b2 b marketingprofs_socialcrm
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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
Leslie Lau, Cisco Systems @lelau
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
Cost of renting a list = $
Cost of an agent making a call = $$
Cost of managing a call center annually = $$$
A customer expressing interest proactively:
Priceless
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 3
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 4
The Evolution of Social Media Chapter
The Breadth of Social Data Chapter
Developing Social Intelligence Chapter
Personalizing the Experience Chapter
Building Your Own Capabilities Chapter
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
2005 Experimental
2010 Operationalized
2015 Integrated
Proof of Concept
People, Process & Communities
Integrated Technology & Platforms
Social Engagement
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Collect Enrich Use
Engagement
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Social Login
Social Conversation Content
Social Personas
Cisco Contact Data
Business Data: Support, Transactional, Web, etc.
Todd Smith
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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
Radian6 API
Cloudera Hadoop File System
Tiger Me
RapidMiner
SocialMiner
API
Tableau
Flume
Webex Social
Widgets SMLC
Private Data:
Communities,
Blogs
Enables teams to import both private and public social
data into a Cisco-internally owned area.
Enables high throughput access to large social
datasets.
Expands dataset inclusions to PDF, PPT, JPG, and
DOC data.
Expands data analysis across multiple tools of choice,
per team preferences.
Expands reporting across multiple tools of choice, per
team preferences.
Service for efficiently collecting, aggregating, and
moving large amounts of data.
SAS
1
2
3
4
5
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Our Social Data Lab leverages a highly efficient social data infrastructure for
latent-free distribution of statistics-driven customer and competitor intelligence
predictions.
Mahout
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It all started with this…
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Socially Passive
• Spectators
Socially Active
• Joiners
• Collectors
Socially Engaged
• Critics
• Conversationalists
• Creators
• We use Social Personas that help us to classify a contact into overlapping levels of social participation
• These personas are then used to improve detection of buying behavior by incorporating the contact’s social interactions with existing data
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78.7%
63.6%
54.6%
8.3%
12.2% 14.2%
3.8% 6.3% 6.3%
9.3%
18.0%
24.9%
Passive Active Engaged
Low
Medium
High
Very High
% Social Persona Categories by User ID
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Test & Target Offers
Email Marketing
We can target users based on their social personas, allowing us to personalize campaigns, offers, and content in new ways.
Socially Active Socially Passive
Example: Target emails to socially passive individuals to encourage them to join a community.
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 14
Listening identifies a support issue
Customer
Intelligence
Center
!
!
Gather Customer Insight
Auto prioritized based
on insight
!
Positive experience
shared socially
24/7 Response
Network
!
Route for response
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 15
Social listening identifies an
opportunity
Customer
Intelligence
Center
!
!
Gather Customer Insight
Deliver a targeted offer /
response
!
Lead is nurtured &
closed
24/7 Response
Network
!
Click-to-Chat for private
conversation
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 16
Requires Innovation and Doing Business Differently
Analyze and Enrich
Your Understanding
of the Customer
Build Scalable
Processes and Use
Social Intelligence
Listen and Collect
Social Data
Engage with Your
Customers in
Conversations
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 17
Social Listening
Social Data
Social Personas
Predictive Analysis
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“We’re past the point where the social thing is a fad,” says Breed. “People get that it’s the way we do business…"
Jason Breed, Social Media practice lead for Accenture
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Thank you.