Cisco Shares Making the Case for B2B Social Media
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Presentation by Charlie Treadwell and Chris Johnson at the Arizona Tech Council for Making the Case for B2B Social Media.
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Cisco Shares Making the Case for B2B Social Media
- 1. Justifying Social Media in the B2B Space Chris Johnson, CEO/Founder, Terralever Charlie Treadwell, Social & Digital Marketing Manager, Cisco November 27th, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
- 2. It is the new collaboration system between employees, customers and brands Most efficient listening and feedback-gathering channel available Accelerates word of mouth © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
- 3. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
- 4. 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 Sources: Various, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
- 5. 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 Sources: Various, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
- 6. B2B 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
- 7. 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! © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
- 8. 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 Secondary Strategy platform Primary Strategy Capture insights into market sentiment regarding products and/or services 0% 10% 20% 30% 40% 50% 60% 70% Sources: Aberdeen, 3/2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
- 9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
- 10. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
- 11. 58m 5.5m visits to social reach 3.6m 886k Cisco.com in Q1 mobile web customer app 447k visitors Downloads social media 25m mentions organic search 238 referrals % 451k social referrers 915k to Cisco.com paid search click-throughs 118 % 15% 145% Cisco.com Social Reach Mobile Phones Mobile Apps © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Source: Cisco SiteCatalyst & other internal metrics. All values Aug „12-Oct „12.
- 12. Intelligence Engagement Measurement Advocacy • Leverage listening • Integrate social • Benchmark and • Build long-lasting to understand your into the brand track progress relationships to social audience experience create loyalty • Automate • Study your • Collaborate integrated • Use loyalty as the competition globally dashboards foundation to drive advocacy • Make data-driven • Lead with • Celebrate success decisions compelling content and conversations • Automate processes & • Provide triggers to workflows continue journey Enablement: Global Strategy, Consulting & Training Governance | Training & Certification | Strategy & Consultation | Social Ambassadors © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
- 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
- 14. • Community-driven content • Activity calendar • Discussions, blogs • Social networking © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
- 15. • 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
- 16. SME 1: “The Discoverer” SME 2: “The Closer” Social Media Team Collaboration • SME 1 discovers negative comment in influential LinkedIn group • Alerts appropriate people triggering escalation process • SME 2 resolves situation within a few hours 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
- 17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
- 18. Identify Emerging Themes Capture Industry Find Fans Trends and Advocates Competitive Discover Insights Product Benefits Issues of Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
- 19. 1) WW Technical Services Discovers Two P1 2) Small Business Uncovers Product Issue and Issues and BU Resolves Restores Faith of Partner • P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560. • One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue. products through various TAC cases. • Product team react quickly, faulty units sent directly to • BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues. • Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution. 3) Tandberg Addresses Customer Concerns Over 4) Cisco Data Center Enters a New Market with Acquisition and Calm Fears Unified Computing (UCS) • Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to acquisition on Tandberg‟s Facebook page. what‟s being said in the marketplace. • Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco‟s Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of them know the customer needs more reassurance. customer conversations. • Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established of concerns on Facebook. thought leaders inside the community. • The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts comments from the Facebook wall. detractors to improve receptivity to their insights. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
- 20. Monitor global conversations and geographical activity Identify trending topics or emerging themes Monitor influencers and sentiment of their posts SocialMiner: Monitor event Monitor sentiment Monitor shifts in share of attendees, engage, and and spikes or viral voice and product performance of social stories focused activity media staff v
- 21. • 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) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
- 22. Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail @henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8 @CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
- 23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
- 24. London 2012 Olympics & Paralympics Social Media Listening Center Supportin Listening Talking Energizing Embracing g Ambush 1 Marketing Crisis 2 Management Sentiment 3 Monitoring
- 25. Incident Language Breakdown Russian, 1 German, 1 Portuguese, 1 Chinese, 11 English, 19 Incident Type Twitter Outbid Network Attack/Hacking • Maintain training and keyword updates for 25 team stakeholders Competitor Ambush - BayNetwork.com • Deliver updates to Games Time Operations team (2x/daily, 7x/week) Competitor Ambush - M5 • Conduct UK USA handover calls (1x/daily, 5x/week) Competitor Ambush - 盐城思科 (Yancheng SiKe) • Conducting daily analysis in key areas: Competitor Ambush - Shoretel • Monitor stability of Cisco Buzz, Global Conversations visualization in Cisco House and deliver troubleshooting services if 0 2 4 6 8 10 12 needed. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
- 26. Benefits: Complete Understand Augment Uncover new Create an your their customer "listening" opportunities advantage digital story journeys Learn from Benchmark Show value Learn best Improve your competitors' against of your practices digital efforts mistakes competitors efforts © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
- 27. Integration of social Integration of social collaboration into customer & insights into the customer partner interactions. & partner experience. Social Intelligence Social Collaboration © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
- 28. Social Data Social Data Analysis Social Listening Social Login Social Rewards © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
- 29. 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 How do we find the gems? Help! Leads Rant! Feedback Advocate! © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
- 30. 1 2 3 Action-Based Social Media Noise Conversations Priority © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
- 31. • 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) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
- 32. Priority 1 Priority 2 Priority 3 Action required Action required No immediate action within 12 hours. within 48 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
- 33. critic webex P2 support webex P1 buzz webex P3 Social Hub Rules & Conditions IF THEN If “critic” Send to Webex PR And “webex” And “P1” Recommend follow up within 24hours Trigger Actions buzz webex P3 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
- 34. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
- 35. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
- 36. Content Conversations Integration Engagement Triggers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
- 37. “Worklife Cloud” is a customized “Economics in the Cloud” is an The Multiple Devices reveal visualization of everyday Infographic aligned with the event is the first-ever pinned CIO/CTO cloud usage IBSG “World of Many Clouds” video on the brand Twitter page POV launch • With additional amplification • Number of views significantly planned, expected traffic to increase 4X • Top traffic sources include the surpassing non-socially activated videos Cisco Germany blog and the • Average time on page: 9 minutes Cisco LATAM blog • Generated 270 likes and nearly • Top traffic sources: 50 retweets across Facebook Facebook, Weibo.com, Twitter, a • Top countries include and Twitter nd blogs.cisco.com Brazil, UK, India and • Over 200 tweets containing the • Top traffic countries: US, China Germany, all part of the G6 and Mexico #CiscoYourWay hashtag © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
- 38. Campaign related Social Internet of Things Tech infographics were designed Web Infographic publications and blogs 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 Global Syndication Reddit Tech © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
- 39. B2B Twitterer of 2010 Returns © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
- 40. Seamless Integration Social Media Components Cisco-Owned Social Properties Cisco.com Social Hub Social Login © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
- 41. • Engagement up 17% • Returning visits up 6% • New visitors up 9% • Pageviews up 13% • Pages viewed per visit up 6% • New visits up 3% © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
- 42. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
- 43. Cisco Collaboration Virtual Launch Experience 2012 • 59,891 unique visitors • 10,859 registered for streamed events / 5,988 attended • 93 discussions with 256 replies © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
- 44. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
- 45. • Video to pique interest in demo Ad Impressions • Demo served as a catalyst to (Awareness) begin in-depth technical conversations that influenced over $80M in ASR 9000 sales Video Views • Video views tied directly to (Consideration) purhcase, not just awareness • Awards Demos (Response) Winner Best Use of Viral Video – B2B Magazine, 2011 Winner People's Choice Award – B2B Magazine, 2011 Result (Purchase) 210 qualified leads $80M+ influenced sales © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
- 46. Thank you.
Notas do Editor
- Social Media is not a fadCommunication has evolved from one to one, to one to many, to many to many
- 65% of adults worldwide …http://thesocialskinny.com/99-new-social-media-stats-for-2012/56% of Americans …., 55% of Americans 45 – 54 …. & 80% of Americans 18 - 24:http://www.convinceandconvert.com/the-social-habit/11-shocking-new-social-media-statistics-in-america/
- 90% of B2B…/60% of B2B…/53% of B2B… Penton: http://forms.pentonmarketingservices.com/forms/B2Bmarketinginsights73% of all B2B leads… Marketing Sherpa: http://sherpablog.marketingsherpa.com/email-marketing/b2b-lead-nurturing-importance/
- 67% more leads a month are created… Social Media B2B: http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic17% of total leads are created… Marketing Profs: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers33% of global B2B buyers… Social Media B2B: http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic
- Aberdeen – “B2B Social Media Marketing: Are we there yet?” http://www.aberdeen.com/Aberdeen-Library/7635/RA-social-media-marketing.aspx - 3/1/2012
- Our response: We are simplifying and unifying customers experience with brand, deep understanding and alignment with where they are in their journey, tailoring the engagement to help them accomplish their goals and have appropriate messaging for them where they areBenefits to Cisco – Drive consistency with field and country levelCrossing disciplines to improve customer brand experience, align to customer journey, and target content
- FY12 final snapshot
- GovernanceIWE page: http://iwe.cisco.com/html/index.html#url=/web/socialmedia/governance - please read this page, it will tell you who needs to know our policy, the fact it now must be accepted each year (this is new! So not only has this been integrated into COBC which also must be accepted each year, but now the social policy must be accepted each year as well as a standalone item). We are now able to track who has accepted (i.e., electronically signed) the social policy – I used myself as an example to illustrate what it looks like. Please use the attached screen shot and do not alter it. As you can see, parts of the description have been whited out.
- Recruiting those whose main job is not social media can help scale your social efforts as well as give these people an opportunity to learn. Cisco has an internal program, Social Ambassadors, that identifies, recruits, activates and recognizes those people who have successfully integrated social media into their day job – even though their day job is not social media. These people are engineers, solution marketing managers, sales people, etc. Here is an example of how these people can help drive business results for your company. LinkedIn Example:Negative comment about Cisco in influential LinkedIn group goes unnoticed for 3 monthsSME, Greg Smith, enabled and activated Within 24 hours the issue was addressed due to SME monitoring, and internal escalation chain between SME, Social Ambassador Program Office & Listening team and SMB representatives
- Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
- We recognize that we must actively listento the discussions and opinions of our customers and competitors.We want to know what they say about Cisco, our competitors and the industry.With what we learn, we can then engagein meaningful conversations with them to inform and strengthen our relationships with them.
- Was able to turn a negative post around into positive…
- Talk here about sales opportunities as well…
- At Cisco, we believe that a strong social media strategy starts with listening, but when a brand receives over 1.9 million mentions per year, how do we filter through the noise, identify the relevant conversations, and route them to the appropriate teams in a large organization like Cisco?We believe Listening must start with ABCs and 123s. ABCs are action-based conversations, and 1-2-3’s help us prioritize and escalate them.
- The 7 types of ABCs and which teams we route them to.
- Prioritization and SLAs (how quickly these need to be handled)
- The 3 stories hear are real posts captured from WebEx customers by our ABC Agent, simple tags are applied as they are located, ABC type, product or group, and priority. These are automatically pushed into our social automation engine (Social Hub) which uses 1000s of different combinations or conditions to trigger various rules and actions. These are then routed to appropriate teams, i.e. support, PR, marketing, legal, sales, etc. The product or group tag enables it to be routed to the appropriate team, and priority helps recommend a time-frame of response, or helps trigger escalations when necessary (i.e. legal, P1, alerts legal and PR teams immediately). The social hub is a large library of real-time if-then statements that listen for various conditions and creates many actions, including assigning to teams. In this example, the angry post about webex, was routed to webex PR, who responded and ultimately delighted the customer who then reposted a “buzz” or praise of Cisco. This post was then tagged as buzz, webex, p3. Buzz posts are used to highlight positive customer or advocate comments on our Cisco.com product pages.
- We need a complex ecosystem of people, teams and existing organizations like sales, and support to enable this ABC program at scale. We are not reinventing support, or TAC, we are integrating and extending across all social channels to ensure no customer voice goes unheard, but is also routed to the right team best suited to respond or use the information provide (i.e. product feedback or enhancement requests go to the product development team).
- 1. Integration (CDC & social examples)2. Content (brand infographic examples)3. Conversations (Twitter example)4. Engagement triggers (Social Rewards, Collab example with “next steps” rolling thunder)
- We built a story-telling infographic to support Dave Evans (Cisco Chief Futurist) talk at Cisco Live (annual event) in June. The piece ultimately went viral and drove significant Cisco-centric conversation. It was part of a larger campaign to increase Cisco buzz and brand sentiment. The 90-day campaign experienced 30% increase in quantity of conversation and 7% increase in sentiment.There were 3 key factors that drove the success of this particular piece:1) The data mining we did with Dave ahead of the event yielded a great social infographic.2) The timing of the release on AllThingsD to align with Dave Evans talk at CiscoLive.3) And we quickly localized the piece, and syndicated to a global audience. Where we experienced over a million views within Weibo (the Chinese version of Twitter).
- Join badge programComplete profileCommentShare posts/accomplishmentsVisit oftenWatch videoRefer others to the site
- Cisco Collaboration Virtual Launch Experience (www.cisco.com/go/virtualexperience … live until approx March 2012)For 3 years Cisco Collaboration Marketing has hosted their annual global launch on the Cisco Collaboration Community (www.cisco.com/go/joinconversation) in the publicly-accessible Cisco Collaboration Virtual Launch Experience (VLE). The strategy for the annual VLE evolves according to the strategy of the global launch. The Collaboration announcement strategy for 2011 included a “rolling thunder” series of 5 announcements held October – December 2011 and only 1 of those announcements was made at a physical event (the Collaboration Summit 2011 in Miami, which was an invitation-only event for select analysts, partners, and consultants). The VLE strategy adapted to this approach with a cadence of live online events designed to drive conversations within the community-based virtual experience and continuously lead visitors along a customer journey of learning and engagement within each announcement from overview to deep understanding and then linking one announcement to another. Objectives: Generate awareness, thought leadership and buzz throughout Oct – Dec 2011 announcements Update customers and prospects worldwide on what’s new Humanize Cisco and build trusted relationships through engagementLead audiences to ‘next steps’Approach:Each announcement had:Live Announcement Overview webcasts streamed within the virtual experience page for 3 of the announcements with product leaders concisely summarizing the announcement and how it fit into the larger strategy (averaged 20 min) with live Q&A taken through the community discussion forums. By taking Q&A through the community, the conversations lived on beyond the live event and guided conversations in the community to the level we wanted to encourage. A series of “countdown” video blogs were posted to the virtual experience in the weeks prior to the announcement live webcast. These were strategically designed to place Cisco as thought leaders and – depending on product being announcement -- to educate about Cisco in new markets, combat myths, convey Cisco strategy, inform on industry trends, etc. Faces of product experts were highlighted to put a human face on a big corporation and encourage posting and an army of experts were on call for timely response to discussions“See it in action” product demonstrations provided the majority tech audience with “meaty” details of what’s newFor each announcement, we provided concrete next steps including:attending follow-on live deep dive briefings for 3 of the announcementsLinks to cisco.com for more information, offers and follow-on industry events where Cisco had presenceRESULTS:59,891 unique visitors; 10,859 event registrations with 5,988 attendees; 93 discussions with 256 replies … AND GROWING At-a-Glance FactsSupported 5 announcement from Oct - Dec: Virtualization, TelePresence, Unified Communications for Midsize Business, WebEx/Jabber SDK and Hosted Collaboration Solution announcements 4 live Announcement Overview webcasts (ratings as high as 4.2)1 keynote streamed live from Collaboration Summit 2012 in Miami (rated as 4.5)25 video blogs on blogs.cisco.com/collaboration and community (duplicate posted to more broadly amplify to different audiences)3 live 90-min deep dive briefings (ratings as high as 4.5)Best Practices:Provide content and events geared toward the type of conversation you want to have with your audience to engage audiences at the level you want Use the community discussion forums for Q&A during the live events allowing a much larger number to see the conversations and enabling many others to add to the conversations post the live eventUnfiltered discussion forums put a face on big company Cisco and make us more approachable and openEnsure your community strategy is complimentary to cisco.com and not duplicative … here we entirely focused on communicating and educating on what’s new for each announcement and drove back to cisco.com for “baseline” solution and product information Develop a comprehensive promotion plan including tight integration with cisco.com and social media channels to drive in maximum eye balls Create a well thought out customer journey driving traffic to the virtual experience, engagement and path within the virtual experience, and next steps beyond the virtual experienceSide note … I believe we are first in Cisco to: - Embed the SMS registration process into a community page at Cisco, allowing for a better user experience while leveraging Cisco standard registration system that flows into the CI database
- Objective: use the viral impact of a Cisco YouTube video to initiate 2-way engagements with potential customers in a unique way and thereafter drive purchase for the ASR 9000Video is highly effective asset in breaking away from traditional marketing processes to increase 2-way dynamic between Cisco and customersHere, social media was used to drive sales metric vs. just being an awareness platformChallenges, games, and contests are innovative and fun ways to engage customersAwards:Winner Best Use of Viral Video – B2B Magazine, 2011Winner People's Choice Award – B2B Magazine, 2011Process: offer users a live demo to experience the functionality of the ASR 9000 themselves by creating a teaser video that would drive users to arrange for an interactive demo experience with the Cisco account teamTeaser video was used as a marketing effort that challenged users to use a remote controlled arm (“Robot Arm”) to pull out the route switch processor card from the ASR 9000 and try to disrupt the streaming video Interested users sent to website to sign up and then be contacted by Cisco team member who gave users the demo (designed so that ASR 9000 would always beat the “Robot Arm” being controlled by the users) Result: this demo served as a catalyst to begin in-depth technical conversations that eventually influenced over $80M in ASR 9000 sales (as of July 2011)Video wasn’t viral in terms of getting many views, but it had “viral impact” by hitting specific target audience of SPs to increase purchasesVideo won “Best Use of Viral Video” and “People’s Choice Award” in B2B MagazineResources:“Cisco ASR 9000 Test Drive (Robot Arm) Deep Dive” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-84118439.pptx“Cisco ASR 9000 ‘Robot Arm’ Test Drive and iPv6” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-72818444.pptx“Mini Case on Lead and Revenue Generation in Social Media” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=121107003&name=DLFE-82318404.pptx“Cisco ASR 9000 ‘Robot Arm’ and iPv6” presentation WebEx Replay Link: https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=MC&rID=52304797&rKey=d71c694354515eb7 (56min) “Cisco ASR 9000” blog post: http://blogs.cisco.com/tag/asr-9000/page/4/“Cisco Viral Video Campaign Drums Up $80M in Sales Opportunities” blog post: http://blogs.cisco.com/socialmedia/cisco-viral-video-campaign-drums-up-80m-in-sales-opportunities/