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 Brill

Senior 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)



Infrastructure

Process

Policy

Best Practices

Training

Consultation

Agency Services

Centralized

CMO Team

Community

Managers

Centralized

Corporate

Communications

Team

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

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

Consulting

Social Media

Enablement

Social Media

Management

Innovation & integration

on Cisco.com

Mobile strategy &

integration

Social CRM

Online rewards &

badging

Social Media

Labs


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


campaign

value-add content/services

social media base

year

interest

From

Campaign bumps

Ad hoc, low governance

Inconsistent strategy

Transactions

Measuring activity

To

Enduring assets

Social responsibility

Planning discipline

Ongoing engagement

Demonstrating impact

PROGRAMS

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


Learn

about

policy

Download

resource

materials

Browse

social media

case studies

Join workshops

and events


CERTIFICATION PROGRAM

PRACTIONER ROUNDTABLES

FUNCTIONAL DEEP DIVES

EVENTS & CONFERENCES

Social Media Education VIRTUAL VENDOR FAIR


Cisco’s Social Media Handbook

http://bit.ly/CiscoSMHB


Organization

Web Site

cisco.com

Content

Sharing &

Rating

Forums

Social

Networks

Cisco

Blogs

Blogs

Home Base

Priority: 1

Time Budget: ~50%

Outposts

Priority: 2

Time Budget: ~40%

Passports

Priority: 3

Time Budget: ~10%

Listening Station

Tuning in to online Conversations

Always on Slide Credits: Chris Brogan


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


engage

measure

monitor

Measure

Analyze and track

conversations,

show business

impact

Monitor

Discover real-time,

relevant, impactful

conversations

Engage

Active dialog with

customers or

prospects, track/tag

comments for

further use


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

• 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.


socialmedia.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



BlogsSocial@Cisco


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

3DChallenge

Canada 25

FacebookIntegration

Cisco UMI

Recognition Program

Data Center Launch

Blog & Influencer Outreach

Community Health Market Perception Business Impact

Partners Engaged in Chat

Nearly 40K views, and engaged

in hundreds of discussions via

Twitter and Facebook

Cisco Support Community

Reaches 1M+ Users/Month

New Facebook App launched

200% Increased Engagement

for Data Center Launch

10K+ blog and video views

4M views: ISR2 “Future of

Shopping”

Viral in Facebook, esp in Asia,

Middle East

Networking Academy

surpasses 100K fans

Advocacy program lets the

users own the experience

Cisco crowdsources the next

Billion dollar idea

2800 participants

& 824 ideas

http://www.youtube.com/watch?v=ZwLyZDQC1EE&feature=player_embedded


Member ambassadors and Cisco moderators spreading the knowledge together

140k+ Turning Members into Ambassadors


A regularly scheduled video broadcast on Ustream with Cisco executives

and experts covering partner-focused topics.

Digital Marketing Awards

Finalist

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


Mexico

Winner: LifeAccount

www.cisco.com/iprize


Mobile + Social = Dramatic reachGame mechanics make the difference

Social graph expands rapidly online Next… Social CRM connects social to sales


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 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

http://www.socialmedia.cisco.com/

http://blogs.cisco.com/

http://www.youtube.com/Cisco

http://www.twitter.com/ciscosystems

http://www.facebook.com/Cisco

http://www.flickr.com/groups/cisco/


How Cisco Operationalizes Social Media for Repeated Success

Technology

cisco andor

cisco nexus smb

social media marketing

social media case studies

campaignyear social

product p1 issues

time budget

faith of partner p1