At this year's ad:tech San Francisco, Jeff Pontes, Executive Consultant at Leopard, an Ogilvy Company, shared a unique perspective on how B2B brands can utilized social media to transform businesses. In his presentation, "The Art of Social Content Distribution," Jeff outlined his strategy to turn search into demand.

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

10. THANK YOU

11. Contact
Jeff Pontes
Executive Consultant
Jeff.pontes@leopard.com
555 17th Street, Suite 300
Denver, CO 80202
303-527-5131