demand gen case study on social media
DESCRIPTION
This Case study is on how ADG leveraged Social Media platforms to create a community for Technology Decision Makers and Business Decision Makers. Have a look and do share your feedback or queries at [email protected] or visit www.adgonline.inTRANSCRIPT
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SOCIAL MEDIA CASE STUDY FOR AEGIS GRAHAM BELL AWARDS
Submitted by : Allied Digital Groupwww.adgonline.inTel. No. : +91-129-4107527,4116536
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SYNOPSIS
• About Allied Digital Group• How Cisco India Leveraged Social Media
Platforms for a 360 Degree engagement with TDMs, BDMs and CTOs
• The 3 Pillars that ADG integrated for a web viral
• How we did it• What was the outcome
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Pioneer in Digital Media Marketing and Innovations.
Core competency : Lead Gen and Demand Gen Programs, Display Innovations, Social Media, Applications, Mobile and Search Marketing
Clientele Genre : B2B and B2C
ADG's Motive: To improve your Business, whether it is Brand building or increasing sales
Geographic Presence :HQ : DelhiBranch Offices: Chandigarh, Mumbai and Bermingham
WHO ARE WE ?
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CASE STUDY ON 360 Degree SOCIAL MEDIA ENGAGEMENT FOR CISCO
INDIA
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• Introduced Cisco Social Media Program on Facebook, LinkedIn and Twitter.
• Partner Messages and mail shots to spread awareness
• Web events catering different expertise
• Viral engagement – Targeting the Cisco community
• Creative content display with Call to action
• Measurement of Engagement / Interest Level
• Score wise segmentation of the Active Community
• Rewards and Recognitions
WHAT WE DID?
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Incept InviteEngageRetain Listen
How we did it ?
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Cisco gave us a herculean task of targeting TDMs ( Technology Decision Makers) and BDMs ( Business Decision Makers) and building Brand presence and community for Cisco India on Social Media Platforms
“And we took the challenge”
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PRODUCT GROUPS
DATA CENTER AND VIRTUALIZATION
BORDERLESS NETWORKS
COLLABORATION
TARGET SEGMENTCTOsIT HEADSTDMsBDMsTechnology Purchase Decision Makers
The Mission was to build a very niche community of
the mentioned target Segment. Non Cisco, Non
Students etc.
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GUAGE METRICS: What were Cisco’s expectations ?
MONTHLY ACTIVE USERS
% FEEDBACK ON ALL POSTS : 0.9%-1%
POST VIEWS AND POST FEEDBACK : 40-45% OF OVERALL FANBASE
RETWEET RATIO : 50%
KLOUT SCORE: 45+
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Integrated the 4 Pillars for Cisco India
Cisco India Social Media Presence
Cisco Social Media Ambassador Programme
Cisco Interaction Network
Cisco Connected Government
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Journey began on April 4th 2011
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Cisco India Presence On Social Media Platforms
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Create traction for fans by embedding an interactive Cisco India Video on the
Page
HOSTED MICROSITE INTERFACE
LEADING TO CISCO INDIA WEBSITE
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Account Set up, Created a new Tab (A users lands on this Engagement
Page when he likes Cisco India )
Engaging with users through
contest and promotions
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RAVE REVIEWS FROM CISCO CUSTOMERS
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Incentivized Like page to attract
maximum eyeballs
Lead Generation through Sweespstakes and Wildfire Applications
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Lead Generation
form to convert
prospect customers to
potential buyers
We captured whopping
300+ Leads from
Enterprise Audience and IT Purchase
decision makers in a spam of 30
Days
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Cisco India reach on twitter
Cisco India global influence score:
675
Fan following consistently increasing
on Twitter Network
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Engagement and Outreach
Interaction and Engagement on Twitter Network
Cisco India is followed by 1600+ IT professionals and 481 links have been shared in the Twitter community
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CISCO SOCIAL MEDIA AMBASSADOR PROGRAMME
We promoted Social Media Ambassador Programme for Cisco to bring engagement within Cisco India Ecosystem
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PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS AND INTEGARTING LIVE EVENTS
Included the links of Facebook event page and
twitter handle within these mailers.
Live Events
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Blogging Contest for Cisco Enthusiasts
This worked as a fair medium to engage users and also monitor their involvement as per their
expertise areas.
A mini-website which covered pillar to post info. On Cisco Social
Ambassador Program
Microsite of Social Ambassador Club
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The Cisco Loyalist Badges
This not only promoted Cisco’s Ambassador Drive
but also helped us to segregate the Cisco people
on SM platforms
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Audience spilt through Cisco Social Ambassador Program
On the basis of Cisco Social Media Ambassador Activity initiated for niche community of Cisco employees in India, monitoring their activity
and engagement and knowledge on Social Media
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Live Training Rev-Up and more…
•Invited Cisco team to join Cisco India, Cisco Connected Govt. & CIN Facebook pages.
•Floated Poll Questions on the basis of Live Trainings held
• Quizzes and random questions from the online trainings
• “How To” articles from different expertise areas
•Personalized messages seeking Feedback on the trainings in order to receive accurate responses.
•Group Discussions in the Cisco C Club/ sub-groups relevant to Cisco architectures
•Floated Tweet-a-thon of #tags on the basis of key topics discussed in the live trainings
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Community building on Twitter
Inspirational / Experienced Cisco members’ activity highlighted which the subordinates followed and also invited their followers to join in the community
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Niche Targeting via LinkedIn
This can be join Group/ Community/ Event/ Page Invitation sent directly to
user’s inbox
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CISCO INTERACTION NETWORK
FEW INTERACTIVE AND EFFECTIVE HIGHLIGHTS:
LIVE STREAMING
APPLICATION INTERFACE: MONKEY SURVEY, SWEEPSTAKES, WILDFIRE, NORTH SOCIAL etc.
SMO/SOCIAL BOOKMARKING FOR MANUAL PROMOTION
NPS SCORE REVIEW
LEAD GEN PROGRAMMES
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Automated RSS/ Atom Feeds
For all the recent Press Notes, How to Videos, Features or
Articles by Jimmy Ray Purser; we can create an RSS Graffiti
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INTERACTIVE USER
INTERFACE
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SWEEPSTAKES APPLICATION FOR LEAD GENERATION
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CISCO CONNECTED GOVERNMENT
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Human Face to Cisco PSU Segment
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Corporate Social Responsibility
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Cisco India participation in
Government Projects
Social Index (Events on Flicker) : Cisco Connected Government Initiatives
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Social Index : Cisco Connected Government Initiatives
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• On the basis of Social Listening tools, Cisco India Social Media presence is amongst the top B2B Digital Landscape in India
• A refined Community of Approximately 50,000 CTOs, IT Heads, TDMs and BDMs on Facebook, LinkedIn, Twitter and YouTube
• Head to head progression with Cisco’s Global Presence
• India has been applauded in APAC for the Social Media initiative. Our performances have the lead the way for other regions to follow
• Increased SOV for products and Solutions of Cisco India on the web
• Social Media has hogged the limelight and has been practically focused upon for all the Cisco India internal employee
WHAT WE ACHIEVED?
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THANK YOU