Social business and brand at Cisco

1. Social Media at Cisco From the Wild West to Organized Social Business Petra Neiger Social Media Marketing, Cisco @petra1400 March 17, 2011

3. In A World of Plenty, You Need to Stand Out

4. Ok, maybe not that long….

5. The Wild West of Social Media

7. Process

8. Policy

9. Best Practices

10. Training

11. Consultation

12. Agency ServicesParticipation

13. Our Approach to Social Media PROGRAMS Public Engagement Marketing Customer Service Communications Events Campaigns Advocacy Listening Focus SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) Training Tools & Process Organization Models Staff Resources / Allocation Policies & Guidelines Knowledge Sharing Culture & Enablement INFRASTRUCTIURE INFRASTRUCTURE Slide Credits: David Armano

14. Our Social Brand Journey: Before….

15. After…Cisco Branded Social Presence Facebook / Twitter Social@Cisco Blogs Communities YouTube

16. Prepare Internally: Set Up to Scale Through… Online resources Priorities Shared learning model

17. Training at All Levels CERTIFICATION PROGRAM PRACTIONER ROUNDTABLES VIRTUAL VENDOR FAIRS Social Media Education FUNCTIONAL DEEP DIVES EVENTS & CONFERENCES

18. Cisco’s Social Media Handbook http://bit.ly/CiscoSMHB

20. Who else needs to know what you’ve learned?

21. How will you plan for on-going participation?

23. What are you going to do with this data?

24. How will you address each pillar of engagement? Measure Engage See my blog post on 4Ps: petra1400.blogspot.com

26. One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.

27. BU fully engaged and fixes all the reported issues.

28. Customer pleased with the technical support provided.

29. Cisco Partner expresses lack of faith in UC560.

30. SMB actively listening, reach out and uncover product issue.

31. Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.

33. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.

34. Team calm fears and avoids any further public escalation of concerns on Facebook.

35. The loudest customer has since removed his negative comments from the Facebook wall.

36. First step to entering new terrain is listening and learning to what’s being said in the marketplace.

37. Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.

38. Earns legitimacy by coauthoring content with established thought leaders inside the community.

40. 30k community contributions

42. Focus on mobilityUS$61 million cost saving annually * *Based on case deflection; conservative estimate

43. Assisting Customers on Twitter Heard on Twitter We requested more info User responds w/ info We forward it to support User thanks!

45. High awareness & participation rate

46. Different form of communication between users & Cisco expertsVery high percentage of attendees Spike coincides with event Likes

47. Member ambassadors and Cisco moderators spreading the knowledge together Community Engagement www.Facebook.com/cisconetworkingacademy 173k+ Turning Members into Ambassadors

48. Facebook Community Triggers Innovation A Mobile App: From Inception to Working Alpha in 48 Hours Idea of mobile app born on Facebook Global team of volunteer developers collaborating on Facebook

49. Mexico Crowdsourcing: Cisco I-Prize Winner: LifeAccount 800 ideas3,000 participants156 countries$250,000 prize money www.cisco.com/iprize

51. Interact using video, social media, and free tools

52. 8 sessions with close to 50,000 live views and many replaysDigital Marketing Awards Finalist

54. Employee shares experience via live tweeting, video, photo updates

56. Key Takeaways Build a scalable social business Internal preparedness will help drive external success Set goals in support of business objectives What are you trying to accomplish? Map your listening journey Create a social listening working group Optimize & integrate your social presence How will customers find you and connect with you? Create a reason for continued engagement Why should customers stay engaged with you? Use listening & measurement data to improve What actionable insights can you draw from the data? Be open & transparent Be willing to share lessons learned

57. Thank You! Cisco Social Hub: http://socialmedia.cisco.com Cisco Blogs: http://blogs.cisco.com Cisco Communities:http://www.cisco.com/web/communities YouTube: http://www.youtube.com/Cisco Twitter: http://www.twitter.com/ciscosystems Facebook: http://www.facebook.com/Cisco Flickr: http://www.flickr.com/groups/cisco/ @petra1400