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Cisco's Social Media Organization and Case Studies

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Cisco's journey to our current social media organizational structure. Best practices and case studies.

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Cisco's Social Media Organization and Case Studies

  1. 1. Cisco and the Social Web Organizational Structure & Case Studies Petra Neiger Senior Manager, Social Media Marketing Cisco www.twitter.com/petra1400
  2. 2. Social Media = A Mindset Shift for Businesses Create a Relationship (not an event) Build Communities (not websites) Two-Way Communication (not one way) Organic (not synthetic) Integration (not interruption) Join the Conversation ( not just in your domain)
  3. 3. Cisco’s Social Media Journey Solve Business Problems, Uncover Opportunities 2007 2009 2008 Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Buzz/Leak Management Twitter Contest Facebook Viral Video Global, Channel Social Plans Nexus Launch ASR 1000 Digital Cribs ASR 9000 Unified Computing Borderless Networks Collaboration Digital Cribs 2 CES 2010 What If Contest Serious Gaming Video Contest myPlanNet CRS-3 Integrated social media plan <ul><li>$250K Savings Data Center blogging vs. traditional media </li></ul><ul><li>ASR 1000 Launch 6x less expensive Reached 90X more people </li></ul>Reduces Cost <ul><li>Participants from 116 countries Virtual ASR 9000 launch event </li></ul><ul><li>1.6M Video Views: ISR2 “Future of Shopping” “Viral” in Facebook, esp in Asia, Middle East </li></ul>Extends Reach <ul><li>1.4M+ Padmasree Twitter Followers Viral growth through thought leadership </li></ul><ul><li>Digital Cribs 60,000+ views, 23,000+ comments </li></ul>Engages Customers
  4. 4. How Our Journey Started Experimentation in Spokes Service Provider Collaboration SMB Corp Comm Cisco Networking Professional Community Cisco Networking Academy … And the number of practitioners kept growing
  5. 5. The Challenges Inconsistent social media practices Inconsistent opportunities for learning Lack of consistent governance/ stewardship around practices, metrics and accountability
  6. 6. Turning Challenges into Opportunities Dandelion Social Media Organizational Model <ul><li>3 Hubs: work with functional groups </li></ul><ul><li>Council: helps with alignment and promotes collaboration </li></ul>Social Media Advisory Council Social Media Communications Social Media Marketing Services Social Media
  7. 7. Global Social Media Marketing Our Charter To Enable employees through resources, tools and education so they feel Empowered to engage in social media, and to Evangelize lessons learned and best practices to drive social media excellence
  8. 8. How Do We Do It? Through the Four Pillars of Our Organization <ul><li>Brand Campaign Planning & Execution </li></ul><ul><li>Corporate Blog Program </li></ul><ul><li>Online Community Program </li></ul><ul><li>YouTube Community Management </li></ul><ul><li>Social Media Certification Program </li></ul><ul><li>Monthly Social Media Roundtables </li></ul><ul><li>Workshops and Summits </li></ul><ul><li>Social Media Playbook </li></ul><ul><li>Planning and Metrics Templates </li></ul><ul><li>Social Media Listening Program </li></ul><ul><li>Policies and Governance </li></ul><ul><li>Infrastructure and Tools </li></ul>Social Media Education Social Media Enablement Social Media Management <ul><li>Consultation on Strategy and Tactics </li></ul><ul><li>Consulting on Tools and Applications </li></ul><ul><li>Case Studies and Best Practices </li></ul><ul><li>Business Case Development </li></ul><ul><li>Health Assessment </li></ul>Social Media Consulting
  9. 9. Set Up to Scale Through… Online resources (frameworks, how to’s, etc) Priorities Shared learning model
  10. 10. Plan for Change Internally… Communication Is the First Step to Change Management Download resource materials Learn about policy Join meetings and events Participate in discussion Forum
  11. 11. Encourage Participation Externally socialmedia.cisco.com <ul><li>Why… </li></ul><ul><li>Create conversations with customers, partners, employees and the public </li></ul><ul><li>Platform to discuss the role of the network </li></ul><ul><li>Thought leadership </li></ul><ul><li>How… </li></ul><ul><li>Extensive use of video increases engagement </li></ul><ul><li>Integrated with communications campaigns </li></ul>
  12. 12. Drive Engagement through an Integrated Strategy Participation is the Currency of the New Economy <ul><li>Monitor conversations </li></ul><ul><li>Identify influencers </li></ul><ul><li>Engage in discussion </li></ul><ul><li>Invite to comment </li></ul><ul><li>Share </li></ul><ul><li>Converse </li></ul><ul><li>Integrate </li></ul><ul><li>Excite, embrace </li></ul><ul><li>Nurture </li></ul><ul><li>Branded channels </li></ul><ul><li>Measure conversation impact </li></ul><ul><li>Track sentiment </li></ul><ul><li>Analyze trends </li></ul>Measure Listen Engage Meaningful Conversations
  13. 13. Listen to the Customer <ul><li>Just being present will impact your sentiment </li></ul><ul><li>Interact with customers </li></ul><ul><li>Change perceptions </li></ul>Henaredegan: Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail Henaredegan: @CiscoSmallBiz Nice! I really like the &quot;Download and Accept License&quot; all in one click - good stuff CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8
  14. 14. Executive Thought Leadership: Cisco CTO Padmasree Warrior on Twitter <ul><li>Uses her Twitter Community of ~ 1.4M followers to: </li></ul><ul><ul><li>Amplify Cisco’s voice on Cloud and Unified Computing </li></ul></ul><ul><ul><li>Share technology insights </li></ul></ul><ul><ul><li>Get feedback on her ideas and presentations </li></ul></ul><ul><ul><li>Share personal information </li></ul></ul>
  15. 15. Crowd Sourcing: Cisco I-Prize Contest Launch/Jan10 Social + WebEx Collaboration TelePresence Finalists 2,500 Participants 5,300 Votes 3,300 Comments 800+ Ideas New Business/July
  16. 16. Social Gaming: Cisco myPlanNet 1.0 www.cisco.com/go/myplannet Digital Marketing Awards Finalist
  17. 17. Putting It Together: The Life of a Game Taking on a Life of Its Own Thanks to the Power of the Crowd Cisco announces Cisco myPlanNet Facebook fan page attracts new fans daily Press articles Blogs Discussions Social media activation engages new audiences Tweets Circulation in languages other than English Reposting by 3 rd parties on own download sites The power of the crowd 40k+ Downloads 120k+ Page views ~75k Facebook Fans
  18. 18. Cisco Channels Chat <ul><li>Engage Cisco partners around the globe </li></ul><ul><li>Interact using video, social media, and free tools </li></ul><ul><li>8 sessions with close to 50,000 live views and many replays </li></ul>A monthly video broadcast on Ustream with Cisco executives and experts covering partner-focused topics Digital Marketing Awards Finalist
  19. 19. Cisco Networking Academy 118k+ Facebook Fans Turning Members into Ambassadors Member ambassadors and Cisco moderators spreading the knowledge together
  20. 20. Doobie Brothers: Entertainment in a World Gone Crazy Watch, Share and Interact in Real Time from Anywhere <ul><li>Over 300 Cisco employees and guests in studio </li></ul>Studio <ul><li>11 TelePresence locations around the US </li></ul><ul><li>Virtual customer and fan interactions via Q&A </li></ul>TelePresence <ul><li>Over 17,300 live views </li></ul><ul><li>Around 340 UStream chat interactions with fellow fans, Cisco and band </li></ul><ul><li>Over 860 instant photo views during event </li></ul>UStream
  21. 21. Experiment…
  22. 22. You Never Know What Will Stick!
  23. 23. Key Takeaways <ul><li>Listen to the conversation </li></ul><ul><li>Engage …join relevant social networks to connect with colleagues/customers </li></ul><ul><li>Stay committed to on-going engagement </li></ul><ul><li>Build a subject matter expert base for deep conversations </li></ul><ul><li>Experiment …try new ways to interact with your customers and see what works </li></ul><ul><li>Track your success </li></ul><ul><li>Be relevant to the message and medium </li></ul><ul><li>Be yourself and have fun </li></ul>

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