Digital Demand Gen Case Study for Cisco India
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Digital Demand Gen Case Study for Cisco India

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The Case Study Elaborates HOW ADG BUILT A LOYALIST COMMUNITY AND INCEPTED A DIGITAL DEMAND GEN FUNNEL FOR CISCO INDIA ON THE WORLD WIDE WEB

The Case Study Elaborates HOW ADG BUILT A LOYALIST COMMUNITY AND INCEPTED A DIGITAL DEMAND GEN FUNNEL FOR CISCO INDIA ON THE WORLD WIDE WEB

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Digital Demand Gen Case Study for Cisco India Digital Demand Gen Case Study for Cisco India Presentation Transcript

  • CASE STUDY ON HOW ADG BUILT A LOYALIST COMMUNITY AND INCEPTED A DIGITAL DEMAND GEN FUNNEL FOR CISCO INDIA ON THE WORLD WIDE WEB Presented by : Allied Digital Group www.adgonline.in
  • THE OBJECTIVE? TO BUILD SHARE OF VOICE AND SPEARHEAD PERFORMANCE LED CAMPAIGN TARGETING THE PRIME TECHNOLOGY PURCHASE DECISION MAKERS
  • SYNOPSIS CISCO INDIA : A PROGRAMMED JOURNEY HOW ADG INTERLINKED NICHE SELLING SKUs IN FOCUS DEMAND GEN AND VIRAL TACTICS SYNERGIZING OFFLINE AND ONLINE THE RETURNS AND DELIVERABLES
  • “Hi, I am looking at marketing arsenals to supplement sales” “Hi, A media mix that is also ROI Lead, Niche with No spill over. Is it possible?” “Synergizing Offline and Online…. Possible for a brand like Cisco?” “We want an ambassador Program for the Cisco Employee” THE EXPECTATION?
  • What
  • AND THE JOURNEY BEGAN……..
  • Positioned Cisco as the “Thought Leader in Networking and Technology as a domain” Benchmarking Process dynamics and data-sharing Leveraging Connected Themes Relentless focus on Demand Gen Programs and Programmatic Buying Insight Driven models The Ground Work? We took a Deep Dive to understand the behavior of Targeted Segment in question… And Conducted Offline and Online Surveys This included a lot of Understanding of the Market , the USP and Technology behind the Products
  • IDENTIFIED TOUCHPOINTS : CONCEIVED THE FOLLOWING PROGRAMS Referral Programs NICHE COMMUNITY SHARE OF VOICE CISCO SMB VIRTUAL MARKET PLACE : A Shift towards e-Commerce BRAND LISTENING ACROSS THE WEB CISCO SOCIAL MEDIA AMBASSADOR PROGRAM OCP CAMPAIGN : One of its kind campaign Leveraging Content to populate Cisco’s honor at Frost and Sullivan Awards ADDITIONAL CUP CAKES Social Coverage and Podcast for INTEROP 2012 broadcasting Jimmy Ray Purser’s Visit to India
  • THE OVERVIEW OF THESE TOUCHPOINTS
  • CISCO SMB VIRTUAL MARKET PLACE : A Shift towards e- Commerce
  • VIRTUAL MARKETPLACE FOR CISCO TARGETING SMBs A SHIFT TOWARDS E-COMMERCE http://smbmarketplace.cisco.com/
  • Acquired a Prospect base of 4000+ in a span of 3 Months. 200+ Leads in 30 Days
  • OCP CAMPAIGN : One of its kind campaign Leveraging Content to populate Cisco’s honor at Frost and Sullivan Awards
  • CREATING RIPPLES AROUND CISCO’S HONOUR AT FROST AND SULLIVAN AWARD
  • Our Recipe of Success Organic Content Population o All content-sharing platforms used to amplify the content organically o Capitalizing on the power of Video through YouTube • LinkedIn Sponsored Updates o Recently announced LinkedIn feature (August W2) enabling one to target better and promote your content effectively • Social Media Lever (Facebook, Youtube) o Creating visibility through paid ad module (both text and Video ads) o Focused on Facebook to leverage the 106K strong Cisco India Facebook Community 1 2 3
  • 100 Reads 169 Views 1970 users online Cisco India WebEx Page Targeted Page Number of Content Sharing Platforms Leveraged Number of Submissions Done Estimated Number of Views 8 256+ 1,738+ BANNERS ADS ARE BYGONE…!!WE LEVERAGED THE CONTENT”
  • BRAND LISTENING EXERCISE TO KNOW HOW IS CISCO BEING HEARD ON THE WEB
  • Tools Used
  • WE HEARD WHAT THE AUDIENCE WAS SAYING!! Cisco India Avaya India HP India Microsoft India
  • INSIGHTS ANALYTICS BY DELVING DEEP
  • Social Coverage and Podcast for INTEROP 2012 broadcasting Jimmy Ray Purser’s Visit to India
  • PRE CURTAIN RAISER CROWD SOURCED INNOVATION INTERACTIVE USER INTERFACE INTERLINKED WITH DEMAND GEN BACKEND
  • VIDEO STREAMING THROUGH FACEBOOK ACROSS 50 CITIES IN INDIA
  • SOCIAL MEDIA AMBASSADOR PROGRAM : PROCESS INTER-OPERATIBILITY
  • CISCO SOCIAL MEDIA AMBASSADOR PROGRAMME Cisco Cisco Engaged with the Internal Work Force Cisco Loyalist Badge TO CREATE SENSE OF BELONGINGNESS TOWARDS THE BRAND AND HONOUR CISCO WHIZ KID
  • Champions Enthusiasts Onlookers Laggards Cisco Captive Audience Split; on the basis of HR Program initiative through Social Media Channels 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
  • PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS AND INTEGARTING LIVE EVENTS Included the widgets and handles for increased response Live Events
  • Blogging Contest for Cisco Enthusiasts This worked as a fair medium to engage users and also monitor their involvement as per their expertise areas. A mini-website which covered pillar to post info. On Cisco Social Ambassador Program Microsite of Social Ambassador Club
  • THE CARROT APPROACH
  • APPLICATION VIRALS
  • Registrant enters his/her data & uploads the picture to enter contest Is he / she a relevant contact Send a ‘B’ category gift and a ‘Thank You’ mail Is he on FB/Twitter and a part of our follower list No Yes Invite him/her to become our follower and follow him/her No Send him the gift and Thank You mail Make a courtesy Thank You tele-call & get his DOB/DOA Put a process in place to send him bouquet on DOB/DOA Yes Is he a CXO Addition Invite him to C-club Yes No A SYSTEMATIC APPROACH Integration with other Social Channels
  • INTEGRATION TO GENERATE RESPONSE AND QUALIFIED LEADS TO GATHER NET NEW NAMES INTEGRATED WITH MONETIZATION ACTIVITY
  • CREATING SYNERGIES BETWEEN OFFLINE, WEB AND BRAND CALL OUTS
  • Cisco India participation in Government Projects Social Index (Events on Flicker) : Cisco Connected Government Initiatives Integrating Offline Event through Live Stream Coverage
  • Social Index : Cisco Connected Government Initiatives We Live streamed off ground Technical Demos by Cisco
  • BRAND CAMPAIGN INTEGRATION WITH DISPLAY
  • Corporate Social Responsibility Integrating Cisco CSR Projects with Social Media Networks
  • SOME MORE CUP CAKES THAT WE PUT IN CISCO’s WEB BASKET
  • PROGRAMMATIC MEDIA BUYING 0 500 1000 1500 2000 2500 Series1
  • CISCO BOOK CLUB ACTIVITY OUR STEP TOWARDS NURTURING
  • Demand Generation through Innovative and Engaging contests Over 3 Lac + Page views in a day 200+ Registration s in 5 Days Overwhelming Response!!!
  • 0% 10% 20% 30% 40% 50% 60% 70% Monthly Active Users Post Views + Post Feedback % feedback on all posts Target % % Achieved Insights: Monthly Active Users: 4114 (40%) % Post Feedback : 0.6-0.9% Post Views+ post feedback : 1063 (12%)
  • Create traction for fans by embedding an interactive Cisco India Video on the Page HOSTED MICROSITE INTERFACE LEADING TO CISCO INDIA WEBSITE
  • 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
  • THE IMPACT
  • • 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 1 Lac+ 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 WHAT WE ACHIEVED?
  • THANK YOU AND GO VIRAL WITH ADG 