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Cisco Marketing Social Media

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Presentation at Connected Women seminar in February 2010
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© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID Social Media Marketing: The Customer Centric Approach
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Page 1: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

Social Media Marketing: The Customer Centric Approach

Page 2: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 2

Why Social Media Marketing?

Link til Video; Socionomics http://www.youtube.com/watch?v=sIFYPQjYhv8

Page 3: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 3

And a bit more recent... !  There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each

week on Facebook

!  There are now 11m LinkedIn users across Europe.

!  Towards the end of last year, the average number of tweets per day was over 27.3 million

!  The average number of tweets per hour was around 1.3m

!  More than 700,000 local businesses have active Pages on Facebook.

!  Purpose-built Facebook pages have created more than 5.3bn fans.

!  15% of bloggers spend 10 or more hours each week blogging, according to Technorati's new State of the Blogosphere.

!  At the current rate, Twitter will process almost 10bn tweets in a single year.

!  About 70% of Facebook users are outside the USA

!  India is currently the fastest-growing country to use LinkedIn, with around 3m total users.

!  More than 250 Facebook applications have over a million combined users each month.

!  70% of bloggers are organically talking about brands on their blog.

!  38% of bloggers post brand or product reviews.

!  More than 80,000 websites have implemented Facebook Connect since December 2008 and more than 60m Facebook users engage with it across these external sites each month.

http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited

Page 4: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 4

13,000,000 articles on Wikipedia in 200 languages

Our customers are doing this..…..

Page 5: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 5

In so many places……

Page 6: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 6

And they expect us to participate…..

of social media users believe a company should have a presence in social media

Believe they should interact

Cone Business in Social media study

Page 7: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 7

2 Influencers

!  Branded SM channels (Twitter, YouTube, Facebook, LinkedIn, etc.)

!  Publish content !  Integrate across

channels (RSS feeds) !  Promote campaigns

& events

!  Research !  Focus !  Engage !  Stimulate with competitions

!  Measure conversation impact

1 Presence

!  Active - develop platforms for customer conversations

!  Passive – monitor conversations

Getting Started Multiple Approaches

3 Listen

4 Measure

Page 8: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 8

Over 1.2 million followers!

Cost = $0

1 Presence

Twitter Microblogging with Impact

Page 9: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 9

Over 5,000 followers

In 5 months

Cost = $0

1 Presence

Twitter Local Conversations

Page 10: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 10

>100% increase in followers

1 Presence

Integration Social Media advertising: Google Feedburner ad unit extends reach

Page 11: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 11

5,908 video views

Cost = $0

1 Presence

You Tube: leveraging corporate video in social media

Page 12: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 12

2 Influencers Focus on the Relevant Conversations

Page 13: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 13

Identify: " Top Communities " Top Influencers

2 Influencers Where are they Happening?

Page 14: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 14

50,000 views 23,000 comments

2 Influencers

Drive Engagement Digital Cribs: Heaven or Hell video competition

Page 15: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 15

Integrate all SM

channels

3 Listen

Corporate Blogs: engaging customers in conversation

Page 16: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 16

!  2,500 participants !  1,200 ideas !  Public voting !  Global team

collaboration !  Winner created new

Cisco Business unit

3 Listen

Crowdsourcing: Customer led new product innovation

Page 17: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 17

3 Listen

Virtual Events & Communities: blends content, video and conversations

!  200 Euro/ 1 year access

!  3,566 registered users !  2.2 visits per user !  20 downloads per user

Page 18: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

Nobel Peace Prize Campaign Summary !  Activity started: 1 December 2009

!  Twitter – tweets were written and circulated for all Cisco and personal accounts to distribute including Bit.ly tracking URLs and hashtag: #PeaceConcert

!  Twitter – live concert coverage was tweeted by @CiscoNorway, @Padmasree, @sibbo77, @Meg_Granger and @kmyrvold

!  YouTube – 5 videos were circulated

!  Business Social Networks – LinkedIn, Xing and Viadeo. Event was listed on all 3 networks.

!  Blogs

!  Facebook – an event was setup on the main Cisco fan page directing visitors to the Nobel Peace Prize Concert.

!  Hashtag - #PeaceConcert was created internally, the tag was used by non-Cisco employees/vendors. Good result.

!  Activity ended: 11 December 2009 midnight (GMT)

Page 19: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

Nobel Peace Prize Campaign Results !  Bit.ly URL Tracking

Twitter

Pre concert activity = 516 clicks

11 December concert activity = 785 clicks

Business Social Networks

LinkedIn = 29 clicks

Viadeo = 18 clicks

Xing = 13 clicks

YouTube = 20 clicks

MySpace = 4 clicks

Facebook = 6 clicks

Blogs = 1 click

#PeaceConcert = 1076 clicks on 11 December (result includes Twitter Bit.ly activity on 11 December of 785 as detailed above),.

Total Bit.ly clicks: 1684

3 Listen

Page 20: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

4 Measure Measure: Cymfony Monitoring Tool

What does it do? !  Scan various data sources for

keywords and key phrases

!  Display real-time reporting

!  Drill-down to actual articles/posts

From what sources? !  Blogs & Discussion Boards/

Forums

!  Microblogs (e.g. Twitter)

!  Video and Image text

!  Voting & Bookmarking activity (e.g. Digg, Deli.icio.us)

!  Internal Feeds – blogs, discussion groups, customer support

!  Traditional Press

What does it tell you? !  Volume !  Share of voice !  Sentiment !  Who & Where !  Key Themes

Page 21: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 22

Virtual All Hands

Innovation Europe

C-Vision: Cisco’s YouTube

Cisco Directory: Facebook for the Enterprise

will be to organisations what social networks are to consumers Collaboration Networks

Virtual All Hands Innovation Europe

C-Vision: Cisco’s YouTube Cisco

Directory: Facebook for the Enterprise

Page 22: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

Influencers Listening Measure Presence

Engage Amplify Interact Adapt

Social Media

Social Media Marketing is Customer Centric Marketing

Page 23: Cisco Marketing Social Media

24 24 © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

Page 24: Cisco Marketing Social Media

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID

25

We see social media, such as blogs, as a great way to build your business and tap into the ideas and input of people using your products. !

Carlos Dominguez, !Senior Vice President in Cisco’s Office of the Chairman of the Board and CEO"

“!”!

September 28th, 2009

10 Fortune 500 Companies Doing Social Media Right!

1.  Office Max!

2.  Newell Rubbermaid!

3.  Cisco!4.  Texas Instruments!

5.  INTEL!

6.  Dude Energy!

7.  SeaGate!

8.  EMC!

9.  DirecTV!

10.  FedEx!


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