Deliver Value to Empowered B2B Customers for Japan TFM&A

Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 1

Deliver Value to Empowered Customers

Paula Wang

Director, Digital and Social Media Marketing Management

Cisco Systems Inc. Asia Pacific Japan & China

Feb 27, 2013

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

The Cisco Vision changing the way we

to shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners

The Mission

work, and learn. SMlive, play,

Revenue:$

Headcount: 66,639

$46.1B


0%

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60%

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100%

Digital Video: IPTV

65%Cisco/SA 0%

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40%

60%

80%

100%

Switching: Modular/Fixed

Cisco/SA72%

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100%Security

Cisco

Security

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Voice

Cisco37%

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Wireless: LAN

Cisco 51% 0%

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Storage: Area Networks

Cisco 43%

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100%Routing: Edge/Core/Access

Cisco 55%

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100%Web Conferencing

Cisco/WebEx

39%

Cisco’s Category Share Leadership


Bran

d R

elevance

En

gag

emen

t

Marketing Objectives

RevenueAcceleration

PipelineCreation

Pipeline Acceleration

CustomerLed

PartnerLed

SalesCoverage Marketing


The Old WayHow customers used to buy

The New WayHow customers buy today

Sales answers questions

Sales enters buying process early on

Difficult for customers to research choices

Marketing has minor role, restricted to early awareness and consideration phases

Sales enters buying process later on

Customers find answers to most questions before engaging Sales

Endless research options via search and social media

Marketing plays pivotal role across stages with content delivery via search and social channels


FROM: Inside Out Marketing

TO:Customer-Focused Marketing

B2B Marketing is Evolving

CUSTOMERS

Source: Goodby Silverstein & Partners


The New B2B Marketing Model

CustomerInsight Based

AutomationSocial

Inbound Digital

ON

E

IDEA

CO

RE


Media and Customer Launch

Cloud Focus Awareness Campaign

Cisco Plus, Nurturing/DG

Programs

Integrated Campaigns

One Core Idea? Integrated Campaigns


1. Inbound Digital Marketing Model

Drive traffic to Cisco.com

Engage & capturevisitor information

Trigger deeper funnel engagement

Lead Qualification

1. Drive To 2. Acquire 3. Engage 4. Convert

• Advertising• Content Syndication• Search• Social media sites• Watering holes

• Premium content offers• Communities & blogs• Behavioral targeting• Registration• Journey business rules

• Triggered emails• Offers mapped to funnel• Engagement scoring• Purchase offers• Progressive profiling

• Click to chat• Inbound 800#• Triggered call alerts

= 60 responses20,000 cisco.com visits = 5 Mktg qualified leads 1 Sales Opportunity


Inbound Digital Engagement

Content localization

Web survey, listening

Test & Target

SEO / SEM

Advertising

Web Optimization

• File Downloads: ~400K (62%)

• Video Viewed: ~350K (172%)

• Registration: ~30K (507%)

Social integration

50% attributable

to Cloud campaign

• Cloud landing #2, 3-7x global engagement rate

An Example


Enablement Intelligence Engagement Measurement

2. Social Media Marketing Framework

Define Scorecard

Standardize Reporting

Social Media University

Workshops

Policies and Governance

Infrastructure and Tools

Internal Consulting

Social Media Listening Program

Monitor branding and campaign impact

Track trends

Shape future marketing program design

Social ListeningSocial Media Enablement

Metrics/Scorecard

Activate employees

Engage with customers and partners

Support for major campaigns, Tier 1 events, e.g. Cisco Plus, Cloud etc.

Facilitate leads generation

Social Ambassador Program


Social Media by the Numbers

Cisco’s social media audience base is 3.2 million and growing.

Cisco averages 2 million mentions on social media sites per year.

The click-through rate on blogs.cisco.com posts with video is 5x higher than the rate on posts without videos.


Social Media University

• Establish understanding of social media

• Expand knowledge in key disciplines

• Offer learning certificates

• Award badges and tie-in with other rewards

• Collaborate with fellow teams

• Develop more training resources

25Core

Introductory, Intermediate,

Advanced Courses

4Hands-On Labs

10 Channel-Specific Elective Courses

3Certification

Levels

SeveralExecutive,

Customer, and Partner Courses


Cisco: Volume of Mentions (Global Example)

• Source: Radian6 - (Cisco Brand - Trend Analysis)

Biz News Announcement Launch Acquisition Other

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Cisco Systems ends ZTE partnership

Cisco acquisition of

Meraki

Cisco FY’13 Q1 Earnings

Cisco and Citrix Expands

Partnership in Networking, Cloud

and Mobile Solutions

Cisco plans on selling Linksys

Cisco completes sale of Linksys to

BelkinParallels

acquisition

Videoscape Unity Introduction at CES


Sept.-Nov. 2011 Feb 2012 March 2012 May 2012

Social Listening for Cloud-Related Conversations


Using Social Media to Engage with Customers:China/India Social Ambassadors Program

• Objective: To activate and enable Cisco employees to engage with the empowered customers via social channels

• 700+ Social Ambassadors, incl. Executives

No. of Followers

No

. of T

we

ets


Cloud Campaign Social Media Themes

Cisco Plus (3.23-6.22)• # tweets ： 1,696• # interactions ：

15K• # registration: 478

Architecture Road Show(6.14-7.31)• # tweets ： 159

# interactions ：1,752

• # registration: 41

Brand & UCS campaign(5.27-6.23)• # tweets ： 96

# interactions ：1,216

Global Infographic(5.01-8.03)• # tweets ： 6

# interactions ：324

Key Tactics: weibo interview, check-in, polling, live tweeting, picture show


Social Engagement (China Example)

• Owned online community: ~130K registered members (100%)

• Official Social followers: ~100K (400%)

• Cisco SOV: ~116K (670%)


Cloud Mentions by Brand

0

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Feb

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#4#3

#2#3

#2Feb Mar Apr May Jun Jul

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1% 0% 0% 0% 0% 0%

88% 88% 88% 82% 80% 79%

11% 12% 12% 18% 20% 21%

%Negative %Neutral %Positive

Cisco Sentiment Trend

Social Engagement: Cloud Campaign


Measure for Impact Example:Cisco ASR 9000 Test Drive

• Video to create 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 purchase, not just awareness

Ad Impressions (Awareness)

180,000

Video Views (Consideration)

16,500

Demos (Response)

800

Result (Purchase)

210 qualified leads

$80M+ influenced sales


Direct Mail& Email

EventsContact Center

Web Social MediaAdvertising Search

• Web offer optimization

• Localized company and contact targeting

• Multi-touch campaigns

• Triggered emails

• Email offer recommenda-tions

• Intelligent click to chat

• Localized “Let us help”

• Weekly outbound telemktg lists

• Multi-channel integrated journeys• Always-on campaigns• Engagement scoring• Advanced customer targeting

• Event scoring• Pre & post

event management

• Landing page offer optimization

• External search landing page optimization

• Internal search offer optimization

• Offer optimization

• Engagement scoring

Using Insight to Create Connected Customer Experiences

Sales and Partner Opportunities

3. Insight-Based Customer Engagement


Insight-based Automation…

Cisco.com

Email / Events

Call Centers

EngageEducateEntice PurchaseDesignInspire/Discovery

Email

GIST

Landing Page with C2C and 800#

No

Qualify for MQL

Email

GISTNoHigh

Score?Email

Offer 1 Offer 2 Offer 3

Yes

High Score?

Yes

• The IP network is the only control point to manage all of these issues and will save me time and money and they’ll work with what I already have.

• Cisco's solution empowers my users to work the way they want, while giving me the control or monetization I need.

• Cisco's validated design / blueprint made it easy and will save me time and money and they’ll work with what I already have.”

• It's not just devices, it's about consistent user experience, scale and security

Social Media & Search


We are Living in Exponential Times…

Yogi Berra

“The future ain’t what it used to be”

Niels Bohr

“Prediction is very difficult, especially about the future”

Thomas Fuller, “Knowledge Doubling Curve”

“Today, the sum total of human knowledge doubles every 2-3 years”

Dave Evans, Cisco Futurist

“In 50 years, 95% of everything we know will have been discovered in those 50 years”


ObservedObserved behaviour

Partially KnownKnown via registration

KnownIdentity sync’d across channelsWith 3rd party data enhancement

FROM UNKNOWN TO KNOWN

AssumedLimited known info

Source: MindShare


Source: MindShare

FROM ARCHERY TO PING PONG


The New B2B Marketing Dynamics

FROM UNKNOWN TO KNOWN

FROM MAD MEN TO MATH MEN

FROM ARCHERY TO PING PONG

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010110010100111101010101

Thank You

Deliver Value to Empowered B2B Customers for Japan TFM&A

Technology

Transcript of Deliver Value to Empowered B2B Customers for Japan TFM&A