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The Cisco Social Journey Continues From Operations to Intelligence and Innovations LaSandra Brill Senior Manager, Social Media Marketing @LaSandraBrill
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Marketing in a Web 2.0 World
Create a Relationship (not an event)
Earned (not paid)
Two-Way Communication (not one way)
Build Communities (not websites)
Integration (not interruption)
Join the Conversation (not just in your domain)
PROGRAMS
INFRASTRUCTIURE
Listening Focus
INFRASTRUCTURE
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
Public Engagement Marketing
Customer Service Communications
Events Campaigns Advocacy
Training Tools & Process
Organization Models Staff Resources / Allocation
Policies & Guidelines Knowledge Sharing
Culture
Slide Credit: David Armano
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CDO Partnering on social engagement
& innovation
IT Integrating platforms for social
intelligence Corp Comm Bridging the gap through the social media advisory board
Theater Teams Shared service for global rollout
CMO & Field Marketing Embedding social into all marketing activities and customer touch-points
Sales/Services Social intelligence and customer insight
Global Social Media
Marketing
CMO & Field
Marketing
Corp Comm
Theater Teams
Sales / Services
CDO
IT
SM Listening & Insights SM Enablement SM Consulting SM Management SM Labs
“Core” Social Media Organization/Roles
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Game Mechanics Drive User Behavior
Social Graph = Greater Intelligence
Social Scoring & Social CRM leads to predictive
modeling
Leading with Voice of the Customer
Video Facilitates the Purchasing Process
SoLoMo-Glo = Dramatic Reach
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Increase user engagement and loyalty Foster community growth Recognition and rewards (celebrate success) Generate viral marketing reach Support campaigns/promotions Measure engagement, growth and reach Integration across various Cisco properties
Gartner Gamification Report 2011
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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.
WW Technical Services Discovers Two P1 Issues and BU Resolves
• 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.
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Ads Engine
Offers Engine
Personalization Engine
Auto-Populate
Registration Forms
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Socially targeted, mobile accessible, locally relevant
• Mobilize social content: blogs, communities & rewards
• Deliver locally relevant content via apps
• Define best practices around social integration into the mobile strategy
• Develop integrated web & social video strategy • Align videos throughout the customer journey • Focus on storytelling • Establish video as key lead and traffic driver
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“CRM is no longer just a model for managing customers but one of customer engagement.”
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Game Mechanics Drive User Behavior
Social Graph = Greater Intelligence
Social Scoring & Social CRM leads to predictive
modeling
Leading with Voice of the Customer
Video Facilitates the Purchasing Process
SoLoMo-Glo = Dramatic Reach
Cisco Confidential 13 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 © 2010 Cisco and/or its affiliates. All rights reserved.
• 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 [email protected]
Thank you. Thank you.
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Stage 1 Traditional
Stage 3 Operational
Stage 5 Fully Engaged Stage 4
Measurable Stage 2 Experimental
Independent channels serve largely as push vehicles and have no cohesive strategy. Measurement isolated to individual platforms and is not used to drive improvement.
Initial connections between traditional web, social and mobile surface. Channels lack common content, listening or measurement strategies. Audience experience increasingly convoluted.
Platform-for-purpose approach where each channel serves a specific role in the engagement funnel. The audience experience is consistent and intuitive. Digital stewardship spans the business.
A common measurement framework spans online channels and demonstrates quantitative impact. Investment mix recalibrated based on business impact and priorities as opposed to emotions.
A cohesive end-to-end audience experience purpose-built with the customer in mind. A 360-degree view of the customer enables predictive engagement tactics. Marketing organizations are quick to refine tactics based on real-time intelligence
Slide credit: Ant’s Eye View