Social Media in a Global Organization: Cisco's Journey
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This document summarizes Cisco's use of social media as a global organization. It discusses Cisco's social media journey, including how social media has reduced costs, extended their reach, and engaged customers. It also describes Cisco's shift to using more video content in their communications and how social media is used internally to connect employees. The conclusion emphasizes the importance of listening, setting goals, educating employees, planning for support, being open, and experimenting with social media strategies.
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Social Media in a Global Organization: Cisco's Journey
- 1. Social Media in a Global Organization Deanna Govoni Social Media Marketing Manager @deanna24 (hashtag - #CiscoSU) April 14, 2011
- 3. Introduction to Social Media
- 4. Cisco’s Social Media journey
- 5. ConclusionCharlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb” http://www.engagementdb.com
- 8. Importance of internship“Open your mind tonew experiences.”
- 10. Company culture
- 11. Be open to opportunities, relocation
- 12. Network and build relationships
- 16. Try out different roles:
- 17. Web developer on IT team
- 20. The Social Ecosystem Has ChangedHow We Communicate and Collaborate ContentSharing &Rating Forums Organization Web Sitecisco.com SocialNetworks Blogs CiscoBlogs Home BasePriority: 1Time Budget: ~50% OutpostsPriority: 2Time Budget: ~40% PassportsPriority: 3Time Budget: ~10% Listening StationTuning in to online ConversationsAlways on
- 21. “Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average.” Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb” http://www.engagementdb.com
- 22. The Social Web: 2008
- 23. The Social Web: 2010
- 24. Social Media StrategyParticipation Is The Currency Of The New Economy
- 26. One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.
- 27. BU fully engaged and fixes all the reported issues.
- 28. Customer pleased with the technical support provided.
- 29. Cisco Partner expresses lack of faith in UC560.
- 30. SMB actively listening, reach out and uncover product issue.
- 31. Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.
- 33. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.
- 34. Team calm fears and avoids any further public escalation of concerns on Facebook.
- 35. The loudest customer has since removed his negative comments from the Facebook wall.
- 36. First step to entering new terrain is listening and learning to what’s being said in the marketplace.
- 37. Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.
- 38. Earns legitimacy by coauthoring content with established thought leaders inside the community.
- 39. DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.Customer Experience Growth
- 40. Active Listening Platform Social Media Marketing Listening Challenges & Goals Social Media Customer Groundswell Online press Bloggers / Influencers Voice of the Customer Trade press
- 42. Cisco’s Social Media journey
- 43. Conclusion
- 45. Platform to discuss the role of the network
- 49. ASR 1000 Launch 6x less expensiveReached 90X more people
- 50. Participants from 116 countriesVirtual ASR 9000 launch event
- 51. 1.6M Video Views: ISR2 “Future of Shopping”“Viral” in Facebook, esp in Asia, Middle East
- 52. 1.4M+ Padmasree Twitter FollowersViral growth through thought leadership
- 53. Digital Cribs60,000+ views, 23,000+ commentsCollaboration ūmi What If Contest Nexus Launch DoobieBrothers Digital Cribs 2 Digital Cribs CRS-3 CES NetAcadAmbassadors myPlanNet Unified Computing ASR 1000 ASR 9000 Borderless Networks 2010 2007 2009 2008 Integrated Social Media Plan Serious Gaming Ambassadors Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Buzz/Leak Management Twitter Contest Facebook Viral Video Global, Channel Social Plans Video Contest Integrated Social Media Plan Real-TimeInteractions
- 54. Cisco’s Shift in Communications ContentVideo Blogging Goes Mainstream 212% increase in traffic to News@Cisco & Cisco social sites 81% lower spend on multimedia in two years
- 55. ASR Launch a Success? CRS-1 Launch ASR 1000 Launch Virtual, Viral and Visual Leveraging Web 2.0 technologies Approach: traditional, physical event No travel ─saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas Travel: required extensive audience travel to San Jose, CA Global: 9,000+ attendance in 128 countries Size: 100+ attendance in 100 countries Cost less than ONE-SIXTH of CRS-1 launch expense Cost: $20,000+ in airport car service alone 245 articles, 1000+ blog posts, 40M+ impressions Coverage: 87 articles, 135 press attended events
- 56. Using Video to Tell our Story and Reach Customers (Then…) Web video Video blog Video data sheets
- 57. Executive Thought LeadershipPublic Q&A with Cisco CEO using Video + Twitter + Blog
- 58. New Cisco Blog Hubblogs.cisco.com Cisco blog hub page highlights all 27 blogs Featured bloggers, RSS-specific feeds More prominent “Like” and “Tweet” buttons Featured post must contain video
- 59. Connect on TwitterCustomers, Partners, Analysts, Press Amplify Cisco’s Voice Share insights Get feedback Share information 25+ active accounts; 4M+ followers 60% avg. monthly growth 22
- 60. Respond to the Public
- 65. Interact using video, social media, and free tools
- 66. 8 sessions with close to 50,000 live views and many replaysDigital Marketing Awards Finalist
- 67. Member ambassadors and Cisco moderators spreading the knowledge together Community Engagement www.Facebook.com/cisconetworkingacademy 160k+ Turning Members into Ambassadors
- 68. Reverse MentoringLeveraging Our Gen Y Workforce To Prepare Our Executives For Web 2.0
- 69. Social Media from the Inside OutInternal Resource Center Available to all Employees Learn about policy Downloadresourcematerials Browse social media case studies Join meetings and events
- 72. The “Must Have” Ingredients for the Social Enterprise Education and Enablement Investment and Commitment Celebration and Learning Experimentation
- 73. In Summary… Listen What are your employees and customers saying? Set goals What are you trying to accomplish? Create an education initiative Employees are your digital brand champions Plan for support Who will need to be involved? Be open & transparent Be willing to share lessons learned
- 74. And Experiment…You Never Know What Will Stick!
Notas do Editor
- Well, while we have made significant IT investments in transactional systems over the past decade, they aren’t suited to address these complexities.Those systems that automate routine tasks, like order processing, HR self-serve systems or inventory management are enormously important – businesses run on them and have achieved huge productivity gains over the last decade. They were and continue to be the right investments at that time.And the primary collaborative tools in this same era have been text or document-centric. These are best suited for more structured problems, with one to one or one to few people participating in the collaborative process.Clearing: Today we use a wealth of communications centric and Web 2.0 capabilities in business. And they are changing the way we work within and between companies, partners, suppliers – even customers. Transition: And the trends I described are affecting those repeatable business processes that depend on people - processes that have multiple decision makers and multiple viewpoints.
- This is the framework by Chris brogan that I like and one that I’ve applied to our strategy at cisco. It reflects the journey companies go on when creating their social brand and helps guide how they can interact w/their social ecosystemThe first wave on the left – the home base – represents what you control as a company…your brand on your website, your properties…it’s import to look at all of these together – to define your company’s social ecosystem –Based on what we’ve learned through our ecosystem…let me share our steps to success
- Top 10 Sites:GoogleFacebookYouTubeYahooLiveBaiduWikipediaBlogspotTwitterQq
- Key takeaways and trends:Create a relationship – not an eventBuild communities – not websitesMake it personal – leverage geolocation, openIDTwo way communication – video, social viewingIdeation – crowd-sourcingEmpower employees – enterprise 2.0Key success factors:Conduct Social audit to determine digital footprint & quality of social presenceCreate consistent look/feel of social media corporate presence and create seamless integration with .com and other corporate owned propertiesIntegrate social strategy into all external communications and marketing plans (paid/owned/earned model)Showcase relevant content via collection of live feeds (Cisco social hub has 50+ live feeds)Coordinate employee engagement via internal community for learning & best practice sharingOrganize video presence - YouTube branded channel encourages video communication and sharing
- Click to add notes
- Ambassadors:Set expectationsLet go of controlIt’s ok to ask for helpCisco Moderators:Add personality to your brandSet expectationsPost legal disclaimerDon’t miss a beat:Set alerts for any relevant topics to reduce missed opportunities