The Evolution and State of Social Media through Cisco Case Studies

The Evolution of Social Media Highlighted through 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 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

Our Journey Continues… Through Commitment to and Investment in Social Media Human Financial Rewards and Recognition Infrastructure and Tools

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

Plan Your Engagement Investment + Commitment As Long-Term Success Factors People Places Parts Practices Read more at petra1400.blogspot.com

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

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

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

Cisco Networking Academy 132k+ Facebook Fans Turning Members into Ambassadors Member ambassadors and Cisco moderators spreading the knowledge together

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

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

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

Experiment You Never Know What Will Stick!

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

Follow Our Blog blogs.cisco.com/category/socialmedia/
Best practices
Case studies
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The Evolution and State of Social Media through Cisco Case Studies

by Petra Neiger

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