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Social Listening to Influence Customers


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Learn how to gain insights into what people think of your brand in order to devise a strategy that will resonate with customers. Laura Powers shares valuable information about Cisco's social listening program and how they use it to engage customers and drive business growth.

Published in: Social Media
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Social Listening to Influence Customers

  1. 1. Social Listening to Influence Customers Laura Powers @powersla
  2. 2. I hear you, but I’m not #listening Image: Katie Tegtmeyer CC-BY 2.0
  3. 3. “A brand is no longer what we tell the consumer it is. It is what consumers tell each other it is.” - Scott Cook
  4. 4. Who (influential people) Why (stories behind) When (happening time) What (Brand Attributes) How (Sentiment) Where (Platforms) Your #Brand Your #Competitors Listen and Learn Source: Boomerang
  5. 5. Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved. Source: Radian6 Help! Feedback Leads Advocate! Rant!
  6. 6. Social Listening at Cisco Monitoring Measuring Engaging • Brand Performance • Reputation & Crisis Management • Competitive and Business Intelligence • Employee and partner conversations • Event Engagement • Listen and Respond (ABC and 123s) • Social Demand Generation • Executive Dashboards • Program Effectiveness (e.g., marketing launches, earnings, software quality, customer care) • Optimization of content and campaign performance
  7. 7. Listening and Intelligence: What you do with the data is what matters Identify trends, know what customers and employees want Obtain competitive insights Capture product feedback. Improve customer service Manage crisis/risk situations Find advocates, top new hire candidates & influencers Scale Corp Comms, Mktg, HR, Cust Svc, Product Mgmt, Research, Sales
  8. 8. Cisco Social Media Listening Center
  9. 9. Real-Time Listening with the Executive Suite Cisco C-Suite Social Media Listening Center “We use this type of sensing when we host our quarterly earnings calls. When I finish… I can tell right away using social media what went well and what didn't.” – John Chambers Executive Kiosk – CEO-CIO Leadership Summit Real-time stock and financial headlines Real-time social media mentions and sentiment CEO-CIO Social Graph Twitter Ticker: Real-time brand tweets
  10. 10. Phase 1: Prove Concept • Display Conversations Outside CXO’s Office • Show Successes Phase 2: Get Started • Build Physical Center • Establish Processes Phase 3: Customize & Scale • Staff the Operation • Training • Customize Data Phase 4: Operationalize • In Briefing Centers • Desktop Implementation • Virtual Centers Social Media Listening Center Tips
  11. 11. Turn Listening into Action Support Question Critic Buzz Ambush Idea Lead 1 2 3 40M Conversations with +100K Cisco Mentions Per Month PriorityAction-Based Conversations (Leads)
  12. 12. Real-Time Listening & Engagement Turning Negatives into Positives Inserting Your Brand into Relevant Conversations 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 sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! @CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff
  14. 14. An Integrated, Global Approach to Listening Insights and Reporting Engagement and Content
  15. 15. Behind the Scenes
  16. 16. Know why you are listening Make sure you have the right skills People, training, keywords Select the right tools. Be wary of free data. Make it easy. Go beyond corporate communications Get connected Involve your crisis management team Create a workflow to monitor and engage efficiently Listening Good communication starts with good