How Cisco Operationalizes Social Media for Repeated Success

How Cisco OperationalizesSocial Media for RepeatedSuccessLaSandra BrillSenior Manager, Social Media Marketing@LaSandraBrillFebruary 9, 2011© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

Two-Way Communication Marketing in a (not one way) Web 2.0 World Build Communities (not websites) Join the Conversation (not just in your domain) Organic (not paid) Create a Relationship Integration (not an event) (not interruption)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Community Centralized Managers CMO Team Centralized Corporate Communications  Infrastructure Team  Process  Policy  Best Practices  Training  Consultation  Agency Services© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

Social Media Social Media Social Media Social Media Enablement Consulting Management Labs Social Media Listening  Consultation on  Brand Campaign  Innovation & integration Program Strategy and Tactics Planning & Execution on Cisco.com Social Media Playbook  Consulting on Tools and  Corporate Blog  Mobile strategy & Planning and Metrics Applications Program integration Templates  Case Studies and Best  Online Community  Social CRM Social Media Practices Program  Online rewards & Certification Program  Business Case  YouTube Community badging Monthly Social Media Development Management Roundtables  Health Assessment  Policies and Workshops & Summits Governance© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

campaign press release interest year From Content by Platform # Communities/Forums 61  Campaign bumps Blogs 37  Ad hoc, low governance Wikis 1  Inconsistent strategy Facebook pages 79  Measuring activity Cisco YouTube channels 300  Transactions Twitter handles 108 Cisco social snapshot 5/1/10© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

value-add content/services interest campaign year social media base From To  Campaign bumps  Enduring assets  Ad hoc, low governance  Social responsibility  Inconsistent strategy  Planning discipline  Measuring activity  Demonstrating impact  Transactions  Ongoing engagement© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

PROGRAMS Public Engagement Marketing Customer Service Communications Events Campaigns AdvocacySOCIAL BRAND Listening SOCIAL BUSINESS (External) Focus (Internal) Training Tools & Process Organization Models Staff Resources / Allocation Policies & Guidelines Knowledge Sharing Culture & Enablement INFRASTRUCTIURE INFRASTRUCTURE Slide Credits: David Armano

CERTIFICATION PROGRAM PRACTIONER ROUNDTABLES Social Media Education VIRTUAL VENDOR FAIR FUNCTIONAL DEEP DIVES EVENTS & CONFERENCES© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

Content Sharing & Rating Forums Organization Web Site 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© 2010 Cisco and/or its affiliates. All rights reserved. Tuning in to online Conversations Cisco Confidential 12 Always on Slide Credits: Chris Brogan

Social Media Customer Groundswell Online press Voice of the Bloggers / Customer Influencers Trade press Today’s Challenge Relevant Insights • Multiple conversations from multiple • Deep customer insight, market channels trends, competitive intelligence • Diverse and fragmented • Ability to influence and drive the • Disruptive force spreads news business rapidly (good and bad) • Data collection, data analysis, insight delivery© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

Monitor monitor Discover real-time, relevant, impactful conversations Measure measure Analyze and track conversations, engage Engage show business impact Active dialog with customers or prospects, track/tag comments for further use© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

1) WW Technical Services Discovers Two 2) Small Business Uncovers Product P1 Issues and BU Resolves Issue and Restores Faith of Partner • P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560. • One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue. products through various TAC cases. • Product team react quickly, faulty units sent directly to • BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues. • Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution. 3) Tandberg Addresses Customer Concerns 4) Cisco Data Center Enters a New Market Over Acquisition and Calm Fears with Unified Computing (UCS) • Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to acquisition on Tandberg’s Facebook page. what’s being said in the marketplace. • Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco’s Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of them know the customer needs more reassurance. customer conversations. • Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established of concerns on Facebook. thought leaders inside the community. • The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts comments from the Facebook wall. detractors to improve receptivity to their insights.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

socialmedia.cisco.com 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 with campaigns  Employee engagement programs increase usage externally© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

Community Health Market Perception Business Impact  Partners Engaged in Chat  200% Increased Engagement  Networking Academy Nearly 40K views, and engaged for Data Center Launch surpasses 100K fans in hundreds of discussions via 10K+ blog and video views Advocacy program lets the Twitter and Facebook users own the experience  4M views: ISR2 “Future of  Cisco Support Community Shopping”  Cisco crowdsources the next Reaches 1M+ Users/Month Viral in Facebook, esp in Asia, Billion dollar idea New Facebook App launched Middle East 2800 participants & 824 ideas NetAcad Cisco UMI Data Center BorderlessRoutermania CRS-3 Networks Launch Launch Partners Chat TV Contest Canada 25 myPlanNet iPrize 2010User Integrated Blog & Advocacy 3D Recognition FacebookGenerated Serious social Live Video Crowdsourcing Influencer Program Challenge Program IntegrationConent Gaming media plan Streaming Contest Outreach © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics.  Engage Cisco partners around the globe  Interact using video, social media, and free tools  8 sessions with close to 50,000 live views and many replays Digital Marketing Awards Finalist© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

Game mechanics make the difference Mobile + Social = Dramatic reach Social graph expands rapidly online Next… Social CRM connects social to sales© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23

1. Building the Team 2. Figuring out where we wanted to go 3. Focusing on the foundation and long term scalability 4. Putting infrastructure in place 5. House Cleaning 6. Engagement 7. Innovation© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24

• Cisco Social Hub: @LaSandraBrill http://socialmedia.cisco.com• Cisco Blogs: http://blogs.cisco.com• Cisco Communities: http://www.cisco.com/web/communities• YouTube: http://www.youtube.com/Cisco• Twitter: http://www.twitter.com/ciscosystems• Facebook: http://www.facebook.com/Cisco• Flickr: http://www.flickr.com/groups/cisco/ © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25

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How Cisco Operationalizes Social Media for Repeated Success

by LaSandra Brill on Feb 17, 2011

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