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Your employees as your brand ambassadors

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You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.

You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.

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  • 82% of employees…: source: eMarketer41% of people believe conversations with company employees to be the most credible specialist sources of information, Michael Brito, Edelman, Smart Business, Social Business
  • Scale Business through Social Media: Cisco Support CommunityGeneral URL: https://supportforums.cisco.com/index.jspaShown above (expert corner section): https://supportforums.cisco.com/community/netpro/expert-corner#view=ask-the-experts
  • Dave Evans’ blog shown here with the typing fingers: snapshot from internal IWE page where we posted Dave’s blog a day before it went live giving employees a sneak peek and asking them to comment. Just within a few short hours, it received 7,443 views and 43 comments from employees.
  • ***Employees asked to incl. #CiscoEmp hash tag in all social postings-Instagram: helps show Cisco’s viewpoint on connecting the previously unconnected-e.g., “A coffee cup can tell the grocery store when I’ll need my next order of coffee beans”Top 3 photos displayed on the Cisco InstagramSelected responses included on the graphic template to be featured on Cisco SM channels
  • ***Employees asked to incl. #CiscoEmp hash tag in all social postings-Instagram: helps show Cisco’s viewpoint on connecting the previously unconnected-e.g., “A coffee cup can tell the grocery store when I’ll need my next order of coffee beans”Top 3 photos displayed on the Cisco InstagramSelected responses included on the graphic template to be featured on Cisco SM channels
  • ***Issue was taken care of in a matter of a few hoursImage Sources: Spiceworks Group Members: http://www.google.com/imgres?biw=1920&bih=1080&tbm=isch&tbnid=R1-2h-1M6HX14M:&imgrefurl=http://depositphotos.com/7167906/stock-illustration-Social-network-members-with-text-clouds.html&docid=b5ppORsVYg1-uM&imgurl=http://static7.depositphotos.com/1030113/716/v/450/dep_7167906-Social-network-members-with-text-clouds.jpg&w=450&h=375&ei=iPB5Ubr6BcLjiAK17IHgCw&zoom=1&ved=1t:3588,r:61,s:0,i:275&iact=rc&dur=219&page=2&tbnh=187&tbnw=224&start=40&ndsp=42&tx=89&ty=47
  • --Helped scale our social message-11 of entries received-results of the campaign-eg. Of message scaling, community engagement-The recently launched #WorkTogether campaign is designed to build awareness of how Cisco helps enable mobile collaborative experiences. This campaign is designed to show customers how they can collaborate more securely anywhere, anytime, across platforms and devices while setting the stage for new brand positioning as well. Now is your chance to partake in this exciting new opportunity!  Just follow the simple steps below to upload photos and stories that epitomize how you #WorkTogether at Cisco, or anywhere you may be for that matter. Whether you bring your own device to work or use your local Starbucks as an office, we want to see how Cisco helps you work your way and collaborate successfully even when you're mobile. By participating, you will not only help promote our Multiple Devices campaign through the Collaboration lens, but also be entered into a contest for a chance to win AMEX gift card prizes.How to Participate1.       Capture a picture, video or written story showing how you work together/collaborate globally with others at Cisco when you're in the office, on the go, or working remotely. 2.       Upload the captured asset to your favorite social site (e.g., Facebook, Twitter, Instagram), and include the #WorkTogether and #CiscoEmphashtags in your posting. IMPORTANT: You must include the 2 hashtags to be entered into the contest.3.       Send the link to the posting AND a screenshot of the posting to christyp@cisco.com before Tuesday 10/30 at 5 PM PST. A cross-functional panel of judges will select top 3 winners based on creativity, innovativeness and how compelling your captured asset is. Winners will be announced shortly after the opportunity closes. 
  • Social Media Today, Cognitive Dissonance:http://socialmediatoday.com/sandygibson/1225266/cognitive-dissonance-why-social-sharing-creates-employee-advocates?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Social+Media+Today+%28all+posts%29

Your employees as your brand ambassadors Your employees as your brand ambassadors Presentation Transcript

  • Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 1 Your Employees As Your Brand Assets: Activate, Nurture and Treasure Petra Neiger, Global Digital & Social Media Marketing @petra1400 Updated: 09/18/13
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 82% of employees say they trust a company more when the CEO and leadership team communicate via social media 41% of people believe conversations with company employees to be the most credible specialist sources of information Sources: eMarketer, Michael Brito/Edelman
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 2) Humanize Your Brand1) Scale Business through Social Media 3) Drive Amplification and WOM 4) Resolve Issues and Answer Questions Executive blog triggers sharing and conversations. Executive participates in conversations – unscripted Cisco Support Community resolves 1M+ cases annually online due to member contributions Employees drive 33% of total brand campaign reach The “Discoverer” The “Closer” SME 1 discovers negative comment in influential LinkedIn group, partners with Social Media team to route concern to SME 2 who follows up with commenter Happy Commenter Angry Commenter
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 On-going activations On-going social media training & certification Program-specific activations
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 Includes first –degree employee tweets, excludes employee RTs 33% of total reach driven by employees
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Executive blog triggers sharing and conversations in social web. Executive participates in conversations – unscripted.
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 Employee-generated, brand-related graphics tell a different side of the #IoE story
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Executive “Mentee” SME “Mentor” • Learn new skills in a safe environment • Understand business case for social media • Understand social business requirements • Connect with an executive • Build business case for social media • Highlight social business requirements How can you help executives build social media literacy? Executive mentoring as part of your training program:
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Cisco Champion
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 • Interactive and sharable asset triggers conversation: • Take online quiz (“What is your data footprint?”) • Create and share customized infographic • Illustrates personal data usage and business impact of individual’s technology habits • Employees’ social activities contributed to over 26% of total social reach related to the #DatainMotion careabout (total social reach = 5.7M) Social Reach: 5.7M* 1.5M from Employees *over a 4-week time period (3/4 – 3/29)
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 People “put a surprising amount of trust and credibility in employees of companies”. “41% of people believe conversations with company employees to be the most credible specialist sources of information.” Source: Michael Brito, Edelman Digital, Smart Business, Social Business • SME 1 discovers negative comment in influential LinkedIn group • Alerts appropriate people triggering escalation process • SME 2 connects with commenter within a few hours SME 1: “The Discoverer” SME 2: “The Closer” Social Media Team Collaboration LinkedIn
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 • Social Ambassador activities: Responds to questions Creates buzz around Cisco social channel posts and updates Defends Cisco by replying to others’ negative comments about Cisco • SA voluntarily engages on Cisco-related social channels for personal/professional growth • Results: Establishes Cisco as a thought leader Increases positive sentiment about the brand
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 • Social Ambassadors engage with members on the “Networking” discussion forum • SAs locate questions and requests for product advice • Ambassadors respond by recommending appropriate Cisco products to meet the individual’s needs • Individuals express gratitude ultimately augmenting positive sentiment towards Cisco
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 • Ambassador Activities: • Actively monitors discussions • Posts relevant articles, event invites, industry news and trends • Initiates fun, interactive conversations with “Question of the Week” • Results: • Increased group members by over 58% to 20K+ in the last 12 months • Progressed from 12th to 5th largest LinkedIn Group for Cisco-related topics • Added 2 subgroups targeting Brazil and LATAM • Ultimately established herself as a “trusted Cisco voice” LinkedIn
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 • SA actively listens and monitors Cisco Spiceworks Group • Detects numerous unresolved group discussions within a few days of beginning Spiceworks Ambassador efforts • Responds to members’ questions and issues in a timely and relevant manner resulting in positive member feedback and appreciation “Can’t access my work group through the Cisco E3000 router.” “Can you please check if the solution at the below link works?” Spiceworks
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 CLC team clc-core@cisco.com Spiceworks members promote illegal method of acquiring Cisco software Legal Team responds appropriately to group members Posts Listens Social Ambassador Case Resolution Process Cisco Social Ambassador (SA) Social Ambassador Program team Cisco Legal Team SA routes issue Spiceworks
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 • Showcasing the possibilities with Cisco technologies through authentic, human voices • Created healthy internal competition within Cisco social community • Drove WOM and increased reach
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 Live Blogging Video Interviewing Live Tweeting Fielding Questions & Responding
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20 Organic channel voice increased 28% in the share of all Cisco mentions on Weibo (Feb 2012) 41% 26% 13% 59% 74% 87% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sep-Nov Feb Mar Owned Channel Voice Share of Mentions Voice breakdown Trend by channel, Mar 2012 19% 8% 80% 91% 1% 1% 0% 50% 100% Sep- Nov Mar Positive Neutral Own channel voice comparison 13% 17% 85% 82% 2% 1% 0% 50% 100% Sep-Nov Mar Positive Neutral Organic voice comparison
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 Roadshow Polling to Collect Feedback Architecture Roadshow Preferred Cloud Topic Polling to collect customer , partner , and social audience feedback Participants:536 Retweeted:413 Comments:89 (Link) 176 tweets Super Bowl LED Screen The biggest LED screen at Super Bowl stadium was supported by Cisco drew a lot netizens’ attention and discussion on weibo, Cisco’s high-tech image was popularized and admired through the promotion, also received the good suggestions from brand fans. (link) 159 tweets Cisco Recruitment Tips Cisco launched an online consultation for giving suggestions to students who want to work at Cisco. The campaign continually drives the interaction between netizens and official account. (link)
  • © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Employees Learn New Skills Provide personal/professional development opportunities Business Scales Social Media Multiply the impact of your efforts Employees Add An Authentic, Human Voice “41% of people believe conversations with company employees to be the most credible specialist sources of information.” (Michael Brito, Edelman) Employee Sharing Can Build Loyalty to Company “Employee sharing can influence your employees to love your company more” (Social Media Today) We’re Social by Nature … why not do it online, too?