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Stephanie Marx Presentation


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Stephanie Marx Presentation

  1. 1. Cisco and the Social Web: Social Media Listening As a Part of Strategy <ul><li>Stephanie Marx </li></ul><ul><li>Social Media Marketing Manager Cisco Systems, Inc. </li></ul>
  2. 2. “ We have two ears and one mouth so that we can listen twice as much as we speak. ” Epictetus, Greek Stoic philosopher, AD 55-c.135
  3. 3. Organization Web Site Content Sharing & Rating Forums Social Networks Cisco Blogs Blogs Blogs Home Base Priority: 1 Time Budget: ~50% Outposts Priority: 2 Time Budget: ~40% Passports Priority: 3 Time Budget: ~10% Listening Station Always on Tuning in to online conversations
  4. 4. <ul><li>Listening </li></ul><ul><li>Talking </li></ul><ul><li>Energizing </li></ul><ul><li>Spreading </li></ul><ul><li>Supporting </li></ul><ul><li>Embracing </li></ul>“ Groundswell” Social Objectives Listening or “ Monitoring ” offers the ability to learn from what your customers are saying.
  5. 5. Customer Groundswell Social Media Online press Voice of the Customer Bloggers / Influencers Trade press Active Listening Platform Social Media Marketing
  6. 6. Measure Analyze and track conversations, show business impact Monitor Discover real-time, relevant, impactful conversations Engage Active dialog with customers or prospects, track/tag comments for further use
  7. 7. <ul><li>Understand where conversations take place </li></ul><ul><li>Reputation/risk management </li></ul><ul><li>“ Voice of Customer ” research (real-time) </li></ul><ul><li>Monitor conversation trends and reveal emerging themes </li></ul><ul><li>Uncover influencers and potential advocates </li></ul><ul><li>Competitive tracking </li></ul><ul><li>Sales and lead generation </li></ul><ul><li>Program metrics and benchmarking </li></ul><ul><li>Identify opportunities to engage in relevant conversations </li></ul><ul><li>Early warning radar for product quality and customer service issues </li></ul>
  8. 8. Operational Traditional Experimental Impactful Stage 5 Fully Engaged Stage 4 Stage 3 Stage 1 Stage 2 <ul><li>Dabbling in social listening occurs </li></ul><ul><li>Initial understanding of conversation landscape: what/where/who/why </li></ul><ul><li>Perceive potential benefits of listening </li></ul><ul><li>Still disconnected to business operations </li></ul><ul><li>Share learnings/insights broadly </li></ul><ul><li>Key players/responders identified (i.e. product, marketing, support) </li></ul><ul><li>Develop initial response process & start engaging </li></ul><ul><li>Listening becomes more embedded in business operations </li></ul><ul><li>Executive sponsorship </li></ul><ul><li>Social listening and engagement drives real business results </li></ul><ul><li>Cross-functional teams partner to listen, engage, take consistent and timely action, and make changes based on insights </li></ul><ul><li>Listening data matched with traditional data to provide real-time overall health of the brand </li></ul><ul><li>Customer understanding occurs via focus groups, quantitative surveys, or phone channel/support </li></ul><ul><li>No concerted effort around social listening; possible skepticism about the benefits </li></ul>Source: Ant’s Eye View
  9. 9. Fully Engaged Stage 5 <ul><li>Data informs decision-making, future behavior and investment </li></ul><ul><li>Social listening, engagement and risk/crisis avoidance is fully embedded in business operations </li></ul><ul><li>All teams are trained and supported to respond to customers and prospects </li></ul><ul><li>No customer left behind </li></ul><ul><li>Consistent measurement and reporting shared with teams and senior executives </li></ul>
  10. 10. A Job Seeker’s Tweet Our Response
  11. 11. Negative: Show we care, help resolve issues, turn sentiment to neutral/positive Lead Opportunities: Product comparisons, “ looking for XYZ ” Product Reviews: Influence others Positive: Thank them, turn them into advocates Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail CiscoSmallBiz: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! Nice! I really like the &quot;Download and Accept License&quot; all in one click - good stuff
  12. 12. <ul><li>Inviting Guest Bloggers to the Cisco SP Mobility Community </li></ul><ul><li>Researched potential contributors and experts </li></ul><ul><li>Reached out to solicit active bloggers in mobile industry </li></ul><ul><li>Resulted in 6 strong contributors who posted regularly over 12-18 month period: </li></ul><ul><ul><li>Posts received 36% of total views </li></ul></ul>
  13. 13. <ul><li>What relevant discussions are taking place? </li></ul><ul><li>Is the conversation more prominent in a particular type of social media (blogs, message boards, social networks, etc.)? </li></ul><ul><li>What key topics and themes are being discussed? </li></ul><ul><li>Is the conversation fragmented or is there a clear leading voice(s)? Who are the leading voices? Is the media leading or hosting these conversations? Competitors? </li></ul><ul><li>Does my organization have a voice in the conversation? Is anyone talking about us? </li></ul><ul><li>Are our target audiences participating in this conversation? </li></ul><ul><li>Are there any passionate fans of our issue or cause? What about detractors? </li></ul><ul><li>“ So what? How do all those answers add up in a meaningful way that will move us forward?” </li></ul>
  14. 15. <ul><li>“ Conductor” or facilitator </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Distribution and alerts </li></ul></ul><ul><ul><li>Workflow </li></ul></ul><ul><li>Subject Matter Experts </li></ul><ul><ul><li>Product expertise </li></ul></ul><ul><ul><li>Train, i.e. Code of Business Conduct </li></ul></ul><ul><li>Reporter </li></ul><ul><ul><li>Track and analyze results </li></ul></ul><ul><ul><li>Communicate broadly </li></ul></ul>Facilitator
  15. 16. <ul><li>Be transparent about who you are </li></ul><ul><li>Take responsibility for what you post </li></ul><ul><li>Be professional, respectful and timely in your response </li></ul><ul><li>Support your opinions with facts </li></ul><ul><li>Admit when you make a mistake and promptly correct it </li></ul><ul><li>Don't post something that you do not feel comfortable saying to someone's face </li></ul><ul><li>Add value, not noise </li></ul><ul><li>Be aware of laws regarding privacy, confidentiality, IP, libel, insider trading, and endorsements </li></ul><ul><li>Cisco’s Social Media Guidelines </li></ul>
  16. 17. Questions?
  17. 18. Thanks for joining us!