Socializing your Brand in the B2B MarketPlace:  Tips for engaging employees, connecting customers, partners and creating business value through the power of social media.

1. Socializing Your Brand
in the B2B Marketplace
Tim Husband, Digital Marketing Manager, Cisco Canada
@CiscoCanada; @thusband
September 13 2011
13,
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2. Game mechanics make the difference Video + Mobile + Social = Brand Power
Social graph expands rapidly online Next…Social CRM connects social to sales
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3. Traditional interactions
Retailers &
1. Transaction‐driven
Consumers
2. Monologue‐driven
Channel & 3. Static influence
Partners Employees
p y
4. Limited listening posts
Share of 5. Satisfaction & cost
hearts,
minds, and
minds and
markets Social business interactions
Press & Stakeholders 1. Interaction‐driven
Analysts
2. Dialogue‐driven
3. Dynamic influence
Observers &
Industry experts 4. Unlimited listening posts
5. Loyalty & efficiency
5 y y y
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4. Content
Sharing &
Rating
Forums
Organization
Web Site Industry
cisco.com/ca Communities
Blogs
Other
Blogs
Cisco
Blogs
Home Base Outposts Passports
Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station
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Tuning in to online Conversations Framework by Chris Brogan
4
Always on

5. Objectives Audiences Approach
• Encourage the use of • Employees using • Social Media Policy
social media, but… corporate and personal
social media • Educate
• P t t b th the
Protect both th
company • External visitors to • Listen
and individuals corporate social media
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6. Acquisition
Earnings
Posts
Major Event
Product Launch
P
Time
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7. Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes
Y Yes
Y
No Assess the
Does customer
Do you want Evaluate the
need/deserve more
to respond? message purpose
info?
No Yes Unhappy Yes Are the facts No Gently correct the
Response Customer? correct? facts
No
Yes Can you add No Dedicated Yes Are the facts No
value? Complainer? correct?
No Yes
Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue.
No
Yes
Let post stand and
This framework was built using the USAF Blog Triage. monitor.
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8. “I’m amazed that Cisco sent me a personal
Twitter message congratulating me on my
100% exam result! What a way to curry
favour! I love it when companies use
technology well!”
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12. Klout scores are a measure of
social influence and are useful for:
• Influencer
Engagement
• Competitor
Benchmarking
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13. Source: Eloqua
http://topliners.eloqua.com/community/see_it/blog/2011/09/09/eloqua-chart-of-the-week-klout-and-conversions
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14. • Consistency across all mediums
• Social listening informs strategy
• C
Company wide participation
id ti i ti
• Build content and add value
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15. Percent Rating “Very Useful”
TOTAL n=300
100
80
72
60
40 20
20 9 7 7 6 5 4 3
0
Manufacturer
M f t Manufacturer
M f t Social Media
S i l M di On-Line
O Li Manufacturer
M f t TV Ad
Ads Product
P d t Billboards
Billb d Radio Ads
R di Ad
Websites Blogs Ads Banner Ads Social Media Placement in
Pages TV Shows
Percent Who “Do Not Use” Each Source
e ce t o o ot Use ac Sou ce
TOTAL n=300
100
80
60
40
10 11 6 13 5 6 7 12
20 1
0
Manufacturer Manufacturer Social Media On-Line Manufacturer TV Ads Product Billboards Radio Ads
Websites Blogs Ads Banner Ads Social Media Placement in
Pages TV Shows
Q9 How useful are/is (insert information area)? Would you say they are ?
are…?
Scale: Very Useful=3 / Not At All Useful=1
Source: Spring 2011, Market Research, Cisco Strategic Marketing
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16. Social Aggregate social content and
Streams keep users on Cisco.com
Like and Implement on product,
Comments program and collateral pages
Social Increase registrations and
Log-in conversions with social log-in
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22. Video + Mobile + Social = Brand Power
Video in email marketingg
has been shown to
increase click-through
rates by over 96%
96%.
Source: Implix 2010
By 2015, 38 billion
minutes of video will
cross the Internet in
Canada every month,
up from 8 billion in 2010. A minute of video i worth
i f id is h
Source: 2011 VNI Study, Cisco 1.8 million words

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26. 1. Set Goals and Objectives
What are you trying to accomplish?
Ensure senior leadership team recognize business value
2. Know the Rules
Define rules of engagement
Encourage employees
g p y
Protect through Governance
3. Listen
Gain Insight. Build intelligence on your brand, overall business,
customers and competitors
d i
4. Engage
Turn expertise into branded content
5. Integrate
Ensure social strategy is part of all your marketing plan
6. Measure and Review
Measure impact and link back to objectives
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27. Thank you.