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


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…


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


Did You Also Know…


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


Why B2B Social Media?


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


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!


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 & Social Media


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


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


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


Enablement


Online Community to Share Information and Scale Best Practices

• Community-driven content

• Activity calendar

• Discussions, blogs

• Social networking


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


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


Intelligence


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…


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


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)


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


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


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


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


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


Social Listening

Social Login

Social Rewards

Social Data

Social CRM Process

So

cial

Dat

a A

nal

ysis


6/1/

12

6/4/

12

6/7/

12

6/10

/12

6/13

/12

6/16

/12

6/19

/12

6/22

/12

6/25

/12

6/28

/12

7/1/

12

7/4/

12

7/7/

12

7/10

/12

7/13

/12

7/16

/12

7/19

/12

7/22

/12

7/25

/12

7/28

/12

7/31

/12

8/3/

12

8/6/

12

8/9/

12

8/12

/12

8/15

/12

8/18

/12

8/21

/12

8/24

/12

8/27

/12

8/30

/12

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!


Listening starts with ABCs and 123s

1

2

3

Social Media Noise PriorityAction-Based Conversations

ABCs


• 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)


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.


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”


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.


Engagement


The Pillars of Our Engagement Strategy

Content

Conversations

Integration

Engagement Triggers

12

34


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


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


2011 Top Brands on Twitter: Cisco #1

B2B Twitterer of 2010 Returns


Cisco.com and Social Media

Social Media Components Cisco-Owned Social Properties

Social Login

Social Hub

Cisco.com

Seamless Integration


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%


Positive Feedback: Blog Comments


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


Measurement


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.

cisco shares making the case for b2b social media

Business

cisco andor

cisco confidential

kto cisco

cisco sitecatalyst

social media strategy

social media policy

social reach

social benchmark