social media b2b marketing | cisco, europe
DESCRIPTION
How to ride the hype of social media for b2b marketing. Presented by David Chalmers and Patricia Klein, Digital and Social Media Marketing, Cisco, Europe.TRANSCRIPT
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© 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
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2Waitrose
Our customers are doing this..…..
13,000,000 articles on Wikipedia in 200 languages
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3Waitrose
In so many places……
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4Waitrose
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)
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5Waitrose
Where to start?
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6Waitrose
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
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7Waitrose
1. Be Present
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8Waitrose
Over 1.4 million followers!
Cost = $0
Twitter: simple, impactful microblogging
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9Waitrose
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
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10Waitrose
Ustream.tv – LIVE social broadcasting
Integrates live social streaming
with video for Q&A
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11Waitrose
2. Find the influencers
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12Waitrose
Then find out where they are happening,and identify key influencers
Focus on which conversations you want to follow.....
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13Waitrose
Stimulate with expert commentblogger outreach for product launch
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14Waitrose
Stimulate with competition:Digital Cribs: Heaven or Hell video competition
Over 1,000 entries
63,000 Views
23,000 Comments
12 finalists, 2 winners
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15Waitrose
3. Listen actively:branded SM channels stimulateconversations
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16Waitrose
Corporate Blogs: engaging customers in conversation
Integrate all SM
channels
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17Waitrose
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
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18Waitrose
Virtual Events & Communities:blends content, video and conversations
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19Waitrose
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
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20Waitrose
3. Listen passively:monitor & measureSM conversations
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21Waitrose
Volume
Share of voice
Sentiment
Who & Where
Key Themes
Social Media monitoring tools track & measure conversations
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22Waitrose
Drill-down to actual posts:from any metric
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23Waitrose
Key learnings
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24Waitrose
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:
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25Waitrose
Workshop exercise:
building a social campaign……..
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26Waitrose
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............
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27Waitrose
Integrate social media into all campaigns
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28Waitrose
Social campaign planner
1. Decide objectives/KPI’s2. Identify content plan3. Determine channels/venues4. Identify schedule & owners5. Build tracking & measurement6. Execute & optimise
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Measurement – detailed by channel
e.g. Total clicks on registration page driven from Europe tweets 1800
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30Waitrose
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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