Cisco Live! Social Media Hub Comprehensive Report
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Cisco Live! Social Media Hub Comprehensive Report

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A metrics readout describing the results of the social media engagement for Cisco Live 2013 (Orlando, FL). The Social Media Hub was a physical space that was used as a vehicle to facilitate this......

A metrics readout describing the results of the social media engagement for Cisco Live 2013 (Orlando, FL). The Social Media Hub was a physical space that was used as a vehicle to facilitate this engagement.

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  • 1. 1© 2010 Cisco and/or its affiliates. All rights reserved. July 2013 Charlie Treadwell, Bernadette Koscielniak, George Metrik, Davythe Dicochea, Kathleen Mudge, LaSandra Brill– Social Media Marketing GolinHarris Cisco Live! Social Media Hub Comprehensive Report
  • 2. © 2010 Cisco and/or its affiliates. All rights reserved. 2 The social media team had two primary goals at Cisco Live! 2013…. Enhance the experience for in-person attendees and Create brand content and elevate user content
  • 3. © 2010 Cisco and/or its affiliates. All rights reserved. 3 • Created an on-site hub with screens showing real-time content and conversations from the event • Staffed the hub for the first time with community managers and content creators to engage attendees as Cisco Live on Twitter and Facebook • Created over 100 real-time graphics to address key conversations and elevate key messages
  • 4. © 2010 Cisco and/or its affiliates. All rights reserved. 4 • The Social Media Hub team • Drove 40M impressions • Accounting for ~20% of the overall Cisco Live impressions • Cisco Live! social media mentions • Created 227M impressions • 46k total social mentions • Mentions doubled from 2012 to 2013 • #CLUS trended nationally on Twitter twice during the show • Social Media Hub team’s engagement volume was so high at one point that it exceeded Twitter’s engagement limits
  • 5. © 2010 Cisco and/or its affiliates. All rights reserved. 5 “Across all categories, we saw record satisfaction scores, engagement in educational sessions and a general excitement for Cisco’s strategic direction as well as the overall Cisco Live experience” --Blair Christie, CMO “#CLUS is like Christmas… as soon as it's over, I'm already looking forward to next year! Thanks @CiscoLive, it was an awesome event!” --Rolf Schaerer, CCIE
  • 6. © 2010 Cisco and/or its affiliates. All rights reserved. 6 • Social Media Hub Performance • Cisco Live Visibility • Cisco Live Insights • Recommendations
  • 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 77© 2010 Cisco and/or its affiliates. All rights reserved.
  • 8. © 2010 Cisco and/or its affiliates. All rights reserved. 8 • The Social Media Hub content creation and engagement team drove 40M impressions or nearly 20% of the overall impressions generate from the event through direct attendee engagement and real-time content creation • Created an average of 30 pieces of creative imagery in real-time a day Change perception and behavior • Building the Cisco brand: Supported key messages from keynotes by creating and sharing images in real-time. • Enhancing attendee experience: Provided mobile chargers, little extras and contests to keep attendees engaged and excited. • Addressing issues: Limited mobile app outage conversation by sharing information within minutes of reported outage and assisting attendees on an individual level Increased engagement and visibility
  • 9. © 2010 Cisco and/or its affiliates. All rights reserved. 9 90 322 370 387 307 266 0 100 200 300 400 500 Sat Sun Mon Tue Wed Thu 4 RTs 18,801 Imps 7 RTs 36,826 Imps 3 RTs 17,636 Imps 21 RTs 33,765 Imps 12 RTs 18,390 Imps 44 RTs 75,088 Imps 10 RTs 20,492 Imps 66 RTs 65,194 Imps 12 RTs 28,632 Imps 31 RTs 32,458 Imps 24 RTs 28,406 Imps The Social Media Hub team proactively drove more than 1,700 engagements during the course of the show with more than 100 real-time, custom images produced. This integrated content production and engagement approach drove more than 3,000 engagements with key stakeholders, more than 8,000 clicks, and nearly 40M social impressions. Sent Posts
  • 10. © 2010 Cisco and/or its affiliates. All rights reserved. 10 • The Social Media Hub was mentioned 647 times as a meeting place, a place to watch the keynotes, and in a positive way. • Mentions were spread throughout the show and peaked around keynotes and afternoon contests / engagements
  • 11. © 2010 Cisco and/or its affiliates. All rights reserved. 11 • The Social Media Hub produced used real-time data to capture trends that guided content creation • Daily and intermittent reports kept members at all levels of the organization informed about performance and emerging trends of the show. These trends and stats even guided Blair Christie’s keynote content
  • 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1212© 2010 Cisco and/or its affiliates. All rights reserved.
  • 13. © 2010 Cisco and/or its affiliates. All rights reserved. 13 • Twitter was the most used channel to talk about Cisco Live!. This should not come as a surprise given the medium lends itself nicely to comment on ongoing events and conversations were reinforced through the Cisco Live Social Media Hub • Mentions across Facebook, Blogs and Mainstream News had a much different flow than on Twitter. Whereas the latter peaked towards the start of the event concentrating on key announcements, blog pieces were more frequently found at the end of the week suggesting write-ups of the entire event Twitter 94% Facebook 3% Blogs 1% Images 1%Mainstream News 1% Twitter Facebook Blogs Images Mainstream News Comments Forum Replies Videos Forums Twitter 43,077 Facebook 1,444 Blogs 416 Images 313 Mainstream News 285 Comments 198 Forum Replies 144 Videos 143 Forums 32 Total Mentions 46,051 *Forums, Forum Replies, Videos and Comments represented less than 1% of the total conversations
  • 14. © 2010 Cisco and/or its affiliates. All rights reserved. 14 0 2,000 4,000 6,000 8,000 10,000 12,000 Jun-5|Jun-18 Jun-6|Jun-19 Jun-7|Jun-20 Jun-8|Jun-21 Jun-9|Jun-22 Jun-10|Jun-23 Jun-11|Jun-24 Jun-12|Jun-25 Jun-13|Jun-26 Jun-14|Jun-27 Jun-15|Jun-28 Jun-16|Jun-29 Jun-17|Jun-30 Jun-18|Jul-1 Jun-19|Jul-2 Preshow Day 1 Day 2 Day 3 Day 4 Day 5 Postshow 2012 2013 • Looking at Cisco Live! and the five days preceding and following it, 2013 drove more than double the conversations of 2012. 0 500 1,000 1,500 2,000 2012 0 500 1,000 1,500 2,000 2,500 2013 Top Topics by Year
  • 15. © 2010 Cisco and/or its affiliates. All rights reserved. 15 • There have been over 46,051 mentions of Cisco Live! throughout the month of June • Anticipation for the event started as early as two weeks before opening Sunday and momentum build up continuously up until the 23rd • Conversation volume naturally accelerated with the start of Cisco Live! and culminated with John Chambers’ keynote on Tuesday, the 25th of June • The concluding two days were a mirror image of the first two before overall engagement quickly tallied off towards the weekend 0 2000 4000 6000 8000 10000 12000 Beginning of Cisco Live John Chambers Keynote
  • 16. © 2010 Cisco and/or its affiliates. All rights reserved. 16 • New Catalyst product announcements dominated conversations on the second day • John Chambers and Robert Lloyd drove Cisco Live! mentions with their respective keynotes on Tuesday and Wednesday • 90% of conversations were positive* • 83% of June Cisco Live! conversations occurred during the duration of the event • The functionality of the mobile app was widely commented on and received a lot of praise 0 2000 4000 6000 8000 10000 12000 6/22/2013 6/23/2013 6/24/2013 6/25/2013 6/26/2013 6/27/2013 6/28/2013 0 200 400 600 800 1000 1200 1400 1600 1800 Negative Positive John Chambers Keynote Robert Lloyd keynote New Catalyst announcements Availability and functionality of the mobile app *excluding neutral
  • 17. © 2010 Cisco and/or its affiliates. All rights reserved. 17 30366 900 700 579 415 365 354 290 286 219 0 5000 10000 15000 20000 25000 30000 35000 #clus #cisco #ciscolive #ioe #clscavenger #ccie #emc #flexpod #gamechanger #sdn Total Count Insights • Attendees adopted and used hashtags beyond just event (#clus) hashtag. • #IoE and #CCIE are evergreen tags that benefited from the overall increase in volume around Cisco Live!. People used #gamechanger to organize thoughts about Nexus 7700, we will track to see if this hashtag continues to be used. • #clscavenger hashtag organized content specific to an on the ground activation.
  • 18. © 2010 Cisco and/or its affiliates. All rights reserved. 18 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Postive Neutral Negative • Both #clus and #ccie drove extremely positive conversations. • Overall, #clus conversations were generically positive with commenters heralding a great presentation, great interactions with peers, or a great day at Cisco Live. Additionally, the super-charged wifi drove a number of positive conversations. • The CCIE party, along with individuals receiving their CCIE certification, drove the majority of positive #ccie conversations. Negativity arose around long check-in lines and the bus transportation to the party. • On average top hashtag conversations were 10 times more positive than negative.
  • 19. © 2010 Cisco and/or its affiliates. All rights reserved. 19 • Although the vast majority of mentions originated from the US, the map above demonstrates the vast reach and engagement of Cisco Live! in June • The US and Canada represented nearly nine in ten mentions • Conversations in Europe were led by the UK, Finland and Netherlands which benefitted from attendees sharing their journey to and in Orlando
  • 20. © 2010 Cisco and/or its affiliates. All rights reserved. 20 California 2,528 Florida 1,330 North Carolina 942 Texas 880 Massachusetts 579 Georgia 524 New York 393 Illinois 355 Pennsylvania 341 Wisconsin 315 *Out of a 25,000 sample size Top Conversations by State • The majority of conversations originated from accounts based in California – home to both Cisco HQ and Silicon Valley. Secondly, Floridians heavily conversed as Cisco Live! was held in Orlando. • Out of the top 20 conversation driving states, 10 were located on the East Coast. • Within the sample size only Montana and North Dakota did not receive interactions, and the states represented in white drove less than 50 conversations apiece.
  • 21. © 2010 Cisco and/or its affiliates. All rights reserved. 21• Source: FB Insights / Sprinklr 52 RTs 75k Reach 43 RTs 43k Reach 55 Shares 19k Reach 13 RTs 1.48M Reach 3 RTs 1.48M Reach 9 RTs 1.47M Reach Content was designed to both lead topical discussion as well as elevate and respond to attendee conversations
  • 22. © 2010 Cisco and/or its affiliates. All rights reserved. 22 52 RTs 75k Reach 3 RTs 1.48M Reach During all the keynotes key messages were pulled and made into graphics in real-time to reinforce brand messages as well as increase sharability of those messages. We also elevated user comments that gained traction and supported Cisco’s brand and reputation.
  • 23. © 2010 Cisco and/or its affiliates. All rights reserved. 23 0 200 400 600 800 1,000 1,200 1,400 22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun @replies @Mentions RT's Insights The highest volume of Twitter retweeting came on Wednesday around “nerds” post Monday had the highest amount of interactions based on welcoming attendees and answering questions. Results 18,558 Total Followers 1,263 New Followers 1,742 Brand Posts 891 RTs 3,707 @Mentions 659 @Replies
  • 24. © 2010 Cisco and/or its affiliates. All rights reserved. 24 Insights Facebook was used by attendees as they planned and traveled to Cisco Live! but gave way to Twitter as the key channel for attendees and those following the event. Results 19,630 Total Followers 1,053 New Followers 19 Brand Posts 146 Shares 106 Comments 1,182 Likes 0 50 100 150 200 250 300 350 400 450 500 22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun Likes Comments Shares
  • 25. 25© 2010 Cisco and/or its affiliates. All rights reserved. Thank You!