Socializing Your Brand           in the B2B Marketplace            Tim Husband, Digital Marketing Manager, Cisco Canada   ...
Game mechanics make the difference                   Video + Mobile + Social = Brand Power       Social graph expands rapi...
Traditional interactions                                                             Retailers &                          ...
Content                                              Sharing &                                               Rating       ...
Objectives                                          Audiences                  Approach       • Encourage the use of      ...
Acquisition                                                   Earnings                           Posts                    ...
Take reasonable                                                                                                           ...
“I’m amazed that Cisco sent me a personal                                                           Twitter message congra...
© 2011 Cisco and/or its affiliates. All rights reserved.   9
© 2011 Cisco and/or its affiliates. All rights reserved.   12
Klout scores are a measure of  social influence and are useful for:  • Influencer         Engagement  • Competitor        ...
Source: Eloqua                http://topliners.eloqua.com/community/see_it/blog/2011/09/09/eloqua-chart-of-the-week-klout-...
• Consistency across all mediums• Social listening informs strategy• C  Company wide participation           id     ti i t...
Percent Rating “Very Useful”                                                                                        TOTAL ...
Social                                     Aggregate social content and        Streams                                    ...
© 2011 Cisco and/or its affiliates. All rights reserved.   18
© 2011 Cisco and/or its affiliates. All rights reserved.   19
© 2011 Cisco and/or its affiliates. All rights reserved.   20
© 2011 Cisco and/or its affiliates. All rights reserved.   21
© 2011 Cisco and/or its affiliates. All rights reserved.   22
Video + Mobile + Social = Brand Power                                  Video in email marketingg                          ...
© 2011 Cisco and/or its affiliates. All rights reserved.   24
© 2011 Cisco and/or its affiliates. All rights reserved.   25
1.           Set Goals and Objectives             What are you trying to accomplish?             Ensure senior leadership ...
Questions?
Thank you.
Socializing Your Brand in the B2B Marketplace
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Socializing Your Brand in the B2B Marketplace

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Socializing your Brand in the B2B MarketPlace:  Tips for engaging employees, connecting customers, partners and creating business value through the power of social media.

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Socializing Your Brand in the B2B Marketplace

  1. 1. Socializing Your Brand in the B2B Marketplace Tim Husband, Digital Marketing Manager, Cisco Canada @CiscoCanada; @thusband September 13, 2011© 2011 Cisco and/or its affiliates. All rights reserved. 1
  2. 2. Game mechanics make the difference Video + Mobile + Social = Brand Power Social graph expands rapidly online Next…Social CRM connects social to sales© 2011 Cisco and/or its affiliates. All rights reserved. 2
  3. 3. Traditional interactions Retailers &  1. Transaction‐driven Consumers 2. Monologue‐driven Channel &  3. Static influence Partners Employees p y 4. Limited listening posts Share of  5. Satisfaction & cost hearts,  minds, and minds  and markets Social business interactions Press &  Stakeholders 1. Interaction‐driven Analysts 2. Dialogue‐driven 3. Dynamic influence Observers  &  Industry experts 4. Unlimited listening posts 5. Loyalty & efficiency 5 y y y© 2011 Cisco and/or its affiliates. All rights reserved. 3
  4. 4. Content Sharing & Rating Forums Organization Web Site Industry cisco.com/ca Communities Blogs Other Blogs Cisco Blogs Home Base Outposts Passports Priority: 1 Priority: 2 Priority: 3 Time Budget: ~50% Time Budget: ~40% Time Budget: ~10% Listening Station© 2011 Cisco and/or its affiliates. All rights reserved. Tuning in to online Conversations Framework by Chris Brogan 4 Always on
  5. 5. Objectives Audiences Approach • Encourage the use of • Employees using • Social Media Policy social media, but… corporate and personal social media • Educate • P t t b th the Protect both th company • External visitors to • Listen and individuals corporate social media© 2011 Cisco and/or its affiliates. All rights reserved. 5
  6. 6. Acquisition Earnings Posts Major Event Product Launch P Time© 2011 Cisco and/or its affiliates. All rights reserved. 6
  7. 7. Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Y Yes Y No Assess the Does customer Do you want Evaluate the need/deserve more to respond? message purpose info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Let post stand andThis framework was built using the USAF Blog Triage. monitor.© 2011 Cisco and/or its affiliates. All rights reserved. 7
  8. 8. “I’m amazed that Cisco sent me a personal Twitter message congratulating me on my 100% exam result! What a way to curry favour! I love it when companies use technology well!”© 2011 Cisco and/or its affiliates. All rights reserved. 8
  9. 9. © 2011 Cisco and/or its affiliates. All rights reserved. 9
  10. 10. © 2011 Cisco and/or its affiliates. All rights reserved. 12
  11. 11. Klout scores are a measure of social influence and are useful for: • Influencer Engagement • Competitor Benchmarking© 2011 Cisco and/or its affiliates. All rights reserved. 13
  12. 12. Source: Eloqua http://topliners.eloqua.com/community/see_it/blog/2011/09/09/eloqua-chart-of-the-week-klout-and-conversions© 2011 Cisco and/or its affiliates. All rights reserved. 14
  13. 13. • Consistency across all mediums• Social listening informs strategy• C Company wide participation id ti i ti• Build content and add value© 2011 Cisco and/or its affiliates. All rights reserved. 15
  14. 14. Percent Rating “Very Useful” TOTAL n=300 100 80 72 60 40 20 20 9 7 7 6 5 4 3 0 Manufacturer M f t Manufacturer M f t Social Media S i l M di On-Line O Li Manufacturer M f t TV Ad Ads Product P d t Billboards Billb d Radio Ads R di Ad Websites Blogs Ads Banner Ads Social Media Placement in Pages TV ShowsPercent Who “Do Not Use” Each Source e ce t o o ot Use ac Sou ce TOTAL n=300 100 80 60 40 10 11 6 13 5 6 7 12 20 1 0 Manufacturer Manufacturer Social Media On-Line Manufacturer TV Ads Product Billboards Radio Ads Websites Blogs Ads Banner Ads Social Media Placement in Pages TV Shows Q9 How useful are/is (insert information area)? Would you say they are ? are…? Scale: Very Useful=3 / Not At All Useful=1 Source: Spring 2011, Market Research, Cisco Strategic Marketing © 2011 Cisco and/or its affiliates. All rights reserved. 16
  15. 15. Social Aggregate social content and Streams keep users on Cisco.com Like and Implement on product, Comments program and collateral pages Social Increase registrations and Log-in conversions with social log-in© 2011 Cisco and/or its affiliates. All rights reserved. 17
  16. 16. © 2011 Cisco and/or its affiliates. All rights reserved. 18
  17. 17. © 2011 Cisco and/or its affiliates. All rights reserved. 19
  18. 18. © 2011 Cisco and/or its affiliates. All rights reserved. 20
  19. 19. © 2011 Cisco and/or its affiliates. All rights reserved. 21
  20. 20. © 2011 Cisco and/or its affiliates. All rights reserved. 22
  21. 21. Video + Mobile + Social = Brand Power Video in email marketingg has been shown to increase click-through rates by over 96% 96%. Source: Implix 2010 By 2015, 38 billion minutes of video will cross the Internet in Canada every month,up from 8 billion in 2010. A minute of video i worth i f id is h Source: 2011 VNI Study, Cisco 1.8 million words
  22. 22. © 2011 Cisco and/or its affiliates. All rights reserved. 24
  23. 23. © 2011 Cisco and/or its affiliates. All rights reserved. 25
  24. 24. 1. Set Goals and Objectives What are you trying to accomplish? Ensure senior leadership team recognize business value2. Know the Rules Define rules of engagement Encourage employees g p y Protect through Governance3. Listen Gain Insight. Build intelligence on your brand, overall business, customers and competitors d i4. Engage Turn expertise into branded content5. Integrate Ensure social strategy is part of all your marketing plan6. Measure and Review Measure impact and link back to objectives© 2011 Cisco and/or its affiliates. All rights reserved. 27
  25. 25. Questions?
  26. 26. Thank you.

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