1.a Summit 2014 Presented by: Anne Marsden - Principal, Marsden & Associates 5-Steps for Creating Winning B2B Videos

2. 80% 60% 40% 20% 0% Videos Hot WEBSITE EMAIL SOCIAL MEDIA VIDEO SEARCH WEBCASTS / WEBINARS MOBILE BANNERS SPONSOR- SHIPS -4% +2.6% -2.2% +7.9% +2.5% +9.4% +7.3% +7.0% +4.6% 2013 2014 3. And Viral is the new mandate SOURCE: http://www.socmedsean.com/ 4. Is Viral the Right Objective? 5. B2B: Its not about views. Its about connections. 6. Strategy 1 3 4 Audience 2 Budget 5 Style Placements & Promotion Making Video Connections in 5 Steps 7. 1 Your Video Strategy CONTENT MARKETING VIDEO DOCUMENTED STRATEGY Content Marketing Institute & Marketing Profs 2014 100% 50% 0% B2B Marketers 93% 70% 44% 8. Whats the goal of the video? What should viewers come away with? What do you want them to do next? How do you want them to feel? What are the supporting assets and actions to get them to take the next step? How will they encounter your video? The 6 Questions That SHAPE Your Video Strategy 9. Audience: B2B are people, too Audience characteristics Demographics Education levels & types of degrees Pain points Vocabulary Social hangouts Facts Tell. Stories Sell. 2 10. Distribution Promotion T&E Production 3 Budget Be realistic. 11. 4 TALKING HEADS PRODUCTS IN ACTION ON LOCATION STOP MOTION MOTION GRAPHICS WHITEBOARD KINETIC SCREEN CAPTURE Style Selection: Objective + Audience + Budget SOURCE: YouTube.com 12. TALKING HEADS PRODUCTS IN ACTION ON LOCATION STOP MOTION MOTION GRAPHICS WHITEBOARD KINETIC SCREEN CAPTURE 4 Style Selection: Objective + Audience + Budget 13. CenturyLink Technology Solutions03.07.14 VIDEO AUDIO1. 1GRAPHICS: CLTS logo (Possible bug: Formerly Savvis) Music up: high tech and up-tempo 2. 20% V/O: There are reasons why 20% of theworlds internet traffic runs on the networkof a single, steadfast provider 3. Colocation V/O: And why thousands of globalenterprises trust their colocation assets tothat same respected company. 4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers inEuropean and Asian markets. Our world-class Data Centers are within50 miles of most metropolitan areas inNorth America. Our 55 master-plannedfacilities reach into Europe and Asia .making us the worlds Number Twoprovider of colocation services andNumber One in financial services.We are CenturyLink 5. CUT TO: The Story Board Tone Key Take-Aways Branding Calls to Action Length 14. Length 15. 5 Placement & Promotion Take an integrated approach PARTNER NETWORKS Publisher editorial Influencer outreach Word-of-mouth Social networks DIGITAL PROPERTIES Website(s) YouTube Channel Blog Mobile apps Social presence ADVERTISING Paid search Display ads Content Discovery Platforms: Outbrain StumbleUpon Zemanta Paid Media Earned Media Owned Media 16. CenturyLink Data Center Story Board VIDEO STORY BOARD Title of piece: CenturyLink data centers extend beyond just space, power and cooling Audience: Program managers, web manager, executives, web developers, content managers Purpose: To expand awareness of Data Services Length: 57 seconds CenturyLink Technology Solutions 03.07.14 VIDEO AUDIO 1. 1GRAPHICS: CLTS logo (Possible bug: Formerly Savvis) Music up: high tech and up-tempo 2. 20% V/O: There are reasons why 20% of the worlds internet traffic runs on the network of a single, steadfast provider 3. Colocation V/O: And why thousands of global enterprises trust their colocation assets to that same respected company. 4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers in European and Asian markets. Our world-class Data Centers are within 50 miles of most metropolitan areas in North America. Our 55 master-planned facilities reach into Europe and Asia . making us the worlds Number Two provider of colocation services and Number One in financial services. We are CenturyLink 5. CUT TO: Wide shot, possible high angle, of data center floor The global footprint 17. OBJECTIVE: Increase visibility of data center services among non- traditional markets VIDEO STORY BOARD Title of piece: CenturyLink data centers extend beyond just space, power and cooling Audience: Program managers, web manager, executives, web developers, content managers Purpose: To expand awareness of Data Services Length: 57 seconds CenturyLink Technology Solutions 03.07.14 VIDEO AUDIO 1. 1GRAPHICS: CLTS logo (Possible bug: Formerly Savvis) Music up: high tech and up-tempo 2. 20% V/O: There are reasons why 20% of the worlds internet traffic runs on the network of a single, steadfast provider 3. Colocation V/O: And why thousands of global enterprises trust their colocation assets to that same respected company. 4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers in European and Asian markets. Our world-class Data Centers are within 50 miles of most metropolitan areas in North America. Our 55 master-planned facilities reach into Europe and Asia . making us the worlds Number Two provider of colocation services and Number One in financial services. We are CenturyLink 5. CUT TO: Wide shot, possible high angle, of data center floor The global footprint 18. CTL & CTS Websites YouTube Channel Blog Social Media Accounts Owned EarnedPaid Banner ads Forbes.com blog Pay-per-click Article Placement/ PR Outreach Social Sharing 19. Strategy 1 3 4 Audience 2 Budget 5 Style Placements & Promotion Making Video Connections in 5 Steps 20. Random Acts of Video Making Video Connections in 5 Steps