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How Cisco Operationalizes Social Media for Repeated SuccessLaSandra BrillSenior Manager, Social Media Marketing@LaSandraBrill

February 9, 2011

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Marketing in a Web 2.0 World

Create a Relationship (not an event)

Organic (not paid)

Two-Way Communication (not one way)

Build Communities (not websites)

Integration (not interruption)

Join the Conversation(not just in your domain)

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The Wild West of Social Media

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Infrastructure Process Policy Best Practices Training Consultation Agency Services

Centralized CMO Team

Community Managers

Centralized Corporate Communications Team

Building Cisco’s Social Village

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Social Media Marketing Center of ExcellenceThe Four Pillars of Our Organization

Brand Campaign Planning & Execution

Corporate Blog Program

Online Community Program

YouTube Community Management

Policies and Governance

Consultation on Strategy and Tactics

Consulting on Tools and Applications

Case Studies and Best Practices

Business Case Development

Health Assessment

Social Media Listening Program

Social Media Playbook Planning and Metrics

Templates Social Media

Certification Program Monthly Social Media

Roundtables Workshops & Summits

Social Media ConsultingSocial Media Consulting

Social Media EnablementSocial Media Enablement

Social Media ManagementSocial Media Management

Innovation & integration on Cisco.com

Mobile strategy & integration

Social CRM Online rewards &

badging

Social Media LabsSocial Media Labs

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Our Journey: Understanding Our Social Media Presence

Content by Platform #

Communities/Forums 61

Blogs 37

Wikis 1

Facebook pages 79

Cisco YouTube channels 300

Twitter handles 108

campaign

interest

year

press release

Cisco social snapshot 5/1/10

Campaign bumps

Ad hoc, low governance

Inconsistent strategy

Transactions

Measuring activity

From

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campaign

value-add content/services

social media baseyear

interest

Our Goal: Drive Business Value Through Integrated Social Campaign & Strong Engagement Channels

From

Campaign bumps

Ad hoc, low governance

Inconsistent strategy

Transactions

Measuring activity

To

Enduring assets

Social responsibility

Planning discipline

Ongoing engagement

Demonstrating impact

Our Strategy: How are we going to get therePROGRAMS

INFRASTRUCTIURE

Listening Focus

INFRASTRUCTURE

SOCIAL BRAND(External)

SOCIAL BUSINESS(Internal)

Public EngagementMarketing

Customer ServiceCommunications

EventsCampaignsAdvocacy

TrainingTools & Process

Organization ModelsStaff Resources / Allocation

Policies & GuidelinesKnowledge Sharing

Culture & Enablement

Slide Credits: David Armano

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Social Media Center of ExcellenceInternal Resource Center Allows for Scalability

Learn about policy

Downloadresourcematerials

Browse social mediacase studies

Join workshops and events

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Training at All Levels

CERTIFICATION PROGRAM

PRACTIONER ROUNDTABLES

FUNCTIONAL DEEP DIVES

EVENTS & CONFERENCES

Social Media Education VIRTUAL VENDOR FAIR

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Cisco’s Social Media Handbook http://bit.ly/CiscoSMHB

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The Social Ecosystem Has ChangedHow We Communicate and Collaborate

OrganizationWeb Sitecisco.com

ContentSharing &Rating

Forums

SocialNetworks

CiscoBlogs

Blogs

Home BasePriority: 1Time Budget: ~50%

OutpostsPriority: 2Time Budget: ~40%

PassportsPriority: 3Time Budget: ~10%

Listening StationTuning in to online ConversationsAlways on Slide Credits: Chris Brogan

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Today’s Challenge

• Multiple conversations from multiple channels

• Diverse and fragmented• Disruptive force spreads news

rapidly (good and bad)

Relevant Insights

• Deep customer insight, market trends, competitive intelligence

• Ability to influence and drive the business

• Data collection, data analysis, insight delivery

Customer Groundswell

Social Media

Online press

Voice of the Customer

Bloggers / Influencers

Trade press

Listening Challenges & Goals

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Active Listening—A Continuous Process

engage

measure

monitor

MeasureAnalyze and track conversations, show business impact

MonitorDiscover real-time, relevant, impactful

conversations

EngageActive dialog with

customers or prospects, track/tag

comments for further use

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2) Small Business Uncovers Product Issue and Restores Faith of Partner

1) WW Technical Services Discovers Two P1 Issues and BU Resolves

3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears

Business Impact Through Active Listening

• 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.

• 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.

• 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.

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.

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Social@Ciscosocialmedia.cisco.com

Why… Create conversations with

customers, partners, employees and the public

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

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Before….

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Facebook / Twitter

YouTubeCommunities

BlogsSocial@Cisco

After…Cisco Branded Social Presence

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2010

TV Contest

Serious Gaming

Video Contest

myPlanNet

CRS-3

Integrated social media plan

NetAcad

Advocacy Program

Partners Chat

Live Streaming

iPrize

Crowdsourcing

Routermania

User Generated Conent

Borderless Networks Launch

3D Challenge

Canada 25

Facebook Integration

Cisco UMI

Recognition Program

Data Center Launch

Blog & Influencer Outreach

Community Health Market Perception Business Impact

Partners Engaged in ChatNearly 40K views, and engaged in hundreds of discussions via Twitter and Facebook

Cisco Support Community Reaches 1M+ Users/MonthNew Facebook App launched

200% Increased Engagement for Data Center Launch10K+ blog and video views

4M views: ISR2 “Future of Shopping” Viral in Facebook, esp in Asia, Middle East

Networking Academy surpasses 100K fansAdvocacy program lets the users own the experience

Cisco crowdsources the next Billion dollar idea2800 participants & 824 ideas

2010 Social Media Programs

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Member ambassadors and Cisco moderators spreading the knowledge together

140k+ Turning Members into Ambassadors

Community Engagementwww.Facebook.com/cisconetworkingacademy

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Transforming Channel Communications “Cisco Channels Chat”

A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics.

Digital Marketing AwardsFinalist

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

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800 ideas3,000 participants156 countries$250,000 prize money

Mexico

Crowdsourcing: Cisco I-PrizeWinner: LifeAccount

www.cisco.com/iprize

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What’s Next…B2B Trends That Matter in 2011

Mobile + Social = Dramatic reachGame mechanics make the difference

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

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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

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Thank You!

• Cisco Social Hub: 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/

@LaSandraBrill

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