Operationalizing a B-to-B Social Media Center of Excellence

Transcription

1 1 Best Practice Guidebook Operationalizing a B-to-B Social Media Center of Excellence guidebook summary Firm: Cisco Systems, Inc. Industry: Computer networking, hosting, and communication device manufacturing Headquarters: San Jose, California, United States Geographic Footprint: Global Ownership: Public Revenue (2012): $46.1 billion USD Problem: Cisco Corporate Marketing realizes that social media is being used in disparate ways by business units and individuals. Cisco needs a centralized resource to provide oversight, advice, and training to social media practitioners companywide. Solution: Cisco Corporate Marketing establishes a dedicated social media team, which in turn creates a Social Media Center of Excellence to: Serve as a companywide resource for best practices in social media Promote social media capabilities in listening, planning, engaging, and measuring Standardize social media practices and standards across the company Provide infrastructure and tools for social media engagement Business Results: A centralized resource to support the development of social media practitioners A companywide listening and measurement methodology Resources Required: Full-time social media leaders assigned to Listening, Planning, Engaging, and Measuring Vendors to support listening and engagement activities Applicability of Best Practice to Executive Functions: Function Applicability Marketing CEO/ership

2 2 Cisco Corporate Marketing develops and implements a companywide social media Center of Excellence Steps to Create a Social Media Center of Excellence Evaluate the Social Media Landscape Establish Centralized Team Operationalize the Center of Excellence LISTEN PLAN ENGAGE MEASURE Objective Baseline current social media activity undertaken by Cisco employees to identify areas for improvement Objective Secure buy-in for a centralized team and define its roles and responsibilities Objective Improve practitioners ability to listen to customers through social media channels Objective Provide an array of planning guidance spanning foundational knowledge to live best practice-sharing Objective Create ongoing and high levels of engagement through tools, infrastructure, and best practices Objective Provide a flexible measurement framework that allows practitioners to meet campaign goals Activities Audit existing social media activity grouped by: -- Audience -- Business Purpose -- Maturity Phase Document findings Activities Present a business case for the initiative to the Chief Marketing Officer Conduct Vision, Strategy, Execution, Metrics (VSEM) workshop Prioritize strategies identified during the VSEM workshop Activities Evaluate listening needs by practitioner and program Promote benefits of listening Embed listening best practices Compile all listening vendors in use Activities Assess tools needed by practitioners Create tools and templates Conduct training and enablement programs Activities Embed engagement best practices Provide needed infrastructure (e.g., corporate blogs, communities) Activities Develop Social Media Measurement Framework Identify key performance indicators and tools Outcomes Comprehensive view of social media usage within Cisco Identification of improvement areas Outcomes Approval for centralized team Center of Excellence (CoE) structure Short-and-long term plans for the team Outcomes Consolidated set of listening vendors Continued listening progression by practitioners Outcomes Social media training and certification program Social Media Policy, Guidelines, and FAQ Outcomes Adoption of engagement strategies Outcomes Measurement framework

3 Evaluate the Social Media Landscape key takeaway: Baseline existing social media activity to identify areas for improvement Cisco uses a structured framework to audit social media activity companywide and highlight opportunities for improvement 3 Social Media Activity Audit Objectives Identify all Cisco-branded social media outlets Evaluate effectiveness of social media activities Identify social media practitioners Social Media Platform Communities/Forums Cisco Netpro Support Community Blogs Cisco Learning Network Wikis Cisco Developer Community Wiki Facebook pages Cisco Digital Cribs Cisco YouTube channels Cisco Small Business Community Twitter handles Cisco Insights Target Audience (Specify the audience) Customer Enterprise, Corporate, Small Business Partners Internal Audit Focus Areas Business Purpose (Specify sales cycle stage) Sales Cycle Stage Pre-Sales; Sales; Post Sales Stage of Community Development (Specify the maturity level) Awareness-Building Growth Self-Sustaining Enterprise Post Sales Self-Sustaining Customers, Partners Pre-Sales Awareness-Building Customers, Partners Post-Sales Self-Sustaining Small Business Sales Growth Small Business Post Sales Awareness-Building Customers, Partners, Internal Post Sales Growth Findings: Improvement Categories Governance/Stewardship Establish social media policy and governance Establish training and certification program for practitioners Branding Reduce the number of social media outlets Create consistent customer and partner experiences (i.e., speak with one Cisco voice) Campaign Execution Consolidate tools and vendors currently in use Dedicate a centralized resource to improve social media performance companywide Focus on advancing four key social media capabilities: listening, planning, engaging, and measuring

4 Establish Centralized Team key takeaway: Build a centralized team to improve social media activities companywide Marketing presents a business case for a dedicated social media team to the Chief Marketing Officer 4 Securing CMO support for a Social Media Marketing Team Corporate Communications Chief Marketing Officer Corporate Marketing Product/Segment Marketing Requisite Social Media Capabilities Benefits Initial Investment Social Media Marketing Team Listen Plan Engage Provide online listening and monitoring service to capture data and insights Embed structured approaches to planning social media initiatives Develop Cisco-branded presence via consistent and meaningful online engagement with customers and prospects Ongoing access to customer conversations Detailed feedback on Cisco products Brand and reputation management opportunities Detailed and timely competitive intelligence Standardized and consistent training for practitioners Social media governance structure Self-service and customized planning guidance for practitioners Active and effective community participation Improved customer loyalty 1 headcount Listening agency support 1 2 headcount Collaboration with legal department 2 3 headcount Agency support Planning Engagement Measurement Listening Purpose: Support social media practitioners companywide by sharing best practices and facilitating social media program execution. Roles: Listening Support practitioners listening knowledge and capabilities Planning Provide a portfolio of tools, training, events, and consulting to support practitioners Engagement Embed best-in-class customer engagement approaches Measure Provide verified methodologies to measure social media campaign objectives Customer insights Social media effectiveness metrics 1 headcount (potentially third party) Measurement Create and share best practices in measurement techniques

5 Establish Centralized Team key takeaway: Create short- and long-term plans for the Social Media Marketing team 5 Social Media Marketing uses a Vision, Strategy, Execution, and Metrics (VSEM) process to establish priorities and align resources VSEM Workshop vsem (vision, strategy, execution, and metrics) Listening Planning Inputs: The VSEM is an alignment process that enables the Social Media Marketing team to establish shared goals, prioritize activities, and set success measures for short- and long-term initiatives. Engagement Measurement Budget Business case for centralized social media team Social Media Marketing leadership VSEM Process Vision Strategy Execution Metrics Definition and Timeline The shared goals for the next 5+ years Definition and Timeline The key strategic priorities to be pursued and sustained over the next 2 5 years Definition and Timeline The 1 5 initiatives for the next months that support each of the prioritized strategies Definition and Timeline How the team measures success and accountability standards throughout the initiative Criteria Vision must be vivid, enduring, easy to understand, and galvanizing for the team Criteria Defines how the team plans to implement the vision Criteria Describes the actions being taken to deliver on the prioritized strategies Criteria SMART metrics: Specific, Measurable, Agreed-Upon, Realistic, Time-Bound Activities Review existing goals with support staff Revise based on feedback Activity Determine the cross-functional strategies necessary to achieve the vision Activities Populate Core-versus-Context matrix Complete role assignment matrix (RACI) Identify tactics that support strategies Activity Brainstorm and prioritize appropriate measurements for project tracking and milestones Example Elevate the brand through excellence in social media Example Optimize brand presence on social media platforms Example Create branded YouTube channel for one-stop customer experience Example Percentage of subscriber growth

6 Establish Centralized Team key takeaway: Prioritize capability-building activities and assign ownership to drive implementation Social Media Marketing prioritizes strategies identified in the VSEM exercise using a Core-versus-Context matrix Core versus Context Matrix 6 strategy prioritization Objective Organize and rank strategies identified in the VSEM process using the Core-versus-Context Matrix Vision Strategy Execution Metrics Mission-Critical: Absence jeopardizes the business Non-Mission-Critical: All other processes Core: Processes that differentiate Cisco from competitors Online listening Measurement framework Social Media Policy and Guidelines Consultation HIGH PRIORITY Certification and education Context: Other processes necessary to run the business Launch support Readiness assessment Social Media Playbook MEDIUM PRIORITY Employee recognition High Criticality MEDIUM PRIORITY LOW PRIORITY Low High Differentiation Low and develops a RACI chart to designate roles in implementing the Core and Mission-Critical processes ownership alignment Objective Identify owners and supporters of strategy implementation RACI Methodology Responsible Owns the project Accountable Signs off prior to implementation Consulted Provides unique expertise Informed Requires knowledge of decisions made The RACI Chart: Responsible, Accountable, Consulted, Informed Core/Mission Critical High Priority Social Media Marketing ership Listening Planning Engagement Measurement Online Listening A R C C C Measurement Framework A C C C R Social Media Policy and Guidelines A R R R R Consultation A C R R C

7 Operationalize the Center of Excellence 7 key takeaway: Establish a Center of Excellence to support the development of social media capabilities companywide The Social Media Marketing team must instill listening, planning, engaging, and measuring capabilities Core Social Media Capabilities and Supporting Activities Listen Plan Engage Measure Understand each business unit s progress on utilizing social media Centralize listening approaches and vendors Enable business units to enhance or improve listening strategies Provide self-service social media planning tools Offer training and internal consulting services on social media planning Provide internal and external networking opportunities for practitioners Provide infrastructure, tools, and resources to support customer engagement Support practitioners in improving engagement techniques Provide a measurement framework that allows business units to choose the most relevant metrics Support continuous improvement activities based on measurement results through a Center of Excellence that provides social media techniques, tools, and processes The Social Media Center of Excellence (CoE) Social Media Enablement Social Media Consulting Social Media Management Social Media Labs Supply tools and resources for practitioners Provide self-service and customized guidance on social media strategy Manage corporate social media platforms and analyze campaign effectiveness Serve as a test bed for emerging practices Offerings Social media listening program Social media playbook Planning templates Social media training and certification program Monthly social media roundtables Workshops and summits Metrics templates Offerings Consulting on strategy and tactics Case studies and best practices Business case development Consulting on tools and applications Vendor management Offerings Health assessment Brand campaign planning and execution Policies and governance Corporate blog program Online community program Youtube community management Offerings Social customer relationship management Mobile strategy and integration Innovation and integration on Cisco.com Online rewards and badging

8 Operationalize the CoE: LISTEN key takeaway: Generate actionable insights through improved listening capabilities 8 The Center of Excellence migrates practitioners towards a fully engaged stage of listening that converts listening data into insights that drive business activities Social Media Listening Journey* Stage 1: Traditional Stage 2: Experimental Stage 3: Operational Stage 4: Impactful Stage 5: Fully Engaged Attributes: Nominal customer understanding Skepticism towards social listening Attributes: Introduction of preliminary listening Initial understanding of conversation landscape: what/where/who/why Attributes: Internal collaboration Development of response and engagement processes Executive sponsorship Attributes: Listening drives business results Organizational changes based on listening results Listening conveys insights on brand health Attributes: Listening drives decisionmaking, future behavior, and investment decisions Measurement and reporting integrated across teams and leadership CoE Support Determine unique listening needs Promote value of listening CoE Support Provide listening best practices and stand-up guidance Recommend vendor(s) Offer tool training CoE Support Provide planning and engagement framework Consult on program expansion and maintenance CoE Support Advise practitioners on using listening insights to inform non marketing activities, such as product development and customer service Help practitioners respond in real-time to customer needs Run pilot programs to update the listening tools and techniques offered Key Listening Indicators Listening to social outlets Online Conversation Understanding Establish Dialogue Process Knowledge-Sharing Tangible Results Organizational Response Influence on Business Strategy * 5-Stage Progression is based on Ant s Eye View Social Engagement Journey. Note: Read Cisco s blog post on Listening and Engagement.

9 Operationalize the CoE: PLAN key takeaway: Develop planning support that continues to support practitioners over time The CoE offers employees a comprehensive set of planning resources 9 CoE Social Media Planning Support Resources Example: Social Media Policy, Guidelines, and FAQ Example: Social Media Marketing Plan Checklist Take responsibility Abide by the rules Social Media Overview Add value Be yourself Example: Training and Certification Program Core Curriculum Social Media Policy and Governance Elective Courses Introduction to Internal Collaboration Tools Security Measurement Blogging Twitter Listening YouTube Facebook LinkedIn Privacy Certification Benefits Comprehensive skill enhancement Formal companywide recognition Governance Policies and guidelines to be followed by all practitioners Skill Enhancement Training and certification program that provides in person and self-paced learning options for practitioners Foundational Knowledge Tools and templates that underpin social media expertise Best Practice Networking Live and virtual events featuring internal and external experts who share social media best practices Example: Social Media Summit The annual summit focuses on sharing experiences and case-based best practices among Cisco and includes external participants. The summit incorporates both live and virtual components. Do you have an inventory of your social media presence? Is this presence integrated and optimized? Do you have an overall marketing plan that includes target audience, objectives, goals, desired outcomes, strategies, and tactics? Do you have a resource map that includes a human, financial, and time perspective? Do you have a list of subject matter experts (SMEs) with whom you can engage? Are SMEs ready and committed? Example: Social Media Roundtables By invitation, Cisco s selected social media practitioners share their lessons learned, experiments, best practices and other insights with other Cisco employees: All presentations include a Q&A session in addition to a live chat feature These sessions employ video conferencing and are open to all employees Each session is archived and summarized in one page online

10 Operationalize the CoE: ENGAGE key takeaway: Provide the engagement prerequisites and guidance that encourage practitioners to cultivate ongoing social media interactions The CoE advocates using social media to migrate from a focus on awareness-building to one on fostering engagement 10 Social Media Engagement Journey Before: Campaign-Driven Social Media Cyclical campaigns and press announcements yielded transactional relationships. Campaign Press Release Campaign Audience Interest Year After: Engagement-Driven Social Media Value-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships. Audience Interest Campaign Value-Add Items (e.g., blogs, communities) Social Media Base Year by establishing prerequisites and rules of engagement CoE Support for Engagement Prerequisites: The foundation for successful engagement Rules of Engagement: Plan for social media conversations that drive ongoing dialogue, not short-term campaigns that create temporary spikes in interest but fade post-launch. Instill a comprehensive listening and planning capability first. Without them, attempts at engagement occur in a vacuum. Provide and maintain infrastructure (e.g., corporate blogs, communities, branded channels) Offer approved lists of vendors and tools (e.g., campaign management, application developers) It s not all about you: It s about the community, so articulate your content strategy with them in mind. Combine multiple forms of content embed video, information graphics and cross-promote different platforms, (such as a blog) share link to Slideshare. Move beyond just sharing (one-way communication) to talking to the audience (two-way communication), to enabling multiple conversations occurring simultaneously within the community. Include calls to action: Encourage viewers to like a post, to repost, or to participate in a poll.

11 Operationalize the CoE: MEASURE key takeaway: Provide a measurement framework that helps marketers select appropriate campaign metrics The Center of Excellence provides a measurement framework to guide practitioners through goal and metric selection 11 Social Media Measurement Framework: A Three-Step Process NEW DATA CENTER LAUNCH Social Media Campaign Value Proposition Better network integration No additional investment required Campaign Objectives Engage brand enthusiasts Increase online dialogue on forums, blogs, and other media Measurement Category Measurement Goal Community Health Engagement Interactions with customers/community members that signify a level of interest Market Awareness Knowledge of the Cisco brand Market Perception Message Resonance The desired message(s) posted by customers in desired location(s) Generate awareness at minimal cost Leverage existing platforms Target outreach to bloggers and influencers Campaign Metrics Key Performance Indicator Increase in Content Views/ Downloads Ratio of Posts to Comments/Replies % Change in Aided/ Unaided Awareness % Change in Positive Sentiment % of Conversations Containing Key Messages Measurement Mechanism Website Analytics Listening Vendor Brand Survey Note: To see the full version, read Cisco's blog post on social media measurement.

12 12 Business Results The Center of Excellence provides a scalable resource for listening, planning, engaging, and measuring throughout Cisco Listening Developed a companywide listening strategy Created a listening dashboard Established Preferred Vendor Program Planning Established social media training and certification program Instituted social media program planning templates and resources Conducted consulting projects with 40 teams Built practitioner networks through live and virtual events Established piloting program for new social media initiatives Measuring Developed a holistic measurement framework Provided standardized metrics for practitioners Selected preferred listening tool and provides training and guidance to practitioners on it case-in-point: engaging through centralized blog platform Blog Hub Instituted a Cisco blog hub that centralized existing blogs on a completely redesigned platform with improved front- and back-end functionalities. Example Infographic: Things That Happen in Social Media in 2 Hours Blog Contribution Grew the number of blogs on the hub by 57% from 2010 to Now 600 bloggers regularly contribute content to centralized platform. Engagement Tactics Encouraged bloggers to employ advanced engagement tactics (e.g., use of video, presentations and/or infographics) within blogs. Required the use of video to be featured on blog home page. Awards And Recognition Created an awards and recognition program for top-rated content and bloggers.

13 13 Profiled Company Perspective Key Lessons Learned The Center of Excellence (CoE) is a corporate resource that supports the use of best practices in all aspects of social media. By designating a full-time team to run the CoE, Cisco ensures that social media practitioners at all levels of the enterprise receive the knowledge, tools, and guidance they need to harness the power of social media. The CoE adds value and minimizes risk by piloting innovative ways to enhance social media initiatives. For example, the CoE instituted a social login on Cisco.com and evaluated its effectiveness prior to expanding the initiative. Additionally, the CoE serves as a central test bed for new platforms, tools, and vendors. This approach ensures that all potential investments in social media technologies are evaluated rigorously and consistently before being approved for use companywide. Although the CoE supports the entire enterprise and is staffed by a small team, it has greatly expanded its reach by creating live and virtual opportunities for practitioners to discuss social media. Initiating contacts and networks between employees is a scalable way to encourage best practice- and experience-sharing. It is imperative that the CoE define its role, prioritize activities, and allocate its limited resources based on those priorities. Additionally, communicating the CoE role and its strategy companywide through a series of roadshow presentations helps build awareness, identify key social media practitioners, and garner feedback on the services.

14 Supporting Tools & Resources Case in Point: Cisco-Branded YouTube Channel 14 results To help achieve Cisco s vision for elevating the brand through social media, the Social Media Marketing team created a branded YouTube channel. Results: Nearly 10,000% growth in subscribers in its first year More than 7,000 current subscribers Nearly 1 million views as of December 2011

15 Supporting Tools & Resources Cisco Social Media Training Program 15 About Cisco Social Media Training Program Each course is minutes and is delivered by Cisco trainers. Individuals can enroll in any course at any time; pursuance of certification is not required. All courses have been recorded and made available in a selfpaced format for virtual consumption and certification. To become certified, employees must complete all core courses and three electives. Certification Benefits Authorization to contribute to Cisco blogs Formal companywide recognition Core Curriculum Social Media Overview Social Media Policy and Governance Introduction to Internal Collaboration Tools Elective Courses Security Measurement Blogging Twitter Listening YouTube Facebook LinkedIn Privacy

16 16 Supporting Tools & Resources Cisco Social Media Policy, Guidelines, and FAQs View Cisco s Social Media Policy, Guidelines, and FAQs Cisco Social Media Policy, Guidelines and FAQs March 2011 Contents Purpose Guiding Principles Policy Guidelines Frequently Asked Questions Social Media Use as Part of Your Job Personal Social Media Guidelines Responding to Comments on Social Networking Sites Proprietary and Confidential Information FTC Endorsement Guidelines Trademarks Copyrights Use of Photos and Logos Video Use and Guidelines Additional Resources

17 17 Supporting Tools & Resources Social Media Measurement Framework Select the category of measurement tied to the social media objective. Identify the most relevant goals to measure (practitioners should select 2 5 of them to begin). Determine the appropriate Key Performance Indicators to judge the effectiveness of campaigns. Measurement Category Measurement Goal Key Performance Indicators Engagement Increase in community memberships Increase in content views/ downloads Percent change in content or channel subscriptions Ratio of posts to comments/ replies Number of positive thirdparty reviews or posts written Community Health Customer Satisfaction Percent change in customer retention Percent change in customer satisfaction scores Percent change in customer loyalty scores Correlation: more sentiment to customer satisfaction Percent change in positive sentiment overall Social Content Mobility Percent change Facebook likes/shares Percent change Twitter retweets Percent change YouTube likes or embeds Percent change blog track backs Percent change content tagged, rated, or ranked Thought ership Percent change in share of voice per thought leader topics Percent change in share of Cisco thought leaders quoted Increase in topical content coverage Increase in market perception of Cisco as a thought leader Market Perception Message Resonance Market Awareness Percent of all conversations containing one or more key messages Percent change in aided and unaided awareness versus the competition Percent change in key messages in social media conversations Percent change in preference in specific markets versus the competition Percent change in awareness and credibility of key messages Percent change in positive sentiment versus the competition Market Position Percent change in number of times Cisco positioned favorably in conversation versus the competition Percent change in number of times Cisco mentioned in key blogs & communities versus the competition Percent change in perceived positioning relative to the competition Quantitative s/sales/market Share Percent change in cost per qualified lead Percent change in cost per contact or customer acquisition Percent change in desirable mentions of key sales drivers Percent correlation between social media conversations and number of qualified leads Efficiency of Communications Decline in cost per click thru Decline in cost per messages communicated (budget divided by message appearances) Decline in cost per engagement