© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 111© 2010 Cisco and/or its affiliates. All rights reserved.

Social Media @CiscoSystems:Our Approach to Listening & Responding

LaSandra BrillSenior Manager, Digital & Social Media StrategyCisco Systems, Inc.

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The Social Ecosystem Has Changed How We Communicate and Collaborate

OrganizationWeb Sitecisco.com

ContentSharing &

Rating

Forums

SocialNetworks

CiscoBlogs

Blogs

Blogs

Home BasePriority: 1Time Budget: ~50%

OutpostsPriority: 2Time Budget: ~40%

PassportsPriority: 3Time Budget: ~10%

Listening Station Always onTuning in to online conversations

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Did You Know…

34% of Americans online have used social media to rant or rave about a company, brand, or product

38% aim to influence, 46% feel they can be brutally honest on the internet

Facebook fans are 28% more likely than non-fans to continue using a product

41% fans are more likely than non-fans to recommend to a friend

Harris Interactive, Harris Poll, June 2010Syncapse Corp, The Value of a Facebook Fan, June 2010

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Why Social Matters

• It is the new collaboration system between employees, customers and brands

• Most efficient listening and feedback-gathering channel available

• Accelerates word of mouth

BlogsMicromediaSocial NetworksVideo sharingGeolocationReviews & RatingsCustomer ServiceEventsWikisLive-castingPhoto sharingMusic sharingDocument sharingSocial Bookmarking

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What Is Listening?

Listening

Talking

Energizing

Spreading

Supporting

Embracing

“Groundswell” Social ObjectivesListening or “Monitoring” offers the ability to learn from what your customers are saying.

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Gaining insights to drive real business results…

Find Fans and Advocates

Discover Product Issues

Crisis / Risk Management

Product Development Feedback

Competitive Insights

Uncover Influencers

Sales Leads

Capture Industry Trends

Message Penetration

Benefits of Listening

Identify Emerging Themes

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Customer Listening & Engagement Journey

Operational

TraditionalExperimental

Impactful

Stage 5Fully Engaged

Stage 4

Stage 3

Stage 1Stage 2

• Dabbling in social listening occurs

• Initial understanding of conversation landscape

• Perceive potential benefits of listening

• Still disconnected to business operations

• Share insights broadly

• Key players/responders identified (i.e. product, marketing, support)

• Develop initial response process, start engaging

• Starts to be embedded in business operations

• Executive sponsorship

• Social listening and engagement drives real business results

• Cross-functional teams partner to listen, engage consistently and make changes based on insights

• Listening data matched with other data to provide real-time overall health of brand

• Customer understanding occurs via focus groups, surveys, or phone channel/support

• No concerted effort around social listening; possible skepticism about benefits

Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/

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Meet

Charlie: the Conductor

How does Cisco make listening actionable?

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Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team

Social Media Listening Center, Digital & Social Media

Marketing

Dedicated Team for Support Response & Engagement,

Technical Services

Listening LiaisonProduct/Solution Marketing, etc.

Listening LiaisonCrisis Comms, etc.

Listening LiaisonProduct/Solution

Mktg, etc.

Listening LiaisonPartner/Field Mktg, etc.

SMEs

SMEs

Charlie manages topic profiles and workflow centrally – but leverages an extended teams for action…

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Route messages to other teams

Executive ToursAnswer Questions

Build Employee Database

Reporting & AnalysisBuild Partner Database

Scan Social Mentions about Cisco

Identify and thank advocates

As the listening conductor Charlie has many responsibilities…

Monitor Competition

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he knows when competitive conversations spike and can tell us why

and is monitoring Cisco products, services and

brands for shifts in sentiment or emerging

themes

Most importantly he keeps an active pulse on the conversations…

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•Cisco Data Center Enters a New Market with Unified Computing (UCS)

Some teams have been known to use listening data to drive launch & content strategy…

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Charlie uses it to turn ranters into ravers…Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail

@CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff

@henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8

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He responds or routes customer questions & concerns…

Cisco responded to an Executive tweet asking a question about TelePresence.

• Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.

• Cisco calm fears and avoids any further public escalation of concerns on Facebook.

• The customer has since removed his negative comments from the Facebook wall.

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And even listens for sales opportunities…

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18This framework was built using the USAF Blog Triage

If he ever doesn’t know how to handle a situation, he references his social media response decision tree…

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Conversations

Metrics & Analytics

ContentContent Management• Video• Posts• Images• Links• Campaigns

Conversation Mgmt.• Listening/Insights• Multiple Users• Posts• Interactions• Comments• Campaigns

Metrics & Analytics• Impressions/Reach• Interactions• Shares/Trackbacks• Workflow

In fact Charlie leverages many tools to make his job easier and automate some processes…

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Global Cisco Tweets

Cisco Product Family Group 2

Cisco Product Family Group 2

SocialMiner Visualization

Word CloudTwitter

Influencers

The Social Media Listening Center is one of his favorites…it’s also a Change Agent for adoption.

Cisco Confidential 21© 2010 Cisco and/or its affiliates. All rights reserved.Chart Data Source: Radian6

Charlie also delivers monthly reports and analysis…

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He even developed a report framework for other teams to leverage…

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But the most important thing Charlie does is to remind us all….

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Social Listening - Key Takeaways

• Build your team & listening network

• Know how you are going to handle a situation

• Consider a Social Media Listening Center as a change agent

• Document your successes to prove your value

Thank you.