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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  • Social data
  • Play file <London-published.mov>
  • 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.
  • Sales cycle 1 to 5 – different interactionsReactive or proactive….Need to talk to customer / partner (customer vs partner led conversations)Focus on Information.Pre-call activity >>> call customerReactive >>> Partner led >> call inWorkaround is the norm.. >>> “my customer view”Example: Go” campaign lots of time to prepare…example for 1 account: - Whiteout campaign – 45 min detailed search per partner - zero spent accounts across the board - build a manual heat-map - technology gapWhere is the white space within existing customer?Existing tool in EMEAR >>> CubeMarketing campaign to upgrade ABC…- get an xls with existing 7200’…why data is not available? Why this is done only during a campaign?...we should call right now..
  • Sales cycle 1 to 5 – different interactionsReactive or proactive….Need to talk to customer / partner (customer vs partner led conversations)Focus on Information.Pre-call activity >>> call customerReactive >>> Partner led >> call inWorkaround is the norm.. >>> “my customer view”Example: Go” campaign lots of time to prepare…example for 1 account: - Whiteout campaign – 45 min detailed search per partner - zero spent accounts across the board - build a manual heat-map - technology gapWhere is the white space within existing customer?Existing tool in EMEAR >>> CubeMarketing campaign to upgrade ABC…- get an xls with existing 7200’…why data is not available? Why this is done only during a campaign?...we should call right now..
  • 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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