The document outlines Cisco's social media strategy to position itself as a leader in emerging technologies like the Internet of Things. The strategy has four phases - seed, lead, foster, and grow - and aims to increase brand awareness, demonstrate thought leadership, and position Cisco as a business partner. It discusses targeting executives, developing shareable content, enlisting employees to advocate, and using data to inform the social media approach. The goal is to elevate discussions from IoT to Cisco's vision of the Internet of Everything.

1. Leslie Lau, Cisco Systems
@lelau
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2. http://www.youtube.com/watch?v=BJSjbttGaVM
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3. Chapter
The Story
Chapter
Social First
Chapter
The Strategy
Chapter
The Execution
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4. Internet of Everything
2012 >
Internet of Things
2011
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Tomorrow Starts Here
2012
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5. http://blogs.cisco.com/news/the-internet-of-things-infographic/
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6. © 2013 Cisco and/or its affiliates. All rights reserved.
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7. © 2013 Cisco and/or its affiliates. All rights reserved.
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11. Our target market was the CXO/BDM – the executives leading their organizations. They
are expected to think big and dream new ideas, leading teams that do the same.
Measurement
Goal
• Drive awareness;
• Demonstrate thought
leadership; and
• Position Cisco as a “partner to
transform your business”
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• Increase Share of Voice and Reach in the future
technology space, elevating the conversation from IoT to
IoE
• Increase paid, viral, and organic impressions of thought
leadership content deployed by key executives
• Increase numbers of followers, engagements, views, and
mentions affiliated with executives
• Increase influential mentions of content and number of
social shares, referrals, and engagements by enlisting
the help of employees to advocate on behalf of the
brand, creating evangelists
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12. Seed
Seed. Participation in the conversation through social listening insights
and a deep understanding of the business imperative landscape.
Storytelling commenced with an optimal seeding strategy in FY13.
FY13
Lead
Lead. Create shareable content that brings the brand to life at scale using
the power of data, forward leaning ideas, and all the things that Cisco
makes possible.
Foster
Foster. Tell brand stories and incite conversation through those who
participate, influence and advocate.
FY14
Grow
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Grow. Foster connections and grow the spread of ideas and the creation
of new ones through social activations.
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13. content
sidebar/visualizatio
n
EXTERNAL
content
EMPLOYEE
DRIVEN
footer/creative
#CiscoEmp
driven
Seed
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Launch
Day
Lead
Foster
Grow
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19. Monday
Tuesday
Thursday
Friday
Wednesday – Live Twitter Stream
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21. © 2013 Cisco and/or its affiliates. All rights reserved.
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22. Be a Storyteller
Listen and Collect
Data
Social First: Seed,
Lead
Foster and Grow Engage Your
Audience
Requires Innovation and Doing Business Differently
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23. “When the Internet emerged just over
two decades ago, it changed
everything. But what we're about to
see makes that pale in comparison,"
John Chambers, Chairman and
Chief Executive Officer, Cisco
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24. Thank you.
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