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Operationalizing a B-to-B Social Media Center of Excellence
 

Operationalizing a B-to-B Social Media Center of Excellence

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A three-page excerpt from Growth Team Membership's 17-page Best Practice Guidebook on B-to-B social media excellence.

A three-page excerpt from Growth Team Membership's 17-page Best Practice Guidebook on B-to-B social media excellence.

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    Operationalizing a B-to-B Social Media Center of Excellence Operationalizing a B-to-B Social Media Center of Excellence Presentation Transcript

    • growth team m e m b e r s h i p™A three-page excerpt from our 17-page Best Practice Guidebook:Operationalizing a B-to-B Social MediaCenter of ExcellenceThe contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.
    • growth team m e m b e r s h i p™ 1Best Practice GuidebookOperationalizing a B-to-B Social Media Center of Excellence guidebook summary Firm: Cisco Systems, Inc. Industry: Computer networking, hosting, and communication device manufacturing Headquarters: San Jose, California, United States Geographic Footprint: Global Ownership: Public Revenue (2010): $40.0 billion USD Problem: Business Results: Cisco Corporate Marketing realizes that social media is being used • A centralized resource to support the development of social media in disparate ways by business units and individuals. Cisco needs a practitioners centralized resource to provide oversight, advice, and training to social • A companywide listening and measurement methodology media practitioners companywide. Resources Required: Solution: • Full-time social media leaders assigned to Listening, Planning, Cisco Corporate Marketing establishes a dedicated social media team, Engaging, and Measuring which in turn creates a Social Media Center of Excellence to: • Vendors to support listening and engagement activities • Serve as a companywide resource for best practices in social media Applicability of Best Practice to Executive Functions: • Promote social media capabilities in listening, planning, engaging, and measuring Function Applicability • Standardize social media practices and standards across the company Marketing • Provide infrastructure and tools for social media engagement CEO/LeadershipThe contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.
    • growth team m e m b e r s h i p™ best practice guidebook 2 Cisco Corporate Marketing develops and implements a companywide social media Center of Excellence Steps to Create a Social Media Center of Excellence Evaluate the Social Establish Operationalize the Center of Excellence Media Landscape Centralized Team LISTEN PLAN ENGAGE MEASURE Objective Objective Objective Objective Objective Objective Baseline current Secure buy-in for a Improve practitioners’ Provide an array of Create ongoing and high Provide a flexible social media activity centralized team and ability to listen to planning guidance levels of engagement measurement undertaken by Cisco define its roles and customers through spanning foundational through tools, framework that allows employees to identify responsibilities social media channels knowledge to live best infrastructure, and best practitioners to meet areas for improvement practice-sharing practices campaign goals Activities Activities Activities Activities Activities Activities • Audit existing • Present a business • Evaluate listening • Assess tools needed • Embed engagement • Develop Social social media activity case for the initiative needs by by practitioners best practices Media Measurement grouped by: to the Chief practitioner and • Create tools and • Provide needed Framework - Audience Marketing Officer program templates infrastructure (e.g., • Identify key - Business Purpose • Conduct Vision, • Promote benefits of • Conduct training corporate blogs, performance - Maturity Phase Strategy, Execution, listening and enablement communities) indicators and tools Metrics (VSEM) • Embed listening best programs • Document findings workshop practices • Prioritize strategies • Compile all listening identified during the vendors in use VSEM workshop Outcomes Outcomes Outcomes Outcomes Outcomes Outcomes • Comprehensive view • Approval for • Consolidated set of • Social media training • Adoption of • Measurement of social media usage centralized team listening vendors and certification engagement framework within Cisco • Center of Excellence • Continued listening program strategies • Identification of (CoE) structure progression by • Social Media Policy, improvement areas • Short-and-long term practitioners Guidelines, and FAQ plans for the teamThe contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved. Source: Cisco Systems, Inc.; Growth Team Membership™ research.
    • growth team m e m b e r s h i p™ Evaluate the Social best practice guidebook 3 Media Landscape key takeaway: Baseline existing social media activity to identify areas for improvement Cisco uses a structured framework to audit social media activity companywide and highlight opportunities for improvement Social Media Activity Audit Objectives • Identify all Cisco-branded social media outlets • Evaluate effectiveness of social media activities • Identify social media practitioners Audit Focus Areas Target Audience Business Purpose Stage of Community Development Social Media (Specify the audience) (Specify sales cycle stage) (Specify the maturity level) Platform • Customer—Enterprise, Corporate, Small Business Sales Cycle Stage—Pre-Sales; Sales; • Awareness-Building • Partners Post-Sales • Growth • Internal • Self-Sustaining Communities/Forums Enterprise Post Sales Self-Sustaining Cisco Netpro Support Community Blogs Customers, Partners Pre-Sales Awareness-Building Cisco Learning Network Wikis Customers, Partners Post-Sales Self-Sustaining Cisco Developer Community Wiki Facebook pages Small Business Sales Growth Cisco Digital Cribs Cisco YouTube channels Small Business Post Sales Awareness-Building Cisco Small Business Community Twitter handles Customers, Partners, Internal Post Sales Growth Cisco Insights Findings: Improvement Categories Governance/Stewardship Branding Campaign Execution • Establish social media policy and governance • Reduce the number of social media outlets • Consolidate tools and vendors currently in use • Establish training and certification program for • Create consistent customer and partner • Dedicate a centralized resource to improve social practitioners experiences (i.e., speak with one Cisco voice) media performance companywide • Focus on advancing four key social media capabilities: listening, planning, engaging, and measuringThe contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved. Source: Cisco Systems, Inc.; Growth Team Membership™ research.
    • growth team m e m b e r s h i p™ Please contact us to learn how to access the full Best Practice Guidebook or for information on Growth Team Membership.™ Email us GTMresearch@frost.com Visit us online www.gtm.frost.comThe contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.