Post on 20-May-2020
Cisco – CXO Audience Research Key findings and recommendations
CISCO approached us and asked: “How do we………”
“Use social media channels to help reposition the CISCO brand as a strategic business transformation partner?”
And we said…. “You’ll need to understand…..”
Engagement strategy
Business
Content Audience
Are you ready
for Social
media
engagement?
What information
and content do
your audiences
want from you?
Who are you
trying to connect
with?
And not only that…..
You’ll need to understand what your customer wants from you at different points in their
journeys
You see…. Its all about walking a mile in your customers shoes
Understanding their daily lives can lead to success
Whereas ignoring them….
One in four mobile apps once downloaded
is never used again
January 2013 775,000 applications
in the Apple App Store
Which means
581,250 apps were
only used once.
Why?
Because they didn’t understand their target
audience
So, we asked: “Who do you want to talk to?”
CXO’s So, what do we know
about CXO’s and
social media?
CXO’s and Social Engagement
70% of CEOs have no social media presence
10% of CIOs actively use social networks
Forbes: 2012 CEO.com Social CEO Report
26% of CEOs have profiles on Linked In, which is 6% higher
than the general public Forbes: 2012 CEO.com Social CEO Report
4% of CEOs have Twitter account Forbes: 2012 CEO.com Social CEO Report
7.6% of CEOs use Facebook Forbes: 2012 CEO.com Social CEO Report
Harmon.ie
Bringing that insight more local
55% of Global CIOs are exploring collaboration and
social media networks opportunities, compared to 68%
of ANZ CIOs Digital Readiness Survey: Zeno Group December 2012
Australia’s SEB score is 43 vs 40 for the US and 41 for
the UK Global Web Index 2012
But we needed to get a closer look… 24 interviews later…
Meet Jeff….
Meet Paul….
So a really important learning is…
We target & engage these
guys
Influ
e
ncers
What this means
Influencers
We target & engage these
guys
Who make recommendations
to these guys
Influ
e
ncers
CXO ‘Grazer’
What this means
Influencers
C Suite
We target & engage these
guys
Who make recommendations
to these guys
45-60 / >1000 CXOs
35 – 45 / >1000 CXOs
Influ
e
ncers
CXO ‘Grazer’
Who will then validate the
recommendation
What this means
Influencers
C Suite
Meet Tom….
Which brings us to some key recommendations How Cisco can use social to engage the decision makers
CISCO Medium
Target
Audience
Influencers
Influence the influencers
Medium
Peer Group(s)
Internal team(s)
Consultants
Social Media = Content Marketing
Live where the influencers live
Build relationships with known influencers
Don’t forget email….
And make content findable!
Different content formats for different folks
Remember its P2P (Peer to Peer) not B2B
Anonymous Unengaged
Personal Engaged
B2B
P2P
Crawl, walk, run. Specialise as you go.
Horizontal Content Vertical Content
Finally…..educate, don’t sell.