B2 b marketingprofs_socialcrm
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The document discusses Cisco's use of social media data and analytics. It outlines the costs associated with traditional marketing methods like call centers versus cultivating customer interest organically. It then describes Cisco's social data infrastructure, which collects both public and private social data using various tools. Cisco analyzes this data to develop social personas that classify users based on their social engagement. These personas are used to personalize marketing campaigns and customer experiences.
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B2 b marketingprofs_socialcrm
- 1. Leslie Lau, Cisco Systems @lelau © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
- 2. Cost of renting a list = $ Cost of an agent making a call = $$ Cost of managing a call center annually = $$$ A customer expressing interest proactively: Priceless © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
- 3. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 3
- 4. Chapter The Evolution of Social Media Chapter The Breadth of Social Data Chapter Developing Social Intelligence Chapter Personalizing the Experience Chapter Building Your Own Capabilities © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 4
- 5. 2015 Integrated 2005 Experimental 2010 Operationalized People, Process & Communities Social Engagement Integrated Technology & Platforms Proof of Concept © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
- 6. Collect Enrich Use Engagement © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 6
- 7. Social Login Social Conversation Content Todd Smith Social Personas Cisco Contact Data Business Data: Support, Transactional, Web, etc. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 7
- 8. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 8
- 9. 1 Radian6 API SocialMiner API Private Data: Communities, Blogs Enables teams to import both private and public social data into a Cisco-internally owned area. 2 Flume Service for efficiently collecting, aggregating, and moving large amounts of data. 3 Cloudera Hadoop File System Enables high throughput access to large social datasets. 4 Tiger Me Expands dataset inclusions to PDF, PPT, JPG, and DOC data. 5 RapidMiner Mahout SAS Expands data analysis across multiple tools of choice, per team preferences. 6 Tableau Webex Social Widgets SMLC Expands reporting across multiple tools of choice, per team preferences. Our Social Data Lab leverages a highly efficient social data infrastructure for latent-free distribution of statistics-driven customer and competitor intelligence predictions. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
- 10. It all started with this… © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 10
- 11. • We use Social Personas that help us to classify a contact into overlapping levels of social participation • These personas are then used to improve detection of buying behavior by incorporating the contact’s social interactions with existing data Socially Engaged Socially Active Socially Passive • Joiners • Collectors • Critics • Conversationalists • Creators • Spectators © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 11
- 12. % Social Persona Categories by User ID 78.7% 63.6% Low Medium High Very High 54.6% 24.9% 18.0% 9.3% 8.3% 3.8% Passive © 2013 Cisco and/or its affiliates. All rights reserved. 14.2% 12.2% 6.3% Active 6.3% Engaged Cisco Public 12
- 13. We can target users based on their social personas, allowing us to personalize campaigns, offers, and content in new ways. Test & Target Offers Socially Passive Socially Active Email Marketing Example: Target emails to socially passive individuals to encourage them to join a community. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 13
- 14. Listening identifies a support issue ! Auto prioritized based on insight 24/7 Response Network ! Customer Intelligence Center © 2013 Cisco and/or its affiliates. All rights reserved. ! Positive experience shared socially ! Route for response Gather Customer Insight Cisco Public 14
- 15. Social listening identifies an opportunity ! Deliver a targeted offer / response 24/7 Response Network ! Customer Intelligence Center © 2013 Cisco and/or its affiliates. All rights reserved. ! Lead is nurtured & closed ! Click-to-Chat for private conversation Gather Customer Insight Cisco Public 15
- 16. Listen and Collect Social Data Analyze and Enrich Your Understanding of the Customer Build Scalable Processes and Use Social Intelligence Engage with Your Customers in Conversations Requires Innovation and Doing Business Differently © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 16
- 17. Social Listening Social Data Social Personas Predictive Analysis © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 17
- 18. “We’re past the point where the social thing is a fad,” says Breed. “People get that it’s the way we do business…" Jason Breed, Social Media practice lead for Accenture © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 18
- 19. Thank you. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 19