CASE STUDY ON HOW ADG BUILT A LOYALIST COMMUNITY AND INCEPTED A DIGITAL DEMAND GEN FUNNEL FOR CISCO INDIA ON THE WORLD

WIDE WEB

Presented by : Allied Digital Groupwww.adgonline.in

THE OBJECTIVE?

TO BUILD SHARE OF VOICE AND SPEARHEAD PERFORMANCE LED CAMPAIGN TARGETING THE PRIME TECHNOLOGY PURCHASE DECISION MAKERS

SYNOPSISCISCO INDIA : A PROGRAMMED JOURNEY

HOW ADG INTERLINKED NICHE SELLING SKUs IN FOCUS

DEMAND GEN AND VIRAL TACTICS

SYNERGIZING OFFLINE AND ONLINE

THE RETURNS AND DELIVERABLES

“Hi, I am looking at marketing arsenals to supplement sales”

“Hi, A media mix that is also ROI Lead, Niche with No spill over. Is it possible?”

“Synergizing Offline and Online…. Possible for a brand like Cisco?”

“We want an ambassador Program for the Cisco Employee”

THE EXPECTATION?

What

AND THE JOURNEY BEGAN……..

Positioned Cisco as the “Thought Leader in Networking and Technology as a domain”

The Ground Work?

We took a Deep Dive to understand the behavior of Targeted Segment in question…

And Conducted Offline and Online Surveys

This included a lot of Understanding of the Market , the USP and Technology behind the Products

IDENTIFIED TOUCHPOINTS : CONCEIVED THE FOLLOWING PROGRAMS

Referral Programs

NICHE COMMUNITY

SHARE OF VOICE

CISCO SMB VIRTUAL MARKET PLACE : A Shift towards e-Commerce

BRAND LISTENING ACROSS THE WEB

CISCO SOCIAL MEDIA AMBASSADOR PROGRAM

OCP CAMPAIGN : One of its kind campaign

Leveraging Content to populate Cisco’s honor at

Frost and Sullivan Awards

ADDITIONAL CUP CAKES

Social Coverage and Podcast for INTEROP 2012 broadcasting Jimmy Ray Purser’s Visit to India

THE OVERVIEW OF THESE TOUCHPOINTS

CISCO SMB VIRTUAL MARKET PLACE : A Shift

towards e-Commerce

VIRTUAL MARKETPLACE FOR CISCO TARGETING SMBs

A SHIFT TOWARDS E-COMMERCE

http://smbmarketplace.cisco.com/

Acquired a Prospect base of 4000+ in a span

of 3 Months.

200+ Leads in 30 Days

OCP CAMPAIGN : One of its kind campaign Leveraging Content to

populate Cisco’s honor at Frost and Sullivan Awards

CREATING RIPPLES AROUND CISCO’S HONOUR AT

FROST AND SULLIVAN AWARD

We Blew the Success

Trumpet!!

Our Recipe of Success

Organic Content Populationo All content-sharing platforms used to amplify the content

organicallyo Capitalizing on the power of Video through YouTube

Organic Content Populationo All content-sharing platforms used to amplify the content

organicallyo Capitalizing on the power of Video through YouTube

• LinkedIn Sponsored Updateso Recently announced LinkedIn feature (August W2) enabling

one to target better and promote your content effectively

• LinkedIn Sponsored Updateso Recently announced LinkedIn feature (August W2) enabling

one to target better and promote your content effectively

• Social Media Lever (Facebook, Youtube)o Creating visibility through paid ad module (both text and

Video ads)o Focused on Facebook to leverage the 106K strong Cisco

India Facebook Community

• Social Media Lever (Facebook, Youtube)o Creating visibility through paid ad module (both text and

Video ads)o Focused on Facebook to leverage the 106K strong Cisco

India Facebook Community

1

2

3

100 Reads100

Reads

169 Views169 Views

1970 users online

Cisco India WebEx Page

Targeted Page

Number of Content Sharing Platforms Leveraged

Number of Submissions

Done

Estimated Number of Views

8 256+ 1,738+

BANNERS ADS ARE BYGONE…!!WE LEVERAGED THE CONTENT”

BRAND LISTENING EXERCISE TO KNOW

HOW IS CISCO

BEING HEARD ON THE WEB

Tools Used

WE HEARD WHAT THE AUDIENCE WAS SAYING!!

Cisco IndiaCisco India Avaya IndiaAvaya India HP IndiaHP India Microsoft IndiaMicrosoft India

INSIGHTS ANALYTICS BY DELVING DEEP

Social Coverage and Podcast for INTEROP 2012 broadcasting Jimmy Ray Purser’s

Visit to India

LIVE COVERAGE AND BROADCAST

OF JIMMY RAY PURSER IN INDIA AT

INTEROP 2012

PRE CURTAIN RAISER

CROWD SOURCED INNOVATION

INTERACTIVE USER INTERFACE INTERLINKED WITH DEMAND GEN

BACKEND

Live Coverage

and Broadcast

Of Cisco TechWise TV

Event

VIDEO STREAMING THROUGH FACEBOOK ACROSS 50 CITIES IN INDIA

SOCIAL MEDIA AMBASSADOR

PROGRAM : PROCESS

INTER-OPERATIBILITY

CISCO SOCIAL MEDIA AMBASSADOR PROGRAMME

Cisco Cisco

Engaged with the Internal Work ForceCisco Loyalist Badge

TO CREATE SENSE OF BELONGINGNESS TOWARDS THE BRAND AND HONOUR CISCO WHIZ KID

Cisco Captive Audience Split; on the basis of HR Program initiative through Social Media Channels

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

PARTNER MESSAGING , ELECTRONIC DIRECT MAILERS AND INTEGARTING LIVE EVENTS

Included the widgets and handles for

increased response

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 CARROT APPROACH

APPLICATION VIRALS

Registrant enters his/her data & uploads

the picture to enter contest

Registrant enters his/her data & uploads

the picture to enter contest

Is he / she a

relevant contact

Is he / she a

relevant contact

Send a ‘B’ category gift and a ‘Thank You’

mail

Send a ‘B’ category gift and a ‘Thank You’

mail

Is he on FB/Twitter and a part

of our follower

list

Is he on FB/Twitter and a part

of our follower

list

No

Yes

Invite him/her to become our follower and follow him/her

Invite him/her to become our follower and follow him/her

No

Send him the gift and Thank You

mail

Send him the gift and Thank You

mail

Make a courtesy Thank You tele-call &

get his DOB/DOA

Make a courtesy Thank You tele-call &

get his DOB/DOA

Put a process in place to send him

bouquet on DOB/DOA

Put a process in place to send him

bouquet on DOB/DOA

Yes Is he a CXO

Is he a CXO

Addition Invite him to C-club

Invite him to C-club

Yes

No

A SYSTEMATIC APPROACH

Integration with other Social Channels

INTEGRATION TO GENERATE RESPONSE AND QUALIFIED LEADS

TO GATHER NET NEW NAMES INTEGRATED WITH MONETIZATION ACTIVITY

CREATING SYNERGIES BETWEEN OFFLINE, WEB AND BRAND CALL OUTS

Cisco India participation in

Government Projects

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

Integrating Offline Event through Live

Stream Coverage

Social Index : Cisco Connected Government Initiatives

We Live streamed off

ground Technical Demos by Cisco

BRAND CAMPAIGN INTEGRATION WITH DISPLAY

Corporate Social Responsibility

Integrating Cisco CSR

Projects with Social Media

Networks

SOME MORE CUP CAKES THAT WE PUT IN CISCO’s WEB BASKET

PROGRAMMATIC MEDIA BUYING

CISCO BOOK CLUB ACTIVITY OUR STEP TOWARDS NURTURING

Demand Generation through Innovative and

Engaging contestsOver

3 Lac + Page views

in a day

200+ Registratio

ns in 5 Days

Overwhelming Response!!!

Insights:Monthly Active Users: 4114 (40%) % Post Feedback : 0.6-0.9% Post Views+ post feedback : 1063 (12%)

Create traction for fans by

embedding an interactive Cisco India

Video on the Page

HOSTED MICROSITE INTERFACE LEADING TO CISCO INDIA

WEBSITE

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

THE IMPACT

• 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 1 Lac+ 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 AND GO

VIRAL WITH ADG