Demand Gen Case Study on Social Media

SOCIAL MEDIA CASE STUDY FOR AEGIS GRAHAM BELL AWARDS

Submitted by : Allied Digital Groupwww.adgonline.inTel. No. : +91-129-4107527,4116536

SYNOPSIS

• About Allied Digital Group• How Cisco India Leveraged Social Media

Platforms for a 360 Degree engagement with TDMs, BDMs and CTOs

• The 3 Pillars that ADG integrated for a web viral

• How we did it• What was the outcome

Pioneer in Digital Media Marketing and Innovations.

Core competency : Lead Gen and Demand Gen Programs, Display Innovations, Social Media, Applications, Mobile and Search Marketing

Clientele Genre : B2B and B2C

ADG's Motive: To improve your Business, whether it is Brand building or increasing sales

Geographic Presence :HQ : DelhiBranch Offices: Chandigarh, Mumbai and Bermingham

WHO ARE WE ?

CASE STUDY ON 360 Degree SOCIAL MEDIA ENGAGEMENT FOR CISCO

INDIA

• Introduced Cisco Social Media Program on Facebook, LinkedIn and Twitter.

• Partner Messages and mail shots to spread awareness

• Web events catering different expertise

• Viral engagement – Targeting the Cisco community

• Creative content display with Call to action

• Measurement of Engagement / Interest Level

• Score wise segmentation of the Active Community

• Rewards and Recognitions

WHAT WE DID?

Incept InviteEngageRetain Listen

How we did it ?

Cisco gave us a herculean task of targeting TDMs ( Technology Decision Makers) and BDMs ( Business Decision Makers) and building Brand presence and community for Cisco India on Social Media Platforms

“And we took the challenge”

PRODUCT GROUPS

DATA CENTER AND VIRTUALIZATION

BORDERLESS NETWORKS

COLLABORATION

TARGET SEGMENTCTOsIT HEADSTDMsBDMsTechnology Purchase Decision Makers

The Mission was to build a very niche community of

the mentioned target Segment. Non Cisco, Non

Students etc.

GUAGE METRICS: What were Cisco’s expectations ?

MONTHLY ACTIVE USERS

% FEEDBACK ON ALL POSTS : 0.9%-1%

POST VIEWS AND POST FEEDBACK : 40-45% OF OVERALL FANBASE

RETWEET RATIO : 50%

KLOUT SCORE: 45+

Integrated the 4 Pillars for Cisco India

Cisco India Social Media Presence

Cisco Social Media Ambassador Programme

Cisco Interaction Network

Cisco Connected Government

Journey began on April 4th 2011

Cisco India Presence On Social Media Platforms

Create traction for fans by embedding an interactive Cisco India Video on the

Page

HOSTED MICROSITE INTERFACE

LEADING TO CISCO INDIA WEBSITE

Account Set up, Created a new Tab (A users lands on this Engagement

Page when he likes Cisco India )

Engaging with users through

contest and promotions

RAVE REVIEWS FROM CISCO CUSTOMERS

Incentivized Like page to attract

maximum eyeballs

Lead Generation through Sweespstakes and Wildfire Applications

Lead Generation

form to convert

prospect customers to

potential buyers

We captured whopping

300+ Leads from

Enterprise Audience and IT Purchase

decision makers in a spam of 30

Days

Cisco India reach on twitter

Cisco India global influence score:

675

Fan following consistently increasing

on Twitter Network

Engagement and Outreach

Interaction and Engagement on Twitter Network

Cisco India is followed by 1600+ IT professionals and 481 links have been shared in the Twitter community

CISCO SOCIAL MEDIA AMBASSADOR PROGRAMME

We promoted Social Media Ambassador Programme for Cisco to bring engagement within Cisco India Ecosystem

PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS AND INTEGARTING LIVE EVENTS

Included the links of Facebook event page and

twitter handle within these mailers.

Live Events

Blogging Contest for Cisco Enthusiasts

This worked as a fair medium to engage users and also monitor their involvement as per their

expertise areas.

A mini-website which covered pillar to post info. On Cisco Social

Ambassador Program

Microsite of Social Ambassador Club

The Cisco Loyalist Badges

This not only promoted Cisco’s Ambassador Drive

but also helped us to segregate the Cisco people

on SM platforms

Audience spilt through Cisco Social Ambassador Program

On the basis of Cisco Social Media Ambassador Activity initiated for niche community of Cisco employees in India, monitoring their activity

and engagement and knowledge on Social Media

Live Training Rev-Up and more…

•Invited Cisco team to join Cisco India, Cisco Connected Govt. & CIN Facebook pages.

•Floated Poll Questions on the basis of Live Trainings held

• Quizzes and random questions from the online trainings

• “How To” articles from different expertise areas

•Personalized messages seeking Feedback on the trainings in order to receive accurate responses.

•Group Discussions in the Cisco C Club/ sub-groups relevant to Cisco architectures

•Floated Tweet-a-thon of #tags on the basis of key topics discussed in the live trainings

Community building on Twitter

Inspirational / Experienced Cisco members’ activity highlighted which the subordinates followed and also invited their followers to join in the community

Niche Targeting via LinkedIn

This can be join Group/ Community/ Event/ Page Invitation sent directly to

user’s inbox

CISCO INTERACTION NETWORK

FEW INTERACTIVE AND EFFECTIVE HIGHLIGHTS:

LIVE STREAMING

APPLICATION INTERFACE: MONKEY SURVEY, SWEEPSTAKES, WILDFIRE, NORTH SOCIAL etc.

SMO/SOCIAL BOOKMARKING FOR MANUAL PROMOTION

NPS SCORE REVIEW

LEAD GEN PROGRAMMES

Automated RSS/ Atom Feeds

For all the recent Press Notes, How to Videos, Features or

Articles by Jimmy Ray Purser; we can create an RSS Graffiti

INTERACTIVE USER

INTERFACE

SWEEPSTAKES APPLICATION FOR LEAD GENERATION

CISCO CONNECTED GOVERNMENT

Human Face to Cisco PSU Segment

Corporate Social Responsibility

Cisco India participation in

Government Projects

Social Index (Events on Flicker) : Cisco Connected Government Initiatives

Social Index : Cisco Connected Government Initiatives

• On the basis of Social Listening tools, Cisco India Social Media presence is amongst the top B2B Digital Landscape in India

• A refined Community of Approximately 50,000 CTOs, IT Heads, TDMs and BDMs on Facebook, LinkedIn, Twitter and YouTube

• Head to head progression with Cisco’s Global Presence

• India has been applauded in APAC for the Social Media initiative. Our performances have the lead the way for other regions to follow

• Increased SOV for products and Solutions of Cisco India on the web

• Social Media has hogged the limelight and has been practically focused upon for all the Cisco India internal employee

WHAT WE ACHIEVED?

THANK YOU