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How Cisco Operationalizes Social Media for Repeated Success

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Conversations about social media within many enterprises have shifted from talking about “if” and “when” to asking about how much and how often. Fortunately, we now have the tools and best practices in place so marketers can start answering these questions. I shared this presentation at the Social Media Strategies Summit where I discussed the key ingredients that built Cisco’s social media organization and how they have “operationalized” to create repeated success. – PowerPoint PPT presentation

Number of Views:19107
Updated: 14 February 2011
Slides: 27
Provided by: lasandra5

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Title: How Cisco Operationalizes Social Media for Repeated Success


1
How Cisco Operationalizes Social Media for
Repeated Success
  • LaSandra Brill
  • Senior Manager, Social Media Marketing
  • _at_LaSandraBrill
  • February 9, 2011

2
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)
3
The Wild West of Social Media
4
Building Ciscos Social Village
Program Management
Program Management
Program Management
AR / PR Social Media Teams
Centralized CMO Team
Community Managers
Centralized Corporate Communications Team
5
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

6
Our Journey Understanding Our Social Media
Presence
campaign
press release
interest
year
From
  • Campaign bumps
  • Ad hoc, low governance
  • Inconsistent strategy
  • Measuring activity
  • Transactions

Cisco social snapshot 5/1/10
7
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

8
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
9
Social Media Center of ExcellenceInternal
Resource Center Allows for Scalability
Learn about policy
Downloadresourcematerials
Browse social media case studies
Join workshops and events
10
Training at All Levels
CERTIFICATION PROGRAM
PRACTIONER ROUNDTABLES
VIRTUAL VENDOR FAIR
Social Media Education
FUNCTIONAL DEEP DIVES
EVENTS CONFERENCES
11
Ciscos Social Media Handbook http//bit.ly/Cisco
SMHB
12
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
13
Listening Challenges Goals
Social Media
Customer Groundswell
Online press
Bloggers / Influencers
Voice of the Customer
Trade press
14
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
15
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.

16
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

17
Before.
18
AfterCisco Branded Social Presence
  • Facebook / Twitter
  • Social_at_Cisco
  • Blogs
  • Communities
  • YouTube

19
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
20
Community Engagement www.Facebook.com/cisconetwork
ingacademy
  • Member ambassadors and Cisco moderators spreading
    the knowledge together

140k Turning Members into Ambassadors
21
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
22
800 ideas3,000 participants156
countries250,000 prize money
Crowdsourcing Cisco I-Prize
Winner LifeAccount
www.cisco.com/iprize
23
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
24
Summary7-Steps to Operation Social Media
  • Building the Team
  • Figuring out where we wanted to go
  • Focusing on the foundation and long term
    scalability
  • Putting infrastructure in place
  • House Cleaning
  • Engagement
  • Innovation

25
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
26
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