Leslie Lau, Cisco Systems
@lelau

© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

1
http://www.youtube.com/watch?v=BJSjbttGaVM
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

2
Chapter

The Story

Chapter

Social First

Chapter

The Strategy

Chapter

The Execution

© 2013 Cisco and/or its affiliat...
Internet of Everything
2012 >

Internet of Things
2011

© 2013 Cisco and/or its affiliates. All rights reserved.

Tomorrow...
http://blogs.cisco.com/news/the-internet-of-things-infographic/

© 2013 Cisco and/or its affiliates. All rights reserved.
...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

6
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

7
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

8
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

10
Our target market was the CXO/BDM – the executives leading their organizations. They
are expected to think big and dream n...
Seed

Seed. Participation in the conversation through social listening insights
and a deep understanding of the business i...
content

sidebar/visualizatio
n

EXTERNAL

content

EMPLOYEE
DRIVEN

footer/creative

#CiscoEmp
driven

Seed

© 2013 Cisco...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

14
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

15
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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Monday

Tuesday

Thursday

Friday

Wednesday – Live Twitter Stream

© 2013 Cisco and/or its affiliates. All rights reserve...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

20
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

21
Be a Storyteller

Listen and Collect
Data

Social First: Seed,
Lead

Foster and Grow Engage Your
Audience

Requires Innova...
“When the Internet emerged just over
two decades ago, it changed
everything. But what we're about to
see makes that pale i...
Thank you.

© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Public

24
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Tomorrow Starts Here

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#TomorrowStartsHere: Leveraging Social Media Content for Engagement

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Tomorrow Starts Here

  1. 1. Leslie Lau, Cisco Systems @lelau © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
  2. 2. http://www.youtube.com/watch?v=BJSjbttGaVM © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
  3. 3. Chapter The Story Chapter Social First Chapter The Strategy Chapter The Execution © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 3
  4. 4. Internet of Everything 2012 > Internet of Things 2011 © 2013 Cisco and/or its affiliates. All rights reserved. Tomorrow Starts Here 2012 Cisco Public 4
  5. 5. http://blogs.cisco.com/news/the-internet-of-things-infographic/ © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
  6. 6. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 6
  7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 7
  8. 8. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 8
  9. 9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
  10. 10. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 10
  11. 11. Our target market was the CXO/BDM – the executives leading their organizations. They are expected to think big and dream new ideas, leading teams that do the same. Measurement Goal • Drive awareness; • Demonstrate thought leadership; and • Position Cisco as a “partner to transform your business” © 2013 Cisco and/or its affiliates. All rights reserved. • Increase Share of Voice and Reach in the future technology space, elevating the conversation from IoT to IoE • Increase paid, viral, and organic impressions of thought leadership content deployed by key executives • Increase numbers of followers, engagements, views, and mentions affiliated with executives • Increase influential mentions of content and number of social shares, referrals, and engagements by enlisting the help of employees to advocate on behalf of the brand, creating evangelists Cisco Public 11
  12. 12. Seed Seed. Participation in the conversation through social listening insights and a deep understanding of the business imperative landscape. Storytelling commenced with an optimal seeding strategy in FY13. FY13 Lead Lead. Create shareable content that brings the brand to life at scale using the power of data, forward leaning ideas, and all the things that Cisco makes possible. Foster Foster. Tell brand stories and incite conversation through those who participate, influence and advocate. FY14 Grow © 2013 Cisco and/or its affiliates. All rights reserved. Grow. Foster connections and grow the spread of ideas and the creation of new ones through social activations. Cisco Public 12
  13. 13. content sidebar/visualizatio n EXTERNAL content EMPLOYEE DRIVEN footer/creative #CiscoEmp driven Seed © 2013 Cisco and/or its affiliates. All rights reserved. Launch Day Lead Foster Grow Cisco Public 13
  14. 14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 14
  15. 15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 15
  16. 16. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 16
  17. 17. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 17
  18. 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 18
  19. 19. Monday Tuesday Thursday Friday Wednesday – Live Twitter Stream © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 19
  20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 20
  21. 21. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 21
  22. 22. Be a Storyteller Listen and Collect Data Social First: Seed, Lead Foster and Grow Engage Your Audience Requires Innovation and Doing Business Differently © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 22
  23. 23. “When the Internet emerged just over two decades ago, it changed everything. But what we're about to see makes that pale in comparison," John Chambers, Chairman and Chief Executive Officer, Cisco © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 23
  24. 24. Thank you. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 24
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