The Era of Social Engagement

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Presented at the Atlanta Interactive Marketing Association Social Media event on June 27th. Highlights: - The New Era of Engagement - Cisco's Social Journey - What's next in B2B Social Media

The
Era of Social Engagement
Tim Husband, Cisco Global Social Media Marketing, @thusband

June 27th, 2012

© 2010 Cisco and/or its affiliates. All rights reserved. 1

•  A New Era
•  The Journey
•  What’s Next

© 2010 Cisco and/or its affiliates. All rights reserved. 2

http://share.cisco.com/big-things-are-happening.html

© 2010 Cisco and/or its affiliates. All rights reserved. 3

Who are they?

What are they talking about?

Who are they listening to?

Where are they engaging?

© 2010 Cisco and/or its affiliates. All rights reserved. 4

Third
Second

Primary Focus

cisco.com Discussion
Forums

Cisco Social Cisco Blogs
Networks
Blogs

© 2010 Cisco and/or its affiliates. All rights reserved. 5

Two-Way Joining the
Attraction Communication Conversation

!

Creating a Building
Relationship Communities Integration

© 2010 Cisco and/or its affiliates. All rights reserved. 6

85% of all
business
technology
buyers engage in
some form of
social activity
while working.

Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

© 2010 Cisco and/or its affiliates. All rights reserved. 8

100% News
Releases
Features

Produced
Video
50% Podcasts

Blogs

Video Blogs

0%

212% increase in traffic to News@Cisco & Cisco social sites
*Data as of 8/19/2010
81% lower spend on multimedia in two years
© 2010 Cisco and/or its affiliates. All rights reserved. 9

A regularly scheduled video broadcast with Cisco executives and experts
covering partner-focused topics.

  Engage Cisco partners
around the globe

  Interact using video, social
media, and free tools

  8 sessions with close to
50,000 live views and
many replays

Digital Marketing Awards Finalist

© 2010 Cisco and/or its affiliates. All rights reserved. 10

Cisco Collaboration Virtual
Launch Experience
•  59,891 unique visitors
•  10,859 registered for streamed
events / 5,988 attended
•  93 discussions with 256 replies

© 2010 Cisco and/or its affiliates. All rights reserved. 11

Game Mechanics Drive Leading with Voice
User Behavior of the Customer

Video Facilitates the Social Scoring and Social CRM
Purchasing Process leads to predictive modeling

© 2010 Cisco and/or its affiliates. All rights reserved. 12

Thank you.

© 2010 Cisco and/or its affiliates. All rights reserved. 13

The Cisco Communities Playbook has been designed to give Cisco employees and contractors the tools to start and run a successful community. It covers why communities - when structured and managed properly - can help Cisco teams engage with interested stakeholders to support the buying cycle and drive measurable results for Cisco. Readers will be taught how to: - Define their audience - Organize their strategy - Develop a content plan Please note that this is an internal Cisco guide for our employees and contractors. Certain URLs are internal to Cisco only. We offer this guide for transparency and for sharing our best practices in the growing area of social media.

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The Era of Social Engagement

7. Consider 88% Suggest that Become Evaluate social channels Aware of a Customer Decision Journey are strong Cisco Offering influencers during the decision process “Loyalty Loop” 60% Will use support forums and Bond with the technical Cisco Brand discussion groups Buy to inform the Advocate Experience purchase decision © 2010 Cisco and/or its affiliates. All rights reserved. 7

8. 85% of all business technology buyers engage in some form of social activity while working. Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2010 Cisco and/or its affiliates. All rights reserved. 8

9. 100% News Releases Features Produced Video 50% Podcasts Blogs Video Blogs 0% 212% increase in traffic to News@Cisco & Cisco social sites *Data as of 8/19/2010 81% lower spend on multimedia in two years © 2010 Cisco and/or its affiliates. All rights reserved. 9

10. A regularly scheduled video broadcast with Cisco executives and experts covering partner-focused topics.   Engage Cisco partners around the globe   Interact using video, social media, and free tools   8 sessions with close to 50,000 live views and many replays Digital Marketing Awards Finalist © 2010 Cisco and/or its affiliates. All rights reserved. 10

11. Cisco Collaboration Virtual Launch Experience •  59,891 unique visitors •  10,859 registered for streamed events / 5,988 attended •  93 discussions with 256 replies © 2010 Cisco and/or its affiliates. All rights reserved. 11

12. Game Mechanics Drive Leading with Voice User Behavior of the Customer Video Facilitates the Social Scoring and Social CRM Purchasing Process leads to predictive modeling © 2010 Cisco and/or its affiliates. All rights reserved. 12

The Era of Social Engagement

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