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Social Media Mini Case Studies from Around Cisco

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Social Media Mini Case Studies from Around Cisco

  1. 1. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 Created by Petra Neiger, Cisco, Digital and Social Media Marketing @petra1400
  2. 2. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Increase Interactivity to Uncover Leads Cisco Borderless Networks generates over 575 “Meet the Expert” requests using an interactive, integrated social, digital and offline campaign. Facilitate the Decision- Making Process LATAM campaign launches Disconnected Anonymous, an informal, fun community to drive product discovery and preference, resulting in 172 new leads…and counting. Accelerate Action Time Cisco’s Call Center reduces routing time for leads from 5 days to 1 with social tagging, while reaching over 1.7 million contacts.
  3. 3. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Promote Insights in Channel-Appropriate Packaging The Cisco Visual Networking Index (VNI) serves as the foundational content for a myriad of engagement opportunities from interactive mobile experiences, online event, humorous video, tweet chat to channel-specific content, with results far exceeding expectations. Encourage Community Participation with Fun CTAs and Recognition “Data Center Tales of Terror” entices LATAM community to create user-generated content from stories to visuals, while increasing knowledge of Cisco’s data center solutions. Extend the Conversation to Third-Party “Guest” Platforms Cisco Corporate Social Responsibility and AOL Huffington Post launch social media editorial hub, with 4M+ views and 439K+ social actions taken in just 5 months.
  4. 4. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 Increase the Life and Reach of Events Cisco Live San Diego 2012 implements a hybrid social, mobile and offline strategy, resulting in 80% increase in virtual attendance YOY. Create An Event Around Macro Events “Guess the Tech” pan-European Facebook campaign creates anticipation leading up to Christmas Eve by hiding and revealing Cisco solutions in an Advent-like calendar, driving 4X more engagement than usual. Celebrate (with) Your Audience Simple visuals connecting events and business help keep your brand top of mind and increase WOM.
  5. 5. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 Ask Your Customers for Content Recommendations Technologists talk tech using a whiteboard in Engineers unplugged, a weekly <10-min video series. Program encourages customers to comment, recommend topics or appear on show. Crowdsource Your Next Product Name China leverages Weibo by asking followers to give a Chinese name to BE6000 product during launch, resulting in organic buzz and strong participation. Put the Community in the Driver’s Seat Cisco Networking Academy team prompts students and instructors to share engaging content, trigger community interactions and problem solving, driving membership from 380K to 480K and user-generated content from 10% to 60% in 7 months.
  6. 6. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Partner with Influencers Cisco uses new white paper on Internet of Everything as basis for 30-minute tweet chat with Cisco executive and Brian Solis, social media influencer, garnering almost 700 tweets and 60+ unique questions and earning a spot in Twitter’s trending topic section. Engage Customers and Partners Cisco collaborates with major strategic partner through LinkedIn to bring sales teams closer to each other and raise awareness of each other’s capabilities and solutions in the pursuit of strategic opportunities. Create Long-Term Engagement Opportunities The Service Provider Mobility Community on-boards bi-lingual guest bloggers to reach new audiences. Bi-lingual blogs, region- specific content and cross-cultural promotion count as major contributors to 90% increase in community visits and 80% increase in unique visitors YOY. Cisco AsiaPac executive
  7. 7. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 Functional Perspectives Cisco architects and distinguished engineers build community through blogging and sharing perspectives on what’s ahead. In less than a year, numbers of bloggers and page views grow 4X+ each, with increased engagement from readers. Industry Perspectives Cisco Financial Services and Manufacturing subject matter experts lend their expertise to social media by repurposing previously created content, delivering interviews for new content and writing blog posts for third-party and Cisco outlets, leading to features in third-party publications and in an almost 5K% increase in retweets and 5K+% increase in CTR. “In Action” Perspectives Cisco Tactical Operations provides a real-time, “behind the scenes” look at Cisco’s response to emergencies and crisis, thus creating an authentic and human experience with customers, employees and the public.
  8. 8. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8 Address Their Careabouts AsiaPac and Japan marketing creates standardized social media performance measurement methodology across all accounts, enabling senior leadership to compare apples to apples for the entire region and make insights- based decisions. Enable Them to Connect with Each Other India creates C-Club on LinkedIn to enable and facilitate interactions among C-level members, more than doubling membership and substantially increasing engagement in just 1 month. Partner with Them for Long- Term Success Cisco brand campaign mobilizes executives for social engagement to drive thought leadership and raise social profile.
  9. 9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Cisco Canada Leads with local bi-lingual content, engages local executives as social brand evangelists and thought leaders, resulting in 1.5M+ total social reach and 1.6K+ total social engagements in about 2.5 months. Cisco China Activates employees, customers, partners and influencers to create user-generated content and conversations, reaching 9.5M Weibo users in under 2 months. Cisco India Capitalizing on 150M mobile Internet users in India, 72% of which now see mobile as a primary or exclusive means of going online, Cisco India takes the campaign mobile…for the first time. Weibo Hot Tweet : IoE
  10. 10. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Maximize YouTube Impact Clickable calls to action drive the customer journey between Cisco’s YouTube channel and other destinations, resulting in increased YouTube subscribership and ability to direct viewers further down the sales funnel. Cater Toward Your Visual Audience Subject matter expert-led live virtual seminars guide candidates through technical topics on the Cisco Learning Network in preparation for the Cisco Data Center Certification, resulting in 400% increase in study group membership. Cater Toward Your Audio Audience The Cisco TAC Security Podcast program walks customers through the deployment, troubleshooting and management of Cisco security products. 100K+ downloads representing 3.7TB+ of audio.
  11. 11. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Show the Fun Side of Business The Jabber Interactive Hub program raises awareness of Cisco’s Jabber collaboration solution by showing how businesses can prepare for the future in a Bring-Your-Own-Device (BYOD) world while capturing audience data and insights in an interactive and engaging way. Make Concepts Easy to Digest Cisco Domain Ten breaks down the process of transforming data centers from a cost center to a cost-effective business enabler into a 10-point framework, using visually-engaging and interactive tools, authentic conversations with SMEs, lead generation through a mobile-optimized eBook, and more. Offer Ways to Continue and Expand Participation Cisco gamifies its social media training and certification program to offer a progression path and launches team challenges to encourage group learning, resulting in 7.6K+ total courses taken in about 9 months.

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