566: Why B2B Brands Should Create Funny Videos w/ Rene Lego

ABOUT THIS EPISODE

In this episode we talk to Rene Lego, Director of Video at SolarWinds.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the BAB growth show,a podcast dedicated to helping bob executives achieve explosive growth. Whether you're looking fortechniques and strategies or tools and resources, you've come to the right place.I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcomeback to the BB growth show. We are here today with Renee Lego.She is the director of video at solar wins. Renee, how you doingtoday? I'm great. How are you? I am a wonderful so, renee. Today we are going to be talking about video and in a beobecontext. You guys have done a phenomenal job at solar wins of creating reallyfunny videos. But I'm also captivated it...

...just the journey that you've been on. As you know, kind of the first person hired into the organization todo video. You know that's grown into you having a team of eight folksthat are dedicated to video. So we're going to touch on a lot ofthose elements. But before we do that, I just explain to our listeners,give him a little bit of context. What is solar wins? What iscompany all about? Well, Soldo wins is not a green energy company. We are an item management and Monitoring Software Company. We make it proslives easier through network systems, storage, virtualization, you name it, anythingin itpro would need. We make software to help them monitor and manage theirsystems. I love it. I love it. So not necessarily in industrythat you would think has super funny videos or has, you know, ayoutube channel with twelvezero subscribers on it. But you guys have have done exactlythat. Talk to us about and you...

...you coming on board. I thinkyou said you've been with Solo wins for eight years. You were the firstperson hired to do video. Talk to us about and what that evolution haslooked like from being a team of one to now a team of Eight.Well, when I came on they they really had a need for video,but they didn't know how to scale and they didn't have processes or scripts andthey were recording their voice over in the bathroom. So it was just verydisorganized. They knew they needed to do a lot of video but didn't knowhow. So I came on and slowly, I think that first year produced seventyvideos and then ever since then, each year we sort of been goingup and as we grew we knew we needed hey, if you want meto do this type of video, I need someone who's going to do motiongraphics, I need someone to help with scripting, I need more and moreand more, and you know, by two thousand and seventeen, where ateam of baby one one includes someone to do just management of distribution of thesevideos and, you know, keeping up...

...with all the requests that we have. And so what are the types of videos that you guys are are doing, just so listeners can have an idea of what are the possibilities here?I think you guys have produced a ton of different video types. You know, summer obviously funny, and then some have other purposes. Talk us throughwhat what those are. When I started we only had, you know,a limited number of products and as we've grown over the years we are overthirty different products. So or we support every product released, every feature,training for those products, social anything you can think of to support the sales, the marketing, anything for the products. We also do all the internal videos, so that could be in all hands meeting, you name it,anything and everything. Video got it. And and you mentioned that it wassomebody's job just to do distribution for the videos. What does that process looklike? What are the different channels that you guys are leveraging to distribute allthe videos that you're putting out? We...

...use youtube, obviously, because everybodyneeds to be on Youtube. Yeah, and we just recently, in thelast year, have gone on a big yard so we all of our videosoncom run good yard. Those are the only two distribution channels that we useon a regular basis. We have our videos embedded, you know, variousplaces, but obviously what we want to do is optimize and get people viewingthe videos where we want them to view them. Yeah, and so asI'm looking at your youtube channel right now in a and something that kind ofstood out pretty quickly for me was the length of the videos that that youguys are putting out. They're all one. I see one here for twenty oneseconds. Another one is a minute twenty eight. One's eighteen seconds.Talk to us about obviously you guys are are doing shorter videos for a reason. Talk to us about why you're doing...

...that, and then some other elementsof the formula that you guys have baked into the videos that you guys areputting out. Well, length is really important. I will say when Istarted I would sort of take the lead from a PM or a product managerwho said I need all of this in this video, like we have totalk about these twenty five things and looking at the metrics, people weren't watching. You weren't getting people watching through to twenty, you know, eighteen totwenty five or fifteen to twenty five of your topics that you wanted to cover. Yeah, and and sort of changing that culture in the mindset to look, what is the one thing that you want to get through in this videoor relate to your audience? We can do videos on the other twenty topics, but let's be specific and really look at where this video is going tobe embedded and what you want to accomplish and then move from there. Sothat really started to define whether it's a creative or or product video. Nowwe do have training videos that are longer but I will say especially with theit pro they're going to sit there to...

...go through step by step because theyneed to learn it. Yeah, so even then you will see them skippingaround because you know, with videyard we are able to see a little bitdeeper and see where people jump and and see in depth viewer metrics and thatwe hadn't had that before and that's really informed a lot of what we've done. I love that. And so, using vide yard, you're looking atwhere people are jumping off and then you guys are actively going in and editingvideos based on the data that you're seeing. Yeah, we're certainly taking that intoconsideration and forming that with scripts and refining our process. Got It.I love it. Talk to us about the the feel of a lot ofthese videos. I don't see a lot of betb companies doing funny video.You guys are nailing it. But what's the purpose of these funny videos?What kind of results are they driving? What kind of results you are youwanting them to drive? We always wanted to be close to our customer,you know, have that connection. It...

...pros are Geekie, they like giggythings, they like snarky humor and since I've been here that humor. Youcan see it play out on our flack community forum and this is just anextension of that. And as we have created videos, that engagement has goneup and up and even during live events will throw videos in before and afterand people just an incredible reaction. So it's really the customer who has informedit and the audience they've bought in and we've continued that because there's it createsthis nice symbiotic relationship and they really respond to it. So there's there's oneparticular video that we were talking about offline, the joy of white boarding, andit's basically a spiff on a Bob Ross video. talked to us abouthow you came up with the idea for that and you also, we're tellingme some some things that came out of...

...it, particularly about the the characterthat played Bob Ross. Tell us that story. So we were recording anothervideo that wasn't very exciting, you know, one of those product videos where youhave to just, step by step, woid board something. You know,not all videos are fun, and then, as we were doing it, we thought this is kind of like a Bob Ross video. And thenwhat if we did Bob Ross talking about work network topology and network mapping,which isn't really a fun topic. Can We? How can we spend that? And then one of my producers was like, let me take this one. Twenty four hours later he had a script. We took one it,we took one of the PM's, we put a, you know, wigon him and he just nailed it. It is a really funny video andit's still getting in love on Reddit and, you know, people want autographs withhim and, you know, he became this it became more than thanjust that video. Is it an online...

...event that you guys do every yearwhere he came back and did kind of a can't have like a cameo appearanceor something like that? Yeah, we do an annual large multiday virtual eventwhere we have chat and live video streaming, and he came in and was aguess for one of the segments and the MVP's that were there, theMVP customers, went nuts and wanted, you know, their autograph and photoswith them, and so they actually, I think, and I've heard thisfrom an MVP just visited not too recently and said, you know, oneof the things I love about solar whims. Is the videos. I Love YourHumer I love your connection. I feel like I'm with you. Youknow, we understand each other and humor and that that that goes a longway. Yeah, I love that. That's a tangible connection that you canmake with with your buy or any any way that you can do that.I think is valuable. That that particular video has over twenty fivezero views onYoutube alone, which I think any BDB...

...company that can get over twentyzerzero viewson a videos doing something right. But I want to I want to kindof in the interview here. Renee talking about attribution. A lot of folkslistening to this. You know they're they're from companies that are very data drivenand and you know, the funny videos, I think are phenomenal for, youknow, top of funnel, for awareness and and for really making sureyour buyers are feel connected to you on a different level. But what aresome of the metrics that you guys are looking at when there's a particular videothat needs to tie to a specific result? Yeah, what are those specific numbersthat you're looking at and the results that you're trying to drive? Well, I will say it. You know it's going to be very bit dependingon whether it's related to a campaign or not. Okay, but if weare measuring, we are looking at not only how long made. You right, if they click on it, that's great, but do they engage withUS afterwards? Are they driving to a landing page? Are they sharing it? Are they engaging in it? Engaging...

...with US afterwards, like if,if we're tracking them, are they are they retargeting? Are they going elsewhereafterwards? Do they visit the product page? So that is is more of asuccess metric than just you know, you can look at the video andsay, okay, well, tenzero people watch it, but if, ifwe don't have that person coming back, yeah, if they down the line, don't, you know, get on the phone of the salesperson, andit's not doing much for us. Got It and and it. We alwayslook at it as we're not we maybe be to be, but we wemarket like a BTC. Yeah, now, I love that mindset. And isvid yard the primary tool that you guys are using to measure that orthere are other tools that are helping you measure those specific metrics? Well,we use vidyard, but we are also tracking, you know, on Youtubelink backs to the site and traffic that we're referring through tracking codes and thingslike that. Got It. We do look specifically dive into the Youtube metricsto see, you know, organically,...

...how are we doing to drive thattraffic? Got It. But yeah, as far as platforms, Youtube andgood yarder it. Love it. I this has been this has been incredibleright A. I just love the love the creativity that you guys are comployingwith these videos. I think that there's a massive lesson learned in that thatthis idea of you know, you're selling to humans and if you want toengage humans, regardless of whether it's be to be or BTC, you needto you need to get creative in in the content that you're putting in frontof them, and I think you guys have nailed that. If there's somebodylistening that wants to stay connected with you or they want to learn more aboutsolar wins, what's the best way for them to go about doing that?You can follow me on twitter at Renee Lego, on Youtube or Sloan's ink, and on the web it's Solo winscom love it awesome, Erne. Willthank you so much for your time today. This has been fantastic, so Ireally appreciate it. Thanks. To...

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