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Cisco's Social Media Organization and Case Studies

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Cisco's journey to our current social media organizational structure. Best practices and case studies.

Cisco's journey to our current social media organizational structure. Best practices and case studies.

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  • Consumer trend adoption in the business world: there’s no turning back. Social media is here to stay.
  • The Social Media Plan Identifies social media tactics which support campaign objectives Clarifies all tactics, owners, scope, timing and costs Contributors include: Corp Marketing Corp Comm BU Marketing Channels Global marketing Integrated Execution In addition to the Social Media Plan, the Social Media Communication Plan identifies Complete schedule of social media posts, tweets, etc. Owners of same Search optimization strategies Metrics codes and strategies Strategy is to drive to Cisco.com for fulfillment of messages, content, offers and to capture names, leads Cisco.com is the “spider”, social media is the “web” Programs that Perform For the Nexus launch and beyond the Data Center team invested in blogging as a method to get cost effective marketing reach AND build credibility Estimate 250K savings from tactics requiring spends in traditional media Digital Cribs “Heaven and Hell” contest drove 60K video views by requiring users to drive viewership among their friend networks in order to win The Realm comic creative got as many visits from social media as paid media when a prominent blogger blogged and tweeted about the campaign The ISR G2 launch registration got 15% of it’s traffic from social sites: blogs, Twitter and Facebook The “Future of Shopping video “went viral” especially in second tier video site “Metacafe” and Facebook. It’s 450K views are the most ever for a Cisco viral marketing video Calendar view – Progressive evolution since the Social media team was founded (no we can’t take credit for all tactics but we were involved with all to a great degree except the Nexus launch) Nexus Launch – used Blogging to gain market credibility and momentum on a shoestring budget ASR 1000 – Used Uber User Ogilvy creative to create buzz. First use of Monitoring tools to measure and track conversations. Digital Cribs “Heaven or Hell” contest – first Consumer Generated Media (“CGM”) contest by Cisco netted 60K views, 15K user comments ASR 9000 launch was the first instance of an integrated Social Media Plan AND the first planned monitoring and response program (where we reached out and responded to bloggers, tweeters, etc who were talking about the launch) CES 2009 – First Social Media Feed Page on Cisco.com that hyped the CES buzz by displaying blog posts, YouTube clips, Twitter tweets and general news on a single Social Media feed page. Led to the development of social media widgets for blogs, Twitter etc that the web team can use to put buzz elements on Cisco web pages. Unified Computing launch – extensive use of social media monitoring tools to discover, monitor and ultimately deal with pre launch leaks and coverage in blogs and traditional media Digital Cribs Twitter Contest – Used Twitter to drive views of ‘Cribs episodes by giving away Flip cameras to people who could answer Twitter questions correctly about content deep in these videos. Borderless Networks launch. Three videos were seeded across 6 top video syndication site: The “Future of Shopping video “went viral” especially in second tier video site “Metacafe” and Facebook. It’s 450K views are the most ever for a Cisco viral marketing video. [Note: Ogilvy is doing a study at our request to see why – and where – that video took off] Collaboration Launch – First social media plan that involved global (mostly Europe) and Channel plans and execution. Also first launch experience to be hosted in a Cisco community site rather than a landing page or Cisco.com iPhone blogging with Mark Chandler ASR 1000 launch – one sixth the cost of traditional launch – 7x the reach Padma blogging and Twitter – ‘Chief Talking Officer’ avoided some ~$150K in last 2 years in traditional business analyst reports endorsing new technologies instead using emerging technology bloggers who influence the sales cycle Flip video/amateur video: avoid ~$200K in last 2 years in costly, scripted, marketing-fluffed videos, instead opted for YouTube and 'Behind the Scenes' backstory vignettes (think CNN iReport man on the street as inspiration, plus authenticity) avoid ~$150K over last 2 years in whitepapers and collateral development ----> our dc blog posts and associated comments, plus comments on influencer blogs, tweets, re-tweets and threads produced conversations authored by the market (not Cisco) positively endorsing our GTM. ISR G2 launch (Transformers): Pre launch social media tactics (Twitter, blogs, FB) drove more traffic to the launch registration than a 550K impression banner campaign:  2,700 clicks vs. 2,300.  In total, social media drove 15% of the overall inbound site traffic for this launch Integration with Cisco Ecosystem partners – Intel, Vmware. EMC Participation in conversations prior to an announcement
  • Infrastructure Process Policy Best Practices Training Consultation Agency Services
  • First of all, allow it Then, get things in place to encourage it
  • Over 20K social mentions per week
  • Got her Twitter community to provide their top predictions on the “Future of Collaboration” Hundreds of people responded with their perspective and insights on this topic. This word cloud is a representation of people’s inputs. The biggest and most prominent words here are the ones that appeared most frequently in the responses people sent. As you can see, when thinking about the future of collaboration, most of us agree it’s about people , it’s virtual , and shared – It’s about harnessing the power of diverse thinking , And the way we work is going to change .
  • Check out the final product at http://www.cisco.com/go/myplannet
  • Ambassadors: Set expectations Let go of control It’s ok to ask for help Cisco Moderators: Add personality to your brand Set expectations Post legal disclaimer Don’t miss a beat: Set alerts for any relevant topics to reduce missed opportunities
  • Used as a pre-launch buzz generator 1.6 million video views Videos generated 11% of event traffic
  • Valentine gift: http://www.youtube.com/watch?v=3pffeMdDSoY Duck call: http://www.youtube.com/watch?v=CuDnm77wb0M
  • Track your success (measure hits, engagement, conversations)

Cisco's Social Media Organization and Case Studies Cisco's Social Media Organization and Case Studies Presentation Transcript

  • Cisco and the Social Web Organizational Structure & Case Studies Petra Neiger Senior Manager, Social Media Marketing Cisco www.twitter.com/petra1400
  • Social Media = A Mindset Shift for Businesses Create a Relationship (not an event) Build Communities (not websites) Two-Way Communication (not one way) Organic (not synthetic) Integration (not interruption) Join the Conversation ( not just in your domain)
  • Cisco’s Social Media Journey Solve Business Problems, Uncover Opportunities 2007 2009 2008 Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Buzz/Leak Management Twitter Contest Facebook Viral Video Global, Channel Social Plans Nexus Launch ASR 1000 Digital Cribs ASR 9000 Unified Computing Borderless Networks Collaboration Digital Cribs 2 CES 2010 What If Contest Serious Gaming Video Contest myPlanNet CRS-3 Integrated social media plan
    • $250K Savings Data Center blogging vs. traditional media
    • ASR 1000 Launch 6x less expensive Reached 90X more people
    Reduces Cost
    • Participants from 116 countries Virtual ASR 9000 launch event
    • 1.6M Video Views: ISR2 “Future of Shopping” “Viral” in Facebook, esp in Asia, Middle East
    Extends Reach
    • 1.4M+ Padmasree Twitter Followers Viral growth through thought leadership
    • Digital Cribs 60,000+ views, 23,000+ comments
    Engages Customers
  • How Our Journey Started Experimentation in Spokes Service Provider Collaboration SMB Corp Comm Cisco Networking Professional Community Cisco Networking Academy … And the number of practitioners kept growing
  • The Challenges Inconsistent social media practices Inconsistent opportunities for learning Lack of consistent governance/ stewardship around practices, metrics and accountability
  • Turning Challenges into Opportunities Dandelion Social Media Organizational Model
    • 3 Hubs: work with functional groups
    • Council: helps with alignment and promotes collaboration
    Social Media Advisory Council Social Media Communications Social Media Marketing Services Social Media
  • Global Social Media Marketing Our Charter To Enable employees through resources, tools and education so they feel Empowered to engage in social media, and to Evangelize lessons learned and best practices to drive social media excellence
  • How Do We Do It? Through the Four Pillars of Our Organization
    • Brand Campaign Planning & Execution
    • Corporate Blog Program
    • Online Community Program
    • YouTube Community Management
    • Social Media Certification Program
    • Monthly Social Media Roundtables
    • Workshops and Summits
    • Social Media Playbook
    • Planning and Metrics Templates
    • Social Media Listening Program
    • Policies and Governance
    • Infrastructure and Tools
    Social Media Education Social Media Enablement Social Media Management
    • Consultation on Strategy and Tactics
    • Consulting on Tools and Applications
    • Case Studies and Best Practices
    • Business Case Development
    • Health Assessment
    Social Media Consulting
  • Set Up to Scale Through… Online resources (frameworks, how to’s, etc) Priorities Shared learning model
  • Plan for Change Internally… Communication Is the First Step to Change Management Download resource materials Learn about policy Join meetings and events Participate in discussion Forum
  • Encourage Participation Externally socialmedia.cisco.com
    • Why…
    • Create conversations with customers, partners, employees and the public
    • Platform to discuss the role of the network
    • Thought leadership
    • How…
    • Extensive use of video increases engagement
    • Integrated with communications campaigns
  • Drive Engagement through an Integrated Strategy Participation is the Currency of the New Economy
    • Monitor conversations
    • Identify influencers
    • Engage in discussion
    • Invite to comment
    • Share
    • Converse
    • Integrate
    • Excite, embrace
    • Nurture
    • Branded channels
    • Measure conversation impact
    • Track sentiment
    • Analyze trends
    Measure Listen Engage Meaningful Conversations
  • Listen to the Customer
    • Just being present will impact your sentiment
    • Interact with customers
    • Change perceptions
    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 Henaredegan: @CiscoSmallBiz Nice! I really like the "Download and Accept License" all in one click - good stuff CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8
  • Executive Thought Leadership: Cisco CTO Padmasree Warrior on Twitter
    • Uses her Twitter Community of ~ 1.4M followers to:
      • Amplify Cisco’s voice on Cloud and Unified Computing
      • Share technology insights
      • Get feedback on her ideas and presentations
      • Share personal information
  • Crowd Sourcing: Cisco I-Prize Contest Launch/Jan10 Social + WebEx Collaboration TelePresence Finalists 2,500 Participants 5,300 Votes 3,300 Comments 800+ Ideas New Business/July
  • Social Gaming: Cisco myPlanNet 1.0 www.cisco.com/go/myplannet Digital Marketing Awards Finalist
  • Putting It Together: The Life of a Game Taking on a Life of Its Own Thanks to the Power of the Crowd Cisco announces Cisco myPlanNet Facebook fan page attracts new fans daily Press articles Blogs Discussions Social media activation engages new audiences Tweets Circulation in languages other than English Reposting by 3 rd parties on own download sites The power of the crowd 40k+ Downloads 120k+ Page views ~75k Facebook Fans
  • Cisco Channels Chat
    • Engage Cisco partners around the globe
    • Interact using video, social media, and free tools
    • 8 sessions with close to 50,000 live views and many replays
    A monthly video broadcast on Ustream with Cisco executives and experts covering partner-focused topics Digital Marketing Awards Finalist
  • Cisco Networking Academy 118k+ Facebook Fans Turning Members into Ambassadors Member ambassadors and Cisco moderators spreading the knowledge together
  • Doobie Brothers: Entertainment in a World Gone Crazy Watch, Share and Interact in Real Time from Anywhere
    • Over 300 Cisco employees and guests in studio
    Studio
    • 11 TelePresence locations around the US
    • Virtual customer and fan interactions via Q&A
    TelePresence
    • Over 17,300 live views
    • Around 340 UStream chat interactions with fellow fans, Cisco and band
    • Over 860 instant photo views during event
    UStream
  • Experiment…
  • You Never Know What Will Stick!
  • Key Takeaways
    • Listen to the conversation
    • Engage …join relevant social networks to connect with colleagues/customers
    • Stay committed to on-going engagement
    • Build a subject matter expert base for deep conversations
    • Experiment …try new ways to interact with your customers and see what works
    • Track your success
    • Be relevant to the message and medium
    • Be yourself and have fun
  •