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At Cisco, we're on a mission to create the first fully engaged B2B company. Routing conversations in real-time to the right teams is a critical step. Learn how Cisco is starting to make this a reality!
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Cisco Public 1© 2013 Cisco and/or its affiliates. All rights reserved.
ABC Listening & Engagement at CiscoCharlie Treadwell, Real-Time Marketing Manager
February 2013
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
At Cisco, we’re on a Mission to create the 1st Fully Engaged B2B Company
Operational
TraditionalExperimental
Impactful
Stage 5
Fully Engaged
Stage 4
Stage 3
Stage 1Stage 2
• Dabbling in social listening occurs
• Initial understanding of conversation landscape
• Perceive potential benefits of listening
• Still disconnected to business operations
• Share insights broadly
• Key players/responders identified (i.e. product, marketing, support)
• Develop initial response process, start engaging
• Starts to be embedded in business operations
• Executive sponsorship
• Social listening and engagement drives real business results
• Cross-functional teams partner to listen, engage consistently and make changes based on insights
• Listening data matched with other data to provide real-time overall health of brand
• Customer understanding occurs via focus groups, surveys, or phone channel/support
• No concerted effort around social listening; possible skepticism about benefits
Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/
Moving us towards Stage 5
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 3
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Where we’re at today… 5,000 to 7,000 mentions daily of Cisco
Source: Radian6
Volume of Mentions
Business News
Announcement
Launch
Acquisition
Other
Unveiling of Mobile Network Platform
and Cloud Connect Solution
Firmware update forcing router admins into Cisco’s
cloud management program
Announcement of plans to layoff 2% of workforce as
part of ongoing restructuring efforts
Quarterly reports exceed estimates (stock soar 10%
and boost to dividends
But how do we find the gems in all that noise? Help!
Feedback
Leads
Advocate!
Rant!
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 4
We believe Social Media Listening starts with ABCs and 123s
1
2
3
Social Media Noise PriorityAction-Based Conversations
ABCs
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
• Support – Request for help resolving real-time issue (support)
• Question – Question that doesn’t require support resource (tech docs)
• Critic – Insult that merits brand management consideration (PR)
• Buzz – Praise from Cisco brand advocate (marketing)
• Lead – Pronouncement of near-term purchase decision (sales)
• Idea – Request to enhance a product with a new feature (product dev.)
• Ambush – Communication from an unauthorized provider of Cisco products (legal)
First we classify the Action-Based Conversations (ABCs)
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 6
Then we prioritize them with a response SLA using 1-2-3
Priority 1
Action required within 24 hours. Escalation email triggered, immediate follow up required.
Priority 2
Action required within 72 hours. Assigned to responsible party and added to queue, action required.
Priority 3
No immediate action is required. Left up to assigned user’s discretion to take action.
This varies by business unit, and community. B2C companies tell us they respond in a matter of minutes, not hours or days.
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 7
Using human validation to review human conversations to apply tags for an automated process
Social HubRules & Conditions
Trigger Actions
critic webex P2 support webex P1 buzz webex P3
THENSend to Webex PR
Recommend follow up within 48 hours
buzz webex P3
IF
If “critic”And “webex”And “P2”
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 8
Dee: Yes. And I Apologize for the late response. We've learned that you have an interest in getting a switch. How can we help you further on this?
[Customer]: Networking isn't my forte- I know just enough to be dangerous. I've got three switches at least in my environment already and I'm adding another.
[…full transcript omitted…]
Dee: Since you are not experiencing problems as of the moment, I think the SG200 would be suitable for you. This switch will create a new group outside of your current setup
[Customer]: Yeah, we'll likely just order it form Newegg.
[Customer]: Thanks for your help Dee.
We’re even capturing leads by integrating with our Global Demand Center
Click-to-ChatDee: hi David!
[Customer]: Hello Dee, I see you already know who I am.
Exit Feedback: Excellent Rating!
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team
Cisco has a large network of engaged employees with knowledge and expertise
Listening LiaisonPartner/Field
Mktg, etc. Social Media Listening Center, Digital & Social
Media Marketing
Listening LiaisonProduct/Solution Marketing, etc.
SMEs
SMEs
Dedicated Team for Support Response & Engagement,
Technical Services
Listening LiaisonCrisis Comms, etc.
Listening LiaisonProduct/Solution
Mktg, etc.
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 10
Design of the business rules is just as critical to ensure there’s someone at the other end of the line
2 Weeks
4 Weeks
4 Weeks
8 Weeks
Complexity of Rules
Co
mp
lex
ity
of
Org
an
iza
tio
n
Low High
Low
Hig
h
• Design of Business rules may require extensive up-front research and development based on 2 primary variables
• The chart to the right estimates development time for business rules based on complexity of organization and rules
* Time is approximated
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 11
•1 Agent Reviews ~1000 posts per hour•5-7k per day•Agent review and tags ~3% are ABCs•Social Hub routes 100-300 ABCs per day
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So how many conversations can you monitor and route each day?
Source: Radian6
Volume of Mentions
Support
Lead
Question
Critic
Buzz
Help!Feedback
Leads
Advocate!
Rant!
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