1. Justifying Social Media in the B2B Space
Chris Johnson, CEO/Founder, Terralever
Charlie Treadwell, Social & Digital Marketing Manager, Cisco
November 27th, 2012

2. It is the new collaboration system between employees, customers and brands
Most efficient listening and feedback-gathering channel available
Accelerates word of mouth
Why Social Matters
Social Media is not a fad
Communication has evolved from one to one, to one to many, to many to many

3. Did You Know… 62% of adults worldwide use social media
56% of Americans have a social network profile
55% of Americans are on social networks
80% of Americans 18 – 24 have a profile on social media
Did You Know…
65% of adults worldwide …
56% of Americans …., 55% of Americans 45 – 54 …. & 80% of Americans :
Sources: Various, 2012

4. 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
Did You Also Know…
90% of B2B…/60% of B2B…/53% of B2B… Penton:
73% of all B2B leads… Marketing Sherpa:
Sources: Various, 2012

5. 67% more leads a month are created by companies who blog vs
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
Why B2B Social Media?
67% more leads a month are created… Social Media B2B:
17% of total leads are created… Marketing Profs:
33% of global B2B buyers… Social Media B2B:
Sources: Various, 2012

6. Justifying B2B Social Media
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

7. Not enough?
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!

8. Behaviors of “Best in class” B2B Marketers
Aberdeen – “B2B Social Media Marketing: Are we there yet?” - 3/1/2012
Sources: Aberdeen, 3/2012

9. Cisco & Social Media

10. Digital Marketing Charter
Globally drive highly relevant digital experiences that increase Customer and Partner engagement and that accelerate sales through increased intelligence, customer contact and lead generation
Our response: We are simplifying and unifying customers experience with brand, deep understanding and alignment with where they are in their journey, tailoring the engagement to help them accomplish their goals and have appropriate messaging for them where they are
Benefits to Cisco – Drive consistency with field and country level
Crossing disciplines to improve customer brand experience, align to customer journey, and target content
Simplify… Align…Target

11. Cisco Digital Presence
238%
5.5m social reach
58m visits to Cisco.com in Q1
3.6m mobile web visitors
886k customer app
Downloads
447k social media
mentions
25m organic search
referrals
118%
451k social referrers to Cisco.com
FY12 final snapshot
915k paid search
click-throughs
15%
145%
Cisco.com
Social Reach
Mobile Phones
Mobile Apps
Source: Cisco SiteCatalyst & other internal metrics. All values Aug ‘12-Oct ‘12.

12. Cisco’s Digital & Social Framework
Intelligence
Leverage listening to understand your social audience
Study your competition
Make data-driven decisions
Automate processes & workflows
Engagement
Integrate social into the brand experience
Collaborate globally
Lead with compelling content and conversations
Provide triggers to continue journey
Measurement
Benchmark and track progress
Automate integrated dashboards
Celebrate success
Advocacy
Build long-lasting relationships to create loyalty
Use loyalty as the foundation to drive advocacy
Enablement:
Global Strategy, Consulting & Training
Governance | Training & Certification | Strategy & Consultation | Social Ambassadors

13. Enablement

14. Online Community to Share Information and Scale Best Practices
Community-driven content
Activity calendar
Discussions, blogs
Social networking

15. Governance Helps Employees Navigate Easily Accessible Policy and Guidelines
Must know social media policy before engaging
Integrated into COBC and new hire processes
Must accept via e-signature
A required course in our social media certification program
Governance IWE page: - please read this page, it will tell you who needs to know our policy, the fact it now must be accepted each year (this is new! So not only has this been integrated into COBC which also must be accepted each year, but now the social policy must be accepted each year as well as a standalone item). We are now able to track who has accepted (i.e., electronically signed) the social policy – I used myself as an example to illustrate what it looks like.
Please use the attached screen shot and do not alter it. As you can see, parts of the description have been whited out.

16. Social Media Team Collaboration
Employees Can Make A Difference Recruit, Engage and Reward Participation
SME 1: “The Discoverer”
SME 2: “The Closer”
Social Media Team Collaboration
SME 1 discovers negative comment in influential LinkedIn group
Alerts appropriate people triggering escalation process
SME 2 resolves situation within a few hours
Recruiting those whose main job is not social media can help scale your social efforts as well as give these people an opportunity to learn. Cisco has an internal program, Social Ambassadors, that identifies, recruits, activates and recognizes those people who have successfully integrated social media into their day job – even though their day job is not social media. These people are engineers, solution marketing managers, sales people, etc. Here is an example of how these people can help drive business results for your company.
LinkedIn Example:
Negative comment about Cisco in influential LinkedIn group goes unnoticed for 3 months
SME, Greg Smith, enabled and activated
Within 24 hours the issue was addressed due to SME monitoring, and internal escalation chain between SME, Social Ambassador Program Office & Listening team and SMB representatives
People “put a surprising amount of trust and credibility in employees of companies”. “41% of people believe conversations with company employees to be the most credible specialist sources of information.”
Source: Michael Brito, Edelman Digital, Smart Business, Social Business

17. Intelligence

18. Social Media Provides insights to drive real business results…
Find Fans and Advocates
Discover Product Issues
Crisis / Risk Management
Product Development Feedback
Competitive Insights
Uncover Influencers
Sales Leads
Capture Industry Trends
Message Penetration
Benefits of Listening
Identify Emerging Themes
Gain insights that can impact your business and help shape your social strategy
Uncover potential threats, legal issues, negative conversations or press

19. Business Impact Through Active Listening
1) WW Technical Services Discovers Two P1 Issues and BU Resolves
2) Small Business Uncovers Product Issue and Restores Faith of Partner
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.
3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears
4) Cisco Data Center Enters a New Market with Unified Computing (UCS)
Customers publicly voice their concerns about the acquisition on Tandberg’s 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 what’s being said in the marketplace.
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 the community.
DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.

20. EBC Social Media Listening Center
Monitor global conversations and geographical activity
Identify trending topics or emerging themes
Monitor influencers and sentiment of their posts
Monitor sentiment and spikes or viral stories
Monitor shifts in share of voice and product focused activity
SocialMiner: Monitor event attendees, engage, and performance of social media staff v
EBC Social Media Listening Center

21. Responding to Customers
Cisco teams respond to tweets where we can offer help or that might be a sales lead
Example:
An Executive at a NY company tweeted that they were having trouble with their TelePresence.
Someone from Cisco TelePresence replied (within an hour)
We recognize that we must actively listen to 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 engage in meaningful conversations with them to inform and strengthen our relationships with them.

22. Turning a Negative to a Positive
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!
Was able to turn a negative post around into positive…
@CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff

23. Sales and Lead Opportunities
Talk here about sales opportunities as well…

24. London 2012 Olympics & Paralympics Social Media Listening Center
Talking
Energizing
Supporting
Embracing
Ambush Marketing
Crisis Management
Sentiment Monitoring 1 2 3
On-site pop-up social media listening center
24/7 listening and competitive tracking
Monitoring in 10 different languages
Overview

25. London Listening Week 1 Results
Maintain training and keyword updates for 25 team stakeholders
Deliver updates to Games Time Operations team (2x/daily, 7x/week)
Conduct UK  USA handover calls (1x/daily, 5x/week)
Conducting daily analysis in key areas:
Monitor stability of Cisco Buzz, Global Conversations visualization in Cisco House and deliver troubleshooting services if needed.

26. Study Your Competition
Benefits:
Complete your digital story
Augment "listening"
Uncover new opportunities
Create an advantage
Understand their customer journeys
Learn best practices
Learn from competitors' mistakes
Improve your digital efforts
Benchmark against competitors
Show value of your efforts

27. Social CRM Drives Business Intelligence
Integration of social collaboration into customer & partner interactions.
Integration of social insights into the customer & partner experience.
Social
Intelligence
Social
Collaboration

28. Social CRM Process Social Data Analysis Social Data Social Listening
Social Login
Social Rewards
Social Data Analysis

29. Where we’re at today… 5,000 to 7,000 mentions daily of Cisco
Volume of Mentions
Quarterly reports exceed estimates (stock soar 10% and boost to dividends
Announcement of plans to layoff 2% of workforce as part of ongoing restructuring efforts
Unveiling of Mobile Network Platform and Cloud Connect Solution
Firmware update forcing router admins into Cisco’s cloud management program
Business News
Announcement
Launch
Acquisition
Other
Source: Radian6
How do we find the gems?
Help!
Leads
Rant!
Feedback
Advocate!

30. Listening starts with ABCs and 123s
At Cisco, we believe that a strong social media strategy starts with listening, but when a brand receives over 1.9 million mentions per year, how do we filter through the noise, identify the relevant conversations, and route them to the appropriate teams in a large organization like Cisco?
We believe Listening must start with ABCs and 123s. ABCs are action-based conversations, and 1-2-3’s help us prioritize and escalate them.
Action-Based Conversations
Social Media Noise
Priority

31. First we classify the Action-Based Conversations (ABCs)
Support – Request for help resolving real-time issue (support)
Question – Question that doesn’t require support resource (tech docs)
Critic – Insult that merits brand management consideration (PR)
Buzz – Praise from Cisco brand advocate (marketing)
Lead – Pronouncement of near-term purchase decision (sales)
Idea – Request to enhance a product with a new feature (product dev.)
Ambush – Communication from an unauthorized provider of Cisco products (legal)
The 7 types of ABCs and which teams we route them to.

32. Then we prioritize them with a response SLA using 1-2-3
Priority 1
Action required within 12 hours. Escalation triggered, immediate follow up required.
Priority 2
Action required within 48 hours. Assigned to responsible party and added to queue, action required.
Priority 3
No immediate action is required. Left up to assigned user’s discretion to take action.
Prioritization and SLAs (how quickly these need to be handled)

33. Using human validation to review human conversations to apply tags for an automated process
critic
webex P2
support
webex P1
buzz
webex P3
buzz
webex P3
Social Hub
Rules & Conditions IF
If “critic”
And “webex”
And “P1”
THEN
Send to Webex PR
Recommend follow up within 24hours
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.
Trigger Actions

34. Cisco has a large network of engaged employees with knowledge and expertise
Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team
Dedicated Team for Support Response & Engagement, Technical Services
Listening Liaison
Product/Solution Mktg, etc.
Listening Liaison
Crisis Comms, etc.
SMEs
Social Media Listening Center, Digital & Social Media Marketing
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).
Listening Liaison
Partner/Field Mktg, etc.
Listening Liaison
Product/Solution Marketing, etc.
SMEs

35. Engagement

36. The Pillars of Our Engagement Strategy
Content
Conversations
Integration
Engagement Triggers 1
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) 2 3 4

37. Leading with Social Content
“Worklife Cloud” is a customized visualization of everyday CIO/CTO cloud usage
With additional amplification planned, expected traffic to increase 4X
Average time on page: 9 minutes
Top traffic sources: Facebook, Weibo.com, Twitter, and blogs.cisco.com
Top traffic countries: US, China and Mexico
“Economics in the Cloud” is an Infographic aligned with the IBSG “World of Many Clouds” POV launch
Top traffic sources include the Cisco Germany blog and the Cisco LATAM blog
Top countries include Brazil, UK, India and Germany, all part of the G6
The Multiple Devices reveal event is the first-ever pinned video on the brand Twitter page
Number of views significantly surpassing non-socially activated videos
Generated 270 likes and nearly 50 retweets across Facebook and Twitter
Over 200 tweets containing the #CiscoYourWay hashtag

38. Creating Conversations Through Content Marketing on Social Web
Internet of Things Infographic
Social
Web
Tech publications and blogs
Global Syndication
Campaign related infographics were designed to surface Cisco proof points and increase positive buzz
30% increase in quantity of conversation, 7% increase in sentiment
100MM impressions globally
Tweets from Jeff Jarvis, Brian Solis, Guy Kawasaki, Om Malik and other influencers were re- tweeted thousands of times
2nd highest viewed Cisco blog in 2011
Earned a top spot in Reddit Tech
We built a story-telling infographic to support Dave Evans (Cisco Chief Futurist) talk at Cisco Live (annual event) in June. The piece ultimately went viral and drove significant Cisco-centric conversation. It was part of a larger campaign to increase Cisco buzz and brand sentiment. The 90-day campaign experienced 30% increase in quantity of conversation and 7% increase in sentiment.
There were 3 key factors that drove the success of this particular piece:
1)    The data mining we did with Dave ahead of the event yielded a great social infographic.
2)    The timing of the release on AllThingsD to align with Dave Evans talk at CiscoLive.
3)    And we quickly localized the piece, and syndicated to a global audience. Where we experienced over a million views within Weibo (the Chinese version of Twitter).

39. 2011 Top Brands on Twitter: Cisco #1
B2B Twitterer of 2010 Returns

40. Cisco.com and Social Media
Seamless Integration
Social Media Components
Cisco-Owned Social Properties
Cisco.com
Social Hub
Social
Login

41. Gamification Increases Engagement
Engagement up 17%
Returning visits up 6%
New visitors up 9%
Pageviews up 13%
Pages viewed per visit up 6%
New visits up 3%
Join badge program
Complete profile
Comment
Share posts/accomplishments
Visit often
Watch video
Refer others to the site

42. Positive Feedback: Blog Comments

43. Carefully Designed Customer Journey Helps Community Learn and Engage
Cisco Collaboration Virtual Launch Experience 2012
59,891 unique visitors
10,859 registered for streamed events / 5,988 attended
93 discussions with 256 replies
Cisco Collaboration Virtual Launch Experience ( … live until approx March 2012)
For 3 years Cisco Collaboration Marketing has hosted their annual global launch on the Cisco Collaboration Community ( in the publicly-accessible Cisco Collaboration Virtual Launch Experience (VLE). The strategy for the annual VLE evolves according to the strategy of the global launch. The Collaboration announcement strategy for 2011 included a “rolling thunder” series of 5 announcements held October – December 2011 and only 1 of those announcements was made at a physical event (the Collaboration Summit 2011 in Miami, which was an invitation-only event for select analysts, partners, and consultants). The VLE strategy adapted to this approach with a cadence of live online events designed to drive conversations within the community-based virtual experience and continuously lead visitors along a customer journey of learning and engagement within each announcement from overview to deep understanding and then linking one announcement to another.
Objectives:
Generate awareness, thought leadership and buzz throughout Oct – Dec 2011 announcements
Update customers and prospects worldwide on what’s new
Humanize Cisco and build trusted relationships through engagement
Lead audiences to ‘next steps’
Approach:
Each announcement had:
Live Announcement Overview webcasts streamed within the virtual experience page for 3 of the announcements with product leaders concisely summarizing the announcement and how it fit into the larger strategy (averaged 20 min) with live Q&A taken through the community discussion forums. By taking Q&A through the community, the conversations lived on beyond the live event and guided conversations in the community to the level we wanted to encourage.
A series of “countdown” video blogs were posted to the virtual experience in the weeks prior to the announcement live webcast. These were strategically designed to place Cisco as thought leaders and – depending on product being announcement -- to educate about Cisco in new markets, combat myths, convey Cisco strategy, inform on industry trends, etc.
Faces of product experts were highlighted to put a human face on a big corporation and encourage posting and an army of experts were on call for timely response to discussions
“See it in action” product demonstrations provided the majority tech audience with “meaty” details of what’s new
For each announcement, we provided concrete next steps including:
attending follow-on live deep dive briefings for 3 of the announcements
Links to cisco.com for more information, offers and follow-on industry events where Cisco had presence
RESULTS:
59,891 unique visitors; 10,859 event registrations with 5,988 attendees; 93 discussions with 256 replies … AND GROWING
At-a-Glance Facts
Supported 5 announcement from Oct - Dec: Virtualization, TelePresence, Unified Communications for Midsize Business, WebEx/Jabber SDK and Hosted Collaboration Solution announcements
4 live Announcement Overview webcasts (ratings as high as 4.2)
1 keynote streamed live from Collaboration Summit 2012 in Miami (rated as 4.5)
25 video blogs on blogs.cisco.com/collaboration and community (duplicate posted to more broadly amplify to different audiences)
3 live 90-min deep dive briefings (ratings as high as 4.5)
Best Practices:
Provide content and events geared toward the type of conversation you want to have with your audience to engage audiences at the level you want
Use the community discussion forums for Q&A during the live events allowing a much larger number to see the conversations and enabling many others to add to the conversations post the live event
Ensure your community strategy is complimentary to cisco.com and not duplicative … here we entirely focused on communicating and educating on what’s new for each announcement and drove back to cisco.com for “baseline” solution and product information
Unfiltered discussion forums put a face on big company Cisco and make us more approachable and open
Develop a comprehensive promotion plan including tight integration with cisco.com and social media channels to drive in maximum eye balls
Create a well thought out customer journey driving traffic to the virtual experience, engagement and path within the virtual experience, and next steps beyond the virtual experience
Side note … I believe we are first in Cisco to:
- Embed the SMS registration process into a community page at Cisco, allowing for a better user experience while leveraging Cisco standard registration system that flows into the CI database

44. Measurement

45. Social Media for Revenue Generation: Cisco ASR 9000 Test Drive (aka Robot Arm)
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 awareness
Awards
Winner Best Use of Viral Video  – B2B Magazine, 2011
Winner People's Choice Award – B2B Magazine, 2011
Ad Impressions (Awareness)
180,000
Video Views (Consideration)
16,500
Demos (Response)
800
Result (Purchase)
210 qualified leads
$80M+ influenced sales
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 9000
Video is highly effective asset in breaking away from traditional marketing processes to increase 2-way dynamic between Cisco and customers
Here, social media was used to drive sales metric vs. just being an awareness platform
Challenges, games, and contests are innovative and fun ways to engage customers
Awards:
Winner Best Use of Viral Video  – B2B Magazine, 2011
Winner People's Choice Award – B2B Magazine, 2011
Process: 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 team
Teaser 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 purchases
Video won “Best Use of Viral Video” and “People’s Choice Award” in B2B Magazine
Resources:
“Cisco ASR 9000 Test Drive (Robot Arm) Deep Dive” PPT:
“Cisco ASR 9000 ‘Robot Arm’ Test Drive and iPv6” PPT:
“Mini Case on Lead and Revenue Generation in Social Media” PPT:
“Cisco ASR 9000 ‘Robot Arm’ and iPv6” presentation WebEx Replay Link: (56min)
“Cisco ASR 9000” blog post:
“Cisco Viral Video Campaign Drums Up $80M in Sales Opportunities” blog post: