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Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation

Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation

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  • These trends impact all of us. Change is inevitable and we have a choice: are we going to take advantage of these opportunities (active approach) or let change happen to us (passive approach)?
  • Thought Leadership:Dave Evans leading thought leadership via blog series up to launchJohn Chambers’ feature blog on day of launchAlso integrated with the landing hub experienceStories of Transformation:Globally relevant content that is highly sharable due to content quality as well as ease of sharing (i.e. embedded social sharing functionality)Variety of asset types: videos, blogs, infographics, motion graphic, interactive social media deliverables, etcEmployee Social Activation:On-going social training and executive social media reverse mentoring program help increase number of employees engaging in social media on Cisco’s behalfSocial activations designed for employees with easy “share” functionality in external social media to help tell the story through our employees and give the brand “human voices”Driving Advocacy:An opportunity to mobilize our customer and partners to stand up for Cisco and share our storyUsing gamification to encourage engagement and reward behaviors and crowdsourcing to uncover new ideas and seek opinionsBuilding and nurturing these relationships with Cisco “brand defenders” is a long-term effort
  • “With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.”Media convergence provides versatile engagement opportunities, hence extending the life and reach of our #IoE story
  • Optimize content quantity & quality: top 10 assets drove 87% of all actions on landing site (web visitors)Create compelling content: use simple words to explain concepts, show value to reader, use facts & data. Create a connections with the audience through emotions and/or evidence Think mobile: mobile is an integral part of the experienceUse visuals: infographics, mini infographics, quick & easy-to-digest deliver formatsBring your story to life via interactivity: let people play & experience (a part of) the storyMake it easy to share: share CTAs, share buttons, embed options in visible places, opportunities to quickly share without having to search for share optionsIntegrate with other things to provide versatile experiences: integration with blogs – videos, slides, etcRepurpose & recycle: reuse old content, maybe in a new contextEncourage others to participate: your employees, influencers, advocates to help tell your story in their own authentic ways
  • The modern customer journey extends beyond point of sale. Digital increasingly critical throughout the purchase process, and savvy buyers are leveraging post-sale communities to assess long-term customer experience and satisfaction.
  • We asked our advocates to send us questions they would like Dave Evans, Cisco Chief Futurist to answer. Dave answered 5 questions in personalized video messages and personally tweeted them back to each advocate. The advocates were excited and shared these responses with their followers. There are additional follow-up activities coming to continue the conversation so stay tuned for more details on this program…as of July 9, 2013.
  • We asked our advocates to send us questions they would like Dave Evans, Cisco Chief Futurist to answer. Dave answered 5 questions in personalized video messages and personally tweeted them back to each advocate. The advocates were excited and shared these responses with their followers. There are additional follow-up activities coming to continue the conversation so stay tuned for more details on this program…as of July 9, 2013.
  • 1) Determine your objectives2) Build your strategy & tactics3) Metrics/KPIs that you will track change over time
  • Objective: use the viral impact of a Cisco YouTube video to initiate 2-way engagements with potential customers in a unique way and thereafter drive purchase for the ASR 9000Video is highly effective asset in breaking away from traditional marketing processes to increase 2-way dynamic between Cisco and customersHere, social media was used to drive sales metric vs. just being an awareness platformChallenges, games, and contests are innovative and fun ways to engage customersAwards:Winner Best Use of Viral Video  – B2B Magazine, 2011Winner People's Choice Award – B2B Magazine, 2011Process: offer users a live demo to experience the functionality of the ASR 9000 themselves by creating a teaser video that would drive users to arrange for an interactive demo experience with the Cisco account teamTeaser video was used as a marketing effort that challenged users to use a remote controlled arm (“Robot Arm”) to pull out the route switch processor card from the ASR 9000 and try to disrupt the streaming video Interested users sent to website to sign up and then be contacted by Cisco team member who gave users the demo (designed so that ASR 9000 would always beat the “Robot Arm” being controlled by the users) Result: this demo served as a catalyst to begin in-depth technical conversations that eventually influenced over $80M in ASR 9000 sales (as of July 2011)Video wasn’t viral in terms of getting many views, but it had “viral impact” by hitting specific target audience of SPs to increase purchasesVideo won “Best Use of Viral Video” and “People’s Choice Award” in B2B MagazineResources:“Cisco ASR 9000 Test Drive (Robot Arm) Deep Dive” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-84118439.pptx“Cisco ASR 9000 ‘Robot Arm’ Test Drive and iPv6” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-72818444.pptx“Mini Case on Lead and Revenue Generation in Social Media” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=121107003&name=DLFE-82318404.pptx“Cisco ASR 9000 ‘Robot Arm’ and iPv6” presentation WebEx Replay Link: https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=MC&rID=52304797&rKey=d71c694354515eb7 (56min) “Cisco ASR 9000” blog post: http://blogs.cisco.com/tag/asr-9000/page/4/“Cisco Viral Video Campaign Drums Up $80M in Sales Opportunities” blog post: http://blogs.cisco.com/socialmedia/cisco-viral-video-campaign-drums-up-80m-in-sales-opportunities/

Social Media: Driving Business Impact (Part 2 of 2) Social Media: Driving Business Impact (Part 2 of 2) Presentation Transcript

  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.© 2010 Cisco and/or its affiliates. All rights reserved. Petra Neiger Global Digital & Social Media Marketing @petra1400 Part 2 of 2
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Brands must effectively navigate a multichannel world to interact with customers Real-time Global Conversations Storytelling Brands need to be prepared to listen & respond to customers online 24x7 Brands must become content publishers to engage customers online & inspire new ones Converged Media Empowered Customers & Employees Brands can activate customers, partners and employees who voice their opinions online in many ways
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Stage 1 Traditional Stage 3 Operational Stage 5 Fully EngagedStage 4 Measurable Stage 2 Experimental Independent channels serve largely as push vehicles and have no cohesive strategy. Measurement isolated to individual platforms and is not used to drive improvement. Initial connections between traditional web, social and mobile surface. Channels lack common content, listening or measurement strategies. Audience experience increasingly convoluted. Platform-for- purpose approach where each channel serves a specific role in the engagement funnel. The audience experience is consistent and intuitive. Digital stewardship spans the business. A common measurement framework spans online channels and demonstrates quantitative impact. Investment mix recalibrated based on business impact and priorities as opposed to emotions. A cohesive end-to- end audience experience purpose- built with the customer in mind. A 360-degree view of the customer enables predictive engagement tactics. Marketing organizations are quick to refine tactics based on real-time intelligence Slide credit: Ant’s Eye View
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 Intelligence • Listen with ABCs and 123s • Create a listening liaison network • Make insights-driven decisions • Automate processes & workflows • Is the foundation for social CRM & selling Engagement • Focus on the 5 Ws • Integrate social into everything • Collaborate globally • Activate your network • Provide triggers to continue journey Advocacy • Build long-lasting relationships to create loyalty • Use loyalty as the foundation to drive advocacy • Nurture relationships with your advocates Measurement • Benchmark and track progress • Automate integrated dashboards • Celebrate success • Reevaluate and adjust your approach based on results Enablement: Global Strategy, Consulting & Training Governance & Crisis Management | Training & Certification | Strategy & Consultation | Social Ambassadors http://cs.co/CiscoSMPlaybook
  • Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 5
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Help! Feedback Leads Advocate! Rant! Create a physical listening center – use a real- time, visual engagement platform to understand & participate in conversations Customize & scale data outputs – offer flexibility to target different audiences, e.g., CXOs around earning announcement time, segment-specific conversations, advocate & detractor monitoring, etc Make it “mobile” – operationalize & replicate at events, customer briefing centers, etc Use listening insights to inform your strategy – lead with listening to seed market activities, integrate with CRM, social selling, etc 4 3 2 1
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 Phase 3: Customize & Scale • Customize Data • Training • Partners & Competitors Phase 1: Prove Concept • Display Conversations Outside CXO’s Office • Show Successes Phase 2: Quick Start • Build Physical Center - Internal • Staff the Operation • Build Processes Phase 4: Operationalize • In Briefing Centers • Desktop Implementation • Virtual Centers
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8 Ambush Marketing Crisis Management Sentiment Monitoring 1 2 3 • • • Overview
  • EBC Social Media Listening Center October 24th, 2012 459 #CiscoListens Analysts and Influencers 368 Viewers Steve Farnsworth, Steveology Blog Ted Sapountzis, Social Media Today Christopher Kim, SAP • Showcases Cisco’s ability to enable customer collaboration in the cloud • Cisco innovative leader in the internet and using social listening to connect with customers • Catalyst to move from a listening enterprise to a fully engaged enterprise and drives change management and executive support • Provides “outside in” customer intelligence and insights, connected to customers through social media Jeanette Gibson demo’s Industry Landscape screen for Jeremiah Owyang David Alston and Syed Hoda Charlie Treadwell live demo Blair Christie, Cisco CMO Shel Holtz @shelholtz Hobson & Holtz Report Jeremiah Owyang @jowyang Altimeter Group
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Dee: Yes. And I Apologize for the late response. We've learned that you have an interest in getting a switch. How can we help you further on this? David Lydon: Networking isn't my forte- I know just enough to be dangerous. I've got three switches at least in my environment already and I'm adding another. […full transcript omitted…] Dee: Since you are not experiencing problems as of the moment, I think the SG200 would be suitable for you. This switch will create a new group outside of your current setup David Lydon: Yeah, we'll likely just order it form Newegg. David Lydon: Thanks for your help Dee. Click-to-ChatDee: hi ! David Lydon: Hello Dee, I see you already know who I am. David Lydon @Dlydon @CiscoSystems Can you help me select a switch? I just had an irritating experience with your site’s sales chat operator. @ @dlydon Apologies for the late reply. Please click the link for us to chat so we can help you get the right product. bit.ly/10Jq7xe Cisco Social @ciscosocial
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 12
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 4 3 2 1 Make the customer journey effortless – make it easy for people to learn more & connect, keep the dialog going in a variety of different ways – mobile, online, offline Keep it real – …as in real time…use instant insights to engage quickly, take advantage of unplanned opportunities Engage your executives – partner with your executives to take an active role in social media Activate your eco-system – enable & encourage your community: employees, customers, advocates & influencers to tell your story Help build your customer’s brand – give the spotlight to your customers, let them shine Curate & repurpose UGC – search for & promote relevant non-branded stories 5 6
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 Social-Enabled Multi-Platform Global Web Experience Social Media Paid Media Desktop, tablet and mobile phone viewing Listening informing strategy, creating sharable content & experiences Paid on- & offline media integration with digital & social experiences Eco-System Activation Encouraging & facilitating participation by employees, influencers and Cisco aficionados ALWAYS-ON CONNECTED EXPERIENCES TAKE CUSTOMERS ON A JOURNEY Cisco Champion #IoE = #InternetofEverything 2013 BMA B2 Awards 2013 ie Digital Innovation Awards 2013 IAB MIXX Finalist (winner TBA)
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 Seed Lead Foster Grow EXTERNALEMPLOYEE DRIVEN content content sidebar/visualizatio n footer/creative #CiscoEmp driven Launch Day
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Image source: Altimeter Group Cisco Champion  Curate  Create  Connect ..across channels
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 1. Optimize content quantity & frequency 2. Create compelling content 4. Use visuals 5. Make it interactive 6. Make it easy to share 8. Repurpose & recycle 3. Think SO-MO-GLO-LO 7. Integrate with other experiences Video Blog Infographic Other 9. Encourage others to participate
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 0 2.0K 4.0K 6.0K 8.0K 10.0K 12.0K 14.0K 16.0K TotalEngagementonBrandPosts Shares Comments Likes Engagement Program Begins IOE Economy (some paid promotion) Valentines’ Day Fan-contributed image – cable job www.facebook.com/cisco
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20 Must have one Optimized for search Interesting Locally relevant Easy to share Bite-sized content
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 CUSTOMERS & PARTNERS: Engaging in dialogueEMPLOYEES: Content creation INFLUENCERS: Participating in online activities ADVOCATES: Storytelling through their eyes & initiating discussions Source: Radian6 Driving IoE Conversation 0 500 1000 1/1/13 1/8/13 1/15… 1/22… 1/29… 2/5/13 2/12… 2/19… Total #WhyIoE
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Cisco Canada Leads with local bi-lingual content, engages local executives as social brand evangelists and thought leaders, resulting in 1.5M+ total social reach and 1.6K+ total social engagements in about 2.5 months. Cisco China Activates employees, customers, partners and influencers to create user- generated content and conversations, reaching 9.5M Weibo users in under 2 months. Cisco India Capitalizing on 150M mobile Internet users in India, 72% of which now see mobile as a primary or exclusive means of going online, Cisco India takes the campaign mobile…for the first time. Weibo Hot Tweet : IoE
  • Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 23
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 Advocacy is all about amplification – it’s much more, it’s about building & nurturing relationships, engaging with them in unique & exclusive ways Social advocacy is only online – advocates are advocates whether they’re online or offline, we must nurture these relationships in both worlds Advocacy is a number’s game – it’s about passion, interest and engagement Advocates will do what we tell them – advocates have free will & choices, you can partner with them and make suggestions but they will do what they want Advocacy is instant – advocacy is a journey, a process of making a brand as part of someone’s identity It will be an easy ride – setting a program up takes time & resources, maintaining a nurturing program takes even more time & resources Advocates will always be advocates – things change, people’s circumstances & interests change 4 3 2 1 5 6 7
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25 An influencer is someone who actively shares their opinions, passions and expertise through their (large) personal and professional networks. = BRAND AMPLIFIERS & ACCELERATORS An advocate is someone who proactively defends, promotes and participates in the public conversation for a particular brand, product, service or cause. = BRAND DEFENDERS Definition Source: AEV
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26 Awareness “I Like You” Engagement "I Love You” Significance “I Recommend You” Advocacy “I Defend You”
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27 Connectors Amplifies conversations and Word of Mouth Critics Provides feedback, ideas and insights Creators Answers questions, creates new content Collectors Organizes, tags, rates, ra nks and moderates
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28 Extending Reach via Advocate’s NetworkAlways-On Listening for Actionable Insights Contributing Content & Conversations Participating in Project Design & Definition Sessions
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  • Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 31
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32 Create an analytics center of excellence – work towards integrated reporting & measurement consistency across company Keep measurement “always on” – measure first to improve, second to report; measure in real time Create user-friendly, interactive dashboards – use data to tell your story, make it easy for people to understand & customize for their needs Combine qual & quant results – look at quantitative & qualitative results together to understand true impact Use funnel-based measurement – look at your KPIs & results in terms of the customer journey impact Let go of expectations – experiment, make decisions based on insights rather than ego 4 3 2 1 5 6
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33 TACTICS • Content Creation Blogs, video, Facebook • Content Propagation Bookmarking, syndication, T witter • Engagement Participate in blogs, forums, communities, et c. • Product Reviews 3rd-party sites, owned sites • Community Customer participation, user- requested features/content • Advocacy Audience speaking positively on your behalf CUSTOMER SATISFACTION & LOYALTY RELEVANCE & TRUST CONSIDERATION LEADS METRICS • Increase in mentions • Share of voice • Content views/shares • Positive sentiment • Share of voice • # of engagements • Response rate • Positive reviews • Increase in participation • # of visitors/members • # of advocates • Referrals • Resolution rate OBJECTIVES
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34 •Number of people who have seen the post Reach/Impressions •Click-through of post on call to actionClicks •Number of clicks on the link that contained the key code. Collected from the Global Registration system. Key Code Click-Through •Number of open/views of the registration form. Collected from the Global Registration system. Form Initiated •Number of forms where submit button was clicked and the transaction was completed. This is upon Load/View of the Thank You/ Confirmation page. Collected from the Global Registration system. Form Completed •Number of people who voluntarily opt in to receiving future contact from Cisco. Effective Opt-In •Number of recipients who respond to follow-up email. Registrants/Unique Responders •Recipients of a follow-up email who respond the first. First Responders •Number of names captured during contact for future Cisco sales purposes. Net-New Names Social Channel Metrics FormMetricsContactMetrics
  • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35 • Video to pique interest in demo • Demo served as a catalyst to begin in-depth technical conversations that influenced over $80M in ASR 9000 sales • Video views tied directly to purhcase, not just awareness • Awards Winner Best Use of Viral Video – B2B Magazine, 2011 Winner People's Choice Award – B2B Magazine, 2011 Ad Impressions (Awareness) Video Views (Consideration) Demos (Response) Result (Purchase) 210 qualified leads $80M+ influenced sales
  • Cisco Confidential 36© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Social Hub: http://socialmedia.cisco.com Cisco Digital and Social Blog: http://blogs.cisco.com/category/socialmedia Cisco Social Media Training: http://cs.co/SocialMediaTraining
  • Thank you.Thank you.