Socializing Your Brand in the B2B Marketplace - Tim Husband - Cisco Canada
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Transcript of Socializing Your Brand in the B2B Marketplace - Tim Husband - Cisco Canada
Socializing Your BrandSocializing Your Brand in the B2B Marketplacein the B2B MarketplaceTim Husband, Digital Marketing Manager, Cisco Canada
@CiscoCanada; @thusband
September 13 2011
1© 2011 Cisco and/or its affiliates. All rights reserved.
September 13, 2011
Video + Mobile + Social = Brand PowerGame mechanics make the difference
Social graph expands rapidly online Next…Social CRM connects social to salesSocial graph expands rapidly online Next…Social CRM connects social to sales
© 2011 Cisco and/or its affiliates. All rights reserved. 2
Retailers & Traditional interactions
Channel & Partners
Retailers & Consumers
Employees
1. Transaction‐driven2. Monologue‐driven3. Static influence
Partners p y
Share of hearts,
minds and
4. Limited listening posts5. Satisfaction & cost
StakeholdersPress & Analysts
minds, andmarkets Social business interactions
1. Interaction‐driven2. Dialogue‐driven
Observers & Industry experts
3. Dynamic influence4. Unlimited listening posts5. Loyalty & efficiency
© 2011 Cisco and/or its affiliates. All rights reserved. 3
5 y y y
Content
Organization
ContentSharing &
Rating
ForumsOrganizationWeb Sitecisco.com/ca Communities
IndustryBlogs
Other Blogs
CiscoBlogs
Blogs
Home Base Outposts Passports
4© 2011 Cisco and/or its affiliates. All rights reserved.
Priority: 1Time Budget: ~50%
Priority: 2Time Budget: ~40%
Priority: 3Time Budget: ~10%
Listening StationTuning in to online ConversationsAlways on
Framework by Chris Brogan
ApproachApproachAudiencesAudiencesObjectivesObjectives
•• Social Media Social Media PolicyPolicy
•• Educate Educate
•• Employees using Employees using corporate and personal corporate and personal social mediasocial media
•• Encourage the use of Encourage the use of social media, but…social media, but…
P t t b th thP t t b th th•• ListenListen•• External visitors to External visitors to
corporate social mediacorporate social media
•• Protect both the Protect both the company company and individualsand individuals
© 2011 Cisco and/or its affiliates. All rights reserved. 5
Earnings
Product Launch Major Event
AcquisitionPo
sts
Product LaunchP
Time
© 2011 Cisco and/or its affiliates. All rights reserved. 6
NegativePositive
Take reasonable action to fix issue and let customer
know action taken
Take reasonable action to fix issue and let customer
know action taken
Y Y
Evaluate the purpose
Evaluate the purpose
Do you want to respond?Do you want to respond?
NoYes
Does customer need/deserve more
info?
Does customer need/deserve more
info?
Yes
Assess the message
Assess the message
Unhappy Customer?Unhappy
Customer?No
ResponseNo
ResponseYes Are the facts
correct?Are the facts
correct?Gently correct the
factsGently correct the
facts
No
NoYes
Can you add value?
Can you add value?
DedicatedComplainer?
DedicatedComplainer?
Yes No
No
NoAre the facts correct?
Are the facts correct?
Yes
Yes
Respond in kind & shareRespond in kind & share
Thank the person
Thank the person
Comedian Want-to-Be?Comedian
Want-to-Be?
Explain what is being done to correct the
issue.
Explain what is being done to correct the
issue.
Is the problem
being fixed?
Is the problem
being fixed?
Yes
No
7© 2011 Cisco and/or its affiliates. All rights reserved.
Let post stand and monitor.
Let post stand and monitor.
Yes
This framework was built using the USAF Blog Triage.
“I’m amazed that Cisco sent me a personal Twitter message congratulating me on myTwitter message congratulating me on my 100% exam result! What a way to curry favour! I love it when companies use technology well!”
© 2011 Cisco and/or its affiliates. All rights reserved. 8
© 2011 Cisco and/or its affiliates. All rights reserved. 9
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Klout scores are a measure of social influence and are useful for:
• Influencer
Engagement
• Competitor
BenchmarkingBenchmarking
© 2011 Cisco and/or its affiliates. All rights reserved. 12
© 2011 Cisco and/or its affiliates. All rights reserved. 13
Source: Eloquahttp://topliners.eloqua.com/community/see_it/blog/2011/09/09/eloqua-chart-of-the-week-klout-and-conversions
• Consistency across all mediums
• Social listening informs strategy
C id ti i ti• Company wide participation
• Build content and add value
© 2011 Cisco and/or its affiliates. All rights reserved. 14
TOTAL n=300
Percent Rating “Very Useful”
72
20 9 7 7 6 5 4 30
20406080
100
Billb dM f t P d tM f tM f t O Li TV Ad R di AdS i l M di BillboardsManufacturer Social Media
Pages
Product Placement in
TV Shows
Manufacturer Blogs
Manufacturer Websites
On-Line Banner Ads
TV Ads Radio AdsSocial Media Ads
Percent Who “Do Not Use” Each Source
10 11 6 13 5 6 7 12406080
100
TOTAL n=300
e ce t o o ot Use ac Sou ce
Q9 How useful are/is (insert information area)? Would you say they are ?
1 10 11 6 13 5 6 7 120
20
BillboardsManufacturer Social Media
Pages
Product Placement in
TV Shows
Manufacturer Blogs
Manufacturer Websites
On-Line Banner Ads
TV Ads Radio AdsSocial Media Ads
© 2011 Cisco and/or its affiliates. All rights reserved. 15
Q9 How useful are/is (insert information area)? Would you say they are…?Scale: Very Useful=3 / Not At All Useful=1
Source: Spring 2011, Market Research, Cisco Strategic Marketing
Aggregate social content andSocial Aggregate social content and keep users on Cisco.comStreams
Implement on product, program and collateral pages
Like and Comments
Increase registrations and conversions with social log-in
Social Log-in
© 2011 Cisco and/or its affiliates. All rights reserved. 16
© 2011 Cisco and/or its affiliates. All rights reserved. 17
© 2011 Cisco and/or its affiliates. All rights reserved. 18
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© 2011 Cisco and/or its affiliates. All rights reserved. 20
© 2011 Cisco and/or its affiliates. All rights reserved. 21
Video + Mobile + Social = Brand Power
Video in email marketing ghas been shown to
increase click-through rates by over 96%rates by over 96%.
Source: Implix 2010 By 2015, 38 billion
minutes of video will
A i f id i h
minutes of video will cross the Internet in
Canada every month, A minute of video is worth 1.8 million words
up from 8 billion in 2010.Source: 2011 VNI Study, Cisco
© 2011 Cisco and/or its affiliates. All rights reserved. 23
© 2011 Cisco and/or its affiliates. All rights reserved. 24
1. Set Goals and ObjectivesWhat are you trying to accomplish? Ensure senior leadership team recognize business valueEnsure senior leadership team recognize business value
2. Know the RulesDefine rules of engagementEncourage employeesg p yProtect through Governance
3. ListenGain Insight. Build intelligence on your brand, overall business,
d icustomers and competitors
4. EngageTurn expertise into branded content
5. Integrate Ensure social strategy is part of all your marketing plan
6. Measure and Review
© 2011 Cisco and/or its affiliates. All rights reserved. 26
6. Measure and ReviewMeasure impact and link back to objectives
Thank you.