How to Succeed in Social Media Marketing: Real World Perspective from a Networking Giant<br />Craig Rosenberg, Focus<br />...
About This Webcast<br /><ul><li>Slides will advance automatically
Polls: Select your choice and submit
Q&A period will follow the panel discussion. Enter your questions using the text box at the bottom and press ‘submit quest...
Problems? Use the ‘Help’ link below the media playerAn on-demand presentation will be available. All attendees will receiv...
Cisco and the Social Web<br />Our Journey and Evolution<br />Petra Neiger, Senior Manager, Social Media Marketing<br />www...
Two-Way Communication (not one way)<br />Business in a <br />Web 2.0 World<br />Build Communities (not websites)<br />Join...
Social Media EngagementBrand Ranking<br />	“Companies deeply engaged in social media grew revenues by 18% over last year…c...
Cisco’s Social Media JourneySolve Business Problems, Uncover Opportunities<br />Reduces Cost<br />Extends Reach<br />Engag...
Listen<br />Engage<br />Measure<br />Cisco Social Media StrategyParticipation is the Currency of the New Economy<br />Moni...
Critical Factors to ConsiderThey Can Make or Break Your Efforts<br />Social media goal alignment to business objectives<br...
Special Occasions<br />Natural<br />
ASR 1000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR<br />Intrigue<br />Appeal<br />Compare <br />Reve...
The Proof is in the NumbersLaunch Reaches More, Costs Less<br />
ASR 9000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR<br />Download <br />Anticipate<br />Compare <br /...
CRS-3 Launch Results<br />More than 1,000 original articles <br />176 articles in “Top 50” media outlets<br />Media impact...
Example of a Social Media Launch Schedule<br />Launch  10/26<br />Social Media Monitoring<br />Influencer Analysis<br />Ci...
CiscoLive 2010 A Hybrid Event Success Story<br />Well-orchestrated social strategy and cross-company collaboration<br />Fi...
Special Occasions<br />Created<br />
Crowd Sourcing: Cisco I-Prize<br />2,500 Participants<br />5,300 Votes<br />3,300 Comments<br />800+ Ideas<br />Contest <b...
“What If Your TV Could…?” <br /> 178 video submissions<br />5.9M video views<br />22K video ratings<br /> Total reach: 488...
Serious Gaming:Cisco myPlanNet 1.0www.cisco.com/go/myplannet<br />Digital Marketing Awards<br />Finalist<br />
The Life of a GameTaking on a Life of Its Own Thanks to the Power of the Crowd<br />Facebook fan pageattracts new fans  da...
Day-to-Day Engagement<br />
Executive Thought Leadership Cisco CTO Padmasree Warrior on Twitter<br />Uses her Twitter Community of ~1.4M followers to:...
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Cisco's Social Media Evolution and Case Studies (FOCUS Presentation)

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A brief overview of social media today followed by Cisco's social media journey and case studies

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  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Transcript of "Cisco's Social Media Evolution and Case Studies (FOCUS Presentation)"

    1. 1. How to Succeed in Social Media Marketing: Real World Perspective from a Networking Giant<br />Craig Rosenberg, Focus<br />Petra Neiger, Cisco<br />September 28, 2010<br />
    2. 2. About This Webcast<br /><ul><li>Slides will advance automatically
    3. 3. Polls: Select your choice and submit
    4. 4. Q&A period will follow the panel discussion. Enter your questions using the text box at the bottom and press ‘submit question button’
    5. 5. Problems? Use the ‘Help’ link below the media playerAn on-demand presentation will be available. All attendees will receive a link by email within 24 hours</li></ul>Follow along on Twitter - the hash tag is #RealSocialMedia<br /><ul><li>An iPod Nano will be given away at the end of the program, so stay tuned</li></li></ul><li>Introduction to Today’s Speakers<br />Craig Rosenberg<br />Leader, Focus Expert Network<br />B2B Blogger, Funnelholic.com<br />Petra Neiger<br />Senior Manager, <br />Social Media Marketing<br />Cisco<br />
    6. 6. Cisco and the Social Web<br />Our Journey and Evolution<br />Petra Neiger, Senior Manager, Social Media Marketing<br />www.twitter.com/petra1400<br />September 28, 2010<br />
    7. 7. Two-Way Communication (not one way)<br />Business in a <br />Web 2.0 World<br />Build Communities (not websites)<br />Join the Conversation<br />(not just in your domain)<br />Organic <br />(not paid)<br />Create a Relationship <br />(not an event)<br />Integration <br />(not interruption)<br />
    8. 8. Social Media EngagementBrand Ranking<br /> “Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average.”<br />Charlene Li, Founder, Altimeter Group<br />July 2009 Report “ENGAGEMENTdb”<br />http://www.engagementdb.com<br />
    9. 9. Cisco’s Social Media JourneySolve Business Problems, Uncover Opportunities<br />Reduces Cost<br />Extends Reach<br />Engages Customers<br />$250K SavingsData Center blogging vs. traditional media<br />ASR 1000 Launch 6x less expensiveReached 90X more people<br />Participants from 116 countriesVirtual ASR 9000 launch event<br />1.6M Video Views: ISR2 “Future of Shopping”“Viral” in Facebook, esp in Asia, Middle East<br />1.4M+ Padmasree Twitter FollowersViral growth through thought leadership<br />Digital Cribs60,000+ views, 23,000+ comments<br />Nexus Launch<br />Collaboration<br />Digital Cribs 2<br />Digital Cribs<br />CRS-3 <br />CES<br />What If Contest<br />myPlanNet<br />Unified Computing<br />ASR 1000<br />ASR 9000<br />Borderless Networks<br />2010<br />2007<br />2009<br />2008<br />Integrated social media plan<br />Go-to-Market<br />Using Blogs<br />Buzz +<br />Monitoring<br />Consumer Generated Media Contest<br />Integrated Social Media Plan<br />Social Media Feed Page, Live Blogging<br />Buzz/Leak<br />Management<br />Twitter<br />Contest<br />Facebook<br />Viral Video<br />Global, Channel Social Plans<br />Video Contest<br />Serious Gaming<br />
    10. 10. Listen<br />Engage<br />Measure<br />Cisco Social Media StrategyParticipation is the Currency of the New Economy<br />Monitor conversations<br />Identify influencers<br />Engage in discussion<br />Invite to comment<br />Branded channels<br />ShareConverse<br />IntegrateExcite, embraceNurture<br />Measure conversation impact<br />Track sentiment<br />Meaningful <br />Conversations<br />
    11. 11. Critical Factors to ConsiderThey Can Make or Break Your Efforts<br />Social media goal alignment to business objectives<br />Expectation setting<br />Subject matter experts and social media managers “in it” together<br />Platforms, tools identified, purpose defined<br />Planning<br />Engagement practices<br />
    12. 12. Special Occasions<br />Natural<br />
    13. 13. ASR 1000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR<br />Intrigue<br />Appeal<br />Compare <br />Reveal <br />Share<br />Participate<br />Play <br />Discover <br />Virtual Net/Uber Users<br />Press Teaser<br />TCO/Environmental Calculator<br />Cisco <br />ASR 1000 Series<br />Global Virtual Event<br />Social Media Widget, Blogs, YouTube<br />“Ask the Expert” Discussion Forum<br />Facebook CommunityTelePresence Sessions<br />Second Life Engagement<br />3DGame<br />
    14. 14. The Proof is in the NumbersLaunch Reaches More, Costs Less<br />
    15. 15. ASR 9000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR<br />Download <br />Anticipate<br />Compare <br />See<br />Cisco ASR 9000 Series<br />Talk<br />Experience<br />Play <br />Lessons learned from ASR 1000 integrated into ASR 9000 launch<br />All-around campaign integration<br />Re-evaluation of ASR 1000 vehicles and methods<br />Post-launch momentum part of planning<br />
    16. 16. CRS-3 Launch Results<br />More than 1,000 original articles <br />176 articles in “Top 50” media outlets<br />Media impact score = 5.6 billion<br />
    17. 17. Example of a Social Media Launch Schedule<br />Launch 10/26<br />Social Media Monitoring<br />Influencer Analysis<br />Cisco Twitter<br />Cisco Blogs<br />Other Communities<br />Distribute videos on YouTube and TubeMogul<br />Facebook Outreach<br />Influencers<br />At Event<br />Twitcam<br />Interview <br />Blog/Twitter Monitoring & Response<br />3rd Party Blogger & Influencer Engagement<br />
    18. 18. CiscoLive 2010 A Hybrid Event Success Story<br />Well-orchestrated social strategy and cross-company collaboration<br />First geo-location event engagement<br />Results<br />About 50,000 total tweets during event<br />300 tweets per hour*<br />1,000 tweets during John Chambers keynote*<br />About 26% of @CiscoLive tweets were retweets<br />Proof of concept for B2B geo-location games <br />*Of a managed stream of 10,000; results from unmanaged streams excluded<br />
    19. 19. Special Occasions<br />Created<br />
    20. 20. Crowd Sourcing: Cisco I-Prize<br />2,500 Participants<br />5,300 Votes<br />3,300 Comments<br />800+ Ideas<br />Contest <br />Launch/Jan10 <br />Social + WebEx<br />Collaboration<br />TelePresence<br />Finalists<br />New<br />Business/July<br />
    21. 21. “What If Your TV Could…?” <br /> 178 video submissions<br />5.9M video views<br />22K video ratings<br /> Total reach: 488,636<br />
    22. 22. Serious Gaming:Cisco myPlanNet 1.0www.cisco.com/go/myplannet<br />Digital Marketing Awards<br />Finalist<br />
    23. 23. The Life of a GameTaking on a Life of Its Own Thanks to the Power of the Crowd<br />Facebook fan pageattracts new fans daily<br />Social media activationengages new audiences<br />The power of the crowd<br />Circulation in languages other than English<br />Press articles <br />Cisco announcesCisco myPlanNet<br />Reposting by 3rd parties on own download sites<br />40k+ Downloads <br />120k+ Page views<br />74k+ Facebook Fans <br />Blogs<br />Tweets<br />Discussions<br />
    24. 24. Day-to-Day Engagement<br />
    25. 25. Executive Thought Leadership Cisco CTO Padmasree Warrior on Twitter<br />Uses her Twitter Community of ~1.4M followers to:<br />Amplify Cisco’s voice on Cloud and Unified Computing<br />Share technology insights<br />Get feedback on her ideas and presentations<br />Provide personal information<br />
    26. 26. Cisco Channels Chat<br />Digital Marketing Awards<br />Finalist<br />A monthly video broadcast on Ustream with Cisco executives and experts covering partner-focused topics <br />Engage Cisco partners around the globe<br />Interact using video, social media, and free tools<br /> Allow executives to interact with partners and vice versa<br />8 sessions with close to 50,000 live views and many replays<br />
    27. 27. Engaging with Customers<br />Henaredegan: Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail<br />Just being present will impact your sentiment<br />Interact with customers<br />Change perceptions<br />CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8<br />Henaredegan: @CiscoSmallBiz Nice! Ireally like the "Download and Accept License" all in one click - good stuff<br />
    28. 28. Cisco Networking Academy<br />Member ambassadors and Cisco moderators spreading the knowledge together<br />113k+ Facebook Fans <br />Highly Active Members<br />Turn Members into Ambassadors<br />
    29. 29. Social Bookmarking A Silent Powerhouse<br />Now #2 traffic driver to our Service Provider 360 blogs<br />Drives more than 1/3 of our new visitors from Google<br />Increase in our online exposure and influencer/follower activity<br />In general, bookmarked posts have more views*<br />*qualitative analysis, high-level, random sample<br />
    30. 30. Plan for Change…Communication is the First Step to Change Management<br />Downloadresourcematerials<br />Learnaboutpolicy<br />Joinmeetingsand events<br />Participate in discussion Forum<br />
    31. 31. And Experiment…You Never Know What Will Stick!<br />
    32. 32. Question and Answer Session<br />Unanswered questions will be addressed on Focus.com <br />To Connect with Petra Neiger:<br />Blog: http://petra1400.blogspot.com/<br />Twitter: @Petra1400<br />Linkedin: http://www.linkedin.com/in/petra1400<br />SlideShare: /petra1400<br />To Connect with Craig Rosenberg:<br />Blog: http://www.funnelholic.com<br />Twitter: @funnelholic<br />LinkedIn: http://www.linkedin.com/in/craigrosenberg<br />To learn more about Focus:<br />Visit: http://www.focus.com<br />To contact Focus, please write to Sarah Miller: smiller@focus.com<br />

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