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

Cisco and the Social Web: Listening and Responding to Your Customers and Prospects

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

“We have two ears and one mouth so that we can listen twice as much as we speak.”

Epictetus, Greek Stoic philosopher, AD 55-c.135

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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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78% of 18-34 year olds,

71% of 35-44 year olds,

59% of 45-54 year olds use social media

25% are equally likely to share their dissatisfaction with a company, brand or product via social media

Harris Interactive, Harris Poll, June 2010

Did You Know…

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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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Listening Challenges and Goals

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

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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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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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1-Dec

5-Dec

9-Dec

13-D

ec

17-D

ec

21-D

ec

25-D

ec

29-D

ec2-

Jan

6-Ja

n

10-J

an

14-J

an

18-J

an

22-J

an

26-J

an

30-J

an3-

Feb7-

Feb

11-F

eb

15-F

eb

19-F

eb

23-F

eb

27-F

eb3-

Mar

7-M

ar

11-M

ar

15-M

ar

19-M

ar

23-M

ar

27-M

ar

31-M

ar0

2000

4000

6000

8000

10000

12000

The Conversations About Cisco

Chart Data Source: Radian6

Holidays

Cius/Verizonand IPTV

Earnings

Data Center Portfolio Expansion

Total volume of mentions

Virtualization

Video

Collaboration

Small Business

Consumer

Certification

Mobility / Wireless

Security

Routers & Switches

0 5000 10000 15000 20000 25000

Volume of mentions by topic Mentions by media type

MicroMedia54%

Blogs27%

Facebook9%

Forum Replies6%

Other5%

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Be Prepared…One Tweet Can Ignite a Crisis

A Job Seeker’s Tweet Our Response

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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.

No One Wants to be Put Down…

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Turning a Negative to a PositiveCisco 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

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

Sales and Lead Opportunities

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Engaging with Customers and PartnersNegative: Show we care, help resolve issues, turn sentiment to neutral/positive

Lead Opportunities: Product comparisons, “looking for XYZ”

Product Reviews: Influence others

Positive: Thank them, turn them into advocates

Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail

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: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8

CiscoSmallBiz: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8

Nice! I really like the "Download and Accept License" all in one click - good stuff

Nice! I really like the "Download and Accept License" all in one click - good stuff

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Finding InfluencersInviting Guest Bloggers to the Cisco SP Mobility Community

• Researched potential contributors and experts

• Reached out to solicit active bloggers in mobile industry

• Resulted in 6 strong contributors who posted regularly over 12-18 month period:

Posts received 36% of total views

Cisco Confidential 21© 2010 Cisco and/or its affiliates. All rights reserved.

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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Your Listening Team• “Conductor” or facilitator

Listen

Distribution and alerts

Workflow

• Subject Matter Experts

Product expertise

Train, i.e. Code of Business Conduct

• Reporter

Track and analyze results

Communicate broadly

Support

Hub

Marketing

Hub

Product

Hub

Facilitator

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Engagement Opportunity Framework

Marketing

Pre-Sales

Igniting Fans

Content Generation

Thought Leadership /

Trusted Advisor

Reputation Management

Product

Research Product Issues

Product Quality Issues

Gather Info for Product

Development

Provide Product Updates

Identify Gaps in Product Portfolio

Support

Resolve Issues and Answer

Support Questions

Critical Support Issues

Promote Cisco Support

Community

Crisis Management

Safety Issue

Website Errors or Problems

Highly Negative Post / Mentions of

Lawsuit

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Social Media Response Strategy

This framework was built using the USAF Blog Triage

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer

know action taken

Are the facts correct?

Gently correct the facts

No

No

No

Yes

Are the facts correct?

Does customer need/deserve more

info?

Yes

Explain what is being done to correct the

issue

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor

No

Yes

NoYes

Yes

Assess the message

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Your Personal Compass Has Not Changed

Read: Cisco’s Social Media Guidelines

You are responsible

Abide bythe rules

Add value

Be mindful Be honest

Be respectful Be yourself

Thank you.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27

Making it integrated…Gain insights on customer/partner sentiment by doing social listening. Helps provide direction for product development, marketing ideas, support issues, areas for focus and improvement.

Listen

Create

Share

Engage

Add value and tell stories about how technology can help small businesses in a blog or with video content to increase product consideration, improve relevance, gain trusted advisor status

Share content (blog posts, research reports, industry best practices, newsworthy items, social media releases, customer & how-to videos) on Twitter, Facebook, YouTube + Digg, Delicious, StumbleUpon

Impact perception by responding to social conversations - solve problems or correct inaccuracies, ignite fans and encourage advocates, gain referrals, demonstrate willingness to help.

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Getting to Insights• What relevant discussions are taking place?

• Is the conversation more prominent in a particular type of social media (blogs, message boards, social networks, etc.)?

• What key topics and themes are being discussed?

• Is the conversation fragmented or is there a clear leading voice(s)? Who are the leading voices? Is the media leading or hosting these conversations? Competitors?

• Does my organization have a voice in the conversation? Is anyone talking about us?

• Are our target audiences participating in this conversation?

• Are there any passionate fans of our issue or cause? What about detractors?

• “So what? How do all those answers add up in a meaningful way that will move us forward?”