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Sergio Balegno, Director of Research, MECLABS/MarketingSherpa Meghan Lockwood, Research Analyst, MECLABS/MarketingSherpa
2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
Sergio Balegno
Director of Research, MECLABS/MarketingSherpa Sergio.Balegno@MECLABS.COM
Meghan Lockwood
Research Analyst, MECLABS/MarketingSherpa Meghan.Lockwood@MECLABS.com
Cisco Confidential
Cisco Confidential
Cisco Confidential
Three Phases of Social Marketing Maturity Trial Phase Organization does not have a process or guidelines for performing social marketing. Transition Phase Organization has an informal process with a few guidelines it sporadically performs. Strategic Phase Organization has a formal process with thorough guidelines it routinely performs.
Cisco Confidential
Chart: 46% of organizations are in transition between the trial and strategic phases Challenge: Monetizing the channel and proving ROI to win over skeptics in C-suite who control the budgets
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Social channel monetization factors are top-of-mind priorities for CMOs Goal of social channel monetization: Measureable return on investment Strategic phase organizations are 80% more likely than Trial phase to prioritize ROI Why? Trial phase organizations dont have a process for performing social marketing or measuring ROI
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If social marketing perceived to produce ROI, investment follows Strategic phase 4X as likely as Trial to produce measureable ROI Why? No process, no proof of ROI, no investment Think social marketing is free? Youre destined to get what you pay for!
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Average social media ROI 95% 25% CMOs are doubling their social investment (100% ROI) Overcoming the myth that social marketing ROI isnt measureable Later how to calculate social marketing ROI for the C-suite
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76% agree that many natural search listings today are linked to social media content, so the integration of social media and SEO tactics is absolutely essential. Search algorithms focusing on fresher, more relevant content social media
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Chart: Q. Are you integrating social media and SEO tactics to increase inbound lead generation? Nearly half of respondents involved in inbound marketing for the purpose of increasing lead generation
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Chart: Conversion rates from organic search traffic Search marketers who integrate social media improve conversion rate by 59%. Why?...
Rankings are driven by relevance Relevance increases credibility Credibility drives conversions
How are marketers integrating organic search and social media to guide leads to conversion?
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Without an architecture to integrate social media, leads are lost before reaching a conversion point
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Architecture implementation is key to achieving strategic phase of social marketing maturity Objective is to use social media to systematically generate and guide leads to conversion The hub and spoke architecture is built on three levels
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Everything begins with a search Organic search rankings based on content timeliness and relevancy
Timeliness is characteristic of social media content and conversations Relevancy is optimized with search terms permeating architecture content
Organic search the primary driver of lead traffic to hub and spokes via timely and relevant content
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Synergy of search, social media and content: The whole is greater than the sum of its parts Number of spoke sites not important but having a plan and a purpose for each site is
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Architecture systematically guides leads into the hub for conversion Landing page optimization critical to rate of conversion and ROI
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MarketingSherpa Case Study: 31911 Delivra: email service provider Challenge: list fatigue and limited budget for outbound tactics causing decline in quantity and quality of leads Objective: improve quality and quantity of leads with inbound strategy using existing resources Gap: lack of content and a social marketing architecture to accomplish objective
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Five-step strategy:
1.
Created guidelines to align brand messaging across old/new channels Designed a social marketing architecture with a plan and purpose Produced high-value, search engine friendly content for lead conversion Leveraged automated marketing for rapid response Analyzed and optimized for ROI
2.
3.
4.
5.
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Push to create content for attracting leads looking for email marketing Content guidelines describe services and competitive differentiation Applied across channels all online, customer service, sales reps, etc. Pace of adoption was shocking
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Organic search is the foundation of the architecture Spoke sites for building communities and relationships, and content accessibility
Facebook Twitter LinkedIn Niche social network
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Form data integrated with CRM system for further qualification and sales hand-off process
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Nurturing process for inbound leads different than paid outbound The faster inbound leads were acted on, the faster they converted Inbound leads more likely to have interacted/requested info from co. Inbound leads receive autoresponse confirmation email, but not 5-part series paid outbound leads receive
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Blog now generates 3-4x more traffic than the website Inbound leads increased 70% Quarterly revenue increase 2540%
Annual revenue/account doubled
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Tracking the right metrics for determining the value and cost of social
line results, making ROI easy to determine for that portion. However, 90% of the work has to do with people building their reputation online and helping others, so they can effectively promote the brand online. That big chunk of work is impossible to measure in terms of ROI. Insight from a CMO
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Qualitative, non-financial metrics CAN be measured Quantitative, financial metrics SHOULD be measured Financial values are metrics that matter most for proving ROI
Return on engagement, return on innovation, etc., mean nothing in the C-suite
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Many values can be measured Estimated value of quantitative social media metrics
Likes/Fans Followers
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Actual sales on ecommerce sites can be tracked to social media engagement Most organizations know the estimated value of a qualified lead use it! There are two ways to gain value increasing income and reducing costs
Not factoring social medias ability to reduce customer support costs is a missed opportunity
Which values can and should you use to calculate social marketing ROI?
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Investment side of ROI equals costs associated with social marketing Social falls into two main media categories earned and paid Earned media time intensive tactic requiring more human resources Paid media cash intensive tactic requiring fewer human resources
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ROI analysis: Social lead gen campaign Value: 500 qualified leads tracked to social at est value $150/lead = $75k Cost: Staff plus other expense = $15k
ROI
2011 Cisco and/or its affiliates. All rights reserved.
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Consideration
200% Increased Reach for Data Center Launch 10K+ blog & video views 5.6 Billion Market Impact Score for CRS-3 Launch 176 articles in Top 50 media outlets, 1,000+ original articles total
Routermania CRS-3
Customer Loyalty
Networking Academy surpasses 250K fans Advocacy program lets the users own the experience Partners Engaged in Chat Nearly 50K live views, engaged in hundreds of discussions via social media
NetAcad Data Center Launch Partners Chat myPlanNet TV Contest iPrize Borderless Networks Launch Canada 25
Cisco umi
2010
User Generated Content Serious Gaming Integrated social media plan Live Streaming Video Contest Crowdsourcing Blog & Influencer Outreach Advocacy Program 3D Challenge Recognition Program Facebook Integration
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Uber User Video(s) Using Fictional Characters Uber User Group Cisco Blog Uber User Post Live Cisco Concert Launch Countdown Cisco Web PR/Blogger Outreach Uber User Site Social Media Teaser Buzz Tracking Release Topic Seeding ASR Announcement Virtual Launch Event Social Media Widget Interactive 3D Game Social Media Release
Environmental/TCO Calculator Mobile Web
Influencer Outreach
launch
Feb
2010 Cisco and/or its affiliates. All rights reserved.
Mar
Apr
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CRS-1 Launch
Approach: Traditional, physical event Travel: required extensive audience travel to San Jose, CA Size: 100+ attendance in 100 countries Cost: $20,000+ in airport car service alone Coverage: 87 articles, 135 press attended events
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Used product to
show experience
Partnered with influencers
opportunities
S oc ial media bac k c hannel s hare your thoughts !
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21,500
Identified leads from
engagement
Added new customers
4.5%
% converted to a paying customer
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Contest Launch/Jan10
2011 Cisco and/or its affiliates. All rights reserved.
New Business/July
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www.ciscolive.com
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400 customers from 20 countries registered for app + game 3,200 check ins during the week 54k points earned & 760 virtual stickers awarded 70 ratings & 235 comments
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Twitter.com/ciscolive
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begin in-depth technical conversations that influenced over $80M in ASR 9000 sales
Video views tied directly to
Ad Impressions (Awareness)
Result (Purchase)
Recordings & Slides from Previous Sessions Leveraging Inbound Marketing for Lead Generation Recording | Slides How to Create Captivating Social Content Recording | Slides Resources & Reference Material on Scribd: Social Media Monitoring/Listening Social Media Resources Full Service Programs in Partner Marketing Central: Blog Starter Program Social Networks Starter Program Stay Connected to Cisco Accelerate!
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Thank you.