social networking conference 2010
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Cisco and the Social Web Our Adoption and Evolution
LaSandra Brill Senior Manager, Global Social Media
Social Media at Cisco
79 Cisco groups with 100k fans, up 29% 58k employees on
Cisco group
150k visitors 50+ events
4.5+ CSAT rating
108 Cisco feeds with 2M+ followers, up 40% Top exec: P. Warrior 1M
+ followers
22 external blogs 475k views/qtr # comments
up 164%
350+ podcasts 200k streams
Rated 5 stars on iTunes!
300+ photos 400k views, up 100% Top set: Cisco Live
(2k views)
2k+ videos 4M+ views Top video:
Future of Shopping (1.6M views)
“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” http://www.engagementdb.com
Rank Company 1 Starbucks
2 Dell
3 E-Bay
4 Google
5 Microsoft
6 Thomson Reuters
7 Nike
8 Amazon
9 SAP
10 Intel
11 Yahoo
12 Blackberry
13 Accenture
14 Oracle
15 Cisco
16 Pepsi
17 MTV
18 Sony
19 Disney
20 Adidas
Social Media Engagement Brand Ranking
Cisco’s Shift in Communications Content Video Blogging Goes Mainstream
212% increase in traffic to News@Cisco/New Media 81% lower spend on multimedia in two years
Cisco Mentions by Media Type
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May
Blogs Forums MicroMedia Other
• Nearly 60 percent of our conversations on the social web are on Twitter • 91% neutral conversation sentiment
Social Media Marketing: Solving Business Problems
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 Views: “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
Cisco Aggregation Service Router (ASR 1000) First in New Series of Edge Routers in Nearly a Decade
Business: – Fills a gap between 7200 & 7600 routers – Applies to both SP Enterprise markets
Innovation: – World’s most advanced networking Silicon—QuantumFlow – New IOS-XE to support SP and Enterprise applications
Launch Goal: – Creates “cool factor” – show the “fun” side of Cisco – Deliver an online-only launch that builds over time – Increase ‘share of voice’ online
Launch Strategy: Involve the Human Network Use Web 2.0 and video to create buzz and build a community that is passionate about Cisco products
Cisco Social Media Strategy
Participate in conversation
Integrate across channels
Promote campaigns & events
Monitor conversations Identify influencers
Track trends
Measure conversation
impact Track sentiment
Meaningful Conversations
Virtual Launch Event
Uber User Video(s)
Uber User Group
Feb Mar Apr
Building a Community in 3-Months and Driving Registration to Launch Event
“Ask the Expert” Event
Social Media Buzz Tracking
Influencer Outreach
PR/Blogger Outreach Social Media Release
Social Media Widget Interactive 3D Game Cisco Web
Uber User Post Cisco Blog ASR Announcement
Topic Seeding
launch
Live Cisco Concert Launch Countdown
Uber User Site
Teaser Release
Environmental/TCO Calculator Mobile Web
Generate Buzz & Event Registrations Uber User Campaign
Collect registrations to launch event Proliferate videos on YouTube Encourage ‘sharing’ and viral pick-up
Goal
Build Community with Facebook
Build community Communicate the FUN side of Cisco Drive audience to register for launch event
Goal
Highlight Key ASR Features through 3D Game
Learn & Play: Defend the Network from the forces impacting the edge using the ASR
Tournament of Aces
Appeal to technical audience using new “cool” means Demonstrate ASR value proposition through game play Encourage ‘sharing’ through competition
Goal
Extend Visibility in Second Life
Pre-Event Live Concert Launch Event Countdown Calculator
Appeal to technical audience using new “cool” means Demonstrate ASR value proposition through virtual
experience Drive audience to register for launch event
Goal
Board your personal transport device Surf through the router
Live Launch Event Brief Press Virtual
TCO & Environmental Calculators
Create interactive web experience
Demonstrate two key messages of the ASR
Goal
Rich interactive tools: – Calculate competitive price
comparisons – Determine carbon footprint
Encouraging Spread of content with Social Media Widget
Encourage sharing with embed capability Enhance web experience on Cisco.com Drive audience to register for launch event
Goal
Collection of key videos, collateral and images in a widget format
Embed into social media release and launch pages
Encourage use by allowing spreading of information via embed code
Communication Through Cisco Blogs
Intrigue bloggers & customers Encourage viral pick-up Drive audience to register for launch event
Goal
Heighten Press Buzz with Teaser Release
Cisco Introduces the QuantumFlow Processor: The World’s Most Advanced Piece of Networking Silicon
San Jose, California—February 25—With over 1.3 billion transistors, the new Cisco QuantumFlow processor is set to reshape routing…
Feed speculation to extend press coverage by a week Drive audience to register for launch event
Goal
Clear & Simple
Ensure Accuracy
Easy Access
Build Community
Attention-grabbing
Embed Code for Sharing
Blogger Outreach via Social Media Release
Include Cisco’s Networking Professionals Technical Community
Seed Cisco forum with discussion topics Encourage communication between customers Interact with customers – “Ask the Expert”
Goal
Increase Visibility with Mobile Access
Abbreviated datasheet
Video datasheet
Create interactive web experience Offer multiple ways to consume information Drive audience to register for launch event
Goal
Introduce Product Online via “Live” Online Event
9am PST US/Canada/LatAm/ W-C Europe
6pm PST Japan/China 9pm PST India 12am PST C/E Europe/
ME/Africa
Around the World Launch Events
Maximize audience attendance worldwide Showcase high priority of this announcement by Cisco
Goal
Follow-the-Sun Global TelePresence Sessions
Encourage field to invite customers to CBCs to watch event, discuss and learn more
Orchestrate EBC TelePresence session with product team/spokespeople
Goal
Translate event interest to sales engagement Showcase “Walking the Talk,” emphasizing ASR drivers
ASR Launch a Success?
ASR Launch a Success? CRS-1 Launch
Virtual, Viral and Visual Leveraging Web 2.0 technologies
Approach: traditional, physical event
No travel ─saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas
Travel: required extensive audience travel to San Jose, CA
Global: 9,000+ attendance in 128 countries Size: 100+ attendance in 100
countries Cost less than ONE-SEVENTH of CRS-1 launch expense
Cost: $20,000+ in airport car service alone
245 articles, 1000+ blog posts, 40M+ impressions Coverage: 87 articles, 135 press
attended events
ASR 1000 Launch
Transforming Global Launches 2005
Launch Execution Press Conferences U.S. then Global
PR/AR briefings Wide-range Budget Req
Spokespeople
Today
Market Conditioning
Real-time Global Impact Customer Interactions Community Building 50-75% Cost Savings Thought leadership
Transactions Interactions, Engagement
Leveraging Web 2.0
Customer Reach
Telepresence Briefings
Using Video to Tell our Story and Reach Customers (Then…)
Today…Meaningful Engagement Public Q&A Using Video + Twitter + Blog
Executive Thought Leadership: Cisco CTO Padmasree Warrior on Twitter Uses her Twitter Community of over 1.4M followers to:
– Amplify Cisco’s voice on Cloud and Unified Computing – Share technology insights – Get feedback on her ideas and presentations
Live Customer Polling Via Twitter: Cisco Live
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!
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!”
Engaging with Customers • Over 20K social
mentions per week • Interact with customers • Change perceptions
Henaredegan: Cisco you suck - I have to register & then click bloody download
and accept about a thousand times just to get updated firmware. #wtf #fail
Henaredegan: @CiscoSmallBiz Nice! I really like the "Download and Accept License" all in one click - good stuff
CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created
a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8
Cisco/NBC Flip Sponsorship Flip videos posted on NBCOlmypics.com
• 26 Flip videos • 292k Flip video
minutes watched • 650k page views
Social Media Release: Cisco to Power NBC's All-HD Coverage of Vancouver Olympic Winter Games
http://newsroom.cisco.com/dlls/2010/prod_010610.html 3496 views
Caught on Flip!
Social Gaming: Cisco myPlanNet 1.0
www.cisco.com/go/myplannet
Putting It Together: The Life of a Game Taking on a Life of Its Own Thanks to the Power of the Crowd
Cisco announces Cisco myPlanNet
Facebook fan page attracts new fans daily
Press articles
Blogs
Discussions
Social media activation engages new audiences
Tweets
Circulation in languages other than English
Reposting by 3rd parties on own download sites
The power of the crowd
40k Downloads 120k Page views 57k+ Facebook
Fans
Crowd Sourcing: Cisco I-Prize
Contest Launch/Jan10
Social + WebEx Collaboration
TelePresence Finalists
2500 Participants 5300 Votes
3300 Comments 800+ ideas
New Business/July
“What If Your TV Could…?”
“What If Your TV Could…?”
Your Personal Social Media Compass Has Not Changed
Plan for Change… Communication is the First Step to Change Management
Download resource materials
Learn about policy
Join meetings
and events
Participate in discussion
Forum
Lead by Example… Internal Video Usage by Content Type
Marketing Collateral
6% Other
6%
Fun 6%
Team/ Org/ Theatre
Updates 38%
Learning process/
Tools 24%
Products/ Sales 20%
“When employees can use social media tools for internal
communications and collaboration, productivity rises 26% and employee retention is raised 15%”.
Source: National Business Research Institute
Reverse Mentoring Program: Leveraging our Gen Y Workforce to Prepare our
Executives for Web 2.0
And Experiment… You Never Know What Will Stick!
Create a relationship
(not an event)
Build Communities (not websites)
Two Way Communication (not one way)
Organic (not synthetic)
Integration (not
interruption)
Being Everywhere
(not just in your domain)
Key Takeaways
top related