Stephanie Marx Presentation

Cisco and the Social Web: Social Media Listening As a Part of Strategy
Stephanie Marx
Social Media Marketing Manager Cisco Systems, Inc.

“ We have two ears and one mouth so that we can listen twice as much as we speak. ” Epictetus, Greek Stoic philosopher, AD 55-c.135

Organization Web Site cisco.com Content Sharing & Rating Forums Social Networks Cisco Blogs Blogs Blogs Home Base Priority: 1 Time Budget: ~50% Outposts Priority: 2 Time Budget: ~40% Passports Priority: 3 Time Budget: ~10% Listening Station Always on Tuning in to online conversations

Listening
Talking
Energizing
Spreading
Supporting
Embracing
“ Groundswell” Social Objectives Listening or “ Monitoring ” offers the ability to learn from what your customers are saying.

Customer Groundswell Social Media Online press Voice of the Customer Bloggers / Influencers Trade press Active Listening Platform Social Media Marketing

Measure Analyze and track conversations, show business impact Monitor Discover real-time, relevant, impactful conversations Engage Active dialog with customers or prospects, track/tag comments for further use

Understand where conversations take place
Reputation/risk management
“ Voice of Customer ” research (real-time)
Monitor conversation trends and reveal emerging themes
Uncover influencers and potential advocates
Competitive tracking
Sales and lead generation
Program metrics and benchmarking
Identify opportunities to engage in relevant conversations
Early warning radar for product quality and customer service issues

Operational Traditional Experimental Impactful Stage 5 Fully Engaged Stage 4 Stage 3 Stage 1 Stage 2
Dabbling in social listening occurs
Initial understanding of conversation landscape: what/where/who/why
Perceive potential benefits of listening
Still disconnected to business operations
Share learnings/insights broadly
Key players/responders identified (i.e. product, marketing, support)
Develop initial response process & start engaging
Listening becomes more embedded in business operations
Executive sponsorship
Social listening and engagement drives real business results
Cross-functional teams partner to listen, engage, take consistent and timely action, and make changes based on insights
Listening data matched with traditional data to provide real-time overall health of the brand
Customer understanding occurs via focus groups, quantitative surveys, or phone channel/support
No concerted effort around social listening; possible skepticism about the benefits
Source: Ant’s Eye View

Fully Engaged Stage 5
Data informs decision-making, future behavior and investment
Social listening, engagement and risk/crisis avoidance is fully embedded in business operations
All teams are trained and supported to respond to customers and prospects
No customer left behind
Consistent measurement and reporting shared with teams and senior executives

A Job Seeker’s Tweet Our Response

Negative: Show we care, help resolve issues, turn sentiment to neutral/positive Lead Opportunities: Product comparisons, “ looking for XYZ ” Product Reviews: Influence others Positive: Thank them, turn them into advocates Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail CiscoSmallBiz: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8 Nice! I really like the "Download and Accept License" all in one click - good stuff

Inviting Guest Bloggers to the Cisco SP Mobility Community
Researched potential contributors and experts
Reached out to solicit active bloggers in mobile industry
Resulted in 6 strong contributors who posted regularly over 12-18 month period:
Posts received 36% of total views

What relevant discussions are taking place?
Is the conversation more prominent in a particular type of social media (blogs, message boards, social networks, etc.)?
What key topics and themes are being discussed?
Is the conversation fragmented or is there a clear leading voice(s)? Who are the leading voices? Is the media leading or hosting these conversations? Competitors?
Does my organization have a voice in the conversation? Is anyone talking about us?
Are our target audiences participating in this conversation?
Are there any passionate fans of our issue or cause? What about detractors?
“ So what? How do all those answers add up in a meaningful way that will move us forward?”

“ Conductor” or facilitator
Listen
Distribution and alerts
Workflow
Subject Matter Experts
Product expertise
Train, i.e. Code of Business Conduct
Reporter
Track and analyze results
Communicate broadly
Facilitator

Be transparent about who you are
Take responsibility for what you post
Be professional, respectful and timely in your response
Support your opinions with facts
Admit when you make a mistake and promptly correct it
Don't post something that you do not feel comfortable saying to someone's face
Add value, not noise
Be aware of laws regarding privacy, confidentiality, IP, libel, insider trading, and endorsements
Cisco’s Social Media Guidelines

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Stephanie Marx Presentation

by mediabistro.com on Mar 30, 2011

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Stephanie Marx Presentation — Presentation Transcript