how to create captivating social mktg content - virtual workshop

8/3/2019 How to Create Captivating Social Mktg Content - Virtual Workshop

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Cisco Confidential 1 2011 Cisco and/or its affiliates. All rights reserved.

How to Create CaptivatingSocial Marketing Content:

A Strategy for Listening to Your Audience &Building Trust with Captivating Content

Access Webinar Recording
https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=EC&rID=55938582&rKey=845e48b46517ad36https://cisco.webex.com/ciscosales/lsr.php?AT=pb&SP=EC&rID=55938582&rKey=845e48b46517ad36


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2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Jen DoyleSr. Research Manager

[email protected]

Sergio BalegnoDirector of Research

[email protected]

Stephanie MarxMgr, Social Media Marketing

Cisco Systems [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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Key findings from research of over 7,500 social marketers How to conduct social monitoring to collect the information on your

audience that you need

The imperative social metrics you need to be monitoring

How one company achieved a 155% increase in inbound web trafficfrom a social marketing campaign with monitoring and content

Top tactics in developing engaging content to create a viral effect

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Three annual studies of more than 7,500 socialmarketers

Most comprehensive benchmark studies of social media marketing

Social media has advanced in maturity from trial-anderror to a strategic marketing discipline during this period

Result the Social Marketing ROAD Map Methodology

A practical method for mapping an effective social media strategy

Workshop updated with 2011 data


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58%

12%

13%

20%

35%

40%

45%

50%

51%

51%

56%

Improving the quality and cost efficiency of

customer support programs

Recruiting interdepartmental staff to

perform social marketing activities

Integrating social media monitoring andanalytics into a single dashboard

Integrating social marketing data with CRM

and other marketing systems

Improving search engine ranking positions

Achieving or increasing measurable lead

generation from social marketing

Converting social media members, followers,

etc. into paying customers

Achieving or increasing measurable ROI from

social marketing programs

Developing an effective and methodical

social marketing strategy

Improving brand awareness or reputation

Increasing website traffic through social

media integration

Source: 2011 MarketingSherpa Social Marketing Benchmark Survey

Methodology: Fielded February 2011, N=3,342

Objectives for socialmarketing

Increasing website traffic istop priority

Reputation, strategy andROI


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We have a formal

process with

thorough

guidelines we

routinely perform

- Strategic phase

19%

We have an

informal process

with a few

guidelines we

sporadicallyperform -

Transition phase

47%

We do not have a

process or

guidelines for

performing social

marketing

programs - Trialphase

34%


Methodology: F ielded February 2011, N=3,342

Majority of organizations inthe transition phase withinformal processes

About a third still in trial, noprocess or guidelines

Only 19% are strategic,with formal processes


7/54 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

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Monitoringimproves relevance

Relevance

increasesengagement

Engagementpromotes theviral effect

The viral effectsupports socialmarketing success



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Research is the first step in theROAD Map methodology

Benchmarks starting point and helps

define metrics for first ROAD Mapcycle

Knowledge gained guidescontinuous improvement in

subsequent cycles

9



10

Related search phrases Social Media Factors

Industry sector Social voice or strength

Technologies Sentiment

Companies Passion

Brands Unique authors

Products Social reach

Services Content downloads, sharing

Key issues Reviews and recommendations

Industry experts Platform preferences

Key employees Audience segments



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Related search phrases Social Media Factors

Industry sector Social voice or strength

Technologies Sentiment

Companies Passion

Brands Unique authors

Products Social reach

Services Content downloads, sharing

Key issues Reviews and recommendations

Industry experts Platform preferences

Key employees Audience segments



Free tools to measure social

media in general or specificsocial sites

Paid solutions for complex,enterprise level requirements

Marketers are three times aslikely to use a free solution asthey are to pay for use

12

Free social media

analytics and

monitoring

solutions

69%

Paid solution with

basic features and

limited capabilities

12%

Paid solution with

enterprise class

features and

capabilities

11%

Custom solutions

and dashboards

developed in-

house8%


Methodology: Fielded February 2011, N=3,342



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Why segment and profile How to segment and profile

The key benefit to social marketing isthe viral effect

Keep it simple social segmentsbecome sub-segments of DB

Understanding segments enablestargeting with relevant content

Who are your target audiences?

Relevant content increases sharingbeyond immediate audience

Where are they? (Social sites)

Sharing creates the viral effect How are they using social media?

What interests them?


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Why segment and profile How to segment and profile

The key benefit to social marketing isthe viral effect

Keep it simple social segmentsbecome sub-segments of DB

Understanding segments enablestargeting with relevant content

Who are your target audiences?

Relevant content increases sharingbeyond immediate audience

Where are they? (Social sites)

Sharing creates the viral effect How are they using social media?

What interests them?


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Silent Majority

Joins but rarely participates

Reads, watches, listens to UGC

Few friends, contacts, followers

Low level of social influence

Vocal Minority

Joins and actively participates

Shares UGC and commentary

Many friends, contacts, followers

Moderately high level of social influence

Social Authority

Builds and moderates communities

Creates and aggregates UGC

Very many friends, contacts, followers

Very high level of social influence 20


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BreakingPoint Systems, astartup networking equipmenttesting systems provider

Developed and executed asocial marketing strategy to winover a skeptical audience andimpact their sales pipelines


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Generate leads on a limited

marketing budget

Win over skeptical audience ofsecurity and quality assuranceprofessionals in R&D laboratories

Supplement PR, events anddemand-generation campaignswith a social media strategy thatcreated strong relationships withhard-to-find prospects


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Set up a monitoring system tofind conversations pertinent totheir industry and monitoredthese daily

Scanning tools included:

-TweetScan, real time search forTwitter posts

-Google Alerts for industry terms

-Boardtracker.com, whichmonitors technology forums andboards


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Established a blog as firstforay into social media andhub for content

Post-launch, adapted bloggingstrategy based onobservations of relevant onlineconversations and furthermonitoring


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Supplemented blog with acompany twitter account

Created and joined groups on

LinkedIn as open forums todiscuss issues not theirproducts


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Modified PR strategy forblogger coverage

Promoted social media

channels on companywebsite and email signatures

Measured growth of social

media accounts and webtraffic


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Dramatic correlation between the useof social media channels and thegrowth of the companys Web trafficand leads

155% increase in unique Web visitors

55% of leads generated from inboundWeb traffic

75% of marketing-influenced pipelinefrom inbound Web traffic

Social marketing efforts supportedSEO by generating inbound links


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Step #1 Research

What subject matter is going to be both interesting and valuable to our audience?

What topics does our audience want to learn about?

Are there any opportunities for us to fill a void?

What language do they use in their discussions

related to our product or service?

What formats do they prefer?

Articles

Videos

Podcasts

ImagesEtc.


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Balance research withinnovation for optimal

content development

If I had asked what my customers wanted,

I would have made a faster horse.

- Henry Ford


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In Marketing, were constantly testing lead generation campaigns, landing pages, calls-to-action, etc.

Things to test:

Subject matter

Format

Style (Formal? Informal?)

Length

Readability

Timing of distribution

Subject lines / titlesCalls-to-action


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Multichannel messagingstrategy repeatedlydelivers messagingthrough variouschannels

Improving thoughtleadership builds trust

Segmentation improvesrelevance

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16%

20%

21%

26%

27%

36%

37%

45%

46%

Allowing audience to select

communication

Sponsoring third-partycontent

Establishing buyer personas

Testing the timing and

delivery of content

Testing and optimizing

value proposition

Incorporating social media

Segmenting the delivery of

content

Improving thought

leadership

Using a multichannel

messaging strategy

Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey

Methodology: Fielded June 2011, N=1,745


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Best practices in developingmarketing content

Repurposing and reformattingexisting content

Recruiting authors internallyfrom other departments

Outsourcing to an agency

20%

27%

48%

53%

64%

Utilizing social media

to encourage brandadvocates to produce

content

Outsourcing to a

consultant or agency

Recruiting authors

internally from otherdepartments

Encouraging

customers to submit

testimonials and case

studies

Repurposing and

reformatting existingcontent

Source: MarketingSherpa B2B Marketing Benchmark Survey

Methodology: Fielded Aug 2010, N=935


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Problem

Sharing content is critical aspectof social marketing

Creating content is timeconsuming and expensive

Constant pressure to createoriginal articles, posts, videos,etc.

Need for entirely original contentfor social marketing is over-rated

Solution

Many types of content alreadyexists in your organization

Most content has only reachedsmall share of target audiences

Why not repurpose this content?

Repurpose: update or reformatexisting relevant content

Start with audit of existing content

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Content to repurpose Modification and use of repurposed contentNews releases Rewrite in conversational tone and post on blog

Annual meeting video of

CEO

Post video on YouTube

Convert audio to MP3 for downloadable podcast

Transcribe speech and post on blog

Customer case studies Create PowerPoint and post on SlideShare Record PowerPoint with voiceover as video, post on

YouTube

Post video (YouTube embed code) on blog

PowerPoint presentations Record with voiceover as video and post on YouTube

Convert audio to MP3 for downloadable podcast

Rewrite in conversational tone and post on blog

Self-published articles Rewrite in conversational tone and post as a blog series

Record audio to MP3 for downloadable podcast

Outdated blog posts Rewrite with updated titles, references, etc. and post on

blog

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Home Grown 3rd

Party Inexpensive Often expensive X Specific Broad X

Controlled UncontrolledX

Can be pulled down There forever X Technically accurate Can be inaccurate XX Lower value to reader High perceived value X Sales job Endorsement


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How to information, step-by-step instructions

Identify common mistakesyour clients and prospectsmake and offer solutions

Publish responses toquestions your customers

and prospects commonlyask

Respond to popularthought-leadership

content with a newperspective

Interview other thoughtleaders or key industryfigures

Clear up commonmisconceptions ofprospects and customers

Customer interviews andcase studies

Conduct a poll of youraudience, then post theresults


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Social monitoring and content are critical to social marketing success

By segmenting and profiling your target audience, you can improvethe relevance of your content and capitalize on the viral effect

Repurposing and reformatting existing content assets can get youstarted

Multichannel messaging is ideal for engagement

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Jen Doyle, Senior Research Manager, MECLABS

[email protected]

Sergio Balegno, Director of Research, MECLABS

[email protected]


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2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40Cisco Confidential 40 2010 Cisco and/or its affiliates. All rights reserved.

Cisco and the Social Web:The Role of Listening in Developingan Integrated Strategy


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Is the new collaborationsystem betweenemployees, customersand brands

Most efficient listeningand feedback-gatheringchannel available

Accelerates word of

mouth


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OrganizationWeb Sitecisco.com

ContentSharing &

Rating

Forums

SocialNetworks

CiscoBlogs

Blogs

Blogs

Home BasePriority: 1Time Budget: ~50%

OutpostsPriority: 2Time Budget: ~40%

PassportsPriority: 3Time Budget: ~10%

Listening Station Always on

Tuning in to online conversations


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Todays Challenge Multiple conversations from multiple

channels Diverse and fragmented Disruptive force spreads news rapidly

(good and bad)

Relevant Insights

Deep customer insight, market trends,competitive intelligence

Ability to influence and drive thebusiness

Data collection, data analysis, insightdelivery

CustomerGroundswell

Social Media

Online press

Voice of theCustomer

Bloggers /

Influencers

Tradepress


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Find Fansand Advocates

Discover

Product Issues

Crisis / RiskManagement

ProductDevelopmentFeedback

Competitive

Insights

UncoverInfluencers

Sales Leads

CaptureIndustry Trends

MessagePenetration

SocialStrategy

IdentifyEmerging Themes


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0

2000

4000

6000

8000

10000

12000

14000

1-Dec 8-Dec 15-Dec 22-Dec 29-Dec 5-Jan 12-Jan 19-Jan 26-Jan 2-Feb 9-Feb 16-Feb 23-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar

Holidays

Cius/Verizonand IPTV

Earnings

Data Center PortfolioExpansion

Total volume of mentions

Virtualization

Video

Collaboration

Small Business

ConsumerCertification

Mobility / Wireless

Security

Routers & Switches

0 5000 10000 15000 20000 25000

Volume of mentions by topic Mentions by media type

MicroMedia54%Blogs

27%

Facebook

9%

ForumReplies

5%

Other5%


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Conversation CloudVolume of Mentions Across Top Tech Blogs


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2) Small Business Uncovers ProductIssue and Restores Faith of Partner

1) WW Technical Services Discovers TwoP1 Issues and BU Resolves

3) Tandberg Addresses Customer ConcernsOver Acquisition and Calm Fears

P1 issues discovered via Radian6 alerts.

One customer reports total of 17 bugs with Cisco Nexusproducts through various TAC cases.

BU fully engaged and fixes all the reported issues.

Customer pleased with the technical support provided.

Cisco Partner expresses lack of faith in UC560.

SMB actively listening, reach out and uncover product issue.

Product team react quickly, faulty units sent directly toengineers for examination in order to prevent repeat issues.

Partner appreciates prompt response and resolution.

Customers publicly voice their concerns about theacquisition on Tandbergs Facebook page.

Tandberg team actively monitoring and responds via theirFacebook wall and contacts appropriate sales rep to letthem know the customer needs more reassurance.

Team calm fears and avoids any further public escalationof concerns on Facebook.

The loudest customer has since removed his negativecomments from the Facebook wall.

4) Cisco Data Center Enters a New Marketwith Unified Computing (UCS)

First step to entering new terrain is listening and learning towhats being said in the marketplace.

Active listening and strong feedback loops ensure Ciscoslanguage accurately reflects the external realities ofcustomer conversations.

Earns legitimacy by coauthoring content with establishedthought leaders inside the community.

DC team amplifies customer enthusiasts and preemptsdetractors to improve receptivity to their insights.


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Blog topics thatmatter to audience:how technology canhelp SMBs

Credible content:we are technologyexperts

Bookmarking andsyndication toincrease blog traffic


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Inviting Guest Bloggers to theCisco SP Mobility Community

Researched potentialcontributors and experts

Reached out to solicit active

bloggers in mobile industry Resulted in 6 strong

contributors who postedregularly over 12-18 monthperiod:

Posts received 36% of totalviews


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Build a scalable social business

Internal preparedness will help drive external success

Set goals in support of business objectivesWhat are you trying to accomplish?

Map your listening journeyCreate a social listening working group

Optimize & integrate your social presenceHow will customers find you and connect with you?

Create a reason for continued engagementWhy should customers stay engaged with you?

Use listening & measurement data to improveWhat actionable insights can you draw from the data?

Be open & transparentBe willing to share lessons learned


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Upcoming Accelerate! & VelocitySessions

Nov 15thIgniting Performance & Innovation

Nov 16th Measuring Social Media's Contribution to the Bottom Line

Resources & Reference Material on Scribd:

Social Media Monitoring/Listening

Social Media Resources

Full Service Programs in Partner Marketing Central:

Blog Starter ProgramSocial Networks Starter Program

Stay Connected to Cisco Accelerate!
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Cisco Social Hub:http://socialmedia.cisco.com

Cisco Blogs:http://blogs.cisco.com

Cisco Communities:

http://www.cisco.com/web/communities YouTube:

http://www.youtube.com/Cisco

Twitter:http://www.twitter.com/ciscosystems

Facebook:http://www.facebook.com/Cisco

Flickr:http://www.flickr.com/groups/cisco/
http://www.socialmedia.cisco.com/http://blogs.cisco.com/http://blogs.cisco.com/http://www.youtube.com/Ciscohttp://www.youtube.com/Ciscohttp://www.twitter.com/ciscosystemshttp://www.twitter.com/ciscosystemshttp://www.facebook.com/Ciscohttp://www.facebook.com/Ciscohttp://www.flickr.com/groups/cisco/http://www.flickr.com/groups/cisco/http://www.flickr.com/groups/cisco/http://www.facebook.com/Ciscohttp://www.twitter.com/ciscosystemshttp://www.youtube.com/Ciscohttp://blogs.cisco.com/http://www.socialmedia.cisco.com/


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Thank you.

how to create captivating social mktg content - virtual workshop

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