Cisco Marketing Social Media

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Presentation at Connected Women seminar in February 2010

Presentation at Connected Women seminar in February 2010

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  • 1. Social Media Marketing: The Customer Centric Approach Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  • 2. Why Social Media Marketing? Link til Video; Socionomics http://www.youtube.com/watch?v=sIFYPQjYhv8 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  • 3. And a bit more recent... !  There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook !  There are now 11m LinkedIn users across Europe. !  Towards the end of last year, the average number of tweets per day was over 27.3 million !  The average number of tweets per hour was around 1.3m !  More than 700,000 local businesses have active Pages on Facebook. !  Purpose-built Facebook pages have created more than 5.3bn fans. !  15% of bloggers spend 10 or more hours each week blogging, according to Technorati's new State of the Blogosphere. !  At the current rate, Twitter will process almost 10bn tweets in a single year. !  About 70% of Facebook users are outside the USA !  India is currently the fastest-growing country to use LinkedIn, with around 3m total users. !  More than 250 Facebook applications have over a million combined users each month. !  70% of bloggers are organically talking about brands on their blog. !  38% of bloggers post brand or product reviews. !  More than 80,000 websites have implemented Facebook Connect since December 2008 and more than 60m Facebook users engage with it across these external sites each month. http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  • 4. Our customers are doing this..….. 13,000,000 articles on Wikipedia in 200 languages Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  • 5. In so many places…… Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  • 6. And they expect us to participate….. of social media users believe a company should have a presence in social media Believe they should interact Cone Business in Social media study Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  • 7. Getting Started Multiple Approaches !  Branded SM !  Research channels !  Focus (Twitter, YouTube, !  Engage Facebook, LinkedIn, etc.) !  Stimulate with competitions !  Publish content !  Integrate across channels (RSS feeds) 1 2 !  Promote campaigns Presence Influencers & events 4 3 Measure Listen !  Measure conversation !  Active - develop platforms impact for customer conversations !  Passive – monitor conversations Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  • 8. Twitter 1 Microblogging with Impact Presence Over 1.2 million followers! Cost = $0 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  • 9. Twitter 1 Local Conversations Presence Over 5,000 followers In 5 months Cost = $0 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  • 10. Integration 1 Social Media advertising: Presence Google Feedburner ad unit extends reach >100% increase in followers Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  • 11. You Tube: 1 leveraging corporate video in social media Presence 5,908 video views Cost = $0 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  • 12. 2 Focus on the Relevant Conversations Influencers Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  • 13. 2 Where are they Happening? Influencers Identify: " Top Communities " Top Influencers Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  • 14. Drive Engagement 2 Digital Cribs: Heaven or Hell video competition Influencers 50,000 views 23,000 comments Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  • 15. Corporate Blogs: 3 engaging customers in conversation Listen Integrate all SM channels Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  • 16. Crowdsourcing: 3 Customer led new product innovation Listen !  2,500 participants !  1,200 ideas !  Public voting !  Global team collaboration !  Winner created new Cisco Business unit Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  • 17. Virtual Events & Communities: 3 blends content, video and conversations Listen !  200 Euro/ 1 year access !  3,566 registered users !  2.2 visits per user !  20 downloads per user Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
  • 18. Nobel Peace Prize Campaign Summary !  Activity started: 1 December 2009 !  Twitter – tweets were written and circulated for all Cisco and personal accounts to distribute including Bit.ly tracking URLs and hashtag: #PeaceConcert !  Twitter – live concert coverage was tweeted by @CiscoNorway, @Padmasree, @sibbo77, @Meg_Granger and @kmyrvold !  YouTube – 5 videos were circulated !  Business Social Networks – LinkedIn, Xing and Viadeo. Event was listed on all 3 networks. !  Blogs !  Facebook – an event was setup on the main Cisco fan page directing visitors to the Nobel Peace Prize Concert. !  Hashtag - #PeaceConcert was created internally, the tag was used by non-Cisco employees/vendors. Good result. !  Activity ended: 11 December 2009 midnight (GMT) Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  • 19. 3 Nobel Peace Prize Campaign Results Listen !  Bit.ly URL Tracking Twitter Pre concert activity = 516 clicks 11 December concert activity = 785 clicks Business Social Networks LinkedIn = 29 clicks Viadeo = 18 clicks Xing = 13 clicks YouTube = 20 clicks MySpace = 4 clicks Facebook = 6 clicks Blogs = 1 click #PeaceConcert = 1076 clicks on 11 December (result includes Twitter Bit.ly activity on 11 December of 785 as detailed above),. Total Bit.ly clicks: 1684 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  • 20. 4 Measure: Cymfony Monitoring Tool Measure What does it do? !  Scan various data sources for keywords and key phrases !  Display real-time reporting !  Drill-down to actual articles/posts What does it tell you? From what sources? !  Volume !  Blogs & Discussion Boards/ !  Share of voice Forums !  Sentiment !  Microblogs (e.g. Twitter) !  Who & Where !  Video and Image text !  Key Themes !  Voting & Bookmarking activity (e.g. Digg, Deli.icio.us) !  Internal Feeds – blogs, discussion groups, customer support !  Traditional Press Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  • 21. Collaboration Networks will be to organisations what social networks are to consumers C-Vision: Cisco’s YouTube Cisco Directory: Europe All Hands Innovation Virtual Innovation Europe Facebook for the Enterprise C-Vision: Virtual All Hands Cisco’s YouTube Cisco Directory: Facebook for the Enterprise Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
  • 22. Social Media Marketing is Customer Centric Marketing Presence Influencers Listening Measure Engage Amplify Interact Adapt Social Media Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
  • 23. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
  • 24. September 28th, 2009 10 Fortune 500 Companies Doing Social Media Right! “! build socialbusinesssuch tapblogs, asideas and We see to media, 1.  Office Max! your and as into the a great way 2.  Newell Rubbermaid! ”! input of people using your products. ! 3.  Cisco! 4.  Texas Instruments! Carlos Dominguez, ! Senior Vice President in Cisco’s Office of the Chairman of the Board and CEO" 5.  INTEL! 6.  Dude Energy! 7.  SeaGate! 8.  EMC! 9.  DirecTV! 10.  FedEx! 2 Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5