How Cisco Operationalizes Social Media for Repeated Success

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How Cisco Operationalizes Social Media for
Repeated Success

• LaSandra Brill
• Senior Manager, Social Media Marketing
• _at_LaSandraBrill
• February 9, 2011

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Two-Way Communication (not one way)
Marketing in a Web 2.0 World
Build Communities (not websites)
Join the Conversation (not just in your domain)
Organic (not paid)
Create a Relationship (not an event)
Integration (not interruption)
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The Wild West of Social Media
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Building Ciscos Social Village
Program Management
Program Management
Program Management
AR / PR Social Media Teams
Centralized CMO Team
Community Managers
Centralized Corporate Communications Team
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Social Media Marketing Center of ExcellenceThe
Four Pillars of Our Organization
Social Media Consulting
Social Media Enablement
Social Media Management
Social Media Labs

• 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

• Innovation integration on Cisco.com
• Mobile strategy integration
• Social CRM
• Online rewards badging

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Our Journey Understanding Our Social Media
Presence
campaign
press release
interest
year
Content by Platform
Communities/Forums 61
Blogs 37
Wikis 1
Facebook pages 79
Cisco YouTube channels 300
Twitter handles 108
From

• Campaign bumps

• Ad hoc, low governance

• Inconsistent strategy

• Measuring activity

• Transactions

Cisco social snapshot 5/1/10
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Our Goal Drive Business Value Through
Integrated Social Campaign Strong Engagement
Channels
value-add content/services
interest
campaign
year
social media base
From
To

• Campaign bumps

• Enduring assets

• Ad hoc, low governance

• Social responsibility

• Inconsistent strategy

• Planning discipline

• Measuring activity

• Demonstrating impact

• Transactions

• Ongoing engagement

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Our Strategy How are we going to get there
PROGRAMS
Public Engagement Marketing Customer
Service Communications Events Campaigns Advocacy
Listening Focus
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
Training Tools Process Organization
Models Staff Resources / Allocation Policies
Guidelines Knowledge Sharing Culture
Enablement
INFRASTRUCTIURE
INFRASTRUCTURE
Slide Credits David Armano
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Social Media Center of ExcellenceInternal
Resource Center Allows for Scalability
Learn about policy
Downloadresourcematerials
Browse social media case studies
Join workshops and events
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Training at All Levels
CERTIFICATION PROGRAM
PRACTIONER ROUNDTABLES
VIRTUAL VENDOR FAIR
Social Media Education
FUNCTIONAL DEEP DIVES
EVENTS CONFERENCES
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Ciscos Social Media Handbook http//bit.ly/Cisco
SMHB
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The Social Ecosystem Has ChangedHow We
Communicate and Collaborate
ContentSharing Rating
Forums
Organization Web Sitecisco.com
SocialNetworks
Blogs
CiscoBlogs
Home BasePriority 1Time Budget 50
OutpostsPriority 2Time Budget 40
PassportsPriority 3Time Budget 10
Listening StationTuning in to online
ConversationsAlways on
Slide Credits Chris Brogan
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Listening Challenges Goals
Social Media
Customer Groundswell
Online press
Bloggers / Influencers
Voice of the Customer
Trade press
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Active ListeningA Continuous Process
Monitor
Discover real-time, relevant, impactful
conversations
Measure
Analyze and track conversations, show business
impact
Engage
Active dialog with customers or prospects,
track/tag comments for further use
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Business Impact Through Active Listening
2) Small Business Uncovers Product Issue and
Restores Faith of Partner
1) WW Technical Services Discovers Two P1 Issues
and BU Resolves

• 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.

3) Tandberg Addresses Customer Concerns Over
Acquisition and Calm Fears
4) Cisco Data Center Enters a New Market with
Unified Computing (UCS)

• Customers publicly voice their concerns about the
  acquisition on Tandbergs 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.

• First step to entering new terrain is listening
  and learning to whats being said in the
  marketplace.
• Active listening and strong feedback loops ensure
  Ciscos 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.

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Social_at_Ciscosocialmedia.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

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Before.
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AfterCisco Branded Social Presence

• Facebook / Twitter

• Social_at_Cisco

• Blogs

• Communities

• YouTube

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2010 Social Media Programs
Community Health
Market Perception
Business Impact

• Partners Engaged in ChatNearly 40K views, and
  engaged in hundreds of discussions via Twitter
  and Facebook
• Cisco Support Community Reaches 1M
  Users/MonthNew Facebook App launched

• 200 Increased Engagement for Data Center
  Launch10K blog and video views
• 4M views ISR2 Future of Shopping
  Viral in Facebook, esp in Asia,
  Middle East

• Networking Academy surpasses 100K fansAdvocacy
  program lets the users own the experience
• Cisco crowdsources the next Billion dollar
  idea2800 participants 824 ideas

NetAcad
Cisco UMI
Borderless Networks Launch
Data Center Launch
CRS-3
Routermania
TV Contest
Partners Chat
Canada 25
myPlanNet
iPrize
2010
Blog Influencer Outreach
Integrated social media plan
Advocacy Program
User Generated Conent
3D Challenge
Facebook Integration
Recognition Program
Serious Gaming
Video Contest
Live Streaming
Crowdsourcing
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Community Engagement www.Facebook.com/cisconetwork
ingacademy

• Member ambassadors and Cisco moderators spreading
  the knowledge together

140k Turning Members into Ambassadors
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Transforming Channel Communications Cisco
Channels Chat
A regularly scheduled video broadcast on Ustream
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
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800 ideas3,000 participants156
countries250,000 prize money
Crowdsourcing Cisco I-Prize
Winner LifeAccount
www.cisco.com/iprize
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Whats NextB2B Trends That Matter in 2011
Mobile Social Dramatic reach
Game mechanics make the difference
Social graph expands rapidly online
Next Social CRM connects social to sales
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Summary7-Steps to Operation Social Media

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

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Thank You!

• Cisco Social Hub
• http//socialmedia.cisco.com
• Cisco Blogs
  http//blogs.cisco.com
• Cisco Communities http//www.cisco.com/web/commun
  ities
• 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/

_at_LaSandraBrill
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