CISCO B2B INTEGRATED SOCIAL MEDIA CAMPAIGN (GREATER CHINA) CASE STUDY University of Westminster MA Public Relations Module: Corporate Communication Gao Han

AGENCY PROFILE

•  Founded in 2007, Engauge is a full-service marketing agency for the digital and social sector.

•  Help grow our clients' businesses by leveraging creativity and technology to connect brands and consumers through the most relevant content and channels.

•  One of the biggest American independent digital marketing companies

1.About Engauge

AGENCY PROFILE

2.Leardership

AGENCY PROFILE

3.Clients

Case Study

1.The Challenge

•  CISCO Systems, Inc. is an American multinational corporation headquartered in San Jose, California, that designs, manufactures, and sells networking equipment.

•  As a leading B2B tech company, CISCO now need to deliver its information on the age of internet and stand out from their competitors. Given the fact that the marketing contents provided by CISCO are too professional to engage social media audiences.

Case Study

2. The Insight

•  For this campaign, Engauge didn’t put their attention on the building of social media followers, for the B2B company, the number of followers are not as significant as B2C company.

•  Social media is not the ultimate goal, the ultimate goal is after utilising a series of interactive activities, such as CISCO workshop, Sina Weibo activities, introduce these fans into CISCO “we media” database, make them potential consumers, then create business volume at last.

Specialised langueages

Funny langueages (fit social media)

Opinion Leaders (Scholar, colleague, IT professionals,

related entrepreneur and Uni)

Social Media

Community Database

Case Study

3. Integrated Platform

•  Integrated 6 Chinese social media platforms

• CISCO Customer Interaction Network-CIN, CISCO Chinese technology community, Sina Weibo, Youku Channel, Wechat, official website.

• Each platform coordinate with each other and densely connected, Maximising the communication effect.

• 

Case Study

4.The Solution

Engauge introduced the Positively Cisco campaign to make the brand more relatable to customers, partners, and tech enthusiast by creating infographics, video snippets, tweetable phrases and talking points.

One activation, The Internet of Things, used easy-to-digest data points to show the fascinating connections between the Internet and the rest of the world. For example, did you know the number of devices connected to the Internet well exceeds the number of people on Earth?

Social Ambassador Program Engauge enabling Cisco executives and employees to share their expertise and content about their company on Weibo, We chat, CISCO CIN & CISCO community. Engauge offered key executives one-on-one training on different social platforms. These executives then acted as leaders in the program and laid the foundation for employees to participate. Employees who signed up were given similar training on social media in the B2B space, as well as coaching on best practices. As a result, employees not only learned social media proficiency, but also became advocates for the Cisco brand.

Case Study

2.Results

•  In 2012,CISCO Chief Marketing Officer (CMO) was awarded one of the most socialised CMO globally

•  More than 350 employees attended ambassador programme, the

followers of them have over 100,000 on Sina Weibo.

Case Study

2.Client Testmonial

References Paul A. Argenti (2007). Corporate Communication . Singapore: McGraw.Hill. Engauge. (2012). Case study cisco. Available: http://www.engauge.com/work/Cisco. Last accessed 2nd Feb 2014. Advertising view magazine. (2013). Cisco b2b integrated marketing case. Available: http://info.ceo.hc360.com/2013/07/020839238740.shtml. Last accessed 2nd Feb 2014. Philip Kotler. (2013). Business-to-business marketing: Kotler on marketing. Available: http://www.marsdd.com/articles/business-to-business-marketing-kotler-on-marketing/. Last accessed 2nd Feb 2014. Philip Kotler (2012). Marketing management. 2nd ed. London: Harlow : Pearson . Integrated Marcom Minute. (2010). B2B Integrated Marketing Communications: The Impact of Social Media. Available: http://jdamico.net/resources/links/integrated-marcom-minute-newsletter/b2b-integrated-marketing-communications-the-impact-of-social-media. Last accessed 2ed Feb 2014.