the era of social engagement

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© 2010 Cisco and/or its affiliates. All rights reserved. 1 © 2010 Cisco and/or its affiliates. All rights reserved. 1 The Era of Social Engagement Tim Husband, Cisco Global Social Media Marketing, @thusband June 27 th , 2012

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Presented at the Atlanta Interactive Marketing Association Social Media event on June 27th. Highlights: - The New Era of Engagement - Cisco's Social Journey - What's next in B2B Social Media

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Page 1: The Era of Social Engagement

© 2010 Cisco and/or its affiliates. All rights reserved. 1 © 2010 Cisco and/or its affiliates. All rights reserved. 1

The

Era of Social Engagement Tim Husband, Cisco Global Social Media Marketing, @thusband

June 27th, 2012

Page 2: The Era of Social Engagement

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

•  A New Era •  The Journey

•  What’s Next

Page 3: The Era of Social Engagement

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

http://share.cisco.com/big-things-are-happening.html

Page 4: The Era of Social Engagement

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

Who are they?

What are they talking about?

Who are they listening to?

Where are they engaging?

Page 5: The Era of Social Engagement

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

Primary Focus

Second

Third

Blogs

cisco.com Discussion Forums

Cisco Social Networks Cisco Blogs

Page 6: The Era of Social Engagement

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

Two-Way Communication

!

Joining the Conversation Attraction

Creating a Relationship Integration Building

Communities

Page 7: The Era of Social Engagement

© 2010 Cisco and/or its affiliates. All rights reserved. 7

88% Suggest that

social channels are strong influencers during the

decision process

60% Will use support

forums and technical

discussion groups to inform the

purchase decision

Customer Decision Journey Evaluate

Consider

Bond with the Cisco Brand

Advocate Experience Buy

Become Aware of a

Cisco Offering

“Loyalty Loop”

Page 8: The Era of Social Engagement

© 2010 Cisco and/or its affiliates. All rights reserved. 8

Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

85% of all business

technology buyers engage in

some form of social activity while working.

Page 9: The Era of Social Engagement

© 2010 Cisco and/or its affiliates. All rights reserved. 9 © 2010 Cisco and/or its affiliates. All rights reserved. 9

0%

50%

100% News Releases

Features

Produced Video

Podcasts

Blogs

Video Blogs

212% increase in traffic to News@Cisco & Cisco social sites

81% lower spend on multimedia in two years *Data as of 8/19/2010

Page 10: The Era of Social Engagement

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

A regularly scheduled video broadcast with Cisco executives and experts covering partner-focused topics.

Digital Marketing Awards Finalist

 Engage Cisco partners

around the globe

  Interact using video, social media, and free tools

 8 sessions with close to 50,000 live views and many replays

Page 11: The Era of Social Engagement

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

Cisco Collaboration Virtual Launch Experience •  59,891 unique visitors •  10,859 registered for streamed

events / 5,988 attended •  93 discussions with 256 replies

Page 12: The Era of Social Engagement

© 2010 Cisco and/or its affiliates. All rights reserved. 12

Game Mechanics Drive User Behavior

Social Scoring and Social CRM leads to predictive modeling

Leading with Voice of the Customer

Video Facilitates the Purchasing Process

Page 13: The Era of Social Engagement

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

Thank you.