Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.

Paula WangDirector of MarketingCisco Asia Pacific Japan & ChinaOct. 10th, 2013

How to Use Social Media Marketing to Drive Business

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Practice Sharing

How You Can Leverage

Cisco APJC Social Marketing OverviewAgenda

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

Cisco APJC Social Landscape(No. of Followers for Key Accounts of Main Platforms, Sept 2013)

India129,000 – Facebook1,600 - Twitter

China189,000-- Online Community 176,000 – SINA Weibo110,000 –Social Ambassador followership

Japan2000 – Facebook4,400 – Twitter

Asia613 – Facebook (Indonesia)1250 – Facebook (Philippines Networking Acad)793 – Twitter (Cisco APJC) 1469 – APJC Partners (Twitter)

ANZ966 – Facebook1,600 - Twitter

Social Platforms Used by Cisco APJC:• Facebook• Twitter• LinkedIn• Google +• YouTube• Weibo(China)• Youku(China)• WeChat(China)• Online Community• Baidu Docs• Instagram• Flickr• Pinterest

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

Enablement Intelligence Engagement Measurement

Cisco APJC Social Media Marketing Framework

• Define Scorecard

• Standardize Reporting

• Social Media University

• Workshops

• Policies and Governance

• Infrastructure and Tools

• Internal Consulting

• Social Media Listening Program

• Monitor branding and campaign impact

• Track trends

• Shape future marketing program design

Social Listening

Social Media Enablement

Measurement

• Activate employees

• Engage with customers and partners

• Support for major campaigns, e.g. IOE Brand Campaign, Tier 1 events

• Facilitate leads generation

Social Ambassador

Program

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

Social Media Training3 Certification Levels:

• Specialist• Strategist• Master

2 Tracks• Internal• External

http://www.cisco.com/web/learning/social/index.html

Social Media Training Courses

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

Social Listening

Brand

Cisco and Competitors

Technology

EN, Mobility, SP, Security, DCV

Campaigns

IOE, Cloud, BYOD/Mobility

Crisis Monitoring

Physical Event

Cisco Live, Cisco Connect, CCBN,

MAE

Buzz, Sentiment, Trends, Key Words

Association0

200

400

600

800

1,000

1,200

1,400

• IoE value index report drew IT media attention. Link

• Cisco released Q4 finance report and mentioned IoE value index report . Link

What We Listen For A Quick Snapshot

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 77

Social Listening at Cisco Live Melbourne March 5-8, 2013

Real time posts feed – Social Miner

Social Media Influencers

Real time photo feed – Instagram &

Flickr

Live Streaming Cisco Live 365

Total Reach 28587

Unique Twitter Posts 1305

Twitter Engagementt 446

Instagram Photos #clmel 132

Facebook Likes 825

Facebook Engagement 420

Twitter F

ollowers

Facebook

Likes

0

200

400

600

800

1000813 770

949825

Before Cisco LiveAfter Cisco Live

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

Using Social Media to Engage with Customers:700 Social Ambassadors in Cisco China/India

No. of Followers

No

. of T

we

ets

To enable and activate Cisco employees to act as Cisco’s ambassadors in interacting and engaging with customers and partners via social channels.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

Cisco India Engages with CXOs via LinkedIn Groups• A robust group with 350+ C-level

members

• Pioneers within APJC to initiate a LinkedIn Group

• Active group with frequent discussions and engagement

• Phase-2 to focus on sustaining members. Engaging with ‘right ones’ and attracting ‘right ones

Group Demographics by Industry

Group Demographics by Job Title

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

Cisco China IOE Social Brand Campaign

Define IoE Quantify the Value of IOE

Create Cisco Connections Index

Buzz Actual(Target)

6,189 (5,000) 7,395（ 2,100） 14,306（ 2,100）

EngagementActual(Target)

4,197(2,500) 3,615（ 3,000） 8,775（ 2,700）

ReachActual(Target)

9.5M(3M) 6.1M（ 4.5 M） 71M（ 4.5 M）

1 2 3

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

Cisco China: Early Stage of Social CRMBusiness opportunity captured via Sina Weibo

Weibo Fans interact with

Official Weibo for

procurement inquiry

Weibo Team passed the request to

telemarketing team

Telemarketing team passed

the opportunity to Sales team or partners to

follow up

Weibo fans share the

experience of being

supported by Cisco

1

2

3

4

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

SummaryKey Take-ways

• Social Marketing has come of age

• Social Marketing needs to be part of your marketing mix and it does not stand alone

• Use Social Marketing to build brand awareness, to engage with your customers and can potentially to generate leads

Actions you could take• Train your employees on Social Media

• Conduct Social Listening to keep a pulse on the market trends and your share of voice

• Mobilize your employees to be your social ambassadors

• Integrate Social into your physical events

• Test, Learn and Scale.

Thank you.