Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 1
The Era of Global Social EngagementPaula Wang, Cisco China Marketing, Twitter: @paulawang, Weibo: @Paula 丽王May 9, 2012
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
A New Era
1990+
Connectivity
2000+
Inclusion
2010+
Engagement
Connectivity
Consumerization of IT
Social Media
Immersive Communication Technologies—Video and Mobility
Social Engagement
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3India, China & Brazil most connected countries (90% social usage)
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
China Increasingly Dominates Online Behavior
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Did You Know…
78% of 18-34 year olds,
71% of 35-44 year olds,
59% of 45-54 year olds use social media
25% are equally likely to share their dissatisfaction with a company, brand or product via social media
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
Did You Know…
34% of Americans online have used social media to rant or rave about a company, brand, or product
38% aim to influence, 46% feel they can be brutally honest on the internet
Facebook fans are 28% more likely than non-fans to continue using a product
41% fans are more likely than non-fans to recommend to a friend
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Why Social Matters to Business
Most efficient listening and feedback-gathering channel available
Accelerates word of mouth
It is the new collaboration system between employees, customers and brands
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Social Listening: Our North Star• Real-time monitoring social media for any mention of Cisco (products, services, solutions)• Delivering actionable insights and measured impact
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Accelerate Word of Mouth
Campaign related infographics were designed to surface Cisco proof points and increase positive buzz
• 30% increase in quantity of conversation, 7% increase in sentiment
• 100MM impressions globally
• Tweets from Jeff Jarvis, Brian Solis, Guy Kawasaki, Om Malik and other influencers were re-tweeted thousands of times
• 2nd highest viewed Cisco blog in 2011
• Earned a top spot in Reddit Tech
Internet of Things Infographic
Social Web
Tech Publications
and Blogs
Global Syndication
Create Conversations Through Content Marketing on Social Web
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Enable Collaboration Between Your Employees and Customers using Social Media
1. Tips for Getting Started…
Create a repeatable program for local execution – implement a Social Ambassador program to identify, enable and reward subject matter experts (SMEs) to help customers online
Offer easy access – make it easy for employees to join and nominate colleagues via internal community
Say “thank you” a lot - recognize SMEs as “Social Champions” via rewards program to share success, notify managers and executives, and recruit new volunteers
Use gamification to recruit & retain volunteer SMEs across the company (e.g., vote for SME awards, earn points and badges, etc.)
Tie to events – integrate online and offline activities to build and strengthen relationships (e.g, make SMEs rock stars at your event, host briefings, conduct training, “meet your SME”, etc.)
Build a sense of community with and for your ambassadors by highlighting key accomplishments across the company (e.g., distribute regular newsletter sharing successes, customer responses, interesting pictures, video clips, etc.)
“Thank you so much for your support of the Greater China Ambassador Program and recognition of the contribution of our SMEs!”
–manager of a featured SME (aka Social Champion)
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Overview of the Social Ambassador Program
1 2 3 54
Cisco.com.cn
思科官网(Social @ 思科
中国 )
CIN
思科技术达人秀
Online Community
思科中文技术社区
官方微博 +” 大使“ 微博
Youku Video Channel
优酷思科视频分享空间
1 2 3 54
Integration: Add “Share” Button to drive message flow and acquire followers.
As of Mar. 26, 2012
ENGAGESocial Ambassador Program
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To Mobilize Ambassadors as Social Voice of Cisco
ENGAGESocial Ambassador Program
Number of Followers
Nu
mb
er o
f Tw
eets
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Social Listening for Cloud-Related Conversations
Note: All the words around the key topic – Cloud, the size of each word refers to number of post, distance among words doesn't have specific meaning.
Mar. 2012Feb. 2012Sept.-Nov. 2011
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Impact of Ambassador ProgramOrganic channel voice increased 28% in the share of all Cisco mentions on Weibo (Feb)
Sep-Nov Feb Mar0%
10%20%30%40%50%60%70%80%90%
100%
41%26%
13%
59%74%
87%
Owned Channel Voice Organic Voice
Share of Mentions
Voice breakdownTrend by channel,
Mar, 2012
Sep-Nov
Mar
0% 20% 40% 60% 80% 100%
19%
8%
80%
91%
1%
1%Positive
Neutral
Negative
Own channel voice comparison
Sep-Nov
Mar
0% 20% 40% 60% 80% 100%
13%
17%
85%
82%
2%
1% Positive
Neutral
Negative
Organic voice comparison
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Weibo Engagement Examples
Roadshow PollingArchitecture Roadshow Preferred Cloud Topic Polling to collect customer , partner , and social audience feedbackParticipants:536Retweeted:413Comments:89(Link)
176 tweets
Super Bowl LED ScreenThe biggest LED screen at Super Bowl stadium was supported by Cisco drew a lot netizens’ attention and discussion on weibo, Cisco’s high-tech image was popularized and admired through the promotion, also received the good suggestions from brand fans. (link)
159 tweets
Cisco Recruitment TipsCisco launched an online consultation for giving suggestions to students who willing to work in Cisco. The campaign continually heat the interaction between netizens and official account. (link)
ENGAGE Social for Campaigns
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How Do We Nurture the Ambassadors?
# 思科随手拍 # 微群# 跟我走有肉吃 #
Thank you.
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