Recognizing Social’s increasingly important role in Customers' decision making process, Cisco APJC has been building its social presence in APJC in the past couple of years. As of Q1 FY13, Cisco APJC has a pretty significant social footprint in APJC.
Some of the training courses are made available to customers as well. You can find them on cisco.comGOALS:Build strong social media, including mobile, capabilitiesStrengthen Cisco's industry "best-in-class" and thought leader position PROGRAM HIGHLIGHTS:3 CERTIFICATION LEVELS: Specialist, Strategist, MasterINTERNAL AND EXTERNAL TRACKS:INTERNAL, GENERAL TRACK: 45+ internal general social training coursesINTERNAL, EXECUTIVE TRACK: All inclusive executive training track with on-demand courses, one-on-one reverse mentoring, and toolkits for executives and their supporting teamsINTERNAL, FUNCTIONAL TRACK: 4 new functional tracks including "Social Media for Sales", "Social Media for HR", "Social Media for Ex-Comm Managers", and coming soon "Social Media for Internal Partner teams"EXTERNAL TRACK: External training for customers, partners, universities, and others offering on-demand courses, team mentoring sessions, and self-service resources
Social Listening is a way for Cisco to keep a pulse on the market. We track the standard brand buzz volume, technology share of voice, compeitive share of voice, key campaign performances as well as crisis monitoring.For English-speaking countries, we use Radian6.For China, we use CIC.Marketing actions have been taken to correct course if we see our share of voice decline in certain areas, e.g. Cloud in China.Actions have been taken when faced with crisis. All this would not have been possible in a timely fashion if not for social listening.
Use Social to amplify the messages Online/offline integrationCisco Live Melbourne has 4 screens set up on event site, to listen to facebook/twitter live feeds (including those of key influencers), to showcase the photo feeds real time from instagram and flickr as well as to live stream the event.Not only a great number of tweets were generated during the event, the engagement/interaction with customers resulted in higher “likes” on facebook and expanded Cisco’s digital footprint by acquiring more followers.
Social ambassador programThey were the first to help launch the IOE brand campaign, a group of strong brand advocates for Cisco. This proves especially valuable, given how new the concept of IOE is. In China alone, the Ambassadors have garnered a followership of over 110,000, which makes the message amplification very powerful for phase I and II of the campaign. The mentions of IOE grew from almost nothing till 30K in the first few months, partly thanks to the ambassadors’ active participation.
Tactics Used: Weibo Interviews. Social Polling. Leveraging Key Influencers such as a well-known TV personality in China. Leveraged Cisco global executives’ blog entries and created Quotes cards to make the info more digestible by the audience.Aligned closely with the overall brand campaign phases, complimenting the media on TV, Airports, Print etc.Worked closely with PR and related media partners
Test and learn phase. This is opportunistic but we have been spotting a few opportunities whereby prop sects raised their hands to learn more and to get directed to a sales person. What we do is to link them immediately with the appropriate sales process.