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Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum
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Social Media at Cisco: From the Wild West to Organize Social Business at the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum

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Social Media at Cisco: From the Wild West to Organize Social Business by: Petra Neiger, Senior Manager, Social Media Marketing, Cisco. This presentation was part of the PR Newswire / Business …

Social Media at Cisco: From the Wild West to Organize Social Business by: Petra Neiger, Senior Manager, Social Media Marketing, Cisco. This presentation was part of the PR Newswire / Business Development Institute B2B Social Communications Leadership Forum which took place on April 19, 2011 in Santa Clara, CA. This presentation can also be found at http://slidesha.re/dJfeYM

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  • The slide depicting the 'Wild West' is actually a photo of the Oklahoma Land-Run from 1889. Fun fact.
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  • 1. Social Media at Cisco From the Wild West to Organized Social Business <br />Petra Neiger<br />Social Media Marketing, Cisco<br />@petra1400<br />April 19, 2011<br />
  • 2. The Wild West of Social Media<br />
  • 3. Formalized Structure to Help Drive Adoption<br />Dandelion Model with Internal Advisory Council<br />Social Media Marketing<br />Social MediaCommunications<br />Social Media Advisory Council<br /><ul><li>3 Hubs: work with functional groups
  • 4. Council: helps with alignment & promotes collaboration</li></ul>Services Social Media <br />
  • 5. Our Approach to Social Media Governance<br />Strategy<br />Social Media Policy<br />Educate<br />Listen<br />Participate<br />Audiences<br />Employees using corporate and personal social media<br />External visitors to corporate social media<br />Objectives<br />Encourage the use of social media, but…<br />Protect both the company and individuals<br />
  • 6. Cisco’s Social Media Handbook <br />http://bit.ly/CiscoSMHB<br />
  • 7. Educate and Enable EmployeesScale through a Multi-Level Model<br />FORMAL TRAINING<br />SELF SERVICE<br />SHARED LEARNING<br />EDUCATION<br />ONE-ON-ONE COACHING<br />EVENTS & CONFERENCES<br />
  • 8. Participate with an Integrated Strategy<br /><ul><li>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?</li></ul>Plan<br />Listen<br /><ul><li>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? </li></ul>Measure<br />Engage<br />
  • 15. Create Business Impact throughActive Listening<br />2) Small Business Uncovers Product Issue and Restores Faith of Partner<br />1) WW Technical Services Discovers Two P1 Issues and BU Resolves<br /><ul><li>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.</li></ul>3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears<br />4) Cisco Data Center Enters a New Market with Unified Computing (UCS)<br /><ul><li>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.</li></li></ul><li>Engage Customers via Online Community<br />Cisco Support Community<br />(activity per month)<br /><ul><li>1.2 million visits
  • 30. 30k community contributions
  • 31. 4k peer ratings</li></ul>Engagement best practices<br /><ul><li>Social media as a key channel
  • 32. Focus on mobility</li></ul>US$61 million cost saving annually<br />*<br />*Based on case deflection; conservative estimate<br />
  • 33. Enable Fans to Become Ambassadors<br />Member ambassadors and Cisco moderators spreading the knowledge together<br />www.Facebook.com/cisconetworkingacademy<br />
  • 34. Innovate via CrowdsourcingTurn Concepts into Real Business<br />2,500 Participants<br />5,300 Votes<br />3,300 Comments<br />800+ Ideas<br />Contest <br />Launch/Jan10 <br />Social + WebEx<br />Collaboration<br />TelePresence<br />Finalists<br />New<br />Business/July<br />www.cisco.com/iprize<br />
  • 35. Interact with Customers Virtually“Cisco Channels Chat”<br />A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics <br /><ul><li>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</li></ul>Digital Marketing Awards<br />Finalist<br />
  • 38. Enrich the Event Experience with Social<br />www.ciscolive.com<br />
  • 39. Cisco Events Mobile App for Cisco Live<br /><ul><li> 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</li></li></ul><li>Event Communications via TwitterQuickly Addressing Issues, Questions<br />and the Unexpected!<br />Twitter.com/ciscolive<br />
  • 43. Measurement Early On…Reduce Costs, Increase Reach<br />
  • 44. Measure Customer Engagement<br />What’s Next…<br /><ul><li>Conversation Rate
  • 45. Cross Channel Metrics
  • 46. Interactive Dashboard</li></li></ul><li>How to Connect with Cisco?<br />Social@Ciscosocialmedia.cisco.com<br />Social Media SummitMay 4 – 6, 2011<br />www.ragan.com/rd/Y1J0SJ-CISCO#ragancisco<br />
  • 47. Key Takeaways <br />Build a scalable social business<br />Internal preparedness will help drive external success<br />Set goals in support of business objectives<br />What are you trying to accomplish?<br />Map your listening journey<br />Create a social listening working group<br />Optimize & integrate your social presence<br />How will customers find you and connect with you?<br />Create a reason for continued engagement<br />Why should customers stay engaged with you?<br />Use listening & measurement data to improve<br />What actionable insights can you draw from the data?<br />Be open & transparent<br />Be willing to share lessons learned<br />
  • 48. Thank You!<br />Cisco Social Hub: <br />http://socialmedia.cisco.com<br />Cisco Blogs: http://blogs.cisco.com<br />Cisco Communities:http://www.cisco.com/web/communities<br />YouTube: http://www.youtube.com/Cisco<br />Twitter: http://www.twitter.com/ciscosystems<br />Facebook: http://www.facebook.com/Cisco<br />Flickr: http://www.flickr.com/groups/cisco/<br />@petra1400<br />

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