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Global Social CRM Meetup
 

Global Social CRM Meetup

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Presentation by CISCO at #GlobalSCRM meetup: http://www.meetup.com/BayAreaExecutives

Presentation by CISCO at #GlobalSCRM meetup: http://www.meetup.com/BayAreaExecutives

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  • Social Media channels drove 50K views to pre-launch event page and 40K (3%) views to launch product page
  • Example of question asked © 2009, Cisco Systems, Inc. All rights reserved. Presentation_ID.scr
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Global Social CRM Meetup Global Social CRM Meetup Presentation Transcript

  • Measuring Social Media The Journey Continues Stephanie Marx Social Media Marketing Manager
  • Cisco Borderless Network Architecture A New Architecture Powered by a New Innovation
    • Business :
      • Brand new vision, complements Cisco Collaboration & Virtualization Architectures
      • Next-gen best selling Cisco Integrated Services Routers Generation 2 (ISR G2)
    • Customer Values :
      • Video-Ready Architecture: New media-service engine & enhanced performance
      • Service Virtualization: Revolutionary srvcs delivery w/Cisco Services Ready Engine
      • Operational Excellence: Operation simplicity, green innovation, investment protection
    • Launch Goals :
      • Create momentum and buzz around Cisco’s new vision and products
      • Drive attendance for global virtual broadcasts across three different time zones
      • Increase online ‘share of voice’: generate conversation and increase followers, participation & engagement in Cisco’s social communities
    Launch Strategy: Use social media and video to create buzz and build a community that is excited about Cisco’s innovative products
  • Building Pre-Launch Buzz and Driving Registration to Launch Event CiscoGeeks, CiscoSystems, proliferation via other Cisco accounts incl. global Cisco, Routers, Switches pages Sep Oct Nov TechWise Show PR/Blogger Outreach Social Media Release Launch page w/embedded Twitter feed Cisco Web Innovation blog series of teaser/vision posts Cisco Blogs Launch Announcement Pre, during, post, social media monitoring launch Virtual launch event registration Influencer Analysis & Outreach Monitoring Link sharing: teaser videos, event registration page Leak discovery, volume, message resonance, engagement opportunities Teaser/Vision Videos: Retail, Healthcare, Education
  • Key Results, Findings and Lessons Learned
  • Key Successes
    • Social media drove 17% of traffic to Launch Event page
        • 61% from Teaser videos, 19% from Twitter, 13% from Facebook, 7% from other channels (Cisco Blogs, StumbleUpon, Reddit, etc.)
    • “ The Future of Shopping” teaser video was viral hit
        • At launch 1.2 million views across YouTube & Metacafe (To date 3.6M)
    • Strong buzz generated in social media about Borderless Networks and ISR G2
        • 1,700 posts about the launch
        • 12% were original (i.e. op-ed) about launch and technology
    • Successful transition of @CiscoGeeks Twitter to broader Networking audience
        • 26% follower growth in six weeks
    • Comprehensive monitoring discovered partner leaks pre-launch and highlighted key posts for response post-launch
        • 5 partner leaks were mitigated with immediacy
        • ISR SME’s responded to 10 posts in social media with positive feedback
  • Borderless Networks Launch: “The Future of Shopping” Video B2B Magazine 2010 Social Media Marketing Awards: Best Viral Video
    • Generate buzz for upcoming launch event
    • Drive traffic to event registration
    Objective
    • Vision videos created depicting possible consumer experiences enabled by Borderless Networks
    • Syndicated videos to YouTube and 6 other video networks
    • Video description and annotation drive to event page
    How
    • 1.6 million video views at launch (3.6M to date)
    • Videos generated 11% of event traffic
    Results
  • Why did “The Future of Shopping” Go Viral? While we can initiate momentum for a video, videos go viral because of great content.
    • Content Learnings
    • “ Wow” factor happens immediately grabbing viewers attention.
      • Traditional storytelling typically teases then reveals at the end. This very rarely works online.
    • Light-hearted, upbeat, and focused on a consumer experience everyone can relate to. People are more willing to share a light-hearted video.
    The Future of Shopping The Future of Healthcare The Future of Teaching
  • Monitoring Findings
    • There was viral distribution of launch messages. Cisco partners & friends were active in pushing messages to their followers.
    • Most conversations were not deep. Majority of social media posts linked to major launch news or marketing content with very little in-depth discussion of key technology features or product improvements.
    • The high-value, in-depth conversations occurred mostly in technical forums and subset of blogs. Heavy viral distribution of basic marketing messages occurred in Twitter, video sites, and blogs.
  • Five Keys for Next Time…
    • Continue “The Future of…” video theme and focus on consumer experiences
    • Expand network of Cisco’s partners and enthusiasts to spread & spawn content, and reach target audiences
    • Create more content explaining technical advancements and breakthroughs
    • Commit to ongoing process for monitoring and response in “high-value” conversations in blogs and forums
    • Migrate Cisco Routers Facebook group to a Borderless Networks page to enable better message distribution to fans
  • Developing a Measurement Framework
  • Methodology
    • Design and internally test a survey
    • Distribute and collect responses
    • Facilitate working sessions for in-person polling
    • Aggregate and analyze the data
    • Perform a read-out to validate data and encourage challenges
  • How do you define Success?
    • 30% of Respondents Cited Audience Engagement as a measure of success
  •  
  • Guide to Using the Framework
    • Do you have a Plan: objectives, goals, strategy?
    • How to measure against your strategic goals?
    • How will your metrics support your initiative?
    • Use the framework as a reference & to stimulate ideas as you develop your measurement strategy:
      • Map to relevant Goals, Key Performance Indicators, Tools
      • And/or create your own using the same approach
    " You get what you measure. Measure the wrong thing and you get the wrong behaviors ." - John H. Lingle
  •