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Suggested by Julia Lim
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How Cisco Listens in Social

How Cisco Listens in Social | Marketing Research | Scoop.it

This article describes how networking technology provider Cisco Systems has found success in managing their social listening/response program.  Powered by Salesforce’s Marketing Cloud, the three physical social media listening centers set up at the company’s headquarters monitor relevant social media conversations around Cisco and its brands, services, and products.

 

Particularly impressive is Cisco’s commitment in using these social listening centers to provide exceptional customer service.  For example, their social media response plan determines the urgency level (i.e. response needed within 24 hours) of mentions, which are then sent to the appropriate business team to take proactive action.  Further enhancing the company’s marketing mix, Cisco used the listening center to identify its biggest influencers and their reactions to a new ad campaign.  Accordingly, their feedback was used to create a revamped video that would appeal more effectively to Cisco’s target market.  In terms of new sales, the listening center has been helpful in finding potential customers who are interested in Cisco’s services and are likely to buy-in.

 

As one of the earlier companies to install centralized social command centers, Cisco must continue to stay on top of social listening trends in order sustain a long-term competitive advantage.

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Suggested by Stephanie Kusters
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B2B’s Are Listening Too

B2B’s Are Listening Too | Marketing Research | Scoop.it

Cisco has launched a social media listening center based on those of Gatorade and Dell. Six screens show social mentions, consumer concerns, and resolution rate and can be configured for events like product launches and Cisco’s Olympic sponsorship.  A team monitors mentions and pushes relevant posts to appropriate departments to boost use of customer feedback, efficiency, and ideas.

 

By routing posts to departments ranging from sales to legal and setting up the Center in a common room, social media and research are no longer just for the marketing team.  It ties the organization together for maximized efficiency.  It also shows how social listening is not exclusive to B2C companies. B2B’s have competitors to track, customers, and feedback to manage so online brand equity is crucial for B2B companies too.

 

The Center works for Cisco because it aligns with competencies as a communications-technology company; it understands the value of two-way communication and fast response time. It would be interesting to learn differences Cisco encountered as a B2B versus the Dell model in who they respond to, approach, and metrics. Additionally, Cisco could expand metrics from Facebook and Twitter to forums and relevant “Groups” pages on LinkedIn to better identify key influencers.

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Suggested by Bea Robertson
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Cisco Transforms Social Media Monitoring with New Listening Center - Salesforce Marketing Cloud

Cisco Transforms Social Media Monitoring with New Listening Center - Salesforce Marketing Cloud | Marketing Research | Scoop.it

Bea Robertson's insight: 

This interview recounts the launch of Cisco’s new Social Media Listening Center, primarily supported by the tool Radian6.  Cisco uses the Center to listen to consumer chatter, flag trending topics, map worldwide mentions, and measure average response times.  The company leverages this information, engaging with consumers via different aspects of the business, including product development, troubleshooting assistance, pricing strategies, and distribution schemes.

 

The Center allows Cisco to react efficiently to consumer product needs. Recently, when Google Chrome updated their WebEx plugin it created a software bug for Cisco users.  Through social listening, Cisco saw this issue develop, and responded quickly by issuing a software patch.  Cisco solved the problem for consumers before Google could even react.  This success inspired Cisco to create a new campaign to secure positive brand relationships, titled #CiscoListens. 

 

Going forward, Cisco should consider expanding the Center to monitor B2B marketing communications, as the majority of Cisco’s end consumers are businesses.  If Cisco can find a way to specifically listen to businesses and their employees via company discussion boards, forums, or other web dialogue platforms, they will be able to better serve, and market to, their entire consumer base.  



 

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Suggested by Jacqueline Marcuzzi
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How Cisco Achieved 281% ROI with Social Listening and Salesforce Radian6

How Cisco Achieved 281% ROI with Social Listening and Salesforce Radian6 | Marketing Research | Scoop.it

This article specifies how Cisco’s new social media command center allows them to improve customer engagement and satisfaction. Insights gathered allow them to recognize new opportunities, initiate discussion, address service issues, and enhance customer engagement, for example by giving away free minutes in response to tweets.

By standardizing its social listening on Salesforce Radian6, Cisco was able to achieve a 281% ROI, benefiting the business in various areas. Social listening has allowed Cisco to better allocate creative services, opposed to solely managing tweets. Productivity of real-time response has increased as a new device allows instant responses to social mentions by employees. Retracting and analyzing social mentions, gives Cisco an improved outlook on sentiment and behavior, reducing market research investment compared to traditional costly means. Lastly, Cisco has increased their profits by reacting to insights collected though social listening that have created sales opportunities that may have otherwise gone unnoticed. 

Given the positive outcomes resulting from the social listening center, Cisco should consider additional social engagement initiatives to target key influencers. This could create additional involvement among the brand community, showing the potential influencers can have on others, especially when paired with quick real-time response from Cisco. 

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