Social Intelligence Drives Social CRM

Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.

Social Intelligence Drives Social CRMAugust 2012

LaSandra Brill, Sr. Manager, Global Social Media

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Integration of social collaboration into customer & partner interactions.

Integration of social insights into the customer

& partner experience.

Social Intelligence

Social Collaboration

What is Social CRM?


85% of all business technology buyers engage in some form of social activity while working

Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

Business Technology buyers continue to use social for work.And in more ways than you might realize…

Social Technographics™ LadderFor Business Technology Buyers

CreatorsPublish web pages, blogs& upload videos/audio

ConversationalistsUpdate status/Post updates

CriticsComment on blogs &post ratings/reviews

CollectorsUse RSS & tag web pagesto gather information

JoinersMaintain profile onsocial networking sites

InactivesAre online, but don’t yet participatein any form of social media

SpectatorsRead blogs, watch peervideos & listen to podcasts

15%

80%

53%

51%

62%

36%

55%

31% of BT buyers upload presentations or slides to a public presentation sharing web site (e.g. Slideshare)

35% of BT buyers contributeto online forums or discussion groups

31% of BT buyers useRSS (Really SimpleSyndications) feeds

52% of BT buyers read online forumsor discussion groups

52% of BT buyers read customer ratings / reviews of products or services (e.g. Amazon, Epinions, Yelp)

Percentages include BT decision-makers who said that theyengage in selected social activities for business purposes.

Base: 13213 global BT decision makersSource: Forrester Tech Marketing Navigator, Q1 2012


“What could you accomplish if you knew your customers better?


Build Advocacy

Source Ideas and Test Products

Resolve Problems

Identify Leads

Listen and Engage


The Pillars of Social CRM

Social Listening

Social Login

Social Scoring & Profiling


Social Listening


Find Fans and Advocates

Discover Product Issues

Crisis / Risk Management

Product Development Feedback

Competitive Insights

Uncover Influencers

Sales Leads

Capture Industry Trends

Message Penetration

Benefits of Listening

Identify Emerging Themes

Social Media Provides insights to drive real business results…


The Social Media Listening Center

(1) Geography Screen: Where are tweets originating

(2) Influencer Screen: Top influencers on Twitter talking about Cisco

(3-4) Mentions Screens: What is Cisco’s share of voice relative to its competitors in each industry

(5-6) Scoreboard Screens: Detailed view of share of voice, trends and sentiment per industry


2) Small Business Uncovers Product Issue and Restores Faith of Partner

1) WW Technical Services Discovers Two P1 Issues and BU Resolves

3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears

• P1 issues discovered via Radian6 alerts.• One customer reports total of 17 bugs with Cisco Nexus

products 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 to

engineers for examination in order to prevent repeat issues.• Partner appreciates prompt response and resolution.

• Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.

• Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.

• Team calm fears and avoids any further public escalation of concerns on Facebook.

• The loudest customer has since removed his negative comments from the Facebook wall.

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

• First step to entering new terrain is listening and learning to what’s being said in the marketplace.

• Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.

• Earns legitimacy by coauthoring content with established thought leaders inside the community.

• DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.

Business Impact Through Active Listening


Social Login


Social login is a sign-on capability offered by social networking platforms such as Facebook or Twitter in lieu of creating a new login account specifically for that website.


*Source: Gigya


Social Scoring & Profiling


Engagement Scoring Leads to Customer Intent…

Direct Mail& Email

EventsContact Center

Web Advertising Search

Click through

Registration

Responses

Chat

Register

Attend CallOpens

Scoring EngineContact scoresCompany scoresInterest Indicators


Adding Social Interactions to Scoring

Cisco Social Properties

1. Business Communities

2. Blogs

3. Support Forums

4. Social Widgets

5. Social Login

External Social Activity

Scoring EngineContact scoresCompany scoresInterest IndicatorsSocial Score


Social Scoring and Profiling• Classifies buyers based on

social participation

• Better targeting on social and

digital properties

• Identify and nurture

influencers within

communities

• Drive engagement and

content creation with different

social groups


Future Scenarios and Workflows


Social Listening

Social Login

Social Rewards

Social Data

Social CRM Process


Social CRM for Marketing

SCRM Enablers: Scoring, Listening and Social Login

Cisco launches a “Big Data” campaign• Social listening helps

identify Influencers • Interests via social login

help identify the right audience

• Scoring helps us identify the user type

Cisco invites “Creators” and “Critics” to a closed session on Big Data• Speakers include top

networking engineers, Big Data Experts and other Big Data users (LinkedIn)

• It’s the start of a relationship with future influencers

Attendees Blog about the event, share videos on YouTube and post updates to Twitter, Slideshare and Facebook• Cisco is positioned as a

thought leader in Big Data• SCRM tracks mentions• Track influencers impact

on SOV


Social CRM for Sales

Prospect Bob poses a question on Quora about Cisco vs. XYZ• Social listening sends

an alert is sent based on the keywords

• Social Login shows that he is a fan of XYZ

• Social profiling shows he is a “Joiner”

Marta in inside sales is alerted to this possible opportunity • Marta is able to answer

his question with a link back to Cisco

• When Bob clicks the link, he sees an offer to join our community where there is a lively discussion of Cisco vs. XYZ

Salesperson (or Partner) Jim receives the notification after Bob clicked the offer.• Jim reviews Bob’s SCRM

profile to see his history• He reaches out to Bob and

closes the sale

SCRM Enablers: Listening, Profiling and Social Login


Social CRM for Support

Our SCRM system enables pro-active support. • Through listening, a tweet

from Bob who is a high influencer is identified. He is having trouble configuring X product and he has expressed frustration.

• Social scoring & profiling allows us to see his user type.

Cisco customer service rep Kim is alerted to a negative sentiment tweet via SCRM.• His case is automatically

prioritized for Kim to respond to.

• She pulls up Bob’s profile and sees he is a critic and has a high influence score.

Kim solves Bob’s problem. Bob is thrilled.• Bob shows his

advocacy towards Cisco by sending a Tweet to his 10,000 followers thanking Kim and Cisco for great customer service.

SCRM Enablers: Listening, Profiling, Scoring and Alerts


Key Takeaways• Social CRM is already happening

• Anything social still starts with Listening

• Manually test workflow, then automate

• Integrate with existing processes & workflows/processes

• Lead with your strategy, not with technology

http://socialmedia.cisco.com

Thank you.