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Cisco's Social Media Journey
 

Cisco's Social Media Journey

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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 ...

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.

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    Cisco's Social Media Journey Cisco's Social Media Journey Presentation Transcript

    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Becoming a Conversationalist Social Media Organization of the Future LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
    • Cisco’s Social Media Journey LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
    • 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
    • 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
    • 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
    • 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
    • Market Awareness Public Q&A Using Video + Twitter + Blog LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
    • 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
    • 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 Confidential 16
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32