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ThinkContent London 2017: Emma Roffey, Cisco

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Heather Eng

Emma Roffey, Marketing Director EMEAR, Cisco, on how companies are prioritizing customer advocacy by leveraging the power of content marketing.

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How companies are prioritizing customer advocacy by leveraging the power of content marketing Emma Roffey | Marketing Director EMEAR, Cisco THE MARKETING TRANSFORMATION:
ThinkContent London 2017: Emma Roffey, Cisco
It’s not about the pen. It’s about the needs of the buyer. It’s about what motivates the buyer to action.
From vendor vanity to audience centricity
The beginning…
To inspire People to Prefer, Chose & Advocate CiscoTo inspire people to prefer, choose & advocate CiscoPurpose To be an innovative leader in real-time, personalized marketing and communicationsVision
Country Centric
Hire me!
ThinkContent London 2017: Emma Roffey, Cisco
ThinkContent London 2017: Emma Roffey, Cisco
ThinkContent London 2017: Emma Roffey, Cisco
ThinkContent London 2017: Emma Roffey, Cisco
A new way of thinking and planning
ThinkContent London 2017: Emma Roffey, Cisco
Customer First Content
New engagement scoring A more engaged customer is more likely to buy. New engagement scoring. A more engaged customer is more likely to buy.
ThinkContent London 2017: Emma Roffey, Cisco
EFFICIENCY HighLow ENGAGEMENT Low High High Engagement Highly Efficient • Content is resonating • Drive to is bringing the right Audience and garnering subsequent engagement activities Low Engagement Highly Efficient • Content is resonating • Content not getting enough exposure • Was there a call to action that went along with the content? Low Engagement Low Efficiency • Content not resonating • Content not part of major drive-to High Engagement Low Efficiency • Content not resonating • Significant drive-to • Is the call to action relevant or consistent with the content? Action Consider Elimination Action Re-write or Re-purpose Content Action Stay the Course Action Increase Exposure
ThinkContent London 2017: Emma Roffey, Cisco
ThinkContent London 2017: Emma Roffey, Cisco
Our advocate hub: home to your most passionate customers, giving them a platform to voice their enthusiasm about your company through interactive challenges. The Cisco Gateway
ThinkContent London 2017: Emma Roffey, Cisco
Advocate Recruitment: Personalised Video Phase 1 Results: • 408 people watched video • 244 customers joined • 60% of video viewers converted • 16% overall conversion rate on initial send
“This is the first time I’ve received an invite like this, and it was surprising to receive it from Cisco! Very cool!”
The Gateway Results • 7,247 challenges completed • 678 all time invited advocates • Average acts of advocacy: 11.1
Our Top Advocates:
How We’re Transforming Customer Storytelling
UGC Customer Stories • 644 social shares in 5 business days (2,018 in < 1 month) • 6.7% conversion rate on embedded CTA (3 times higher) • 4 UGC customer stories in 2 months • 18 more customers have already volunteered to tell their stories in this format • Upshot stories 75% cheaper on average than standard EMEAR agencies
Embrace a new model Army of Advocates
Key Learnings 1. It’s all about the people 2. Culture eats strategy for breakfast 3. Don’t underestimate the time is takes to recruit the right people 4. Disproportionate need for process, and clarity around roles and responsibility 5. Unleash the creativity in your teams and take risk
Thank you

More Related Content

ThinkContent London 2017: Emma Roffey, Cisco

  • 1. How companies are prioritizing customer advocacy by leveraging the power of content marketing Emma Roffey | Marketing Director EMEAR, Cisco THE MARKETING TRANSFORMATION:
  • 3. It’s not about the pen. It’s about the needs of the buyer. It’s about what motivates the buyer to action.
  • 4. From vendor vanity to audience centricity
  • 6. To inspire People to Prefer, Chose & Advocate CiscoTo inspire people to prefer, choose & advocate CiscoPurpose To be an innovative leader in real-time, personalized marketing and communicationsVision
  • 13. A new way of thinking and planning
  • 16. New engagement scoring A more engaged customer is more likely to buy. New engagement scoring. A more engaged customer is more likely to buy.
  • 18. EFFICIENCY HighLow ENGAGEMENT Low High High Engagement Highly Efficient • Content is resonating • Drive to is bringing the right Audience and garnering subsequent engagement activities Low Engagement Highly Efficient • Content is resonating • Content not getting enough exposure • Was there a call to action that went along with the content? Low Engagement Low Efficiency • Content not resonating • Content not part of major drive-to High Engagement Low Efficiency • Content not resonating • Significant drive-to • Is the call to action relevant or consistent with the content? Action Consider Elimination Action Re-write or Re-purpose Content Action Stay the Course Action Increase Exposure
  • 21. Our advocate hub: home to your most passionate customers, giving them a platform to voice their enthusiasm about your company through interactive challenges. The Cisco Gateway
  • 23. Advocate Recruitment: Personalised Video Phase 1 Results: • 408 people watched video • 244 customers joined • 60% of video viewers converted • 16% overall conversion rate on initial send
  • 24. “This is the first time I’ve received an invite like this, and it was surprising to receive it from Cisco! Very cool!”
  • 25. The Gateway Results • 7,247 challenges completed • 678 all time invited advocates • Average acts of advocacy: 11.1
  • 28. UGC Customer Stories • 644 social shares in 5 business days (2,018 in < 1 month) • 6.7% conversion rate on embedded CTA (3 times higher) • 4 UGC customer stories in 2 months • 18 more customers have already volunteered to tell their stories in this format • Upshot stories 75% cheaper on average than standard EMEAR agencies
  • 29. Embrace a new model Army of Advocates
  • 30. Key Learnings 1. It’s all about the people 2. Culture eats strategy for breakfast 3. Don’t underestimate the time is takes to recruit the right people 4. Disproportionate need for process, and clarity around roles and responsibility 5. Unleash the creativity in your teams and take risk