social listening to influence customers
TRANSCRIPT
1© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Social Listening to Influence Customers
Laura Powers@powersla
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I hear you, but I’m not #listening
Image: Katie Tegtmeyer CC-BY 2.0
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“A brand is no longer what we tell the consumer it is. It is what consumers tell each other it is.”- Scott Cook
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Who(influential
people)
Why (stories behind)
When (happening
time)
What(Brand Attributes)
How(Sentiment)
Where(Platforms)
Your #Brand
Your #Competitors
Listen and Learn
Source: Boomerang
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Cisco Mentions = 5,000 – 7,000 / Day
Source: Radian6
Help!
Feedback
Leads
Advocate!
Rant!
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Social Listening at Cisco
Monitoring Measuring Engaging
• Brand Performance• Reputation & Crisis
Management• Competitive and
Business Intelligence• Employee and partner
conversations
• Event Engagement• Listen and Respond
(ABC and 123s)• Social Demand
Generation
• Executive Dashboards
• Program Effectiveness (e.g., marketing launches, earnings, software quality, customer care)
• Optimization of content and campaign performance
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Listening and Intelligence:What you do with the data is what matters
Identify trends, know what customers and
employees want
Obtain competitive insights
Capture product feedback. Improve customer service
Manage crisis/risk situations
Find advocates, top new hire candidates &
influencers
Scale
Corp Comms, Mktg, HR, Cust Svc, Product Mgmt, Research, Sales
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Cisco Social Media Listening Center
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Real-Time Listening with the Executive Suite
Cisco C-Suite Social Media Listening Center
“We use this type of sensing when we host our quarterly earnings calls. When I finish… I can tell right away using social media what went well and what didn't.” – John Chambers
Executive Kiosk – CEO-CIO Leadership Summit
Real-time stock and financial headlines
Real-time social media mentions and sentiment
CEO-CIO Social Graph
Twitter Ticker: Real-time brand tweets
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Phase 1: Prove Concept• Display Conversations Outside
CXO’s Office • Show Successes
Phase 2: Get Started• Build Physical Center • Establish Processes
Phase 3: Customize & Scale• Staff the Operation• Training• Customize Data
Phase 4: Operationalize• In Briefing Centers• Desktop Implementation• Virtual Centers
Social Media Listening Center Tips
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Turn Listening into Action
11
Support Question
Critic
BuzzAmbush
Idea
Lead
1
2
3
40M Conversations with+100K Cisco Mentions
Per Month
PriorityAction-Based Conversations
(Leads)
12© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Real-Time Listening & Engagement
Turning Negatives into Positives
Inserting Your Brand into Relevant Conversations
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 sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff
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HELLO…IS IT LEADS
YOU’RE LOOKING
FOR?
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An Integrated, Global Approach to Listening
Insights and Reporting Engagement and Content
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Behind the Scenes
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Know why you are listeningMake sure you have the right skills
People, training, keywordsSelect the right tools.
Be wary of free data. Make it easy.Go beyond corporate communications Get connectedInvolve your crisis management team Create a workflow to monitor and engage efficiently
Listening
Good communication starts with good