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Social Media Summit 2012

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  • 1. The Era of Global Social Engagement Paula Wang, Cisco China Marketing, Twitter: @paulawang, Weibo: @Paula丽王 May 9, 2012 © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • 2. 2010+ 2000+ 1990+ Engagement Inclusion Social Engagement Connectivity Social Media Connectivity Consumerization of IT © 2012 Cisco and/or its affiliates. All rights reserved. Immersive Communication Technologies— Video and Mobility Cisco Confidential 2
  • 3. India, China & Brazil most connected countries (90% social usage) © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • 4. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • 5. 78% of 18-34 year olds, 71% of 35-44 year olds, 59% of 45-54 year olds use social media 25% are equally likely to share their dissatisfaction with a company, brand or product via social media © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • 6. 34% of Americans online have used social media to rant or rave about a company, brand, or product 38% aim to influence, 46% feel they can be brutally honest on the internet 28% Facebook fans are more likely than non-fans to continue using a product 41% fans are more likely than non-fans to recommend to a friend © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • 7. Most efficient listening and feedback-gathering channel available Accelerates word of mouth It is the new collaboration system between employees, customers and brands © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • 8. • Real-time monitoring social media for any mention of Cisco (products, services, solutions) • Delivering actionable insights and measured impact © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 9. Create Conversations Through Content Marketing on Social Web Social Web Internet of Things Infographic Tech Publications and Blogs Campaign related infographics were designed to surface Cisco proof points and increase positive buzz • 30% increase in quantity of conversation, 7% increase in sentiment • 100MM impressions globally • Tweets from Jeff Jarvis, Brian Solis, Guy Kawasaki, Om Malik and other influencers were re-tweeted thousands of times • 2nd highest viewed Cisco blog in 2011 • Earned a top spot in Reddit Tech © 2012 Cisco and/or its affiliates. All rights reserved. Global Syndication Cisco Confidential 9
  • 10. 1. Tips for Getting Started… “Thank you so much for your support of the Greater China Ambassador Program and recognition of the contribution of our SMEs!” 1 Create a repeatable program for local execution – implement a Social Ambassador program to identify, enable and reward subject matter experts (SMEs) to help customers online –manager of a featured SME (aka Social Champion) 2 Offer easy access – make it easy for employees to join and nominate colleagues via internal community 3 Say “thank you” a lot - recognize SMEs as “Social Champions” via rewards program to share success, notify managers and executives, and recruit new volunteers 4 Use gamification to recruit & retain volunteer SMEs across the company (e.g., vote for SME awards, earn points and badges, etc.) 5 Tie to events – integrate online and offline activities to build and strengthen relationships (e.g, make SMEs rock stars at your event, host briefings, conduct training, “meet your SME”, etc.) 6 Build a sense of community with and for your ambassadors by highlighting key accomplishments across the company (e.g., distribute regular newsletter sharing successes, customer responses, interesting pictures, video clips, etc.) © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • 11. ENGAGE Social Ambassador Program 1 1 2 3 2 3 4 4 5 5 Cisco.com.cn CIN Online Community Weibo Youku Video Channel 思科官网 (Social @思科 中国) 思科技术达人秀 思科中文技术社 区 官方微博+”大使 “ 微博 优酷思科视频分 享空间 Integration: Add “Share” Button to drive message flow and acquire followers. As of Mar. 26, 2012 © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. ENGAGE Number of Tweets Social Ambassador Program Number of Followers © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • 13. Sept.-Nov. 2011 Feb. 2012 Mar. 2012 Note: All the words around the key topic – Cloud, the size of each word refers to number of post, distance among words doesn't have specific meaning. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • 14. Organic channel voice increased 28% in the share of all Cisco mentions on Weibo (Feb) Voice breakdown Trend by channel, Mar, 2012 Own channel voice comparison 8% Mar 91% 1% Neutral Share of Mentions Sep-Nov 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 19% 80% 1% Negative 0% 50% 100% 59% 74% 87% Organic voice comparison Mar 41% 26% 17% Feb Owned Channel Voice 82% 1% 85% 2% Mar Organic Voice Positive Neutral 13% Sep-Nov 13% Sep-Nov © 2012 Cisco and/or its affiliates. All rights reserved. Positive 0% 50% Negative 100% Cisco Confidential 14
  • 15. ENGAGE Social for Campaigns Super Bowl LED Screen 176 tweets Cisco Recruitment Tips Roadshow Polling Architecture Roadshow Preferred Cloud Topic Polling to collect customer , partner , and social audience feedback Participants:536 Retweeted:413 Comments:89 (Link) © 2012 Cisco and/or its affiliates. All rights reserved. The biggest LED screen at Super Bowl stadium was supported by Cisco drew a lot netizens’ attention and discussion on weibo, Cisco’s high-tech image was popularized and admired through the promotion, also received the good suggestions from brand fans. (link) 159 tweets Cisco launched an online consultation for giving suggestions to students who willing to work in Cisco. The campaign continually heat the interaction between netizens and official account. (link) Cisco Confidential 15
  • 16. #跟我走有肉吃# © 2012 Cisco and/or its affiliates. All rights reserved. #思科随手拍# 微群 Cisco Confidential 16
  • 17. Thank you.

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