social media @ciscosystems:our approach to listening & responding
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 111© 2010 Cisco and/or its affiliates. All rights reserved.
Social Media @CiscoSystems:Our Approach to Listening & Responding
LaSandra BrillSenior Manager, Digital & Social Media StrategyCisco Systems, Inc.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
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
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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
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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
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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.
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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
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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/
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Meet
Charlie: the Conductor
How does Cisco make listening actionable?
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Listening & Response is handled by a network of liaisons, SMEs and dedicated technical services team
Social Media Listening Center, Digital & Social Media
Marketing
Dedicated Team for Support Response & Engagement,
Technical Services
Listening LiaisonProduct/Solution Marketing, etc.
Listening LiaisonCrisis Comms, etc.
Listening LiaisonProduct/Solution
Mktg, etc.
Listening LiaisonPartner/Field Mktg, etc.
SMEs
SMEs
Charlie manages topic profiles and workflow centrally – but leverages an extended teams for action…
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Route messages to other teams
Executive ToursAnswer Questions
Build Employee Database
Reporting & AnalysisBuild Partner Database
Scan Social Mentions about Cisco
Identify and thank advocates
As the listening conductor Charlie has many responsibilities…
Monitor Competition
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he knows when competitive conversations spike and can tell us why
and is monitoring Cisco products, services and
brands for shifts in sentiment or emerging
themes
Most importantly he keeps an active pulse on the conversations…
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•Cisco Data Center Enters a New Market with Unified Computing (UCS)
Some teams have been known to use listening data to drive launch & content strategy…
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Charlie uses it to turn ranters into ravers…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 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
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He responds or routes customer questions & concerns…
Cisco responded to an Executive tweet asking a question about TelePresence.
• Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.
• Cisco calm fears and avoids any further public escalation of concerns on Facebook.
• The customer has since removed his negative comments from the Facebook wall.
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And even listens for sales opportunities…
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18This framework was built using the USAF Blog Triage
If he ever doesn’t know how to handle a situation, he references his social media response decision tree…
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Conversations
Metrics & Analytics
ContentContent Management• Video• Posts• Images• Links• Campaigns
Conversation Mgmt.• Listening/Insights• Multiple Users• Posts• Interactions• Comments• Campaigns
Metrics & Analytics• Impressions/Reach• Interactions• Shares/Trackbacks• Workflow
In fact Charlie leverages many tools to make his job easier and automate some processes…
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Global Cisco Tweets
Cisco Product Family Group 2
Cisco Product Family Group 2
SocialMiner Visualization
Word CloudTwitter
Influencers
The Social Media Listening Center is one of his favorites…it’s also a Change Agent for adoption.
Cisco Confidential 21© 2010 Cisco and/or its affiliates. All rights reserved.Chart Data Source: Radian6
Charlie also delivers monthly reports and analysis…
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He even developed a report framework for other teams to leverage…
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But the most important thing Charlie does is to remind us all….
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Social Listening - Key Takeaways
• Build your team & listening network
• Know how you are going to handle a situation
• Consider a Social Media Listening Center as a change agent
• Document your successes to prove your value
Thank you.