I have blogged a lot recently about the future of online advertising and the influence of video. Most people associate this trend with the consumer world and the rise of the likes of YouTube. I see the same sea of change impacting the Business to Business world.
Case in point, we recently launched a new online program “Change Artists” (free and requires registration). The program’s central element is a series of webcasts, which feature unscripted discussions pairing CEOs and CIOs from the leading companies around the world regarding how they embraced change within their organizations to gain competitive advantage. The majority of IT decisions made by CIOs are influenced by peers and we wanted our customers to interact with some of the leading global business leaders as well as strengthen their on-going dialogue with us.
The Change Artists website houses video on demand for the previous sessions as well as a selection of information useful to CIOs: customer case studies, information on IT business issues, an ROI calculator, and benchmark tools to help an IT organization assess its change readiness.
We assembled a great team to deliver this interactive format: Goodby, Silverstein & Partners provided creative expertise, Turner Broadcasting’s commercial production group and IDG produced each episode, CNN International and CIO Magazine broadcasted promotional elements and ZenithOptimedia managed global media requirements.
Sorry I cannot give too many specifics, but the program has delivered millions of impressions to over 160 countries, IT professionals in many of HP's top accounts have signed up for it and 70% of the visitors polled state intent to buy from HP within the next 12 months. Change Artists programs have included Fedex, McKesson and Reuters to date. The last sessions was broadcast yesterday with Nestlé, the world’s largest food and beverage company. Each 30-minute discussion, moderated by John Gallant, president and editorial director of IDG’s Network World magazine, touches on topics ranging from business and IT alignment to the evolving role of CIOs within business today.
As I will discuss tomorrow at M-Planet, we also connected our program to our lead management processes and systems to follow up with customers and track the program's ROI. After 3 episodes, the program has beaten all metrics in terms of leads. The HP sales force is working on several major opportunities and the Change Artists program is providing great feedback from visitors regarding the most valuable content.
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