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1. ABC Listening &
Engagement at Cisco
Charlie Treadwell, Real-Time Marketing Manager
February 2013
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2. Stage 5
Fully Engaged
Stage 4
Impactful
Stage 3
Stage 2 Operational • Social listening and
Stage 1 Experimental engagement drives real
• Share insights broadly business results
Traditional
• Dabbling in social • Key players/responders • Cross-functional teams
• Customer understanding listening occurs identified (i.e. partner to listen, engage
occurs via focus • Initial understanding of
product, marketing, supp consistently and make
groups, surveys, or conversation landscape ort) changes based on
phone channel/support • Develop initial response insights
• Perceive potential
• No concerted effort benefits of listening process, start engaging • Listening data matched
around social listening; • Starts to be embedded in with other data to
possible skepticism • Still disconnected to provide real-time overall
business operations business operations
about benefits health of brand
• Executive sponsorship
Based on Ant’s Eye View Social Engagement Journey:
http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/
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3. Volume of Mentions
Quarterly reports exceed
Announcement of plans to estimates (stock soar 10%
14000 Unveiling of Mobile layoff 2% of workforce as and boost to dividends
Network Platform Firmware update forcing part of ongoing
12000 and Cloud Connect router admins into Cisco’s restructuring efforts
Solution cloud management program
10000
8000
Business News
6000
Announcement
4000 Launch
Acquisition
2000 Other
0
6/1/12 6/8/12 6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12
Source: Radian6
But how do we find the gems in all
that noise? Help!
Leads
Rant!
Feedback Advocate!
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4. 1
2
3
Action-Based
Social Media Noise Conversations Priority
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5. • 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)
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6. Priority 1 Priority 2 Priority 3
Action required Action required No immediate action
within 24 hours. within 72 hours. is required. Left up
Escalation email Assigned to to assigned user’s
triggered, immediate responsible party discretion to take
follow up required. and added to action.
queue, action
required.
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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7. critic webex P2 support webex P1 buzz webex P3
Social Hub
Rules & Conditions
IF THEN
If “critic” Send to Webex PR
And “webex”
And “P2” Recommend follow
up within 48 hours
Trigger Actions
buzz webex P3
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8. Dee: hi David! Click-to-Chat
[Customer]: Hello Dee, I see you
already know who I am.
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.
Exit Feedback:
Excellent Rating!
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9. Listening & Response is handled by a network of
liaisons, SMEs and dedicated technical services team
Listening Liaison
Product/Solution
Mktg, etc. Dedicated Team for Support
Listening Liaison Response &
Crisis Comms, etc. Engagement, Technical
SMEs
Services
Listening Liaison Listening Liaison
Partner/Field Social Media Listening Product/Solution
Mktg, etc. Center, Digital & Social Marketing, etc.
Media Marketing SMEs
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10. Low High
• Design of Business rules may
require extensive up-front
research and development
High
4 Weeks 8 Weeks
Complexity of Organization
based on 2 primary variables
• The chart to the right estimates
development time for business
rules based on complexity of
organization and rules
Low
2 Weeks 4 Weeks
Complexity of Rules
* Time is approximated
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11. Volume of Mentions Rant!
14000
Leads Support
12000
Help! Lead
10000 Feedback Question
Advocate!
8000 Critic
Buzz
6000
4000
2000 Source: Radian6
0
6/1/12 6/8/12 6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12
• 1 Agent Reviews ~1000 posts per hour
• 5-7k per day
• Agent review and tags ~3% are ABCs
• Social Hub routes 100-300 ABCs per day
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