social media comms stanford piovesan - april 2014

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© 2010 Cisco and/or its affiliates. All rights reserved. The Network Cisco’sTechnologyNewsSite PresentedtoStanfordBus94 “TheCompanyistheContent:MarketinginaSocialWorld” 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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Page 1: Social media comms   stanford piovesan - april 2014

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

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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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 2

All Communications and Marketing Starts with:

1. Goal2. Audience

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

Finding an Audience

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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 4

What is Social Media?

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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 5

Source: Moo.com

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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 6

1. Media Market Transition

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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

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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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 10

2. Successful Formula

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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 11

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

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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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 13

3. Priorities Aligned

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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

Hot off the “Press” Today – “Focus” Monthly Magazine

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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

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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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 18

4. Community Management and Training

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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

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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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

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

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Thank you.