Social Media Empowering People, Empowering Business - Emma Roffey


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  • Invited to TFMA conference to talk about whats working for Cisco within the sphere of Social Marketing . Such a large area and I am not going to cover some key areas – governance , policy, metrics etc but focus on examples that we have done both internally and externally.... As we all know Marketing cannot afford to ignore Social Media.
  • Before we start - take stock of where are today... German survey results 14 – 29 year olds
  • SM – high users 47% Women are high users. All brands are trying to reach women A significant opportunity exists for companies to connect with women using mobile technologies. Women comprise 47% of current mobile web users , and between 2008 and 2009, the number of women using the mobile web increased by 43%, compared with a 26% increase in the number of men. women current mobile web users increase
  • Cisco has evolved from B2B added B2C - Cisco understands the world is changing – and as worlds merge, businesses can touch the social being in everyone.
  • So, what is social media? The names and popularity of the applications are secondary to their ability to fulfil an innate need. Its really about behaviour, about human need - NOT applications. With a proven ability to create business value, why would social media not be a part of your marketing, or your business strategy? Feedback, customer care, #crowdsourcing for innovation, polls, surveys, offers, conversation, outreach, etc.
  • The European Theatre has successfully implemented a policy recommendation of one YT / FB /Twitter handle per country. We manage: 16 YouTube Channels – 1 per country – most started Q3FY09 19 Twitter Handles – 1 per country – most started Q3FY09 12 FB Pages - most started Q4FY10 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA 85% BELIEVE THEY SHOULD INTERACT
  • Deep brand engagement correlates with financial performance And the top performers are not all B2C In Forrester’s new report, US Interactive Mktg Report…The rise in social media spend is estimated to increase to 3.1 billion by 2014…up from $700M today **Data from a report by Charlene Li, written in conjunction with Wetpaint called “ ENGAGEMENTdb “. The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels. The report is available at and the main site is at (includes ways for you to do a quick ranking of your engagement )
  • Where to start? Listening to what customers are saying, and looking at what competitors are up to is the place to start. Once you understand what the hot topics are, what competitors are doing and what’s best practise in your industry, you can formulate your strategy. Planning is the key phase. This sets out what success looks like, and how you’ll get there. What sort of problems are you trying to solve, what type of engagement will resonate with your audience. Can you frame up the conversations, or should they be driven from your audience? Key to an engagement plan is a firm editorial calendar – content is KING. What will you talk about? Remember the 80/20 rule – about content. Trans-media is being talked about these days, how to engage on different, multiple platforms and engage audiences in a deeper dialogue. So, extending the media mix, and varying the narrative to suit the audience for that media. Like other digital media, social media is measurable . Whatever applications you choose to use have associated reporting tools, and whether you use free or paid for listening tools, you can gauge sentiment and share of voice fairly effectively. But as with all marketing, its more important to set good KPIs, look longer term for the real, tangible value to your business. Social media is not a “cash crop” – its a garden that needs long term commitment and nurturing to be successsful. Understand the main tactics used in social media. Social brands are doing one or all of the following activities: Depending on your business, you’ll want to look at who is involved, but ensure to create an integrated social media plan and organisation, so all your efforts are joined up. The organisational change required to integrate and support this new activity, can be the most challenging but the most rewarding for business. Social Marketing uses social applications to drive awareness, buzz, attendance, traffic, leads, and ultimately conversions Social Engagement brings end-users closer, breaks down barriers to access, and is the lynchpin of a social business. Influencer Marketing – know who influences your audience, and influence and engage those people . Blogging is the new journalism. Kn ow and work with influential bloggers so they are buzzing on your business. Effective listening programmes mean the right information is flowing back to relevant parties – wherever in the business: CS, Marketing, PM, Sales, Execs
  • First defined by USC professor Henry Jenkins: “ Transmedia is not that new of a concept, but the emergence of today’s social and mobile networking technologies, combined with the myriad of entry points to brand messaging, meaning that transmedia storytelling should be central to every marketing effort, online or otherwise.” The trans-media approach really moves us away from concept of traditional marketing messages put out through one or two channels, and using multiple forms of media with each element making distinctive contributions to the story, in sequence, at each point asking for audience engagement, to help develop the message. So we’ll look at the larger themes and devise many ways to tell that story over a period of time using different types of media assets as well as audience engagement in video, social media, digital, virtual and blended events. Diffusion of Innovation Exponential increases in dialogue with the use of multpile platforms and syndication of content
  • Social Media opened up new opportunities for Cisco to partner with other companies. Last July, at the end of the World Cup, Cisco and Yahoo! staged The World Interviews David Beckham Show video clip In partnership with Yahoo!, Cisco staged a world-first to connect international sporting icon, David Beckham, with fans around the world in a live, virtual in-person, interview event. Key Facts 19 TelePresence locations, 5 continents, 16 time zones   Yahoo! ran competitions through social media and its websites around the world posing the question “If you could ask David Beckham one thing, what would it be?”. Those adjudged to have submitted the most original, interesting (and decent!) would be invited to ask it during the interview over TelePresence The entire interview was streamed live on Yahoo’s websites around the world. Film crews from the BBC and Sky TV were also at the London location, and US Entertainment Network connected live from Los Angeles using Cisco’s TelePresence facility there. This resulted in extended news coverage across these major news networks. gMore than a quarter of a million people tuned-in live on the internet, with over 2.4m more watching replays over the next few days. The media's attention was certainly caught, with coverage appearing on all main UK news channels within hours of the event. The event generated a total of 4,800 pieces of coverage worldwide delivering a global reach in the hundreds of millions (over 100 pieces of TV, 700 print / online articles, 4000+ social media mentions).  
  • NetPro started in 2000 as a marketing intitative, but organically grew to a true peer to peer technical support community. Steady user numbers until 2009.... Integrating with other social media channels and mobile in 2009 saw the community grow by 4 fold . Social media have proven to be highly effective platforms for peer-to-peer technical support conversations, and for cross-pollenating. Harnessing the power of social media allows Cisco to Drive technical support case resolution & knowledge sharing, where the customers are Recruit our next generation of customers in new demographics in new markets such as India Gain new insights from the Web “wisdom of the crowd” Ultimately, drive efficiency & customer loyalty How Cost Savings are calculated: Notes: Discussion forums and ask the experts Customers are engaged and interactive Over 185,000 registered users, growing by ~500 per week 4,500-5,000 posts per week (not counting employees) Social media reached new demographic (younger, from developing markets: India, Pakistan, Philippines are top social media NetPro users) 83% of visitors leave with some kind of resolution 93% of visitors say that NetPro contributed positively to their opinion of Cisco and its products 70% call avoidance for support Facebook community – 46,186 “likes” Facebook community app – 4,304 installs Twitter – 1,693 followers YouTube – 1,135 subscribers, 26,603 total views
  • We’ve also used social media to get direct input from our customers on our product development, with the iPrize competition. This was ran globally to ask our customers to come up with ideas for a new product in one of our key technology areas, again with social voting for the best ideas, with the winner creating a new business unit to develop the idea into a real product that we would build and sell. 1 st I-Prize - The winning team, based in Germany and Russia, presented Cisco with a business plan that improves energy efficiency by taking advantage of Cisco’s leadership in Internet Protocol (IP) technology – they won from a group of more than 2500 entrepreneurs and innovators in the contest from 104 countries. 2 nd I-Prize announced in June - Five Mexican Students Selected from 3,000 Participants for 'Life Account' Idea that Bridges the Gap Between Virtual and Physical Worlds i-Zone is our internal employee innovation site. Over 4,000 registered users (out of 7,000 European employees). Fast-track process for best ideas supported by European Leadership team. One idea (Next Generation Assessment) has an estimated ROI of $600 Million over 3 years.
  • Extending our reach by creating social media platform for Live / Virtual hybrid events. Cisco Live Europe – flagship European event (reach extended by 28% on Cisco Live Virtual) Over 830 virtual networkers at Cisco Live Over 1,900 Twitter followers for Cisco Live 58 countries virtually 4000+ external attendees
  • CiSCO Europe 1900 Twitter followers Social Miner – own listening tool - filter and tagging - multiple tags other than official tag. Would have missed a 1000 tweets if we hadn’t used our s/w . We are looking for a couple pilot customers as will be selling this. g 3485 tweets during the 4 day event – Catagories – event we had 14 . 1 person monitoring at anyone time - end of day meet with the relevant people but could jump on things immediately over radio contact.
  • “ A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise. Results from our analysis of proprietary survey data show that the Web 2.0 use of these companies is significantly improving their reported performance. In fact, our data show that fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.” Market share gains reported by respondents were significantly correlated with fully networked and externally networked organizations. This, we believe, is statistically significant evidence that technology-enabled collaboration with external stakeholders helps organizations gain market share from the competition. Respondents at companies that used Web 2.0 to collaborate across organizational silos and to share information more broadly also reported improved market shares. The imperative for business leaders is clear: falling behind in creating internal and external networks could be a critical mistake. Executives need to push their organizations toward becoming fully networked enterprises. Our research suggests some specific steps: Integrate the use of Web 2.0 into employees’ day-to-day work activities. This practice is the key success factor in all of our analyses, as well as other research we have done. What’s in the work flow is what gets used by employees and what leads to benefits. Continue to drive adoption and usage. Benefits appear to be limited without a base level of adoption and usage. Respondents who reported the lowest levels of both also reported the lowest levels of benefits. Break down the barriers to organizational change. Fully networked organizations appear to have more fluid information flows, deploy talent more flexibly to deal with problems, and allow employees lower in the corporate hierarchy to make decisions. Organizational collaboration is correlated with self-reported market share gains; distributed decision making and work, with increased self-reported profitability. Apply Web 2.0 technologies to interactions with customers, business partners, and employees. External interactions are correlated with self-reported market share gains. So are internal organizational collaboration and flexibility, and the benefits appear to be multiplicative. Fully networked organizations can achieve the highest levels of self-reported benefits in all types of interactions.
  • Collaborative Leadership is not just about Technology It takes a collaborative culture and process Do you have a culture that fosters openness, acceptance to adopt these. For example John chambers does a monthly blog, and any employee is empowered, enabled to comment on that blog How do you change your business process to take advantage of the technology Are you showing how these collaboration tools are actually making a difference - measurement Let me give you an example that happened inside Cisco
  • Technologies – all individual technologies But what we really to build are the business capabilities and use of those technologies Directory – brings together multiple pieces technologies - business capability it enables is to make expertise to become visible/servicabel, for example finding an expert on a specific piece of legislation in hours or minutes versus days This will evolve into a developing the next generation workforce experience Developing a space that is role, context, task aware that all the info you need to do your job, collaborate becomes a single space that you go into and the content / navigation would shift according to what you are doing, what meeting you are going to and who you are meeting with What technology is behind this Servicing up the relationship between, people, content and communities, increasing relevancy of information – data by tagging
  • It’s about Human Behaviour not about applications Understand what you are trying to achieve with social media, set a strategy that addresses customer and business need, and thus will create tangible business value Set clear and measurable KPIs, test, learn continue with what works, and don’t be afraid to DIScontinue things that don’t Focus on social media trends that are most relevant to your business - d on’t feel you have to execute on every conceivable development in social media or technology, remain focused on what’s relevant to your business.
  • Cisco is about bringing people Together through the transformational power of technology.
  • Social Media Empowering People, Empowering Business - Emma Roffey

    1. 1. Social Media – Empowering People, Empowering Business Emma Roffey Director, Communications & Digital Marketing Cisco Europe
    2. 3. Source: BITKOM - Bundesverband Informationswirtschaft, Telekommunikation und neue Medien e.V. 2010 <ul><ul><ul><li>14 - 29 year old population </li></ul></ul></ul>My Mobile Phone The Internet A Car My Current Partner
    3. 5. Social Media... Digital tools that facilitate interaction and conversation between people, businesses, brands, organisations.
    4. 6. Amplify and promote local content/ leverage US content Local country channels – subtitled or local video Country FB fan pages integrate & aggregate content Country & topic blogs Registrations / Special Events/offers and Buy Now CISCO COUNTRY SITE 19 handles 12 pages 16 channels 13 blogs Blog s 16k followers + 10% m/m 6k fans + 10% m/m 140,000 views + 10% m/m 20,000 reads + 10% m/m
    5. 7. Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb”
    6. 8. Just because it’s social … …doesn’t mean it’s casual!
    7. 9. Listen Plan Measure Engage Images: Jeroen van Oostrom, graur razvan ionut, Paul /
    8. 10. campaign dialogue year press release campaign <ul><li>Campaign focus </li></ul>From To <ul><li>Extending the dialogue </li></ul><ul><li>Ongoing and growing over multiple platforms </li></ul><ul><li>More user and subject matter expert involvement </li></ul><ul><li>Showcasing thought leadership </li></ul><ul><li>Programme management </li></ul>campaign Trans-media approach Digital reach dialogue year
    9. 13. <ul><li>185K registered users </li></ul><ul><li>50K Facebook fans </li></ul><ul><li>@500 new users/week </li></ul><ul><li>@5,000 external user posts/week </li></ul><ul><li>70% call avoidance for support </li></ul>
    10. 14. <ul><li>Cisco I-Prize </li></ul><ul><li>3,000 participants </li></ul><ul><li>800 ideas </li></ul><ul><li>156 countries, 6 continents </li></ul>Cisco i-Zone Internal Innovation in Europe 60% employee participation
    11. 15. Virtual reach +20% Year-round engage-ment
    12. 17. “ Apply Web 2.0 technologies to interactions with customers, business partners, and employees . External interactions are correlated with self-reported market share gains. So are internal organizational collaboration and flexibility, and the benefits appear to be multiplicative. Fully networked organizations can achieve the highest levels of self-reported benefits in all types of interactions ”. McKinsey Global Institute The rise of the networked enterprise: Web 2.0 finds its payday Jacques Bughin, Michael Chui December 2010
    13. 19. <ul><li>Web-Services </li></ul><ul><li>Video </li></ul><ul><li>Unified Communications </li></ul><ul><li>TelePresence </li></ul><ul><li>Wikis </li></ul><ul><li>Blogs </li></ul><ul><li>Business Success Metrics </li></ul><ul><li>Scalable and Efficient Processes </li></ul><ul><li>Common Services </li></ul><ul><li>Core versus Context </li></ul><ul><li>Invite Participation </li></ul><ul><li>Pervasive Accountability </li></ul><ul><li>On-Line Social Networking </li></ul>Process Technology Culture
    14. 20. <ul><li>The Integrated Workforce Experience (IWE) is an evolution of the intranet where the individual becomes the centre of the information that surrounds them </li></ul><ul><li>The IWE will unleash the power of the global human network and social networking in the Enterprise by creating an online workforce experience that intelligently connects People, Communities and Information (PCI) enabling them to connect, communicate, collaborate, transact and learn. </li></ul>My View
    15. 21. New Business Capabilities Integrated Work “Spaces” VBA Virtual Business Advisor FCLN Finance Collaboration & Leadership Network Directory 3.0 New Cisco Workspaces WebEx/MP Hybrid Client Ciscopedia CDN Cisco Developer Network Platform Building Blocks Technologies RSS Discussion Forums Virtual Meetings Wikis Blogs Video Sharing Unified Communications (NEW) Social Bookmarking IM User Experience Cisco Connect Next Generation Workforce Experience Voice Video Data Business Process Apps
    16. 22. My View Central view for customized Cisco news Integration with Communities and projects Integrated contact lists across all spaces Integrated with Exchange for mail, tasks and calendar Learn
    17. 25. Source: >80% reduction of email
    18. 26. The Communication & Collaboration Story Integrated Workforce Experience Goal is to drive productivity, growth and innovation Communicate more effectively and efficiently Collaborate Internally and externally Learn from all the right people, resources, and content at the right time Connect
    19. 27. Social media is about human behaviour Focus on what is relevant to your business Explore and Experiment Get stuck in