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A Strategy for Listening to Your Audience & Building Trust with Captivating Content
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2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
Jen Doyle
Sr. Research Manager MECLABS Jen.Doyle@MECLABS.com
Sergio Balegno
Director of Research MECLABS Sergio.Balegno@MECLABS.com
Stephanie Marx
Mgr, Social Media Marketing Cisco Systems Inc. stconagh@cisco.com
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Key findings from research of over 7,500 social marketers How to conduct social monitoring to collect the information on your audience that you need The imperative social metrics you need to be monitoring How one company achieved a 155% increase in inbound web traffic from a social marketing campaign with monitoring and content Top tactics in developing engaging content to create a viral effect
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Social media has advanced in maturity from trial-and error to a strategic marketing discipline during this period Result the Social Marketing ROAD Map Methodology
A practical method for mapping an effective social media strategy Workshop updated with 2011 data
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Increasing website traffic through social media integration Improving brand awareness or reputation Developing an effective and methodical social marketing strategy Achieving or increasing measurable ROI from social marketing programs Converting social media members, followers, etc. into paying customers Achieving or increasing measurable lead generation from social marketing Improving search engine ranking positions Integrating social marketing data with CRM and other marketing systems Integrating social media monitoring and analytics into a single dashboard Recruiting interdepartmental staff to perform social marketing activities Improving the quality and cost efficiency of customer support programs
8% 13% 12% 20%
Objectives for social marketing Increasing website traffic is top priority Reputation, strategy and ROI
Source: 2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2011, N=3,342
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We do not have a process or guidelines for performing social marketing programs - Trial phase 34% We have a formal process with thorough guidelines we routinely perform - Strategic phase 19%
Majority of organizations in the transition phase with informal processes About a third still in trial, no process or guidelines
We have an informal process with a few guidelines we sporadically perform Transition phase 47%
Source: 2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2011, N=3,342
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Research is the first step in the ROAD Map methodology Benchmarks starting point and helps define metrics for first ROAD Map cycle Knowledge gained guides continuous improvement in subsequent cycles
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Related search phrases Industry sector Technologies Companies Brands Products Services Key issues Industry experts Key employees
2011 Cisco and/or its affiliates. All rights reserved.
Social Media Factors Social voice or strength Sentiment Passion Unique authors Social reach Content downloads, sharing Reviews and recommendations Platform preferences
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Audience segments
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Related search phrases Industry sector Technologies Companies Brands Products Services Key issues Industry experts Key employees
2011 Cisco and/or its affiliates. All rights reserved.
Social Media Factors Social voice or strength Sentiment Passion Unique authors Social reach Content downloads, sharing Reviews and recommendations Platform preferences
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Audience segments
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Custom solutions and dashboards developed inhouse 8% Paid solution with enterprise class features and capabilities 11%
Free tools to measure social media in general or specific social sites Paid solutions for complex, enterprise level requirements Marketers are three times as likely to use a free solution as they are to pay for use
Paid solution with basic features and limited capabilities 12% Free social media analytics and monitoring solutions 69%
Source: 2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2011, N=3,342
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Why segment and profile The key benefit to social marketing is the viral effect Understanding segments enables targeting with relevant content Relevant content increases sharing beyond immediate audience Sharing creates the viral effect
How to segment and profile Keep it simple social segments become sub-segments of DB Who are your target audiences?
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Why segment and profile The key benefit to social marketing is the viral effect Understanding segments enables targeting with relevant content Relevant content increases sharing beyond immediate audience Sharing creates the viral effect
How to segment and profile Keep it simple social segments become sub-segments of DB Who are your target audiences?
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Silent Majority
Joins but rarely participates Reads, watches, listens to UGC Few friends, contacts, followers Low level of social influence
Vocal Minority
Joins and actively participates Shares UGC and commentary Many friends, contacts, followers Moderately high level of social influence
Social Authority
Builds and moderates communities Creates and aggregates UGC Very many friends, contacts, followers Very high level of social influence
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BreakingPoint Systems, a
social marketing strategy to win over a skeptical audience and impact their sales pipelines
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marketing budget
demand-generation campaigns with a social media strategy that created strong relationships with hard-to-find prospects
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Scanning tools included: -TweetScan, real time search for Twitter posts -Google Alerts for industry terms -Boardtracker.com, which monitors technology forums and boards
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blogger coverage
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of social media channels and the growth of the companys Web traffic and leads
155% increase in unique Web visitors 55% of leads generated from inbound Web traffic 75% of marketing-influenced pipeline from inbound Web traffic Social marketing efforts supported
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Step #1 Research
What subject matter is going to be both interesting and valuable to our audience? What topics does our audience want to learn about? Are there any opportunities for us to fill a void? What language do they use in their discussions related to our product or service?
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- Henry Ford
In Marketing, were constantly testing lead generation campaigns, landing pages, callsto-action, etc.
Things to test: Subject matter Format Style (Formal? Informal?) Length Readability Timing of distribution Subject lines / titles Calls-to-action
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Using a multichannel messaging strategy Improving thought leadership Segmenting the delivery of content Incorporating social media Testing and optimizing value proposition 27% 26% 21% 20% 16%
Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745
Testing the timing and delivery of content Establishing buyer personas Sponsoring third-party content Allowing audience to select communication
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Repurposing and reformatting existing content Encouraging customers to submit testimonials and case studies Recruiting authors internally from other departments
64%
53%
48%
27%
Outsourcing to an agency
Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935
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Problem
Solution
Sharing content is critical aspect of social marketing Creating content is time consuming and expensive Constant pressure to create original articles, posts, videos, etc. Need for entirely original content for social marketing is overrated
Many types of content already exists in your organization Most content has only reached small share of target audiences Why not repurpose this content? Repurpose: update or reformat existing relevant content Start with audit of existing content
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Content to repurpose
News releases Annual meeting video of CEO Customer case studies
PowerPoint presentations
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Home Grown X X Inexpensive Specific Controlled Can be pulled down Technically accurate Lower value to reader Sales job
3rd Party Often expensive Broad Uncontrolled There forever Can be inaccurate High perceived value Endorsement X X X X X
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How to information, stepby-step instructions Publish responses to questions your customers and prospects commonly ask Interview other thought leaders or key industry figures
Identify common mistakes your clients and prospects make and offer solutions Respond to popular thought-leadership content with a new perspective Clear up common misconceptions of prospects and customers Conduct a poll of your audience, then post the results
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By segmenting and profiling your target audience, you can improve the relevance of your content and capitalize on the viral effect
Repurposing and reformatting existing content assets can get you started
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mouth
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Social Networks
Blogs
Cisco Blogs
Blogs
Outposts Priority: 2 Time Budget: ~40% Listening Station Always on Tuning in to online conversations
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Todays Challenge
Multiple conversations from multiple channels Diverse and fragmented Disruptive force spreads news rapidly (good and bad)
Relevant Insights
Deep customer insight, market trends, competitive intelligence Ability to influence and drive the business Data collection, data analysis, insight delivery
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Identify Emerging Themes Capture Industry Trends Find Fans and Advocates
Competitive Insights
Social Strategy
Uncover Influencers
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Holidays
Volume of mentions by topic Routers & Switches Security Mobility / Wireless Certification Consumer Small Business Collaboration Video Virtualization
0 5000 10000 15000 20000 25000
Blogs 27%
MicroMedia 54%
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Conversation Cloud
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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.
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 (UCS)
Customers publicly voice their concerns about the acquisition on Tandbergs Facebook page. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance. Team calm fears and avoids any further public escalation of concerns on Facebook. The loudest customer has since removed his negative comments from the Facebook wall.
First step to entering new terrain is listening and learning to whats being said in the marketplace. Active listening and strong feedback loops ensure Ciscos language accurately reflects the external realities of customer conversations. Earns legitimacy by coauthoring content with established thought leaders inside the community. DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.
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Blog topics that matter to audience: how technology can help SMBs Credible content: we are technology experts Bookmarking and syndication to increase blog traffic
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Researched potential contributors and experts Reached out to solicit active bloggers in mobile industry Resulted in 6 strong contributors who posted regularly over 12-18 month period:
Posts received 36% of total views
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Upcoming Accelerate! & VelocitySessions Nov 15th Igniting Performance & Innovation Nov 16th Measuring Social Media's Contribution to the Bottom Line Resources & Reference Material on Scribd: Social Media Monitoring/Listening Social Media Resources Full Service Programs in Partner Marketing Central: Blog Starter Program Social Networks Starter Program Stay Connected to Cisco Accelerate!
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http://socialmedia.cisco.com
Cisco Blogs:
http://blogs.cisco.com
Facebook: Flickr:
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Thank you.