Social Media Case Study for AEGIS GRAHAM BELL AWARDS by ADG Online Solutions Pvt. Ltd.

1. SOCIAL MEDIA CASE STUDY FOR
AEGIS GRAHAM BELL AWARDS
Submitted by :
Allied Digital Group
www.adgonline.in
Tel. No. : +91-129-4107527,4116536

2. SYNOPSIS
• About Allied Digital Group
• How Cisco India Leveraged Social Media
Platforms for a 360 Degree engagement with
TDMs, BDMs and CTOs
• The 3 Pillars that ADG integrated for a web
viral
• How we did it
• What was the outcome

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

5. 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

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

7. 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”

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

9. 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+

10. Integrated the 4 Pillars for Cisco India
Cisco India Social Media Presence
Cisco Social Media Ambassador Programme
Cisco Interaction Network
Cisco Connected Government

11. Journey began on April 4th 2011

12. Cisco India Presence On
Social Media Platforms

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

14. Created an Engagement Page for Cisco India
Account Set up,
Created a new Tab
(A users lands on Engaging with
this Engagement users through
contest and
Page when he likes promotions
Cisco India )

15. Pre Curtain Raiser and Event
Coverage

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

18. Creative Messaging through Wall Graffiti

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

20. 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

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

22. 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

23. CISCO SOCIAL MEDIA
AMBASSADOR PROGRAMME
We promoted Social Media Ambassador
Programme for Cisco to bring engagement
within Cisco India Ecosystem

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

25. 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.

26. The Cisco Loyalist Badges
This not only promoted
Cisco’s Ambassador Drive
but also helped us to
segregate the Cisco people
on SM platforms

27. Audience spilt through Cisco Social
Ambassador Program
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

28. 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

29. Community building on Twitter
Inspirational / Experienced Cisco members’ activity highlighted
which the subordinates followed and also invited their
followers to join in the community

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

31. 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

32. 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

33. INTERACTIVE
USER
INTERFACE

34. SWEEPSTAKES
APPLICATION FOR
LEAD GENERATION

35. CISCO CONNECTED GOVERNMENT

36. Human Face to Cisco PSU Segment

37. Corporate Social Responsibility

38. Social Index (Events on Flicker) : Cisco Connected Government
Initiatives
Cisco India
participation in
Government Projects

39. Social Index : Cisco Connected Government Initiatives

40. Tools Used

41. 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 50,000 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

42. THANK YOU 