Cisco's Social Media Organization and Case Studies

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

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Cisco's Social Media Organization and Case Studies

by Petra Neiger on Oct 11, 2010

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