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Global Social CRM Meetup

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Presentation by CISCO at #GlobalSCRM meetup: http://www.meetup.com/BayAreaExecutives

Presentation by CISCO at #GlobalSCRM meetup: http://www.meetup.com/BayAreaExecutives

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  • Social Media channels drove 50K views to pre-launch event page and 40K (3%) views to launch product page
  • Example of question asked © 2009, Cisco Systems, Inc. All rights reserved. Presentation_ID.scr
  • © 2009, Cisco Systems, Inc. All rights reserved. Presentation_ID.scr
  • Transcript

    • 1. Measuring Social Media The Journey Continues Stephanie Marx Social Media Marketing Manager
    • 2. Cisco Borderless Network Architecture A New Architecture Powered by a New Innovation
      • Business :
        • Brand new vision, complements Cisco Collaboration & Virtualization Architectures
        • Next-gen best selling Cisco Integrated Services Routers Generation 2 (ISR G2)
      • Customer Values :
        • Video-Ready Architecture: New media-service engine & enhanced performance
        • Service Virtualization: Revolutionary srvcs delivery w/Cisco Services Ready Engine
        • Operational Excellence: Operation simplicity, green innovation, investment protection
      • Launch Goals :
        • Create momentum and buzz around Cisco’s new vision and products
        • Drive attendance for global virtual broadcasts across three different time zones
        • Increase online ‘share of voice’: generate conversation and increase followers, participation & engagement in Cisco’s social communities
      Launch Strategy: Use social media and video to create buzz and build a community that is excited about Cisco’s innovative products
    • 3. Building Pre-Launch Buzz and Driving Registration to Launch Event CiscoGeeks, CiscoSystems, proliferation via other Cisco accounts incl. global Cisco, Routers, Switches pages Sep Oct Nov TechWise Show PR/Blogger Outreach Social Media Release Launch page w/embedded Twitter feed Cisco Web Innovation blog series of teaser/vision posts Cisco Blogs Launch Announcement Pre, during, post, social media monitoring launch Virtual launch event registration Influencer Analysis & Outreach Monitoring Link sharing: teaser videos, event registration page Leak discovery, volume, message resonance, engagement opportunities Teaser/Vision Videos: Retail, Healthcare, Education
    • 4. Key Results, Findings and Lessons Learned
    • 5. Key Successes
      • Social media drove 17% of traffic to Launch Event page
          • 61% from Teaser videos, 19% from Twitter, 13% from Facebook, 7% from other channels (Cisco Blogs, StumbleUpon, Reddit, etc.)
      • “ The Future of Shopping” teaser video was viral hit
          • At launch 1.2 million views across YouTube & Metacafe (To date 3.6M)
      • Strong buzz generated in social media about Borderless Networks and ISR G2
          • 1,700 posts about the launch
          • 12% were original (i.e. op-ed) about launch and technology
      • Successful transition of @CiscoGeeks Twitter to broader Networking audience
          • 26% follower growth in six weeks
      • Comprehensive monitoring discovered partner leaks pre-launch and highlighted key posts for response post-launch
          • 5 partner leaks were mitigated with immediacy
          • ISR SME’s responded to 10 posts in social media with positive feedback
    • 6. Borderless Networks Launch: “The Future of Shopping” Video B2B Magazine 2010 Social Media Marketing Awards: Best Viral Video
      • Generate buzz for upcoming launch event
      • Drive traffic to event registration
      Objective
      • Vision videos created depicting possible consumer experiences enabled by Borderless Networks
      • Syndicated videos to YouTube and 6 other video networks
      • Video description and annotation drive to event page
      How
      • 1.6 million video views at launch (3.6M to date)
      • Videos generated 11% of event traffic
      Results
    • 7. Why did “The Future of Shopping” Go Viral? While we can initiate momentum for a video, videos go viral because of great content.
      • Content Learnings
      • “ Wow” factor happens immediately grabbing viewers attention.
        • Traditional storytelling typically teases then reveals at the end. This very rarely works online.
      • Light-hearted, upbeat, and focused on a consumer experience everyone can relate to. People are more willing to share a light-hearted video.
      The Future of Shopping The Future of Healthcare The Future of Teaching
    • 8. Monitoring Findings
      • There was viral distribution of launch messages. Cisco partners & friends were active in pushing messages to their followers.
      • Most conversations were not deep. Majority of social media posts linked to major launch news or marketing content with very little in-depth discussion of key technology features or product improvements.
      • The high-value, in-depth conversations occurred mostly in technical forums and subset of blogs. Heavy viral distribution of basic marketing messages occurred in Twitter, video sites, and blogs.
    • 9. Five Keys for Next Time…
      • Continue “The Future of…” video theme and focus on consumer experiences
      • Expand network of Cisco’s partners and enthusiasts to spread & spawn content, and reach target audiences
      • Create more content explaining technical advancements and breakthroughs
      • Commit to ongoing process for monitoring and response in “high-value” conversations in blogs and forums
      • Migrate Cisco Routers Facebook group to a Borderless Networks page to enable better message distribution to fans
    • 10. Developing a Measurement Framework
    • 11. Methodology
      • Design and internally test a survey
      • Distribute and collect responses
      • Facilitate working sessions for in-person polling
      • Aggregate and analyze the data
      • Perform a read-out to validate data and encourage challenges
    • 12. How do you define Success?
      • 30% of Respondents Cited Audience Engagement as a measure of success
    • 13.  
    • 14. Guide to Using the Framework
      • Do you have a Plan: objectives, goals, strategy?
      • How to measure against your strategic goals?
      • How will your metrics support your initiative?
      • Use the framework as a reference & to stimulate ideas as you develop your measurement strategy:
        • Map to relevant Goals, Key Performance Indicators, Tools
        • And/or create your own using the same approach
      " You get what you measure. Measure the wrong thing and you get the wrong behaviors ." - John H. Lingle
    • 15.  

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