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Case Study: Cisco Social Bookmarking Journey


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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:

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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,: <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, 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 </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> </li></ul>