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CASE STUDY: CISCO
Cisco Systems brings social to the core of their business.
Cisco is the worldwide leader in IT, helping companies
seize the opportunities of tomorrow by proving that
amazing things can happen when you connect the
previously unconnected. The company has shaped
the future of the Internet by creating unprecedented
value and opportunity for their customers,
transforming the way people connect, communicate
The move to adopt and weave social across the
enterprise has been a natural transition for Cisco.
The recent launch of a Social Media Listening Center
demonstrates their commitment to the voice of the
customer, and also allows Cisco to harness and
capture social intelligence. Cisco sees the potential
to take social even further by connecting customers’
experiences and makes this part of the entire
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has taken an ABC, 1-2-3 approach to social
conversations” (ABCs) – that is, customers and
partners expressing a near term need. This includes
but is not limited to sales inquiries, support, product
ideas and brand advocacy posts. They then prioritize
them (1-2-3) to determine the urgency of a response.
Cisco gets about 5,000-7,000 mentions a day and
roughly 3% of those are actionable. Today, there are
over 1,300 social ambassadors globally who are
authorized to engage with customers on the social
web on behalf of Cisco, and all Cisco employees
are encouraged to be active on Twitter with their
Social listening provides a foundation for Cisco’s
CRM initiative, which focuses on using social
intelligence to make data driven decisions. This
includes real-time content marketing insights to
opportunities across social channels.
Cisco executes their social media listening strategy in
a number of ways:
Marketing’s Social Media Listening Center –
A nine screen display of live social data is used to
keep an active pulse on social activity. This display
is particularly useful when monitoring campaign or
launch activity as a way to get a macro view of how
things unfold on the social web.
Social Media Listening Center in the EBC –
A six screen display of social data in Cisco’s Executive
year. This illustrates in real-time how Cisco listens and
responds to customers.
Executive’s Social Media Listening Center –
A two-screen kiosk version of the Social Media
Listening Center just outside the CEO and CMO’s
and tone of top-of-mind topics such as earnings,
acquisitions, launches or campaigns.
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Cisco created a 24/7 multi-language Social Media
Listening Center for the 2012 London Olympics,
an initiative that awarded them the prestigious
Groundswell Award for best B2B social media
Online Social Media Listening Center –
Visualizations from the physical Social Media Listening
Center can also be viewed online. This global reach
enables teams around the world to listen to what’s
being said about the brand at any time.
Cisco has succeeded in creating an industry-leading
social strategy and putting that into practice with the
many variants of their Social Media Listening Center.
The company has seen great results, including
early detection of potential product issues and
the ability to track their social marketing and lead
Cisco was awarded the
Groundswell Award for best
B2B social media listening.
The Social Media Listening Center allows Cisco
to scale social across the enterprise to create a
connected organization that can move quickly and
nimbly, as well as get closer to their customers. Their
work in social media has already earned Cisco a
great deal of industry recognition, and the business
shows no signs of slowing down as they continue to
evolve their social strategies and execution. Cisco
currently engages with customers, partners and
prospects on 133 Twitter handles – 15 of these are
owned by Cisco Executives. Additionally, Cisco has
more than two million fans across its top
12 Facebook Pages.