Cisco Social Media Marketing Practices


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  • Recognizing Social’s increasingly important role in Customers' decision making process, Cisco APJC has been building its social presence in APJC in the past couple of years. As of Q1 FY13, Cisco APJC has a pretty significant social footprint in APJC.
  • TrainListenEngageMeasure
  • Some of the training courses are made available to customers as well. You can find them on cisco.comGOALS:Build strong social media, including mobile, capabilitiesStrengthen Cisco's industry "best-in-class" and thought leader position PROGRAM HIGHLIGHTS:3 CERTIFICATION LEVELS: Specialist, Strategist, MasterINTERNAL AND EXTERNAL TRACKS:INTERNAL, GENERAL TRACK: 45+ internal general social training coursesINTERNAL, EXECUTIVE TRACK: All inclusive executive training track with on-demand courses, one-on-one reverse mentoring, and toolkits for executives and their supporting teamsINTERNAL, FUNCTIONAL TRACK: 4 new functional tracks including "Social Media for Sales", "Social Media for HR", "Social Media for Ex-Comm Managers", and coming soon "Social Media for Internal Partner teams"EXTERNAL TRACK: External training for customers, partners, universities, and others offering on-demand courses, team mentoring sessions, and self-service resources 
  • Social Listening is a way for Cisco to keep a pulse on the market. We track the standard brand buzz volume, technology share of voice, compeitive share of voice, key campaign performances as well as crisis monitoring.For English-speaking countries, we use Radian6.For China, we use CIC.Marketing actions have been taken to correct course if we see our share of voice decline in certain areas, e.g. Cloud in China.Actions have been taken when faced with crisis. All this would not have been possible in a timely fashion if not for social listening.
  • Use Social to amplify the messages Online/offline integrationCisco Live Melbourne has 4 screens set up on event site, to listen to facebook/twitter live feeds (including those of key influencers), to showcase the photo feeds real time from instagram and flickr as well as to live stream the event.Not only a great number of tweets were generated during the event, the engagement/interaction with customers resulted in higher “likes” on facebook and expanded Cisco’s digital footprint by acquiring more followers.
  • Social ambassador programThey were the first to help launch the IOE brand campaign, a group of strong brand advocates for Cisco. This proves especially valuable, given how new the concept of IOE is. In China alone, the Ambassadors have garnered a followership of over 110,000, which makes the message amplification very powerful for phase I and II of the campaign. The mentions of IOE grew from almost nothing till 30K in the first few months, partly thanks to the ambassadors’ active participation.
  • CXO engagement
  • Tactics Used: Weibo Interviews. Social Polling. Leveraging Key Influencers such as a well-known TV personality in China. Leveraged Cisco global executives’ blog entries and created Quotes cards to make the info more digestible by the audience.Aligned closely with the overall brand campaign phases, complimenting the media on TV, Airports, Print etc.Worked closely with PR and related media partners
  • Test and learn phase. This is opportunistic but we have been spotting a few opportunities whereby prop sects raised their hands to learn more and to get directed to a sales person. What we do is to link them immediately with the appropriate sales process.
  • Cisco Social Media Marketing Practices

    1. 1. How to Use Social Media Marketing to Drive Business Paula Wang Director of Marketing Cisco Asia Pacific Japan & China Oct. 10th, 2013 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
    2. 2. Cisco APJC Social Marketing Overview Practice Sharing How You Can Leverage © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    3. 3. China 189,000-- Online Community 176,000 – SINA Weibo 110,000 –Social Ambassador followership Japan 2000 – Facebook 4,400 – Twitter India 129,000 – Facebook 1,600 - Twitter Social Platforms Used by Cisco APJC: • • • • • • • • • • • • • Facebook Twitter LinkedIn Google + YouTube Weibo(China) Youku(China) WeChat(China) Online Community Baidu Docs Instagram Flickr Pinterest © 2010 Cisco and/or its affiliates. All rights reserved. Asia 613 – Facebook (Indonesia) 1250 – Facebook (Philippines Networking Acad) 793 – Twitter (Cisco APJC) 1469 – APJC Partners (Twitter) ANZ 966 – Facebook 1,600 - Twitter Cisco Confidential 3
    4. 4. Enablement Social Media Enablement • Social Media Intelligence Social Listening • Social Media University Listening Program • Workshops • Policies and • Monitor branding and Governance • Infrastructure and Tools • Internal Consulting campaign impact • Track trends • Shape future marketing program design Engagement Measurement Social Ambassador Program Measurement • Activate employees • Engage with • Define Scorecard • Standardize Reporting customers and partners • Support for major campaigns, e.g. IOE Brand Campaign, Tier 1 events • Facilitate leads generation © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    5. 5. 3 Certification Levels: • Specialist • Strategist • Master 2 Tracks • Internal • External Social Media Training Courses © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    6. 6. What We Listen For Brand Cisco and Competitors Technology EN, Mobility, SP, Security, DCV A Quick Snapshot 1,400 1,200 1,000 Campaigns IOE, Cloud, BYOD/Mobility • Cisco released Q4 finance report and mentioned IoE value index report . Link • IoE value index report drew IT media attention. Link 800 Crisis Monitoring 600 400 Physical Event Cisco Live, Cisco Connect, CCBN, MAE Buzz, Sentiment, Trends, Key Words Association 200 0 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
    7. 7. Total Reach 28587 Unique Twitter Posts 1305 Twitter Engagementt 446 Instagram Photos #clmel 132 Facebook Likes 825 Facebook Engagement 420 Real time posts feed – Social Miner Social Media Influencers © 2010 Cisco and/or its affiliates. All rights reserved. 1000 900 800 700 600 500 400 300 200 100 0 949 813 825 770 Before Cisco Live After Cisco Live Real time photo feed – Instagram & Flickr Live Streaming Cisco Live 365 Cisco Confidential 7 7
    8. 8. To enable and activate Cisco employees to act as Cisco’s ambassadors in interacting and engaging with customers and partners via social channels. No. of Followers No. of Tweets © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    9. 9. • A robust group with 350+ C-level members • Pioneers within APJC to initiate a LinkedIn Group • Active group with frequent discussions and engagement • Phase-2 to focus on sustaining members. Engaging with ‘right ones’ and attracting ‘right ones Group Demographics by Industry Group Demographics by Job Title © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    10. 10. 1 2 Define IoE Quantify the Value of IOE 3 Create Cisco Connections Index 6,189 (5,000) 7,395(2,100) 14,306(2,100) Engagement Actual(Target) 4,197(2,500) 3,615(3,000) 8,775(2,700) Reach Actual(Target) 9.5M(3M) 6.1M(4.5 M) 71M(4.5 M) Buzz Actual(Target) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    11. 11. 1 Weibo Fans interact with Official Weibo for procurement inquiry 4 Weibo fans share the experience of being supported by Cisco Weibo Team passed the request to telemarketing team 2 Telemarketing team passed the opportunity to Sales team or partners to follow up 3 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    12. 12. Key Take-ways • Social Marketing has come of age • Social Marketing needs to be part of your marketing mix and it does not stand alone • Use Social Marketing to build brand awareness, to engage with your customers and can potentially to generate leads Actions you could take • Train your employees on Social Media • Conduct Social Listening to keep a pulse on the market trends and your share of voice • Mobilize your employees to be your social ambassadors • Integrate Social into your physical events • Test, Learn and Scale. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    13. 13. Thank you.