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Dreamforce 2012 Cisco Social Media Listening Center
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Dreamforce 2012 Cisco Social Media Listening Center

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  • How we’ve progressed through the journey
  • How we’ve progressed through the journey
  • you need to have a strategy in place and an important part of that is having a listening framework and work flow in place – the one is based on the US Air Force blog triage http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
  • you need to have a strategy in place and an important part of that is having a listening framework and work flow in place – the one is based on the US Air Force blog triage http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
  • Transcript

    • 1. Setting Up Your Social MediaCommand CenterCharlie Treadwell@CharlieAtCiscoSocial Media Marketing Manager, CiscoDreamforce, September 21, 2012
    • 2. Why a Command Center? by ELuisCabrera
    • 3. Leveraging the High Ground by compujeramey
    • 4. Cisco’s Social Media Listening Center
    • 5. Cisco’s Social Media Listening Center San Jose London
    • 6. Social Media Listening Center Visualizations
    • 7. Customer Listening & Engagement Journey Stage 5 Fully Engaged Stage 4 Stage 3 Impactful Stage 2 Operational • Social listening and Stage 1 Experimental • Share insights broadly engagement drives real Traditional business results • Dabbling in social listening • Key players/responders occurs • Cross-functional teams• Customer understanding identified (i.e. product, marketing, support) partner to listen, engage occurs via focus groups, • Initial understanding of consistently and make surveys, or phone conversation landscape • Develop initial response changes based on insights channel/support • Perceive potential benefits of process, start engaging listening • Starts to be embedded in • Listening data matched with• No concerted effort around other data to provide real- • Still disconnected to business operations social listening; possible time overall health of brand business operations • Executive sponsorship skepticism about benefits Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/
    • 8. Gaining INSIGHTS to drive real business results… Identify Emerging Themes Capture Find Fans Industry Trends and Advocates Competitive Discover Product Insights Issues Benefits of Listening Uncover Crisis / Risk Influencers Management Message Product Development Penetration Feedback Sales Leads
    • 9. Take reasonable action to fix Take reasonable action to fix issue and let customer know issue and let customer know action taken action taken Positive Negative Yes Yes Does customer need/deserve Does customer need/deserve No Assess the Assess the more info? more info? Do you want to Do you want to Evaluate the Evaluate the respond? respond? message message purpose purpose Gently correct the facts Gently correct the facts Yes Unhappy Unhappy Yes Are the facts Are the facts No • Resources and ReferencesoResponse Response Customer? Customer? correct? correct? No No Yes Can you add Can you add No Dedicated Dedicated Yes Are the facts Are the facts value? value? Complainer? Complainer? correct? correct? No Yes Explain what is being done to Explain what is being done to Yes correct the issue correct the issuespondin kindpond in kind Comedian Want- Comedian Want- Is the problem Is the problem Thank the person Thank the person & share & share to-Be? to-Be? being fixed? being fixed? No Let post stand and monitor Let post stand and monitor Yes • The Big Picture • Implement • Measure • Promote • Build • Plan Create a Playbook
    • 10. Engagement Opportunity Framework
    • 11. Social Media Response Strategy Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes Does customer No Assess the need/deserve more Do you want Evaluate the to respond? message purpose info? Yes Unhappy Yes Are the facts No Gently correct the factsNo Response Customer? correct? No No Yes Can you add No Dedicated Yes Are the facts value? Complainer? correct? Explain what is being No Yes Yes done to correct the Respond in Thank the Comedian Is the problem issuekind & share person Want-to-Be? being fixed? No Let post stand and Yes monitor This framework was built using the USAF Blog Triage
    • 12. Listening Liaison Network Listening Liaison Product/Solution Listening Liaison Mktg, etc.SMEs Crisis Comms, etc. Dedicated Team for Support Listening Liaison Network Response & Engagement, Technical Services Listening Liaison Partner/Field Mktg, etc. Listening Liaison Product/Solution Customer Listening Center, Digital Marketing, etc. SMEs & Social Media Marketing
    • 13. Listening Liaison Network Workflow Diagram Login to Follow-up; Follow-up; Login to Engagement Repeat flow as Repeat flow as Engagement Console needed needed Console YES YES Include Include Appro- Appro- Engage Level: Engage Level: 1) Review “My Requires Requires comments in comments in 1) Review “My priate to priate to Engage* Engage* Commented, Commented, Tasks” in order Engage? follow-up? follow-up? the Notes the Notes Tasks” in order Engage? Awaiting Reply Awaiting Reply of priority AND 2) Section Section of priority AND 2) SME Listening SME Listening NO NO Stack Stack Assign to YES Reassign; Reassign; Customer YES Assign to Engage Level: Customer Engage Level: Engage Level: someone Engage Level: confirms e someone confirms Resolved, no pl et n i f recommended recommended Resolved, no else? else? resolve? resolve? co m r e e follow-up follow-up further action further action yOnl s in G g NO NO in step ngag Engage Level: Engage Level: Engage Level: ot e Engage Level: n Reviewed, closed, Reviewed, closed, Commented, Commented, no engagement no engagement closed closed required required *Engage means that you will respond Response may be posted through EC, sprinklr, etc.
    • 14. Listen Early and Listen Often 10:00 AM, June 29th, Word Cloud Screen software using firmware install cloud allow linksys access tracking connect data automatic pushing trust cisco history security allows router
    • 15. Gather Intelligence… not Data 10:00 AM Issue Logged by Listening Team
    • 16. Evolution of our Listening Center CMOExecutive Briefing Center
    • 17. Key Takeaways• Enables an elevated perspective, does not replace people on the front lines• Create a playbook or process and identify priorities• Develop a network of subject matter experts• Shows company’s dedication to social and VoC• Change agent for executive support… but• Be prepared for challenging questions

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