Social Media Communications at Cisco

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Social Media Communications @ Cisco

Autumn Truong

Sr. Manager, Social Programs & Communities

@autumntt

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The NetworkA social technology news site dedicated to producing engaging multimedia content about industry trends, innovation and best practices developed by a creative team of seasoned journalists, editors and artists with the goal of driving conversation among key influencers.

TheNetwork.cisco.com

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Content and Editorial ApproachContributing Writers Program:• 10 + professional journalists

and academics producing 1-2 stories a week

Curated Content:• Videos, digital assets, etc.

are regularly featured

Original Content produced by The Network team:• Regular multimedia

series• Interactive animation• Videos• Blogs

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REPUBLISHEDStories republished on third party outlets

LOCALIZEDProcess in place to translate content intolocal languages

RECOGNIZEDAwarded and nominated for multiple industry awards.

SOCIALIZED Approximately 100% growth Y/Y across Cisco corporate social channels

The Corporate Newsroom Redefined.

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Social Programs for Global Corp Comm.• Raise awareness around social media innovation and best

practices

• Educate and up-level social media skills

• Create processes to maximize social media adoption and impactThought

Leadership

•Awards•Editorial/Content placement•Speaking opps•Social Media Influencer (SMI) engagement

Social Amplification

•The Network content•Company Priorities •Brand campaigns •Press announcements

Exec Social Bios

•Extend voice of leadership team•Aggregation of exec content •Amplification

Global •Content distribution process across theaters•Social activation process •Theater pages

Training•Public Relations•Investor Relations•Community Relations •Analyst Relations•Global

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Social Communities

COMMUNITY MANAGEMENT

EXPERIMENTATION

CONTENT REPOSITORY

• Community management of corp. channels – Amplification, engagement, campaigns, platform innovation, etc.

• Represent corporate voice from various perspectives – The Network, press announcements, culture, campaigns, etc.

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Twitter Facebook LinkedIn0

50,000

100,000

150,000

200,000

250,000

20102011

Approximately 100% growth Y/Y across Cisco corporate social channels

Social Media Channel Growth Y/Y

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2011 Top Brands on Twitter: Cisco #1

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Facebook: Cisco SuperFan Spotlight

• SuperFan of the Month chosen for volume and quality of engagement

• SuperFan of the Year chosen by community

Recognition • Corporate Inklings: Facebook B2B: How To Do It Right • HubspotBlog: “6 Ways B2B Companies Are Using Facebook” • Bloggertone: 20 Examples of Effective B2B Facebook Pages • EzineArticles: “Tips to Boost Your Business with Facebook” • Smart Insights: B2B Facebook Pages • Paulgillin.com: “Cisco Does Facebook Right

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Cisco’s Global Social Footprint

Asia Pacific, Japan, Greater China

U.S., Canada, and Latin America

Europe, Middle East and Africa

Twitter: 92 Facebook: 76LinkedIn: 1,400

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UPDATED TOOL COMING SOON• Increase reach of content across social (exec social bios, exec Twitter handles, etc.)• More targeted content for global social channels (Weibo, Vkontake, etc.)• More alignment with global in planning process (revised Tiger Team and process)

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Executive “Social” Bios

Selection Criteria At least SVP or above Blogs at least once a month Has a personal or group Twitter account

3-Step Process1. Create2. Train3. Measure

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Exec Social Bio Page Metrics

More activity = more views

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What’s Next

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Content Strategy

Why hire brand journalists?• Experienced content creators• Understand audience interest and needs• Provide a balanced perspective

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Twitter: New Company Profile

• Graphic Banner• Pinned Tweet• Promoted Tweet

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Facebook Timeline

• More visual storytelling• New cover photo provides free ad/promo opportunities • Highlight company milestones

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LinkedIn: content targeting, engagement metrics, advocates

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StumbleUpon: Organic, Branded, Paid

Demographic Data• 22 million “stumblers”, 5 million active • 40 million stumbles per/day• 55% male, 45% female • 76% are 18-24 years old• Users spend avg. 7 hrs/month vs. 5.3 on Facebook• Users spend avg. 69 minutes each session• Users spend avg. 72 seconds per content

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How Do Users Find Brand Content on StumbleUpon?

Organically

Brand Channels

Establish aCiscobrand presence on StumbleUpon and directly engage our audience with our specific content.

Paid Discovery

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Good content for StumbleUpon

Quizzes

Videos

Informative/Educational

Content

“Educate, Entertain, Enlighten, Inspire”

Infographics

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“Pinning” Your Content

•Targeted boards: Infographics, white papers, events, executives and company culture•A “Daily Pin” to be shared on Facebook and Twitter•Video Pinning: product tutorials and demos

Demographic Data•10.4 million registered users• 64.8 % of users are in U.S. (popular in English speaking countries)• 97% of users are women (Mid West and Southeast)• In UK, 56% of Pinterest users are male• Users spend avg. 1.17 hours (more than Twitter, LinkedIn and Google+)

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My Closing Thoughts: Leading with Social

• Listen and know where your audience is

• Experiment and take risks

• Add social media to your overall communications/PR strategy

• Define your KPIs upfront

Thank you.