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ABC Listening &Engagement at CiscoCharlie Treadwell, Real-Time Marketing ManagerFebruary 2013© 2013 Cisco and/or its affil...
Stage 5                                                                                                                   ...
Volume of Mentions                                                                                                        ...
1                                                                             2                                           ...
• Support – Request for help resolving real-time                 issue (support)         • Question – Question that doesn’...
Priority 1                         Priority 2            Priority 3               Action required                         ...
critic               webex       P2             support    webex         P1    buzz   webex          P3                   ...
Dee: hi David!                         Click-to-Chat                                                            [Customer]...
Listening & Response is handled by a network ofliaisons, SMEs and dedicated technical services team                       ...
Low                            High    • Design of Business rules may      require extensive up-front      research and de...
Volume of Mentions                                                                                                        ...
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ABC Listening & Engagement Strategy at Cisco

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At Cisco, we're on a mission to create the first fully engaged B2B company. Routing conversations in real-time to the right teams is a critical step. Learn how Cisco is starting to make this a reality!

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  • At Cisco, we believe that a strong social media strategy starts with listening, but when a brand receives over 1.9 million mentions per year, how do we filter through the noise, identify the relevant conversations, and route them to the appropriate teams in a large organization like Cisco?We believe Listening must start with ABCs and 123s. ABCs are action-based conversations, and 1-2-3’s help us prioritize and escalate them.
  • The 7 types of ABCs and which teams we route them to.
  • Prioritization and SLAs (how quickly these need to be handled)
  • The 3 stories hear are real posts captured from WebEx customers by our ABC Agent, simple tags are applied as they are located, ABC type, product or group, and priority. These are automatically pushed into our social automation engine (Social Hub) which uses 1000s of different combinations or conditions to trigger various rules and actions. These are then routed to appropriate teams, i.e. support, PR, marketing, legal, sales, etc. The product or group tag enables it to be routed to the appropriate team, and priority helps recommend a time-frame of response, or helps trigger escalations when necessary (i.e. legal, P1, alerts legal and PR teams immediately). The social hub is a large library of real-time if-then statements that listen for various conditions and creates many actions, including assigning to teams. In this example, the angry post about webex, was routed to webex PR, who responded and ultimately delighted the customer who then reposted a “buzz” or praise of Cisco. This post was then tagged as buzz, webex, p3. Buzz posts are used to highlight positive customer or advocate comments on our Cisco.com product pages.
  • 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).
  • Example of how we get through the noise with an ABC agent. Numbers are estimates.
  • Transcript of "ABC Listening & Engagement Strategy at Cisco"

    1. 1. ABC Listening &Engagement at CiscoCharlie Treadwell, Real-Time Marketing ManagerFebruary 2013© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
    2. 2. Stage 5 Fully Engaged Stage 4 Impactful Stage 3 Stage 2 Operational • Social listening and Stage 1 Experimental engagement drives real • Share insights broadly business results Traditional • Dabbling in social • Key players/responders • Cross-functional teams • Customer understanding listening occurs identified (i.e. partner to listen, engage occurs via focus • Initial understanding of product, marketing, supp consistently and make groups, surveys, or conversation landscape ort) changes based on phone channel/support • Develop initial response insights • Perceive potential • No concerted effort benefits of listening process, start engaging • Listening data matched around social listening; • Starts to be embedded in with other data to possible skepticism • Still disconnected to provide real-time overall business operations business operations about benefits health of brand • Executive sponsorship Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
    3. 3. Volume of Mentions Quarterly reports exceed Announcement of plans to estimates (stock soar 10%14000 Unveiling of Mobile layoff 2% of workforce as and boost to dividends Network Platform Firmware update forcing part of ongoing12000 and Cloud Connect router admins into Cisco’s restructuring efforts Solution cloud management program10000 8000 Business News 6000 Announcement 4000 Launch Acquisition 2000 Other 0 6/1/12 6/8/12 6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12 Source: Radian6 But how do we find the gems in all that noise? Help! Leads Rant! Feedback Advocate!© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 3
    4. 4. 1 2 3 Action-Based Social Media Noise Conversations Priority© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 4
    5. 5. • Support – Request for help resolving real-time issue (support) • Question – Question that doesn’t require support resource (tech docs) • Critic – Insult that merits brand management consideration (PR) • Buzz – Praise from Cisco brand advocate (marketing) • Lead – Pronouncement of near-term purchase decision (sales) • Idea – Request to enhance a product with a new feature (product dev.) • Ambush – Communication from an unauthorized provider of Cisco products (legal)© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
    6. 6. Priority 1 Priority 2 Priority 3 Action required Action required No immediate action within 24 hours. within 72 hours. is required. Left up Escalation email Assigned to to assigned user’s triggered, immediate responsible party discretion to take follow up required. and added to action. queue, action required. This varies by business unit, and community. B2C companies tell us they respond in a matter of minutes, not hours or days.© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 6
    7. 7. critic webex P2 support webex P1 buzz webex P3 Social Hub Rules & Conditions IF THEN If “critic” Send to Webex PR And “webex” And “P2” Recommend follow up within 48 hours Trigger Actions buzz webex P3© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 7
    8. 8. Dee: hi David! Click-to-Chat [Customer]: Hello Dee, I see you already know who I am. Dee: Yes. And I Apologize for the late response. Weve learned that you have an interest in getting a switch. How can we help you further on this? [Customer]: Networking isnt my forte- I know just enough to be dangerous. Ive got three switches at least in my environment already and Im 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 [Customer]: Yeah, well likely just order it form Newegg. [Customer]: Thanks for your help Dee. Exit Feedback: Excellent Rating!© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 8
    9. 9. Listening & Response is handled by a network ofliaisons, SMEs and dedicated technical services team Listening Liaison Product/Solution Mktg, etc. Dedicated Team for Support Listening Liaison Response & Crisis Comms, etc. Engagement, Technical SMEs Services Listening Liaison Listening Liaison Partner/Field Social Media Listening Product/Solution Mktg, etc. Center, Digital & Social Marketing, etc. Media Marketing SMEs© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
    10. 10. Low High • Design of Business rules may require extensive up-front research and development High 4 Weeks 8 Weeks Complexity of Organization based on 2 primary variables • The chart to the right estimates development time for business rules based on complexity of organization and rules Low 2 Weeks 4 Weeks Complexity of Rules * Time is approximated© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 10
    11. 11. Volume of Mentions Rant!14000 Leads Support12000 Help! Lead10000 Feedback Question Advocate! 8000 Critic Buzz 6000 4000 2000 Source: Radian6 0 6/1/12 6/8/12 6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12 • 1 Agent Reviews ~1000 posts per hour • 5-7k per day • Agent review and tags ~3% are ABCs • Social Hub routes 100-300 ABCs per day© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 11
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