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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
© 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
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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
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13,000,000 articles on Wikipedia in 200 languages
Our customers are doing this..…..
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In so many places……
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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
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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
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Over 1.2 million followers!
Cost = $0
1 Presence
Twitter Microblogging with Impact
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Over 5,000 followers
In 5 months
Cost = $0
1 Presence
Twitter Local Conversations
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>100% increase in followers
1 Presence
Integration Social Media advertising: Google Feedburner ad unit extends reach
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5,908 video views
Cost = $0
1 Presence
You Tube: leveraging corporate video in social media
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2 Influencers Focus on the Relevant Conversations
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Identify: " Top Communities " Top Influencers
2 Influencers Where are they Happening?
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50,000 views 23,000 comments
2 Influencers
Drive Engagement Digital Cribs: Heaven or Hell video competition
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Integrate all SM
channels
3 Listen
Corporate Blogs: engaging customers in conversation
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! 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
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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
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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)
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Nobel Peace Prize Campaign Results ! Bit.ly URL Tracking
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
© 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
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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
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Influencers Listening Measure Presence
Engage Amplify Interact Adapt
Social Media
Social Media Marketing is Customer Centric Marketing
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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
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!