Cisco Systems, Incorporated: Operationalizing a B-to-B Social Media Center of Excellence

Transcription

1 THINK TANK FOUR: SALES AND MARKETING GIL 2012: SILICON VALLEY Cisco Systems, Incorporated: Operationalizing a B-to-B Social Media Center of Excellence AUSTIN PULLMANN North American Program Manager, Growth Team Membership Frost & Sullivan [email protected]

2 Agenda TIME CONTENT 9:45 Revitalizing Demand Management A case-based best practice presentation on how Kronos (a workforce management software solutions company) overhauled its demand management strategy. FACILITATOR: Austin Pullmann, North American Program Manager, Growth Team Membership, Frost & Sullivan 10:45 Operationalizing a B-to-B Social Media Center of Excellence A case-based best practice presentation on how Cisco Systems established a Social Media Center of Excellence to enhance social media practitioners capabilities across the company. FACILITATOR: Austin Pullmann, North American Program Manager, Growth Team Membership, Frost & Sullivan CO-FACILITATOR: LaSandra Brill, Senior Manager, Global Social Media, Cisco Systems 2

3 The Growth Team Membership (GTM) GTM is a subscription program that supports executives within the functions that report to the CEO CEO s Growth Team GTM provides best practices, events, and services that enable executives to address challenges within their companies GTM: Creating Client Value Corporate Strategy R&D/ Innovation Sales Leadership GTM s case-based best practices help executives: Speed the design and implementation of initiatives by not reinventing the wheel Marketing CEO Corporate Development Save money and reduce risk by avoiding mistakes made by other companies Investors/ Finance Competitive Intelligence Market Research Accelerate problem-solving with a cross industry perspective Improve their functions and companies performance and productivity 3

4 Profiled Best Practice Company Firm: Industry: Headquarters: Geographic Footprint: Ownership: Revenue (2011): Cisco Systems, Inc. Computer networking, hosting, and communication device manufacturing San Jose, California, United States Global Public $43 billion USD 4

5 Growth Challenge 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. 5

6 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 Baseline current existing social media activity to identify areas for improvement Establish a Centralized Team Secure buy-in for a centralized team and define its roles and responsibilities Improve practitioners ability to listen to customers Operationalize the Center of Excellence LISTEN PLAN ENGAGE MEASURE Provide an array of planning guidance to social media practitioners Increase levels of engagement through tools, infrastructure, and best practices Provide a measurement framework enabling practitioners to meet campaign goals Key Activities Audit existing social media activity Document findings Key Activities Present a business case to the Chief Marketing Officer Conduct Vision, Strategy, Execution, Metrics (VSEM) workshop Key Activities Evaluate listening needs by practitioner and program Embed listening best practices Key Activities Assess needs of practitioners, and create tools and templates Conduct training and enablement programs Key Activities Embed engagement best practices Provide needed infrastructure (e.g., corporate blogs, communities) Key Activities Develop Social Media Measurement Framework Identify key performance indicators and tools 6

7 Baseline existing social media activity to identify areas for improvement Evaluate the Social Media Landscape Social Media Activity Audit s Identify all Cisco-branded social media outlets Evaluate effectiveness of social media activities Identify social media practitioners Audit Focus Areas Social Media Platform Target Audience (Specify the audience) Business Purpose (Specify sales cycle stage) Stage of Community Development (Specify the maturity level) Blogs Cisco Learning Network Facebook pages Cisco Digital Cribs Cisco YouTube channels Cisco Small Business Community Twitter handles Cisco Insights Customers, Partners Pre-Sales Awareness-Building Small Business Sales Growth Small Business Post Sales Awareness-Building Customers, Partners, Internal Post Sales Growth Findings: Improvement Categories Governance/Stewardship: Absence of company stance and guidance on social media practices Branding: Social media practitioners operating independently with different tones and approaches Campaign Execution: Varied tools and practices in use to launch and evaluate campaigns 7

8 Build a centralized team to improve social media activities companywide Establish Centralized Team Securing CMO Support for a Social Media Marketing Team Corporate Communications Chief Marketing Officer Corporate Marketing Product/Segment Marketing Requisite Social Media Capabilities Listen Provide online listening and monitoring Initial Investment 1 headcount Listening agency support Social Media Marketing Team Planning Lead Measurement Lead Engagement Lead Listening Lead Plan Embed structured approaches to planning social media initiatives 1 2 headcount Collaboration with legal department Purpose: Support social media practitioners companywide. Roles: Engage Develop Cisco-branded presence 2 3 headcount Agency support Listening Lead Support practitioners listening knowledge and capabilities Planning Lead Provide a portfolio of tools, training, events, and consulting to support practitioners Measure Provide verified methodologies 1 headcount (potentially third party) Engagement Lead Embed best-in-class customer engagement approaches Measurement Lead Create and share best practices in measurement techniques 8

9 Create short- and long-term plans for the Social Media Marketing team Establish Centralized Team Engagement Lead VSEM Workshop Measurement Lead Planning Lead Social Media Marketing Leadership VSEM Process Listening Lead Inputs: Budget Business case for centralized social media team Vision Strategy Execution Metrics Definition and Timeline Definition and Timeline Definition and Timeline Definition and Timeline The shared goals for the next 5+ years The key strategic priorities to be pursued and sustained over the next 2 5 years The initiatives for the next months that support each of the prioritized strategies How the team measures success and accountability standards throughout the initiative Activities Activity Activities Activity Review existing goals with support staff Revise based on feedback Determine the crossfunctional strategies necessary to achieve the vision Populate Core-versus- Context matrix Complete role assignment matrix (RACI) Prioritize appropriate measurements for project tracking and milestones Identify tactics that support strategies 9

10 Prioritize capability-building activities and assign ownership to drive implementation Establish Centralized Team Core versus Context Matrix STRATEGY PRIORITIZATION Organize and rank strategies identified in the VSEM process using the Core-versus-Context Matrix Vision Strategy Execution Metrics Mission- Critical Non-Mission- Critical Core Online listening Measurement framework Social Media Policy and Guidelines Consultation HIGH PRIORITY Certification and education MEDIUM PRIORITY The RACI Chart: Responsible, Accountable, Consulted, Informed Context Launch support Readiness assessment Social Media Playbook MEDIUM PRIORITY Employee recognition LOW PRIORITY OWNERSHIP ALIGNMENT 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 Social Media Marketing Leadership Core/Mission Critical High Priority Online Listening Measurement Framework Social Media Policy and Guidelines Listening Lead Planning Lead Engagement Lead Measurement Lead A R C C C A C C C R A R R R R Consultation A C R R C 10

11 Establish a Center of Excellence to support the development of social media capabilities companywide Operationalize the Center of Excellence Core Social Media Capabilities and Supporting Activities Listen Plan Engage Measure Understand each business unit s listening progress 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 opportunities to share best practices 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 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 11

12 Generate actionable insights through improved listening capabilities Operationalize the CoE: LISTEN Social Media Listening Journey Stage 1: Traditional Stage 2: Experimental Stage 3: Operational Stage 4: Impactful Stage 5: Fully Engaged CoE Support CoE Support CoE Support CoE Support Determine unique listening needs Promote value of listening Provide listening best practices and stand-up guidance Recommend vendor(s) Offer tool training Provide planning and engagement framework Consult on program expansion and maintenance 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 12

13 Develop planning support that sustains practitioners over time Operationalize the CoE: PLAN CoE Social Media Planning Support Resources Governance Policies and guidelines to be followed by all practitioners Foundational Knowledge Tools and templates that underpin social media expertise Example: Social Media Policy, Guidelines, and FAQ Example: Social Media Marketing Plan Checklist Skill Enhancement Training and certification program that provides in person and self-paced learning options for practitioners Best Practice Networking Live and virtual events featuring internal and external experts who share social media best practices Example: Training and Certification Program Examples: Social Media Roundtables Social Media Summit 13

14 Provide the engagement prerequisites and guidance that encourage practitioners to cultivate ongoing social media interactions Operationalize the CoE: ENGAGE Social Media Engagement Journey Before: Campaign-Driven Social Media Campaign Press Release Campaign Audience Interest Time After: Engagement-Driven Social Media Campaign Audience Interest Value-Add Items (e.g., blogs, communities) Social Media Base Time 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 Provide and maintain infrastructure Offer approved lists of vendors and tools It s not all about you Combine multiple forms of content Move toward enabling multiple conversations Include calls to action 14

15 Provide a measurement framework that helps marketers select appropriate campaign metrics Operationalize the CoE: MEASURE Social Media Measurement Framework: A Three-Phase Model NEW DATA CENTER LAUNCH Social Media Campaign Value Proposition Measurement Category Community Health Market Perception Better network integration No additional investment required Campaign s Engage brand enthusiasts Generate awareness at minimal cost Campaign Metrics Measurement Goal Key Performance Indicator Engagement Increase in Content Views/Downloads Ratio of Posts to Comments/Replies Market Awareness % Change in Aided/ Unaided Awareness % Change in Positive Sentiment Message Resonance % of Conversations Containing Key Messages Measurement Mechanism Website Analytics Listening Vendor Brand Survey 15

16 Business Results Listening Developed a companywide listening strategy Created a listening dashboard Planning Established social media training and certification program Conducted consulting projects with 40 teams Measuring Developed a holistic measurement framework Provided standardized metrics for practitioners CASE-IN-POINT: ENGAGING THROUGH CENTRALIZED BLOG PLATFORM Blog Hub Instituted a Cisco blog hub that centralized existing blogs. Blog Contribution Grew the number of blogs on the hub by 57% from 2010 to Engagement Tactics Encouraged bloggers to employ advanced engagement tactics. Awards And Recognition Created an awards and recognition program for top-rated content and bloggers. 16

17 GTM Members can access the full 17-page Best Practice Guidebook growth team membership growth team membership Best Practice Guidebook Evaluate the Social Media Landscape Download the complete guidebook summary Best Practice Guidebook at your Growth Team Membership client portal. The Guidebook includes: Full content and guidance Key Lessons Learned Tools and Resources Section The contents of these pages are copyright 2011 Frost & Sullivan. All rights reserved. best practice guidebook best practice guidebook Cisco Corporate Marketing develops and implements a companywide social media Center of Excellence key takeaway: Baseline existing social media activity to identify areas for improvement Steps to Create a Social Media Center of Excellence growth team membership Operationalizing a B-to-B Social Media Center of Excellence Cisco uses a structured framework to audit social media activity companywide and highlight opportunities for improvement Evaluate the Social Establish Social Media Activity Operationalize Audit the Center of Excellence Media Landscape Centralized Team Firm: Cisco s Systems, Inc. Identify all Cisco-branded social media outlets Evaluate effectiveness of social media activities Identify social media practitioners LISTEN PLAN ENGAGE MEASURE Industry: Computer networking, hosting, and communication device manufacturing Audit Focus Areas Baseline current Secure buy-in for a Improve practitioners Provide an array of Create ongoing and high Provide a flexible Headquarters: social media activity San Jose, California, centralized United team States and Target Audience Business Purpose Stage of Community Development ability to listen to planning guidance levels of engagement measurement Geographic undertaken Footprint: by Cisco Social Media Globaldefine its roles and (Specify customers the audience) through spanning foundational (Specify sales cycle through stage) tools, (Specify framework the maturity that allows level) Ownership: employees Public to identify Platform responsibilities Customer Enterprise, social media Corporate, channels Small Business knowledge Sales Cycle to live Stage Pre-Sales; best infrastructure, Sales; and best Awareness-Building practitioners to meet areas for improvement practice-sharing Partners Post-Sales practices campaign goals Revenue (2010): $40.0 billion USD Growth Internal Self-Sustaining Problem: Communities/Forums Business Results: Activities Activities Enterprise Post Sales Self-Sustaining Cisco Netpro Support Community Activities Activities Activities Activities Cisco Corporate Marketing realizes that social media is being used in A centralized resource to support the development of social media Audit existing Present a business Evaluate listening Assess tools needed Embed engagement Develop Social disparate social ways media by business activity Blogs units and case individuals. for the initiative Cisco needs a centralized practitioners Customers, needs Partners by by practitioners Pre-Sales best practices Awareness-Building Media Measurement resource grouped to provide Cisco by: Learning oversight, Network advice, to the and Chief training to social media practitioner and A companywide Create tools and listening and measurement Provide needed methodology Framework practitioners - Audience companywide. Wikis Marketing Officer program templates infrastructure (e.g., Identify key - Business Customers, Partners Post-Sales Self-Sustaining Cisco Developer PurposeCommunity Wiki Conduct Vision, Resources Required: Promote benefits of Conduct training corporate blogs, performance Solution: - Maturity Phase Strategy, Execution, listening Full-time and enablement social media leaders assigned communities) to Listening, Planning, indicators and tools Cisco Corporate Facebook Marketing pages establishes Metrics a dedicated (VSEM) social media Document findings Small Embed team, Engaging, Business listening best programs and Measuring Sales Growth which in turn creates Cisco a Digital Social Cribs Media workshop Center of Excellence to: practices Vendors to support listening and engagement activities Serve as a Cisco companywide YouTube channels resource Prioritize for best strategies practices in social Compile media all listening identified during the Small Business Post Sales Awareness-Building Cisco Small Business Community vendors in use Applicability of Best Practice to Executive Functions: Promote social media capabilities VSEM in listening, workshop planning, engaging, and measuring Function Applicability Twitter handles Customers, Partners, Internal Post Sales Growth Standardize social Cisco media Insightspractices and standards across the company Marketing Provide infrastructure and tools for social media engagement Outcomes Outcomes Outcomes Findings: Improvement CEO/Leadership Outcomes Categories Outcomes Outcomes Comprehensive view Approval for Consolidated set of Social media training Adoption of Measurement of social media Governance/Stewardship usage centralized team listening vendors Branding certification engagement Campaign Execution framework within Cisco Center of Excellence Continued listening program strategies Establish social media policy and governance Reduce the number of social media outlets Consolidate tools and vendors currently in use Identification of (CoE) structure progression by Social Media Policy, improvement Establish areas training and certification program for Create consistent customer and partner Dedicate a centralized resource to improve social Short-and-long term practitioners Guidelines, and FAQ practitioners experiences (i.e., speak with one Cisco voice) media performance companywide plans for the team The contents of these pages are copyright 2011 Frost & Sullivan. All rights reserved. Focus on advancing four key social media capabilities: listening, planning, engaging, and The contents of these pages are copyright 2011 Frost & Sullivan. All rights reserved. Source: Cisco Systems, measuring Inc.; Source: Cisco Systems, Inc.; 17