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Social Media Top Tasks In partnership with customercarewords

Social Media Top Tasks In partnership with customercarewords.com. Cisco Global Social Media. April 2013. Social Technographics ™ Ladder For Business Technology Buyers. Business Technology buyers continue to use social for work. And in more ways than you might realize…. Creators

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Social Media Top Tasks In partnership with customercarewords

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  1. Social Media Top TasksIn partnership with customercarewords.com Cisco Global Social Media April 2013

  2. Social Technographics™ Ladder For Business Technology Buyers Business Technology buyers continue to use social for work. And in more ways than you might realize… Creators Publish web pages, blogs& upload videos/audio 55% 85% of all business technology buyers engage in some form of social activity while working 31% of BT buyers upload presentations or slides to a public presentation sharing web site (e.g. Slideshare) 36% Conversationalists Update status/Post updates 35% of BT buyers contributeto online forums or discussion groups Critics Comment on blogs &post ratings/reviews 62% Collectors Use RSS & tag web pagesto gather information 31% of BT buyers useRSS (Really SimpleSyndications) feeds 51% Joiners Maintain profile onsocial networking sites 53% 52% of BT buyers read online forumsor discussion groups Spectators Read blogs, watch peer videos & listen to podcasts 80% 52% of BT buyers read customer ratings / reviews of products or services (e.g. Amazon, Epinions, Yelp) Inactives Are online, but don’t yet participatein any form of social media 15% 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 Source: Forrester Tech Marketing Navigator, Q1 2012 *Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

  3. Cisco’s Digital Footprint 240mannual visits to Cisco.com 4.2msocial reach 3mmobile web visitors 3mcustomer app Downloads* (6x YoY) 73morganic search referrals 2msocial media mentions 1.3mpaid search click-throughs 1.4msocial referrers to Cisco.com 341% 55% 91% 2% Cisco.com Social Reach Mobile Phones Tablets Source: Cisco SiteCatalyst & other internal metrics.

  4. B2B buyers are engaging on social media and connecting with Cisco…but why?

  5. Partnering with Customer Carewords, we conducted a “Top Tasks” study to find out. Top Tasks – The most important tasks that your website or social media visitors are trying to accomplish.

  6. The top task methodology is a unique scoring technique enabling visitors to tell us in precise, statistical terms their top tasks. Typically, this is used for websites, but in our case, we applied it to our Cisco-owned social media pages. What is a Top Task study? http://www.customercarewords.com/what-it-is.html

  7. Cisco.com 2010 study

  8. Top Task Methodology http://www.customercarewords.com/how-it-works.html

  9. Statistically Significant Data To make sure the results was statistically significant, we made sure to have a sample size of over 400 responses. • Valid Responses: 461 • Period of Poll: July 31, 2012 to September 26, 2012 • Social Platforms Analyzed: • Facebook (facebook.com/cisco) • Twitter (@ciscosystems) • Cisco Communities (communities.cisco.com)

  10. Vote Trend Analysis

  11. Cisco’s Top Five Tasks for Social Network design (best practices, peer recommendations) Configuration, installation, set-up, deployment Training Events (webcasts, seminars, Cisco Live) Certification (requirements, renewal, status)

  12. Top five tasks (95% Confidence)

  13. Top 50% Tasks Empathy Score: 61%Customer Vote vs Team Vote

  14. Segmentation Question: Which online Cisco social community do you primarily use?

  15. Total

  16. Twitter

  17. Facebook

  18. Cisco forums and communities

  19. Segmentation Question: Do you access Cisco social content using a mobile device?

  20. Total

  21. Yes

  22. How can you leverage the research? • Research is an important part of the work we do because it informs our strategy.  Here’s how you can leverage the top tasks research: • Define your business objective • Create your social media strategy • Understand what top tasks your social channel should focus on • Align your communication strategy with your users’ top tasks • Measure how well your visitors can complete their tasks

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