From the Wild West of Social Media to Organized Social Business (incl. Case Studies)


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How Cisco went from organic to organized social business. Our approach to social and success stories.

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From the Wild West of Social Media to Organized Social Business (incl. Case Studies)

  1. 1. Social Media at Cisco From the Wild West to Organized Social Business <br />Petra Neiger<br />Social Media Marketing, Cisco<br />@petra1400<br />April 19, 2011<br />
  2. 2. The Wild West of Social Media<br />
  3. 3. Formalized Structure to Help Drive Adoption<br />Dandelion Model with Internal Advisory Council<br />Social Media Marketing<br />Social MediaCommunications<br />Social Media Advisory Council<br /><ul><li>3 Hubs: work with functional groups
  4. 4. Council: helps with alignment & promotes collaboration</li></ul>Services Social Media <br />
  5. 5. Our Approach to Social Media Governance<br />Strategy<br />Social Media Policy<br />Educate<br />Listen<br />Participate<br />Audiences<br />Employees using corporate and personal social media<br />External visitors to corporate social media<br />Objectives<br />Encourage the use of social media, but…<br />Protect both the company and individuals<br />
  6. 6. Cisco’s Social Media Handbook <br /><br />
  7. 7. Educate and Enable EmployeesScale through a Multi-Level Model<br />FORMAL TRAINING<br />SELF SERVICE<br />SHARED LEARNING<br />EDUCATION<br />ONE-ON-ONE COACHING<br />EVENTS & CONFERENCES<br />
  8. 8. Participate with an Integrated Strategy<br /><ul><li>What are you going to do with this data?
  9. 9. Who else needs to know what you’ve learned?
  10. 10. How will you optimize & integrate social?
  11. 11. How will you manage the work?</li></ul>Plan<br />Listen<br /><ul><li>What’s important to measure?
  12. 12. What are you going to do with this data?
  13. 13. Why should customers stay engaged?
  14. 14. How quickly/ efficiently can your (re)act? </li></ul>Measure<br />Engage<br />
  15. 15. Create Business Impact throughActive Listening<br />2) Small Business Uncovers Product Issue and Restores Faith of Partner<br />1) WW Technical Services Discovers Two P1 Issues and BU Resolves<br /><ul><li>P1 issues discovered via Radian6 alerts.
  16. 16. One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.
  17. 17. BU fully engaged and fixes all the reported issues.
  18. 18. Customer pleased with the technical support provided.
  19. 19. Cisco Partner expresses lack of faith in UC560.
  20. 20. SMB actively listening, reach out and uncover product issue.
  21. 21. Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.
  22. 22. Partner appreciates prompt response and resolution.</li></ul>3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears<br />4) Cisco Data Center Enters a New Market with Unified Computing (UCS)<br /><ul><li>Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.
  23. 23. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.
  24. 24. Team calm fears and avoids any further public escalation of concerns on Facebook.
  25. 25. The loudest customer has since removed his negative comments from the Facebook wall.
  26. 26. First step to entering new terrain is listening and learning to what’s being said in the marketplace.
  27. 27. Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.
  28. 28. Earns legitimacy by coauthoring content with established thought leaders inside the community.
  29. 29. DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.</li></li></ul><li>Engage Customers via Online Community<br />Cisco Support Community<br />(activity per month)<br /><ul><li>1.2 million visits
  30. 30. 30k community contributions
  31. 31. 4k peer ratings</li></ul>Engagement best practices<br /><ul><li>Social media as a key channel
  32. 32. Focus on mobility</li></ul>US$61 million cost saving annually<br />*<br />*Based on case deflection; conservative estimate<br />
  33. 33. Enable Fans to Become Ambassadors<br />Member ambassadors and Cisco moderators spreading the knowledge together<br /><br />
  34. 34. Innovate via CrowdsourcingTurn Concepts into Real Business<br />2,500 Participants<br />5,300 Votes<br />3,300 Comments<br />800+ Ideas<br />Contest <br />Launch/Jan10 <br />Social + WebEx<br />Collaboration<br />TelePresence<br />Finalists<br />New<br />Business/July<br /><br />
  35. 35. Interact with Customers Virtually“Cisco Channels Chat”<br />A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics <br /><ul><li>Engage Cisco partners around the globe
  36. 36. Interact using video, social media, and free tools
  37. 37. 8 sessions with close to 50,000 live views and many replays</li></ul>Digital Marketing Awards<br />Finalist<br />
  38. 38. Enrich the Event Experience with Social<br /><br />
  39. 39. Cisco Events Mobile App for Cisco Live<br /><ul><li> 400 customers from 20 countries registered for app + game
  40. 40. 3,200 check ins during the week
  41. 41. 54k points earned & 760 virtual stickers awarded
  42. 42. 70 ratings & 235 comments</li></li></ul><li>Event Communications via TwitterQuickly Addressing Issues, Questions<br />and the Unexpected!<br /><br />
  43. 43. Measurement Early On…Reduce Costs, Increase Reach<br />
  44. 44. Measure Customer Engagement<br />What’s Next…<br /><ul><li>Conversation Rate
  45. 45. Cross Channel Metrics
  46. 46. Interactive Dashboard</li></li></ul><li>How to Connect with Cisco?<br /><br />Social Media SummitMay 4 – 6, 2011<br /><br />
  47. 47. Key Takeaways <br />Build a scalable social business<br />Internal preparedness will help drive external success<br />Set goals in support of business objectives<br />What are you trying to accomplish?<br />Map your listening journey<br />Create a social listening working group<br />Optimize & integrate your social presence<br />How will customers find you and connect with you?<br />Create a reason for continued engagement<br />Why should customers stay engaged with you?<br />Use listening & measurement data to improve<br />What actionable insights can you draw from the data?<br />Be open & transparent<br />Be willing to share lessons learned<br />
  48. 48. Thank You!<br />Cisco Social Hub: <br /><br />Cisco Blogs:<br />Cisco Communities:<br />YouTube:<br />Twitter:<br />Facebook:<br />Flickr:<br />@petra1400<br />