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Why Real-time Marketing isn’t Fast Enough for the Internet of EverythingCharlie TreadwellDigital Marketing Manager, Cisco

April 25th, 2013

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Lessons from The Super Dome

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What was fundamentally different about the #Superbowl & #OscarsRTM?

34 minute blackout at the Super Dome 2013 Academy Awardsvs.

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Dee: Yes. And I Apologize for the late response. We've learned that you have an interest in getting a switch. How can we help you further on this?

[Customer]: Networking isn't my forte- I know just enough to be dangerous. I've got three switches at least in my environment already and I'm adding another.

[…full transcript omitted…]

Dee: Since you are not experiencing problems as of the moment, I think the SG200 would be suitable for you. This switch will create a new group outside of your current setup

[Customer]: Yeah, we'll likely just order it form Newegg.

[Customer]: Thanks for your help Dee.

We’re even capturing leads by integrating with our Global Demand Center

Click-to-ChatDee: hi David!

[Customer]: Hello Dee, I see you already know who I am.

Exit Feedback: Excellent Rating!

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We’re on the precipice of a major change in human behavior due to technological capabilities.

“The singularity is near.” – Ray Kurzweil, Futurist

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The Internet of Everything

Real-time marketing means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It’s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it’s when businesses see an opportunity and are the first to act on it.

– David Meerman Scott

Real-time Marketing

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Targeted & Personalized ContentValentine’s Day 2013

Indentify influencers of IoE/IoT that are also talking about Valentine’s Day

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What part of the funnel does this address?

Awareness

Familiarity

Consideration

Purchase

Loyalty

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What doesn't it address? 

Awareness

Familiarity

Consideration

Purchase

Loyalty

Note: Think of Social Listening like the bumper lanes at the bowling alley.

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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

Start with Listening and Provide insights to drive real business results…

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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

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vC-Suite Listening Center

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Listen Early & Listen Often

firmwaretracking

pushinghistory

routerallows

cloud

ciscoconnect

allowaccess

install

software

usinglinksys

dataautomatic

trust

security

10:00 AM, June 29th, Word Cloud Screen

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Gathering Intelligence… not Data

10:00 AM Issue Logged by Listening Team

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Our Response• Engaged our PR crisis communications team

• Assessed the issues most pressing with our customers, in this case the Privacy Policy and inability to roll-back the firmware

• Immediately updated the Privacy Policy

• Created a roll-back process

• Issued a blog post, own up, apologize, and clearly state the action we took to resolve their issues

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But Charlie, how do you scale to manage 1-to-1 engagement?

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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

But how do we find the gems in all that noise? Help!

Feedback

Leads

Advocate!

Rant!

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We believe Social Media Listening starts with ABCs and 123s

1

2

3

Social Media Noise PriorityAction-Based Conversations

ABCs

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• 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)

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Then we prioritize them with a response SLA using 1-2-3

Priority 1

Action required within 24 hours. Escalation email triggered, immediate follow up required.

Priority 2

Action required within 72 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.

This varies by business unit, and community. B2C companies tell us they respond in a matter of minutes, not hours or days.

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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 48 hours

IF

If “critic”And “webex”And “P2”

buzz webex P3

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85% of all business technology buyers engage in some form of social activity while working

Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

Business Technology buyers continue to use social for work.And in more ways than you might realize…

Social Technographics™ LadderFor Business Technology Buyers

CreatorsPublish web pages, blogs& upload videos/audio

ConversationalistsUpdate status/Post updates

CriticsComment on blogs &post ratings/reviews

CollectorsUse RSS & tag web pagesto gather information

JoinersMaintain profile onsocial networking sites

InactivesAre online, but don’t yet participatein any form of social media

SpectatorsRead blogs, watch peervideos & listen to podcasts

15%

80%

53%

51%

62%

36%

55%

31% of BT buyers upload presentations or slides to a public presentation sharing web site (e.g. Slideshare)

35% of BT buyers contributeto online forums or discussion groups

31% of BT buyers useRSS (Really SimpleSyndications) feeds

52% of BT buyers read online forumsor discussion groups

52% of BT buyers read customer ratings / reviews of products or services (e.g. Amazon, Epinions, Yelp)

Percentages include BT decision-makers who said that theyengage in selected social activities for business purposes.

Base: 13213 global BT decision makersSource: Forrester Tech Marketing Navigator, Q1 2012

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Social ScoringDescription: Customer activity on community and blogs is assigned a value that is calculated to identify a Social Persona categorization

Socially Passive• Spectators

Socially Active• Joiners• Collectors

Socially Engaged• Critics• Conversationalists• Creators

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So what’s next?

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Omni Channel Listening, Engagement & Analytics

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Social Media

Big Data

Real-time Marketing

Internet of Everything

In the near future…

Media

Data

Marketing

Internet

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Key Takeaways • Don’t recreate functions inside marketing that already exist elsewhere in

your business

• Integrate between systems, automate as much as you can, and reduce latency in response

• Set maintainable expectations with your customers; their behavior will change, and change again

• Don’t treat everyone the same, personalization and instant gratification are becoming table stakes

• Experiment constantly, or as @LaSandraBrill says, “Pilot, pilot, pilot, pilot.”

• Hire content creators, develop relationships with PR, Legal, Sales, and IT, and realize the rewards outweigh the risks, because customers demand real-time engagement

Thank you.