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Cisco Social Top Tasks
 

Cisco Social Top Tasks

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Learn how the Cisco Global Social Media Team worked closely with Gerry McGovern from Customer Carewords to run a top tasks study to understand the tasks visitors want to accomplish on Cisco social ...

Learn how the Cisco Global Social Media Team worked closely with Gerry McGovern from Customer Carewords to run a top tasks study to understand the tasks visitors want to accomplish on Cisco social channels. This methodology leverages a unique scoring technique enabling visitors to tell you in precise, statistical terms their top tasks when they arrive at your social channel.

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  • Join Cisco and Customer Carewords on April 23, 2013 at an online event discussing this study in more detail. Learn more and register at - cs.co/SocialTopTasks
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  • Driver #2: Empowered users. The automobile buying example. Our customers are looking for information related to our brand, industry, products long before they pick up a phone to call a sales person.[Stats should support the idea that users are searching, talking about, reviewing & requesting information about Cisco and our industry/product/solutions and that trust has shifted to people. ====for instance: Do we have keyword search data for the web, for mobile (including Siri/Google Voice Search), social search; do we have indicators on highest trafficked areas where our target audience is looking/engaging to learn about Cisco and/or industry/products/solutions – industry focused websites/blogs/online journals, Quora/LinkedIn, …]Included below are some key campaign stats - -- 3 Billion Digital advertising impressions annually-- 6.7 Million Digital advertising clicks annually to Cisco.com-- 204 Million Paid Search impressions annually-- 1.3 Million Paid Search clicks annually to Cisco.com-- 1.1 Billion TV advertising impressions annually-- 75 Print advertising insertions annually Note: Above stats aggregate impressions/ clicks/ insertions for our brand and non-brand advertising campaigns. Linked in Inbox unit that ran on 1/26-- 140K C-Suite recipients (Company size: 250+)-- 10.72% open rate at the end of first 2 weeks“One of things that we have learned about the buying cycle in the social media era is that prospects contact a sales rep after 60% of the cycle is complete. This means that a company no longer contacts you for general information, but they seek it out themselves from the web, including social media platforms. This makes a social media presence an important part of reaching prospects. Your B2B company needs to demonstrate expertise by sharing valuable information to be included in the consideration phase of the buying cycle. This is no longer a linear process and there are many stops along the way”Read more: http://socialmediab2b.com/2012/01/b2b-social-media-buying-landscape/#ixzz1mLIBl4vOOur response to this shift: The way we are thinking and aligning strategy is to develop strategies that involve social conversations with ultimate mobility on global scale. We must evolve our approach to digital engagement on a global scale. We must rally Cisco around a common vision, strategy and measurement framework in order to provide a best-in-class experience for our audience.

Cisco Social Top Tasks Cisco Social Top Tasks Presentation Transcript

  • Social Media Top TasksIn partnership with customercarewords.comCisco Global Social MediaApril 2013© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
  • Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
  • 240m 4.2m 3m 3m annual visits social reach mobile web customer app to Cisco.com visitors Downloads* (6x YoY) 73m 2m organic search social media referrals mentions 1.3m 1.4m paid search social referrers click-throughs to Cisco.com 2% 55% 91% 341% Cisco.com Social Reach Mobile Phones Tablets Source: Cisco SiteCatalyst & other internal metrics.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • B2B buyers areengaging on socialmedia and connectingwith Cisco…but why?© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • Partneringwith CustomerCarewords,we conducteda “Top Tasks”study to findout. Top Tasks – The most important tasks that your website or social media visitors are trying to accomplish.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • The top task methodology is a unique scoring technique enabling visitors to tell us in precise, statistical terms their top tasks. Typically, this is used for websites, but in our case, we applied it to our Cisco-owned social media pages. http://www.customercarewords.com/what-it-is.html© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • http://www.customercarewords.com/how-it-works.html© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • To make sure the results was statistically significant, we madesure to have a sample size of over 400 responses.• Valid Responses: 461• Period of Poll: July 31, 2012 to September 26, 2012• Social Platforms Analyzed: • Facebook (facebook.com/cisco) • Twitter (@ciscosystems) • Cisco Communities (communities.cisco.com)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • Network 35 design (best prac… Configuration, installati… 1. Network design (best practices, Top 25% Training peer recommendations) Events (webcasts, 2. Configuration, installation, set- seminar… 26-50% up, deployment Certification (requiremen… 3. Training 51-75% 4. Events (webcasts, seminars,DBSCHEMA Cisco Live) 5. Certification (requirements, 15 7 renewal, status) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • Research is an important part of the work we do because it informs our strategy. Here’s how you can leverage the top tasks research: • Define your business objective • Create your social media strategy • Understand what top tasks your social channel should focus on • Align your communication strategy with your users’ top tasks • Measure how well your visitors can complete their tasks© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • Thank you.