Download - Cisco Social Media Marketing Practices
Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.
Paula WangDirector of MarketingCisco Asia Pacific Japan & ChinaOct. 10th, 2013
How to Use Social Media Marketing to Drive Business
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Practice Sharing
How You Can Leverage
Cisco APJC Social Marketing OverviewAgenda
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Cisco APJC Social Landscape(No. of Followers for Key Accounts of Main Platforms, Sept 2013)
India129,000 – Facebook1,600 - Twitter
China189,000-- Online Community 176,000 – SINA Weibo110,000 –Social Ambassador followership
Japan2000 – Facebook4,400 – Twitter
Asia613 – Facebook (Indonesia)1250 – Facebook (Philippines Networking Acad)793 – Twitter (Cisco APJC) 1469 – APJC Partners (Twitter)
ANZ966 – Facebook1,600 - Twitter
Social Platforms Used by Cisco APJC:• Facebook• Twitter• LinkedIn• Google +• YouTube• Weibo(China)• Youku(China)• WeChat(China)• Online Community• Baidu Docs• Instagram• Flickr• Pinterest
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Enablement Intelligence Engagement Measurement
Cisco APJC Social Media Marketing Framework
• Define Scorecard
• Standardize Reporting
• Social Media University
• Workshops
• Policies and Governance
• Infrastructure and Tools
• Internal Consulting
• Social Media Listening Program
• Monitor branding and campaign impact
• Track trends
• Shape future marketing program design
Social Listening
Social Media Enablement
Measurement
• Activate employees
• Engage with customers and partners
• Support for major campaigns, e.g. IOE Brand Campaign, Tier 1 events
• Facilitate leads generation
Social Ambassador
Program
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Social Media Training3 Certification Levels:
• Specialist• Strategist• Master
2 Tracks• Internal• External
http://www.cisco.com/web/learning/social/index.html
Social Media Training Courses
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Social Listening
Brand
Cisco and Competitors
Technology
EN, Mobility, SP, Security, DCV
Campaigns
IOE, Cloud, BYOD/Mobility
Crisis Monitoring
Physical Event
Cisco Live, Cisco Connect, CCBN,
MAE
Buzz, Sentiment, Trends, Key Words
Association0
200
400
600
800
1,000
1,200
1,400
• IoE value index report drew IT media attention. Link
• Cisco released Q4 finance report and mentioned IoE value index report . Link
What We Listen For A Quick Snapshot
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Social Listening at Cisco Live Melbourne March 5-8, 2013
Real time posts feed – Social Miner
Social Media Influencers
Real time photo feed – Instagram &
Flickr
Live Streaming Cisco Live 365
Total Reach 28587
Unique Twitter Posts 1305
Twitter Engagementt 446
Instagram Photos #clmel 132
Facebook Likes 825
Facebook Engagement 420
Twitter F
ollowers
Likes
0
200
400
600
800
1000813 770
949825
Before Cisco LiveAfter Cisco Live
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Using Social Media to Engage with Customers:700 Social Ambassadors in Cisco China/India
No. of Followers
No
. of T
we
ets
To enable and activate Cisco employees to act as Cisco’s ambassadors in interacting and engaging with customers and partners via social channels.
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Cisco India Engages with CXOs via LinkedIn Groups• A robust group with 350+ C-level
members
• Pioneers within APJC to initiate a LinkedIn Group
• Active group with frequent discussions and engagement
• Phase-2 to focus on sustaining members. Engaging with ‘right ones’ and attracting ‘right ones
Group Demographics by Industry
Group Demographics by Job Title
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Cisco China IOE Social Brand Campaign
Define IoE Quantify the Value of IOE
Create Cisco Connections Index
Buzz Actual(Target)
6,189 (5,000) 7,395( 2,100) 14,306( 2,100)
EngagementActual(Target)
4,197(2,500) 3,615( 3,000) 8,775( 2,700)
ReachActual(Target)
9.5M(3M) 6.1M( 4.5 M) 71M( 4.5 M)
1 2 3
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Cisco China: Early Stage of Social CRMBusiness opportunity captured via Sina Weibo
Weibo Fans interact with
Official Weibo for
procurement inquiry
Weibo Team passed the request to
telemarketing team
Telemarketing team passed
the opportunity to Sales team or partners to
follow up
Weibo fans share the
experience of being
supported by Cisco
1
2
3
4
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SummaryKey Take-ways
• Social Marketing has come of age
• Social Marketing needs to be part of your marketing mix and it does not stand alone
• Use Social Marketing to build brand awareness, to engage with your customers and can potentially to generate leads
Actions you could take• Train your employees on Social Media
• Conduct Social Listening to keep a pulse on the market trends and your share of voice
• Mobilize your employees to be your social ambassadors
• Integrate Social into your physical events
• Test, Learn and Scale.
Thank you.