Cisco Social Media Playbook:Best Practice SharingJune, 2010Prepared by:Amy PaquetteCisco Social Media MarketingTwitter: @firstname.lastname@example.org
Cisco Social Media Playbook: Best Practice SharingIntroduction 3Cisco Social Media Strategy 5Why Get Involved in Social Media? 6 Message Gets Out Faster 6 Affects on Branding and Reputation 7 Increasing the Impact of Direct Marketing 7 Gather Business Intelligence through Social Listening 8 Move from Campaigns to Meaningful Relationships 9 Activate Brand Advocates/Influencers 10Policy and Guidelines 11Social Media Landscape 14Social Networking Tools 16Social Media Successes 20Crisis Management 23Cisco Social Media Certification Program 24Expectations of Cisco Managers 24
Cisco Social Media PlaybookCisco Social Media Playbook:Best Practice SharingWith the growth of social media—such as blogs, video and audiopodcasts, online communities and the resurgence of message boards—the communications landscape has changed. Video is now consideredthe killer application and included in many aspects of corporatecommunication.Even average consumers are self-publishing their views, experiences and beliefs aboutcompanies and no group is more in tune with this than the ‘millenials.’ Presently, these15-31 year olds interact using video, audio and mobile applications both in a social andprofessional context.To capture these consumers’ attention, companies like Cisco must shift from using justtext and images to deliver messages to video and mobile platforms. As such, companiesare beginning to effectively engage in one-to-one conversations by blogging and videoblogging about issues and events and participating in channels where these customerstake part.Cisco has been active in the social space since the spring of 2005. We first debuted ourhomegrown corporate blogs, and have subsequently introduced additional bloggingcommunities, discussion forums, wikis, Facebook and Twitter communities, and more.What we learned from our initial foray into the social media world is that these toolsprovide an opportunity for us to listen online, gather feedback, and learn from customerexperiences. We quickly realized that social media had more value than simplybroadcasting brand messages or providing thought leadership. Social media gaveCisco a means to have open and honest conversations with a broader, global base ofcustomers, potential customers, partners, and employees.