Cisco Content Journey Case Study at WOMMA Summit 2013
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Transcript of Cisco Content Journey Case Study at WOMMA Summit 2013
DATE
Presenter Name
Title
Company
Content: Are you taking the right journey?
#WOMMASummit
Jennifer VoisardSenior Consultant@ComBlu
Heather AlterSenior Manager Digital and Social @Cisco
Cheryl TreleavenExecutive Vice President@ComBlu
#WOMMASummit
Content Along the Decision Journey
2
Today’s Agenda
What’s it take to pilot & scale a content journey
How Cisco applied it
#WOMMASummit3
Provides insights into the most in-demand, influential content at the right time and in the right context, appropriate to the screen
Informs the content strategy and roadmap
Supports content decisions on what to create and in what format
Pilot first.• Gives you an opportunity to “test, learn and refine”
• Becomes a model for other BUs
• Facilitates alignment with multiple work streams
Why Take a Content Journey Approach?
#WOMMASummit4
Content Journey Model
Build out personas
Content mapping
Use case scenarios
Take the journey
Diagnostics-to-action
plan
Continuous Stakeholder Engagement
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Situation Analysis
Where we were
Where we wanted to be
What we wanted to accomplish
How we get there
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Roles and interplay within the purchase process Care-abouts, content needs, key go-to sources and Digital, Social
and Mobile behaviors/preferences
1. Bring Your Targets to Life
Kicks off the formal purchase decision process to fulfill
business mission. Involved at a high level throughout the
process and “owns” final approval
Influences consideration set, evaluates potential solutions and recommends preferred technologies and vendors
Vets options in technical (peer) communities; helps
with planning
Catalyst for IT purchase, based on strategic business
requirements
VP (Functional)• Infrastructure• Operations• ArchitectDIR, IT
MGRs• Data Center
Functional Specialists
CEO
Translates business need to technology specs, developing a
consideration set and evaluating prospective solutions.
CIOReg CIOSVP/EVPVP, IT
CMO
LOBCFO
High-Level Technical Decision Maker (TDM)
Business Decision Maker (BDM)
Functional Technical Decision Maker (TDM)
Technical Influencer (TI)
Partners
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Align high-value content by journey point — owned, earned and third-party
2. Map Your Content
• Search• Vendor.com• Social
• Reports• Peer & expert
opinion• Tech info• Reviews• Business news• Case studies
• Business Case• Detailed product and
service information VOC
• Design and Implementation
• Conversion assets (pricing, calculators)
• Support• Training• Configuration
Pre-requirements Requirements Design Purchase Implementation
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Create representative purchase scenarios to guide a content journey
3. Develop Use Cases
Scenario 1: Equipment Turnover/Cyclicality
• Cisco customer has Data Center equipment hitting a “refresh” cycle
• Evaluate/upgrade existing infrastructure
• Position Data Center for future growth
Scenario 2: New Paradigm/Shift
• CIO attends Gartner Data Center Conference to learn more about Virtualization
• Short list on best Virtualization solutions
Scenario 3: Corporate Mandate
• CEO mandates reduction in OPEX by X% in four years
• Analyze current infrastructure and propose solutions to hit cost-cutting targets
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Letting the use case scenarios be your guide, follow the content path from awareness to purchase – both ON and OFF property.
Be the customer!
4. Take the Journey!
Personas Content Map Use Case Scenarios
Consideration Preference PurchaseAwareness
CIO passes info to the TDM wanting a short list of vendors.
TDM wants to understand implications on overall infrastructure and who has been successful in previous deployments.
CIO needs information about unifying infrastructure and data center needs. She attends some conferences including the Gartner Data Center Conference and the session: The Virtualization Scenario: Convergence of Everything.
Post-conference research with search and on go-to sites
TDM hands off his findings and direction to his TIs for detailed
analysis.
TI starts at go-to sites, social networks and community support pages and culls list based on reported negative/positive experiences.
Wants to understand implications that affect them since they ultimately have to implement.
TI provides TDM detailed product comparison matrix of top companies in rank order.
TDM models options. Compares pricing and timeline
with CIO.
10
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Audit your content against key filters and decision points Use as diagnostics tool for planning
5. Audit and Diagnose
Strengths and Gaps
CIOM
TDM TI PartnerAwareness
Consideration
Preference
Purchase
Post-Purchase
Filters Findings
Content Evaluation
• Relevance to persona
• Type
• Maturity (date)
• Accessibility
• Visibility
Decision Point
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Opportunities to improve the experience at the “middle of the funnel”
Create Action Plan
SearchUser experienceProduct teams
Social & CommunityPR
Analyst relations
Community Advocacy
Product teams
Short-term Mid-term Long-term• Make preference content
easier to find• Cull the volume to most
in-demand content • Clean up issues with
redirects, search and nav
• Acquire/curate/promote more third-party content
• Refresh links and/or content with analysts, reviewers, partners
• Increase visibility of VOC
• Activate more advocates as voice in the cloud
• Create new content to fill remaining gaps
Collaborate with aligned workstreams
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Multiple stakeholders and key inputs into content strategy and execution Socializing along the way is key to ongoing relevance and application
6. Continuous Socialization
UX Search
Verticals
Digital Social Mobile
Product
Community
Partners
Analyst Rel. Public Rel.
Sales
Search Engine AnalystsTech & news sites
MarCom
Global
Reviews
VOCAdvocates
Content
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A journey-led approach helps you provide a better, more relevant content experience for those you most want to reach and engage
Keep your customers first!
Know your audience, their content needs and how they move through the decision journey
Be empathetic; assess your current content experience by persona and by decision point
Look beyond the “four walls” and go off-property—your target sure is
Be brutally honest about what works, what doesn’t and what we need to do to improve
Make a plan and work the plan to make it happen
Refine and scale
Key Takeaways/Review
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Questions?
Jennifer VoisardSenior Consultant@ComBlu
Heather AlterSenior Manager Digital and Social @Cisco
Cheryl TreleavenExecutive Vice President@ComBlu
Learn more and download our ebooks at ComBlu.com!