Social Media Marketing for B2B
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Here are the key steps in Cisco's social media engagement process: 1. Listening teams monitor conversations to identify issues or opportunities. 2. Issues are routed to the appropriate SME teams (e.g. marketing, product, or support) based on predefined rules. 3. SME teams engage directly on social media to resolve issues, answer questions, or provide feedback to product teams. 4. Crisis issues are escalated to crisis management for a coordinated response across social media channels. The goal is to provide timely, helpful responses across the customer lifecycle from marketing to support. Monitoring and routing issues to subject experts allows Cisco to address customer needs on their preferred social media channels.
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Social Media Marketing for B2B
- 1. Social Media Marketing for B2B Creating and Executing an Integrated Social Media Marketing Plan for Business to Business Marketers Charlie Treadwell – Digital & Social Marketing Manager, Cisco February 26, 2013 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
- 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
- 3. • 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 3
- 4. 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 4
- 5. 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 5
- 6. 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 6
- 7. 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 7
- 8. 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 8
- 9. 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 9
- 10. Content Sharing & Rating Forums Organization Web Site Blogs cisco.com Social Networks Blogs Cisco Blogs Home Base Outposts Passports Priority: 1 Priority: 2 Priority: 3 Time Budget: ~50% Time Budget: ~40% Time Budget: ~10% Listening Station Always on © 2010 Cisco and/or its affiliates. All rights reserved. Tuning in to online conversations Cisco Confidential 10
- 11. Blogs Micromedia Social Networks Video sharing Geolocation Reviews & Ratings Customer Service Events Wikis Live-casting Photo sharing Music sharing Document sharing Social Bookmarking
- 12. • Source:Sales2.0Conference,2011 • Source: CSO Insights 2011 Sales Performance Optimization Study © 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. 1 2 3 4 Listening Create the Engage Monitor & & Defining Strategy & with Measure Audiences Content Audience © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
- 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
- 16. 10:00 AM, June 29th, Word Cloud Screen software using firmware install allow linksys cloud data access tracking connect pushing cisco trust automatic history security allows router © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
- 17. 10:00 AM Issue Logged by Listening Team © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
- 18. 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
- 19. 1 Listening & Defining Audiences A. Identify the audience B. Join the social streams, listening to key conversations C. Research how peers are using social media channels D. Understand audience needs © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
- 20. Identify Emerging Themes Capture Find Fans Industry Trends and Advocates Competitive Discover Insights Product Issues Social Strategy Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
- 21. 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 21
- 22. Source: Forrester Tech Marketing Navigator, Q1 2012 *Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
- 23. Tune in to: • Mentions of brand • Keywords you use on the web or search terms • Products you market, develop, or sell • Your executive’s name • Special events or promotions you are running • Ongoing efforts you are managing • Competition or others in your industry or segment • Key customers • Analysts and members of the press or other media • Bloggers and other influencers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
- 24. Customer Care Top Discussed Topics: CCA on demand Telepresence CCA Hosted UC CCA Enterprise CCA Cisco Avg. Competitor Total conversations *CCA = Cloud Collaboration Applications Analysis Both CCA on Demand and UC saw a fall in total conversation focus. Both Cisco and its competitors maintained their focuses when compared with last month. Recommendations Total conversations surrounding collaboration software received a spike in January due to the CES conference and media coverage pertaining. Retain focuses and the landscape will reshift next month. © 2010 Cisco and/or its affiliates. All rights reserved. • Source: Radian6 - (Collaboration) Cisco Confidential 24
- 25. Strategy • Monitoring and responding Goals • Increase relevance and trust • Increase customer satisfaction and loyalty • Support the community Results • SMB team provides an easier way for customer to download firmware • Customer appreciates resolution and posted a comment about the experience, turning a negative into a positive © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
- 26. Strategy • Monitoring and responding Goals • Identify top issues • Provide service and support Results • Priority 1 (P1) issues discovered and flagged • Cases are resolved and closed • Customer is pleased with the technical support provided © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
- 27. Strategy • Monitoring, responding, acting on it Goals • Listen, engage, and facilitate Results • Brought the issue to the product engineers to investigate and determine if it was a systemic product issue • Partner received new/working system • Partner appreciates the prompt response and resolution; faith in the product and Cisco is restored and he publicly thanks Cisco (via Twitter) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
- 28. Strategy • Monitoring, responding, engage Goals • Improve discoverability of crisis • Initiate a fast, coordinated response Results • Advertisements were pulled down within 24 hours of first Twitter warning • L.A. Times and other outlets commended Cisco for a speedy response “Kudos for engaging the community…Cisco had no way to predict this - they reacted • Positive media sentiment quickly, then researched and engaged the enjoyed, negative media sentiment community - much more than most avoided companies would do. Class act Cisco.” © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
- 29. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
- 30. “80% of a companies success is getting their organization ready through the right roles, processes, policies, me asurement.” Jeremiah Owyang, Industry Analyst, Altimeter Group © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
- 31. 2 Create the Strategy & Content A. Outline how social media fits into the overall effort B. Determine the type of content that will be used C. Confirm team participants and budget © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
- 32. Social Media Integrated Plan Channel(s) Engagement & Ideas Subject Matter Social Media Manager(s) Replies Issues Expert(s) Social Media Effort Blogs Questions Sentiment Listening / Crisis Metrics Manager(s) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
- 33. Your THE Socialsphere Socialsphere Videos, Slid Videos, Slid Online eshare, pho eshare, pho tos, etc. tos, etc. Content Microblogging, Microblogging, blogging, etc. blogging, etc. Created for either a specific moment Offline in time or without an expiration date RSS, bookmar RSS, bookmar ks, etc. ks, etc. Make the most of it! © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
- 34. White papers, overviews Blogs, quizzes/polls, videos, slides Data sheets Videos, blogs, forums, quizzes, polls Emails Blog posts, tweets, and posts Printed materials QR codes, social media call-to-actions Program guides, agendas Mobile apps Press releases Social media releases Offline group discussions Tweetchats, video tweetchats, forums Recorded presentations Slideshare, videos Live presentations Video broadcasts with social Q&A Contests / passports Geo-location mobile apps Websites Live feeds, social sign-on, share features User groups Online communities © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
- 35. Awareness Content Activity Conversations Content Support & Crisis Service Management Content Content © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
- 36. • Ask questions • Survey the audience and crowdsource • Respond to participants • Provide platform for participants to content curation • Focus topics on items audience is interested in • Create interactive regular content • Tag other participants’ handles / profiles to generate dialogues • Create polls and quizzes • Host events in social media • Highlight a fan/follower’s comment and as appropriate, add your 2 cents to it • Pull others into the conversation by “@messaging” or highlighting them © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
- 37. • Announce new products, services, and news • Bring attention to an important topic • Introduce new information to audience • Create an information-sharing environment • Monitor for content understanding and absorption © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
- 38. • Address questions and resolves issues • Acknowledge feedback • Involve participants • Manage crises • Give participants an opportunity to review or rate © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
- 39. • Contests • Tweetups • Tweetchats/video chats • Forum discussions • Trivia questions • Polls © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
- 40. • Retractions and clarifications • Issue addresses @CiscoNewsUpdate • Revisions Fake Handle • Acknowledgements • Information distribution @CiscoNews • Reputation management Real Handle © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
- 41. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
- 42. Dee: hi David! Click-to-Chat [Customer]: Hello Dee, I see you already know who I am. Dee: Yes. And I Apologize for the late response. We've learned that you have an interest in getting a switch. How can we help you further on this? [Customer]: Networking isn't my forte- I know just enough to be dangerous. I've got three switches at least in my environment already and I'm adding another. […full transcript omitted…] Dee: Since you are not experiencing problems as of the moment, I think the SG200 would be suitable for you. This switch will create a new group outside of your current setup [Customer]: Yeah, we'll likely just order it form Newegg. [Customer]: Thanks for your help Dee. Exit Feedback: Excellent Rating! © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
- 43. critic webex P2 support webex P1 buzz webex P3 Social Hub Rules & Conditions IF THEN If “critic” Send to Webex PR And “webex” And “P2” Recommend follow up within 48 hours Trigger Actions buzz webex P3 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
- 44. Crisis Marketing Product Support Management Research Product Pre-Sales Resolve Issues Issues and Answer Safety Issue Support Questions Product Quality Igniting Fans Issues Gather Info for Critical Support Website Errors or Content Generation Product Development Issues Problems Thought Provide Product Leadership / Trusted Advisor Updates Promote Cisco Highly Negative Support Post / Mentions of Reputation Identify Gaps in Community Lawsuit Management Product Portfolio High Medium Low © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
- 45. 3 Engage with Audience A. Identify existing social media accounts to leverage B. Outline communication activities and flow C. Involve team members and executives © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
- 46. Outline possible response scenarios and messaging • Identify the type of responses that require replies • Identify escalation plans Login to Follow-up; Engagement Repeat flow as Console needed YES YES Include Appro- Requires Engage Level: 1) Review “My comments in priate to Engage* follow- Commented, Awa Tasks” in order Engage? the Notes up? iting Reply of priority AND Section 2) SME NO Listening Stack NO YES Reassign; Custome YES Assign to Engage Level: Engage Level: r someone Resolved, no recommended confirms else? follow-up further action resolve? NO NO Engage Level: Engage Level: Reviewed, closed, no Commented, cl engagement required osed *Engage means that you will respond Response may be posted through EC, sprinklr, etc. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
- 47. • Take time to learn about the audience care-abouts and needs • Get away for “marketing-ease” to have more of a human tone • Provide interesting content • Use creative ways to present it in each channel • Make content delivery fun and easily shared with others • Integrate content between channels to create a journey • Identify participants that are more active and verbal within the stream • Partner with other teams, brands, leaders, and third-parties to increase reach © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
- 48. • Include links • Include hashtags • Include keywords • Shorten URLs • Recognize and reward followers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
- 49. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
- 50. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 50
- 51. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 51
- 52. 4 Monitor & Measure A. Determine what to monitor B. Confirm metrics © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52
- 53. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 53
- 54. • Create realistic metric objectives, mapping back to overall goals • Monitor throughout efforts • Gather reporting • Analyze data • Yield insights and amend plan as needed • Implement updated strategies and repeat process © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 54
- 55. Customer Support Brand Recognition • Support cost reductions • Sentiment by volume of posts and impressions • Onsite support reductions • Number of positive comments generated • Increase resolutions rates • Number of positive reviews generated • Improved customer satisfaction • Number of brand “value add” mentions • Support generated leads • Reputation crises resolution time Activity Specific Product Innovation • Number of interactions • Number of new product ideas • Amount of additional press/analyst • Number of new product ideas built coverage • R&D time saved • Percentage of sentiment • Traditional research cost savings • Number of click-thrus from social channels to central hub • Percentage increase of awareness • Number of new followers/fans • Share of voice versus competitors • Conversions © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 55
- 56. • Review and understand company’s social media policy • “Listen” twice as much as you post • Understand the purpose of social media before jumping in • Establish goals and objectives before using social media • Create a mix of content types • Create 2-way dialogues rather than broadcasting messages • Nurture social media channels • Gather metrics to create benchmarks moving forward • Use social media to augment other communication channel efforts • Drive social media efforts back to centralized or integrated separate hubs • Include social sharing links in all communication efforts © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56
- 57. Thank you.
Notes de l'éditeur
- Welcome to the Social Media Marketing Course: Creating and Executing an Integrated Social Media Marketing Plan.
- 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
- Chris Brogan is one of the greatest social media illuminatiout there today and he’s done a lot of work around the principle of best practices involving social media. What he came up with was a very interesting idea of how we interact. This is really the ecosystem he’s created and this will vacillate as we keep moving forward. Some of these things we see here are going to shift from one ring to another. To explain what this is: First, the Home Base area. That’s the website page that we use to bring people to our central hubs for information, interactions, news, and all of those things. The second ring, or outpost, is the idea of places we interact with others. Places like Facebook, Linkedin, Twitter and some of these others. It’s important for us to have these connections with our audiences and back to the brand and so forth. In this third ring, called Passports, this might be an area where you have a profile, but you’re not necessarily interacting there. One could argue that technically you could be interacting in places like Flickr or Blogs, but for the most part the places we interact are really in the second ring with the outposts. So something to keep in mind is that there are different layers of engagement. Each can be used differently.
- Here’s another graphic to show the breadth and depth of social media. There are so many different types of tools and channels out there and they are emerging every day. This gives you an idea of how the shift is exploding based on the idea of communication out to all of the different areas. This list is just a few of all the types of things that are out there in the social sphere.
- So we’ve laid out the land of the trends and we’ve figured out that the trend of social media is pretty important for our businesses as we move forward. Now, how do we actually get started and make it work for our businesses and our customers?
- Let’s take a look at that. We’re going to go through four steps within this course. We’ll start out with listening and really understanding who our audiences are.Then we’re going to take a look at what type of strategies and content we can create. We are also going to engage with our audiences. We’ll figure out how we do that and how it’s meaningful to them. At the end of the day, that’s the most important focus we need to have. Lastly, and very importantly, we need to understand how to monitor and measure so we know what to enhance and what is working well as we move forward.
- Let’s start with the first one – Creating a listening strategy.
- Let’s focus in on our listening strategy that we’ve created:Number one, we need to start with listening before we do anything else. And listening, for those that may not be familiar in the social media world, really gives the idea that we are going to enter into a social stream; watching on the sidelines what the key words are, what’s being said about a particular brand or topic, and really understanding what motivates that audience. Once we figure that out we really know how to get involved in the conversation. As a quick example, of how important listening is – if you walk up to a conversation that’s already taking place, you have no idea what the conversation is about. If you jump right in with your own comments, you’re considered rude, right? You’re just jumping in with your own thing and not really paying attention to what’s important in the conversation already going on. So, it’s important to walk into the conversation, listen to what’s going on and then as you grow to understand what’s going on, you can participate and it will be much more meaningful to the others that are in that conversation. Same exact thing with social media. Don’t just jump in first, understand what’s going on. Let’s take a look at the audience. The audience drives everything for us when it comes to social media. We want to understand what their motivations are and then we can cater content and messaging to them and hopefully bring them along for the ride so that they will start to become word-of-mouth influencers with their own following. That’s really how that exchange can occur which is pretty unique to social media versus other types of marketing channels. So take a look at what that audience is. Once we figure that out we can start to join some of the streams that are going on, either on Twitter, Linkedin groups, Blogs, or things like that and really start to understand what they’re saying already about a particular keyword or a brand. We also want to check out way over on the other side of the fence, find out what our peers are doing and what our competitors are doing, and understand if there’s already a conversation taking place, how can we contribute to it, or what new angle we can bring into the scope that isn’t already there. Identify the audienceWho are they and what are their profiles? Do they use social media, where, and how?Join the social streams, listening to key conversationsSelect keywords to focus “listening”Identify topics, competitors, customers, or industry peers to “listen” toUnderstand conversations around brands, solutions, and customer supportResearch how peers are using social media channelsObserve they communication style and how the audience reactsTake note of different ways they are using social mediaUnderstand audience needsWhat are their needs?What motivates them to participate?
- The first thing we need to take a look at is to understand that listening can help us in so many key areas of our business. It can be creating new things that we can address with our audience if that’s the most important area that they are interested in that maybe they’re not focusing in on. It might also be a way for us to not only find new followers, but how to we create a synergy between ourselves and the audience, where those fans now start to become true advocates for the brand, the senders of the brand. There’s a whole spectrum there of how that can happen. We also want to understand what key issues we may be facing and how to remedy those as quickly as possible. We want to manage our crises. We want to get more information out about our product and also have an opportunity to create leads or generate some type of interest that then be used for the field. We also want to understand better through a listening program what our message is doing out there. Is it resonating with the audience, or perhaps maybe it’s off point and we need to re-tweak that? We want to find out if there are any influencers out there – there could be bloggers, members of the press, there could be customers that would speak on our behalf, or others that could be influential to your business. Then we want to understand what our competitors are doing. It’s really important in the multi-media world that we are always on point with competitors because that landscape can change so quickly. And then, lastly, there are industry trends that perhaps we are going to learn about over a social network before we hear about it any other place. We want to make sure we are staying on top of what’s important to these different companies out there and maybe or peers as well. Gain insights that can impact your business and help shape your social strategy, and uncover potential threats, legal issues, negative conversations or press.
- 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). It’s important to understand that listening is a team effort. It can be a daunting task to try to keep up with all the social media conversations that are taking place, all the keywords you may want to monitor. Try to divide it up whenever you can into different segments as you see here. From marketing to crisis management to your support team, you may also want to include your product subject matter experts. Make sure that your project management team is always involved in the process. By splitting it out this way you can be more effective in answering questions more quickly, and to keeping those customers or followers much happier.
- Here are just some examples of the way that people participate in social media. The left-hand side of this chart shows some examples of how they’re participating and on the right-hand side is a list of the labels that are commonly used within the social practitioner community. There are some that weigh a little bit more than others. So, if its a creator, a critic, a collector, and another one that’s not on here but is called a connector, we definitely want to work with them to see if maybe they can become influencers for us maybe advocates down the road. But if they are inactive or just a joiner or spectator or not doing as much, we may not put as much focus, efforts and content towards them. We will keep them informed and when they are ready to participate, fantastic! But our main strategy is to interact with those top three categories.
- It’s really about understanding those keywords and trends. You can see some of these different types of things that we might monitor, and we will get into measurement later in this session. To illustrate the idea about keywords and trends, let’s say that Cisco wants to learn more about what people are saying around collaboration. That could be a keyword that they could use. Now, collaboration might be a poor choice as it is so broad. It might be tele-presence, or Webex, or it might be an emerging technology. The idea is that by creating these keywords we can use different monitoring tools to listen in. We’re going to start to understand much more quickly than ever before what’s being said and what may we need to do to get out there and course correct, or broaden even more if it’s really good feedback. So pick some key words. You also may also want to start monitoring your executives and how they are being perceived and what their reputation is out in the social sphere. And, as we talked about before, it’s really understanding what the competition or peers are doing. It’s also important to monitor some key customers along the way, because they may be doing some really great things around social media, and also because they may be doing some talking on your behalf or against your behalf. You want to understand that right away so that you can either turn that relationship around, or we start to cultivate them from one level of the spectrum of advocate, to the defend stage where they can do a lot on behalf of the brand as well.
- Let’s focus in on a couple ways that we can listen. This is for marketing. It’s interesting to see how quickly we can turn something around in social media where as before it would be get on a call, get your AE involved, maybe get your executives involved, however bad the situation is. So really understand what the problem is, acknowledge that something happened and go from there. Small BusinessTeam really has done a great job of continuously listening and they engage very, very quickly.
- Let’s look now at service and support.Cisco has a pretty robust support community that they use. But by implementing social media in 2010, they saved $60 million with their support strategy that year by using social media with the combination of a couple things. It just shows you how important it can be even if you’re not necessarily making revenues because maybe that’s not easily generated through social media, but you definitely saved money this way. This was done by creating a very robust overall online community that was used and was being regularly monitored. By being subject matter experts in that community, by leveraging Facebook, Twitter, Blogs, all these other types of channels in conjunction with the community, they were able to monitor and assess a lot of situations going on very quickly, remedy those situations. The affect of that was not only closing some really top priority types of cases, but the resolution time was much shorter, and they needed less bandwidth in order to do this. The customers were able to use word-of-mouth to spread the word that Cisco’s customer service was getting better. It’s something to keep in mind that even if you can’t make money with the particular products you are selling, you don’t just sell them through social media, but you still create other ways that are very cost affective and that the executives will gravitate toward.
- Listen for product feedback. Similar to the idea of the support team, this is a great way to start crowd sourcing with our audience because they feel like they’re a part of creating new innovative ideas and they’re starting to give feedback that we can enhance products that already exist as well.
- Listen for Crisis management. Crisis management is one of the most important parts that must be in place before any social media strategy is put together. Without it you’ll end up like one of those oil company disasters. You really want to understand what your employees are doing, but more importantly, have a plan in place with a press team or whomever your team will be, ready to go in case something happens. Here’s an example: The situation was the Hudson River plane landing. Everybody got out alive, but unfortunately, the plane went down in the Hudson River. That same day Cisco launched a commercial campaign that included an executive showing he felt more secure because of the privacy and all of the other things that Cisco provides in their solutions. This particular executive is wearing a life vest from an airplane. It came out literally the same morning. Of course, Cisco had no idea that a plane was going to go down in the Hudson. So, thank goodness there was a crisis team and a crisis plan already in place in case anything were to happen as backlash to the commercial. When they saw the plane go down in the Hudson, right away they put out a retraction, they put out things into the social stream so that the press would catch onto it very quickly, and turn it around into a positive thing so it didn’t look like Cisco was callous and could care less that there was a plane landing in the Hudson River. In any case, Cisco did get a lot of great feedback from that and it turned out just fine. But if we hadn’t had that in place it would have taken so long to propagate the right things because the trolls are ready to go with their negative feedback.
- We’ve figured out how to start with our listening plan. Now, let’s go into creating that strategy.
- This is a quote from an another industry illuminari around social media, Jeremiah Owyang. Our infrastructure has to be in place in order for us to be successful in social media. This is really true: if we don’t have that set up we are going to fail because we really don’t understand what we’re doing.
- First, get that team in place. Who’s going to be a part of it? It’s really important to understand what the overall business strategy goals are. This goes back to the integration we were talking about earlier, making sure what the overall effort is going to be and then from there, what types of communication efforts are going to be used to meet those goals. Then it’s a matter of figuring out what our social media specifics are going to be and how that maps back to the overall goal. Once we understand that and what our specific goals will be for social media, then we can figure out what kind of content is going to be suited for which channel. Not every piece of content is perfect for social media and not every piece of content should be in a traditional format. There are way that we can convert existing pieces of content into social media ready pieces. So figure out what those overall goals are and then how that content can be repurposed and where there might be gaps to create new content. Then you can look for ways that you can have your audience actually participate in creating that content with you which invests them in it and takes the burden off of you as well. The last thing is that before starting any social media plan, know what your bandwidth is, and if you don’t have enough bandwidth, don’t feel that you have to get involved in social media. It’s better to wait until you have everything in place. Or if you have enough bandwidth, but not enough to be in every channel, plan to start small and grow over time. Be sure that you are ready to monitor and listen, because that can make the difference in the success of your program. Outline how social media fits into the overall effortWhat does the overall plan include and what are the goals? How does social media support the overall business objective? What other communication channels will be used?Determine the type of content that will be usedWhat content do you have and how can it be repurposed for social media?What will the content include? Video? Collateral? Case studies?Look for ways to use content differently than traditional formatsConfirm team participants and budgetWill there be dedicated resources for social media or will this be a shared role?Who will generate the content, implement it, and monitor it? Will SMEs be leveraged?Will there be budget allocations for social media piloting, advertising, or activities?How will crisis situations be managed and what is the internal workflow?
- We talked about team work just to give acraftablerepresentation. We have to have all of those pieces we talked about earlier, those funnel into the social channels and that actually cycles back through on different things that will come back from that audience. It will circle back from the team and keep it going and that’s actually a great way to take the burden off of us to come up with all of the ideas. Get the audience involved. They want to be, so give them the recognition.DJ NOTE: not sure about ‘craftable’. It was difficult to understand and I’m not getting what the word should be from the context.
- Here’s another life chart. The idea is that content actually has quite a life span. You can use it in so many different ways and the team sometimes thinks that “it’s just an email blast and that’s it, it can’t be referenced for anything else”, but actually it can be. So, on the left-hand side is content, it might be a white paper, it might be a news letter, it might be a web banner. It can either be placed on-line or off-line. On-line meaning that we can have it on a social channel, a website, etc. Off-line means like today, we are sharing a presentation. It might be more in a live setting. It doesn’t mean they are exclusive to one or the other, you can use them interchangeably. What ends up happening is that we share it with our own social sphere – our direct followers. But with social media, we don’t have control over that content once it goes out. It not only goes out to our followers, it goes out to our followers’ followers, exponentially. So when we are creating content it is important to figure out who the target audience is. If we want to propagate all through the social sphere, then fantastic, there are ways to do that. Make it viral, all those things. If it’s catered to a specific audience maybe we don’t need social media for that. Maybe we will use it in a different way.
- There are ways that we can use existing content. We always recommend that you use existing content first and then see where the gaps are. Why reinvent the wheel if you don’t have to. For example: Do live presentations, as we’ve always done for millions of years. We can also add new social media elements to it, such as adding live Tweeting. That is bridging the gap between those in the room and those on-line. We start to have more interactions together. We could crowd source as well. Let’s say our CEO has a keynote presentation and she wants to find out what the audience is thinking of her presentation as it’s happening. She could have someone on site, as she is presenting, Tweet out their questions and start to get responses. We have done this in the past and it’s very, very effective and it keeps participants engaged. They are not just being talked to, they are a part of it. We can do other things with live presentations, with U-stringfor example, it’s a very cool tool and it’s opening up all new doors. At Cisco Live there may be cases where a keynote speaker will then get on the web and do a fifteen minute question and answer with the virtual audience using a hashtagkeyword on Twitter, with the pound sign, and they are going to have their own conversation. Now you have direct access for the next fifteen minutes or hour with that executive and it didn’t cost any money to do it.
- Let’s talk a little bit about content types:These are the five main buckets. There are more things that will flow from these but we will into that with greater detail later. What you see here are the two-way dialogues which are the on-going types of things. There’s awareness or news or announcements, activity content, we just talked a little bit about that. Crisis management which you’ve already seen an example of, and then service and support.
- The key take-away here is that we want to keep the conversations going as much as we can. So however you phrase, whatever content it is you put out there, try to do it in a way that will elicit feedback just like you would in a conversation. If someone just talked to you the whole time and then gave you just a statement and never asked you if you like what was being said or how you are doing, you would probably fall asleep. You’d probably want to share you insights. Same thing happens in social media as well. Let’s not just broadcast to them, let’s get them excited and interested. Maybe they are going to teach us something for a change. We can do that in a variety of ways and you can see that here. Polling is a great one. You can have a Tweet chat once a month. You’re getting them in front of the subject matter or executive all through Twitter. It’s very public and they get to ask their own questions. It’s easy to put together for free or tap into Cisco. We are starting to do this all the time. Cisco Live does these once a month now. The collaboration team and the DU[??] center team have their own durations that they do as well.
- Awareness Content might be the most boring one, in a sense. A lot of content is put out in a broadcast format, like we do when we send out an email. It’s a statement; ‘Here is the new thing that happened’, ‘Go to this link’. But we have an opportunity with social media to make sharing news more interactive. You might want to pose it in this way, “Hey, do you know what we just announced today? Why don’t you take this poll to find out and win a prize”. We can do it in many different ways that really gets that two-way conversation going and not just think of it just as a broadcast channel. We have enough of those already.
- We want to acknowledge any time there is a mistake or when we received feedback. Even if we don’t like the feedback at least we can acknowledge it. This makes them feel important and maybe over time the type of feedback they will give will be more meaningful.
- Are you familiar with the traditional “birds of a feather” at conferences, where they collect you at a table based on a topic and then you chat about it and then move to another table? The idea of Tweeting is that we are all on Twitter, we are at that table live, but we are also engaged with our followers that are on line. Many of the people on-line will start to chime in to the conversation that is happening in the room and it adds a lot more flavor than it would than if you were just listening to the same five people for an hour. So, it’ something to try out. They can be casual or very formal. Casually could be - at a bar, practitioners will say, “I’m going to this bar afterwards and we’re going to talk about XYZ, come on by if you can”. Or it could be very formal with a registration process. The collaboration team has tried this in the past to get their main bloggers and other to participate.
- Here is an example of Crisis Management Content.Around the time of the Cisco’s earnings report, someone decided to come up with a fake Cisco news Twitter handle. They were probably getting a lot of inaccurate and blasphemous news on this. By listening, we knew what was going on and we were able to work with Twitter to shut them down. Thank goodness we had a crisis plan in place. It took 24 or 48 hours to do. It was something we had to go correct. That’s a pretty big crisis. When you have a lot of controversy already going out in the press and there’s a lot of information that is negative, sometimes it is just a troll and doesn’t really mean anything. So just be sure that you have that crisis plan in place so you can shut this down quickly.
- We’ve figured out a strategy. We’ve figured out what content works for us. Now let’s look at how to engage with our audience and actually do something with our efforts.
- 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.
- You can see here that there are different ways that we can engage with our audience through these different channels and we can be effective with it.
- The main idea here is that we want to see who the audience is and figure out what existing channels we already have and never try to create something new if you don’t have to because the followings on an existing channel are already robust. They are already engaged, they want to hear from you and it so much easier to partner up with someone and just get it out there. And it will lead to more people who want to follow you as well. We also want to make sure that the communications that we put out there are in a regular cadence and it’s something that really resonates with the audience. We want to make sure of their personal interest level, not just our own personal agenda. Social media is one of these channels that must be transparent. You should have a human voice. If you’re just a brand you’ll end up being sort of a bot.In terms of involving the team members and executives it really shouldn’t be just a silo, it should really be a team effort. So anytime you can get an executive to participate, like in the earlier examples where a keynote speaker may get on-line afterwards and interact with the audience or you may have a subject matter expert that gets into a Linkedin group and starts to have conversations with an audience. These are key ways that we can start to leverage our team mates. Identify existing social media accounts to leverage Avoid creating new accounts that may only be active for a short timeUse channels where there is already an established followingStart slowly, build in more channels over timeOutline communication activities and flowUse content for social media channel communications and call-to-actionsCreate 2-way dialogue opportunities through social mediaIncorporate different styles and activities to engage audiences through social mediaBe relevant and transparent to audienceNurture social media feeds regularlyInvolve team members and executivesAssess their comfort level with socialExpose them to different types of opportunities to decide what works for themEncourage them to experiment in areas they are most comfortable using
- We want to create content that resonates. Audience is the most important part. If we put something out there that only suits our own purpose, they are going to tune us out and they might tell other people to tune us out, which would actually work backwards for us. So, always put out stuff that is interesting to them. I think it’s also important to be creative and out-of-the-box in the way we present it. One example is Old Spice guy, the Youtube video out about two years ago, this was the most inventive thing they could have done. It’s Old Spice, how interesting could that be. But they made it so interesting. People who don’t even use Old Spice were watching those videos to see what they came up with next. It’s how can we do things differently to create entertainment, going to create a little buzz. Their sales did go up. Cisco did a spoof that same week about the Old Spice guy. It didn’t go as well as the Old Spice guy, but it was still pretty cool. Think about ways that we can make that content work.
- Here’s some examples of ways we can leverage what we are doing to make it easier on our audience to be able to share with others. We want to make sure everything is very concise. Take the way Starbuck’s does their social media. They’re a great company to follow if you really want to get out there and engage with customers. They do an excellent job of that. They keep the audience as the main focus and never lose sight of it. They keep it concise, get to the point, they love visuals, pictures. That’s what we want. This is an example of using hashtags. Be sure that in a tweet you use hashtags, but on Youtube, Blogs, Facebook and others, we want good keywords that are going to be helping us be more searchable. For example, if you posting something on Pinterest, say that Chris Brogen chart we saw earlier and you use the keyword Chris Brogen. Now if you search Chris Brogen, you are the number five Google search because of your Pinterest post. It’s just the idea that you used a keyword that resonated and is high on the Google scale. It’s things like that, and it didn’t cost any money to do it. Another thing that we want to be sure we keep in mind are shortened URL’s. Make sure you are using a tracking tool for it, such as Bitly. Cisco now has their own shortener generator, CSCO, just like our NASDAQ stock name. It’s important to use something like a Bitly, number one because shorter is better for something like Twitter or Facebook, but also because it is a trusted URL shortener. It does have tracking analytics so you can find out how many clicks you are getting. And it is free to sign up as well.
- Social-Sharing Links are a hot thing in social media right now, and are going to be even more important with the progression or the growth of Pinterest. The idea is that we want to make it as easy as possible for our audiences to share with their own audiences and really get that word-of-mouth going. So any type of marketing tool or communication that you are putting together, make sure that you have the link to your socialchannels already imbedded into your website. Every page should have one. Even your email blasts. You can put it in the footer or somewhere easy to find. Newsletters can be the same way, as well as printed materials. Either have a link to something, or have you seen those QR codes? Now that’s leveraging mobile, printed and social media all together. It’s a very high tech way to do it at a very low cost. And it’s free to create one of those QR codes.
- Let’s look at monitoring, our last section.
- The take away here is that we want to be able to measure qualitative and quantitative metrics. We can do that in social media. I know there is a myth out there that we can’t measure anything in social media, but actually we can. And if we integrate that back into the rest of the organization, particularly the field, we can start to see how a customer is progressing through the pipeline. Not to say that social media is the main driver of creating sales all of the time, but it is a key way to start moving them in that conversation. If they feel more comfortable, they are more involved, they are learning more about the product and they have an invested interest, yes, they are probably going to start moving across. So we’re going to start looking at all different types of tracking as we move forward and you can start to see this qualitative and quantitative at the same time. Determine what to monitorOutline keywords to keep track of throughout effortsFocus on audience interactions and responses coming from channelsObserve how peers and competitors are interacting through social channelsSee how call-to-actions are performing through social channelsNote the overall program efforts sentiment and how it is receivedConfirm metricsGoing back to the objectives, what statistics and feedback are important?What was the sentiment of the audience around the topic?Are there benchmarks from similar efforts or is it brand new?How did the social media efforts reach? Was it global?Did influencers or more avid participants emerge from these efforts?Was there more “media buzz” based on these efforts?
- This is another great graphic from the Altimeter group where JeremiahOwyang works and a few other key illuminaires. It’s the idea for measurement, and we can measure a lot of different things. These are some of the main categories – Brand healthMarketing optimizationRevenue generationOperational efficiency Customer experienceInnovation For the purposes of today’s conversation, we’re going to narrow it down to four – these are some of the things to keep in mind that we can actually measure.
- Along those lines, this is a measurement workflow that we can use and actually most companies are monitoring social media, and creating measurement due you. So, first we are starting with analyzing and really understanding what’s going on in the marketplace. As we keep going down this journey, we are starting to gain insights that we are learning from our listening efforts and our engagement with our audience. Maybe we are course correcting something or expanding something out where it is working well. Then we are getting into the whole reporting mix and that circle. It all works together but your measurement strategy should be in place before you get started so you know how that maps back to your overall goals and you’re not just measuring for the sake of measuring.
- Here are some examples of the way that you can measure in key areas. There are more than this but these are just some of the ones we take a look at internally. If ever you have a chance, we have something called the Cisco Listening Center. It’s a cool set of plasma screens that, in real time, show heat maps from around the world where conversations around the world are taking place, who is participating, what kind of conversations are taking place. It is a very robust listening center - you can see at any given time what is going on. It really helps our own social media people.
- So really understanding – what is our strategy, who is our audience, what is already being said about us out there, how do we get involved. These are the key ways to get started in social media. Start out slow, get your feet wet and then go from there. If you are getting an executive involved, coaching can help. Hold their hand until they feel comfortable and then they will move forward with it. Make sure that we make it very easy for our audience to engage with us, but also to share with their own audience. That is how we get a larger reach from our social media efforts.