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Social Engagement:Buckle Up and Enjoy the RidePetra Neiger, Cisco, Digital and Social Media Marketing, @petra1400May 22, 2...
90%                                         of people trust peer reviews                                                  ...
1.     Tips for Getting Started…                                                                              1.   1. Inte...
WW Technical Services Discovers Two             P1 Issues and BU Resolves           • P1 issues discovered via Radian6 ale...
Before: Pushing to                            campaign                        press release   launch                      ...
      Increase user engagement                      Foster community growth                      Increase word of mouth...
2M+    online visits per month                                                              325K   registered users       ...
© 2012 Cisco and/or its affiliates. All rights reserved.                                                           Twitter...
Ad Impressions                                                           (Awareness)• Video to pique interest in demo• Dem...
Traditional   Launch 1       Launch 2                                                                         Launch      ...
@petra1400          Cisco Social Hub:                                Cisco Social Media Blog:          http://socialmedia....
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Social Engagement: Buckle Up and Enjoy the Ride!

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Updated case studies and engagement tips from Cisco

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  • A great deck by Petra Neiger, as was to be expected. I was particularly impressed by the slide that describes using social media for lead generation.
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Transcript of "Social Engagement: Buckle Up and Enjoy the Ride!"

  1. 1. Social Engagement:Buckle Up and Enjoy the RidePetra Neiger, Cisco, Digital and Social Media Marketing, @petra1400May 22, 2012© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. 90% of people trust peer reviews of Americans online have used 34% social media to rant or rave about a company, brand, or product 37% of tech buyer use social media to get advice from others 49% of technology buyers used online video to make purchasing decisions© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. 1. Tips for Getting Started… 1. 1. Integrate social into your business – set goals in support of your business objectives 2. 2. Lead with listening – create a listening workgroup, turn data into actionable insights and act 3. 3. Create a clear customer journey – make it easy for MEASURE ENGAGE LISTEN REFINE customers to find and connect with you, give them a reason to stay engaged 4. 4. Engage your customers – talk with your customers and enable them to talk amongst themselves 5. 5. Be human – leave the corporate tone at login 6. 6. Be open and transparent – embrace the randomness: the good, the bad and the unexpected PLAN 7. 7. Measure for impact – tie your measurement goals to your business goals 8. 8. Always think improvement – let the data be your guide, not your dust collector© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. WW Technical Services Discovers Two P1 Issues and BU Resolves • P1 issues discovered via Radian6 alerts. • One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases. • BU fully engaged and fixes all the reported issues. • Customer pleased with the technical support provided. Cisco Data Center Enters a New Market with Unified Computing (UCS) • First step to entering new terrain is listening and learning to what’s being said in the marketplace. • Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations. • Earns legitimacy by coauthoring content with established thought leaders inside the community. • DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. Before: Pushing to campaign press release launch interest timeAfter: Engaging with interest campaign time© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6.  Increase user engagement  Foster community growth  Increase word of mouth  Celebrate success  Measure engagement, growth and reach  Increase employee productivity, participation Gartner GamificationReport 2011© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. 2M+ online visits per month 325K registered users 310K social media users 60K mobile users US$80 6K community contributions per week million social and mobile integration cost saving annually*Based on case deflection; conservative estimate © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. © 2012 Cisco and/or its affiliates. All rights reserved. Twitter.com/ciscolive Cisco Confidential 8
  9. 9. Ad Impressions (Awareness)• Video to pique interest in demo• Demo served as a catalyst to Video Views begin in-depth technical (Consideration) conversations that influenced over $80M in ASR 9000 sales Demos• Video views tied directly to (Response) purhcase, not just awareness Result (Purchase) 210 qualified leads $80M+ influenced sales© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Traditional Launch 1 Launch 2 Launch with Social with Social Cost 1 1/6 1/8 Attendees/ 1 4.7X 6.1X Viewers • Significant increase in press and social media coverage • Highly integrated customer experience • On-going post-launch social activity • Success and lessons learned shared widely© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. @petra1400 Cisco Social Hub: Cisco Social Media Blog: http://socialmedia.cisco.com http://blogs.cisco.com/category/socialmedia© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. Thank you.

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