think of themselves as publishers. Rather than buying ads in a media outlet, your brand builds the media outlet. You own the newsletters, blogs, apps, webinars — or whichever platform you select.

Jeffrey Harmon is CMO at Orabrush. His team is committed to consistently delivering the videos its audience enjoys and expects. This makes for a demanding publishing schedule, but that’s the life of a Chief Marketing Publisher. Deadlines must be met and quality must be maintained.

Another tenet of inbound marketing is that your content is not advertising — it’s rich information that interests your audience. Your brand and products can be included, but they are secondary. The content must give the audience what it wants while helping to achieve your marketing goals.

Orabrush does this by creating several types of video, as described in the article. The majority of videos are intended to engage and entertain — which is what Orabrush’s audience wants. Other videos are intended to encourage conversions while also entertaining.

This isn’t just for the LOLs

Orabrush’s videos are funny and they’ve built an audience. But at the end of the day, the company needs to sell tongue brushes. Harmon’s team is not trying to build an audience to sell advertising.

That is why Orabrush’s marketers have included calls-to-action throughout its videos and YouTube page. Viewers are encouraged to:
o Watch another video
o Share the video on Facebook or Twitter
o Connect with Orabrush on other social networks
o Visit Orabrush’s website
o Request a free brush
o Locate a nearby Orabrush store
o And more

You can see a great example of their calls-to-action at the end of this short video:

This approach applies directly to inbound marketing. The content is the main attraction. It is the reason Orabrush’s YouTube page exists. But while viewers enjoy videos, they’re encouraged to interact with the brand, visit the site, and try out an Orabrush.

Experimentation and research drive the ship

Orabrush has an elaborate YouTube page. The channel is part video-viewer, part landing page, part social channel. The design is the result of several years of research and testing by Harmon and his team.

Orabrush is not afraid to test new ideas, which is how it developed this strategy. Its YouTube page was not a modified best practice. The marketers built it piece by piece through rigorous testing.

Even Orabrush’s first forays into video were experiments. As mentioned in the article, Harmon first tested adding another publisher’s video to one of Orabrush’s landing pages. That video boosted conversion rates by 200%, and it served as the first step in the long journey to build Orabrush’s video strategy as it stands today.

Without its culture of experimentation and testing, Orabrush would not likely have such a powerful presence on YouTube. You can find out a lot more about testing and optimization at the upcoming MarketingSherpa Optimization Summit in June.

Enough already!

I could go on and on about why I love Orabrush’s video strategy (including that it came from a scrappy startup and that its marketers also engage in social marketing) — but I won’t.

The last point I will make is that Harmon’s team built this channel with a small team and a limited budget. There is truly no reason why any company could not do something similar.

Related resources

Inbound Marketing: Small business builds YouTube channel from the ground up, expands to 40 countries

MarketingSherpa: Subscribe to our Inbound Marketing newsletter

MarketingSherpa Optimization Summit 2011

Inbound Marketing: Brand-powered content hub grabs top Google rank in two months

Inbound Marketing: How to pull-in customers without pushing ads

Content Marketing: How to get your subject matter experts on your corporate blog

Content Marketing: Should you lure a journalist over to the ‘dark side?’

Email Marketing: Maybe it really is an inbound tactic…

Make Social Media Part of PR Strategies

November 14th, 2008

It hadn’t occurred to me that most brands and companies large to small are embracing social media or at least thinking about it. It hadn’t occurred to me until I spoke with Rob Merritt, Senior VP and Director of CKPR, one of the largest independent public relations firms in the U.S.

He said during an interview for a Fame article:

“From a PR standpoint I don’t think we execute a PR program right now that doesn’t have an online component and some kind of social media aspect to it.”

In this case the article was about a campaign his company did for AirTran involving a YouTube contest, stunts, and traditional PR to grab the attention of the college-age demographic.

I know it’s only anecdotal evidence that social media is taking a strong hold. But I can say that based on several interviews I’ve conducted with PR staff at companies and agencies social media is almost always part of the marketing or PR strategies.

And if you want to reach younger generations with your company’s message, it’s almost imperative.