The Cisco Social Journey Continues: From Operations to Intelligence & Innovations

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The Cisco Social Journey Continues: From Operations to Intelligence & Innovations

  1. 1. The Cisco Social Journey ContinuesFrom Operations toIntelligence and InnovationsLaSandra BrillSenior Manager, Social Media Marketing@LaSandraBrill© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. Two-Way Communication Marketing in a (not one way) Web 2.0 World Build Communities (not websites) Join the Conversation (not just in your domain) Earned (not paid) Create a Relationship Integration (not an event) (not interruption)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. PROGRAMS Public Engagement Marketing Customer Service Communications Events Campaigns AdvocacySOCIAL BRAND Listening SOCIAL BUSINESS (External) Focus (Internal) Training Tools & Process Organization Models Staff Resources / Allocation Policies & Guidelines Knowledge Sharing Culture INFRASTRUCTIURE INFRASTRUCTURE Slide Credit: David Armano
  4. 4. “Core” Social Media Organization/Roles   SM Listening & Insights CMO & Field Marketing   SM Enablement Embedding social into all marketing   SM Consulting activities and customer touch-points   SM Management CMO &   SM Labs Field Marketing IT IT Corp Integrating platforms for social Comm Corp Comm intelligence Bridging the gap through the social media advisory board Global Social Media Marketing Theater Theater Teams CDO Teams Shared service for global rollout CDOPartnering on social engagement & innovation Sales / Services Sales/Services Social intelligence and customer insight© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. Game Mechanics Drive Leading with Voice of Social Graph = User Behavior the Customer Greater Intelligence SoLoMo-Glo = Video Facilitates the Social Scoring & Social Dramatic Reach Purchasing Process CRM leads to predictive modeling© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6.   Increase user engagement and loyalty   Foster community growth   Recognition and rewards (celebrate success)   Generate viral marketing reach   Support campaigns/promotions   Measure engagement, growth and reach   Integration across various Cisco properties Gartner Gamification Report 2011© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. WW Technical Services Discovers Two P1 Issues and BU Resolves •  P1 issues discovered via Radian6 alerts. •  One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases. •  BU fully engaged and fixes all the reported issues. •  Customer pleased with the technical support provided. Cisco Data Center Enters a New Market with Unified Computing (UCS) •  First step to entering new terrain is listening and learning to what’s being said in the marketplace. •  Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations. •  Earns legitimacy by coauthoring content with established thought leaders inside the community. •  DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. Ads Offers Engine Engine Auto- Personalization Populate Engine Registration Forms© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. Socially targeted, mobile accessible, locally relevant•  Mobilize social content: blogs, communities & rewards•  Deliver locally relevant content via apps•  Define best practices around social integration into the mobile strategy© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. • Develop integrated web & social video strategy• Align videos throughout the customer journey• Focus on storytelling• Establish video as key lead and traffic driver
  11. 11. “CRM is no longer just a model for managing customers but one of customer engagement.”© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. Game Mechanics Drive Leading with Voice of Social Graph = User Behavior the Customer Greater Intelligence SoLoMo-Glo = Video Facilitates the Social Scoring & Social Dramatic Reach Purchasing Process CRM leads to predictive modeling© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. •  Cisco Social Hub: @LaSandraBrill http://socialmedia.cisco.com lbrill@cisco.com•  Cisco Blogs: http://blogs.cisco.com•  Cisco Communities: http://www.cisco.com/web/communities•  YouTube: http://www.youtube.com/Cisco•  Twitter: http://www.twitter.com/ciscosystems•  Facebook: http://www.facebook.com/Cisco•  Flickr: http://www.flickr.com/groups/cisco/© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. Thank you.
  15. 15. Stage 5 Stage 4 Fully Engaged Stage 3 Measurable A cohesive end-to- Stage 2 Operational A common end audience Experimental measurement experience purpose- Stage 1 Platform-for- framework spans built with the Traditional Initial connections purpose approach customer in mind. A where each channel online channels and Independent between traditional 360-degree view of serves a specific demonstrates channels serve web, social and the customer role in the quantitative impact. largely as push mobile surface. enables predictive engagement funnel. Investment mix vehicles and have Channels lack engagement tactics. The audience recalibrated based no cohesive common content, Marketing experience is on business impact strategy. listening or organizations are consistent and and priorities as Measurement measurement quick to refine intuitive. opposed to isolated to individual strategies. tactics based on Digital stewardship emotions. platforms and is not Audience real-time experience spans the business. used to drive intelligence improvement. increasingly convoluted. Slide credit: Ant’s Eye View© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

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