Social Media: Organizing for Success (Part 1 of 2)

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Social media strategy and planning, enablement, listening & intelligence, engagement and measurement basics. Part 1 of a 2-part presentation

Social media strategy and planning, enablement, listening & intelligence, engagement and measurement basics. Part 1 of a 2-part presentation

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  • 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.
  • With regards to the digital asset performance, we think about 5 categories of digital assets that matter = content is top of mind, but really communities, data, tools, infrastructure are all various digital assets working for you The question is = how hard are these digital assets working for you in generating more sales and/or cost efficiencies?Sources:40% of business technology decision-makers indicate that support forums, discussion forums, and professional social networks influence them throughout their online journey (Forrester)B2b marketers believe social media is critical to organic search success. Marketers rate social media as the second-most important factor (64%) in search, behind only strong content (82%) (BtoB Magazine via Jeff Bullas)One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes (Social Media B2B via Jeff Bullas)82% of employees say they trust a company more when the CEO and leadership team communicate via social media (eMarketer)
  • GovernanceIWE page: http://iwe.cisco.com/html/index.html#url=/web/socialmedia/governance - please read this page, it will tell you who needs to know our policy, the fact it now must be accepted each year (this is new! So not only has this been integrated into COBC which also must be accepted each year, but now the social policy must be accepted each year as well as a standalone item). We are now able to track who has accepted (i.e., electronically signed) the social policy – I used myself as an example to illustrate what it looks like. Please use the attached screen shot and do not alter it. As you can see, parts of the description have been whited out.
  • Scale Business through Social Media: Cisco Support CommunityGeneral URL: https://supportforums.cisco.com/index.jspaShown above (expert corner section): https://supportforums.cisco.com/community/netpro/expert-corner#view=ask-the-experts
  • We need a complex ecosystem of people, teams and existing organizations like sales, and support to enable this ABC program at scale. We are not reinventing support, or TAC, we are integrating and extending across all social channels to ensure no customer voice goes unheard, but is also routed to the right team best suited to respond or use the information provide (i.e. product feedback or enhancement requests go to the product development team).
  • Was able to turn a negative post around into positive…
  • 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
  • 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/

Transcript

  • 1. © 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. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Petra Neiger Global Digital & Social Media Marketing @petra1400 Part 1 of 2
  • 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 88% Suggest that social channels are strong influencers during the decision process 60% Will use support forums and technical discussion groups to inform the purchase decision Customer Decision Journey Evaluate Consider Bond with the Cisco Brand Advocate Experience Buy Become Aware of a Cisco Offering “Loyalty Loop” Source: Ant‟s Eye View “Loyalty Loop”
  • 3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Buyer Center Touch Points Explore Unmask visitor Sense & engage Provide audience specific content & engagement triggers Engagement score alerts email “push” Opens email, visits company blog Calls to company rep Click to chat, virtual events, online activities Personalized offers and programs Seeks support, engages in online dialogue Call care FREE TRIAL Search Company Actions Buyer Journey vs. Company Actions This means…  Calling sales/customer service is not the first step  Multiple touch points are needed to facilitate buying cycle  Research process reaches beyond company‟s platforms  Brands have an opportunity to engage customers on third-party platforms
  • 4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 customers partners sales employees analysts etc
  • 5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 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
  • 6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Train and empower your employees and SMEs to scale your social efforts globally Lead from the top. Encourage your executives to participate in an open and transparent way Adopt an „always on‟ mindset to show commitment to ongoing conversations with your audience Make it easy to connect with your brand and SMEs by providing easy to navigate web and social experiences Create and share informative and interesting content to trigger and sustain conversations Be flexible and tailor your plan based on executive comfort level and target market considerations
  • 7. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 7
  • 8. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8 4 3 2 1 Create a policy – socialize it widely Train & educate – approach training from the bottom up as well as top down, create a safe learning environment Create a shared learning environment – identify your shining stars & make them part of the training process Evangelize – widely share successes with executives and other stakeholders
  • 9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 You are responsible Abide by the rules Add value Be mindful Be honest Be respectful Be yourself
  • 10. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10  Must know social media policy before engaging  Integrated into COBC and new hire processes  Must accept via e-signature  A required course in our social media certification program http://cs.co/CiscoSMPolicy
  • 11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Executive Track with Targeted Coursework and Reverse Mentoring Multi-Level, Multi-Track Internal Program Gamified, Integrated with Cisco Education Management System Internal Online Community with On-Demand Resources, Discussion Forums, Testimonials and Team Challenges Cisco Customer-Facing Social Media Training via On- Demand Courses, Virtual Events and 1:1 Sessions Executive “Mentee” SME “Mentor” http://cs.co/SocialMediaTraining 2013 BtoB Awards 2013 BMA B2 Awards 2013 Sammy Awards Finalist (winner TBA)
  • 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 6 5 4 3 2 1 Programmatize – create a formal, repeatable program that enables local execution Find an executive champion – partner with an executive to help evangelize your program Recruit – cast your net wide, recruit from other programs, segments and events, encourage peer recruitment, encourage teams to participate Enable - train employees on social media, your social policy, check in with them regularly Activate – create low-, medium- and high-effort opportunities to participate, create short- and long- term projects Recognize – provide on-the-spot and scheduled recognition opportunities, encourage peer recognition, share successes with management, internally and externally Build a sense of community – encourage team participation, peer recruitment & recognition, create an environment that helps ambassadors connect with each other 7
  • 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 Humanize Your BrandScale Business through Social Media Drive Amplification and WOM Resolve Issues and Answer Questions Executive blog triggers sharing and conversations. Executive participates in conversations – unscripted Cisco Support Community resolves 1M+ cases annually online due to member contributions Employees drive 33% of total brand campaign reach The “Discoverer” The “Closer” SME 1 discovers negative comment in influential LinkedIn group, partners with Social Media team to route concern to SME 2 who follows up with commenter Happy Commenter Angry Commenter
  • 14. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 14
  • 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 4 3 2 1 Change your mindset – adopt an outside-in view Keep your pulse on the market – prepare for engagement, anticipate needs before they arise Create a listening workflow – classify & prioritize conversations, establish hand-off points Activate your listening network – engage the right SMEs along the chain for action Help! Feedback Leads Advocate! Rant!
  • 16. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Find Fans and Advocates Discover Product Issues Crisis / Risk Management Product Development Feedback Competitive Insights Uncover Influencers Sales Leads Capture Industry Trends Message Penetration Benefits of Listening Identify Emerging Themes
  • 17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 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
  • 18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 1 2 3 Social Media Noise Priority Action-Based Conversations (Leads)
  • 19. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 Support Question Critic Buzz Ambush Idea Lead
  • 20. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20 Priority 1 24-hour Response Priority 3 Discretionary Response Priority 2 72-hour Response
  • 21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team Listening Liaison Partner/Field Mktg, etc. Social Media Listening Center, Digital & Social Media Marketing Listening Liaison Product/Solution Marketing, etc. SMEs SMEs Dedicated Team for Support Response & Engagement, Technical Services Listening Liaison Crisis Comms, etc. Listening Liaison Product/Solution Mktg, etc.
  • 22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail @CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff @henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8
  • 23. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 23
  • 24. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 6 5 4 3 2 1 Why? – keep your objectives in mind Who? – create an ambassador network of SMEs to help scale social media What? – create compelling content & conversations, encourage participation by internal & external community, realize it‟s THEIR community When? – engagement should be “always on” Where? – think long term before starting a new channel, be realistic about what you can commit to Integrate – social media works best when it‟s integrated into everything else you do Experiment – experiment, ask questions, test theories Be yourself – leave the corporate lingo at check in, be honest & transparent 7 8
  • 25. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25 Socially Infused 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 IAB MIXX Finalist (winner TBA)
  • 26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26 Increase the Life and Reach of Events Cisco Live San Diego 2012 implements a hybrid social, mobile and offline strategy, resulting in 80% increase in virtual attendance YOY. Create An Event Around Macro Events “Guess the Tech” pan-European Facebook campaign creates anticipation leading up to Christmas Eve by hiding and revealing Cisco solutions in an Advent-like calendar, driving 4X more engagement than usual. Celebrate (with) Your Audience Simple visuals connecting events and business help keep your brand top of mind and increase WOM.
  • 27. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27 Ask Your Customers for Content Recommendations Technologists talk tech using a whiteboard in Engineers unplugged, a weekly <10-min video series. Program encourages customers to comment, recommend topics or appear on show. Crowdsource Your Next Product Name China leverages Weibo by asking followers to give a Chinese name to BE6000 product during launch, resulting in organic buzz and strong participation. Put the Community in the Driver’s Seat Cisco Networking Academy team prompts students and instructors to share engaging content, trigger community interactions and problem solving, driving membership from 380K to 480K and user-generated content from 10% to 60% in 7 months.
  • 28. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28 Maximize YouTube Impact Clickable calls to action drive the customer journey between Cisco‟s YouTube channel and other destinations, resulting in increased YouTube subscribership and ability to direct viewers further down the sales funnel. Cater Toward Your Visual Audience Subject matter expert-led live virtual seminars guide candidates through technical topics on the Cisco Learning Network in preparation for the Cisco Data Center Certification, resulting in 400% increase in study group membership. Cater Toward Your Audio Audience The Cisco TAC Security Podcast program walks customers through the deployment, troubleshooting and management of Cisco security products. 100K+ downloads representing 3.7TB+ of audio.
  • 29. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 29
  • 30. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30 4 3 2 1 Make it matter – tie measurement to your business goals “The meat” – move beyond vanity metrics Measure & improve – monitor changes over time (“always on” measurement) Insights – use insights to make decisions
  • 31. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  • 32. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32 Traditional Launch Launch 1 with Social Launch 2 with Social Cost 1 1/6 1/8 Attendees/ Viewers 1 4.7X 6.1X • Significant increase in press and social media coverage • Highly integrated customer experience • On-going post-launch social activity • Success and lessons learned shared widely
  • 33. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33 Increase Interactivity to Uncover Leads Cisco Borderless Networks generates over 575 “Meet the Expert” requests using an interactive, integrated social, digital and offline campaign. Facilitate the Decision- Making Process LATAM campaign launches Disconnected Anonymous, an informal, fun community to drive product discovery and preference, resulting in 172 new leads…and counting. Accelerate Action Time Cisco‟s Call Center reduces routing time for leads from 5 days to 1 with social tagging, while reaching over 1.7 million contacts.
  • 34. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34 • 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
  • 35. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35 Build a scalable social business Internal preparedness will help drive external success Set goals in support of business objectives What are you trying to accomplish? Map your listening journey Create a social listening liaison network Optimize & integrate your social presence How will customers find you and connect with you? Create a reason for continued engagement Why should customers stay engaged with you? Activate your eco-system Encourage your employees, customers, partners, influencers, and advocates to tell your story with you Use listening & measurement data to improve What actionable insights can you draw from the data? Be open & transparent Be willing to share lessons learned
  • 36. 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
  • 37. Thank you.Thank you.