The document provides an outline for a content strategy framework. It discusses the changing content landscape and challenges with current B2B content. It then presents a 4-step content planning framework: 1) profiling the opportunity gap, target audience, and key message; 2) aligning content to the buyer's journey; 3) leveraging existing content; and 4) delivering content across multiple channels. The framework is designed to increase content consumption by developing a better understanding of the audience and their needs at different stages in the buying process.
This document provides 10 tips for maintaining a healthy and sparkling pool or hot tub. It discusses the importance of properly managing algae, water clarity, water level, use of sunscreens, tool care, water temperature, yard debris, and pool run time. Key points include that algae can grow rapidly and affect water quality, the need to balance filtration and water chemistry to maintain clarity, and maintaining the proper water level for skimmer function. Proper maintenance of tools and removing yard debris are also emphasized.
Social Media Strategy Framework with Case StudiesPetra Neiger
Social media, content marketing, social advertising, advocacy, ROI and other topics for small business presented at Canada College workshop. With how to-s, tools, best practices, case studies and exercises. Public, online version only.
Building A Content Marketing Discipline (Version 2.0)Petra Neiger
The components, roles and responsibilities of a successful content marketing discipline, and how to get there from content strategy to content operations.
Building A Content Marketing DisciplinePetra Neiger
Why and how to build a content marketing discipline. Increase relevance, operationalize and scale content, generate leads. 4 Ps of content marketing: people, processes, practices and places (distribution). Tools. Management buy-in, content operations, curation, creation, training and enablement, syndication. Make content easy to find, access and share. Think mobile.
Social Media: Driving Business Impact (Part 2 of 2)Petra Neiger
Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation
The document provides an outline for a content strategy framework. It discusses the changing content landscape and challenges with current B2B content. It then presents a 4-step content planning framework: 1) profiling the opportunity gap, target audience, and key message; 2) aligning content to the buyer's journey; 3) leveraging existing content; and 4) delivering content across multiple channels. The framework is designed to increase content consumption by developing a better understanding of the audience and their needs at different stages in the buying process.
This document provides 10 tips for maintaining a healthy and sparkling pool or hot tub. It discusses the importance of properly managing algae, water clarity, water level, use of sunscreens, tool care, water temperature, yard debris, and pool run time. Key points include that algae can grow rapidly and affect water quality, the need to balance filtration and water chemistry to maintain clarity, and maintaining the proper water level for skimmer function. Proper maintenance of tools and removing yard debris are also emphasized.
Social Media Strategy Framework with Case StudiesPetra Neiger
Social media, content marketing, social advertising, advocacy, ROI and other topics for small business presented at Canada College workshop. With how to-s, tools, best practices, case studies and exercises. Public, online version only.
Building A Content Marketing Discipline (Version 2.0)Petra Neiger
The components, roles and responsibilities of a successful content marketing discipline, and how to get there from content strategy to content operations.
Building A Content Marketing DisciplinePetra Neiger
Why and how to build a content marketing discipline. Increase relevance, operationalize and scale content, generate leads. 4 Ps of content marketing: people, processes, practices and places (distribution). Tools. Management buy-in, content operations, curation, creation, training and enablement, syndication. Make content easy to find, access and share. Think mobile.
Social Media: Driving Business Impact (Part 2 of 2)Petra Neiger
Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation
Social Media Mini Case Studies from Around CiscoPetra Neiger
This document outlines strategies that Cisco has used to engage audiences through social media. It discusses how Cisco generated over 500 meeting requests and 172 new leads through an interactive campaign in Latin America. It also describes how Cisco reduced lead response time from 5 days to 1 day through social tagging. The document provides several other examples of successful social media campaigns run by Cisco that increased engagement, leads, and brand awareness.
Your employees as your brand ambassadorsPetra Neiger
You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.
How Using Game Principles Can Help BusinessesPetra Neiger
The document discusses how businesses can use principles from games, or "gamification", to engage customers and drive behaviors. It provides examples of game mechanics like badges, reputation systems, and leveling up that can be applied to non-game contexts. The document advises businesses to start by identifying desired user behaviors and incentives, then use tactics like rewards to encourage those behaviors and measure success. Key considerations include making the experience relevant, outlining benefits of participation, and creating a clear progression path to keep people engaged.
The document summarizes Cisco's policies on social media use. It outlines Cisco's view that employees can use social media for work purposes as long as they follow relevant policies. It provides guidance on identifying oneself and maintaining transparency when discussing Cisco business online. The document also describes Cisco's internal social platforms and encourages employees to get manager approval before participating in external social media as a Cisco representative. Overall, the document aims to manage risks from social media use through educating employees on Cisco's policies.
Social Engagement: Buckle Up and Enjoy the Ride!Petra Neiger
The document discusses social engagement and provides tips for companies. It notes that 90% of people trust peer reviews and 37% of tech buyers use social media for advice. It encourages companies to integrate social media into their business, listen to customers, engage customers on social platforms, and measure the impact of their social media efforts on business goals.
The document summarizes Cisco's journey with social media from an unorganized "Wild West" approach to a strategic and organized "Social Business". It outlines Cisco's building of a social media village with centralized teams and programs across marketing, communications, and customer service. It also discusses Cisco's focus on social brand, social business infrastructure, active listening for business impact, and engaging customers through online communities and social media events.
Case Study - Entering A New Market Using Social Media, Cisco UmiPetra Neiger
Cisco launched its consumer video communication product called ūmi, which connects an HD television to video call. An extensive social media campaign was used to drive awareness of ūmi. This included influencer marketing, contests, partner promotions, and listening on social platforms. The campaign was successful, generating over 1 million trial experiences, 500k website visitors, 20k Facebook fans, and engagement across social media. Lessons included preparing support resources in advance and leveraging influencer passion to increase awareness.
Case Study: Doobie Brothers - World Gone Crazy Album Debut on TelePresence, U...Petra Neiger
The document summarizes Cisco's involvement in promoting the new album release of the band The Doobie Brothers. Cisco partnered with the band, their record label, and other companies to live stream the album debut concert globally using Cisco technology. The event had over 300 live attendees, was streamed to 11 locations, and had over 17,000 online views. Social media was heavily utilized to promote the event beforehand and engage fans internationally during the performance. The collaboration was deemed a success in raising awareness for the album and demonstrating Cisco's technology capabilities.
Cisco's Social Media Evolution and Case Studies (FOCUS Presentation)Petra Neiger
This document summarizes a presentation by Cisco executives Craig Rosenberg and Petra Neiger on Cisco's social media strategy and journey. Some key points:
- Cisco has evolved from a one-way communication model to focus on two-way conversations, building communities, and joining discussions.
- Cisco's social media engagement has helped increase revenues while least engaged companies saw a 6% drop in revenues.
- Cisco's social media efforts aim to reduce costs, extend reach, and engage customers through initiatives like blogs, videos, contests and more.
- Critical factors for success include aligning social goals to business objectives and having subject matter experts involved in planning and engagement.
Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Te...Petra Neiger
Find out how NBC and Cisco put content creation in the hands of the athletes and used social media to share the footage with the world. Plus, 7 things we would do differently next time.
Case Study: Evolution of Game Marketing at CiscoPetra Neiger
This document summarizes Cisco's experience with three marketing games: EdgeQuest 1, EdgeQuest 2, and Cisco myPlanNet. It describes the games, their objectives, components, marketing approaches, and lessons learned. Key takeaways include: 1) Games can effectively engage customers and spread brand awareness; 2) Iterative games became more sophisticated and integrated social media better over time; and 3) Non-traditional marketing tools like games are useful for keeping products top-of-mind after launch.
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Social Media Mini Case Studies from Around CiscoPetra Neiger
This document outlines strategies that Cisco has used to engage audiences through social media. It discusses how Cisco generated over 500 meeting requests and 172 new leads through an interactive campaign in Latin America. It also describes how Cisco reduced lead response time from 5 days to 1 day through social tagging. The document provides several other examples of successful social media campaigns run by Cisco that increased engagement, leads, and brand awareness.
Your employees as your brand ambassadorsPetra Neiger
You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.
How Using Game Principles Can Help BusinessesPetra Neiger
The document discusses how businesses can use principles from games, or "gamification", to engage customers and drive behaviors. It provides examples of game mechanics like badges, reputation systems, and leveling up that can be applied to non-game contexts. The document advises businesses to start by identifying desired user behaviors and incentives, then use tactics like rewards to encourage those behaviors and measure success. Key considerations include making the experience relevant, outlining benefits of participation, and creating a clear progression path to keep people engaged.
The document summarizes Cisco's policies on social media use. It outlines Cisco's view that employees can use social media for work purposes as long as they follow relevant policies. It provides guidance on identifying oneself and maintaining transparency when discussing Cisco business online. The document also describes Cisco's internal social platforms and encourages employees to get manager approval before participating in external social media as a Cisco representative. Overall, the document aims to manage risks from social media use through educating employees on Cisco's policies.
Social Engagement: Buckle Up and Enjoy the Ride!Petra Neiger
The document discusses social engagement and provides tips for companies. It notes that 90% of people trust peer reviews and 37% of tech buyers use social media for advice. It encourages companies to integrate social media into their business, listen to customers, engage customers on social platforms, and measure the impact of their social media efforts on business goals.
The document summarizes Cisco's journey with social media from an unorganized "Wild West" approach to a strategic and organized "Social Business". It outlines Cisco's building of a social media village with centralized teams and programs across marketing, communications, and customer service. It also discusses Cisco's focus on social brand, social business infrastructure, active listening for business impact, and engaging customers through online communities and social media events.
Case Study - Entering A New Market Using Social Media, Cisco UmiPetra Neiger
Cisco launched its consumer video communication product called ūmi, which connects an HD television to video call. An extensive social media campaign was used to drive awareness of ūmi. This included influencer marketing, contests, partner promotions, and listening on social platforms. The campaign was successful, generating over 1 million trial experiences, 500k website visitors, 20k Facebook fans, and engagement across social media. Lessons included preparing support resources in advance and leveraging influencer passion to increase awareness.
Case Study: Doobie Brothers - World Gone Crazy Album Debut on TelePresence, U...Petra Neiger
The document summarizes Cisco's involvement in promoting the new album release of the band The Doobie Brothers. Cisco partnered with the band, their record label, and other companies to live stream the album debut concert globally using Cisco technology. The event had over 300 live attendees, was streamed to 11 locations, and had over 17,000 online views. Social media was heavily utilized to promote the event beforehand and engage fans internationally during the performance. The collaboration was deemed a success in raising awareness for the album and demonstrating Cisco's technology capabilities.
Cisco's Social Media Evolution and Case Studies (FOCUS Presentation)Petra Neiger
This document summarizes a presentation by Cisco executives Craig Rosenberg and Petra Neiger on Cisco's social media strategy and journey. Some key points:
- Cisco has evolved from a one-way communication model to focus on two-way conversations, building communities, and joining discussions.
- Cisco's social media engagement has helped increase revenues while least engaged companies saw a 6% drop in revenues.
- Cisco's social media efforts aim to reduce costs, extend reach, and engage customers through initiatives like blogs, videos, contests and more.
- Critical factors for success include aligning social goals to business objectives and having subject matter experts involved in planning and engagement.
Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Te...Petra Neiger
Find out how NBC and Cisco put content creation in the hands of the athletes and used social media to share the footage with the world. Plus, 7 things we would do differently next time.
Case Study: Evolution of Game Marketing at CiscoPetra Neiger
This document summarizes Cisco's experience with three marketing games: EdgeQuest 1, EdgeQuest 2, and Cisco myPlanNet. It describes the games, their objectives, components, marketing approaches, and lessons learned. Key takeaways include: 1) Games can effectively engage customers and spread brand awareness; 2) Iterative games became more sophisticated and integrated social media better over time; and 3) Non-traditional marketing tools like games are useful for keeping products top-of-mind after launch.
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
6. Close the Loop: Always Think “Full Circle” Online Offline On the Go
7. Maximize Your Presence on Your Landing Page 1 Link to your social media destinations from your solution pages and microsite (if applicable) Enable people to share your page by adding a sharing widget
8. Maximize Your Presence on Your Landing Page (cont’d) 1 Enable people to share your page via social bookmarking and sharing tools Link to your social media destinations
9. A Slight Detour: Social Sharing and Bookmarking Social bookmarking and sharing tools, such as StumbleUpon, Digg, etc can help you get the word out to the masses. Be active – don’t just rely on other people bookmarking and sharing your content, have people on your team do the same to increase impact. You can add this feature to almost anything you do online – web page, blog, social media releases, etc 1
10. Maximize Your Presence on Your Landing Page (cont’d) 1 Display live feeds on your page (for better visibility, it’s best to do so on your main page, at visitors’ first point of entry into your company or solution area. Should be easy to locate)
11. Enable Your Marketing Assets to Include Social Media 2 Add social media feeds to your online, offline and mobile marketing assets (this examples shows a web-embeddable and a desktop widget with live social media feeds)
12. Create Social Media-Enabled Collateral 3 Add social media links to your HTML collateral Create clickable dynamic PDFs with embedded social media links Examples: interactive brochures, white papers with social media
13. Maximize Your Presence on Social Media Platforms 4 WITHIN PLATFORM: Add cross-links between relevant pages (e.g., you have a US Facebook page and somebody else has a WW Facebook page on the same or similar topic) ACROSS PLATFORMS: Cross-promote your other social media destinations
14. Maximize Your Presence on Social Media Platforms (cont’d) 4 ACROSS PLATFORMS: Drive people to activities on your other social media destinations or on guest social media destinations Source: http://www.netbanker.com/2009/04/intuit_uses_real-time_twitter_feed_in_banner_ad_on_venturebeat_blog.html Intuit using an ad featuring TurboTax Twitter feeds on VentureBeat blog SlideShare ad driving traffic to e.g., your community page or a blogger event
15. Add Social Media to Online Advertising 5 Add your social media feeds into your banners Source: LinkedIn Source: BuzzLogic
16. Highlight Your Social Media Presence in Print Material…(and TV and Radio) 6 Note: keeping your account names consistent will help with brand recognition and recall Print ad Poster
17. Integrate Your Social Media Presence into Your Traditional Communication Vehicles 7 Newsletters URL cards Business cards Email campaign Email signature Presentations Thanks to Allison Johnson of GGSG, Cisco for this example
18. Create Your Social Presence on Mobile 8 eCommerce opportunities Mobile applications Mobile social networking (check in at an event, reward people for attending your event)
19. Promote Your Social Media Presence as Part of Your Events and Webcasts 9 For more ideas, read my blog Add your social media links, or even better, live feeds on your event page
20. Promote Your Social Media Presence as Part of Your Events (cont’d) 9 For more ideas, read my blog Display live tweets on a big screen at your live event @mytweet This is a great show! #show @show What’s next? #show @yourtweet Tune in to our live post-show chat! #show
21. Promote Your Social Media Presence as Part of Your Events (cont’d) 9 For more ideas, read my blog Full social media presence integration at virtual events Source: http://www.hypergridbusiness.com/2010/05/virtual-events-go-social/
22. Promote Your Social Media Presence as Part of Your Webcasts 9 For more ideas, read my blog Encourage people to submit questions via Twitter to be answered live on webcast Encourage people to join presenters on Facebook after webcast to continue discussion on Facebook Chat or Discussion Forum
23. Promote Your Social Media Presence as Part of An Event or Webcast You’re Attending 9 For more ideas, read my blog Tweet about the event before, during and after using the hashtag. Many events now display live feeds on their pages which will make it easy for others to find you
24. Deliver Your Event on A Social Media Platform 9 Facebook event app by Involver Let people know by letting them experience an event on your platform CiscoCollab monthly TweetChats
25. Put Yourself Out There. Make Yourself Noticed 10 Participate on platforms that you don’t own or manage (example shows Google hosting a chat via GovLoop, a social networking site for people interested in government-related topics)
26. Put Yourself Out There. Make Yourself Noticed (cont’d) 10 Participate on platforms that you don’t own (examples show Philips’ Innovations in Health and HP/Intel’s Small Biz Nation LinkedIn groups focusing on relevant industry topics)
27. Put Yourself Out There. Make Yourself Noticed (cont’d) 10 Use relevant hashtags and @ Follow, fan and promote others
28. Always Keep Social Search in Mind 11 … to uncover, test and/or validate search terms people are using in your segment … then include these terms in your blogs, tweets (don’t forget to add hashtags), posts, etc. to increase your relevancy and exposure Tips: Listen to the conversations in places that you don’t own or manage (a.k.a. guest platforms) Use the search function on Twitter and other social media platforms Run a query on Google, Bing, etc