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This presentation was created for customer executive briefings who want to learn more about Cisco and the social web and how we have adopted social media to connect with customers, partners and employees.
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© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 1
Cisco and the Social Web Our Adoption and Evolution
LaSandra Brill Sr. Manager, Global Social Media March 2010 [email protected] Twitter: @LaSandraBrill
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 2
Agenda
An Introduction to Social Media
Cisco’s Social Media Journey
Lessons Learned
Key Takeaways
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 3
Business 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)
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 4
Social Media = Increased Revenue
Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average.
Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb”
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 5
The Conversation Prism: The New Communications and Social Landscape
Source: Conversation Prism by Brian Solis, www.briansolis.com
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 6
Creators (27%)
Critics (29%)
Collectors (29%)
Joiners (69%)
Spectators (69%)
Inactives (23%)
Conversationalists (37%)
The Ladder of Participation
Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 7
Becoming a Conversationalist Social Media Organization of the Future
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 8
Cisco’s Social Media Journey
8
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 9
LISTEN to the conversation
PREPARE: Business
process change
ENGAGE and apply learning
Meaningful Participation
Cisco Social Media Strategy Participation is the Currency of the New Economy
Joining the Conversation Employee
and Customer Listening
Strategy and
Alignment
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 10
Your Personal Compass Has Not Changed
Be Responsible
Abide by the Rules
Be Mindful
Be Respectful
Add Value
Be Honest
Be Yourself
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 11
Social Media at Cisco
108 Cisco feeds with 200k followers, up 60%
Top exec: P. Warrior 1.5M+ followers
79 Cisco groups with 85k fans, up 29% 16k employees on
Cisco group
20 external blogs 500k views/qtr # comments
up 164%
300+ photos 400k views, up 100% Top set: Cisco Live
(2k views)
1K+ videos 2.2M views Top video:
Future of Shopping (1M views)
350+ podcasts 200k streams
Rated 5 stars on iTunes!
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 11
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 12
Blogging at Cisco
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 blogs with
communications campaigns
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 13
Market Awareness Public Q&A Using Video + Twitter + Blog
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 14
Connect on Twitter Customers, Partners, Analysts, Press
Amplify Cisco’s Voice
Share insights
Get feedback
Share information
200K+ followers
60% avg. monthly growth
14
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 15
Respond to the Public
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 16
New Ways to Engage with Partners
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 17
Hosting Events via Twitter: “Tweetup” Turn Online Connections into Real World Events
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 18
Live Customer Polling Via Twitter @CiscoLive
41% of participants in twitter poll selected collaboration as top message during J. Chambers’ keynote
50% of subscribers participated in twitter poll during P. Warrior’s keynote
84% of respondents in a poll liked Cisco’s use of twitter at Cisco Live!
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 19
Customer Tweets at Cisco Live
“Cisco just demonstrated throwing a call from one iPhone to another using 2.0 firmware, very awesome.”
“wow @CiscoLive you are making me think Cisco kinda gets social media and web 2.0.”
“Cisco innovation keynote by Warrior CTO of Cisco is engaging. She has mentioned Twitter 6 times.”
“Listening to some VERY smart people here at Cisco gig talking about emerging markets - these guys are impressive.”
“Power of Collaboration ... enabled by the Network! The speech was good and it looks like Cisco has a great vision! #ciscolive.”
“Lots of play-by-play tweeting occuring at JC’s keynote -- tag with #ciscolive -- exciting energy here in Orlando!”
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 20
Community Engagement
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 21
The Proof is in the Numbers Integrated Social Media Launch Strategy
CRS-1 Launch Approach: traditional, physical event
Travel: required extensive audience travel to San Jose, CA
Size: 100+ attendance in 100 countries
Coverage: 87 articles, 135 press attended events
Cost: $20,000+ in airport car service alone
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10
Virtual, Viral and Visual—Leveraging Web 2.0 technologies
No travel ─saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas
Global: 7,000+ attendance in 128 countries
245 articles, 1000+ blog posts, 45M+ impressions
ASR 1000 Launch
Cost less than ONE-SIXTH of CRS-1 launch expense
21
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 22
Cisco’s Social Media Journey Evolving our Launch and Event Strategy
2007 2009 2008
Nexus Launch
ASR 1000
Digital Cribs
ASR 9000
Unified Computing
Borderless Networks
Collaboration Digital Cribs 2 CES
Go-to-Market Using Blogs
Buzz + Monitoring
Consumer Generated Media
Contest
Integrated Social Media
Plan
Social Media Feed Page,
Live Blogging
Buzz/Leak Management
Twitter Contest
Facebook Viral Video
Global, Channel Social Plans
$250K Savings Data Center blogging vs. traditional media
ASR 1000 Launch 6x less expensive Reached 90X more people
Reduces Cost Participants from 116 countries
Virtual ASR 9000 launch event
1.6M Video Views: ISR2 “Future of Shopping” “Viral” in Facebook, esp in Asia, Middle East
Extends Reach 1.4M+ Padmasree Twitter
Followers Viral growth through thought leadership
Digital Cribs 60,000+ views, 23,000+ comments
Engages Customers
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 23
Social Media Launch Schedule
Cisco Twitter
Cisco Blogs
Other NWS Communities
Blog/Twitter Monitoring & Response
3rd Party Blogger & Influencer Engagement
Influencers At Event
Twitcam Interview
Facebook Outreach
Distribute videos on YouTube and TubeMogul
Social Media Monitoring Launch – 10/26
Influencer Analysis
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 24 24
Entirely Virtual 6 locations:
Canada, Israel, United Kingdom, North Carolina, Texas and live in San Jose, CA
11,000+ watching
Cisco Company Meetings
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 25
Reverse Mentoring Program: Leveraging our Gen Y Workforce to Prepare our Executives for Web 2.0
Web 2.0 Summit, Gen Y Panel, June 2009
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 26
Communication Is the First Step to Change Management
Learning Home Page
Workshop Schedule
Learning Discussion
Forum
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 27
Lessons Learned
27
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 28
Learning the Hard Way
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 29
Key Takeaways
29
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 30
Key Takeaways
Listen to the conversation Engage…join relevant social networks to connect
with colleagues/customers Experiment…try new ways to interact with your
customers and see what works Track your success (Measure hits,
engagement, conversations) Be relevant to the message
and medium Be yourself and have fun
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 31
Resources
News@Cisco: http://newsroom.cisco.com
Cisco Blogs: http://blogs.cisco.com
YouTube: http://www.youtube.com/Ciscovid; http://www.youtube.com/CiscoPR
Twitter: http://www.twitter.com/ciscosystems
Facebook: http://www.facebook.com/Cisco
Flickr: http://www.flickr.com/groups/cisco/
© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 32