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Social Media Communications at Cisco

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An overview of how social media is leveraged within Cisco Global Corporate Communications.

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Social Media Communications at Cisco

  1. 1. Social Media Communications @ CiscoAutumn TruongSr. Manager, Social Programs & Communities@autumntt© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. A social technology news site dedicated to producing engaging multimedia content about industry trends, innovation and best practices TheNetwork.cisco.com developed by a creative team of seasoned journalists, editors and artists with the goal of driving conversation among key influencers.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. Contributing Writers Program: Original Content • 10 + professional journalists produced by The Network and academics producing 1-2 team: stories a week • Regular multimedia series Curated Content: • Interactive animation • Videos, digital assets, etc. • Videos are regularly featured • Blogs© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. REPUBLISHED Stories republished on third party outlets RECOGNIZED Awarded and nominated for multiple industry awards. The Corporate Newsroom Redefined. SOCIALIZED Approximately 100% growth Y/Y LOCALIZED across Cisco Process in place to corporate social translate content into channels local languages© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. • Raise awareness around social media innovation and best practices• Educate and up-level social media skills• Create processes to maximize social media adoption and impact Thought Social Exec Social Bios Global Training Leadership Amplification • Awards • The Network • Extend voice of • Content • Public Relations • Editorial/Content content leadership team distribution • Investor placement • Company • Aggregation of process across Relations • Speaking opps Priorities exec content theaters • Community • Social Media • Brand • Amplification • Social activation Relations Influencer (SMI) campaigns process • Analyst engagement • Press • Theater pages Relations announcements • Global© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. • Community management ofcorp. channels – Amplification,engagement, campaigns, platform COMMUNITYinnovation, etc. MANAGEMENT• Represent corporate voice fromvarious perspectives – TheNetwork, press announcements,culture, campaigns, etc. EXPERIMENTATION CONTENT REPOSITORY © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. 250,000 200,000 150,000 100,000 2010 2011 50,000 0 Twitter Facebook LinkedIn Approximately 100% growth Y/Y across Cisco corporate social channels© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. • SuperFan of the Month chosen for volume and quality of engagement • SuperFan of the Year chosen by community Recognition • Corporate Inklings: Facebook B2B: How To Do It Right • HubspotBlog: “6 Ways B2B Companies Are Using Facebook” • Bloggertone: 20 Examples of Effective B2B Facebook Pages • EzineArticles: “Tips to Boost Your Business with Facebook” • Smart Insights: B2B Facebook Pages • Paulgillin.com: “Cisco Does Facebook Right© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. U.S., Canada, and Asia Latin America Pacific, Japan, Great er ChinaTwitter: 92Facebook: 76LinkedIn: 1,400 Europe, Middle East and Africa© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. UPDATED TOOL COMING SOON • Increase reach of content across social (exec social bios, exec Twitter handles, etc.) • More targeted content for global social channels (Weibo, Vkontake, etc.) • More alignment with global in planning process (revised Tiger Team and process)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. Selection Criteria  At least SVP or above  Blogs at least once a month  Has a personal or group Twitter account 3-Step Process 1. Create 2. Train 3. Measure© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. More activity = more views© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. What’s Next© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. Why hire brand journalists? • Experienced content creators • Understand audience interest and needs • Provide a balanced perspective© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. • Graphic Banner • Pinned Tweet • Promoted Tweet© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. • More visual storytelling • New cover photo provides free ad/promo opportunities • Highlight company milestones© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. Demographic Data • 22 million “stumblers”, 5 million active • 40 million stumbles per/day • 55% male, 45% female • 76% are 18-24 years old • Users spend avg. 7 hrs/month vs. 5.3 on Facebook • Users spend avg. 69 minutes each session • Users spend avg. 72 seconds per content© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. Organically Establish aCiscobrand presence on StumbleUpon and directly Brand Channels engage our audience with our specific content. Paid Discovery© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. “Educate, Entertain, Enlighten, Inspire” Videos Infographics Quizzes Informative/Edu cational Content© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. Demographic Data •10.4 million registered users • 64.8 % of users are in U.S. (popular in English speaking countries) • 97% of users are women (Mid West and Southeast) • In UK, 56% of Pinterest users are male • Users spend avg. 1.17 hours (more than Twitter, LinkedIn and Google+)•Targeted boards: Infographics, white papers, events, executives and company culture•A “Daily Pin” to be shared on Facebook and Twitter•Video Pinning: product tutorials and demos© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. • Listen and know where your audience is• Experiment and take risks• Add social media to your overall communications/PR strategy• Define your KPIs upfront© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. Thank you.

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