Allied Digital Group built a community of 60,000+ technology decision makers and business decision makers for Cisco India on social media platforms. They introduced Cisco's social media presence on Facebook, LinkedIn and Twitter. Through innovative content, contests, events and other engagement strategies, they were able to invite, engage and retain the target audience on Cisco's behalf. This led to increased brand awareness for Cisco's products and solutions in India, and the social media program was recognized as one of the best in the Asia Pacific region.

1. Case Study on how ADG built, engaged and retained a
Tech community of 60,000+ TDMs and BDMs on Social
Media Platforms for Cisco India.
Submitted by :
Allied Digital Group
www.adgonline.in
Tel. No. : +91-129-4107527,4116536

2. SYNOPSIS
Integration
of the
About Power network
architecture
What was
the Market
ADG of Impact
Social
Media
How Cisco India Leveraged
Social Media Platforms for a
360 Degree engagement
with TDMs, BDMs and
CTOs

3. WHO ARE WE ?
Pioneer in Digital Media Marketing and Innovations.
Core competency : Lead Gen and Demand Gen Programs,
Display Innovations, Social Media, Applications, Mobile
and Search Marketing
Clientele Genre : B2B and B2C
ADG's Motive: To improve your Business, whether it is Brand building or
increasing sales
Geographic Presence :
HQ : Delhi
Branch Offices: Chandigarh, Mumbai
and Bermingham

4. THE POWER OF SOCIAL MEDIA

9. Consumers are no longer
passive……..
They are active producers

10. CASE STUDY ON 360 Degree
SOCIAL MEDIA ENGAGEMENT FOR
CISCO INDIA

11. Cisco gave us a herculean task of
targeting TDMs ( Technology
Decision Makers) and BDMs
( Business Decision Makers) and
building Brand presence and
community for Cisco India on Social
Media Platforms
“And we took the challenge”

12. Journey began on April 4th 2011

13. WHAT WE DID?
Introduced Cisco Social Media Program on Facebook,
LinkedIn and Twitter.
Partner Messages and mail shots to spread awareness
Web events catering different expertise
Viral engagement – Targeting the Cisco community
Creative content display with Call to action
Measurement of Engagement / Interest Level
Score wise segmentation of the Active Community
Rewards and Recognitions

14. How we did it ?
Incept
Invite
Engage
Retain
Listen

15. PRODUCT GROUPS
DATA CENTER AND VIRTUALIZATION
BORDERLESS NETWORKS
The Mission was
COLLABORATION to build a very
niche community
TARGET SEGMENT of the mentioned
target Segment.
CTOs Non Cisco, Non
IT HEADS Students etc.
TDMs
BDMs
Technology Purchase Decision Makers

16. GUAGE METRICS: What were Cisco’s expectations ?
MONTHLY ACTIVE USERS
% FEEDBACK ON ALL POSTS : 0.9%-1%
POST VIEWS AND POST FEEDBACK : 40-45% OF
OVERALL FANBASE
RETWEET RATIO : 50%
KLOUT SCORE: 45+

17. Integrated the 4 Pillars for Cisco India
Cisco
India Cisco Social Cisco Cisco
Media
Social Ambassador
Interaction Connected
Media Program Network Government
Presence

18. INNOVATIVENESS

20. Demand Generation through Innovative and
Engaging contests

21. We tightly integrated the offline
activities for Cable Digitization by Cisco

22. HOSTED MICROSITE
INTERFACE
LEADING TO CISCO
INDIA WEBSITE
Create traction for
fans by embedding
an interactive Cisco
India Video on the
Page

23. Created an Engagement Page for Cisco India
Created a new Tab
(A user lands on Engaging with
this Engagement users through
Page when he likes contest and
Cisco India ) promotions

24. Pre Curtain Raiser and Event
Coverage

25. Lead Generation through Sweespstakes and Wildfire
Applications
Incentivized Like
page to attract
maximum eyeballs

26. Lead
Generation
form to
convert
prospect
customers to
potential
buyers
We captured
whopping
300+ Leads
from
Enterprise
Audience and
IT Purchase
decision
makers in a
spam of 30
Days

27. Niche Targeting via LinkedIn
This can be join Group/
Community/ Event/ Page
Invitation sent directly to
user’s inbox

28. CISCO INTERACTION NETWORK
FEW INTERACTIVE AND EFFECTIVE HIGHLIGHTS:
LIVE STREAMING
APPLICATION INTERFACE: MONKEY SURVEY, SWEEPSTAKES, WILDFIRE,
NORTH SOCIAL etc.
SMO/SOCIAL BOOKMARKING FOR MANUAL PROMOTION
NPS SCORE REVIEW
LEAD GEN PROGRAMMES

29. Automated RSS/ Atom Feeds
For all the recent Press Notes,
How to Videos, Features or
Articles by Jimmy Ray Purser; we
can create an RSS Graffiti

30. INTERACTIVE
USER
INTERFACE

31. SWEEPSTAKES
APPLICATION FOR
LEAD GENERATION

32. THE SOCIAL
IMPACT

34. Cisco India reach on twitter
Cisco India global
influence score:
675
Fan following
consistently increasing
on Twitter Network

35. Engagement and Outreach
Interaction and Engagement Cisco India is followed by
on Twitter Network 1600+ IT professionals and
481 links have been shared
in the Twitter community

36. Customer Testimonials or
Success Stories
RAVE REVIEWS
FROM CISCO
CUSTOMERS

37. Cisco Captive Audience Split; on the basis of HR
Program initiative through Social Media Channels
Champions
Enthusiasts
Onlookers
Laggards
On the basis of Cisco Social Media Ambassador Activity initiated for
niche community of Cisco employees in India, monitoring their activity
and engagement and knowledge on Social Media

38. PROCESS
INTER-OPERATIBILITY

39. We integrated the
4 Pillars through Social
Network and Worked
‘Hand in Hand’

40. CISCO SOCIAL MEDIA
AMBASSADOR PROGRAMME
Cisco Cisco
We assimilated the
HR objective
through
Cisco Loyalist Badge

41. PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS AND
INTEGARTING LIVE EVENTS
Live Events
Included the links of
Facebook event page and
twitter handle within these
mailers.

42. Blogging Contest A mini-website which
for Cisco Enthusiasts covered pillar to post
info. On Cisco Social
Ambassador Program
Microsite of
Social Ambassador Club
This worked as a fair medium to engage users
and also monitor their involvement as per their
expertise areas.

43. Social Index (Events on Flicker) : Cisco Connected Government
Initiatives
Cisco India
Integrating Offline
participation in
Event through Live
Government Projects
Stream Coverage

44. Social Index : Cisco Connected Government Initiatives
We Live streamed off
ground Technical
Demos by Cisco

45. Corporate Social Responsibility
Integrating Cisco
CSR Projects with
Social Media
Networks

46. Live Training Rev-Up and more…
• Invited Cisco team to join Cisco India, Cisco Connected Govt. & CIN
Facebook pages.
• Floated Poll Questions on the basis of Live Trainings held
• Quizzes and random questions from the online trainings
• “How To” articles from different expertise areas
• Personalized messages seeking Feedback on the trainings in order to
receive accurate responses.
• Group Discussions in the Cisco C Club/ sub-groups relevant to Cisco
architectures
• Floated Tweet-a-thon of #tags on the basis of key topics discussed in
the live trainings

47. MARKET IMPACT

48. Human Face to Cisco PSU Segment

49. Market Impact for the brand Cisco in India
through Social Media Platform
The statistics have been
received through NPS
Score, Survey
applications, Social
Media Applications and
Google Analytics

50. Despite a refined category of
product and a very niche set of
Target Audience, we are
growing, sustaining ,
engaging and listening….

51. SUSTAINENCE ON THE WEB

52. We are growing and sustaining …..
We were awarded as an
APAC centric agency
A community of Approximately
65,000 on Social Media Platforms
Who connect, converse and we listen

53. Tools Used

54. WHAT WAS THE
ROI FOR THE
BRAND?

55. WHAT WE ACHIEVED?
• On the basis of Social Listening tools, Cisco India Social Media presence is
amongst the top B2B Digital Landscape in India
• A refined Community of Approximately 60,000 CTOs, IT Heads, TDMs and
BDMs on Facebook, LinkedIn, Twitter and YouTube
• Head to head progression with Cisco’s Global Presence
• India has been applauded in APAC for the Social Media initiative. Our
performances have the lead the way for other regions to follow
• Increased SOV for products and Solutions of Cisco India on the web
• Social Media has hogged the limelight and has been practically focused
upon for all the Cisco India internal employee

56. THANK YOU 