The document discusses social media return on investment (ROI) and how it can be achieved. It notes that 93% of B2B marketers use social media, focusing on LinkedIn, Facebook and Twitter. Key types of social media ROI are identified as increased engagement, reduced costs, higher revenue, deeper loyalty, expanded awareness and peer-to-peer word of mouth. Methods to achieve higher ROI include interactive involvement, online and offline integration, channel integration, crowdsourcing, incentives and innovations. The document provides examples of how Cisco has used social media to reduce costs, expand channels, drive higher revenue and deeper loyalty.

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Social Media ROI?
Is That Really Possible?
Elizabeth Houston
Global Events Social Media Manager
Comsys for Cisco
@elhoust
June 3, 2011

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“93% of all B2B marketers are
engaged in some form of social
media marketing, with most putting
their focus on the most popular
channels (LinkedIn, Facebook and
Twitter).”
B2B Magazine, April 2011

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What are Key Social Media ROI Types?
 Increased engagement
 Reduced costs
 Higher revenue
 Deeper loyalty
 Expanded awareness and audiences
 Peer-to-peer word of mouth

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What Methods Lead to Higher ROI?
 Interactive involvement
 Online and in-person integration
 Channel integration
 Crowdsourcing
 Incentives
 Innovations

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What Can I Do to Maximize ROI?
 Create a clear plan and goals
 Plan an integrated approach
 Research “watering holes”
 Build a centralized location
 Monitor regularly
 Track links
 Use searchable keywords
 Include simple call-to-actions
 Focus on audience needs
 Be patience
 Pilot when possible

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Reduced Costs
• Replace costly methods with free or
low-cost channels
• Monitor regularly
• Cultivate audience over time
• Create consistent messages

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CRS-1 Launch
Approach: Traditional, physical event
Travel: required extensive audience travel
to San Jose, CA
Size: 100+ attendance in
100 countries
Cost: $20,000+ in airport car service alone
Coverage: 87 articles, 135 press attended
events
ASR 1000 Launch
Approach: Virtual, Social and Visual—
Leveraging Web 2.0 technologies
Travel: No travel ─saved carbon
emissions equal to 188 tons of coal or
42,000 gallons of gas
Size: Global; 9,000+ attendance in 128
countries
Cost: Less than ONE-SIXTH of CRS-1
launch expense
Coverage: 245 articles, 1000+ blog posts,
45M+ impressions
Expanded Channels
• Leverage existing channels
• Replace costly methods with free or
low-cost channels
• Reach different audiences
• Create online/onsite experiences

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Launched 1/10…
New Business by
July
2,500 Participants
5,300 Votes
3,300 Comments
800+ Ideas
Higher Revenue
• Crowdsource
• Involve audiences
• Give audience a voice
• Follow through

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Deeper Loyalty / More Awareness
• Create incentives
• Develop topic Twitter/USTREAM chats
• Integrate audiences
• Involve ongoing participation
• Be transparent

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Innovations
• Integrate mobile
• Pilot QR codes
• Try augmented reality
• Include geo-tagging
• Plan for commerce
iPhone Version:
HTML5 Version:

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13. Guy’s audio – via computer
Guy’s audio – via telephone
Social media back channel – share your thoughts!
WebEx Meet beta – get it today, use it for meetings!
Pass The Ball Series
• Showcase products
• Leverage influencers
• Create engagement
opportunities

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Total Pass the Ball Registrants
21,500
% converted to a Free
Trial of WebEx
4.5%
% converted
to a paying
customer
1.5%
Customer Conversions
• Identified leads
• Analyzed data
• Nurtured potential leads
• Added new customers

16. Cisco Social Media
Resources Connect with
Elizabeth Houston:
 @elhoust
 LinkedIn
Join the Conversation:
 @CiscoEvents
 @CiscoSocial
 Social@Cisco Central

17. Thank you.