Successfully reported this slideshow.

Cisco Social Media Listening Center Case Study

1

Share

Loading in …3
×
1 of 2
1 of 2

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

Related Audiobooks

Free with a 14 day trial from Scribd

See all

Cisco Social Media Listening Center Case Study

  1. 1. Have questions? Contact us. W www.salesforcemarketingcloud.com E marketingcloud@salesforce.com @marketingcloud T 1-800-NO-SOFTWARE ZHSLZMVYJLJVTPUJ(SSYPNO[ZYLZLY]LK7YVWYPL[HY`HUK*VUÄKLU[PHS Social Listening Social Content Engagement Social Ads Work!ow Automation Measurement CASE STUDY: CISCO Cisco Systems brings social to the core of their business. The Challenge 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 and collaborate. 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 customer journey. The Approach Powered by Salesforce Marketing Cloud, Cisco has taken an ABC, 1-2-3 approach to social SPZ[LUPUN;OLPYÄYZ[Z[LWPZPKLU[PM`PUN¸HJ[PVUIHZLK 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 personal accounts. 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 LUZYL*PZJVLMÄJPLU[S`JHW[YLZLUNHNLTLU[ 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 )YPLÄUN*LU[LY^P[OW^HYKZVM]PZP[VYZWLY 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 VMÄJLZ;OPZKPZWSH`PZZLK[VZOV^JVU]LYZH[PVUZ and tone of top-of-mind topics such as earnings, acquisitions, launches or campaigns.
  2. 2. Have questions? Contact us. W www.salesforcemarketingcloud.com E marketingcloud@salesforce.com @marketingcloud T 1-800-NO-SOFTWARE ZHSLZMVYJLJVTPUJ(SSYPNO[ZYLZLY]LK7YVWYPL[HY`HUK*VUÄKLU[PHS Social Listening Social Content Engagement Social Ads Work!ow Automation Measurement (YHQWVSHFLðF6RFLDO0HGLD/LVWHQLQJHQWHU – 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 listening. 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. The Results 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 generation efforts. 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.

×