Social Media B2B Marketing | Cisco, Europe

© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicWaitrose 1

Riding the Hype of Social Mediafor B-B marketing

David Chalmers/Patricia KleinDigital & Social Media MarketingCisco Europe

© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2Waitrose

Our customers are doing this..…..

13,000,000 articles on Wikipedia in 200 languages


In so many places……


And they expect us to participate…..

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA

85% BELIEVE THEY SHOULD INTERACT

Cone Business in Social media study (September 2008)

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA

85% BELIEVE THEY SHOULD INTERACT

Cone Business in Social media study (September 2008)


Where to start?


Multiple approaches required3 key elements to strategy

Listen &Measure

Presence

Influencers

Branded SM channels(Twitter, YouTube, LinkedIn, Facebook, etc.)

Publish content Integrate across channels Promote campaigns & events Active - develop platforms

for customer conversations Passive – monitor

conversations Measure conversation

impact

Research Focus Engage Stimulate conversations


1. Be Present


Over 1.4 million followers!

Cost = $0

Twitter: simple, impactful microblogging


Europe Social Marketing Reach

Amplify and promote local content/ leverage US content

Local country channels – subtitled or local video

Country FB fan pages integrate & aggregate content

Country & topic blogs, with RSS & notificaitons

Registrations / Special Events

CISCO COUNTRY SITE

19 handles12 pages

16 channels 13 blogs

Blogs

11,900 followers+ 10% m/m

4,300 fans+ 50% m/m

106,000 views+ 10% m/m

19,000 reads+ 10% m/m


Ustream.tv – LIVE social broadcasting

Integrates live social streaming

with video for Q&A


2. Find the influencers


Then find out where they are happening,and identify key influencers

Focus on which conversations you want to follow.....


Stimulate with expert commentblogger outreach for product launch


Stimulate with competition:Digital Cribs: Heaven or Hell video competition

Over 1,000 entries

63,000 Views

23,000 Comments

12 finalists, 2 winners


3. Listen actively:branded SM channels stimulateconversations


Corporate Blogs: engaging customers in conversation

Integrate all SM

channels


Communities: NetProConnecting networking professionals

Allow customers to engage & interact

Discussion forums, ask the expert events, newsletters

200,000 registered users (+500/wk)

20,000 visits per week

5,000 posts per week

Estimate 70% call avoidance for support


Virtual Events & Communities:blends content, video and conversations


Crowdsourcing:customer led new product innovation

• 2nd I-Prize winner announced last June

• 3000 participants• Public voting• Fostered global

collaboration• $250,000 prize• Winner created

new Cisco Business unit


3. Listen passively:monitor & measureSM conversations


Volume

Share of voice

Sentiment

Who & Where

Key Themes

Social Media monitoring tools track & measure conversations


Drill-down to actual posts:from any metric


Key learnings


It may be harder & take longer than you expectExperimentation

Openness, honesty, willingness to take on tough topicsAuthenticity

“What’s in it for me?”Value Exchange

Traditional business rules have not been suspendedGovernance, Metrics

Employees are great amplifiers; inspire & guide them

Beyond Marketing -

engage employees

Learnings to date:


Workshop exercise:

building a social campaign……..


Can any business be social.......??

Choose example of a company who is an unlikely candidate.....

Your company is launching a major new product/service in January 2011

You have to build a social campaign strategy to drive awareness of and participation in this launch

Discuss in table groups for 20 mins, present back for 2-3 mins each

Here’s how we do it............


Integrate social media into all campaigns


Social campaign planner

1. Decide objectives/KPI’s2. Identify content plan3. Determine channels/venues4. Identify schedule & owners5. Build tracking & measurement6. Execute & optimise


Measurement – detailed by channel

e.g. Total clicks on registration page driven from Europe tweets 1800


Can any business be social.......??

Choose example of a company who is an unlikely candidate.....

Your company is launching a major new product/service in January 2011

You have to build a social campaign strategy to drive this launch

Discuss in table groups for 20 mins, present back for 2-3 mins each your plan

Include: objectives & targets, audiences, launch day activity, content, venues, schedule, measurement

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