This is about strategies of ICICI bank in Indian and global banking industry, which made ICICI bank one of the best private sector bank in India with significant presence in global cities.
This is about strategies of ICICI bank in Indian and global banking industry, which made ICICI bank one of the best private sector bank in India with significant presence in global cities.
A Case study on Havells India Limited, its growth prospects, company history and their marketing activities.
This study was a part of academic project for the college and has been appreciated. Gives insights on how distribution has been leveraged to create excitement in a product category which is generally not that exciting.
The pdf is brief analysis on Strategies used by Airtel.
Contains PESTLE Analysis, SWOT Analysis, VRIO Analysis of Airtel. A brief about Telecom Industry and Corporate structure of Airtel.
Relevance of social media in India by Social BeatSocial Beat
This presentation was used for the talk on Frontiers of New Age Business at KCT Business School (Coimbatore) by the Social Beat co-founder, Mr. Vikas Chawla. The main agenda of the meet was the discussion of Relevance of Social Media for Business & the Youth in the present context. Its a very effective analysis of the present day context of digital marketing to boost businesses. Also, the evolving trend of recruitment policies of companies getting affected by the rise of social / digital media is also brought to light
The Rise of Global Business Process Outsourcing Companies Mar-22.pdfinsightssuccess2
This edition features a list of business outsourcing companies that are assisting businesses with their daily operations.
Read More: https://www.insightssuccess.com/the-rise-of-global-business-process-outsourcing-companies-2022-volume-3-march2022/
A Case study on Havells India Limited, its growth prospects, company history and their marketing activities.
This study was a part of academic project for the college and has been appreciated. Gives insights on how distribution has been leveraged to create excitement in a product category which is generally not that exciting.
The pdf is brief analysis on Strategies used by Airtel.
Contains PESTLE Analysis, SWOT Analysis, VRIO Analysis of Airtel. A brief about Telecom Industry and Corporate structure of Airtel.
Relevance of social media in India by Social BeatSocial Beat
This presentation was used for the talk on Frontiers of New Age Business at KCT Business School (Coimbatore) by the Social Beat co-founder, Mr. Vikas Chawla. The main agenda of the meet was the discussion of Relevance of Social Media for Business & the Youth in the present context. Its a very effective analysis of the present day context of digital marketing to boost businesses. Also, the evolving trend of recruitment policies of companies getting affected by the rise of social / digital media is also brought to light
The Rise of Global Business Process Outsourcing Companies Mar-22.pdfinsightssuccess2
This edition features a list of business outsourcing companies that are assisting businesses with their daily operations.
Read More: https://www.insightssuccess.com/the-rise-of-global-business-process-outsourcing-companies-2022-volume-3-march2022/
The Rise of Global Business Process Outsourcing Companies 2022.pdfinsightssuccess2
In this edition, The Rise of Global Business Process Outsourcing Companies 2022, we have curated a list of companies that provide a wide range of BPO services using the latest technologies and vitally as well as speedily assist small-to-big businesses in managing their daily operations.
Read More:
https://www.insightssuccess.com/the-rise-of-global-business-process-outsourcing-companies-2022-february2022/
Madison Park Group (MPG) actively tracks the broader MarTech landscape and has dedicated significant attention to the Content & Experience, Social & Relationships and Data
Madison Park Group (MPG) actively tracks the broader MarTech landscape and has dedicated significant attention to the Content & Experience, Social & Relationships and Data ecosystems.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
Going Digital helps you in your digital transformation journey.
We simplify the four technology pillars for an organization's digital transformation.
Founded by Sandeep Raut, a top 10 global digital transformation thought leader, influencer, and keynote speaker, GOING DIGITAL offers a wide range of digital transformation consulting services with the necessary tools and practical expertise to help grow your business.
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
Building future ready marketing strategy for businesses in fin tech spaceSubhendu Pattnaik
FinTech is probably the hottest buzzword of 2016. With entrepreneurs globally vying to enter this space and lock heads with the unicorns in the domain, it absolutely makes sense to understand the top trends in FinTech industry and know how to craft an innovative marketing strategy.
In this session, Subhendu will touch upon the top trends observed in FinTech industry globally and suggest ways to craft your marketing strategies and messaging to stay future-ready. He will also share practical tips and tricks and help you build your marketing strategy.
Biz bol presentation_ Comprehensive StudyJ Prakash
‘Market timing, ‘demand certain innovation and strategy to out master competition and a continuum to
be winner and market leaders. In a racing digital age it always about content: at the right time / at the
right place / to the right people to take action on it .If you could control this flow of information , tap on
interactions between Brand and consumers at local global level through a product will unlock new
avenues for growth in markets and sectors worldwide.
Orgapp Technologies was always an Advertisement / PR / Market research company. However to get
all odds into even, you have to Innovate. Hence, Phase 1:
Phase 1 is BizBol.com to get Brand and Consumer interactions, under a roof, directly through middle
men, Local Retailers and bring this whole experience through a cloud base online platform, in a web
savvy tomorrow market structure. If you could control this flow of information you out master
competition and have a say in how, what, when inform was exchange, acted upon and where. Than
unlocking new avenues for growth into markets and sectors worldwide:
http://www.orgapp.com/whatwedo.html
Other Products
HealthBol.com :sector healthcare (under development)
It provide a platform for Patients / Doctors / Hospitals / Pharmacy to interact exchange information.
There are several companies that have raised the standards of business practices in their respective fields by exercising business ethics and making it an important aspect for running business. Insights Success acknowledges these companies by shortlisting “The Most Ethical Companies to watch, 2019”.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. B2B Marketing
For B2B Marketers, organization biggest obstacles are usually
complexity and fear of failure. Company need to be willing to
fail, and the cultures of most organizations don’t authentically
support failure as part of risk-taking.
http://hroldassociates.wix.com/oldassociates#!contact/c1d94
3. The digital marketing world with social media, big data and
mobile has created a more complex environment for marketers
and their approach in attracting, engaging and converting
prospects to customers. What are some of the B2B marketing
strategies you’ve had the most success with in 2012?
4. When the environment becomes more complex, the best
strategy is to be more simple. Find interesting stories to tell –
look to your customers or challenges in your industry. Don’t
worry so much about talking about your products. Build an
audience first with compelling stories.
5. Developing a solid B2B marketing plan takes research, and
understanding of the customer goals, pain points and journey.
What are some of the most common myths or mistakes you’ve
seen with B2B marketing planning?
6. While it’s helpful to read about industry trends, it can’t replace
ground truth. Make sure to visit often with the sales team and
your customers to understand what type of content is most
relevant and valuable.
7. With all the hype in the business marketing media, it’s tempting
for companies to chase trending B2B marketing tactics like
social media and content marketing. How do you decide what
the right B2B marketing tactical mix is for your business?
8. Speaking in person with the intended audience. Be sure to talk
to prospective customers who are not reading your blogs, etc.
and find out what they are reading, and why your content isn’t
connecting with them. Then experiment. Trial and error is key to
determining the best tactical mix.
9. There are plenty of shiny objects to distract modern B2B
marketers, how do you stay focused on what works? What do
you do to stay on top of trends without wasting time and
money?
10. Discern which shiny object is worth pursuit,
and aligns with your key priorities. One goal
that our team focused on was the BtoB
Magazine awards because we felt it was a
respected measure of success. As long as you
start goals first and let them be the guide for
your activities, chasing one or two shiny
objects can help your team receive recognition
and budget. Then, they are no longer a
distraction, but serve your purpose.
11. CISCO-An Introduction
• CISCO is in the business of networking equipment.
• Derived from San Francisco, the city from where it originated.
• One of the first companies to sell commercially successful
routers supporting multiple network protocols.
• One of it’s products “Cisco 2500” managed to stay in business
for than 2 decades.
12. Introduction(Contd.)
• By March 2000, it became one of the most valuable companies
of the world having a market cap of more than $500 billion.
• By late 2004, the company started moving to high end
hardware and software architecture.
• India is one of the company’s largest overseas market and
production centre.
• One of the first companies to develop Ethernet.
13. Key customers of Cisco
• Corporate - Ford India, Dr. Reddy's Laboratories, Tata Group, Mahindra & Mahindra, Larsen
& Toubro, Gas Authority of India, Indian Oil Corporation, Le Royal Meridien, Taj Group of
Hotels and Hindustan Lever
• Service Providers - Tata, Reliance, Bharti, VSNL, BSNL, MTNL, SIFY and IDEA Cellular
• Banking and Financial Services - HDFC Bank, State Bank of India, Punjab National Bank,
United India Insurance Corporation, New India Assurance, National Insurance Corporation,
Life Insurance Corporation, Bank of Baroda, Bank of India, IDBI Bank, ICICI, IDRBT, Vysya
Bank and Yes Bank.
• Government - State Governments of Gujarat, West Bengal and Andhra Pradesh, Lok Sabha
(Parliament) Library, Supreme Court, National Highway Authority, CDAC and APDRP
(Accelerated Power Development and Reform Programme)
• IT Services - Infosys, Wipro, Digital GlobalSoft, IBM, Adobe, Intel, Cognizant Technologies,
Tata Consultancy Services, Texas Instruments, Tesco, Unisys, US Technologies, Mahindra,
First India Insurance, Symphony Technology, Thomson Reuters and HCL
14. B2B Branding
• Currently, Cisco serves customers in three target markets: enterprise, service
providers, and commercial sector.
• Cisco not only makes hardware that allows B2B to work (routers, switches, and
the like) but also serves as a model of how companies can best exploit the
Internet.
• Cisco customers can visit its web site to check out product specs and make their
orders.
• The information is then routed on the Internet through Cisco to its suppliers. A
full 65 percent of the orders move directly from the supplier to the customer.
Cisco never touches them.
• The products are built only after they are ordered, so little, if any, inventory is
kept in warehouses.
15. B2B Branding
• Cisco handles business-to-business electronic commerce by
providing applications for their consumers. Their applications
"allow companies to sell products and services and manage
customer and partner relationships over the Internet"
(Cisco, 2001a, Solutions).
• Involves in the process of EDI (Electronic Data
Interchange), cuts down intermediaries thus maximising
profits.
16. • CISCO acts as a Supplier and a customer in their relationship
with Spirent communications.
• In 2000, Cisco teamed up with GTE, Whirlpool, and Sun
Microsystems to develop the "home gateway", a device that
will tie together PC's in a network.
• They define their target markets as companies with a need of
data network of their own as well as connectivity to the
internet.
17. B2B vs B2C Branding
B2B Branding
B2C Branding
Aimed at intermediate value provider
Aimed at the end-user
Two way relationship
Transaction or one-way relationship
Small number of customers
Large number of customers
Buyers reached through specialized media
Buyers reached through mass media
Multi-step buying cycles
Short sales cycles
Relatively complex product offering
Relatively simple product offering
Never on impulse
Purchase can be on impulse
Marketing about educating
Marketing about convincing
18. How People Have thought of Cisco
The Internet Router Networking IT
19. How Cisco has thought of Cisco
Work
Live
Play
Learn
Changing the Way we work, live, Play and
Learn
22. Problems in B2B branding
•
•
•
•
•
•
Lack of academic research
Perception of branding by B2B buyers
Impracticality of B2B Branding
Financial problems
Buyers are profit motivated and budget constrained unlike B2C
Brand building process is complex
23. Recent Trends in B2B Marketing
Nature of Business buyers on the basis of
branding
[VALUE]%
[VALUE]%
1. Highly Tangible Buyers:
• Perceived price and product information
– most important
• Perceive themselves as more
knowledgeable
• Focus on relationship and hence more
likely to rank their suppliers
37%
2. Branding Receptive Buyers:
• Branding elements – most important
Highly Tangible buyers
Low Interest group
Branding Receptive
3. Low interest Groups:
• None of the attributes are important
24.
25.
26. Expand lead generation activity through social media
marketing
Define / focus corporate social media efforts
Develop clear business processes to utilize social media
marketing
Secondary Strategy
Support customer service with a social platform
Primary Strategy
Capture insights into market sentiment regarding products
and/or services
0%
10%
20%
30%
40%
50%
60%
70%
27. 58m
visits to
Cisco.com in Q1
25m
organic search
referrals
915k
5.5m
social reach
3.6m
886k
447k
mobile web
visitors
customer app
Downloads
social media
mentions
social referrers
to Cisco.com
paid search
click-throughs
145%
Cisco.com
238%
451k
118%
15%
Social Reach
Mobile Phones
Mobile Apps
28. Intelligence
•
Leverage listening to
understand your social
audience
•
Study your competition
•
Make data-driven decisions
•
Automate processes &
workflows
Engagement
Measurement
Advocacy
•
Integrate social into the
brand experience
•
Benchmark and track
progress
•
Build long-lasting
relationships to create loyalty
•
Collaborate globally
•
•
•
Lead with compelling content
and conversations
Automate integrated
dashboards
Use loyalty as the foundation
to drive advocacy
•
Celebrate success
•
Provide triggers to continue
journey
Enablement:
Global Strategy, Consulting & Training
Governance | Training & Certification | Strategy & Consultation | Social Ambassadors
30. Online Community to Share Information and Scale
Best Practices
• Community-driven content
• Activity calendar
• Discussions, blogs
• Social networking
32. Identify
Emerging Themes
Capture Industry
Trends
Find Fans
and Advocates
Competitive Insights
Uncover
Influencers
Benefits
of
Listening
Discover Product
Issues
Crisis / Risk
Management
Product
Development Feedback
Message Penetration
Sales Leads
33. 1) WW Technical Services Discovers Two P1 Issues and BU
Resolves
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus products through
various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
3) Tandberg Addresses Customer Concerns Over Acquisition and
Calm Fears
• Customers publicly voice their concerns about the acquisition on Tandberg’s
Facebook page.
• Tandberg team actively monitoring and responds via their Facebook wall and
contacts appropriate sales rep to let them know the customer needs more
reassurance.
• Team calm fears and avoids any further public escalation of concerns on
Facebook.
• The loudest customer has since removed his negative comments from the
Facebook wall.
2) Small Business Uncovers Product Issue and Restores Faith of
Partner
• Cisco Partner expresses lack of faith in UC560.
• SMB actively listening, reach out and uncover product issue.
• Product team react quickly, faulty units sent directly to engineers for examination in
order to prevent repeat issues.
• Partner appreciates prompt response and resolution.
4) Cisco Data Center Enters a New Market with Unified Computing
(UCS)
• First step to entering new terrain is listening and learning to what’s being said in
the marketplace.
• Active listening and strong feedback loops ensure Cisco’s language accurately
reflects the external realities of customer conversations.
• Earns legitimacy by coauthoring content with established thought leaders inside
the community.
• DC team amplifies customer enthusiasts and preempts detractors to improve
receptivity to their insights.
34. Monitor global conversations and
geographical activity
Identify trending topics or
emerging themes
Monitor influencers and
sentiment of their posts
Monitor sentiment and spikes
or viral stories
Monitor shifts in share of voice and
product focused activity
v
EBC Social Media Listening Center
SocialMiner: Monitor event
attendees, engage, and performance of
social media staff
35. • Cisco teams respond to
tweets where we can offer
help or that might be a
sales lead
Example:
• An Executive at a NY
company tweeted that
they were having trouble
with their TelePresence.
• Someone from Cisco
TelePresence replied
(within an hour)
36. Cisco you suck - I have to register & then click bloody
download and accept about a thousand times just to
get updated firmware. #wtf #fail
@henaredegan sorry to hear about the downloads
issues. We created a page for easier firmware
downloads, hope this helps! http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the “Download and Accept
License” all in one click – good stuff
41. “Worklife Cloud” is a customized
“Economics in the Cloud” is an Infographic
The Multiple Devices reveal event is the first-
visualization of everyday CIO/CTO cloud
aligned with the IBSG “World of Many
ever pinned video on the brand Twitter page
usage
Clouds” POV launch
• With additional amplification
planned, expected traffic to increase 4X
• Top traffic sources include the Cisco Germany
• Average time on page: 9 minutes
• Top traffic sources:
Facebook, Weibo.com, Twitter, and
blogs.cisco.com
• Top traffic countries: US, China and Mexico
blog and the Cisco LATAM blog
• Top countries include Brazil, UK, India and
Germany, all part of the G6
• Number of views significantly surpassing nonsocially activated videos
• Generated 270 likes and nearly 50 retweets
across Facebook and Twitter
• Over 200 tweets containing the
#CiscoYourWay hashtag
42. Cisco.com and Social Media
Seamless Integration
Cisco-Owned Social Properties
Social Media Components
Cisco.com
Social Hub
Social
Login
44. •
Video to pique interest in demo
•
Demo served as a catalyst to begin in-depth
technical conversations that influenced over $80M
in ASR 9000 sales
•
Video views tied directly to purhcase, not just
awareness
•
Ad Impressions (Awareness)
Video Views (Consideration)
Awards
– Winner Best Use of Viral Video – B2B
Magazine, 2011
Demos
(Response)
Result
(Purchase)
– Winner People's Choice Award – B2B
Magazine, 2011
210 qualified leads
$80M+ influenced sales
Aberdeen – “B2B Social Media Marketing: Are we there yet?” http://www.aberdeen.com/Aberdeen-Library/7635/RA-social-media-marketing.aspx - 3/1/2012
FY12 final snapshot
Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
We recognize that we must actively listento the discussions and opinions of our customers and competitors.We want to know what they say about Cisco, our competitors and the industry.With what we learn, we can then engagein meaningful conversations with them to inform and strengthen our relationships with them.
Was able to turn a negative post around into positive…
Talk here about sales opportunities as well…
1. Integration (CDC & social examples)2. Content (brand infographic examples)3. Conversations (Twitter example)4. Engagement triggers (Social Rewards, Collab example with “next steps” rolling thunder)
Objective: use the viral impact of a Cisco YouTube video to initiate 2-way engagements with potential customers in a unique way and thereafter drive purchase for the ASR 9000Video is highly effective asset in breaking away from traditional marketing processes to increase 2-way dynamic between Cisco and customersHere, social media was used to drive sales metric vs. just being an awareness platformChallenges, games, and contests are innovative and fun ways to engage customersAwards:Winner Best Use of Viral Video – B2B Magazine, 2011Winner People's Choice Award – B2B Magazine, 2011Process: offer users a live demo to experience the functionality of the ASR 9000 themselves by creating a teaser video that would drive users to arrange for an interactive demo experience with the Cisco account teamTeaser video was used as a marketing effort that challenged users to use a remote controlled arm (“Robot Arm”) to pull out the route switch processor card from the ASR 9000 and try to disrupt the streaming video Interested users sent to website to sign up and then be contacted by Cisco team member who gave users the demo (designed so that ASR 9000 would always beat the “Robot Arm” being controlled by the users) Result: this demo served as a catalyst to begin in-depth technical conversations that eventually influenced over $80M in ASR 9000 sales (as of July 2011)Video wasn’t viral in terms of getting many views, but it had “viral impact” by hitting specific target audience of SPs to increase purchasesVideo won “Best Use of Viral Video” and “People’s Choice Award” in B2B MagazineResources:“Cisco ASR 9000 Test Drive (Robot Arm) Deep Dive” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-84118439.pptx“Cisco ASR 9000 ‘Robot Arm’ Test Drive and iPv6” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-72818444.pptx“Mini Case on Lead and Revenue Generation in Social Media” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=121107003&name=DLFE-82318404.pptx“Cisco ASR 9000 ‘Robot Arm’ and iPv6” presentation WebEx Replay Link: https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=MC&rID=52304797&rKey=d71c694354515eb7 (56min) “Cisco ASR 9000” blog post: http://blogs.cisco.com/tag/asr-9000/page/4/“Cisco Viral Video Campaign Drums Up $80M in Sales Opportunities” blog post: http://blogs.cisco.com/socialmedia/cisco-viral-video-campaign-drums-up-80m-in-sales-opportunities/