SlideShare a Scribd company logo
Relationship Building 
Executing a Social Strategy 
Optimized for Engagement 
Laura Powers 
@powersla
Pillars of Relevance 
RIGHT PLACE 
RIGHT TIME 
RIGHT MESSAGE
Access to more 
people, more 
viewpoints
Media and channels 
are more fragmented
Stakeholders have 
access to content 
anywhere at anytime
Data drives Cisco 
content and 
engagement decisions
Get to know your customer 
Profile 
35-54 years old (62%) 
Men (83%) and women (17%) 
College educated (82%), HHI $75k+ 
White (86%), AA (5%), HISP (7%) 
46% Parents 
Overindex as Sports fans 
Tech Attitudes 
Research everything extensively 
Early tech gadget adopters 
Focus on tech that makes life easier and more 
organized
Focus on their online participation habits 
88% more likely to read 
the newspaper online 
105% more likely to 
make a personal 
purchase online 
112% more likely to 
obtain sports 
information online 
94% more likely to share 
photos through online 
website 
105% more likely to 
watch videos online 
153% more likely to 
listen to the radio online 
166% more likely to 
visit online blogs 
126% more likely to 
comment online 
within forum/blog 
*GFK MRI Data, 2013
Do More Listening 
Than Talking
Align Passion 
Points 
Insert the Brand 
into Trending 
Topics 
Be Culturally 
Relevant 
Feature User 
Generated Content 
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
ABCs & 123s 
1 
2 
3 
Action-Based 
Conversations 
Social Media Noise Priority
Employees Are Your Brand Evangelists 
Scale Business through Social Media Humanize Your Brand 
Cisco Support Community resolves 1M+ cases annually online Executive blog triggers sharing and conversations 
Drive Amplification and WOM Resolve Issues and Answer Questions 
Employees drive 33% of total brand campaign reach 
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 
The “Discoverer” The 
“Closer” 
Happy 
Commenter 
Angry 
Commenter 
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Social Ambassador Program: 
An Integrated 360° Approach 
Identify Activate Assess Appreciate Evangelize 
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Cisco Champions are Brand Defenders 
Awareness 
“I Like You” 
Engagement 
"I Love You” 
Significance 
“I Recommend You” 
Advocacy 
“I Defend You” 
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
“If these numbers don’t show the value of 
the Cisco Live Social Media Hub, I don’t 
know what would” – Robin Fray Carey, 
CEO 
• Total reach: 316,012,987 (+39% YoY) 
• Total mentions: 62,764 (+36% YoY) 
• Total social reach: 86,472,588 (22%) 
• Total social engagements: 6,259
Community 
Experiences 
Strengthen 
Relationships and 
Loyalty 
99% are more likely to 
buy/recommend/retain 
© 2013 Cisco and/or its affiliates. © 2013-2014 Cisco and/or its aff iAliallt erisg.h Atsll rreigshetrsv ereds. erved. Cisco Confidential 1199
Remember 
1. Relationships take time 
2. Listen, then talk 
3. Tailor conversations to the 
needs and interests of your 
audience 
4. It’s not a one night stand 
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
Thank you.

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Relationship Building: Executing a Social Strategy Optimized for Engagement

  • 1. Relationship Building Executing a Social Strategy Optimized for Engagement Laura Powers @powersla
  • 2.
  • 3. Pillars of Relevance RIGHT PLACE RIGHT TIME RIGHT MESSAGE
  • 4. Access to more people, more viewpoints
  • 5. Media and channels are more fragmented
  • 6. Stakeholders have access to content anywhere at anytime
  • 7. Data drives Cisco content and engagement decisions
  • 8. Get to know your customer Profile 35-54 years old (62%) Men (83%) and women (17%) College educated (82%), HHI $75k+ White (86%), AA (5%), HISP (7%) 46% Parents Overindex as Sports fans Tech Attitudes Research everything extensively Early tech gadget adopters Focus on tech that makes life easier and more organized
  • 9. Focus on their online participation habits 88% more likely to read the newspaper online 105% more likely to make a personal purchase online 112% more likely to obtain sports information online 94% more likely to share photos through online website 105% more likely to watch videos online 153% more likely to listen to the radio online 166% more likely to visit online blogs 126% more likely to comment online within forum/blog *GFK MRI Data, 2013
  • 10. Do More Listening Than Talking
  • 11. Align Passion Points Insert the Brand into Trending Topics Be Culturally Relevant Feature User Generated Content © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. ABCs & 123s 1 2 3 Action-Based Conversations Social Media Noise Priority
  • 13. Employees Are Your Brand Evangelists Scale Business through Social Media Humanize Your Brand Cisco Support Community resolves 1M+ cases annually online Executive blog triggers sharing and conversations Drive Amplification and WOM Resolve Issues and Answer Questions Employees drive 33% of total brand campaign reach 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 The “Discoverer” The “Closer” Happy Commenter Angry Commenter © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • 14. Social Ambassador Program: An Integrated 360° Approach Identify Activate Assess Appreciate Evangelize © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  • 15. Cisco Champions are Brand Defenders Awareness “I Like You” Engagement "I Love You” Significance “I Recommend You” Advocacy “I Defend You” © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
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  • 18. “If these numbers don’t show the value of the Cisco Live Social Media Hub, I don’t know what would” – Robin Fray Carey, CEO • Total reach: 316,012,987 (+39% YoY) • Total mentions: 62,764 (+36% YoY) • Total social reach: 86,472,588 (22%) • Total social engagements: 6,259
  • 19. Community Experiences Strengthen Relationships and Loyalty 99% are more likely to buy/recommend/retain © 2013 Cisco and/or its affiliates. © 2013-2014 Cisco and/or its aff iAliallt erisg.h Atsll rreigshetrsv ereds. erved. Cisco Confidential 1199
  • 20. Remember 1. Relationships take time 2. Listen, then talk 3. Tailor conversations to the needs and interests of your audience 4. It’s not a one night stand © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20