blogwell new york social media case study: cisco systems, presented by amy paquette


Cisco: Building Our Online Presence

Amy Paquette, Sr. Manager, Global Social Media Marketing

March 29th, 2011

[email protected]

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

Agenda• Overview

• Setting Priorities

• Social@Cisco: setting the stage

• YouTube

Challenge

Solution

What we focused on

Measurement

Out of the box

Cisco branded channel

Results

• Key Takeaways

Getting Started…


Prioritize• Evaluate which social networking sites are most effective,

appropriate, required for your business

• Don’t do it all

• Carve out resources, be realistic

• Drive an integrated approach

Marketing campaigns

Similar look and feel

• For Cisco…

YouTube

Twitter

Facebook

• And then there is the Hub…….bringing it all together

Social@Cisco


Social@Cisco-The Hubsocialmedia.cisco.com

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 with campaigns Employee engagement

programs increase usage externally

YouTube


The Challenge: A Splintered Presence 155+ Channels identified

66 Not Official (Employees or not related to Cisco)

9 key Channels with strong viewership/subscriptions and videos

More than 6,000 Cisco official videos identified, only ½ unique due to redundancy

3 Types of videos most popular Elegant, professional highly stylized

videos (CEO roundtable, commercials)

“Real-world” type of videos (Digital Cribs), still professionally shot

“Amateur” in the office, office humor, (“What will your employees do when the network is down?”) —could work for business testimonials too

3 key themes emerged based on

viewership, likes, subscribers, comments/engagement and viral activity (videos picked up and embedded elsewhere)

Changing the World/”The Future Of” (technology, healthcare, shopping)

Cisco Practical Applications (Digital Cribs, Demos, Small Business)

John Chambers/Leadership (Vision, company as a whole, keynotes)


Solution! Setting StrategyOne Channel, One PresenceConsolidated, integrated YouTube presence for user experience.

Build Loyalty through Meaningful ContentContent that shows how to use Cisco products, how technology directly impacts personal and business lives.

Brand ConsistentlyHave strong point of view and a “voice” to serve as a navigation marker to define Cisco among all the channels. Consistency helps build an audience for long-term success.

Integrate Marketing CampaignsVideos shot at conferences/events can be edited down to a watchable YouTube level (under 3 minutes) and repurposed for greater appeal. All Cisco T.V. commercials—popular within searches– should be included on YouTube channel. Breaking news via YouTube, first, and then via traditional press. Use iTunes to release and showcase video content, and always twitter, blog, and Facebook about popular videos.

Use the YouTube Channel as a Social HubConversations can happen among your viewers, content is shared, and people will engage in personal and direct way when you 1) Ask viewers thoughts and opinions 2) Actively comment on other Channels/Videos 3) Respond to viewer comments, feedback regularly in authentic way.

Use all ToolsPeople watch content, but they also “Like” it, comment on it, and share it. Encourage activity with specific calls to action within your videos or using advanced features like YouTube Annotations, you increase the chances of your videos being shared and discovered by a wider audience.

Release Content RegularlyUpdate your content on a weekly basis (at least the featured rotation) to spark interest among new watchers, and encourage subscribers to come back. Latest videos released should be updated to Twitter and Facebook feeds, alerting followers and fans.

http://www.youtube.com/t/annotations_about


What We Focused On…. Engagement

Be a social butterfly! Ongoing outreach to other channels, subscribers, friends; Updating Twitter , Facebook when new videos uploaded Engaging: Asking questions, promoting feedback, replying to posts from users commenting Getting “out there”: actively browsing Web for like-minded bloggers/influencers, asking them to subscribe Contests or fun ways to promote engagement Tagging, attribution of videos to improve search and find-ability Watch retention: Interact with your most-active subscribers, subscribe to their channels, and follow them on Twitter.

Show them attention, and make them feel valuable. Monitoring analytics and optimizing video, tagging, and commenting strategy

Design Elegant, professional designs that reflect a company brand and overall vision YouTube Branded Channel Easy-to-navigate with tabs and a browse structure showcasing the video library archive in a simple way

Good Content The #1 reason people subscribe to a channel, and comment on videos Refreshing content 1X a week, with known entities/qualities of what viewers and potential viewers like to see Cementing the overall brand and corporate strategy through strong content strategy Strong production quality does matter—people respond to videos that are well-edited and professionally created Videos less than 5 minutes in length, with good production quality and interesting/relevant content will go viral


Measurement is Key Traffic: view analytics to see where your traffic is coming from, and whether

“Influential's” are driving views to videos. ? videos get the most traffic and which channels/partners refer the most traffic.

Engagement: Participation determines engagement (engagement>loyalty>high value customer or lead). Track:

# of Subscribers # of Friends # of Favorites, Shares, and Comments (negative and positive) on each video.

Brand Awareness: Word of mouth and the viral factor (sites like Twitter, Facebook and Digg) can help shift key brand metrics, such as brand favorability, brand awareness, brand recall, propensity to buy, etc.

Viewership/Social Impact: Track # of viewers, subscribers, commenters come from places like Digg, Facebook, and Twitter to judge how seriously you should market to these social media sites. Track viral impact (retweets, number of Diggs, etc) from sites as well to judge the overall success.

PR: Measure mention in news, releases, blog posts, from videos you upload, to get a good sense of what the journalists and influentials consider cutting-edge/interesting.


Localizing Videos for Other Theaters• Cisco has 86 global sites

• Localization is not always an ROI decision because site visitors require a well-rounded experience

Consider for significant content refresh or redesign

Always include localized video on theater homepages

Minimum of one translated video per launch as a key asset; use in several places on the site, including homepage

• Pricing samples$300 per language to localize captioning for a 2-minute video

$2500 per language to localize voiceover for a 2-minute video

• Translation is funded by the theater or the business, segment


Collaborating with Internal Groups….

Work with Marketing leads who can help with:

• Traffic drivers paid options for video

Paid search: good for video datasheets; targeted

• Banner advertising: usually done in Flash or as a video banner

• Click-to-play: Google banner ads with embedded video

• Ad networks: buy ads on a network of related sites to drive views, and only pay when someone clicks on an ad

• Syndication to third-party sites; example: NetworkWorld or Computer World


YouTube Functionality: Out-of-the-Box• Ability to ‘skin’ the channel on the

left and right rail

• Playlists to category videos

• Standard video player

• Subscribe, Friend

• Engagement with viewers with comments, likes/dislikes, share, embed, etc.

• Annotations to highlight certain frames in the video or have a call to action

• Uploading unlimited video content


Cisco Branded Channel: Above the Fold

Highlighted videos: newest

and most popular

Sharing capabilities

Hero video experience to

highlight important

content and promotions

Video player for viewing

playlists

Link to Cisco.com and

Global YT Channels


Cisco Branded Channel: Custom Widgets

Highlighted videos: newest

and most popular

Link to Cisco Social Hub on

cisco.com

Feeds from Twitter and

Facebook for a fully integrated

experience


Sprinklr: Providing Access to Channel

Teams Trained1. Collaboration2. The truth about Marketing3. Social Media4. Connected Life Exchange5. Small Business6. Manufacturing7. Security8. Data Center (DC channel)9. Inside Cisco IT (inside Cisco

IT channel)10. SP360 (SP360 channel)11. Retail12. Finance13. Government14. Open at Cisco

Teams To Be Trained15. Platform16. CIN17. Digital Media

A ‘How-To’ Guide was set up for Sprinklr. Following all training calls, both a Webex recording of the mtg and the ‘How-To’ guide is sent to all

participants.

An screenshot of what a user may see when logged into Sprinklr to

upload videos and submit them to be added to the main channel.


Goals and Results Goals Results (as of 3/18/10)Unify the overall presence on YouTube to represent the Cisco brand accurately and promote the Together (Brand) campaigns

Consolidation in process to conclude by late March, early April. Sprinklr training begun for video bloggers and conclude late March..

Develop an innovative, cutting edge user experience that elevates Cisco to the top 10 of branded channels

Deep URLs created for each playlist owner to share externally to leverage social media content and increase viewing on channel. With addition of new TV ads, an increase in viewers with record of 847 views on 3/17.

Grow community to critical mass: subscribers to 1,500 and friends to 300 by March 15, 2011

March results: 167,748 channel views, 1806 subscribers and 1401 friends, 28% growth in subscribers and ~10% growth in friends.

Establish 3% engagement with subscribers in the first 6 months with over 85% positive sentiment

March Engagement: A total of 380 comments an 17% increase from February. 95+% Positive and neutral sentiment makes up majority of channel comments.

Create at least one video that organically goes viral (beyond 1M views)

Video in process with associated promotion. launch date TBD.


Sample Channel CommentsCisco comments on other channels improves user

loyalty

Exchanges with users helps encourage

participation with other users.

People come to expect and appreciate having their

questions answered on Cisco’s YT channel


Big Wins• Innovative brand channel

w/cutting edge functionality, such as Twitter/FB widget, highly integrated w/video blog program, global, includes promos, all Cisco groups, central video destination for employees and customers

• Indices are all increasing at a consistent rate

• Engagement at the channel level is positive, increasing

• Engagement frequently found on networking sites such as Facebook which offer an easier engagement model

• Support type questions resolved for users

Cisco (1 day ago) InsaneMetalSoldier - Congrats, SENA

(Servicio Nacional de Aprendizaje) is a great organization to be a part of! Good luck with your studies and keep us posted when you complete your work. :) -Gina

InsaneMetalSoldier (1 day ago) Hey! I'm studying networking in a

Colombian college called SENA! they have an agreement with CISCO, so all we use is Packet Tracer and Cisco devices to practice, and it's so pleasant to know everything about it and knowing more and more everyday... I'm also Web developer, but I would love to work with CISCO someday, forreal!!! :D YouTube.com/Cisco

http://www.youtube.com/user/Cisco

http://www.youtube.com/user/InsaneMetalSoldier


Key Takeaways• Embrace video! • Executive leadership and edict critical in

consolidation efforts• Build an integrated strategy that

incorporates online and social integrations

• Allot enough time to design and develop • Work across the orgs to build consensus,

drive adoption• Define submit process; make it easy• Design should be aligned with brand

consistency• Community managers make all the

difference in building and engaging with the audience

• Launch with compelling content; recruitment easier and subscribers coming back

Thank you.