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Social media comms stanford piovesan - april 2014

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John Earnhardt's lecture for BUS94

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Social media comms stanford piovesan - april 2014

  1. 1. © 2010 Cisco and/or its affiliates. All rights reserved. The Network Cisco’sTechnology NewsSite PresentedtoStanfordBus94 “TheCompany istheContent:Marketing inaSocialWorld” John Earnhardt, Director Corporate PR and Social Media Communications @urnhart April 21, 2014 “You can’t have social media without media”
  2. 2. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 2
  3. 3. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 3
  4. 4. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 4
  5. 5. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 5 Source: Moo.com
  6. 6. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 6
  7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7  The changing state of traditional media has left number of talented writers in search for their next assignment  Social media use for business is growing at a rapid pace  Cisco has the ability to influence the way communications is done industry-wide and beyond
  8. 8. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8 Brand Journalism: Create a social technology news site dedicated to producing engaging multimedia content about industry trends, innovation and best practices developed by a creative team of seasoned journalists, editors and artists with the goal of driving conversation among key influencers.
  9. 9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 External Validation “I’ve seen your site and I like it. If I’m looking for a story on cloud, I’ll read an article on your website and won’t think it’s propaganda because it’s from Steve Wildstrom. I know he wouldn’t write anything that wasn’t well reported and that he couldn’t feel he could put his name to.” (Name here) Editor of Major Business Magazine (unsolicited comment)
  10. 10. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 10
  11. 11. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 11 • Aligned with overall business priorities and communication goals • Targeted at communications influencers • Work closely with Comms and Marketing peers to vet story ideas and amplify final pieces • Content Curation and Social Media Amplification • Goals and direction of the site are posted, shared and socialized
  12. 12. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 Contributing Writers Program: • 15 + professional journalists and academics producing stories each week Curated Content: • Videos, digital assets, etc. are regularly featured Original Content produced by The Network team: • Regular multimedia series • Interactive animation • Videos • Blogs
  13. 13. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 13
  14. 14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 1. Conversations (aligned with business priorities) 2. Social Integration 3. Latest News 4. Custom Portlets 2 1 3 4
  15. 15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 Social Spoken: Summer Poetry Series A series of original poems written and performed by some of the best spoken word poets in the world. The poems focus on the real life uses and impact of the network on our daily lives. Official Honoree Webby Awards – A FIRST for Cisco Cities of the Future: Songdo, South Korea A video series providing an in-depth look into the creation of a 21st century city. NY Times mention, 25K views on The Network. Translated into Korean and showcased at Cisco House for 2012 Summer Olympics in London. Cisco Innovators This series showcases the vast amount of engineering talent at Cisco by featuring top engineers, in their own environment, sharing their experiences and innovations. Feeds into the larger innovation story: Cisco: thenetwork.cisco.com/innovation and CEC.
  16. 16. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 REPUBLISHED Stories republished on third party outlets LOCALIZED Process in place to translate content into local languages VALIDATED The Network stories are considered NEWS and searchable within Google News. SOCIALIZED Approximately 50% growth Y/Y across Cisco corporate social channels The Corporate Newsroom Redefined. RECOGNIZED Awarded and nominated for multiple industry awards.
  18. 18. Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 18
  19. 19. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 COMMUNITY MANAGEMENT EXPERIMENTATION CONTENT REPOSITORY • Community management of corp. channels – Amplification, engagement, campaigns, platform innovation, etc. • Represent corporate voice from various perspectives – The Network, press announcements, blogs, campaigns, etc. Audience 1M+
  20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20 • Raise awareness around social media innovation and best practices • Educate and up-level social media skills • Create processes to maximize social media adoption and impact Thought Leadership • Awards • Editorial/Content placement • Speaking opps • Social Media Influencer (SMI) engagement Social Amplification • The Network content • Company Priorities • Brand campaigns • Press announcements Exec Social Bios • Extend voice of leadership team • Aggregation of exec content • Amplification Global • Content distribution process across theaters • Social activation process • Theater pages Training • Public Relations • Investor Relations • Community Relations • Analyst Relations • Global
  21. 21. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 • Our contributing journalists: http://newsroom.cisco.com/author-bio • SERIES: “My Networked Life” (highlights the trailblazers in networking): http://newsroom.cisco.com/networkedlife/ • SERIES: Cisco Innovators (highlighting innovation at Cisco) http://newsroom.cisco.com/innovation • SERIES: “Songdo: Cities of the Future” (with customer Gale International) http://newsroom.cisco.com/songdo/ • “Take. Share. Engage.” Campaign (giving the audience “permission” to take and share our content): http://newsroom.cisco.com/take-share-engage
  22. 22. Thank you.

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