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