Why Real-time Marketing isn't Fast Enough for the Internet of Everything #IoE

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  • Charlie thanks for the content. I found it valuable and applicable to NetAcad. I would be interested to connect on ABC conversations and 'how' to make that a reality in our group.
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  • The Singularity Is Near: When Humans Transcend Biology is a 2005 non-fiction book about artificial intelligence and the future of humanity by inventor and futurist Ray Kurzweil. This is his first book to embrace the Singularity as a term, but the ideas contained within are derived from his previous books, the The Age of Spiritual Machines (1999) and The Age of Intelligent Machines (1990).Kurzweil describes his law of accelerating returns which predicts an exponential increase in technologies like computers, genetics, nanotechnology, robotics and artificial intelligence. He says this will lead to a technological singularity in the year 2045, a point where progress is so rapid it outstrips humans' ability to comprehend it. Irreversibly transformed, people will augment their minds and bodies with genetic alterations, nanotechnology, and artificial intelligence. Once the Singularity has been reached, Kurzweil predicts machine intelligence will be billions of times more powerful than all human intelligence combined. Afterwards, Kurzweil says, intelligence will radiate outward from the planet until it saturates the universe.
  • Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
  • 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.
  • http://blogs.forrester.com/kim_celestre/12-04-23-your_business_tech_buyers_are_more_social_than_ever

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  • 1. Cisco Public 1© 2011 Cisco and/or its affiliates. All rights reserved.Charlie TreadwellDigital Marketing Manager, CiscoApril 25th, 2013
  • 2. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
  • 3. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 334 minute blackout at the Super Dome 2013 Academy Awardsvs.
  • 4. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 4Dee: Yes. And I Apologize for the late response. Wevelearned that you have an interest in getting a switch.How can we help you further on this?[Customer]: Networking isnt my forte- I know justenough to be dangerous. Ive got three switches atleast in my environment already and Im addinganother.[…full transcript omitted…]Dee: Since you are not experiencing problems as ofthe moment, I think the SG200 would be suitable foryou. This switch will create a new group outside of yourcurrent setup[Customer]: Yeah, well likely just order it form Newegg.[Customer]: Thanks for your help Dee.Click-to-ChatDee: hi David![Customer]: Hello Dee, I see youalready know who I am.Exit Feedback:Excellent Rating!
  • 5. Cisco Public 5© 2011 Cisco and/or its affiliates. All rights reserved.
  • 6. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 6Real-time marketing meansnews breaks over minutes, notdays. It means ideaspercolate, then suddenly andunpredictably go viral to a globalaudience. It’s when companiesdevelop (or refine) products orservices instantly, based onfeedback from customers orevents in the marketplace. Andit’s when businesses see anopportunity and are the first to acton it.– David Meerman Scott
  • 7. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 7Valentine’s Day 2013Indentify influencers of IoE/IoTthat are also talking aboutValentine’s Day
  • 8. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 8AwarenessFamiliarityConsiderationPurchaseLoyalty
  • 9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 9AwarenessFamiliarityConsiderationPurchaseLoyaltyNote: Think of Social Listeninglike the bumper lanes at thebowling alley.
  • 10. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 10Find Fansand AdvocatesDiscoverProductIssuesCrisis / RiskManagementProductDevelopmentFeedbackCompetitiveInsightsUncoverInfluencersSales LeadsCaptureIndustryTrendsMessagePenetrationBenefitsofListeningIdentifyEmerging Themes
  • 11. Cisco PublicCisco Public© 2011 Cisco and/or its affiliates. All rights reserved. 11vMonitor influencersand sentiment oftheir postsMonitor globalconversations andgeographical activityIdentify trendingtopics or emergingthemesMonitor sentimentand spikes or viralstoriesMonitor shifts in share ofvoice and productfocused activitySocialMiner: Monitor eventattendees, engage, andperformance of socialmedia staff
  • 12. Cisco PublicCisco Public© 2011 Cisco and/or its affiliates. All rights reserved. 12v
  • 13. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 13firmwaretrackingpushinghistoryrouterallowscloudciscoconnectallowaccessinstallsoftwareusinglinksysdataautomatictrustsecurity10:00 AM, June 29th, Word Cloud Screen
  • 14. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 1410:00 AM Issue Logged by Listening Team
  • 15. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 15• Engaged our PR crisis communications team• Assessed the issues most pressing with our customers, in thiscase the Privacy Policy and inability to roll-back the firmware• Immediately updated the Privacy Policy• Created a roll-back process• Issued a blog post, own up, apologize, and clearly state the actionwe took to resolve their issues
  • 16. Cisco Public 16© 2011 Cisco and/or its affiliates. All rights reserved.
  • 17. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 17020004000600080001000012000140006/1/12 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 8/31/12Source: Radian6Volume of MentionsBusiness NewsAnnouncementLaunchAcquisitionOtherUnveiling of MobileNetwork Platformand Cloud ConnectSolutionFirmware update forcingrouter admins into Cisco’scloud management programAnnouncement of plans tolayoff 2% of workforce aspart of ongoingrestructuring effortsQuarterly reports exceedestimates (stock soar 10%and boost to dividendsBut how do we find the gems in allthat noise? Help!FeedbackLeadsAdvocate!Rant!
  • 18. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 18123Social Media Noise PriorityAction-BasedConversations
  • 19. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 19• Support – Request for help resolving real-timeissue (support)• Question – Question that doesn’t requiresupport resource (tech docs)• Critic – Insult that merits brand managementconsideration (PR)• Buzz – Praise from Cisco brand advocate(marketing)• Lead – Pronouncement of near-term purchasedecision (sales)• Idea – Request to enhance a product with a newfeature (product dev.)• Ambush – Communication from anunauthorized provider of Cisco products (legal)
  • 20. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 20Priority 1Action requiredwithin 24 hours.Escalation emailtriggered, immediatefollow up required.Priority 2Action requiredwithin 72 hours.Assigned toresponsible partyand added toqueue, actionrequired.Priority 3No immediate actionis required. Left upto assigned user’sdiscretion to takeaction.This varies by business unit, and community. B2C companiestell us they respond in a matter of minutes, not hours or days.
  • 21. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 21Social HubRules & ConditionsTrigger Actionscritic webex P2 support webex P1 buzz webex P3THENSend to Webex PRRecommend followup within 48 hoursIFIf “critic”And “webex”And “P2”buzz webex P3
  • 22. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 22Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report
  • 23. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 23Description: Customer activity on community and blogs is assigned a value that iscalculated to identify a Social Persona categorizationSociallyPassive• SpectatorsSociallyActive• Joiners• CollectorsSociallyEngaged• Critics• Conversationalists• Creators
  • 24. Cisco Public 24© 2011 Cisco and/or its affiliates. All rights reserved.
  • 25. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 25
  • 26. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 26Social MediaBig DataReal-time MarketingInternet of EverythingMediaDataMarketingInternet
  • 27. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 27• Don’t recreate functions inside marketing that already exist elsewhere inyour business• Integrate between systems, automate as much as you can, and reducelatency in response• Set maintainable expectations with your customers; their behavior willchange, and change again• Don’t treat everyone the same, personalization and instant gratificationare becoming table stakes• Experiment constantly, or as @LaSandraBrillsays, “Pilot, pilot, pilot, pilot.”• Hire content creators, develop relationships with PR, Legal, Sales, andIT, and realize the rewards outweigh the risks, because customersdemand real-time engagement
  • 28. Thank you.