Demand Generation Case Study for Cisco India

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Insightful Case study on how how Cisco India Leveraged Social Media Platforms for a 360 Degree engagement
with TDMs, BDMs and CTOs

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  • Demand Generation Case Study for Cisco India

    1. 1. Case Study on how ADG built, engaged and retained aTech community of 60,000+ TDMs and BDMs on SocialMedia Platforms for Cisco India.Submitted by :Allied Digital Groupwww.adgonline.inTel. No. : +91-129-4107527,4116536
    2. 2. SYNOPSIS Integration of the About Power network architecture What was the Market ADG of Impact Social Media How Cisco India Leveraged Social Media Platforms for a 360 Degree engagement with TDMs, BDMs and CTOs
    3. 3. WHO ARE WE ?Pioneer in Digital Media Marketing and Innovations.Core competency : Lead Gen and Demand Gen Programs,Display Innovations, Social Media, Applications, Mobileand Search MarketingClientele Genre : B2B and B2CADGs Motive: To improve your Business, whether it is Brand building orincreasing salesGeographic Presence :HQ : DelhiBranch Offices: Chandigarh, Mumbai and Bermingham
    4. 4. THE POWER OF SOCIAL MEDIA
    5. 5. Consumers are no longerpassive…….. They are active producers
    6. 6. CASE STUDY ON 360 DegreeSOCIAL MEDIA ENGAGEMENT FOR CISCO INDIA
    7. 7. Cisco gave us a herculean task oftargeting TDMs ( TechnologyDecision Makers) and BDMs( Business Decision Makers) andbuilding Brand presence andcommunity for Cisco India on SocialMedia Platforms “And we took the challenge”
    8. 8. Journey began on April 4th 2011
    9. 9. WHAT WE DID?Introduced Cisco Social Media Program on Facebook,LinkedIn and Twitter.Partner Messages and mail shots to spread awarenessWeb events catering different expertiseViral engagement – Targeting the Cisco communityCreative content display with Call to actionMeasurement of Engagement / Interest LevelScore wise segmentation of the Active CommunityRewards and Recognitions
    10. 10. How we did it ?InceptInviteEngageRetainListen
    11. 11. PRODUCT GROUPSDATA CENTER AND VIRTUALIZATIONBORDERLESS NETWORKS The Mission wasCOLLABORATION to build a very niche communityTARGET SEGMENT of the mentioned target Segment.CTOs Non Cisco, NonIT HEADS Students etc.TDMsBDMsTechnology Purchase Decision Makers
    12. 12. GUAGE METRICS: What were Cisco’s expectations ?MONTHLY ACTIVE USERS% FEEDBACK ON ALL POSTS : 0.9%-1%POST VIEWS AND POST FEEDBACK : 40-45% OFOVERALL FANBASERETWEET RATIO : 50%KLOUT SCORE: 45+
    13. 13. Integrated the 4 Pillars for Cisco India Cisco India Cisco Social Cisco Cisco Media Social Ambassador Interaction Connected Media Program Network Government Presence
    14. 14. INNOVATIVENESS
    15. 15. Demand Generation through Innovative and Engaging contests
    16. 16. We tightly integrated the offlineactivities for Cable Digitization by Cisco
    17. 17. HOSTED MICROSITE INTERFACELEADING TO CISCO INDIA WEBSITE Create traction for fans by embedding an interactive Cisco India Video on the Page
    18. 18. Created an Engagement Page for Cisco IndiaCreated a new Tab (A user lands on Engaging with this Engagement users throughPage when he likes contest and Cisco India ) promotions
    19. 19. Pre Curtain Raiser and Event Coverage
    20. 20. Lead Generation through Sweespstakes and Wildfire Applications Incentivized Like page to attract maximum eyeballs
    21. 21. Lead Generation form to convert prospectcustomers to potential buyersWe captured whopping 300+ Leads from EnterpriseAudience and IT Purchase decision makers in a spam of 30 Days
    22. 22. Niche Targeting via LinkedIn This can be join Group/ Community/ Event/ Page Invitation sent directly to user’s inbox
    23. 23. CISCO INTERACTION NETWORKFEW INTERACTIVE AND EFFECTIVE HIGHLIGHTS:LIVE STREAMINGAPPLICATION INTERFACE: MONKEY SURVEY, SWEEPSTAKES, WILDFIRE, NORTH SOCIAL etc.SMO/SOCIAL BOOKMARKING FOR MANUAL PROMOTIONNPS SCORE REVIEWLEAD GEN PROGRAMMES
    24. 24. Automated RSS/ Atom Feeds For all the recent Press Notes, How to Videos, Features or Articles by Jimmy Ray Purser; we can create an RSS Graffiti
    25. 25. INTERACTIVE USER INTERFACE
    26. 26. SWEEPSTAKESAPPLICATION FORLEAD GENERATION
    27. 27. THE SOCIAL IMPACT
    28. 28. Cisco India reach on twitter Cisco India global influence score: 675 Fan following consistently increasing on Twitter Network
    29. 29. Engagement and OutreachInteraction and Engagement Cisco India is followed by on Twitter Network 1600+ IT professionals and 481 links have been shared in the Twitter community
    30. 30. Customer Testimonials or Success Stories RAVE REVIEWS FROM CISCO CUSTOMERS
    31. 31. Cisco Captive Audience Split; on the basis of HRProgram initiative through Social Media Channels Champions Enthusiasts Onlookers Laggards On the basis of Cisco Social Media Ambassador Activity initiated for niche community of Cisco employees in India, monitoring their activity and engagement and knowledge on Social Media
    32. 32. PROCESSINTER-OPERATIBILITY
    33. 33. We integrated the 4 Pillars through Social Network and Worked‘Hand in Hand’
    34. 34. CISCO SOCIAL MEDIAAMBASSADOR PROGRAMMECisco Cisco We assimilated the HR objective through Cisco Loyalist Badge
    35. 35. PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS ANDINTEGARTING LIVE EVENTS Live Events Included the links of Facebook event page and twitter handle within these mailers.
    36. 36. Blogging Contest A mini-website whichfor Cisco Enthusiasts covered pillar to post info. On Cisco Social Ambassador Program Microsite of Social Ambassador Club This worked as a fair medium to engage usersand also monitor their involvement as per their expertise areas.
    37. 37. Social Index (Events on Flicker) : Cisco Connected Government Initiatives Cisco IndiaIntegrating Offline participation inEvent through Live Government Projects Stream Coverage
    38. 38. Social Index : Cisco Connected Government Initiatives We Live streamed off ground Technical Demos by Cisco
    39. 39. Corporate Social Responsibility Integrating Cisco CSR Projects with Social Media Networks
    40. 40. Live Training Rev-Up and more…• Invited Cisco team to join Cisco India, Cisco Connected Govt. & CIN Facebook pages.• Floated Poll Questions on the basis of Live Trainings held• Quizzes and random questions from the online trainings• “How To” articles from different expertise areas• Personalized messages seeking Feedback on the trainings in order to receive accurate responses.• Group Discussions in the Cisco C Club/ sub-groups relevant to Cisco architectures• Floated Tweet-a-thon of #tags on the basis of key topics discussed in the live trainings
    41. 41. MARKET IMPACT
    42. 42. Human Face to Cisco PSU Segment
    43. 43. Market Impact for the brand Cisco in India through Social Media Platform The statistics have been received through NPS Score, Survey applications, Social Media Applications and Google Analytics
    44. 44. Despite a refined category of product and a very niche set of Target Audience, we are growing, sustaining , engaging and listening….
    45. 45. SUSTAINENCE ON THE WEB
    46. 46. We are growing and sustaining …..We were awarded as anAPAC centric agencyA community of Approximately65,000 on Social Media PlatformsWho connect, converse and we listen
    47. 47. Tools Used
    48. 48. WHAT WAS THEROI FOR THEBRAND?
    49. 49. WHAT WE ACHIEVED?• On the basis of Social Listening tools, Cisco India Social Media presence is amongst the top B2B Digital Landscape in India• A refined Community of Approximately 60,000 CTOs, IT Heads, TDMs and BDMs on Facebook, LinkedIn, Twitter and YouTube• Head to head progression with Cisco’s Global Presence• India has been applauded in APAC for the Social Media initiative. Our performances have the lead the way for other regions to follow• Increased SOV for products and Solutions of Cisco India on the web• Social Media has hogged the limelight and has been practically focused upon for all the Cisco India internal employee
    50. 50. THANK YOU 

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