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Your employees as your brand ambassadors

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You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.

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Your employees as your brand ambassadors

  1. 1. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 1 Your Employees As Your Brand Assets: Activate, Nurture and Treasure Petra Neiger, Global Digital & Social Media Marketing @petra1400 Updated: 09/18/13
  2. 2. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 82% of employees say they trust a company more when the CEO and leadership team communicate via social media 41% of people believe conversations with company employees to be the most credible specialist sources of information Sources: eMarketer, Michael Brito/Edelman
  3. 3. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 2) Humanize Your Brand1) Scale Business through Social Media 3) Drive Amplification and WOM 4) Resolve Issues and Answer Questions Executive blog triggers sharing and conversations. Executive participates in conversations – unscripted Cisco Support Community resolves 1M+ cases annually online due to member contributions Employees drive 33% of total brand campaign reach The “Discoverer” The “Closer” SME 1 discovers negative comment in influential LinkedIn group, partners with Social Media team to route concern to SME 2 who follows up with commenter Happy Commenter Angry Commenter
  4. 4. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 On-going activations On-going social media training & certification Program-specific activations
  5. 5. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 Includes first –degree employee tweets, excludes employee RTs 33% of total reach driven by employees
  6. 6. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Executive blog triggers sharing and conversations in social web. Executive participates in conversations – unscripted.
  7. 7. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 Employee-generated, brand-related graphics tell a different side of the #IoE story
  8. 8. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Executive “Mentee” SME “Mentor” • Learn new skills in a safe environment • Understand business case for social media • Understand social business requirements • Connect with an executive • Build business case for social media • Highlight social business requirements How can you help executives build social media literacy? Executive mentoring as part of your training program:
  10. 10. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Cisco Champion
  11. 11. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 • Interactive and sharable asset triggers conversation: • Take online quiz (“What is your data footprint?”) • Create and share customized infographic • Illustrates personal data usage and business impact of individual’s technology habits • Employees’ social activities contributed to over 26% of total social reach related to the #DatainMotion careabout (total social reach = 5.7M) Social Reach: 5.7M* 1.5M from Employees *over a 4-week time period (3/4 – 3/29)
  12. 12. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 People “put a surprising amount of trust and credibility in employees of companies”. “41% of people believe conversations with company employees to be the most credible specialist sources of information.” Source: Michael Brito, Edelman Digital, Smart Business, Social Business • SME 1 discovers negative comment in influential LinkedIn group • Alerts appropriate people triggering escalation process • SME 2 connects with commenter within a few hours SME 1: “The Discoverer” SME 2: “The Closer” Social Media Team Collaboration LinkedIn
  13. 13. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 • Social Ambassador activities: Responds to questions Creates buzz around Cisco social channel posts and updates Defends Cisco by replying to others’ negative comments about Cisco • SA voluntarily engages on Cisco-related social channels for personal/professional growth • Results: Establishes Cisco as a thought leader Increases positive sentiment about the brand
  14. 14. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 • Social Ambassadors engage with members on the “Networking” discussion forum • SAs locate questions and requests for product advice • Ambassadors respond by recommending appropriate Cisco products to meet the individual’s needs • Individuals express gratitude ultimately augmenting positive sentiment towards Cisco
  15. 15. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 • Ambassador Activities: • Actively monitors discussions • Posts relevant articles, event invites, industry news and trends • Initiates fun, interactive conversations with “Question of the Week” • Results: • Increased group members by over 58% to 20K+ in the last 12 months • Progressed from 12th to 5th largest LinkedIn Group for Cisco-related topics • Added 2 subgroups targeting Brazil and LATAM • Ultimately established herself as a “trusted Cisco voice” LinkedIn
  16. 16. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 • SA actively listens and monitors Cisco Spiceworks Group • Detects numerous unresolved group discussions within a few days of beginning Spiceworks Ambassador efforts • Responds to members’ questions and issues in a timely and relevant manner resulting in positive member feedback and appreciation “Can’t access my work group through the Cisco E3000 router.” “Can you please check if the solution at the below link works?” Spiceworks
  17. 17. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 CLC team clc-core@cisco.com Spiceworks members promote illegal method of acquiring Cisco software Legal Team responds appropriately to group members Posts Listens Social Ambassador Case Resolution Process Cisco Social Ambassador (SA) Social Ambassador Program team Cisco Legal Team SA routes issue Spiceworks
  18. 18. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 • Showcasing the possibilities with Cisco technologies through authentic, human voices • Created healthy internal competition within Cisco social community • Drove WOM and increased reach
  19. 19. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 Live Blogging Video Interviewing Live Tweeting Fielding Questions & Responding
  20. 20. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20 Organic channel voice increased 28% in the share of all Cisco mentions on Weibo (Feb 2012) 41% 26% 13% 59% 74% 87% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sep-Nov Feb Mar Owned Channel Voice Share of Mentions Voice breakdown Trend by channel, Mar 2012 19% 8% 80% 91% 1% 1% 0% 50% 100% Sep- Nov Mar Positive Neutral Own channel voice comparison 13% 17% 85% 82% 2% 1% 0% 50% 100% Sep-Nov Mar Positive Neutral Organic voice comparison
  21. 21. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 Roadshow Polling to Collect Feedback Architecture Roadshow Preferred Cloud Topic Polling to collect customer , partner , and social audience feedback Participants:536 Retweeted:413 Comments:89 (Link) 176 tweets Super Bowl LED Screen The biggest LED screen at Super Bowl stadium was supported by Cisco drew a lot netizens’ attention and discussion on weibo, Cisco’s high-tech image was popularized and admired through the promotion, also received the good suggestions from brand fans. (link) 159 tweets Cisco Recruitment Tips Cisco launched an online consultation for giving suggestions to students who want to work at Cisco. The campaign continually drives the interaction between netizens and official account. (link)
  22. 22. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Employees Learn New Skills Provide personal/professional development opportunities Business Scales Social Media Multiply the impact of your efforts Employees Add An Authentic, Human Voice “41% of people believe conversations with company employees to be the most credible specialist sources of information.” (Michael Brito, Edelman) Employee Sharing Can Build Loyalty to Company “Employee sharing can influence your employees to love your company more” (Social Media Today) We’re Social by Nature … why not do it online, too?

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