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 Organized Social Business
Petra Neiger
Social Media Marketing, Cisco
@petra1400
April 19, 2011

The Wild West of Social Media

Formalized Structure to Help Drive Adoption
Dandelion Model with Internal Advisory Council
Social Media Marketing
Social MediaCommunications
Social Media Advisory Council
3 Hubs: work with functional groups
Council: helps with alignment & promotes collaboration
Services Social Media

Our Approach to Social Media Governance
Strategy
Social Media Policy
Educate
Listen
Participate
Audiences
Employees using corporate and personal social media
External visitors to corporate social media
Objectives
Encourage the use of social media, but…
Protect both the company and individuals

Cisco’s Social Media Handbook
http://bit.ly/CiscoSMHB

Educate and Enable EmployeesScale through a Multi-Level Model
FORMAL TRAINING
SELF SERVICE
SHARED LEARNING
EDUCATION
ONE-ON-ONE COACHING
EVENTS & CONFERENCES

Participate with an Integrated Strategy
What are you going to do with this data?
Who else needs to know what you’ve learned?
How will you optimize & integrate social?
How will you manage the work?
Plan
Listen
What’s important to measure?
What are you going to do with this data?
Why should customers stay engaged?
How quickly/ efficiently can your (re)act?
Measure
Engage

Create Business Impact throughActive Listening
2) Small Business Uncovers Product Issue and Restores Faith of Partner
1) 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 Partner expresses lack of faith in UC560.
SMB actively listening, reach out and uncover product issue.
Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.
Partner appreciates prompt response and resolution.
3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears
4) Cisco Data Center Enters a New Market with Unified Computing (UCS)
Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.
Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.
Team calm fears and avoids any further public escalation of concerns on Facebook.
The loudest customer has since removed his negative comments from the Facebook wall.
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.

Engage Customers via Online Community
Cisco Support Community
(activity per month)
1.2 million visits
30k community contributions
4k peer ratings
Engagement best practices
Social media as a key channel
Focus on mobility
US$61 million cost saving annually
*
*Based on case deflection; conservative estimate

Enable Fans to Become Ambassadors
Member ambassadors and Cisco moderators spreading the knowledge together
www.Facebook.com/cisconetworkingacademy

Innovate via CrowdsourcingTurn Concepts into Real Business
2,500 Participants
5,300 Votes
3,300 Comments
800+ Ideas
Contest
Launch/Jan10
Social + WebEx
Collaboration
TelePresence
Finalists
New
Business/July
www.cisco.com/iprize

Interact with Customers Virtually“Cisco Channels Chat”
A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics
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
Digital Marketing Awards
Finalist

Enrich the Event Experience with Social
www.ciscolive.com

Cisco Events Mobile App for Cisco Live
400 customers from 20 countries registered for app + game
3,200 check ins during the week
54k points earned & 760 virtual stickers awarded
70 ratings & 235 comments

Event Communications via TwitterQuickly Addressing Issues, Questions
and the Unexpected!
Twitter.com/ciscolive

Measurement Early On…Reduce Costs, Increase Reach

Measure Customer Engagement
What’s Next…
Conversation Rate
Cross Channel Metrics
Interactive Dashboard

How to Connect with Cisco?
Social@Ciscosocialmedia.cisco.com
Social Media SummitMay 4 – 6, 2011
www.ragan.com/rd/Y1J0SJ-CISCO#ragancisco

Key Takeaways
Build a scalable social business
Internal preparedness will help drive external success
Set goals in support of business objectives
What are you trying to accomplish?
Map your listening journey
Create a social listening working group
Optimize & integrate your social presence
How will customers find you and connect with you?
Create a reason for continued engagement
Why should customers stay engaged with you?
Use listening & measurement data to improve
What actionable insights can you draw from the data?
Be open & transparent
Be willing to share lessons learned

Thank You!
Cisco Social Hub:
http://socialmedia.cisco.com
Cisco Blogs: http://blogs.cisco.com
Cisco Communities:http://www.cisco.com/web/communities
YouTube: http://www.youtube.com/Cisco
Twitter: http://www.twitter.com/ciscosystems
Facebook: http://www.facebook.com/Cisco
Flickr: http://www.flickr.com/groups/cisco/
@petra1400

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

by PR Newswire on Apr 20, 2011

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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 Presentation Transcript

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