Cisco Social Media Measurement


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  • Nice presentation, critical issue for many of our clients...yes, 'the journey continues' (great headline)
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  • Social Media channels drove 50K views to pre-launch event page and 40K (3%) views to launch product page
  • Example of question asked © 2009, Cisco Systems, Inc. All rights reserved. Presentation_ID.scr
  • © 2009, Cisco Systems, Inc. All rights reserved. Presentation_ID.scr
  • Cisco Social Media Measurement

    1. 1. Measuring Social Media The Journey Continues Stephanie Marx Social Media Marketing Manager
    2. 2. Cisco Borderless Network Architecture A New Architecture Powered by a New Innovation <ul><li>Business : </li></ul><ul><ul><li>Brand new vision, complements Cisco Collaboration & Virtualization Architectures </li></ul></ul><ul><ul><li>Next-gen best selling Cisco Integrated Services Routers Generation 2 (ISR G2) </li></ul></ul><ul><li>Customer Values : </li></ul><ul><ul><li>Video-Ready Architecture: New media-service engine & enhanced performance </li></ul></ul><ul><ul><li>Service Virtualization: Revolutionary srvcs delivery w/Cisco Services Ready Engine </li></ul></ul><ul><ul><li>Operational Excellence: Operation simplicity, green innovation, investment protection </li></ul></ul><ul><li>Launch Goals : </li></ul><ul><ul><li>Create momentum and buzz around Cisco’s new vision and products </li></ul></ul><ul><ul><li>Drive attendance for global virtual broadcasts across three different time zones </li></ul></ul><ul><ul><li>Increase online ‘share of voice’: generate conversation and increase followers, participation & engagement in Cisco’s social communities </li></ul></ul>Launch Strategy: Use social media and video to create buzz and build a community that is excited about Cisco’s innovative products
    3. 3. Building Pre-Launch Buzz and Driving Registration to Launch Event CiscoGeeks, CiscoSystems, proliferation via other Cisco accounts incl. global Cisco, Routers, Switches pages Sep Oct Nov TechWise Show PR/Blogger Outreach Social Media Release Launch page w/embedded Twitter feed Cisco Web Innovation blog series of teaser/vision posts Cisco Blogs Launch Announcement Pre, during, post, social media monitoring launch Virtual launch event registration Influencer Analysis & Outreach Monitoring Link sharing: teaser videos, event registration page Leak discovery, volume, message resonance, engagement opportunities Teaser/Vision Videos: Retail, Healthcare, Education
    4. 4. Key Results, Findings and Lessons Learned
    5. 5. Key Successes <ul><li>Social media drove 17% of traffic to Launch Event page </li></ul><ul><ul><ul><li>61% from Teaser videos, 19% from Twitter, 13% from Facebook, 7% from other channels (Cisco Blogs, StumbleUpon, Reddit, etc.) </li></ul></ul></ul><ul><li>“ The Future of Shopping” teaser video was viral hit </li></ul><ul><ul><ul><li>At launch 1.2 million views across YouTube & Metacafe (To date 3.6M) </li></ul></ul></ul><ul><li>Strong buzz generated in social media about Borderless Networks and ISR G2 </li></ul><ul><ul><ul><li>1,700 posts about the launch </li></ul></ul></ul><ul><ul><ul><li>12% were original (i.e. op-ed) about launch and technology </li></ul></ul></ul><ul><li>Successful transition of @CiscoGeeks Twitter to broader Networking audience </li></ul><ul><ul><ul><li>26% follower growth in six weeks </li></ul></ul></ul><ul><li>Comprehensive monitoring discovered partner leaks pre-launch and highlighted key posts for response post-launch </li></ul><ul><ul><ul><li>5 partner leaks were mitigated with immediacy </li></ul></ul></ul><ul><ul><ul><li>ISR SME’s responded to 10 posts in social media with positive feedback </li></ul></ul></ul>
    6. 6. Borderless Networks Launch: “The Future of Shopping” Video B2B Magazine 2010 Social Media Marketing Awards: Best Viral Video <ul><li>Generate buzz for upcoming launch event </li></ul><ul><li>Drive traffic to event registration </li></ul>Objective <ul><li>Vision videos created depicting possible consumer experiences enabled by Borderless Networks </li></ul><ul><li>Syndicated videos to YouTube and 6 other video networks </li></ul><ul><li>Video description and annotation drive to event page </li></ul>How <ul><li>1.6 million video views at launch (3.6M to date) </li></ul><ul><li>Videos generated 11% of event traffic </li></ul>Results
    7. 7. Why did “The Future of Shopping” Go Viral? While we can initiate momentum for a video, videos go viral because of great content. <ul><li>Content Learnings </li></ul><ul><li>“ Wow” factor happens immediately grabbing viewers attention. </li></ul><ul><ul><li>Traditional storytelling typically teases then reveals at the end. This very rarely works online. </li></ul></ul><ul><li>Light-hearted, upbeat, and focused on a consumer experience everyone can relate to. People are more willing to share a light-hearted video. </li></ul>The Future of Shopping The Future of Healthcare The Future of Teaching
    8. 8. Monitoring Findings <ul><li>There was viral distribution of launch messages. Cisco partners & friends were active in pushing messages to their followers. </li></ul><ul><li>Most conversations were not deep. Majority of social media posts linked to major launch news or marketing content with very little in-depth discussion of key technology features or product improvements. </li></ul><ul><li>The high-value, in-depth conversations occurred mostly in technical forums and subset of blogs. Heavy viral distribution of basic marketing messages occurred in Twitter, video sites, and blogs. </li></ul>
    9. 9. Five Keys for Next Time… <ul><li>Continue “The Future of…” video theme and focus on consumer experiences </li></ul><ul><li>Expand network of Cisco’s partners and enthusiasts to spread & spawn content, and reach target audiences </li></ul><ul><li>Create more content explaining technical advancements and breakthroughs </li></ul><ul><li>Commit to ongoing process for monitoring and response in “high-value” conversations in blogs and forums </li></ul><ul><li>Migrate Cisco Routers Facebook group to a Borderless Networks page to enable better message distribution to fans </li></ul>
    10. 10. Developing a Measurement Framework
    11. 11. Methodology <ul><li>Design and internally test a survey </li></ul><ul><li>Distribute and collect responses </li></ul><ul><li>Facilitate working sessions for in-person polling </li></ul><ul><li>Aggregate and analyze the data </li></ul><ul><li>Perform a read-out to validate data and encourage challenges </li></ul>
    12. 12. How do you define Success? <ul><li>30% of Respondents Cited Audience Engagement as a measure of success </li></ul>
    13. 14. Guide to Using the Framework <ul><li>Do you have a Plan: objectives, goals, strategy? </li></ul><ul><li>How to measure against your strategic goals? </li></ul><ul><li>How will your metrics support your initiative? </li></ul><ul><li>Use the framework as a reference & to stimulate ideas as you develop your measurement strategy: </li></ul><ul><ul><li>Map to relevant Goals, Key Performance Indicators, Tools </li></ul></ul><ul><ul><li>And/or create your own using the same approach </li></ul></ul>&quot; You get what you measure. Measure the wrong thing and you get the wrong behaviors .&quot; - John H. Lingle