Socializing Your Brand in the B2B Marketplace

Socializing Your Brand in the B2B MarketplaceTim Husband, Digital Marketing Manager, Cisco Canada

@CiscoCanada; @thusband

September 13, 2011

1© 2011 Cisco and/or its affiliates. All rights reserved.

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


5 y y y

Content

Organization

ContentSharing &

Rating

ForumsOrganizationWeb Sitecisco.com/ca Communities

IndustryBlogs

Other Blogs

CiscoBlogs

Blogs

Home Base Outposts Passports


Priority: 1Time Budget: ~50%



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


Earnings

Product Launch Major Event

AcquisitionPo

sts

Product LaunchP

Time


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


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!”




Klout scores are a measure of social influence and are useful for:

• Influencer

Engagement

• Competitor

BenchmarkingBenchmarking



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


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


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







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


http://www.youtube.com/watch?v=jDi0FNcaock


http://www.youtube.com/watch?v=3pffeMdDSoY

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


6. Measure and ReviewMeasure impact and link back to objectives

Questions?

Thank you.

Socializing Your Brand in the B2B Marketplace

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