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The Cisco Social Journey Continues
From Operations to
Intelligence and Innovations
LaSandra Brill
Senior Manager, Social Media Marketing
@LaSandraBrill




© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   1
Two-Way
                                                                                              Communication
                     Marketing in a                                                           (not one way)

                     Web 2.0 World
                                                                                                       Build
                                                                                                       Communities
                                                                                                       (not websites)



                                           Join the Conversation
                                           (not just in your domain)                                    Earned
                                                                                                        (not paid)



                                                                       Create a
                                                                       Relationship     Integration
                                                                       (not an event)   (not interruption)




© 2010 Cisco and/or its affiliates. All rights reserved.                                                     Cisco Confidential   2
PROGRAMS
                   Public Engagement
                        Marketing
                    Customer Service
                    Communications
                         Events
                      Campaigns
                        Advocacy




SOCIAL BRAND           Listening              SOCIAL BUSINESS
  (External)             Focus                    (Internal)


                         Training
                     Tools & Process
                  Organization Models
               Staff Resources / Allocation
                  Policies & Guidelines
                   Knowledge Sharing
                         Culture
                  INFRASTRUCTIURE
                  INFRASTRUCTURE
                                                    Slide Credit: David Armano
“Core” Social Media
                                                                                                                    Organization/Roles
                                                                                                                   SM Listening & Insights
                                                    CMO & Field Marketing                                          SM Enablement
                                    Embedding social into all marketing                                            SM Consulting
                                    activities and customer touch-points                                           SM Management
                                                                              CMO &
                                                                                                                   SM Labs
                                                                               Field
                                                                             Marketing


                                                           IT      IT                          Corp
    Integrating platforms for social                                                          Comm              Corp Comm
                        intelligence                                                                            Bridging the gap through the
                                                                                                                social media advisory board
                                                                             Global
                                                                             Social
                                                                             Media
                                                                            Marketing
                                                                                              Theater
                                                                                                                Theater Teams
                                                                 CDO                          Teams             Shared service for global rollout
                                                      CDO
Partnering on social engagement
                     & innovation
                                                                               Sales /
                                                                              Services
                                                                                         Sales/Services
                                                                                         Social intelligence and customer insight




© 2010 Cisco and/or its affiliates. All rights reserved.                                                                            Cisco Confidential   4
Game Mechanics Drive                              Leading with Voice of       Social Graph =
             User Behavior                                     the Customer           Greater Intelligence




                   SoLoMo-Glo =                            Video Facilitates the    Social Scoring & Social
                  Dramatic Reach                           Purchasing Process       CRM leads to predictive
                                                                                           modeling




© 2010 Cisco and/or its affiliates. All rights reserved.                                             Cisco Confidential   5
      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



© 2010 Cisco and/or its affiliates. All rights reserved.           Cisco Confidential   6
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.



               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.


© 2010 Cisco and/or its affiliates. All rights reserved.                        Cisco Confidential   7
Ads              Offers
                                                           Engine            Engine




                                                                               Auto-
                                                           Personalization    Populate
                                                               Engine        Registration
                                                                               Forms




© 2010 Cisco and/or its affiliates. All rights reserved.                            Cisco Confidential   8
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




© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   9
• Develop integrated web & social video strategy
• Align videos throughout the customer journey
• Focus on storytelling
• Establish video as key lead and traffic driver
“CRM is no longer just a model for managing customers
                but one of customer engagement.”
© 2010 Cisco and/or its affiliates. All rights reserved.         Cisco Confidential   11
Game Mechanics Drive                              Leading with Voice of       Social Graph =
             User Behavior                                     the Customer           Greater Intelligence




                   SoLoMo-Glo =                            Video Facilitates the    Social Scoring & Social
                  Dramatic Reach                           Purchasing Process       CRM leads to predictive
                                                                                           modeling




© 2010 Cisco and/or its affiliates. All rights reserved.                                             Cisco Confidential   12
•  Cisco Social Hub:                                       @LaSandraBrill
      http://socialmedia.cisco.com                         lbrill@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/
© 2010 Cisco and/or its affiliates. All rights reserved.            Cisco Confidential   13
Thank you.
Stage 5
                                                                                                       Stage 4                    Fully Engaged
                                                                                 Stage 3               Measurable                A cohesive end-to-
                                                           Stage 2               Operational           A common                  end audience
                                                           Experimental                                measurement               experience purpose-
   Stage 1                                                                       Platform-for-
                                                                                                       framework spans           built with the
   Traditional                                             Initial connections   purpose approach
                                                                                                                                 customer in mind. A
                                                                                 where each channel    online channels and
  Independent                                              between traditional                                                   360-degree view of
                                                                                 serves a specific     demonstrates
  channels serve                                           web, social and                                                       the customer
                                                                                 role in the           quantitative impact.
  largely as push                                          mobile surface.                                                       enables predictive
                                                                                 engagement funnel.    Investment mix
  vehicles and have                                        Channels lack                                                         engagement tactics.
                                                                                 The audience          recalibrated based
  no cohesive                                              common content,                                                       Marketing
                                                                                 experience is         on business impact
  strategy.                                                listening or                                                          organizations are
                                                                                 consistent and        and priorities as
  Measurement                                              measurement                                                           quick to refine
                                                                                 intuitive.            opposed to
  isolated to individual                                   strategies.                                                           tactics based on
                                                                                 Digital stewardship   emotions.
  platforms and is not                                     Audience                                                              real-time
                                                           experience            spans the business.
  used to drive                                                                                                                  intelligence
  improvement.                                             increasingly
                                                           convoluted.

                                                                                                                      Slide credit: Ant’s Eye View


© 2010 Cisco and/or its affiliates. All rights reserved.                                                                                 Cisco Confidential   15

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The Cisco Social Journey Continues: From Operations to Intelligence & Innovations

  • 1. The Cisco Social Journey Continues From Operations to Intelligence and Innovations LaSandra Brill Senior Manager, Social Media Marketing @LaSandraBrill © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • 2. Two-Way Communication Marketing in a (not one way) Web 2.0 World Build Communities (not websites) Join the Conversation (not just in your domain) Earned (not paid) Create a Relationship Integration (not an event) (not interruption) © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  • 3. PROGRAMS Public Engagement Marketing Customer Service Communications Events Campaigns Advocacy SOCIAL BRAND Listening SOCIAL BUSINESS (External) Focus (Internal) Training Tools & Process Organization Models Staff Resources / Allocation Policies & Guidelines Knowledge Sharing Culture INFRASTRUCTIURE INFRASTRUCTURE Slide Credit: David Armano
  • 4. “Core” Social Media Organization/Roles   SM Listening & Insights CMO & Field Marketing   SM Enablement Embedding social into all marketing   SM Consulting activities and customer touch-points   SM Management CMO &   SM Labs Field Marketing IT IT Corp Integrating platforms for social Comm Corp Comm intelligence Bridging the gap through the social media advisory board Global Social Media Marketing Theater Theater Teams CDO Teams Shared service for global rollout CDO Partnering on social engagement & innovation Sales / Services Sales/Services Social intelligence and customer insight © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • 5. Game Mechanics Drive Leading with Voice of Social Graph = User Behavior the Customer Greater Intelligence SoLoMo-Glo = Video Facilitates the Social Scoring & Social Dramatic Reach Purchasing Process CRM leads to predictive modeling © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • 6.   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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • 7. 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. 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • 8. Ads Offers Engine Engine Auto- Personalization Populate Engine Registration Forms © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 9. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • 10. • Develop integrated web & social video strategy • Align videos throughout the customer journey • Focus on storytelling • Establish video as key lead and traffic driver
  • 11. “CRM is no longer just a model for managing customers but one of customer engagement.” © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. Game Mechanics Drive Leading with Voice of Social Graph = User Behavior the Customer Greater Intelligence SoLoMo-Glo = Video Facilitates the Social Scoring & Social Dramatic Reach Purchasing Process CRM leads to predictive modeling © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • 13. •  Cisco Social Hub: @LaSandraBrill http://socialmedia.cisco.com lbrill@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/ © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • 15. Stage 5 Stage 4 Fully Engaged Stage 3 Measurable A cohesive end-to- Stage 2 Operational A common end audience Experimental measurement experience purpose- Stage 1 Platform-for- framework spans built with the Traditional Initial connections purpose approach customer in mind. A where each channel online channels and Independent between traditional 360-degree view of serves a specific demonstrates channels serve web, social and the customer role in the quantitative impact. largely as push mobile surface. enables predictive engagement funnel. Investment mix vehicles and have Channels lack engagement tactics. The audience recalibrated based no cohesive common content, Marketing experience is on business impact strategy. listening or organizations are consistent and and priorities as Measurement measurement quick to refine intuitive. opposed to isolated to individual strategies. tactics based on Digital stewardship emotions. platforms and is not Audience real-time experience spans the business. used to drive intelligence improvement. increasingly convoluted. Slide credit: Ant’s Eye View © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

Notas del editor

  1. Caroline Rossi (works for Laura Fay)DeannaGovoniHilal / MitchCrystal Flores
  2. There are many different uses for social video in the enterpriseIn-person virtual meetings are now possible with TelePresence. (Cisco also uses video extensively in internal communications – Show and Share is our Corporate You Tube. It’s integrated with Cisco Quad, a enterprise social networking platform – similar to Facebook)Video allows us to extend live events to a global virtual audience (Cisco now hold hybrid live/virtual events. Cisco Live Europe had 5,800 attendees, over 25,000 video streams downloaded from virtual platform.)Video, done properly, is the most effective way of telling a storyThe large proportion of personal videos on YouTube show how video is used for sharing experiences – we have an example of how this also worked for business. But all video has a unique power to build relationships, to bring people together, ideas together. Let’s look at the different ways you can leverage the power of video, to transform your communications
  3. Caroline Rossi (works for Laura Fay)DeannaGovoniHilal / MitchCrystal Flores