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Aberdeen – “B2B Social Media Marketing: Are we there yet?” http://www.aberdeen.com/Aberdeen-Library/7635/RA-social-media-marketing.aspx - 3/1/2012
FY12 final snapshot
Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
We recognize that we must actively listento the discussions and opinions of our customers and competitors.We want to know what they say about Cisco, our competitors and the industry.With what we learn, we can then engagein meaningful conversations with them to inform and strengthen our relationships with them.
Was able to turn a negative post around into positive…
Talk here about sales opportunities as well…
1. Integration (CDC & social examples)2. Content (brand infographic examples)3. Conversations (Twitter example)4. Engagement triggers (Social Rewards, Collab example with “next steps” rolling thunder)
Objective: use the viral impact of a Cisco YouTube video to initiate 2-way engagements with potential customers in a unique way and thereafter drive purchase for the ASR 9000Video is highly effective asset in breaking away from traditional marketing processes to increase 2-way dynamic between Cisco and customersHere, social media was used to drive sales metric vs. just being an awareness platformChallenges, games, and contests are innovative and fun ways to engage customersAwards:Winner Best Use of Viral Video – B2B Magazine, 2011Winner People's Choice Award – B2B Magazine, 2011Process: offer users a live demo to experience the functionality of the ASR 9000 themselves by creating a teaser video that would drive users to arrange for an interactive demo experience with the Cisco account teamTeaser video was used as a marketing effort that challenged users to use a remote controlled arm (“Robot Arm”) to pull out the route switch processor card from the ASR 9000 and try to disrupt the streaming video Interested users sent to website to sign up and then be contacted by Cisco team member who gave users the demo (designed so that ASR 9000 would always beat the “Robot Arm” being controlled by the users) Result: this demo served as a catalyst to begin in-depth technical conversations that eventually influenced over $80M in ASR 9000 sales (as of July 2011)Video wasn’t viral in terms of getting many views, but it had “viral impact” by hitting specific target audience of SPs to increase purchasesVideo won “Best Use of Viral Video” and “People’s Choice Award” in B2B MagazineResources:“Cisco ASR 9000 Test Drive (Robot Arm) Deep Dive” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-84118439.pptx“Cisco ASR 9000 ‘Robot Arm’ Test Drive and iPv6” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=49702713&name=DLFE-72818444.pptx“Mini Case on Lead and Revenue Generation in Social Media” PPT: http://iwe.cisco.com/c/document_library/get_file?p_l_id=44603863&groupId=44603854&folderId=121107003&name=DLFE-82318404.pptx“Cisco ASR 9000 ‘Robot Arm’ and iPv6” presentation WebEx Replay Link: https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=MC&rID=52304797&rKey=d71c694354515eb7 (56min) “Cisco ASR 9000” blog post: http://blogs.cisco.com/tag/asr-9000/page/4/“Cisco Viral Video Campaign Drums Up $80M in Sales Opportunities” blog post: http://blogs.cisco.com/socialmedia/cisco-viral-video-campaign-drums-up-80m-in-sales-opportunities/
For B2B Marketers, organization biggest obstacles are usually
complexity and fear of failure. Company need to be willing to
fail, and the cultures of most organizations don’t authentically
support failure as part of risk-taking.
The digital marketing world with social media, big data and
mobile has created a more complex environment for marketers
and their approach in attracting, engaging and converting
prospects to customers. What are some of the B2B marketing
strategies you’ve had the most success with in 2012?
When the environment becomes more complex, the best
strategy is to be more simple. Find interesting stories to tell –
look to your customers or challenges in your industry. Don’t
worry so much about talking about your products. Build an
audience first with compelling stories.
Developing a solid B2B marketing plan takes research, and
understanding of the customer goals, pain points and journey.
What are some of the most common myths or mistakes you’ve
seen with B2B marketing planning?
While it’s helpful to read about industry trends, it can’t replace
ground truth. Make sure to visit often with the sales team and
your customers to understand what type of content is most
relevant and valuable.
With all the hype in the business marketing media, it’s tempting
for companies to chase trending B2B marketing tactics like
social media and content marketing. How do you decide what
the right B2B marketing tactical mix is for your business?
Speaking in person with the intended audience. Be sure to talk
to prospective customers who are not reading your blogs, etc.
and find out what they are reading, and why your content isn’t
connecting with them. Then experiment. Trial and error is key to
determining the best tactical mix.
There are plenty of shiny objects to distract modern B2B
marketers, how do you stay focused on what works? What do
you do to stay on top of trends without wasting time and
Discern which shiny object is worth pursuit,
and aligns with your key priorities. One goal
that our team focused on was the BtoB
Magazine awards because we felt it was a
respected measure of success. As long as you
start goals first and let them be the guide for
your activities, chasing one or two shiny
objects can help your team receive recognition
and budget. Then, they are no longer a
distraction, but serve your purpose.
• CISCO is in the business of networking equipment.
• Derived from San Francisco, the city from where it originated.
• One of the first companies to sell commercially successful
routers supporting multiple network protocols.
• One of it’s products “Cisco 2500” managed to stay in business
for than 2 decades.
• By March 2000, it became one of the most valuable companies
of the world having a market cap of more than $500 billion.
• By late 2004, the company started moving to high end
hardware and software architecture.
• India is one of the company’s largest overseas market and
• One of the first companies to develop Ethernet.
Key customers of Cisco
• Corporate - Ford India, Dr. Reddy's Laboratories, Tata Group, Mahindra & Mahindra, Larsen
& Toubro, Gas Authority of India, Indian Oil Corporation, Le Royal Meridien, Taj Group of
Hotels and Hindustan Lever
• Service Providers - Tata, Reliance, Bharti, VSNL, BSNL, MTNL, SIFY and IDEA Cellular
• Banking and Financial Services - HDFC Bank, State Bank of India, Punjab National Bank,
United India Insurance Corporation, New India Assurance, National Insurance Corporation,
Life Insurance Corporation, Bank of Baroda, Bank of India, IDBI Bank, ICICI, IDRBT, Vysya
Bank and Yes Bank.
• Government - State Governments of Gujarat, West Bengal and Andhra Pradesh, Lok Sabha
(Parliament) Library, Supreme Court, National Highway Authority, CDAC and APDRP
(Accelerated Power Development and Reform Programme)
• IT Services - Infosys, Wipro, Digital GlobalSoft, IBM, Adobe, Intel, Cognizant Technologies,
Tata Consultancy Services, Texas Instruments, Tesco, Unisys, US Technologies, Mahindra,
First India Insurance, Symphony Technology, Thomson Reuters and HCL
• Currently, Cisco serves customers in three target markets: enterprise, service
providers, and commercial sector.
• Cisco not only makes hardware that allows B2B to work (routers, switches, and
the like) but also serves as a model of how companies can best exploit the
• Cisco customers can visit its web site to check out product specs and make their
• The information is then routed on the Internet through Cisco to its suppliers. A
full 65 percent of the orders move directly from the supplier to the customer.
Cisco never touches them.
• The products are built only after they are ordered, so little, if any, inventory is
kept in warehouses.
• Cisco handles business-to-business electronic commerce by
providing applications for their consumers. Their applications
"allow companies to sell products and services and manage
customer and partner relationships over the Internet"
(Cisco, 2001a, Solutions).
• Involves in the process of EDI (Electronic Data
Interchange), cuts down intermediaries thus maximising
• CISCO acts as a Supplier and a customer in their relationship
with Spirent communications.
• In 2000, Cisco teamed up with GTE, Whirlpool, and Sun
Microsystems to develop the "home gateway", a device that
will tie together PC's in a network.
• They define their target markets as companies with a need of
data network of their own as well as connectivity to the
B2B vs B2C Branding
Aimed at intermediate value provider
Aimed at the end-user
Two way relationship
Transaction or one-way relationship
Small number of customers
Large number of customers
Buyers reached through specialized media
Buyers reached through mass media
Multi-step buying cycles
Short sales cycles
Relatively complex product offering
Relatively simple product offering
Never on impulse
Purchase can be on impulse
Marketing about educating
Marketing about convincing
How People Have thought of Cisco
The Internet Router Networking IT
How Cisco has thought of Cisco
Changing the Way we work, live, Play and
Cisco= Bringing people together
It is not just about being
Problems in B2B branding
Lack of academic research
Perception of branding by B2B buyers
Impracticality of B2B Branding
Buyers are profit motivated and budget constrained unlike B2C
Brand building process is complex
Recent Trends in B2B Marketing
Nature of Business buyers on the basis of
1. Highly Tangible Buyers:
• Perceived price and product information
– most important
• Perceive themselves as more
• Focus on relationship and hence more
likely to rank their suppliers
2. Branding Receptive Buyers:
• Branding elements – most important
Highly Tangible buyers
Low Interest group
3. Low interest Groups:
• None of the attributes are important
Expand lead generation activity through social media
Define / focus corporate social media efforts
Develop clear business processes to utilize social media
Support customer service with a social platform
Capture insights into market sentiment regarding products
Cisco.com in Q1
Leverage listening to
understand your social
Study your competition
Make data-driven decisions
Automate processes &
Integrate social into the
Benchmark and track
relationships to create loyalty
Lead with compelling content
Use loyalty as the foundation
to drive advocacy
Provide triggers to continue
Global Strategy, Consulting & Training
Governance | Training & Certification | Strategy & Consultation | Social Ambassadors
Crisis / Risk
1) WW Technical Services Discovers Two P1 Issues and BU
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus products through
various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
3) Tandberg Addresses Customer Concerns Over Acquisition and
• Customers publicly voice their concerns about the acquisition on Tandberg’s
• Tandberg team actively monitoring and responds via their Facebook wall and
contacts appropriate sales rep to let them know the customer needs more
• Team calm fears and avoids any further public escalation of concerns on
• The loudest customer has since removed his negative comments from the
2) Small Business Uncovers Product Issue and Restores Faith of
• Cisco Partner expresses lack of faith in UC560.
• SMB actively listening, reach out and uncover product issue.
• Product team react quickly, faulty units sent directly to engineers for examination in
order to prevent repeat issues.
• Partner appreciates prompt response and resolution.
4) Cisco Data Center Enters a New Market with Unified Computing
• First step to entering new terrain is listening and learning to what’s being said in
• Active listening and strong feedback loops ensure Cisco’s language accurately
reflects the external realities of customer conversations.
• Earns legitimacy by coauthoring content with established thought leaders inside
• DC team amplifies customer enthusiasts and preempts detractors to improve
receptivity to their insights.
Monitor global conversations and
Identify trending topics or
Monitor influencers and
sentiment of their posts
Monitor sentiment and spikes
or viral stories
Monitor shifts in share of voice and
product focused activity
EBC Social Media Listening Center
SocialMiner: Monitor event
attendees, engage, and performance of
social media staff
• Cisco teams respond to
tweets where we can offer
help or that might be a
• An Executive at a NY
company tweeted that
they were having trouble
with their TelePresence.
• Someone from Cisco
(within an hour)
Cisco you suck - I have to register & then click bloody
download and accept about a thousand times just to
get updated firmware. #wtf #fail
@henaredegan sorry to hear about the downloads
issues. We created a page for easier firmware
downloads, hope this helps! http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the “Download and Accept
License” all in one click – good stuff
“Worklife Cloud” is a customized
“Economics in the Cloud” is an Infographic
The Multiple Devices reveal event is the first-
visualization of everyday CIO/CTO cloud
aligned with the IBSG “World of Many
ever pinned video on the brand Twitter page
Clouds” POV launch
• With additional amplification
planned, expected traffic to increase 4X
• Top traffic sources include the Cisco Germany
• Average time on page: 9 minutes
• Top traffic sources:
Facebook, Weibo.com, Twitter, and
• Top traffic countries: US, China and Mexico
blog and the Cisco LATAM blog
• Top countries include Brazil, UK, India and
Germany, all part of the G6
• Number of views significantly surpassing nonsocially activated videos
• Generated 270 likes and nearly 50 retweets
across Facebook and Twitter
• Over 200 tweets containing the
Cisco.com and Social Media
Cisco-Owned Social Properties
Social Media Components
Video to pique interest in demo
Demo served as a catalyst to begin in-depth
technical conversations that influenced over $80M
in ASR 9000 sales
Video views tied directly to purhcase, not just
Ad Impressions (Awareness)
Video Views (Consideration)
– Winner Best Use of Viral Video – B2B
– Winner People's Choice Award – B2B
210 qualified leads
$80M+ influenced sales