Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cisco Social Top Tasks

1,476 views

Published on

Learn how the Cisco Global Social Media Team worked closely with Gerry McGovern from Customer Carewords to run a top tasks study to understand the tasks visitors want to accomplish on Cisco social channels. This methodology leverages a unique scoring technique enabling visitors to tell you in precise, statistical terms their top tasks when they arrive at your social channel.

Published in: Business

Cisco Social Top Tasks

  1. 1. Social Media Top TasksIn partnership with customercarewords.comCisco Global Social MediaApril 2013© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 1
  2. 2. Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Public 2
  3. 3. 240m 4.2m 3m 3m annual visits social reach mobile web customer app to Cisco.com visitors Downloads* (6x YoY) 73m 2m organic search social media referrals mentions 1.3m 1.4m paid search social referrers click-throughs to Cisco.com 2% 55% 91% 341% Cisco.com Social Reach Mobile Phones Tablets Source: Cisco SiteCatalyst & other internal metrics.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. B2B buyers areengaging on socialmedia and connectingwith Cisco…but why?© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. Partneringwith CustomerCarewords,we conducteda “Top Tasks”study to findout. Top Tasks – The most important tasks that your website or social media visitors are trying to accomplish.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. The top task methodology is a unique scoring technique enabling visitors to tell us in precise, statistical terms their top tasks. Typically, this is used for websites, but in our case, we applied it to our Cisco-owned social media pages. http://www.customercarewords.com/what-it-is.html© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. http://www.customercarewords.com/how-it-works.html© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. To make sure the results was statistically significant, we madesure to have a sample size of over 400 responses.• Valid Responses: 461• Period of Poll: July 31, 2012 to September 26, 2012• Social Platforms Analyzed: • Facebook (facebook.com/cisco) • Twitter (@ciscosystems) • Cisco Communities (communities.cisco.com)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. Network 35 design (best prac… Configuration, installati… 1. Network design (best practices, Top 25% Training peer recommendations) Events (webcasts, 2. Configuration, installation, set- seminar… 26-50% up, deployment Certification (requiremen… 3. Training 51-75% 4. Events (webcasts, seminars,DBSCHEMA Cisco Live) 5. Certification (requirements, 15 7 renewal, status) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Research is an important part of the work we do because it informs our strategy. Here’s how you can leverage the top tasks research: • Define your business objective • Create your social media strategy • Understand what top tasks your social channel should focus on • Align your communication strategy with your users’ top tasks • Measure how well your visitors can complete their tasks© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. Thank you.

×