Social Media @CiscoSystems:Our Approach to Listening & Responding     LaSandra Brill     Senior Manager, Digital & Social ...
Content                                                  Sharing &                                                   Ratin...
34% of Americans online have                                                           used social media to rant or rave  ...
• It is the new collaboration                                                            system between                   ...
BlogsMicromediaSocial NetworksVideo sharingGeolocationReviews & RatingsCustomer ServiceEventsWikisLive-castingPhoto sharin...
Listening or “Monitoring”                 “Groundswell” Social Objectives           offers the ability to learn           ...
Gaining insights to drive real business  results…              Identify                    Emerging Themes                ...
Stage 5                                                                                                                   ...
Meet          Charlie:          the          Conductor© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Con...
Listening & Response is handled by a network of  liaisons, SMEs and dedicated technical services team                     ...
Route messages to other                                                        teams                        Build Employee...
he knows when                                                           competitive                                       ...
• Cisco Data Center Enters a New Market with Unified     Computing (UCS)© 2010 Cisco and/or its affiliates. All rights res...
Cisco you suck - I have to register &                    then click bloody download and                    accept about a ...
Cisco responded to an Executive tweet asking a question about TelePresence.                                               ...
© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   17
© 2010 Cisco and/or its affiliates. All rights reserved.   This framework was built using the USAF Blog Triage   Cisco Con...
Content Management                                         Content       Conversations           Conversation Mgmt.• Video...
Cisco Product      SocialMiner                    Global Cisco                                                           F...
Chart Data Source: Radian6© 2010 Cisco and/or its affiliates. All rights reserved.                                Cisco Co...
© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   22
© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   23
•         Build your team & listening           network •         Know how you are going to           handle a situation •...
Thank you.
Social Media @CiscoSystems:Our Approach to Listening & Responding
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Social Media @CiscoSystems: Our Approach to Listening & Responding

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  • But first, an overview of how social media has changed our ecosystem - Based on Chris Brogan’s presence frameworkListening across all these properties
  • 46% brutally honest – easier to do than when you’re face to face or on phoneAll of these numbers and statistics probably differ depending on which study, survey or research you’re looking at…but the main point is the numbers are LARGE
  • So why does this matter?
  • Social Media is not a fadCommunication has evolved from one to one, to one to many, to many to many
  • To demonstrate the increased growth. Each petal represents a channel such as Video, Blogs, Photo sharing – and within each channel are examples of some of those channels so you can see how huge, conversations could be happening about your company/product/brand on any of these channels and probably is
  • Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
  • How we’ve progressed through the journey
  • Talk here about sales opportunities as well…
  • you need to have a strategy in place and an important part of that is having a listening framework and work flow in place – the one is based on the US Air Force blog triage
  • Volume, what’s driving spikesWhere, what
  • Social Media @CiscoSystems: Our Approach to Listening & Responding

    1. 1. Social Media @CiscoSystems:Our Approach to Listening & Responding LaSandra Brill Senior Manager, Digital & Social Media Strategy Cisco Systems, Inc.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
    2. 2. Content Sharing & Rating Forums Organization Web Site Blogs cisco.com Social Networks Blogs Cisco Blogs Home Base Outposts Passports Priority: 1 Priority: 2 Priority: 3 Time Budget: ~50% Time Budget: ~40% Time Budget: ~10% Listening Station Always on© 2010 Cisco and/or its affiliates. All rights reserved. Tuning in to online conversations Cisco Confidential 2
    3. 3. 34% of Americans online have used social media to rant or rave about a company, brand, or product 38% aim to influence, 46% feel they can be brutally honest on the internet Facebook fans are more 28% likely than non-fans to continue using a product 41% fans are more likely than non-fans to recommend to a friend Harris Interactive, Harris Poll, June 2010 Syncapse Corp, The Value of a Facebook Fan, June 2010© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
    4. 4. • It is the new collaboration system between employees, customers and brands • Most efficient listening and feedback-gathering channel available • Accelerates word of mouth© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    5. 5. BlogsMicromediaSocial NetworksVideo sharingGeolocationReviews & RatingsCustomer ServiceEventsWikisLive-castingPhoto sharingMusic sharingDocument sharingSocial Bookmarking
    6. 6. Listening or “Monitoring” “Groundswell” Social Objectives offers the ability to learn from what your  Listening customers are saying.  Talking  Energizing  Spreading  Supporting  Embracing© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    7. 7. Gaining insights to drive real business results… Identify Emerging Themes Capture Find Fans Industry Trends and Advocates Competitive Discover Insights Product Issues Benefits of Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    8. 8. Stage 5 Fully Engaged Stage 4 Stage 3 Impactful Stage 2 Operational • Social listening and Stage 1 Experimental engagement drives real • Share insights broadly business results Traditional • Dabbling in social • Key players/responders • Cross-functional teams • Customer understanding listening occurs identified (i.e. product, partner to listen, engage occurs via focus groups, • Initial understanding of marketing, support) consistently and make surveys, or phone conversation landscape • Develop initial response changes based on channel/support process, start engaging insights • Perceive potential • No concerted effort benefits of listening • Starts to be embedded in • Listening data matched around social listening; business operations with other data to possible skepticism • Still disconnected to provide real-time overall about benefits business operations • Executive sponsorship health of brand Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    9. 9. Meet Charlie: the Conductor© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    10. 10. Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team Listening Liaison Product/Solution Listening Liaison Mktg, etc.SMEs Crisis Comms, etc. Dedicated Team for Support Response & Engagement, Technical Services Listening Liaison Partner/Field Mktg, etc. Listening Liaison Product/Solution Marketing, etc. Social Media Listening Center, SMEs Digital & Social Media Marketing © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    11. 11. Route messages to other teams Build Employee Database Scan Social Mentions about Answer Questions Executive Tours Cisco Reporting & Analysis Identify and thank advocates Build Partner Database Monitor Competition© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    12. 12. he knows when competitive conversations spike and can tell us why and is monitoring Cisco products, services and brands for shifts in sentiment or emerging themes© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
    13. 13. • Cisco Data Center Enters a New Market with Unified Computing (UCS)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
    14. 14. Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail @henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8 @CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    15. 15. Cisco responded to an Executive tweet asking a question about TelePresence. • Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page. • Cisco calm fears and avoids any further public escalation of concerns on Facebook. • The customer has since removed his negative comments from the Facebook wall.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    16. 16. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    17. 17. © 2010 Cisco and/or its affiliates. All rights reserved. This framework was built using the USAF Blog Triage Cisco Confidential 18
    18. 18. Content Management Content Conversations Conversation Mgmt.• Video • Listening/Insights• Posts • Multiple Users• Images • Posts• Links • Interactions• Campaigns • Comments • Campaigns Metrics & Analytics Metrics & Analytics • Impressions/Reach • Interactions • Shares/Trackbacks • Workflow© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
    19. 19. Cisco Product SocialMiner Global Cisco Family Group 2 Visualization Tweets Twitter Cisco Product Word Cloud Influencers Family Group 2© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
    20. 20. Chart Data Source: Radian6© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
    21. 21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
    22. 22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
    23. 23. • Build your team & listening network • Know how you are going to handle a situation • Consider a Social Media Listening Center as a change agent • Document your successes to prove your value© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
    24. 24. Thank you.

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