Case Study: Our Social Bookmarking Journey<br />How Cisco Service Provider Marketing Has Adopted Social Bookmarking<br />S...
Why Use Social Bookmarking Tools in General?<br /><ul><li>Drive content discovery, and, therefore,
Drive content consumption
Increase organic search results (SEO) </li></li></ul><li>Why Did We Get Started?<br /><ul><li>Much of our content was cons...
Several pieces of content were hard to find
Much of our content ranked low in organic and Cisco.com searches</li></li></ul><li>Meet Today’s Social Bookmarking Tools <...
@EssenteeWeb: "So's I can share what I think is cool and find content I otherwise wouldn't have.“
@MicaR: "Been a Stumbler for yrs. Great to get new ideas flowing when stuck, and, of course, great time waster. I've learn...
The Power of StumbleUpon<br />In general, it is the second largest social media traffic driver behind Facebook<br />Source...
The Recommendation Engine of Our Choice <br /><ul><li>We have tried many different tools
As a team, our analysis found StumbleUpon to be most effective
But, we always experiment and augment StumbleUpon with other tools
Business Exchange
LinkedIn Groups
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Social Bookmarking Case Study

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StumbleUpon is now the #2 driver to our blogs and drives over 1/3 of our new visitors. Find out more and read about the 7 things we have learned. Want more? Read this blog post: http://bit.ly/cveP9h

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Social Bookmarking Case Study

  1. 1. Case Study: Our Social Bookmarking Journey<br />How Cisco Service Provider Marketing Has Adopted Social Bookmarking<br />September 2010<br />
  2. 2. Why Use Social Bookmarking Tools in General?<br /><ul><li>Drive content discovery, and, therefore,
  3. 3. Drive content consumption
  4. 4. Increase organic search results (SEO) </li></li></ul><li>Why Did We Get Started?<br /><ul><li>Much of our content was consumed less than desired
  5. 5. Several pieces of content were hard to find
  6. 6. Much of our content ranked low in organic and Cisco.com searches</li></li></ul><li>Meet Today’s Social Bookmarking Tools <br /><ul><li>How are people using StumbleUpon?
  7. 7. @EssenteeWeb: "So's I can share what I think is cool and find content I otherwise wouldn't have.“
  8. 8. @MicaR: "Been a Stumbler for yrs. Great to get new ideas flowing when stuck, and, of course, great time waster. I've learned a lot, randomly.“</li></ul>Source: StumbleUpon, The Silent Social Media Bookmarking Story,:http://bit.ly/bZlRq3<br />
  9. 9. The Power of StumbleUpon<br />In general, it is the second largest social media traffic driver behind Facebook<br />Source: Facebook Accounts for Half Social Traffic,StumbleUpon 2X Twitter, http://bit.ly/a1U7Ni<br />
  10. 10. The Recommendation Engine of Our Choice <br /><ul><li>We have tried many different tools
  11. 11. As a team, our analysis found StumbleUpon to be most effective
  12. 12. But, we always experiment and augment StumbleUpon with other tools
  13. 13. Business Exchange
  14. 14. LinkedIn Groups
  15. 15. Google Bookmark Lists</li></li></ul><li>What To Look for in Social Bookmarking Tools? <br /><ul><li>Existing membership that is likely to include our target stakeholder
  16. 16. Enables a public profile page so search engines can index our links
  17. 17. Tools without “No Follow” tags to help increase our SEO results from backlinks to Cisco.com
  18. 18. Proven site longevity; an engaged and growing membership base</li></li></ul><li>Is Social Bookmarking Making A Difference? <br /><ul><li>StumbeUpon has become #2 traffic driver to our SP 360 blogs just behind Twitter
  19. 19. StumbleUpon drives more than 1/3 of our new visitors from Google (and Google is biggest search driver for Cisco)
  20. 20. We have seen an increase in our online exposure and influencer/follower activity
  21. 21. Internally, we are able to find our own content faster and easier</li></li></ul><li>Is Social Bookmarking Making A Difference? (cont’d) <br />With StumbleUpon<br /><ul><li>We realize that there are more factors to successful blogs than just bookmarking
  22. 22. But, for the heck of it, we took a sample of bookmarked blogs and non-bookmarked blogs to see if bookmarking matters at all…on a high level and qualitatively*
  23. 23. And found some interesting things….</li></ul>Without StumbleUpon<br /><ul><li>The aggregate # of bookmarked blog posts in the sample had more views than the total # of those without bookmarking
  24. 24. Examples on left: similar topic, published around same time, videos included in both
  25. 25. Post with StumbleUpon had significantly more views thank the one without social bookmarking</li></ul>*n=24significant outliers have been removed from analysis<br />
  26. 26. How Can We Make Even More Impact with Social Bookmarking? <br /><ul><li>Rally more employees to engage in social bookmarking
  27. 27. Create an internal Cisco social bookmarking circle – ask others to StumbleUpon your links, and reciprocate
  28. 28. Bookmark with the intent to attract followers - include links to non- Cisco content</li></li></ul><li>A Closer Look At Productivity Enhancement Tools<br /><ul><li>Use the tool’s browser plug-in and/or bookmarklets to speed up link posting
  29. 29. Use the SearchStatus plug-in to expose “no-follow” tags on public page (http://www.quirk.biz/searchstatus/)
  30. 30. Use bit.ly links (instead of Cisco.com web URLs) if reporting is a higher priority than SEO
  31. 31. Place your frequently-used tools on the bookmark toolbar within your browser
  32. 32. Create a “checklist” of all sites you intend to use for bookmarking – and make it a routine to promote content
  33. 33. Maintain a list a keyword tags and use them in all related bookmark posts</li></li></ul><li>Seven Things We Have Learned<br /><ul><li>Understand your audience: Take the time to learn the needs of your target audience via experimentation, a consistent bookmarking practice, and constant analysis and improvement (closed-loop learning process)
  34. 34. Understand your bookmarking options: Take the time to assess the various bookmarking tools to select the one(s) that is most successful to your efforts
  35. 35. Public lists: Make your bookmark lists public to allow for easy content discovery
  36. 36. Use tools to simplify your life: Integrate productivity enhancement tools into your bookmarking practice to reduce manual labor and help you stay on target
  37. 37. Experiment: Never cease to experiment with new platforms, productivity enhancement tools and content syndication methodologies
  38. 38. Team effort: Build and grow your social bookmarking team
  39. 39. Be patient: Develop a long-term view when it comes to social bookmarking</li></li></ul><li>Many Thanks to…<br />David Deans, a member of the SP Marketing team, who pioneered social bookmarking at Cisco 2 years ago and has been the driving force behind our efforts ever since. For a few of us at Cisco, this has become standard practice and we hope to see more people join in on the fun. <br /> By Petra Neiger neiger@cisco.com<br />www.twitter.com/petra1400<br />

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