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Cisco Confidential 1 2011 Cisco and/or its affiliates. All rights reserved.
How to Create CaptivatingSocial Marketing Content:
A Strategy for Listening to Your Audience &Building Trust with Captivating Content
Access Webinar Recording
https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=EC&rID=55938582&rKey=845e48b46517ad36https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=EC&rID=55938582&rKey=845e48b46517ad36 -
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Jen DoyleSr. Research Manager
Sergio BalegnoDirector of Research
Stephanie MarxMgr, Social Media Marketing
Cisco Systems [email protected]
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Key findings from research of over 7,500 social marketers How to conduct social monitoring to collect the information on your
audience that you need
The imperative social metrics you need to be monitoring
How one company achieved a 155% increase in inbound web trafficfrom a social marketing campaign with monitoring and content
Top tactics in developing engaging content to create a viral effect
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Three annual studies of more than 7,500 socialmarketers
Most comprehensive benchmark studies of social media marketing
Social media has advanced in maturity from trial-anderror to a strategic marketing discipline during this period
Result the Social Marketing ROAD Map Methodology
A practical method for mapping an effective social media strategy
Workshop updated with 2011 data
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58%
12%
13%
20%
35%
40%
45%
50%
51%
51%
56%
Improving the quality and cost efficiency of
customer support programs
Recruiting interdepartmental staff to
perform social marketing activities
Integrating social media monitoring andanalytics into a single dashboard
Integrating social marketing data with CRM
and other marketing systems
Improving search engine ranking positions
Achieving or increasing measurable lead
generation from social marketing
Converting social media members, followers,
etc. into paying customers
Achieving or increasing measurable ROI from
social marketing programs
Developing an effective and methodical
social marketing strategy
Improving brand awareness or reputation
Increasing website traffic through social
media integration
Source: 2011 MarketingSherpa Social Marketing Benchmark Survey
Methodology: Fielded February 2011, N=3,342
Objectives for socialmarketing
Increasing website traffic istop priority
Reputation, strategy andROI
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We have a formal
process with
thorough
guidelines we
routinely perform
- Strategic phase
19%
We have an
informal process
with a few
guidelines we
sporadicallyperform -
Transition phase
47%
We do not have a
process or
guidelines for
performing social
marketing
programs - Trialphase
34%
Source: 2011 MarketingSherpa Social Marketing Benchmark Survey
Methodology: F ielded February 2011, N=3,342
Majority of organizations inthe transition phase withinformal processes
About a third still in trial, noprocess or guidelines
Only 19% are strategic,with formal processes
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Monitoringimproves relevance
Relevance
increasesengagement
Engagementpromotes theviral effect
The viral effectsupports socialmarketing success
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Research is the first step in theROAD Map methodology
Benchmarks starting point and helps
define metrics for first ROAD Mapcycle
Knowledge gained guidescontinuous improvement in
subsequent cycles
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Related search phrases Social Media Factors
Industry sector Social voice or strength
Technologies Sentiment
Companies Passion
Brands Unique authors
Products Social reach
Services Content downloads, sharing
Key issues Reviews and recommendations
Industry experts Platform preferences
Key employees Audience segments
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Related search phrases Social Media Factors
Industry sector Social voice or strength
Technologies Sentiment
Companies Passion
Brands Unique authors
Products Social reach
Services Content downloads, sharing
Key issues Reviews and recommendations
Industry experts Platform preferences
Key employees Audience segments
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Free tools to measure social
media in general or specificsocial sites
Paid solutions for complex,enterprise level requirements
Marketers are three times aslikely to use a free solution asthey are to pay for use
12
Free social media
analytics and
monitoring
solutions
69%
Paid solution with
basic features and
limited capabilities
12%
Paid solution with
enterprise class
features and
capabilities
11%
Custom solutions
and dashboards
developed in-
house8%
Source: 2011 MarketingSherpa Social Marketing Benchmark Survey
Methodology: Fielded February 2011, N=3,342
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Why segment and profile How to segment and profile
The key benefit to social marketing isthe viral effect
Keep it simple social segmentsbecome sub-segments of DB
Understanding segments enablestargeting with relevant content
Who are your target audiences?
Relevant content increases sharingbeyond immediate audience
Where are they? (Social sites)
Sharing creates the viral effect How are they using social media?
What interests them?
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Why segment and profile How to segment and profile
The key benefit to social marketing isthe viral effect
Keep it simple social segmentsbecome sub-segments of DB
Understanding segments enablestargeting with relevant content
Who are your target audiences?
Relevant content increases sharingbeyond immediate audience
Where are they? (Social sites)
Sharing creates the viral effect How are they using social media?
What interests them?
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Silent Majority
Joins but rarely participates
Reads, watches, listens to UGC
Few friends, contacts, followers
Low level of social influence
Vocal Minority
Joins and actively participates
Shares UGC and commentary
Many friends, contacts, followers
Moderately high level of social influence
Social Authority
Builds and moderates communities
Creates and aggregates UGC
Very many friends, contacts, followers
Very high level of social influence 20
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BreakingPoint Systems, astartup networking equipmenttesting systems provider
Developed and executed asocial marketing strategy to winover a skeptical audience andimpact their sales pipelines
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Generate leads on a limited
marketing budget
Win over skeptical audience ofsecurity and quality assuranceprofessionals in R&D laboratories
Supplement PR, events anddemand-generation campaignswith a social media strategy thatcreated strong relationships withhard-to-find prospects
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Set up a monitoring system tofind conversations pertinent totheir industry and monitoredthese daily
Scanning tools included:
-TweetScan, real time search forTwitter posts
-Google Alerts for industry terms
-Boardtracker.com, whichmonitors technology forums andboards
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Established a blog as firstforay into social media andhub for content
Post-launch, adapted bloggingstrategy based onobservations of relevant onlineconversations and furthermonitoring
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Supplemented blog with acompany twitter account
Created and joined groups on
LinkedIn as open forums todiscuss issues not theirproducts
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Modified PR strategy forblogger coverage
Promoted social media
channels on companywebsite and email signatures
Measured growth of social
media accounts and webtraffic
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Dramatic correlation between the useof social media channels and thegrowth of the companys Web trafficand leads
155% increase in unique Web visitors
55% of leads generated from inboundWeb traffic
75% of marketing-influenced pipelinefrom inbound Web traffic
Social marketing efforts supportedSEO by generating inbound links
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Step #1 Research
What subject matter is going to be both interesting and valuable to our audience?
What topics does our audience want to learn about?
Are there any opportunities for us to fill a void?
What language do they use in their discussions
related to our product or service?
What formats do they prefer?
Articles
Videos
Podcasts
ImagesEtc.
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Balance research withinnovation for optimal
content development
If I had asked what my customers wanted,
I would have made a faster horse.
- Henry Ford
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In Marketing, were constantly testing lead generation campaigns, landing pages, calls-to-action, etc.
Things to test:
Subject matter
Format
Style (Formal? Informal?)
Length
Readability
Timing of distribution
Subject lines / titlesCalls-to-action
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Multichannel messagingstrategy repeatedlydelivers messagingthrough variouschannels
Improving thoughtleadership builds trust
Segmentation improvesrelevance
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16%
20%
21%
26%
27%
36%
37%
45%
46%
Allowing audience to select
communication
Sponsoring third-partycontent
Establishing buyer personas
Testing the timing and
delivery of content
Testing and optimizing
value proposition
Incorporating social media
Segmenting the delivery of
content
Improving thought
leadership
Using a multichannel
messaging strategy
Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
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Best practices in developingmarketing content
Repurposing and reformattingexisting content
Recruiting authors internallyfrom other departments
Outsourcing to an agency
20%
27%
48%
53%
64%
Utilizing social media
to encourage brandadvocates to produce
content
Outsourcing to a
consultant or agency
Recruiting authors
internally from otherdepartments
Encouraging
customers to submit
testimonials and case
studies
Repurposing and
reformatting existingcontent
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
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Problem
Sharing content is critical aspectof social marketing
Creating content is timeconsuming and expensive
Constant pressure to createoriginal articles, posts, videos,etc.
Need for entirely original contentfor social marketing is over-rated
Solution
Many types of content alreadyexists in your organization
Most content has only reachedsmall share of target audiences
Why not repurpose this content?
Repurpose: update or reformatexisting relevant content
Start with audit of existing content
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Content to repurpose Modification and use of repurposed contentNews releases Rewrite in conversational tone and post on blog
Annual meeting video of
CEO
Post video on YouTube
Convert audio to MP3 for downloadable podcast
Transcribe speech and post on blog
Customer case studies Create PowerPoint and post on SlideShare Record PowerPoint with voiceover as video, post on
YouTube
Post video (YouTube embed code) on blog
PowerPoint presentations Record with voiceover as video and post on YouTube
Convert audio to MP3 for downloadable podcast
Rewrite in conversational tone and post on blog
Self-published articles Rewrite in conversational tone and post as a blog series
Record audio to MP3 for downloadable podcast
Outdated blog posts Rewrite with updated titles, references, etc. and post on
blog
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Home Grown 3rd
Party Inexpensive Often expensive X Specific Broad X
Controlled UncontrolledX
Can be pulled down There forever X Technically accurate Can be inaccurate XX Lower value to reader High perceived value X Sales job Endorsement
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How to information, step-by-step instructions
Identify common mistakesyour clients and prospectsmake and offer solutions
Publish responses toquestions your customers
and prospects commonlyask
Respond to popularthought-leadership
content with a newperspective
Interview other thoughtleaders or key industryfigures
Clear up commonmisconceptions ofprospects and customers
Customer interviews andcase studies
Conduct a poll of youraudience, then post theresults
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Social monitoring and content are critical to social marketing success
By segmenting and profiling your target audience, you can improvethe relevance of your content and capitalize on the viral effect
Repurposing and reformatting existing content assets can get youstarted
Multichannel messaging is ideal for engagement
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Jen Doyle, Senior Research Manager, MECLABS
Sergio Balegno, Director of Research, MECLABS
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Cisco and the Social Web:The Role of Listening in Developingan Integrated Strategy
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Is the new collaborationsystem betweenemployees, customersand brands
Most efficient listeningand feedback-gatheringchannel available
Accelerates word of
mouth
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OrganizationWeb Sitecisco.com
ContentSharing &
Rating
Forums
SocialNetworks
CiscoBlogs
Blogs
Blogs
Home BasePriority: 1Time Budget: ~50%
OutpostsPriority: 2Time Budget: ~40%
PassportsPriority: 3Time Budget: ~10%
Listening Station Always on
Tuning in to online conversations
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Todays Challenge Multiple conversations from multiple
channels Diverse and fragmented Disruptive force spreads news rapidly
(good and bad)
Relevant Insights
Deep customer insight, market trends,competitive intelligence
Ability to influence and drive thebusiness
Data collection, data analysis, insightdelivery
CustomerGroundswell
Social Media
Online press
Voice of theCustomer
Bloggers /
Influencers
Tradepress
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Cisco Confidential 44 2010 Cisco and/or its affiliates. All rights reserved.
Find Fansand Advocates
Discover
Product Issues
Crisis / RiskManagement
ProductDevelopmentFeedback
Competitive
Insights
UncoverInfluencers
Sales Leads
CaptureIndustry Trends
MessagePenetration
SocialStrategy
IdentifyEmerging Themes
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0
2000
4000
6000
8000
10000
12000
14000
1-Dec 8-Dec 15-Dec 22-Dec 29-Dec 5-Jan 12-Jan 19-Jan 26-Jan 2-Feb 9-Feb 16-Feb 23-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar
Holidays
Cius/Verizonand IPTV
Earnings
Data Center PortfolioExpansion
Total volume of mentions
Virtualization
Video
Collaboration
Small Business
ConsumerCertification
Mobility / Wireless
Security
Routers & Switches
0 5000 10000 15000 20000 25000
Volume of mentions by topic Mentions by media type
MicroMedia54%Blogs
27%
Facebook
9%
ForumReplies
5%
Other5%
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Conversation CloudVolume of Mentions Across Top Tech Blogs
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2) Small Business Uncovers ProductIssue and Restores Faith of Partner
1) WW Technical Services Discovers TwoP1 Issues and BU Resolves
3) Tandberg Addresses Customer ConcernsOver Acquisition and Calm Fears
P1 issues discovered via Radian6 alerts.
One customer reports total of 17 bugs with Cisco Nexusproducts 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 toengineers for examination in order to prevent repeat issues.
Partner appreciates prompt response and resolution.
Customers publicly voice their concerns about theacquisition on Tandbergs Facebook page.
Tandberg team actively monitoring and responds via theirFacebook wall and contacts appropriate sales rep to letthem know the customer needs more reassurance.
Team calm fears and avoids any further public escalationof concerns on Facebook.
The loudest customer has since removed his negativecomments from the Facebook wall.
4) Cisco Data Center Enters a New Marketwith Unified Computing (UCS)
First step to entering new terrain is listening and learning towhats being said in the marketplace.
Active listening and strong feedback loops ensure Ciscoslanguage accurately reflects the external realities ofcustomer conversations.
Earns legitimacy by coauthoring content with establishedthought leaders inside the community.
DC team amplifies customer enthusiasts and preemptsdetractors to improve receptivity to their insights.
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Blog topics thatmatter to audience:how technology canhelp SMBs
Credible content:we are technologyexperts
Bookmarking andsyndication toincrease blog traffic
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Inviting Guest Bloggers to theCisco SP Mobility Community
Researched potentialcontributors and experts
Reached out to solicit active
bloggers in mobile industry Resulted in 6 strong
contributors who postedregularly over 12-18 monthperiod:
Posts received 36% of totalviews
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Build a scalable social business
Internal preparedness will help drive external success
Set goals in support of business objectivesWhat are you trying to accomplish?
Map your listening journeyCreate a social listening working group
Optimize & integrate your social presenceHow will customers find you and connect with you?
Create a reason for continued engagementWhy should customers stay engaged with you?
Use listening & measurement data to improveWhat actionable insights can you draw from the data?
Be open & transparentBe willing to share lessons learned
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Upcoming Accelerate! & VelocitySessions
Nov 15thIgniting Performance & Innovation
Nov 16th Measuring Social Media's Contribution to the Bottom Line
Resources & Reference Material on Scribd:
Social Media Monitoring/Listening
Social Media Resources
Full Service Programs in Partner Marketing Central:
Blog Starter ProgramSocial Networks Starter Program
Stay Connected to Cisco Accelerate!
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Cisco Confidential 53 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Social Hub:http://socialmedia.cisco.com
Cisco Blogs:http://blogs.cisco.com
Cisco Communities:
http://www.cisco.com/web/communities YouTube:
http://www.youtube.com/Cisco
Twitter:http://www.twitter.com/ciscosystems
Facebook:http://www.facebook.com/Cisco
Flickr:http://www.flickr.com/groups/cisco/
http://www.socialmedia.cisco.com/http://blogs.cisco.com/http://blogs.cisco.com/http://www.youtube.com/Ciscohttp://www.youtube.com/Ciscohttp://www.twitter.com/ciscosystemshttp://www.twitter.com/ciscosystemshttp://www.facebook.com/Ciscohttp://www.facebook.com/Ciscohttp://www.flickr.com/groups/cisco/http://www.flickr.com/groups/cisco/http://www.flickr.com/groups/cisco/http://www.facebook.com/Ciscohttp://www.twitter.com/ciscosystemshttp://www.youtube.com/Ciscohttp://blogs.cisco.com/http://www.socialmedia.cisco.com/ -
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Thank you.