Cisco and the Social Web
         Our Adoption and Evolution


         LaSandra Brill
         Sr. Manager, Global Social...
Agenda

               An Introduction to Social
                Media
               Cisco’s Social Media
             ...
Two-Way
                                                                                                                 C...
Social Media =
                Increased Revenue



               Companies deeply engaged in social
               media...
The Conversation Prism:
             The New Communications and Social Landscape




            Source: Conversation Pris...
The Ladder of Participation
                                                                                              ...
Becoming a Conversationalist
             Social Media Organization of the Future




LB_Social Media_Mar10   © 2010 Cisco...
Cisco’s Social Media
             Journey




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Ci...
Cisco Social Media Strategy
             Participation is the Currency of the New Economy




                Joining the
...
Your Personal Compass
             Has Not Changed

                                                                      ...
Social Media at Cisco


                                                                      1K+ videos
        20 extern...
Blogging at Cisco


                                                                                               Why…
  ...
Market Awareness
             Public Q&A Using Video + Twitter + Blog




LB_Social Media_Mar10   © 2010 Cisco Systems, In...
Connect on Twitter
             Customers, Partners, Analysts, Press

               Amplify Cisco’s
                Voic...
Respond to the Public




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   15
New Ways to Engage with Partners




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confi...
Hosting Events via Twitter: “Tweetup”
             Turn Online Connections into Real World Events




LB_Social Media_Mar1...
Live Customer Polling Via Twitter
             @CiscoLive
    41% of participants in twitter poll
     selected collabora...
Customer Tweets at Cisco Live
                        “Cisco just demonstrated throwing a call from one iPhone to
        ...
Community Engagement




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   20
The Proof is in the Numbers
             Integrated Social Media Launch Strategy

                        CRS-1 Launch    ...
Cisco’s Social Media Journey
              Evolving our Launch and Event Strategy
             Reduces Cost               ...
Social Media Launch Schedule
                                                                                             ...
Cisco Company Meetings

                                                                                               Ent...
Reverse Mentoring Program:
             Leveraging our Gen Y Workforce to Prepare our
             Executives for Web 2.0
...
Communication Is the First Step to
             Change Management




Learning
 Home
  Page

                             ...
Lessons Learned




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   27
Learning the Hard Way




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   28
Key Takeaways




LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   29
Key Takeaways

               Listen to the conversation
               Engage…join relevant social networks to connect
...
Resources

               News@Cisco: http://newsroom.cisco.com
               Cisco Blogs: http://blogs.cisco.com
     ...
LB_Social Media_Mar10   © 2010 Cisco Systems, Inc. All rights reserved.   Cisco Confidential   32
Upcoming SlideShare
Loading in...5
×

Cisco's Social Media Journey

7,717

Published on

This presentation was created for customer executive briefings who want to learn more about Cisco and the social web and how we have adopted social media to connect with customers, partners and employees.

Published in: Business, Technology
2 Comments
15 Likes
Statistics
Notes
No Downloads
Views
Total Views
7,717
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
643
Comments
2
Likes
15
Embeds 0
No embeds

No notes for slide

Transcript of "Cisco's Social Media Journey"

  1. 1. Cisco and the Social Web Our Adoption and Evolution LaSandra Brill Sr. Manager, Global Social Media March 2010 lbrill@cisco.com Twitter: @LaSandraBrill LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
  2. 2. Agenda   An Introduction to Social Media   Cisco’s Social Media Journey   Lessons Learned   Key Takeaways LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  3. 3. Two-Way Communication Business in a (not one way) Web 2.0 World Build Communities (not websites) Join the Conversation (not just in Organic your domain) (not paid) Create a Relationship Integration (not an event) (not interruption) LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  4. 4. Social Media = Increased Revenue Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average. Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb” LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  5. 5. The Conversation Prism: The New Communications and Social Landscape Source: Conversation Prism by Brian Solis, www.briansolis.com LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  6. 6. The Ladder of Participation Creators (27%) Conversationalists (37%) Critics (29%) Collectors (29%) Joiners (69%) Spectators (69%) Inactives (23%) Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008) LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  7. 7. Becoming a Conversationalist Social Media Organization of the Future LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  8. 8. Cisco’s Social Media Journey LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  9. 9. Cisco Social Media Strategy Participation is the Currency of the New Economy Joining the Employee Conversation and Customer Listening ENGAGE LISTEN to the and apply learning conversation Meaningful Participation PREPARE: Business process Strategy change and Alignment LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  10. 10. Your Personal Compass Has Not Changed Abide by the Rules Be Responsible Add Value Be Mindful Be Honest Be Respectful Be Yourself LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  11. 11. Social Media at Cisco 1K+ videos 20 external blogs 2.2M views 500k views/qtr Top video: # comments Future of Shopping up 164% (1M views) 108 Cisco feeds with 79 Cisco groups with 200k followers, up 60% 85k fans, up 29% Top exec: P. Warrior 16k employees on 1.5M+ followers Cisco group 300+ photos 350+ podcasts 400k views, up 100% 200k streams Top set: Cisco Live Rated 5 stars on (2k views) iTunes! LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  12. 12. Blogging at Cisco Why…   Create conversations with customers, partners, employees and the public   Platform to discuss the role of the network   Thought leadership How…   Extensive use of video increases engagement   Integrated blogs with communications campaigns LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  13. 13. Market Awareness Public Q&A Using Video + Twitter + Blog LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  14. 14. Connect on Twitter Customers, Partners, Analysts, Press   Amplify Cisco’s Voice   Share insights   Get feedback   Share information   200K+ followers   60% avg. monthly growth LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  15. 15. Respond to the Public LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  16. 16. New Ways to Engage with Partners LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  17. 17. Hosting Events via Twitter: “Tweetup” Turn Online Connections into Real World Events LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
  18. 18. Live Customer Polling Via Twitter @CiscoLive   41% of participants in twitter poll selected collaboration as top message during J. Chambers’ keynote   50% of subscribers participated in twitter poll during P. Warrior’s keynote   84% of respondents in a poll liked Cisco’s use of twitter at Cisco Live! LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
  19. 19. Customer Tweets at Cisco Live “Cisco just demonstrated throwing a call from one iPhone to another using 2.0 firmware, very awesome.” “wow @CiscoLive you are making me think Cisco kinda gets social media and web 2.0.” “Cisco innovation keynote by Warrior CTO of Cisco is engaging. She has mentioned Twitter 6 times.” “Listening to some VERY smart people here at Cisco gig talking about emerging markets - these guys are impressive.” “Power of Collaboration ... enabled by the Network! The speech was good and it looks like Cisco has a great vision! #ciscolive.” “Lots of play-by-play tweeting occuring at JC’s keynote -- tag with #ciscolive -- exciting energy here in Orlando!” LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
  20. 20. Community Engagement LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
  21. 21. The Proof is in the Numbers Integrated Social Media Launch Strategy CRS-1 Launch ASR 1000 Launch Approach: traditional, physical Virtual, Viral and Visual—Leveraging event Web 2.0 technologies No travel ─saved carbon emissions Travel: required extensive audience equal to 188 tons of coal or 42,000 travel to San Jose, CA gallons of gas Size: 100+ attendance in 100 Global: 7,000+ attendance in 128 countries countries Cost: $20,000+ in airport car Cost less than ONE-SIXTH of CRS-1 service alone launch expense Coverage: 87 articles, 135 press 245 articles, 1000+ blog posts, 45M+ attended events impressions LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
  22. 22. Cisco’s Social Media Journey Evolving our Launch and Event Strategy Reduces Cost Extends Reach Engages Customers  $250K Savings  Participants from 116 countries  1.4M+ Padmasree Twitter Data Center blogging vs. Virtual ASR 9000 launch event Followers traditional media Viral growth through thought  1.6M Video Views: ISR2 “Future leadership  ASR 1000 Launch 6x of Shopping” less expensive “Viral” in Facebook, esp in Asia,  Digital Cribs Reached 90X more Middle East 60,000+ views, 23,000+ people comments Nexus Launch Digital Collaboration Digital Cribs CES Cribs 2 Unified ASR Computing ASR 9000 Borderless 1000 Networks 2007 2008 2009 Go-to-Market Buzz + Consumer Integrated Social Media Buzz/Leak Twitter Facebook Global, Channel Using Blogs Monitoring Generated Media Social Media Feed Page, Management Contest Viral Video Social Plans Contest Plan Live Blogging LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
  23. 23. Social Media Launch Schedule Launch – 10/26 Social Media Monitoring Influencer Analysis Cisco Twitter Cisco Blogs Other NWS Communities Distribute videos on YouTube and TubeMogul Facebook Outreach Influencers At Event Twitcam Interview Blog/Twitter Monitoring & Response 3rd Party Blogger & Influencer Engagement LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
  24. 24. Cisco Company Meetings Entirely Virtual 6 locations:   Canada, Israel, United Kingdom, North Carolina, Texas and live in San Jose, CA   11,000+ watching 24 LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
  25. 25. Reverse Mentoring Program: Leveraging our Gen Y Workforce to Prepare our Executives for Web 2.0 Web 2.0 Summit, Gen Y Panel, June 2009 LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
  26. 26. Communication Is the First Step to Change Management Learning Home Page Workshop Schedule Learning Discussion Forum LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
  27. 27. Lessons Learned LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
  28. 28. Learning the Hard Way LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
  29. 29. Key Takeaways LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
  30. 30. Key Takeaways   Listen to the conversation   Engage…join relevant social networks to connect with colleagues/customers   Experiment…try new ways to interact with your customers and see what works   Track your success (Measure hits, engagement, conversations)   Be relevant to the message and medium   Be yourself and have fun LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
  31. 31. Resources   News@Cisco: http://newsroom.cisco.com   Cisco Blogs: http://blogs.cisco.com   YouTube: http://www.youtube.com/Ciscovid; http://www.youtube.com/CiscoPR   Twitter: http://www.twitter.com/ciscosystems   Facebook: http://www.facebook.com/Cisco   Flickr: http://www.flickr.com/groups/cisco/ LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
  32. 32. LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×