© 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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
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…
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
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.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
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/
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
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%
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Be Prepared…One Tweet Can Ignite a Crisis
A Job Seeker’s Tweet Our Response
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
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…
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
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.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
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?”