How Cisco Operationalizes Social Media for Repeated Success
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Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.© 2010 Cisco and/or its affiliates. All rights reserved.
How Cisco Operationalizes Social Media for Repeated SuccessLaSandra Brill
Senior Manager, Social Media Marketing
@LaSandraBrill
February 9, 2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Marketing in a
Web 2.0 World
Create a
Relationship (not an event)
Organic (not paid)
Two-Way
Communication (not one way)
Build
Communities (not websites)
Integration (not interruption)
Join the Conversation
(not just in your domain)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Infrastructure
Process
Policy
Best Practices
Training
Consultation
Agency Services
Centralized
CMO Team
Community
Managers
Centralized
Corporate
Communications
Team
Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved.
Brand Campaign
Planning & Execution
Corporate Blog
Program
Online Community
Program
YouTube Community
Management
Policies and
Governance
Consultation on
Strategy and Tactics
Consulting on Tools and
Applications
Case Studies and Best
Practices
Business Case
Development
Health Assessment
Social Media Listening
Program
Social Media Playbook
Planning and Metrics
Templates
Social Media
Certification Program
Monthly Social Media
Roundtables
Workshops & Summits
Social Media
Consulting
Social Media
Enablement
Social Media
Management
Innovation & integration
on Cisco.com
Mobile strategy &
integration
Social CRM
Online rewards &
badging
Social Media
Labs
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
Content by Platform #
Communities/Forums 61
Blogs 37
Wikis 1
Facebook pages 79
Cisco YouTube channels 300
Twitter handles 108
campaign
interest
year
press release
Cisco social snapshot 5/1/10
Campaign bumps
Ad hoc, low governance
Inconsistent strategy
Transactions
Measuring activity
From
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
campaign
value-add content/services
social media base
year
interest
From
Campaign bumps
Ad hoc, low governance
Inconsistent strategy
Transactions
Measuring activity
To
Enduring assets
Social responsibility
Planning discipline
Ongoing engagement
Demonstrating impact
PROGRAMS
INFRASTRUCTIURE
Listening
Focus
INFRASTRUCTURE
SOCIAL BRAND(External)
SOCIAL BUSINESS(Internal)
Public EngagementMarketing
Customer ServiceCommunications
EventsCampaignsAdvocacy
TrainingTools & Process
Organization ModelsStaff Resources / Allocation
Policies & GuidelinesKnowledge Sharing
Culture & Enablement
Slide Credits: David Armano
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Learn
about
policy
Download
resource
materials
Browse
social media
case studies
Join workshops
and events
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
CERTIFICATION PROGRAM
PRACTIONER ROUNDTABLES
FUNCTIONAL DEEP DIVES
EVENTS & CONFERENCES
Social Media Education VIRTUAL VENDOR FAIR
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Cisco’s Social Media Handbook
http://bit.ly/CiscoSMHB
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Organization
Web Site
cisco.com
Content
Sharing &
Rating
Forums
Social
Networks
Cisco
Blogs
Blogs
Home Base
Priority: 1
Time Budget: ~50%
Outposts
Priority: 2
Time Budget: ~40%
Passports
Priority: 3
Time Budget: ~10%
Listening Station
Tuning in to online Conversations
Always on Slide Credits: Chris Brogan
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Today’s Challenge
• Multiple conversations from multiple channels
• Diverse and fragmented
• Disruptive force spreads news rapidly (good and bad)
Relevant Insights
• Deep customer insight, market trends, competitive intelligence
• Ability to influence and drive the business
• Data collection, data analysis, insight delivery
Customer
Groundswell
Social Media
Online press
Voice of the
Customer
Bloggers /
Influencers
Trade
press
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
engage
measure
monitor
Measure
Analyze and track
conversations,
show business
impact
Monitor
Discover real-time,
relevant, impactful
conversations
Engage
Active dialog with
customers or
prospects, track/tag
comments for
further use
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
2) Small Business Uncovers Product
Issue and Restores Faith of Partner
1) WW Technical Services Discovers Two
P1 Issues and BU Resolves
3) Tandberg Addresses Customer Concerns
Over Acquisition and Calm Fears
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
• Cisco Partner expresses lack of faith in UC560.
• SMB actively listening, reach out and uncover product issue.
• Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.
• Partner appreciates prompt response and resolution.
• Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.
• Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.
• Team calm fears and avoids any further public escalation of concerns on Facebook.
• The loudest customer has since removed his negative comments from the Facebook wall.
4) Cisco Data Center Enters a New Market
with Unified Computing (UCS)
• First step to entering new terrain is listening and learning to what’s being said in the marketplace.
• Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.
• Earns legitimacy by coauthoring content with established thought leaders inside the community.
• DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
socialmedia.cisco.com
Why…
Create conversations with customers, partners, employees and the public
Platform to discuss the role of the network
Thought leadership
How…
Extensive use of video increases engagement
Integrated with campaigns
Employee engagement programs increase usage externally
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
BlogsSocial@Cisco
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2010
TV Contest
Serious Gaming
Video Contest
myPlanNet
CRS-3
Integrated social media plan
NetAcad
Advocacy Program
Partners Chat
Live Streaming
iPrize
Crowdsourcing
Routermania
User Generated Conent
Borderless Networks Launch
3DChallenge
Canada 25
FacebookIntegration
Cisco UMI
Recognition Program
Data Center Launch
Blog & Influencer Outreach
Community Health Market Perception Business Impact
Partners Engaged in Chat
Nearly 40K views, and engaged
in hundreds of discussions via
Twitter and Facebook
Cisco Support Community
Reaches 1M+ Users/Month
New Facebook App launched
200% Increased Engagement
for Data Center Launch
10K+ blog and video views
4M views: ISR2 “Future of
Shopping”
Viral in Facebook, esp in Asia,
Middle East
Networking Academy
surpasses 100K fans
Advocacy program lets the
users own the experience
Cisco crowdsources the next
Billion dollar idea
2800 participants
& 824 ideas
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Member ambassadors and Cisco moderators spreading the knowledge together
140k+ Turning Members into Ambassadors
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A regularly scheduled video broadcast on Ustream with Cisco executives
and experts covering partner-focused topics.
Digital Marketing Awards
Finalist
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
Mexico
Winner: LifeAccount
www.cisco.com/iprize
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Mobile + Social = Dramatic reachGame mechanics make the difference
Social graph expands rapidly online Next… Social CRM connects social to sales
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1. Building the Team
2. Figuring out where we wanted to go
3. Focusing on the foundation and long term scalability
4. Putting infrastructure in place
5. House Cleaning
6. Engagement
7. Innovation
Cisco Confidential 25© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25© 2010 Cisco and/or its affiliates. All rights reserved.
• Cisco Social Hub:
http://socialmedia.cisco.com
• Cisco Blogs: http://blogs.cisco.com
• Cisco Communities: http://www.cisco.com/web/communities
• YouTube: http://www.youtube.com/Cisco
• Twitter: http://www.twitter.com/ciscosystems
• Facebook: http://www.facebook.com/Cisco
• Flickr: http://www.flickr.com/groups/cisco/
@LaSandraBrill
Cisco Confidential 26© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26© 2010 Cisco and/or its affiliates. All rights reserved.