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Social Media for Breakthrough B2B Marketing


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Social Media for Breakthrough B2B Marketing

  1. 1. BSI<br />Social Media forBreakthrough B2B Marketing<br />Marketing 2.0 Conference, Paris 2010<br />
  2. 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br /><br />
  3. 3. Social Media for Breakthrough B2B Marketing <br />Aarti Gurnani<br />Head of Service Provider Marketing, Europe<br />
  4. 4. Social Media at Cisco<br />1K+ videos<br />2.2M views<br />Top video: <br />Future of Shopping (1M views)<br />20 external blogs 500k views/qtr # comments up 164%<br />108 Cisco feeds with 200k followers, up 60%<br />Top exec: P. Warrior 1.5M+ followers<br />79 Cisco groups with 85k fans, up 29%<br />16k employees on Cisco group<br />350+ podcasts<br />200k streams<br />Rated 5 stars on iTunes!<br />300+ photos<br />400k views, up 100%<br />Top set: Cisco Live (2k views)<br />4<br />© 2010 Cisco Systems, Inc. All rights reserved.<br />Cisco Confidential<br />LB_SocialMedia_Mar10<br />
  5. 5. Be Present<br />Influence<br />Stimulate<br />Cisco’s Social Media strategy…<br /><ul><li>Branded SM channels</li></ul> (Twitter, YouTube, Facebook, LinkedIn, etc.)<br /><ul><li>Publish content
  6. 6. Integrate across channels (RSS feeds)
  7. 7. Promote campaigns & events
  8. 8. Stimulate with competitions
  9. 9. Create venues for customer conversations
  10. 10. Measure conversation impact</li></ul>Integrateinto <br />“BAU”<br /><ul><li>Monitor conversations
  11. 11. Identify influencers
  12. 12. Engage in discussion
  13. 13. Invite to comment</li></li></ul><li>...adapted to our target audiences<br />Convert individuals to loyal customers and promoters<br />Motivate people to advocate Cisco and join the Cisco community<br />Enterprise<br />Service Provider<br />Engage partners through conversations <br />Increase knowledge and loyalty to Cisco<br />SMB<br />Mid Market<br />Create awareness of the brand, products and why they’re relevant<br />Consumer<br />
  14. 14. 1. Be Present<br />
  15. 15. Twitter: simple, impactful microblogging<br />Over 1.4 million followers!<br />
  16. 16. Twitter: local conversations growing<br />Almost 7500 followers<br />in 9 months<br />
  17. 17. Social Media advertisingExtending the reach<br />>100% increase in followers<br />
  18. 18. You Tube<br />Over 520,000 views, 4.5 stars<br />Over 171,000 views, 4.5 stars<br />
  19. 19. Competitions:Digital Cribs: Heaven or Hell video competition<br />63,000 Views<br />23,000 Comments<br />12 finalists, 2 winners<br />
  20. 20. Proof is in the NumbersIntegrated Social Media Launch Strategy<br />CRS-1 Launch<br />ASR 1000 Launch<br />Approach: Traditional, physical event<br />Approach: Virtual, Viral and Visual: Leveraging Web 2.0 technologies<br />Travel: None – saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas<br />Travel: Required extensive audience travel to San Jose, CA<br />Size: 100+ attendance in 100 countries<br />Size: Global– 7,000+ attendance in 128 countries<br />Cost: $20,000+ in airport car service alone<br />Cost: Less than ONE-SIXTH of CRS-1 launch expense<br />Coverage: 245 articles, 1000+ blog posts, 45M+ impressions<br />Coverage: 87 articles, 135 press attended events<br />13<br />© 2010 Cisco Systems, Inc. All rights reserved.<br />Cisco Confidential<br />LB_SocialMedia_Mar10<br />
  21. 21. 2. Influence<br />
  22. 22. Identify the conversations to follow<br />
  23. 23. Where are they are happening?<br />
  24. 24. Identify top communities<br />Key network hubs to listen to & engage with<br />Marketing Facts<br /><br />The most influential platform for interactive marketing - hosts 170 guest bloggers who write around marketing & online social media.<br />There are a number of key influencers in that blogger list and thousands of other blogs reference articles from it or link directly to it.<br />Frankwatching<br /><br />Frankwatching is another platform site that hosts 85 guest bloggers. It brings news and opinion on digital trends. It has a particular focus on trend watching so is a perfect platform to engage with around Visual Networking. <br />Again, some of the biggest influencers are contributing to the news.<br />The Dutch Cowboys<br /><br /><br />The Dutch Cowboys is one of the largest relevant hubs we identified. It’s a collaboration of 60 influential bloggers talking about gadgets, technology, social media and the internet. They have a counterpart, aimed specifically at girls called the Dutch Cowgirls.<br />It has a huge reach which seems to not only span the influencer and technology professionals crowd but also has wider consumer appeal too.<br />
  25. 25. Identify top influencers<br />……and engage with them<br />Erwin Blom<br /><br /><br />Erwin is an influential blogger who used to run a digital department of a major Dutch TV channel. He is one of the 3 founders of ‘The Crowds’, a social media hub and blog.<br />He also blogs frequently for the influential hub ‘Marketing Facts’ and is referenced a lot in articles on Webwereld.<br />Has a particular interest in developments in digital TV & technology innovation. With this interest and his authority in influential circles he would be a key person to engage.<br />Erno Hannink<br /><br /><br /> <br />A consultant who helps companies use the internet to reach new customers. He co-runs two social networks which are real world events – Biz Blog Meeting and Social Media Event. <br />Erno is a key influencer, his blogs have a very high ranking and thousands of other bloggers have referenced his articles. He also has a particular interest in video and online – he has done presentations to companies about video and has discussed video and the video social networking site Seesmic on his blog.<br />Ronnie Overgoor<br /><br /><br />Internet entrepreneur and consultant for brands and digital agencies. Ronnie has a weekly talk show on Dutch TV show Pitch talk which focuses on innovation in internet technology. He is also one of the Blueshots TV founders. <br />He is interested in and discusses online video and social networking on his blog. We think he is an ‘influencer of the influencers’ – his audience is big brands and digital agencies, who he consults to and who would be likely to watch the TV shows he features in. <br />
  26. 26. Cisco UCSPR Campaign – Phase 1<br />
  27. 27. Cisco UCS PR Campaign – Phase 2<br /><ul><li>One year later...
  28. 28. Outreach to influencers to collect questions for next video
  29. 29. Stimulated blogging about the outreach – they become Cisco’s ears to the market</li></li></ul><li>3. Stimulate<br />
  30. 30. Corporate Blogs: Engaging customers in conversation<br />Integrate all SM channels<br />
  31. 31. Crowdsourcing:Customer led new product innovation<br /><ul><li> 2,500 participants
  32. 32. 1,200 ideas
  33. 33. Public voting
  34. 34. Fostered global collaboration
  35. 35. $250,000 prize
  36. 36. Winner created new Cisco Business unit</li></li></ul><li>Communities: NetProConnecting networking professionals<br />Allow customers to engage & interact<br />Discussion forums, ask the expert events, newsletters<br />200,000 registered users<br />20,000 visits per week<br />5,000 posts per week<br />Estimate 70% call avoidance for support<br />
  37. 37. Communities: Experience Provider CentralBlends social media and traditional outreach<br /><ul><li>Targeted invitation-only community
  38. 38. Launched 18th February
  39. 39. 90 members
  40. 40. Video, blogs, downloadable content, conversations
  41. 41. RSS, Twitter, email, telephone outreach
  42. 42. Incentives to engage</li></li></ul><li>4. Integrate into Business as Usual<br />
  43. 43. Internal Social NetworkingFacebook for the Enterprise<br />Community/Group access, management<br />Unified Profile<br />Professional<br />Personal<br />Expertise Location<br />Social Bookmarking<br />Presence<br />Click-to-Dial/Chat<br />Integrated Discussions<br />
  44. 44. Internal BloggingExecutive engagement with employees<br />4x increase in bloggers since Feb 2008<br />2,430 Active Blogs<br />11,969 Bloggers<br />15,600 Entries<br />
  45. 45. Internal Discussion ForumsCollaboration on strategic business priorities<br />17x increase of users<br />1754 categories<br />4045 Forums<br />25,331 Threads<br />79,306 Messages<br />43,185 Users<br />
  46. 46. CVision: sharing ideas through video Cisco’s own You Tube<br />50% Q/Q growth in content<br />58,000+ users<br />130,000 video, picture, audio uploads<br />0.46 M videos watched<br />
  47. 47. Crowdsourcing to accelerate innovation<br />Innovation Europe Programme<br /><ul><li>Theatre-wide roll out of global programme across broad set of innovation categories: Business Processes, Green, Markets, Products, Services
  48. 48. Viral employee engagement to enable ‘Crowdsourcing’ of ideas for new product innovation</li></ul>Results:<br /><ul><li>300 innovation ideas
  49. 49. 3,023 votes
  50. 50. 829 comments
  51. 51. 2,500 employees engaged </li></li></ul><li>CiscopediaWisdom of the crowd, institutionalized<br />123,000 wiki updates<br />76,000 accounts<br />3,4000 spaces<br />241,000 pages (>20K per Q)<br />1.2 Million Topic Views<br />
  52. 52. Key learnings<br />
  53. 53. Learnings to date<br />It may be harder & take longer than you expect<br />Experimentation<br />Openness, honesty, willingness to take on tough topics<br />Authenticity<br />“What’s in it for me?”<br />Value Exchange<br />Traditional business ruleshave not been suspended<br />Governance, Metrics<br />Employees are great amplifiers; inspire & guide them<br />Make it part of BAU<br />
  54. 54. HR gets into the act…<br />A Single Tweet is Heard<br />Cisco’s Response<br />
  55. 55.
  56. 56. Be Present<br />Influence<br />Stimulate<br />Integrateinto <br />“BAU”<br />