Cisco Shares Making the Case for B2B Social Media
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Transcript of Cisco Shares Making the Case for B2B Social Media
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 1
Justifying Social Media in the B2B SpaceChris Johnson, CEO/Founder, TerraleverCharlie Treadwell, Social & Digital Marketing Manager, Cisco
November 27th, 2012
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Why Social Matters
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 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
Did You Know…
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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
Did You Also Know…
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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
Why B2B Social Media?
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
Justifying B2B Social MediaB2B buyers are clearly beginning to rely on social media for a role in the research and purchasing process
It provides consumer insight and connection that has previously been impossible
It is measurable both in direct lead attribution and as an influencer
Social media provides opportunity for innovation and competitive advantage
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Not enough?Social media and good content continue to grow as a key contributor to search engine success
It can be much less expensive to execute on compared to alternatives
Social media efforts are cumulative in nature
It’s not going away!
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
Behaviors of “Best in class” B2B Marketers
Sources: Aberdeen, 3/2012
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 platform
Capture insights into market sentiment regarding products and/or services
0% 10% 20% 30% 40% 50% 60% 70%
Secondary Strategy
Primary Strategy
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 9
Cisco & Social Media
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Digital Marketing Charter
Globally drive highly relevant digital experiences that increase Customer and Partner engagement and that accelerate sales through increased intelligence, customer contact and lead generation
Simplify… Align…Target
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Cisco Digital Presence
58mvisits to
Cisco.com in Q1
447ksocial media
mentions
5.5msocial reach 886k
customer app Downloads
915kpaid search
click-throughs
25morganic search
referrals
3.6mmobile web
visitors
145%15%
118%
238%
Cisco.com Social Reach Mobile Phones Mobile AppsSource: Cisco SiteCatalyst & other internal metrics. All values Aug ‘12-Oct ‘12.
451ksocial referrers
to Cisco.com
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Cisco’s Digital & Social Framework
Intelligence
• Leverage listening to understand your social audience
• Study your competition
• Make data-driven decisions
• Automate processes & workflows
Engagement
• Integrate social into the brand experience
• Collaborate globally
• Lead with compelling content and conversations
• Provide triggers to continue journey
Measurement
• Benchmark and track progress
• Automate integrated dashboards
• Celebrate success
Advocacy
• Build long-lasting relationships to create loyalty
• Use loyalty as the foundation to drive advocacy
Enablement:Global Strategy, Consulting & Training
Governance | Training & Certification | Strategy & Consultation | Social Ambassadors
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 13
Enablement
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Online Community to Share Information and Scale Best Practices
• Community-driven content
• Activity calendar
• Discussions, blogs
• Social networking
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
Governance Helps Employees NavigateEasily Accessible Policy and Guidelines
• 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 16
Employees Can Make A DifferenceRecruit, Engage and Reward Participation
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
• SME 1 discovers negative comment in influential LinkedIn group• Alerts appropriate people triggering escalation process• SME 2 resolves situation within a few hours
SME 1: “The Discoverer” SME 2: “The Closer”
Social Media Team
Collaboration
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 17
Intelligence
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
Find Fans and Advocates
Discover Product Issues
Crisis / Risk Management
Product Development Feedback
Competitive Insights
Uncover Influencers
Sales Leads
Capture Industry Trends
Message Penetration
Benefits of
Listening
Identify Emerging Themes
Social Media Provides insights to drive real business results…
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
2) Small Business Uncovers Product Issue and Restores Faith of Partner
1) WW Technical Services Discovers Two P1 Issues and BU Resolves
3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears
• 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.
• 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.
• 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.
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.
Business Impact Through Active Listening
vEBC Social Media Listening Center
Monitor influencers and sentiment of their posts
Monitor global conversations and geographical activity
Identify trending topics or emerging themes
Monitor sentiment and spikes or viral stories
Monitor shifts in share of voice and product focused activity
SocialMiner: Monitor event attendees, engage, and performance of social media staff
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Responding to Customers• 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 22
Turning a Negative to a Positive
Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail
@CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff
@henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
Sales and Lead Opportunities
London 2012 Olympics & Paralympics Social Media Listening Center
Ambush Marketing
Crisis Management
Sentiment Monitoring
1
2
3
On-site pop-up social
media listening center
24/7 listening and
competitive tracking
Monitoring in 10
different languages
Overview
Listening Talking Energizing Supporting Embracing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
London ListeningWeek 1 Results
• Maintain training and keyword updates for 25 team stakeholders
• Deliver updates to Games Time Operations team (2x/daily, 7x/week)
• Conduct UK USA handover calls (1x/daily, 5x/week)
• Conducting daily analysis in key areas:
• Monitor stability of Cisco Buzz, Global Conversations visualization in Cisco House and deliver troubleshooting services if needed.
Russian; 1 German; 1
Por-tuguese; 1
Chinese; 11English; 19
Incident Language Breakdown
Competitor Ambush - Shoretel
Competitor Ambush - M5
Network Attack/Hacking
Competitor Ambush - Good Technology
Competitor Ambush - Microsoft
Competitor Ambush - HP
Customer Complaint - Stadium/LOCOG Issue (Empty Seats, Wifi Police, Ticket
Scanners, etc)
0 2 4 6 8 10 12
Incident Type
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
Study Your Competition
Benefits:
Complete your
digital story
Augment "listening"
Uncover new opportunities
Create an advantage
Understand their customer
journeys
Learn best practices
Learn from competitors'
mistakes
Improve your digital efforts
Benchmark against
competitors
Show value of your efforts
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
Integration of social collaboration into customer & partner interactions.
Integration of social insights into the customer
& partner experience.
Social Intelligence
Social Collaboration
Social CRM Drives Business Intelligence
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
Social Listening
Social Login
Social Rewards
Social Data
Social CRM Process
So
cial
Dat
a A
nal
ysis
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
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0
2000
4000
6000
8000
10000
12000
14000
Where we’re at today… 5,000 to 7,000 mentions daily of Cisco
Source: Radian6
Volume of Mentions
Business News
Announcement
Launch
Acquisition
Other
Unveiling of Mobile Network Platform
and Cloud Connect Solution
Firmware update forcing router admins into Cisco’s
cloud management program
Announcement of plans to layoff 2% of workforce as
part of ongoing restructuring efforts
Quarterly reports exceed estimates (stock soar 10%
and boost to dividends
How do we find the gems?Help!
Feedback
Leads
Advocate!
Rant!
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
Listening starts with ABCs and 123s
1
2
3
Social Media Noise PriorityAction-Based Conversations
ABCs
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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)
First we classify the Action-Based Conversations (ABCs)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
Then we prioritize them with a response SLA using 1-2-3
Priority 1
Action required within 12 hours. Escalation email triggered, immediate follow up required.
Priority 2
Action required within 48 hours. Assigned to responsible party and added to queue, action required.
Priority 3
No immediate action is required. Left up to assigned user’s discretion to take action.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
Using human validation to review human conversations to apply tags for an automated process
Social HubRules & Conditions
Trigger Actions
critic webex P2 support webex P1 buzz webex P3
THENSend to Webex PR
Recommend follow up within 24hours
buzz webex P3
IF
If “critic”And “webex”And “P1”
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team
Cisco has a large network of engaged employees with knowledge and expertise
Listening LiaisonPartner/Field
Mktg, etc. Social Media Listening Center, Digital & Social
Media Marketing
Listening LiaisonProduct/Solution Marketing, etc.
SMEs
SMEs
Dedicated Team for Support Response & Engagement,
Technical Services
Listening LiaisonCrisis Comms, etc.
Listening LiaisonProduct/Solution
Mktg, etc.
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 35
Engagement
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
The Pillars of Our Engagement Strategy
Content
Conversations
Integration
Engagement Triggers
12
34
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
Leading with Social Content
“Economics in the Cloud” is
an Infographic aligned with
the IBSG “World of Many
Clouds” POV launch
• Top traffic sources include
the Cisco Germany blog and
the Cisco LATAM blog
• Top countries include Brazil,
UK, India and Germany, all
part of the G6
The Multiple Devices reveal
event is the first-ever
pinned video on the brand
Twitter page
• Number of views significantly surpassing non-socially activated videos
• Generated 270 likes and nearly 50 retweets across Facebook and Twitter
• Over 200 tweets containing the #CiscoYourWay hashtag
“Worklife Cloud” is a
customized visualization of
everyday CIO/CTO cloud
usage
• With additional amplification planned, expected traffic to increase 4X
• Average time on page: 9 minutes
• Top traffic sources: Facebook, Weibo.com, Twitter, and blogs.cisco.com
• Top traffic countries: US, China and Mexico
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
Creating Conversations Through Content Marketing on Social Web
Campaign related infographics were designed 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 Reddit Tech
Internet of Things Infographic
Social Web
Tech publications
and blogs
Global Syndication
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
2011 Top Brands on Twitter: Cisco #1
B2B Twitterer of 2010 Returns
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
Cisco.com and Social Media
Social Media Components Cisco-Owned Social Properties
Social Login
Social Hub
Cisco.com
Seamless Integration
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
Gamification Increases Engagement
• 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 42
Positive Feedback: Blog Comments
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
Carefully Designed Customer Journey Helps Community Learn and Engage
Cisco Collaboration Virtual Launch Experience 2012• 59,891 unique visitors
• 10,859 registered for streamed events / 5,988 attended
• 93 discussions with 256 replies
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 44
Measurement
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
Social Media for Revenue Generation:Cisco ASR 9000 Test Drive (aka Robot Arm)
• 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
• AwardsWinner Best Use of Viral Video – B2B Magazine, 2011
Winner People's Choice Award – B2B Magazine, 2011
Ad Impressions (Awareness)
180,000
Video Views (Consideration)
16,500
Demos (Response)
800
Result (Purchase)
210 qualified leads
$80M+ influenced sales
Thank you.