richard moir - cisco - presentation at smu

Social Media –Empowering People, Empowering Business

Social Media UnleashedSocial Media Unleashed-The Lighthouse GlasgowThe Lighthouse GlasgowRichard Moir Chief Technology Officer Cisco Scotland

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Richard Moir, Chief Technology Officer Cisco Scotland

Social Media...Digital tools that facilitate interaction and conversation between people, businesses,

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brands, organisations.

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campaign press release campaign campaign

Trans-media approach

dialogue

dialogue

year Digital reach year

Campaign focus

From To

Extending the dialoguep g g g Ongoing and growing over multiple

platforms More user and subject matter expertMore user and subject matter expert

involvement Showcasing thought leadership Programme management

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Programme management

Key venues such as Key venues such as Facebook, Digg, Twitter, Delicious, Li k dI ll hLinkedIn all have rather large concentrations of over 35’s.

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Brand Value

“Companies deeply engaged in social media p py g gby 18% over last year

companies that were least engaged dropped…companies that were least engaged dropped 6% on average.”

Charlene Li, Founder, Altimeter Group2009 “ G G ”July 2009 Report “ENGAGEMENTdb”

http://www.engagementdb.com

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CISCO COUNTRY SITECISCO COUNTRY SITE

11 900 followers4,300 fans

50% /

19 handles12 pages

11,900 followers+ 10% m/m

+ 50% m/m

Amplify and promote local content/ leverage US content

Country FB fan pages integrate & aggregate content

Blogs

EventsOffers106,000 views 19 000 readsOffers

Buy Now

16 channels 13 blogs

+ 10% m/m19,000 reads+ 10% m/m

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Local country channels – subtitled or local video Country & topic blogs

• Strategy:• Who

• Conversations:• Listen

• How• What

• Where

• Monitor• Analyse

• When Listen Plan

Just because it’s social …

EngageMeasure

…doesn’t mean it’s casual!

• Audiences:• Content

• Results:• Measure

EngageMeasure

• Content• Conversation

• Interaction

• Measure• Monitor• Analyse

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Key Insights:

• Activity executed in 14 different countriesdifferent countries

• Crete launch promoted acrossall social media venues:

-Launch videos on youtubey

- Blogs posted to local blog sites

- Promotion of social media release via twitter

- Status updates on Linkedin

• Great breadth of coverage at next to no cost

• Plan to keep up momentum in Q3:- Launch of facebook campaignin conjunction with Mozy

- Integration and promotion of Buy Now capability

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Key FiguresKey Figures:•Twitter > Clicks to registration ‐ 948•YouTube > Clicks to registration ‐ 246•Facebook > Clicks  to registration ‐ 1736g•YouTube video views ‐ 7799•New FB Fans – 2359 (+198%)

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20102009 2011

Virtual Virtual Events870 virtual participants at

reach +28%

live event1,900 Twitter followersCommunity blogs forums

Year-round

engage

Community blogs, forums, expert Q&A, webinars

engage-ment

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• 250K registered users

• 50K Facebook fans

• @800-1 000 new users/week@800 1,000 new users/week

• @7,500 external user posts/week

80% ll id f t• 80% call avoidance for support

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Cisco I-Prize Cisco i-Zone3,000 participants800 ideas

Internal Innovation in Europe60% employee participation

156 countries, 6 continents

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Central view for customized

Cisco newsIntegrated

contact listsCisco news contact lists across all

spaces

Integration with

Integrated with Exchange for

mail, tasks and with Communities and projects

mail, tasks and calendar

LearnMy

View

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1,200,000Messages Received

Messages Received External

1,000,000

Messages Received External

Messages Received Internal

Messages Sent

M S t E t l

600,000

800,000 Messages Sent External

Messages Sent Internal

400,000

200,000

0

FY09Q4 FY10Q1 FY10Q2 FY10Q3 FY10Q4 FY11Q1

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Video A minute of video is worth 1 8 million words1.8 million words

Brands using online video ghave seen lifts of 20-40% in incremental buying over th d fother ad forms

49% of people who purchased technology cited online video ascited online video as “influential collateral” to prepare to make a

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p ppurchasing decision

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Thank youThank you.

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