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BSI,[object Object],Social Media forBreakthrough B2B Marketing,[object Object],Marketing 2.0 Conference, Paris 2010,[object Object]
Jointheconversation,[object Object],MARKETING 2.0 CONFERENCE,[object Object],www.marketing2conference.com,[object Object]
Social Media for Breakthrough B2B Marketing ,[object Object],Aarti Gurnani,[object Object],Head of Service Provider Marketing, Europe,[object Object]
Social Media at Cisco,[object Object],1K+ videos,[object Object],2.2M views,[object Object],Top video: ,[object Object],Future of Shopping (1M views),[object Object],20 external blogs 500k views/qtr            # comments              up 164%,[object Object],108 Cisco feeds with     200k followers, up 60%,[object Object],Top exec: P. Warrior 1.5M+ followers,[object Object],79 Cisco groups with 85k fans, up 29%,[object Object],16k employees on Cisco group,[object Object],350+ podcasts,[object Object],200k streams,[object Object],Rated 5 stars on iTunes!,[object Object],300+ photos,[object Object],400k views, up 100%,[object Object],Top set: Cisco Live   (2k views),[object Object],4,[object Object],© 2010 Cisco Systems, Inc. All rights reserved.,[object Object],Cisco Confidential,[object Object],LB_SocialMedia_Mar10,[object Object]
Be Present,[object Object],Influence,[object Object],Stimulate,[object Object],Cisco’s Social Media strategy…,[object Object],[object Object],	(Twitter, YouTube, Facebook, LinkedIn, etc.),[object Object],[object Object]
Integrate across channels (RSS feeds)
Promote campaigns & events
Stimulate with competitions
Create venues for customer conversations
Measure conversation impactIntegrateinto ,[object Object],“BAU”,[object Object],[object Object]
Identify influencers
Engage in discussion
Invite to comment,[object Object]
1. Be Present,[object Object]
Twitter: simple, impactful microblogging,[object Object],Over 1.4 million followers!,[object Object]
Twitter: local conversations growing,[object Object],Almost 7500 followers,[object Object],in 9 months,[object Object]
Social Media advertisingExtending the reach,[object Object],>100% increase in followers,[object Object]
You Tube,[object Object],Over 520,000 views, 4.5 stars,[object Object],Over 171,000 views, 4.5 stars,[object Object]
Competitions:Digital Cribs: Heaven or Hell video competition,[object Object],63,000 Views,[object Object],23,000 Comments,[object Object],12 finalists, 2 winners,[object Object]
Proof is in the NumbersIntegrated Social Media Launch Strategy,[object Object],CRS-1 Launch,[object Object],ASR 1000 Launch,[object Object],Approach:  Traditional, physical event,[object Object],Approach:  Virtual, Viral and Visual:  Leveraging Web 2.0 technologies,[object Object],Travel:  None – saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas,[object Object],Travel:  Required extensive audience travel to San Jose, CA,[object Object],Size:  100+ attendance  in 100 countries,[object Object],Size:  Global– 7,000+ attendance in 128 countries,[object Object],Cost:  $20,000+ in airport car service alone,[object Object],Cost: Less than ONE-SIXTH of CRS-1 launch expense,[object Object],Coverage:  245 articles, 1000+ blog posts, 45M+ impressions,[object Object],Coverage:  87 articles, 135 press attended events,[object Object],13,[object Object],© 2010 Cisco Systems, Inc. All rights reserved.,[object Object],Cisco Confidential,[object Object],LB_SocialMedia_Mar10,[object Object]
2. Influence,[object Object]
Identify the conversations to follow,[object Object]
Where are they are happening?,[object Object]
Identify top communities,[object Object],Key network hubs to listen to & engage with,[object Object],Marketing Facts,[object Object],Marketingfacts.nl,[object Object],The most influential platform for interactive marketing - hosts 170 guest bloggers who write around marketing & online social media.,[object Object],There are a number of key influencers in that blogger list and thousands of other blogs reference articles from it or link directly to it.,[object Object],Frankwatching,[object Object],Frankwatching.com,[object Object],Frankwatching is another platform site that hosts 85 guest bloggers.  It brings news and opinion on digital trends.  It has a particular focus on trend watching so is a perfect platform to engage with around Visual Networking.  ,[object Object],Again, some of the biggest influencers are contributing to the news.,[object Object],The Dutch Cowboys,[object Object],Dutchcowboys.nl,[object Object],Dutchcowgirls.nl,[object Object],The Dutch Cowboys is one of the largest relevant hubs we identified. It’s a collaboration of 60 influential bloggers talking about gadgets, technology, social media and the internet. They have a counterpart, aimed specifically at girls called the Dutch Cowgirls.,[object Object],It has a huge reach which seems to not only span the influencer and technology professionals crowd but also has wider consumer appeal too.,[object Object]
Identify top influencers,[object Object],……and engage with them,[object Object],Erwin Blom,[object Object],thecrowds.nl/,[object Object],erwinblom.nl/,[object Object],Erwin is an influential blogger who used to run a digital department of a major Dutch TV channel. He is one of the 3 founders of ‘The Crowds’, a social media hub and blog.,[object Object],He also blogs frequently for the influential hub ‘Marketing Facts’ and is referenced a lot in articles on Webwereld.,[object Object],Has a particular interest in developments in digital TV & technology innovation.  With this interest and his authority in influential circles he would be a key person to engage.,[object Object],Erno Hannink,[object Object],ernohannink.nl,[object Object],enthousiasmeren.nl,[object Object],bizblogmeeting.ning.com/ socialmediaevent.ning.com/ ,[object Object],A consultant who helps companies use the internet to reach new customers.  He co-runs two social networks which are real world events – Biz Blog Meeting and Social Media Event.  ,[object Object],Erno is a key influencer, his blogs have a very high ranking and thousands of other bloggers have referenced his articles.  He also has a particular interest in video and online – he has done presentations to companies about video and has discussed video and the video social networking site Seesmic on his blog.,[object Object],Ronnie Overgoor,[object Object],ronnieovergoor.blogspot.com/,[object Object],linkedin.com/in/ronnieovergoor,[object Object],Internet entrepreneur and consultant for brands and digital agencies. Ronnie has a weekly talk show on Dutch TV show Pitch talk which focuses on innovation in internet technology. He is also one of the Blueshots TV founders. ,[object Object],He is interested in and discusses online video and social networking on his blog.  We think he is an ‘influencer of the influencers’ – his audience is big brands and digital agencies, who he consults to and who would be likely to watch the TV shows he features in. ,[object Object]
Cisco UCSPR Campaign – Phase 1,[object Object]
Cisco UCS PR Campaign – Phase 2,[object Object],[object Object]
Outreach to influencers to collect questions for next video
Stimulated blogging about the outreach – they become Cisco’s ears to the market,[object Object]
Corporate Blogs: Engaging customers in conversation,[object Object],Integrate all SM channels,[object Object]
Crowdsourcing:Customer led new product innovation,[object Object],[object Object]
 1,200 ideas
 Public voting
Fostered global collaboration
$250,000 prize
Winner created new Cisco Business unit,[object Object]
Communities:  Experience Provider CentralBlends social media and traditional outreach,[object Object],[object Object]

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