Richard Moir - Cisco - presentation at SMU

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Richard Moir CTO Cisco Scotland presentation at Social Media Unleashed - as hosted by twintangibles and New Media Corp at The Lighthouse, Glasgow, 17th March 2011
Describes some of the ways that Cisco use Social Media

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Richard Moir - Cisco - presentation at SMU

  1. 1. Social Media –Empowering People,Empowering BusinessSocial Media Unleashed-The Lighthouse Glasgow TheRichard Moir, Chief Technology Officer Cisco Scotland Moir© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. Social Media... Digital tools that facilitate interaction and conversation between people, businesses, brands, organisations.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. Trans-media dialogue press campaign approach campaign campaign release dialogue year Digital reach year From To  Campaign focus p g  Extending the dialogue g g  Ongoing and growing over multiple platforms  More user and subject matter expert involvement  Showcasing thought leadership  Programme management© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. Key venues such as Facebook, Digg, Twitter, Delicious, LinkedIn ll have Li k dI all h rather large concentrations of over 35’s.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. Brand Value“Companies deeply engaged in social media p py g g by 18% over last year …companies that were least engaged dropped companies 6% on average.” Charlene Li, Founder, Altimeter Group July 2009 Report “ G G “ENGAGEMENTdb” ” http://www.engagementdb.com© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. CISCO COUNTRY SITE 4,300 fans 11,900 11 900 followers + 50% m/m / + 10% m/m 12 pages 19 handles Amplify and promote local Country FB fan pages integrate & content/ leverage US content aggregate content Blogs Events 106,000 views Offers 19,000 19 000 reads + 10% m/m Buy Now + 10% m/m 16 channels 13 blogs Local country channels – subtitled or local video Country & topic blogs© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. • Conversations: • Strategy: • Listen • Who • Monitor • How • Analyse • What • Where Listen Plan • When Just because it’s social … …doesn’t mean it’s casual! Measure Engage • Results: • Audiences: • Measure • Content • Monitor • Conversation • Analyse • Interaction© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. Key Insights: • Activity executed in 14 different countries • Crete launch promoted across all social media venues: -Launch videos on youtube y - Blogs posted to local blog sites - Promotion of social media release via twitter - Status updates on Linkedin • Great breadth of coverage at next to no cost • Plan to keep up momentum in Q3: - Launch of facebook campaign in conjunction with Mozy - Integration and promotion of Buy Now capability© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Key Figures: Key Figures •Twitter > Clicks to registration ‐ 948 •YouTube > Clicks to registration ‐ 246 •Facebook > Clicks  to registration ‐ 1736 g •YouTube video views ‐ 7799 •New FB Fans – 2359 (+198%) 2009 2010 2011© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. Virtual Events 870 virtual participants at Virtual live event reach 1,900 Twitter followers +28% Community blogs forums blogs, forums, Year- expert Q&A, webinars round engage- engage ment© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. • 250K registered users• 50K Facebook fans• @800-1 000 new users/week @800 1,000• @7,500 external user posts/week• 80% call avoidance f support ll id for t© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. Cisco I-Prize Cisco i-Zone3,000 participants Internal Innovation in Europe800 ideas 60% employee participation156 countries, 6 continents© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. Central view for customized Integrated Cisco news contact lists across all spaces Integrated with Exchange for Integration mail, tasks and with calendar Communities and projects Learn My View© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. 1,200,000 Messages Received Messages Received External1,000,000 Messages Received Internal Messages Sent 800,000 Messages Sent External M S tE t l Messages Sent Internal 600,000 400,000 200,000 0 FY09Q4 FY10Q1 FY10Q2 FY10Q3 FY10Q4 FY11Q1 © 2011 Cisco and/or its affiliates. All rights reserved. Source: mstat.cisco.com Cisco Confidential 17
  18. 18. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. Video A minute of video is worth 1.8 1 8 million words Brands using online video g have seen lifts of 20-40% in incremental buying over other ad f th d forms49% of people whopurchased technologycited online video as“influential collateral” top pprepare to make apurchasing decision © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. Thank you you.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

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