Demand Gen Case Study on Social Media

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This Case study is on how ADG leveraged Social Media platforms to create a community for Technology Decision Makers and Business Decision Makers. Have a look and do share your feedback or queries at info@adgonline.in
or visit www.adgonline.in

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  • Demand Gen Case Study on Social Media

    1. 1. SOCIAL MEDIA CASE STUDY FORAEGIS GRAHAM BELL AWARDSSubmitted by :Allied Digital Groupwww.adgonline.inTel. No. : +91-129-4107527,4116536
    2. 2. SYNOPSIS• About Allied Digital Group• How Cisco India Leveraged Social Media Platforms for a 360 Degree engagement with TDMs, BDMs and CTOs• The 3 Pillars that ADG integrated for a web viral• How we did it• What was the outcome
    3. 3. WHO ARE WE ?Pioneer in Digital Media Marketing and Innovations.Core competency : Lead Gen and Demand Gen Programs,Display Innovations, Social Media, Applications, Mobileand Search MarketingClientele Genre : B2B and B2CADGs Motive: To improve your Business, whether it is Brand building orincreasing salesGeographic Presence :HQ : DelhiBranch Offices: Chandigarh, Mumbai and Bermingham
    4. 4. CASE STUDY ON 360 Degree SOCIAL MEDIA ENGAGEMENT FOR CISCO INDIA
    5. 5. WHAT WE DID?• Introduced Cisco Social Media Program on Facebook, LinkedIn and Twitter.• Partner Messages and mail shots to spread awareness• Web events catering different expertise• Viral engagement – Targeting the Cisco community• Creative content display with Call to action• Measurement of Engagement / Interest Level• Score wise segmentation of the Active Community• Rewards and Recognitions
    6. 6. How we did it ? Incept Invite Engage Retain Listen
    7. 7. Cisco gave us a herculean task oftargeting TDMs ( TechnologyDecision Makers) and BDMs ( Business DecisionMakers) and building Brandpresence and community for CiscoIndia on Social Media Platforms “And we took the challenge”
    8. 8. PRODUCT GROUPSDATA CENTER AND VIRTUALIZATIONBORDERLESS NETWORKSCOLLABORATION The Mission was to build a very niche community of the mentioned target Segment. Non Cisco, NonTARGET SEGMENT Students etc.CTOsIT HEADSTDMsBDMsTechnology Purchase Decision Makers
    9. 9. GUAGE METRICS: What were Cisco’s expectations ?MONTHLY ACTIVE USERS% FEEDBACK ON ALL POSTS : 0.9%-1%POST VIEWS AND POST FEEDBACK : 40-45% OFOVERALL FANBASERETWEET RATIO : 50%KLOUT SCORE: 45+
    10. 10. Integrated the 4 Pillars for Cisco IndiaCisco India Social Media PresenceCisco Social Media Ambassador ProgrammeCisco Interaction NetworkCisco Connected Government
    11. 11. Journey began on April 4th 2011
    12. 12. Cisco India Presence OnSocial Media Platforms
    13. 13. HOSTED MICROSITE INTERFACELEADING TO CISCO INDIA WEBSITE Create traction for fans by embedding an interactive Cisco India Video on the Page
    14. 14. Account Set up,Created a new Tab (A users lands on Engaging with this Engagement users through contest andPage when he likes promotions Cisco India )
    15. 15. RAVE REVIEWS FROM CISCO CUSTOMERS
    16. 16. Lead Generation through Sweespstakes and Wildfire Applications Incentivized Like page to attract maximum eyeballs
    17. 17. Lead Generation form to convert prospectcustomers to potential buyersWe captured whopping 300+ Leads from EnterpriseAudience and IT Purchase decision makers in a spam of 30 Days
    18. 18. Cisco India reach on twitter Cisco India global influence score: 675 Fan following consistently increasing on Twitter Network
    19. 19. Engagement and OutreachInteraction and Engagement Cisco India is followed by on Twitter Network 1600+ IT professionals and 481 links have been shared in the Twitter community
    20. 20. CISCO SOCIAL MEDIA AMBASSADOR PROGRAMMEWe promoted Social Media AmbassadorProgramme for Cisco to bring engagementwithin Cisco India Ecosystem
    21. 21. PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS ANDINTEGARTING LIVE EVENTS Live Events Included the links of Facebook event page and twitter handle within these mailers.
    22. 22. Blogging Contest A mini-website whichfor Cisco Enthusiasts covered pillar to post info. On Cisco Social Ambassador Program Microsite of Social Ambassador Club This worked as a fair medium to engage usersand also monitor their involvement as per their expertise areas.
    23. 23. The Cisco Loyalist Badges This not only promoted Cisco’s Ambassador Drive but also helped us to segregate the Cisco people on SM platforms
    24. 24. Audience spilt through Cisco SocialAmbassador Program On the basis of Cisco Social Media Ambassador Activity initiated for niche community of Cisco employees in India, monitoring their activity and engagement and knowledge on Social Media
    25. 25. Live Training Rev-Up and more…•Invited Cisco team to join Cisco India, Cisco Connected Govt. & CINFacebook pages.•Floated Poll Questions on the basis of Live Trainings held• Quizzes and random questions from the online trainings• “How To” articles from different expertise areas•Personalized messages seeking Feedback on the trainings in order toreceive accurate responses.•Group Discussions in the Cisco C Club/ sub-groups relevant to Ciscoarchitectures•Floated Tweet-a-thon of #tags on the basis of key topics discussed inthe live trainings
    26. 26. Community building on TwitterInspirational / Experienced Cisco members’ activity highlightedwhich the subordinates followed and also invited theirfollowers to join in the community
    27. 27. Niche Targeting via LinkedIn This can be join Group/ Community/ Event/ Page Invitation sent directly to user’s inbox
    28. 28. CISCO INTERACTION NETWORKFEW INTERACTIVE AND EFFECTIVE HIGHLIGHTS:LIVE STREAMINGAPPLICATION INTERFACE: MONKEY SURVEY, SWEEPSTAKES, WILDFIRE, NORTH SOCIAL etc.SMO/SOCIAL BOOKMARKING FOR MANUAL PROMOTIONNPS SCORE REVIEWLEAD GEN PROGRAMMES
    29. 29. Automated RSS/ Atom Feeds For all the recent Press Notes, How to Videos, Features or Articles by Jimmy Ray Purser; we can create an RSS Graffiti
    30. 30. INTERACTIVE USER INTERFACE
    31. 31. SWEEPSTAKESAPPLICATION FORLEAD GENERATION
    32. 32. CISCO CONNECTED GOVERNMENT
    33. 33. Human Face to Cisco PSU Segment
    34. 34. Corporate Social Responsibility
    35. 35. Social Index (Events on Flicker) : Cisco Connected Government Initiatives Cisco India participation in Government Projects
    36. 36. Social Index : Cisco Connected Government Initiatives
    37. 37. WHAT WE ACHIEVED?• On the basis of Social Listening tools, Cisco India Social Media presence is amongst the top B2B Digital Landscape in India• A refined Community of Approximately 50,000 CTOs, IT Heads, TDMs and BDMs on Facebook, LinkedIn, Twitter and YouTube• Head to head progression with Cisco’s Global Presence• India has been applauded in APAC for the Social Media initiative. Our performances have the lead the way for other regions to follow• Increased SOV for products and Solutions of Cisco India on the web• Social Media has hogged the limelight and has been practically focused upon for all the Cisco India internal employee
    38. 38. THANK YOU 

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