Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Case Study: Cisco Social Bookmarking Journey

2,860 views

Published on

StumbleUpon is now the #2 driver to our blogs and drives over 1/3 of our new visitors. Find out more and read about the 7 things we have learned. Want more? Read this blog post: http://bit.ly/cveP9h

  • Be the first to comment

Case Study: Cisco Social Bookmarking Journey

  1. 1. Case Study: Our Social Bookmarking Journey How Cisco Service Provider Marketing Has Adopted Social Bookmarking September 2010
  2. 2. Why Use Social Bookmarking Tools in General? <ul><li>Drive content discovery, and, therefore, </li></ul><ul><li>Drive content consumption </li></ul><ul><li>Increase organic search results (SEO) </li></ul>
  3. 3. Meet Today’s Social Bookmarking Tools Source: StumbleUpon, The Silent Social Media Bookmarking Story,: http://bit.ly/bZlRq3 <ul><li>How are people using StumbleUpon? </li></ul><ul><li>@EssenteeWeb: &quot;So's I can share what I think is cool and find content I otherwise wouldn't have.“ </li></ul><ul><li>@MicaR: &quot;Been a Stumbler for yrs. Great to get new ideas flowing when stuck, and, of course, great time waster. I've learned a lot, randomly.“ </li></ul>
  4. 4. The Power of StumbleUpon Source: Facebook Accounts for Half Social Traffic, StumbleUpon 2X Twitter, http://bit.ly/a1U7Ni In general, it is the second largest social media traffic driver behind Facebook
  5. 5. Recommending with StumbleUpon <ul><li>We have tried many different tools </li></ul><ul><li>As a team, our analysis found StumbleUpon to be most effective </li></ul><ul><li>But, we always experiment and augment StumbleUpon with other tools </li></ul>
  6. 6. What to Look for in Social Bookmarking Tools? <ul><li>Existing membership that is likely to include our target stakeholder </li></ul><ul><li>Enables a public profile page so search engines can index our links </li></ul><ul><li>Tools without “No Follow” tags to help increase our SEO results from backlinks to Cisco.com </li></ul><ul><li>Proven site longevity; an engaged and growing membership base </li></ul>
  7. 7. Is Social Bookmarking Making A Difference? <ul><li>StumbeUpon has become #2 traffic driver to our SP 360 blogs </li></ul><ul><li>StumbleUpon drives a significant portion of new visitors from Google </li></ul><ul><li>We have seen an increase in online exposure and influencer/follower activity </li></ul>
  8. 8. Is Social Bookmarking Making A Difference? (cont’d) <ul><li>We realize that there are more factors to successful blogs than just bookmarking </li></ul><ul><li>But, for the heck of it, we took a sample of bookmarked blogs and non-bookmarked blogs to see if bookmarking matters at all …on a high level and qualitatively* </li></ul><ul><li>And found some interesting things…. </li></ul>*n=24 significant outliers have been removed from analysis <ul><li>The aggregate # of bookmarked blog posts in the sample had more views than the total # of those without bookmarking </li></ul><ul><li>Examples on left: similar topic, published around same time, videos included in both </li></ul><ul><li>Post with StumbleUpon had significantly more views thank the one without social bookmarking </li></ul>With StumbleUpon Without StumbleUpon
  9. 9. How to Make Even More Impact? <ul><li>Rally more employees to engage in social bookmarking </li></ul><ul><li>Create a social bookmarking circle </li></ul>
  10. 10. Seven Things We Have Learned <ul><li>Understand your audience: Take the time to learn the needs of your target audience via experimentation, a consistent bookmarking practice, and constant analysis and improvement (closed-loop learning process) </li></ul><ul><li>Understand your bookmarking options: Take the time to assess the various bookmarking tools to select the one(s) that is most successful to your efforts </li></ul><ul><li>Public lists: Make your bookmark lists public to allow for easy content discovery </li></ul><ul><li>Use tools to simplify your life: Integrate productivity enhancement tools into your bookmarking practice to reduce manual labor and help you stay on target </li></ul><ul><li>Experiment: Never cease to experiment with new platforms, productivity enhancement tools and content syndication methodologies </li></ul><ul><li>Team effort: Build and grow your social bookmarking team </li></ul><ul><li>Be patient: Develop a long-term view when it comes to social bookmarking </li></ul>
  11. 11. Many Thanks to… <ul><li>David Deans, a member of the SP Marketing team, who pioneered social bookmarking at Cisco 2 years ago and has been the driving force behind our efforts ever since. For a few of us at Cisco, this has become standard practice and we hope to see more people join in on the fun. </li></ul><ul><li>By Petra Neiger [email_address] </li></ul><ul><li>www.twitter.com/petra1400 </li></ul>

×