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From the Wild West of Social Media to Organized Social Business (incl. Case Studies)

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How Cisco went from organic to organized social business. Our approach to social and success stories.

How Cisco went from organic to organized social business. Our approach to social and success stories.

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From the Wild West of Social Media to Organized Social Business (incl. Case Studies) Presentation Transcript

  • 1. Social Media at Cisco From the Wild West to Organized Social Business
    Petra Neiger
    Social Media Marketing, Cisco
    @petra1400
    April 19, 2011
  • 2. The Wild West of Social Media
  • 3. Formalized Structure to Help Drive Adoption
    Dandelion Model with Internal Advisory Council
    Social Media Marketing
    Social MediaCommunications
    Social Media Advisory Council
    • 3 Hubs: work with functional groups
    • 4. Council: helps with alignment & promotes collaboration
    Services Social Media
  • 5. Our Approach to Social Media Governance
    Strategy
    Social Media Policy
    Educate
    Listen
    Participate
    Audiences
    Employees using corporate and personal social media
    External visitors to corporate social media
    Objectives
    Encourage the use of social media, but…
    Protect both the company and individuals
  • 6. Cisco’s Social Media Handbook
    http://bit.ly/CiscoSMHB
  • 7. Educate and Enable EmployeesScale through a Multi-Level Model
    FORMAL TRAINING
    SELF SERVICE
    SHARED LEARNING
    EDUCATION
    ONE-ON-ONE COACHING
    EVENTS & CONFERENCES
  • 8. Participate with an Integrated Strategy
    • What are you going to do with this data?
    • 9. Who else needs to know what you’ve learned?
    • 10. How will you optimize & integrate social?
    • 11. How will you manage the work?
    Plan
    Listen
    • What’s important to measure?
    • 12. What are you going to do with this data?
    • 13. Why should customers stay engaged?
    • 14. How quickly/ efficiently can your (re)act?
    Measure
    Engage
  • 15. Create Business Impact throughActive Listening
    2) Small Business Uncovers Product Issue and Restores Faith of Partner
    1) WW Technical Services Discovers Two P1 Issues and BU Resolves
    • P1 issues discovered via Radian6 alerts.
    • 16. One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.
    • 17. BU fully engaged and fixes all the reported issues.
    • 18. Customer pleased with the technical support provided.
    • 19. Cisco Partner expresses lack of faith in UC560.
    • 20. SMB actively listening, reach out and uncover product issue.
    • 21. Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.
    • 22. Partner appreciates prompt response and resolution.
    3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears
    4) Cisco Data Center Enters a New Market with Unified Computing (UCS)
    • Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.
    • 23. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.
    • 24. Team calm fears and avoids any further public escalation of concerns on Facebook.
    • 25. The loudest customer has since removed his negative comments from the Facebook wall.
    • 26. First step to entering new terrain is listening and learning to what’s being said in the marketplace.
    • 27. Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.
    • 28. Earns legitimacy by coauthoring content with established thought leaders inside the community.
    • 29. DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.
  • Engage Customers via Online Community
    Cisco Support Community
    (activity per month)
    • 1.2 million visits
    • 30. 30k community contributions
    • 31. 4k peer ratings
    Engagement best practices
    • Social media as a key channel
    • 32. Focus on mobility
    US$61 million cost saving annually
    *
    *Based on case deflection; conservative estimate
  • 33. Enable Fans to Become Ambassadors
    Member ambassadors and Cisco moderators spreading the knowledge together
    www.Facebook.com/cisconetworkingacademy
  • 34. Innovate via CrowdsourcingTurn Concepts into Real Business
    2,500 Participants
    5,300 Votes
    3,300 Comments
    800+ Ideas
    Contest
    Launch/Jan10
    Social + WebEx
    Collaboration
    TelePresence
    Finalists
    New
    Business/July
    www.cisco.com/iprize
  • 35. Interact with Customers Virtually“Cisco Channels Chat”
    A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics
    • Engage Cisco partners around the globe
    • 36. Interact using video, social media, and free tools
    • 37. 8 sessions with close to 50,000 live views and many replays
    Digital Marketing Awards
    Finalist
  • 38. Enrich the Event Experience with Social
    www.ciscolive.com
  • 39. Cisco Events Mobile App for Cisco Live
    • 400 customers from 20 countries registered for app + game
    • 40. 3,200 check ins during the week
    • 41. 54k points earned & 760 virtual stickers awarded
    • 42. 70 ratings & 235 comments
  • Event Communications via TwitterQuickly Addressing Issues, Questions
    and the Unexpected!
    Twitter.com/ciscolive
  • 43. Measurement Early On…Reduce Costs, Increase Reach
  • 44. Measure Customer Engagement
    What’s Next…
    • Conversation Rate
    • 45. Cross Channel Metrics
    • 46. Interactive Dashboard
  • How to Connect with Cisco?
    Social@Ciscosocialmedia.cisco.com
    Social Media SummitMay 4 – 6, 2011
    www.ragan.com/rd/Y1J0SJ-CISCO#ragancisco
  • 47. Key Takeaways
    Build a scalable social business
    Internal preparedness will help drive external success
    Set goals in support of business objectives
    What are you trying to accomplish?
    Map your listening journey
    Create a social listening working group
    Optimize & integrate your social presence
    How will customers find you and connect with you?
    Create a reason for continued engagement
    Why should customers stay engaged with you?
    Use listening & measurement data to improve
    What actionable insights can you draw from the data?
    Be open & transparent
    Be willing to share lessons learned
  • 48. Thank You!
    Cisco Social Hub:
    http://socialmedia.cisco.com
    Cisco Blogs: http://blogs.cisco.com
    Cisco Communities:http://www.cisco.com/web/communities
    YouTube: http://www.youtube.com/Cisco
    Twitter: http://www.twitter.com/ciscosystems
    Facebook: http://www.facebook.com/Cisco
    Flickr: http://www.flickr.com/groups/cisco/
    @petra1400