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The Evolution and State of Social Media through Cisco Case Studies

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A few slides on the evolution of social media in general and at Cisco followed by some real-life examples.

A few slides on the evolution of social media in general and at Cisco followed by some real-life examples.

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  • Valentine gift: http://www.youtube.com/watch?v=3pffeMdDSoY Duck call: http://www.youtube.com/watch?v=CuDnm77wb0M

The Evolution and State of Social Media through Cisco Case Studies Presentation Transcript

  • 1. The Evolution of Social Media Highlighted through Case Studies Petra Neiger Senior Manager, Social Media Marketing Cisco www.twitter.com/petra1400
  • 2. 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)
  • 3. 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 NetAcad Ambassadors Ambassadors ūmi Integrated Social Media Plan Doobie Brothers Real-Time Interactions
    • $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
  • 4. Our Journey Continues… Through Commitment to and Investment in Social Media Human Financial Rewards and Recognition Infrastructure and Tools
  • 5. The Road to Widespread Adoption Through Enablement of employees through resources, tools and education so they feel Empowered to engage in social media, and through Evangelism of lessons learned and best practices
  • 6. Plan Your Engagement Investment + Commitment As Long-Term Success Factors People Places Parts Practices Read more at petra1400.blogspot.com
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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 1,000 total instant photo views during event
    UStream
  • 13. Cisco Networking Academy 132k+ Facebook Fans Turning Members into Ambassadors Member ambassadors and Cisco moderators spreading the knowledge together
  • 14. Linksys: A Peer-to-Peer Engagement Story Technical Fans on Facebook Help and Challenge Each Other
    • Peer-to-peer enablement by relaxing control and encouraging participation
    • Significant spikes in new fans, interactions and sales due to Challenge
    • Increased customer satisfaction due to responses by community
  • 15. Cisco ūmi: Integrated Strategy Builds Excitement Facebook to Excite and Delight Fans, Blogging to Focus on Relevant Consumer Topics in Consumer Space
    • Each platform with a clear purpose
    • Social sharing feature to increase pass along
    • Facebook as the social hub: polls, integrated social feeds
    • ~1,000 new “Likes” per day in week 1
  • 16. Employee Helps Non-Profit Raise $20,000 in 1 Week WOGO (Women’s Orthopedic Global Outreach) “Operation Walk” in Nepal Documented and Promoted in Social Media
    • Surgeons complete 43 full joint knee replacements in 3 days
    • Employee shares experience via live tweeting, video, photo updates
    • Uses social media to raise money
  • 17. Experiment You Never Know What Will Stick!
  • 18. Engage with Cisco 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
  • 19. Follow Our Blog blogs.cisco.com/category/socialmedia/
    • Best practices
    • Case studies
    • Shared learning
  • 20.