The Case Study Elaborates HOW ADG BUILT A LOYALIST COMMUNITY AND INCEPTED A DIGITAL DEMAND GEN FUNNEL FOR CISCO INDIA ON THE WORLD WIDE WEB

1. CASE STUDY ON HOW ADG BUILT A LOYALIST COMMUNITY AND
INCEPTED A DIGITAL DEMAND GEN FUNNEL FOR CISCO INDIA ON
THE WORLD WIDE WEB
Presented by :
Allied Digital Group
www.adgonline.in

2. THE OBJECTIVE?
TO BUILD SHARE OF VOICE AND
SPEARHEAD PERFORMANCE
LED CAMPAIGN TARGETING THE
PRIME TECHNOLOGY
PURCHASE DECISION MAKERS

3. SYNOPSIS
CISCO INDIA : A PROGRAMMED JOURNEY
HOW ADG INTERLINKED NICHE
SELLING SKUs IN FOCUS
DEMAND GEN AND VIRAL TACTICS
SYNERGIZING OFFLINE AND ONLINE
THE RETURNS AND DELIVERABLES

5. “Hi, I am looking at marketing arsenals to
supplement sales”
“Hi, A media mix that is also ROI Lead,
Niche with No spill over. Is it possible?”
“Synergizing Offline and Online….
Possible for a brand like Cisco?”
“We want an ambassador Program
for the Cisco Employee”
THE EXPECTATION?

6. What

7. AND THE JOURNEY BEGAN……..

8. Positioned Cisco as the “Thought Leader in
Networking and Technology as a domain”
Benchmarking
Process
dynamics and
data-sharing
Leveraging
Connected
Themes
Relentless focus
on Demand Gen
Programs and
Programmatic
Buying
Insight Driven
models
The Ground Work?
We took a Deep Dive to
understand the behavior of
Targeted Segment in
question…
And Conducted Offline and
Online Surveys
This included a lot of
Understanding of the
Market , the USP and
Technology behind the
Products

9. IDENTIFIED TOUCHPOINTS : CONCEIVED THE
FOLLOWING PROGRAMS
Referral Programs
NICHE COMMUNITY
SHARE OF VOICE
CISCO SMB VIRTUAL
MARKET PLACE : A Shift
towards e-Commerce
BRAND LISTENING
ACROSS THE WEB
CISCO SOCIAL MEDIA
AMBASSADOR
PROGRAM
OCP CAMPAIGN : One of
its kind campaign
Leveraging Content to
populate Cisco’s honor at
Frost and Sullivan Awards
ADDITIONAL CUP
CAKES
Social Coverage and
Podcast for INTEROP
2012 broadcasting
Jimmy Ray Purser’s Visit
to India

10. THE OVERVIEW OF THESE TOUCHPOINTS

11. CISCO SMB VIRTUAL MARKET
PLACE : A Shift towards e-
Commerce

12. VIRTUAL MARKETPLACE
FOR CISCO TARGETING SMBs
A SHIFT TOWARDS
E-COMMERCE
http://smbmarketplace.cisco.com/

13. Acquired a Prospect
base of 4000+ in a
span of 3 Months.
200+ Leads in 30
Days

14. OCP CAMPAIGN : One of its kind campaign
Leveraging Content to populate Cisco’s
honor at Frost and Sullivan Awards

15. CREATING RIPPLES AROUND CISCO’S HONOUR
AT
FROST AND SULLIVAN AWARD

16. Our Recipe of Success
Organic Content Population
o All content-sharing platforms used to amplify the content
organically
o Capitalizing on the power of Video through YouTube
• LinkedIn Sponsored Updates
o Recently announced LinkedIn feature (August W2) enabling
one to target better and promote your content effectively
• Social Media Lever (Facebook, Youtube)
o Creating visibility through paid ad module (both text and
Video ads)
o Focused on Facebook to leverage the 106K strong Cisco
India Facebook Community
1
2
3

17. 100
Reads
169 Views
1970 users
online
Cisco India WebEx Page
Targeted Page
Number of Content Sharing
Platforms Leveraged
Number of
Submissions
Done
Estimated Number
of Views
8 256+ 1,738+
BANNERS ADS ARE BYGONE…!!WE LEVERAGED THE CONTENT”

18. BRAND LISTENING
EXERCISE TO KNOW
HOW
IS CISCO
BEING HEARD ON
THE WEB

19. Tools Used

20. WE HEARD WHAT THE AUDIENCE
WAS SAYING!!
Cisco India Avaya India HP India Microsoft India

21. INSIGHTS ANALYTICS
BY DELVING DEEP

22. Social Coverage and
Podcast for INTEROP
2012 broadcasting
Jimmy Ray Purser’s Visit
to India

24. PRE CURTAIN
RAISER
CROWD SOURCED
INNOVATION
INTERACTIVE USER INTERFACE
INTERLINKED WITH DEMAND GEN
BACKEND

25. VIDEO STREAMING
THROUGH
FACEBOOK ACROSS
50 CITIES IN INDIA

26. SOCIAL MEDIA
AMBASSADOR PROGRAM :
PROCESS
INTER-OPERATIBILITY

27. CISCO SOCIAL MEDIA
AMBASSADOR PROGRAMME
Cisco Cisco
Engaged with the
Internal Work Force
Cisco Loyalist Badge
TO CREATE SENSE OF BELONGINGNESS
TOWARDS THE BRAND AND HONOUR
CISCO WHIZ KID

28. Champions
Enthusiasts
Onlookers
Laggards
Cisco Captive Audience Split; on the basis of HR
Program initiative through Social Media Channels
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

29. PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS AND
INTEGARTING LIVE EVENTS
Included the widgets and
handles for increased
response
Live Events

30. Blogging Contest
for Cisco Enthusiasts
This worked as a fair medium to engage users
and also monitor their involvement as per their
expertise areas.
A mini-website which
covered pillar to post
info. On Cisco Social
Ambassador Program
Microsite of
Social Ambassador Club

31. THE CARROT APPROACH

32. APPLICATION
VIRALS

33. Registrant enters his/her
data & uploads the
picture to enter contest
Is he /
she a
relevant
contact
Send a ‘B’ category gift
and a ‘Thank You’ mail
Is he on
FB/Twitter
and a part
of our
follower list
No
Yes
Invite him/her to become
our follower and follow
him/her
No
Send him the gift and
Thank You mail
Make a courtesy Thank
You tele-call & get his
DOB/DOA
Put a process in place
to send him bouquet on
DOB/DOA
Yes Is he a
CXO
Addition Invite him
to C-club
Yes
No
A SYSTEMATIC APPROACH
Integration
with other Social
Channels

34. INTEGRATION TO GENERATE RESPONSE
AND QUALIFIED LEADS
TO GATHER
NET NEW NAMES
INTEGRATED
WITH
MONETIZATION
ACTIVITY

35. CREATING SYNERGIES BETWEEN
OFFLINE,
WEB AND BRAND CALL OUTS

36. Cisco India
participation in
Government Projects
Social Index (Events on Flicker) : Cisco
Connected Government Initiatives
Integrating Offline
Event through Live
Stream Coverage

37. Social Index : Cisco Connected
Government Initiatives
We Live streamed off
ground Technical
Demos by Cisco

38. BRAND CAMPAIGN INTEGRATION
WITH DISPLAY

39. Corporate Social Responsibility
Integrating Cisco
CSR Projects with
Social Media
Networks

40. SOME MORE CUP CAKES THAT WE PUT IN CISCO’s
WEB BASKET

41. PROGRAMMATIC MEDIA BUYING
0
500
1000
1500
2000
2500
Series1

42. CISCO BOOK CLUB ACTIVITY
OUR STEP TOWARDS NURTURING

43. Demand Generation through Innovative and
Engaging contests
Over
3 Lac +
Page views
in a day
200+
Registration
s in 5 Days
Overwhelming Response!!!

44. 0%
10%
20%
30%
40%
50%
60%
70%
Monthly
Active
Users
Post
Views +
Post
Feedback
%
feedback
on all
posts
Target %
% Achieved
Insights:
Monthly Active Users: 4114
(40%) % Post Feedback : 0.6-0.9% Post
Views+ post feedback : 1063 (12%)

45. Create traction for
fans by embedding
an interactive Cisco
India Video on the
Page
HOSTED MICROSITE
INTERFACE LEADING
TO CISCO INDIA
WEBSITE

46. 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

47. THE IMPACT

48. • 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 1 Lac+ 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
WHAT WE ACHIEVED?

49. THANK YOU AND
GO VIRAL WITH
ADG 