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Cisco Shares Making the Case for B2B Social Media

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Presentation by Charlie Treadwell and Chris Johnson at the Arizona Tech Council for Making the Case for B2B Social Media.

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Cisco Shares Making the Case for B2B Social Media

  1. 1. Justifying Social Media inthe B2B SpaceChris Johnson, CEO/Founder, TerraleverCharlie Treadwell, Social & Digital Marketing Manager, CiscoNovember 27th, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. It is the new collaboration system between employees, customers and brands Most efficient listening and feedback-gathering channel available Accelerates word of mouth© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. 62% of adults worldwide use social media 56% of Americans have a social network profile 55% of Americans 45 - 54 are on social networks 80% of Americans 18 – 24 have a profile on social media Sources: Various, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. 90% of of B2B companies actively participate in Facebook 60% of B2B marketers have implemented a social media strategy 53% of B2B companies actively participate in Twitter 73% of all B2B leads are not sales ready Sources: Various, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. 67% more leads a month are created by companies who blog vs. those who don‟t 17% of total leads are created via social media by “best in class” B2B social media marketers compared to 5% for the rest 33% of global B2B buyers use social media to engage vendors. 75% plan to in the near future Sources: Various, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. B2B buyers are clearly beginning to rely on socialmedia for a role in the research and purchasingprocessIt provides consumer insight and connection that haspreviously been impossibleIt is measurable both in direct lead attribution and asan influencerSocial media provides opportunity for innovation andcompetitive advantage© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. Social media and good content continue to grow as akey contributor to search engine successIt can be much less expensive to execute oncompared to alternativesSocial media efforts are cumulative in natureIt‟s not going away!© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. Expand lead generation activity through social media marketing Define / focus corporate social media efforts Develop clear business processes to utilize social media marketing Support customer service with a social Secondary Strategy platform Primary Strategy Capture insights into market sentiment regarding products and/or services 0% 10% 20% 30% 40% 50% 60% 70% Sources: Aberdeen, 3/2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Globally drive highly relevantdigital experiences that increaseCustomer and Partnerengagement and that acceleratesales through increasedintelligence, customer contact andlead generation Simplify… Align…Target© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. 58m 5.5m visits to social reach 3.6m 886k Cisco.com in Q1 mobile web customer app 447k visitors Downloads social media 25m mentions organic search 238 referrals % 451k social referrers 915k to Cisco.com paid search click-throughs 118 % 15% 145% Cisco.com Social Reach Mobile Phones Mobile Apps© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Source: Cisco SiteCatalyst & other internal metrics. All values Aug „12-Oct „12.
  12. 12. Intelligence Engagement Measurement Advocacy• Leverage listening • Integrate social • Benchmark and • Build long-lasting to understand your into the brand track progress relationships to social audience experience create loyalty • Automate• Study your • Collaborate integrated • Use loyalty as the competition globally dashboards foundation to drive advocacy• Make data-driven • Lead with • Celebrate success decisions compelling content and conversations• Automate processes & • Provide triggers to workflows continue journey Enablement: Global Strategy, Consulting & Training Governance | Training & Certification | Strategy & Consultation | Social Ambassadors© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. • Community-driven content • Activity calendar • Discussions, blogs • Social networking© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. • Must know social media policy before engaging • Integrated into COBC and new hire processes • Must accept via e-signature • A required course in our social media certification program© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. SME 1: “The Discoverer” SME 2: “The Closer” Social Media Team Collaboration • SME 1 discovers negative comment in influential LinkedIn group • Alerts appropriate people triggering escalation process • SME 2 resolves situation within a few hours People “put a surprising amount of trust and credibility in employees of companies”. “41% of people believe conversations with company employees to be the most credible specialist sources of information.” Source: Michael Brito, Edelman Digital, Smart Business, Social Business© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. Identify Emerging Themes Capture Industry Find Fans Trends and Advocates Competitive Discover Insights Product Benefits Issues of Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. 1) WW Technical Services Discovers Two P1 2) Small Business Uncovers Product Issue and Issues and BU Resolves Restores Faith of Partner • P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560. • One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue. products through various TAC cases. • Product team react quickly, faulty units sent directly to • BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues. • Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution. 3) Tandberg Addresses Customer Concerns Over 4) Cisco Data Center Enters a New Market with Acquisition and Calm Fears Unified Computing (UCS) • Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to acquisition on Tandberg‟s Facebook page. what‟s being said in the marketplace. • Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco‟s Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of them know the customer needs more reassurance. customer conversations. • Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established of concerns on Facebook. thought leaders inside the community. • The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts comments from the Facebook wall. detractors to improve receptivity to their insights.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. Monitor global conversations and geographical activity Identify trending topics or emerging themesMonitor influencersand sentiment oftheir posts SocialMiner: Monitor event Monitor sentiment Monitor shifts in share of attendees, engage, and and spikes or viral voice and product performance of social stories focused activity media staff v
  21. 21. • 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)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. 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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. London 2012 Olympics & Paralympics Social Media Listening Center Supportin Listening Talking Energizing Embracing g Ambush 1 Marketing Crisis 2 Management Sentiment 3 Monitoring
  25. 25. Incident Language Breakdown Russian, 1 German, 1 Portuguese, 1 Chinese, 11 English, 19 Incident Type Twitter Outbid Network Attack/Hacking • Maintain training and keyword updates for 25 team stakeholders Competitor Ambush - BayNetwork.com • Deliver updates to Games Time Operations team (2x/daily, 7x/week) Competitor Ambush - M5 • Conduct UK  USA handover calls (1x/daily, 5x/week)Competitor Ambush - 盐城思科 (Yancheng SiKe) • Conducting daily analysis in key areas: Competitor Ambush - Shoretel • Monitor stability of Cisco Buzz, Global Conversations visualization in Cisco House and deliver troubleshooting services if 0 2 4 6 8 10 12 needed. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. Benefits: Complete Understand Augment Uncover new Create an your their customer "listening" opportunities advantage digital story journeys Learn from Benchmark Show value Learn best Improve your competitors against of your practices digital efforts mistakes competitors efforts© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 27. Integration of social Integration of socialcollaboration into customer & insights into the customerpartner interactions. & partner experience. Social Intelligence Social Collaboration© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  28. 28. Social Data Social Data Analysis Social Listening Social Login Social Rewards© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  29. 29. Volume of Mentions Quarterly reports exceed Announcement of plans to estimates (stock soar 10%14000 Unveiling of Mobile layoff 2% of workforce as and boost to dividends Network Platform Firmware update forcing part of ongoing12000 and Cloud Connect router admins into Cisco’s restructuring efforts Solution cloud management program10000 8000 Business News 6000 Announcement 4000 Launch Acquisition 2000 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!© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  30. 30. 1 2 3 Action-Based Social Media Noise Conversations Priority© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  31. 31. • Support – Request for help resolving real-time issue (support) • Question – Question that doesn‟t require support resource (tech docs) • Critic – Insult that merits brand management consideration (PR) • Buzz – Praise from Cisco brand advocate (marketing) • Lead – Pronouncement of near-term purchase decision (sales) • Idea – Request to enhance a product with a new feature (product dev.) • Ambush – Communication from an unauthorized provider of Cisco products (legal)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  32. 32. Priority 1 Priority 2 Priority 3 Action required Action required No immediate action within 12 hours. within 48 hours. is required. Left up Escalation email Assigned to to assigned user‟s triggered, immediate responsible party discretion to take follow up required. and added to action. queue, action required.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  33. 33. critic webex P2 support webex P1 buzz webex P3 Social Hub Rules & Conditions IF THEN If “critic” Send to Webex PR And “webex” And “P1” Recommend follow up within 24hours Trigger Actions buzz webex P3© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  34. 34. Listening & Response is handled by a network ofliaisons, SMEs and dedicated technical services team Listening Liaison Product/Solution Mktg, etc. Dedicated Team for Support Listening Liaison Response & Crisis Comms, etc. Engagement, Technical SMEs Services Listening Liaison Listening Liaison Partner/Field Social Media Listening Product/Solution Mktg, etc. Center, Digital & Social Marketing, etc. Media Marketing SMEs© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
  35. 35. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
  36. 36. Content Conversations Integration Engagement Triggers© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  37. 37. “Worklife Cloud” is a customized “Economics in the Cloud” is an The Multiple Devices reveal visualization of everyday Infographic aligned with the event is the first-ever pinned CIO/CTO cloud usage IBSG “World of Many Clouds” video on the brand Twitter page POV launch • With additional amplification • Number of views significantly planned, expected traffic to increase 4X • Top traffic sources include the surpassing non-socially activated videos Cisco Germany blog and the • Average time on page: 9 minutes Cisco LATAM blog • Generated 270 likes and nearly • Top traffic sources: 50 retweets across Facebook Facebook, Weibo.com, Twitter, a • Top countries include and Twitter nd blogs.cisco.com Brazil, UK, India and • Over 200 tweets containing the • Top traffic countries: US, China Germany, all part of the G6 and Mexico #CiscoYourWay hashtag© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
  38. 38. Campaign related Social Internet of Things Tech infographics were designed Web Infographic publications and blogs to surface Cisco proof points and increase positive buzz • 30% increase in quantity of conversation, 7% increase in sentiment • 100MM impressions globally • Tweets from Jeff Jarvis, Brian Solis, Guy Kawasaki, Om Malik and other influencers were re- tweeted thousands of times • 2nd highest viewed Cisco blog in 2011 • Earned a top spot in Global Syndication Reddit Tech© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
  39. 39. B2B Twitterer of 2010 Returns© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
  40. 40. Seamless Integration Social Media Components Cisco-Owned Social Properties Cisco.com Social Hub Social Login© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
  41. 41. • Engagement up 17% • Returning visits up 6% • New visitors up 9% • Pageviews up 13% • Pages viewed per visit up 6% • New visits up 3%© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
  42. 42. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
  43. 43. Cisco Collaboration Virtual Launch Experience 2012 • 59,891 unique visitors • 10,859 registered for streamed events / 5,988 attended • 93 discussions with 256 replies© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
  44. 44. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
  45. 45. • Video to pique interest in demo Ad Impressions• Demo served as a catalyst to (Awareness) begin in-depth technical conversations that influenced over $80M in ASR 9000 sales Video Views• Video views tied directly to (Consideration) purhcase, not just awareness• Awards Demos (Response) Winner Best Use of Viral Video – B2B Magazine, 2011 Winner Peoples Choice Award – B2B Magazine, 2011 Result (Purchase) 210 qualified leads $80M+ influenced sales© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
  46. 46. Thank you.

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