How Cisco Operationalizes

Social Media for Repeated

Success
LaSandra Brill
Senior Manager, Social Media Marketing
@LaSandraBrill

February 9, 2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
 Two-Way Communication
Marketing in a (not one way)

Web 2.0 World

Build Communities (not web

Join the Conversation

(not just in your domain) Organic
(not paid)

Create a Relationship Integration

(not an event) (not interruption)

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
The Wild West of Social Media

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Building Cisco’s Social Village

Field Marketing / Business Teams

Pr
o
gr
am
Program Management

Ma
na
g
em R
A
en /
t PR
So
ci
al
Community Centralized

M
Managers CMO Team

ed
nt
me

ia
e

Te
ag

am
n
Ma

s
ram

Centralized
og
Pr

Corporate
Communications §Infrastructure
Team
§Process
§Policy
Participation §Best Practices
§Training
§Consultation
§Agency Services

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
 Social Media Marketing Center of Excellence
The Four Pillars of Our Organization

Social Media Enablement Social Media ManagementSocial Media Labs

Social Media Consulting

nSocial Media Listening nConsultation on Strategy §Brand Campaign nInnovation & integration
Program and Tactics Planning & Execution on Cisco.com
nSocial Media Playbook nConsulting on Tools and §Corporate Blog Program nMobile strategy &
nPlanning and Metrics Applications §Online Community integration
Templates nCase Studies and Best Program nSocial CRM
nSocial Media Practices §YouTube Community nOnline rewards &
Certification Program nBusiness Case Management badging
nMonthly Social Media Development nPolicies and Governance
Roundtables nHealth Assessment
§
nWorkshops & Summits n

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Our Journey:
Understanding Our Social Media Presence
campaign
press
release

interest
year

From Content by Platform #

Communities/Forums 61
§Campaign bumps Blogs 37
§Ad hoc, low governance Wikis 1

§Inconsistent strategy Facebook pages 79

Cisco YouTube channels 300
§Measuring activity
Twitter handles 108
§Transactions
Cisco social snapshot 5/1/10

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
 Our Goal:
Drive Business Value Through Integrated Social
Campaign & Strong Engagement Channels
value-add
content/services interest
campaign

year
social media base

From To

§Campaign bumps §Enduring assets

§Ad hoc, low governance §Social responsibility
§Inconsistent strategy §Planning discipline
§Measuring activity §Demonstrating impact
§Transactions §Ongoing engagement

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Our Strategy: How are we going to get there

PROGRAMS
Public Engagement
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy

SOCIAL BRAND Listening SOCIAL BUSINESS

(External) Focus (Internal)

Training
Tools & Process
Organization Models
Staff Resources / Allocation
Policies & Guidelines
Knowledge Sharing
Culture & Enablement
INFRASTRUCTIURE
INFRASTRUCTURE
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
Slide Credits: David Armano
 Social Media Center of Excellence
Internal Resource Center Allows for Scalability

Learn
about
policy

Downloa
d
resource
materials

Browse
social
media
case
studies

Join workshops and

events

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

CERTIFICATION PROGRAM

PRACTIONER ROUNDTABLES

Social Media Education VIRTUAL VENDOR FAIR

FUNCTIONAL DEEP DIVES

EVENTS & CONFERENCES

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
 Cisco’s Social Media Handbook
http://bit.ly/CiscoSMHB
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
 The Social Ecosystem Has Changed
How We Communicate and Collaborate

Content
Sharing &
Rating

Forums
Organization
Web Site
cisco.com Social
Networks Blogs

Cisco
Blogs

Home Base Outposts Passports

Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station
Tuning in to online Conversations
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Always on Slide Credits: Chris Brogan
 Listening Challenges & Goals
Social Media
Social
Customer
Groundswell Online press Media
Bloggers /
Marketing
Voice of the
Customer Influencers

Trade
press

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Active Listening—A Continuous Process
Monitor
Discover real-time,
relevant, impactful
conversations

Measure
Analyze and track
conversations, Engage
show business
impact Active dialog with
customers or
prospects, track/tag
comments for
further use

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Business Impact Through Active Listening
1) WW Technical Services Discovers Two
P1 Issues and BU Resolves
•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.
3) Tandberg Addresses Customer Concerns
Over Acquisition and Calm Fears
•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.
•
© 2010 Cisco and/or its affiliates. All rights reserved.
2) Small Business Uncovers Product
Issue and Restores Faith of Partner
•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.
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.
Cisco Confidential 15
Social@Cisco
socialmedia.cisco.com
Why…
§Create conversations with customers, partners, employees an
§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 16
Before….

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After…Cisco Branded Social Presence
• Social@Cisco
• Blogs • Facebook / Twitter

• Communities
• YouTube

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
 2010 Social Media Programs
Community Health Market Perception Business Impact
§Partners Engaged in Chat §200% Increased Engagement §Networking Academy
Nearly 40K views, and engaged for Data Center Launch surpasses 100K fans
in hundreds of discussions via 10K+ blog and video views Advocacy program lets the
Twitter and Facebook users own the experience
§4M views: ISR2“Future of
§Cisco Support Community Shopping” §Cisco crowdsources the next
Reaches 1M+ Users/Month Viral in Facebook, esp in Asia, Billion dollar idea
New Facebook App launched Middle East 2800 participants
& 824 ideas
§

NetAcad Cisco UMI

Data Center Borderless
Routermania CRS-3 Networks
Launch
Launch
Partners Chat TV Contest
Canada 25
myPlanNet iPrize

2010

User Integrated Blog & Advocacy 3D Recognition Facebook

Generated Serious social Live Video Crowdsourcing Influencer Program Challenge Program Integration
Conent Gaming media plan Streaming Contest Outreach

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
 Community Engagement
www.Facebook.com/cisconetworkingacademy
•Member ambassadors and Cisco moderators spreading the knowledge together

140k+ Turning Members into Ambassadors

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
Transforming Channel Communications
“Cisco Channels Chat”
A regularly scheduled video broadcast on Ustream with Cisco executives
and experts covering partner-focused topics.

§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
§

Digital Marketing Awards

Finalist

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
 Crowdsourcing: Cisco I-Prize
Winner: LifeAccount
Mexico
800 ideas
3 , 000
participants
156 countries
$250 , 000
prize money

© 2010 Cisco and/or its affiliates. All rights reserved. www.cisco.com/iprize Cisco Confidential 22
What’s Next…
B2B Trends That Matter in 2011
Game mechanics make the difference Mobile + Social = Dramatic reach

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

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
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

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
Thank You!

• Cisco Social Hub: @LaSandraBrill

• 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/

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26