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Keynote: An Inside Look at Cisco's Social CRM Strategy

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Keynote presentation at the Social Media Strategies Summit shares an inside look at Cisco's Social CRM strategy.

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Keynote: An Inside Look at Cisco's Social CRM Strategy

  1. 1. An Inside Look at Cisco’s Social CRM Strategy LaSandra Brill @LaSandraBrill Sr. Manager, Social Media Marketing February 7, 2013© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
  2. 2. Steve Jobs© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. 2015 Integrated Social 2010 Engagement 2005 Operationalized Experimental Integrated Technology People, Process & Platforms & Communities Proof of Concept© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. 85% of all business tech buyers engage in some form of social activity while working. 70% of a customers buying decision is now made based on Effective use of sales information he or she intelligence increases finds online, well before a revenue productivity per salesperson has a chance to get involved. sales rep by 17%.”© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. Identify Emerging Themes Capture Find Fans Industry and Advocates Trends Competitive Discover Insights Product Benefits of Issues Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. Social Listening Social Data Social Personas Predictive Analysis© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. Volume of Mentions Quarterly reports exceed Unveiling of Mobile estimates (stock soar 10% Network Platform and boost to dividends14000 and Cloud Connect Solution12000100008000 Business News6000 Announcement4000 Launch Acquisition2000 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 How do we find the gems? Help! Leads Rant! Feedback Advocate!© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. 1 2 3 Action-Based Social Media Noise Conversations Priority (Leads)© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. Question Support Critic Lead Idea Buzz Ambush© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. Priority 1 24-hour Response Priority 2 72-hour Response Priority 3 Discretionary Response© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. critic webex P2 support webex P1 lead webex P2 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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. Creators• Classifies buyers based on Conversationalists social participation Critics Collectors• Identify influencers Joiners• Persona personalization & Spectators targeting Inactives Source: Forrester Technographics© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. Direct Mail Contact Web & Email Center Events Advertising Search Click through Opens Attend Responses Call Registration Register Chat Scoring Engine Contact scores Company scores Interest Indicators© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. Listening identifies a 24/7 Response support issue Network Positive Auto prioritized ! based on insight experience shared socially ! ! ! Route for Customer response Intelligence Gather Customer Center Insight Creators Conversationalists Critics Collectors Joiners Spectators Inactives© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. Social listening identifies 24/7 Response an opportunity Network Lead is Deliver a targeted ! offer / response nurtured & closed ! ! ! Click-to-Chat for Customer private Intelligence Gather Customer conversation Center Insight Creators Conversationalists Critics Collectors Joiners Spectators Inactives© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  25. 25. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. Elevate the Conversation© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 27. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  28. 28. Connect the Dots© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  29. 29. © 2011 Cisco and/or its affiliates. All rights reserved. cs.co/SocialMediaTraining Cisco Confidential 29
  30. 30. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30

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