This document summarizes a presentation by Cisco executives Craig Rosenberg and Petra Neiger on Cisco's social media strategy and journey. Some key points:
- Cisco has evolved from a one-way communication model to focus on two-way conversations, building communities, and joining discussions.
- Cisco's social media engagement has helped increase revenues while least engaged companies saw a 6% drop in revenues.
- Cisco's social media efforts aim to reduce costs, extend reach, and engage customers through initiatives like blogs, videos, contests and more.
- Critical factors for success include aligning social goals to business objectives and having subject matter experts involved in planning and engagement.
Building a Community with Social Media and Web 2.0 - A Cisco Product Launch C...LaSandra Brill
This presentation explores key aspects of the web 2.0 and social media. Using a Cisco case study this presentation reveals how Cisco created an interactive web experience using web 2.0 and built a community using social media outlets including Facebook, Second Life, blogs and discussion forums ultimately spreading its marketing message for the introduction of a new router. This was presented at a SVAMA Emerging Media Morning Forum on March 26, 2008.
Update: I made some changes to the deck on July 1, 2008 based on some feedback from Jeremiah Owyang including a valuable slide on lessons learned near the end of the deck.
Social Media: Driving Business Impact (Part 2 of 2)Petra Neiger
Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation
Presentation from the University of Wisconsin Madison Executive Education Program Integrated Marketing Communications program Day 2 that I presented last winter and fall
Visual Content Marketing - Show and Tell with Pinterest and Instagram provides tips, techniques and resources for the effective use of these visual tools. Presented at the Madison Non Profit Day on October 2, 2014 in Madison, WI
Fortune magazine calls it Conference 2.0. How do you move your meetings beyond boring into engaging and valuable? This presentation reviews the use of web 2.0 tools by associations, meeting planners and conference centers.
Building a Community with Social Media and Web 2.0 - A Cisco Product Launch C...LaSandra Brill
This presentation explores key aspects of the web 2.0 and social media. Using a Cisco case study this presentation reveals how Cisco created an interactive web experience using web 2.0 and built a community using social media outlets including Facebook, Second Life, blogs and discussion forums ultimately spreading its marketing message for the introduction of a new router. This was presented at a SVAMA Emerging Media Morning Forum on March 26, 2008.
Update: I made some changes to the deck on July 1, 2008 based on some feedback from Jeremiah Owyang including a valuable slide on lessons learned near the end of the deck.
Social Media: Driving Business Impact (Part 2 of 2)Petra Neiger
Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation
Presentation from the University of Wisconsin Madison Executive Education Program Integrated Marketing Communications program Day 2 that I presented last winter and fall
Visual Content Marketing - Show and Tell with Pinterest and Instagram provides tips, techniques and resources for the effective use of these visual tools. Presented at the Madison Non Profit Day on October 2, 2014 in Madison, WI
Fortune magazine calls it Conference 2.0. How do you move your meetings beyond boring into engaging and valuable? This presentation reviews the use of web 2.0 tools by associations, meeting planners and conference centers.
In October 2014, Clare McKenzie presented to 2 separate CILIP UK groups on the International Librarians Network. The theme of the presentation was exploring the unique nature of running a professional development activity - as a professional development activity. The presentation provided some background information about the ILN as well as lessons learned by the program coordinators.
This presentation showcases how Web 2.0 could be used within an enterprise with a "day (weeks, actually) in the life of" story of how a new employee, Michael, uses web 2.0 (or Enterprise 2.0) tools to quickly get up to speed and start contibuting. Touches on social networking, social bookmarking, blogs / microblogs, wiki, virtual world, mashups, RSS
There’s more data than ever -- and more ways to get it. As the world gets more complex and attention spans grow shorter, brands and marketers are being pushed to present information in meaningful, digestible and visual ways. In this session, Lee Sherman, Visual.ly co-founder and chief content officer, will discuss best practices for using big data as a marketing vehicle for your organization and will share his tips and tricks for developing successful infographics that will get your organization noticed.
Speaker: Lee Sherman, co-founder and chief content officer, Visual.ly @lsherman
Companies benefit from Web 2.0 investmentSustainly
The latest research from Deutsche Bank shows that 20% of US and European companies use social media channels for business purposes. But, these are only the most transparent companies. More DB research can be found at: www.dbresearch.com
Facebook For B2B Companies: Is It Worth It?Krishna De
Are you a B2B company and wondering if Facebook is relevant for your organisation?
That is the question that Krishna De (http://www.KrishnaDe.com) addressed at a recent social media event for B2B Companies hosted by Dell in London.
This was a facilitated session where delegates also shared their experience of using Facebook in their B2B company.
If you have questions about using Facebook as part of your marketing and communications plan you can post your questions at http://www.Facebook.com/BizGrowthMedia
If you have questions about using social media as part of your marketing and communications plan you can post your questions at http://www.Facebook.com/KrishnaDe
In October 2014, Clare McKenzie presented to 2 separate CILIP UK groups on the International Librarians Network. The theme of the presentation was exploring the unique nature of running a professional development activity - as a professional development activity. The presentation provided some background information about the ILN as well as lessons learned by the program coordinators.
This presentation showcases how Web 2.0 could be used within an enterprise with a "day (weeks, actually) in the life of" story of how a new employee, Michael, uses web 2.0 (or Enterprise 2.0) tools to quickly get up to speed and start contibuting. Touches on social networking, social bookmarking, blogs / microblogs, wiki, virtual world, mashups, RSS
There’s more data than ever -- and more ways to get it. As the world gets more complex and attention spans grow shorter, brands and marketers are being pushed to present information in meaningful, digestible and visual ways. In this session, Lee Sherman, Visual.ly co-founder and chief content officer, will discuss best practices for using big data as a marketing vehicle for your organization and will share his tips and tricks for developing successful infographics that will get your organization noticed.
Speaker: Lee Sherman, co-founder and chief content officer, Visual.ly @lsherman
Companies benefit from Web 2.0 investmentSustainly
The latest research from Deutsche Bank shows that 20% of US and European companies use social media channels for business purposes. But, these are only the most transparent companies. More DB research can be found at: www.dbresearch.com
Facebook For B2B Companies: Is It Worth It?Krishna De
Are you a B2B company and wondering if Facebook is relevant for your organisation?
That is the question that Krishna De (http://www.KrishnaDe.com) addressed at a recent social media event for B2B Companies hosted by Dell in London.
This was a facilitated session where delegates also shared their experience of using Facebook in their B2B company.
If you have questions about using Facebook as part of your marketing and communications plan you can post your questions at http://www.Facebook.com/BizGrowthMedia
If you have questions about using social media as part of your marketing and communications plan you can post your questions at http://www.Facebook.com/KrishnaDe
Social Media Marketing for Real Estate Agents: 21 TipsWishpond
Are you a real estate agent? Does social media scare you?
Realtors are some of the best marketers in an offline person-to-person environment. You’re incredibly brilliant at getting to know your clients on a very personal level, getting involved in your community, and connecting with your local market.
What you’re not very good at is applying this to your social media. (Well, most of you aren’t!)
You need to think of social online like you do social offline!
Social media provides a way to further connect with your local clients and groups. Social can build trust, and spread your marketing through friends of friends. But how do you do it?
In this presentation, I’ll give you tips for Facebook, Twitter and Pinterest (and a few more) on how real estate agents can use them for social media marketing.
Read more at: blog.wishpond.com
10 Steps to a Successful Social Media Marketing StrategyJeff Bullas
Social media marketing success is something that business is now starting to see as vital as part of their marketing plans. Just having a Facebook page or a Twitter account is just the start. Planning and creating a strategy is vital if you want to succeed long term. In this presentation we look at the 10 steps you need to implement. We also look at some specific tactics and case studies of brands and businesses that have been successful at social media marketing.
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
Virtual, viral and visual marketing for a high-profile product launch. Social media and traditional outreach integration during pre-launch and launch to drive registrations and page visits.
Building a Community with Social Media and Web 2.0 - Part IILaSandra Brill
This presentation explores key aspects of the web 2.0 and social media. We look at the evolution of two Cisco case studies that involve creating an interactive web experience using web 2.0 and building a community using various social media outlets. This was jointly presented with Melissa Mines of Cisco for the BrightTalk Social Media Marketing Summit on September 23, 2009.
The Business Case For Corporate Social Networks For O2David Terrar
Revised version of The Business Case for Corporate Social Netwoks - enterprise 2.0, social media for business, internally & externally, case studies - delivered to the O2 Corporate Advisory Council 24th and 26th November 2009
Social Media Assessment Case Study Citrix WebexSociety3
Citrix / Webex - a social media case study
An example for a social media assessment, assessing customers, brand, partners and competition.
The case study was performed by certified consultants using the methods and models developed by the Social Media Academy
Thanks to the Team
Barbara Daniels http://xeesm.com/BarbaraDaniels/
Wendy Soucie http://xeesm.com/WendySoucie/
Matson Sparling http://xeesm.com/MatsonSparling/
Catherine Sherwood http://xeesm.com/CatherineSherwood/
Matthias Beckmann http://xeesm.com/MatthiasBeckmann
Lyn-Dee Eldridge
Lisa Robb
http://xeesm.com/lisarobb/
Nancy Chou
http://xeesm.com/nancychou/
Mark Eldridge
http://xeesm.com/eldridge2m/
Elsom Eldridge http://www.xeesm.com/ElsomEldridge
Mark Moore
http://www.xeesm.com/RMarkMoore
Susan Rice Lincoln
http://www. xeesm.com/SusanRice200036826/
Steve Gasser http://www.linkedin.com/in/stephengasser
BlogWell San Francisco Social Media Case Study: Cisco, presented by Jeanette ...SocialMedia.org
BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.
To learn more about BlogWell, visit http://gaspedal.com/blogwell
In the BlogWell San Francisco case study presentation, "How Cisco Engages Customers, Partners, and Press with Social Media," Director, New Media Corporate Communications Jeanette Gibson describes how created billions of media impressions for half the traditional cost, as well as successful tactics to get executive involvement in engaging the public.
Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell
Social Media Strategy Framework with Case StudiesPetra Neiger
Social media, content marketing, social advertising, advocacy, ROI and other topics for small business presented at Canada College workshop. With how to-s, tools, best practices, case studies and exercises. Public, online version only.
Building A Content Marketing Discipline (Version 2.0)Petra Neiger
The components, roles and responsibilities of a successful content marketing discipline, and how to get there from content strategy to content operations.
Building A Content Marketing DisciplinePetra Neiger
Why and how to build a content marketing discipline. Increase relevance, operationalize and scale content, generate leads. 4 Ps of content marketing: people, processes, practices and places (distribution). Tools. Management buy-in, content operations, curation, creation, training and enablement, syndication. Make content easy to find, access and share. Think mobile.
Your employees as your brand ambassadorsPetra Neiger
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.
Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Te...Petra Neiger
Find out how NBC and Cisco put content creation in the hands of the athletes and used social media to share the footage with the world. Plus, 7 things we would do differently next time.
Case Study: Evolution of Game Marketing at CiscoPetra Neiger
6 things we wish we had known or done sooner and our lessons learned from the marketing of the 3 Service Provider marketing games: EdgeQuest 1 & 2, Cisco myPlanNet
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Cisco's Social Media Evolution and Case Studies (FOCUS Presentation)
1. How to Succeed in Social Media Marketing: Real World Perspective from a Networking Giant Craig Rosenberg, Focus Petra Neiger, Cisco September 28, 2010
2. Introduction to Today’s Speakers Craig Rosenberg Leader, Focus Expert Network B2B Blogger, Funnelholic.com Petra Neiger Senior Manager, Social Media Marketing Cisco
3. Cisco and the Social Web Our Journey and Evolution Petra Neiger, Senior Manager, Social Media Marketing www.twitter.com/petra1400 September 28, 2010
4. Two-Way Communication (not one way) Business in a Web 2.0 World Build Communities (not websites) Join the Conversation (not just in your domain) Organic (not paid) Create a Relationship (not an event) Integration (not interruption)
5. Social Media EngagementBrand Ranking “Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average.” Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb” http://www.engagementdb.com
6. Cisco’s Social Media JourneySolve Business Problems, Uncover Opportunities Reduces Cost Extends Reach Engages Customers $250K SavingsData Center blogging vs. traditional media ASR 1000 Launch 6x less expensiveReached 90X more people Participants from 116 countriesVirtual ASR 9000 launch event 1.6M Video Views: ISR2 “Future of Shopping”“Viral” in Facebook, esp in Asia, Middle East 1.4M+ Padmasree Twitter FollowersViral growth through thought leadership Digital Cribs60,000+ views, 23,000+ comments Nexus Launch Collaboration Digital Cribs 2 Digital Cribs CRS-3 CES What If Contest myPlanNet Unified Computing ASR 1000 ASR 9000 Borderless Networks 2010 2007 2009 2008 Integrated social media plan Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Buzz/Leak Management Twitter Contest Facebook Viral Video Global, Channel Social Plans Video Contest Serious Gaming
7. Listen Engage Measure Cisco Social Media StrategyParticipation is the Currency of the New Economy Monitor conversations Identify influencers Engage in discussion Invite to comment Branded channels ShareConverse IntegrateExcite, embraceNurture Measure conversation impact Track sentiment Meaningful Conversations
8. Critical Factors to ConsiderThey Can Make or Break Your Efforts Social media goal alignment to business objectives Expectation setting Subject matter experts and social media managers “in it” together Platforms, tools identified, purpose defined Planning Engagement practices
9. ASR 1000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR Intrigue Appeal Compare Reveal Share Participate Play Discover Virtual Net/Uber Users Press Teaser TCO/Environmental Calculator Cisco ASR 1000 Series Global Virtual Event Social Media Widget, Blogs, YouTube “Ask the Expert” Discussion Forum Facebook CommunityTelePresence Sessions Second Life Engagement 3DGame
10. The Proof is in the NumbersLaunch Reaches More, Costs Less
11. ASR 9000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR Download Anticipate Compare See Cisco ASR 9000 Series Talk Experience Play Lessons learned from ASR 1000 integrated into ASR 9000 launch All-around campaign integration Re-evaluation of ASR 1000 vehicles and methods Post-launch momentum part of planning
12. CRS-3 Launch Results More than 1,000 original articles 176 articles in “Top 50” media outlets Media impact score = 5.6 billion
13. Example of a Social Media Launch Schedule Launch 10/26 Social Media Monitoring Influencer Analysis Cisco Twitter Cisco Blogs Other Communities Distribute videos on YouTube and TubeMogul Facebook Outreach Influencers At Event Twitcam Interview Blog/Twitter Monitoring & Response 3rd Party Blogger & Influencer Engagement
14. CiscoLive 2010 A Hybrid Event Success Story Well-orchestrated social strategy and cross-company collaboration First geo-location event engagement Results About 50,000 total tweets during event 300 tweets per hour* 1,000 tweets during John Chambers keynote* About 26% of @CiscoLive tweets were retweets Proof of concept for B2B geo-location games *Of a managed stream of 10,000; results from unmanaged streams excluded
18. The Life of a GameTaking on a Life of Its Own Thanks to the Power of the Crowd Facebook fan pageattracts new fans daily Social media activationengages new audiences The power of the crowd Circulation in languages other than English Press articles Cisco announcesCisco myPlanNet Reposting by 3rd parties on own download sites 40k+ Downloads 120k+ Page views 74k+ Facebook Fans Blogs Tweets Discussions
19. Executive Thought Leadership Cisco CTO Padmasree Warrior on Twitter Uses her Twitter Community of ~1.4M followers to: Amplify Cisco’s voice on Cloud and Unified Computing Share technology insights Get feedback on her ideas and presentations Provide personal information
20. Cisco Channels Chat Digital Marketing Awards Finalist A monthly video broadcast on Ustream with Cisco executives and experts covering partner-focused topics Engage Cisco partners around the globe Interact using video, social media, and free tools Allow executives to interact with partners and vice versa 8 sessions with close to 50,000 live views and many replays
21. Engaging with Customers Henaredegan: Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail Just being present will impact your sentiment Interact with customers Change perceptions CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8 Henaredegan: @CiscoSmallBiz Nice! Ireally like the "Download and Accept License" all in one click - good stuff
22. Cisco Networking Academy Member ambassadors and Cisco moderators spreading the knowledge together 113k+ Facebook Fans Highly Active Members Turn Members into Ambassadors
23. Plan for Change…Communication is the First Step to Change Management Downloadresourcematerials Learnaboutpolicy Joinmeetingsand events Participate in discussion Forum
25. Question and Answer Session Unanswered questions will be addressed on Focus.com To Connect with Petra Neiger: Blog: http://petra1400.blogspot.com/ Twitter: @Petra1400 Linkedin: http://www.linkedin.com/in/petra1400 SlideShare: /petra1400 To Connect with Craig Rosenberg: Blog: http://www.funnelholic.com Twitter: @funnelholic LinkedIn: http://www.linkedin.com/in/craigrosenberg To learn more about Focus: Visit: http://www.focus.com To contact Focus, please write to Sarah Miller: smiller@focus.com
Editor's Notes
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.