The document summarizes Cisco's journey with social media from an unorganized "Wild West" approach to a strategic and organized "Social Business". It outlines Cisco's building of a social media village with centralized teams and programs across marketing, communications, and customer service. It also discusses Cisco's focus on social brand, social business infrastructure, active listening for business impact, and engaging customers through online communities and social media events.

1. Social Media at Cisco From the Wild West to Organized Social Business Petra NeigerSocial Media Marketing, Cisco@petra1400March 17, 2011

3. In A World of Plenty,You Need to Stand Out

4. Ok, maybe not that long….

5. The Wild West of Social Media

6. Building Cisco’s Social VillageField Marketing / Business TeamsProgram ManagementProgram ManagementProgram ManagementAR / PR Social Media TeamsCentralized CMO TeamCommunity ManagersCentralized Corporate Communications TeamInfrastructure

7. Process

8. Policy

9. Best Practices

10. Training

11. Consultation

12. Agency ServicesParticipation

13. Our Approach to Social MediaPROGRAMSPublic EngagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacyListening FocusSOCIAL BRAND(External)SOCIAL BUSINESS(Internal)TrainingTools & ProcessOrganization ModelsStaff Resources / AllocationPolicies & GuidelinesKnowledge SharingCulture & EnablementINFRASTRUCTIUREINFRASTRUCTURESlide Credits: David Armano

14. Our Social Brand Journey: Before….

15. After…Cisco Branded Social PresenceFacebook / TwitterSocial@CiscoBlogsCommunitiesYouTube

16. Prepare Internally: Set Up to Scale Through…Online resourcesPrioritiesShared learning model

17. Training at All LevelsCERTIFICATION PROGRAMPRACTIONER ROUNDTABLESVIRTUAL VENDOR FAIRSSocial Media EducationFUNCTIONAL DEEP DIVESEVENTS & CONFERENCES

18. Cisco’s Social Media Handbook http://bit.ly/CiscoSMHB

19. Now, You’re Ready to Get StartedSocial media should be integrated and come full circleWhat are you going to do with this data?

20. Who else needs to know what you’ve learned?

21. How will you plan for on-going participation?

22. How will you manage the work?PlanListenHow will you filter out the noise?

23. What are you going to do with this data?

24. How will you address each pillar of engagement? MeasureEngageSee my blog post on 4Ps: petra1400.blogspot.com

25. Business Impact Through Active Listening2) Small Business Uncovers Product Issue and Restores Faith of Partner1) WW Technical Services Discovers Two P1 Issues and BU ResolvesP1 issues discovered via Radian6 alerts.

26. One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.

27. BU fully engaged and fixes all the reported issues.

28. Customer pleased with the technical support provided.

29. Cisco Partner expresses lack of faith in UC560.

30. SMB actively listening, reach out and uncover product issue.

31. Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.

32. Partner appreciates prompt response and resolution.3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears4) Cisco Data Center Enters a New Market with Unified Computing (UCS)Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.

33. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.

34. Team calm fears and avoids any further public escalation of concerns on Facebook.

35. The loudest customer has since removed his negative comments from the Facebook wall.

36. First step to entering new terrain is listening and learning to what’s being said in the marketplace.

37. Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.

38. Earns legitimacy by coauthoring content with established thought leaders inside the community.

39. DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.Engaging Customers via Online CommunityCisco Support Community(activity per month)1.2 million visits

40. 30k community contributions

41. 4k peer ratingsEngagement best practicesSocial media as a key channel

42. Focus on mobilityUS$61 million cost saving annually**Based on case deflection; conservative estimate

43. Assisting Customers on TwitterHeard on TwitterWe requested more infoUser responds w/ infoWe forward it to supportUser thanks!

44. Hosting Events on Facebook Forums2 successful events

45. High awareness & participation rate

46. Different form of communication between users & Cisco expertsVery high percentage of attendeesSpike coincides with eventLikes

47. Member ambassadors and Cisco moderators spreading the knowledge togetherCommunity Engagementwww.Facebook.com/cisconetworkingacademy173k+ Turning Members into Ambassadors

48. Facebook Community Triggers Innovation A Mobile App: From Inception to Working Alpha in 48 HoursIdea of mobile app born on FacebookGlobal team of volunteer developers collaborating on Facebook

49. MexicoCrowdsourcing: Cisco I-PrizeWinner: LifeAccount800 ideas3,000 participants156 countries$250,000 prize moneywww.cisco.com/iprize

50. Transforming Channel Communications “Cisco Channels Chat”A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics. Engage Cisco partners around the globe

51. Interact using video, social media, and free tools

52. 8 sessions with close to 50,000 live views and many replaysDigital Marketing AwardsFinalist

53. Employee Helps Non-Profit Raise $20,000 in 1 WeekWOGO (Women’s Orthopedic Global Outreach) “Operation Walk” in NepalDocumented and Promoted in SocialSurgeons complete 43 full joint knee replacements in 3 days

54. Employee shares experience via live tweeting, video, photo updates

55. Uses social media to raise money Social Transformation: Setting Example At the TopSee my blog post: blogs.cisco.com/category/socialmedia

56. Key Takeaways Build a scalable social businessInternal preparedness will help drive external successSet goals in support of business objectivesWhat are you trying to accomplish?Map your listening journeyCreate a social listening working groupOptimize & integrate your social presenceHow will customers find you and connect with you?Create a reason for continued engagementWhy should customers stay engaged with you?Use listening & measurement data to improveWhat actionable insights can you draw from the data?Be open & transparentBe willing to share lessons learned

57. Thank You!Cisco Social Hub: http://socialmedia.cisco.comCisco Blogs: http://blogs.cisco.comCisco Communities:http://www.cisco.com/web/communitiesYouTube: http://www.youtube.com/CiscoTwitter: http://www.twitter.com/ciscosystemsFacebook: http://www.facebook.com/CiscoFlickr: http://www.flickr.com/groups/cisco/@petra1400