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How to Create Captivating Social Marketing Content:

A Strategy for Listening to Your Audience & Building Trust with Captivating Content
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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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Three annual studies of more than 7,500 social marketers


Most comprehensive benchmark studies of social media marketing

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%

56% 51% 51%

Objectives for social marketing Increasing website traffic is top priority Reputation, strategy and ROI

50% 45% 40% 35%

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%

Only 19% are strategic, with formal processes

Source: 2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2011, N=3,342

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Relevance increases engagement Monitoring improves relevance

Engagement promotes the viral effect

The viral effect supports social marketing success

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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
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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
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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?

Where are they? (Social sites)

How are they using social media? What interests them?

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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?

Where are they? (Social sites)

How are they using social media? What interests them?

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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

startup networking equipment testing systems provider

Developed and executed a

social marketing strategy to win over a skeptical audience and impact their sales pipelines

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Generate leads on a limited

marketing budget

Win over skeptical audience of

security and quality assurance professionals in R&D laboratories

Supplement PR, events and

demand-generation campaigns with a social media strategy that created strong relationships with hard-to-find prospects

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Set up a monitoring system to

find conversations pertinent to their industry and monitored these daily

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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Established a blog as first

foray into social media and hub for content

Post-launch, adapted blogging

strategy based on observations of relevant online conversations and further monitoring

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Supplemented blog with a

company twitter account

Created and joined groups on

LinkedIn as open forums to discuss issues not their products

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Modified PR strategy for

blogger coverage

Promoted social media

channels on company website and email signatures

Measured growth of social

media accounts and web traffic

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Dramatic correlation between the use

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

SEO by generating inbound links

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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?

What formats do they prefer? Articles Videos Podcasts Images Etc.

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Balance research with innovation for optimal content development


If I had asked what my customers wanted, I would have made a faster horse.

- 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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Multichannel messaging strategy repeatedly delivers messaging through various channels

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

46% 45% 37% 36%

Improving thought leadership builds trust

Testing the timing and delivery of content Establishing buyer personas Sponsoring third-party content Allowing audience to select communication

Segmentation improves relevance

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Repurposing and reformatting existing content Encouraging customers to submit testimonials and case studies Recruiting authors internally from other departments

64%

Best practices in developing marketing content

53%

Repurposing and reformatting existing content

48%

Recruiting authors internally from other departments

Outsourcing to a consultant or agency

27%

Utilizing social media to encourage brand advocates to produce content 20%

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

Modification and use of repurposed content


Rewrite in conversational tone and post on blog Post video on YouTube Convert audio to MP3 for downloadable podcast Transcribe speech and post on blog Create PowerPoint and post on SlideShare Record PowerPoint with voiceover as video, post on YouTube Post video (YouTube embed code) on blog Record with voiceover as video and post on YouTube Convert audio to MP3 for downloadable podcast Rewrite in conversational tone and post on blog Rewrite in conversational tone and post as a blog series Record audio to MP3 for downloadable podcast Rewrite with updated titles, references, etc. and post on blog
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PowerPoint presentations

Self-published articles Outdated blog posts

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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

Customer interviews and case studies

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Social monitoring and content are critical to social marketing success

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

Multichannel messaging is ideal for engagement


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Jen Doyle, Senior Research Manager, MECLABS Jen.Doyle@MECLABS.com

Sergio Balegno, Director of Research, MECLABS Sergio.Balegno@MECLABS.COM

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Cisco and the Social Web:


The Role of Listening in Developing an Integrated Strategy

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Is the new collaboration

system between employees, customers and brands


Most efficient listening

and feedback-gathering channel available


Accelerates word of

mouth

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Content Sharing & Rating Forums

Organization Web Site cisco.com

Social Networks

Blogs

Cisco Blogs

Blogs

Home Base Priority: 1 Time Budget: ~50%

Outposts Priority: 2 Time Budget: ~40% Listening Station Always on Tuning in to online conversations

Passports Priority: 3 Time Budget: ~10%

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Social Media Customer Groundswell Online press Bloggers / Influencers

Voice of the Customer Trade press

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

Discover Product Issues

Uncover Influencers

Crisis / Risk Management

Message Penetration Sales Leads


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Total volume of mentions


14000 12000 10000 8000 6000 4000 2000 0 1-Dec

Earnings Cius/Verizon and IPTV Data Center Portfolio Expansion

Holidays

8-Dec 15-Dec 22-Dec 29-Dec 5-Jan 12-Jan 19-Jan 26-Jan 2-Feb

9-Feb 16-Feb 23-Feb 2-Mar

9-Mar 16-Mar 23-Mar 30-Mar

Volume of mentions by topic Routers & Switches Security Mobility / Wireless Certification Consumer Small Business Collaboration Video Virtualization
0 5000 10000 15000 20000 25000

Mentions by media type


Forum Replies 5% Facebook 9% Other 5%

Blogs 27%

MicroMedia 54%

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Volume of Mentions Across Top Tech Blogs

Conversation Cloud

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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 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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Inviting Guest Bloggers to the Cisco SP Mobility Community


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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Build a scalable social business


Internal preparedness will help drive external success

Set goals in support of business objectives


What are you trying to accomplish?

Map your listening journey


Create a social listening working group

Optimize & integrate your social presence


How will customers find you and connect with you?

Create a reason for continued engagement


Why should customers stay engaged with you?

Use listening & measurement data to improve


What actionable insights can you draw from the data?

Be open & transparent


Be willing to share lessons learned

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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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Cisco Social Hub:

http://socialmedia.cisco.com
Cisco Blogs:

http://blogs.cisco.com

Cisco Communities: YouTube: Twitter:

http://www.cisco.com/web/communities http://www.youtube.com/Cisco http://www.twitter.com/ciscosystems http://www.facebook.com/Cisco http://www.flickr.com/groups/cisco/

Facebook: Flickr:

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Thank you.