social media comms stanford piovesan - april 2014
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John Earnhardt's lecture for BUS94TRANSCRIPT
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The NetworkCisco’s Technology News Site
Presented to Stanford Bus94 “The Company is the Content: Marketing in a Social World”
John Earnhardt, Director
Corporate PR and Social Media Communications
@urnhart
April 21, 2014
“You can’t have social media without media”
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All Communications and Marketing Starts with:
1. Goal2. Audience
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Finding an Audience
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What is Social Media?
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Source: Moo.com
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1. Media Market Transition
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The Facts
The changing state of traditional media has left number of talented writers in search for their next assignment
Social media use for business is growing at a rapid pace
Cisco has the ability to influence the way communications is done industry-wide and beyond
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The Opportunity
Brand Journalism: Create a social technology news site dedicated to producing engaging multimedia content about industry trends, innovation and best practices developed by a creative team of seasoned journalists, editors and artists with the goal of driving conversation among key influencers.
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External Validation
“I’ve seen your site and I like it. If I’m looking for a story on cloud, I’ll read an article on your website and won’t think it’s propaganda because it’s from Steve Wildstrom. I know he wouldn’t write anything that wasn’t well reported and that he couldn’t feel he could put his name to.”
(Name here)Editor of Major Business Magazine (unsolicited comment)
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2. Successful Formula
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The Process
• Aligned with overall business priorities and communication goals
• Targeted at communications influencers
• Work closely with Comms and Marketing peers to vet story ideas and amplify final pieces
• Content Curation and Social Media Amplification
• Goals and direction of the site are posted, shared and socialized
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The People: Journalists working with Cisco
Contributing Writers Program:• 15 + professional journalists
and academics producing stories each week
Curated Content:• Videos, digital assets, etc.
are regularly featured
Original Content produced by The Network team:• Regular multimedia
series• Interactive animation• Videos• Blogs
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3. Priorities Aligned
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The Network Homepage: thenetwork.cisco.com
1. Conversations(aligned with business priorities)
2. Social Integration
3. Latest News
4. Custom Portlets2
1
34
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Serial Content
Social Spoken: Summer Poetry Series A series of original poems written and performed by some of the best spoken word poets in the world. The poems focus on the real life uses and impact of the network on our daily lives.Official Honoree Webby Awards – A FIRST for Cisco
Cities of the Future: Songdo, South KoreaA video series providing an in-depth look into the creation of a 21st century city. NY Times mention, 25K views on The Network. Translated into Korean and showcased at Cisco House for 2012 Summer Olympics in London.
Cisco InnovatorsThis series showcases the vast amount of engineering talent at Cisco by featuring top engineers, in their own environment, sharing their experiences and innovations.Feeds into the larger innovation story: Cisco: thenetwork.cisco.com/innovation and CEC.
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Hot off the “Press” Today – “Focus” Monthly Magazine
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REPUBLISHEDStories republished on third party outlets
LOCALIZEDProcess in place to translate content intolocal languages
VALIDATEDThe Network stories are considered NEWS and searchable within Google News.
SOCIALIZED Approximately 50% growth Y/Y across Cisco corporate social channels
The Corporate Newsroom Redefined.
RECOGNIZEDAwarded and nominated for multiple industry awards.
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4. Community Management and Training
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Social Communities
COMMUNITY MANAGEMENT
EXPERIMENTATION
CONTENT REPOSITORY
• Community management of corp. channels – Amplification, engagement, campaigns, platform innovation, etc.
• Represent corporate voice from various perspectives – The Network, press announcements, blogs, campaigns, etc.
Audience 1M+
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Social Programs for GCC• Raise awareness around social media innovation and best
practices
• Educate and up-level social media skills
• Create processes to maximize social media adoption and impact
Thought Leadership
• Awards• Editorial/Content
placement• Speaking opps• Social Media
Influencer (SMI) engagement
Social Amplification
• The Network content
• Company Priorities
• Brand campaigns
• Press announcements
Exec Social Bios
• Extend voice of leadership team
• Aggregation of exec content
• Amplification
Global
• Content distribution process across theaters
• Social activation process
• Theater pages
Training
• Public Relations• Investor
Relations• Community
Relations • Analyst
Relations• Global
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Try us out:Social Media Communications Content• Our contributing journalists:
http://newsroom.cisco.com/author-bio
• SERIES: “My Networked Life” (highlights the trailblazers in networking): http://newsroom.cisco.com/networkedlife/
• SERIES: Cisco Innovators (highlighting innovation at Cisco) http://newsroom.cisco.com/innovation
• SERIES: “Songdo: Cities of the Future” (with customer Gale International) http://newsroom.cisco.com/songdo/
• “Take. Share. Engage.” Campaign (giving the audience “permission” to take and share our content): http://newsroom.cisco.com/take-share-engage
Thank you.