Measuring Social MediaThe Journey Continues

Stephanie MarxSocial Media Marketing Manager

Cisco Borderless Network ArchitectureA New Architecture Powered by a New Innovation

Cisco Borderless Network ArchitectureA New Architecture Powered by a New Innovation

Business:– Brand new vision, complements Cisco Collaboration & Virtualization Architectures– Next-gen best selling Cisco Integrated Services Routers Generation 2 (ISR G2)

Customer Values: – Video-Ready Architecture: New media-service engine & enhanced performance– Service Virtualization: Revolutionary srvcs delivery w/Cisco Services Ready Engine– Operational Excellence: Operation simplicity, green innovation, investment protection

Launch Goals: – Create momentum and buzz around Cisco’s new vision and products– Drive attendance for global virtual broadcasts across three different time zones

– Increase online ‘share of voice’: generate conversation and increase followers, participation & engagement in Cisco’s social communities

Launch Strategy:Use social media and video to create buzz and build a community that is excited about Cisco’s innovative products

CiscoGeeks, CiscoSystems, proliferation via other Cisco accounts incl. global

Cisco, Routers, Switches pages

Sep Oct Nov

Building Pre-Launch Buzz and Driving Registration to Launch Event

Building Pre-Launch Buzz and Driving Registration to Launch Event

TechWise Show

PR/Blogger Outreach Social Media Release

Launch page w/embedded Twitter feed

Cisco Web

Innovation blog series of teaser/vision postsCisco Blogs Launch Announcement

Pre, during, post, social media monitoring

launch

Virtual launch event registration

Influencer Analysis & Outreach

Monitoring

Link sharing: teaser videos, event registration page

Leak discovery, volume, message resonance, engagement opportunities

Teaser/Vision Videos: Retail, Healthcare, Education

Key Results, Findings and Lessons Learned

1. Social media drove 17% of traffic to Launch Event page- 61% from Teaser videos, 19% from Twitter, 13% from Facebook,

7% from other channels (Cisco Blogs, StumbleUpon, Reddit, etc.)

2. “The Future of Shopping” teaser video was viral hit- At launch 1.2 million views across YouTube & Metacafe (To date 3.6M)

3. Strong buzz generated in social media about Borderless Networks and ISR G21. 1,700 posts about the launch2. 12% were original (i.e. op-ed) about launch and technology

• Successful transition of @CiscoGeeks Twitter to broader Networking audience- 26% follower growth in six weeks

1. Comprehensive monitoring discovered partner leaks pre-launch and highlighted key posts for response post-launch1. 5 partner leaks were mitigated with immediacy2. ISR SME’s responded to 10 posts in social media with positive feedback

Key SuccessesKey Successes

Borderless Networks Launch:“The Future of Shopping” Video

Borderless Networks Launch:“The Future of Shopping” Video

Generate buzz for upcoming launch event

Drive traffic to event registration

Objective Vision videos created depicting

possible consumer experiences enabled by Borderless Networks

Syndicated videos to YouTube and 6 other video networks

Video description and annotation drive to event page

How

1.6 million video views at launch (3.6M to date)

Videos generated 11% of event traffic

Results

B2B Magazine 2010 Social Media Marketing Awards: Best Viral Video

Why did “The Future of Shopping” Go Viral?Why did “The Future of Shopping” Go Viral?

While we can initiate momentum for a video,

videos go viral because of great content.

Content Learnings “Wow” factor happens immediately grabbing viewers attention.

- Traditional storytelling typically teases then reveals at the end. This very rarely works online.

Light-hearted, upbeat, and focused on a consumer experience everyone can relate to. People are more willing to share a light-hearted video.

The Future of Shopping The Future of Healthcare The Future of Teaching

Monitoring FindingsMonitoring Findings

There was viral distribution of launch messages. Cisco partners & friends were active in pushing messages to their followers.

Most conversations were not deep. Majority of social media posts linked to major launch news or marketing content with very little in-depth discussion of key technology features or product improvements.

The high-value, in-depth conversations occurred mostly in technical forums and subset of blogs. Heavy viral distribution of basic marketing messages occurred in Twitter, video sites, and blogs.

Five Keys for Next Time…Five Keys for Next Time…

1. Continue “The Future of…” video theme and focus on consumer experiences

2. Expand network of Cisco’s partners and enthusiasts to spread & spawn content, and reach target audiences

3. Create more content explaining technical advancements and breakthroughs

4. Commit to ongoing process for monitoring and response in “high-value” conversations in blogs and forums

5. Migrate Cisco Routers Facebook group to a Borderless Networks page to enable better message distribution to fans

Developing a Measurement Framework

MethodologyMethodology

Design and internally test a survey

Distribute and collect responses

Facilitate working sessions for in-person polling

Aggregate and analyze the data

Perform a read-out to validate data and encourage challenges

How do you define Success?How do you define Success?

30% of Respondents Cited Audience Engagement as a measure of success

Guide to Using the FrameworkGuide to Using the Framework

Do you have a Plan: objectives, goals, strategy?

How to measure against your strategic goals?

How will your metrics support your initiative?

Use the framework as a reference & to stimulate ideas as you develop your measurement strategy:

– Map to relevant Goals, Key Performance Indicators, Tools

– And/or create your own using the same approach

"You get what you measure. Measure the wrong thing and you get the wrong behaviors."- John H. Lingle