How Cisco Operationalizes Social Media for Repeated Success�
-
Upload
lasandra-brill -
Category
Documents
-
view
174 -
download
2
description
Transcript of How Cisco Operationalizes Social Media for Repeated Success�
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 BrillSenior 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
The Wild West of Social Media
© 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
Building Cisco’s Social Village
Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved.
Social Media Marketing Center of ExcellenceThe Four Pillars of Our Organization
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 ConsultingSocial Media Consulting
Social Media EnablementSocial Media Enablement
Social Media ManagementSocial Media Management
Innovation & integration on Cisco.com
Mobile strategy & integration
Social CRM Online rewards &
badging
Social Media LabsSocial Media Labs
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
Our Journey: Understanding Our Social Media Presence
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 baseyear
interest
Our Goal: Drive Business Value Through Integrated Social Campaign & Strong Engagement Channels
From
Campaign bumps
Ad hoc, low governance
Inconsistent strategy
Transactions
Measuring activity
To
Enduring assets
Social responsibility
Planning discipline
Ongoing engagement
Demonstrating impact
Our Strategy: How are we going to get therePROGRAMS
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
Social Media Center of ExcellenceInternal Resource Center Allows for Scalability
Learn about policy
Downloadresourcematerials
Browse social mediacase studies
Join workshops and events
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Training at All Levels
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
Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved.
The Social Ecosystem Has ChangedHow We Communicate and Collaborate
OrganizationWeb Sitecisco.com
ContentSharing &Rating
Forums
SocialNetworks
CiscoBlogs
Blogs
Home BasePriority: 1Time Budget: ~50%
OutpostsPriority: 2Time Budget: ~40%
PassportsPriority: 3Time Budget: ~10%
Listening StationTuning in to online ConversationsAlways 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
Listening Challenges & Goals
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Active Listening—A Continuous Process
engage
measure
monitor
MeasureAnalyze and track conversations, show business impact
MonitorDiscover real-time, relevant, impactful
conversations
EngageActive 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
Business Impact Through Active Listening
• 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
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
Before….
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
Facebook / Twitter
YouTubeCommunities
BlogsSocial@Cisco
After…Cisco Branded Social Presence
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
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
3D Challenge
Canada 25
Facebook Integration
Cisco UMI
Recognition Program
Data Center Launch
Blog & Influencer Outreach
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
2010 Social Media Programs
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
Member ambassadors and Cisco moderators spreading the knowledge together
140k+ Turning Members into Ambassadors
Community Engagementwww.Facebook.com/cisconetworkingacademy
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Transforming Channel Communications “Cisco Channels Chat”
A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics.
Digital Marketing AwardsFinalist
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
800 ideas3,000 participants156 countries$250,000 prize money
Mexico
Crowdsourcing: Cisco I-PrizeWinner: LifeAccount
www.cisco.com/iprize
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
What’s Next…B2B Trends That Matter in 2011
Mobile + Social = Dramatic reachGame mechanics make the difference
Social graph expands rapidly online Next… Social CRM connects social to sales
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
Summary:7-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
Cisco Confidential 25© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25© 2010 Cisco and/or its affiliates. All rights reserved.
Thank You!
• 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.