7. Overall Objectives
Extend reach
Increase the length and level
of engagement with our attendees.
Enhance and enrich relationship for the Cisco Live community.
Lengthen and enhance the onsite event experience.
Building communities on Twitter, Facebook and LinkedIn, we
engage with attendees and grow the Cisco Live community 365
days a year.
7
8. Social Media – 5 Key Strategy Points
1. Plan Zero in on brand goals/metrics,
targets and messages
2. Listen The best conversations begin
with monitoring & listening
3. Engage Communicate, participate,
and nurture on these channels
4. Analyze Leverage listening, reporting
and tracking tools to gauge
success and adjust
5. Leverage Influencers can impact/
expand your community
8
9. 1. Make a Plan
Determine social media channels for engagement
Develop your strategy for each channel
Define goals and measurement for success
Membership
Engagement level
Revenue targets
Plan update frequency
Select scope and type of content depending on channel strategy and
focus
Listen to your audience
Analyze to determine what is working and continue to modify plan
based on success criteria
9
10. Channel Focus — Facebook
Regular updates to the community
Opportunity to share video and photos with
community engagement
Polls allowing voting and discussion on topic
Soliciting engagement from direct questions
resulting in focused responses
10
11. Engaging with the Cisco Live host:
SVP Office of the Chairman and CEO, Cisco
Attendees use their creativity to have fun before they arrive…
11
12. 2. Listen
Channel Focus — Twitter
Provide frequent updates
Engage in the conversation
Nurture the community
Twitter Chats
The best conversations
begin with monitoring
and listening
12
13. 3. Engage
Channel Focus - LinkedIn
Stir the pot with questions to spark conversations
Practice restraint – avoid to much corporate
messaging
Show you’re listening Communicate,
Maximize the on- and off-season, keep the
momentum going
participate,
Cross promote on social channels and nurture
Ditch the promotions – focus on authentic
interaction by attendees
Provides opportunity for group member discussions
and easy connections to targeted participant’s
profiles by fellow group members
Conversations are business and event focused
13
14. 4. Analyze
Leverage listening, reporting
and tracking tools to gauge
success and adjust
14
15. 5. Leverage Influencers
Take advantage of influencers to engage
attendees or prospects and amplify
messages
Influencers within your social
communities
Executives NEED: Amplification
Partners
15
16. Reward Influencers
Everyone wants to be heard and acknowledged
Acknowledge retweets with a “Thank you” tweet
Executives: Let them know the results of their amplification or
promotion
Partners: Acknowledge and thank them for their participation with
“Likes” on Facebook or LinkedIn, or “Thank you” on Twitter for
tweets or retweets
Community Supporters: Provide tokens of appreciation
through information “scoops”
and acknowledgement
16
17. Nurtured Community to ROI
Now that you have invested your resources in social media, what do
you get for your effort?
Increased brand loyalty
Advocates
Revenue tracked back directly from URLs
Social media is one of five primary revenue channels
17
18. Social Media Channel Growth YoY
12000
10000
8000
FB
Twitter
6000
LI
4000
2000
0
17-Jul-10 17-Jul-11 6-Jun-12
18
19. Cisco Live U.S.
Industry's premier education and training
event for IT, networking, and
communications professionals
17,000 physical registrants and 189,000
virtual participants
2,500-4,000 event related tweets daily
11,997 @CiscoLive Twitter followers,
most of which actively tweet during the
event (70%)
Attendees rely on Twitter and Facebook
as their main communication channel to
post questions/issues and get quick
responses
19
24. “Presencing”: It’s important to be seen
“Some+mes
you
want
to
go
Where
everybody
knows
your
name,
And
they're
always
glad
you
came”
hAp://media.80stees.com/images/products/Cheers_Norm-‐T.jpg
24
25. Cisco Live: On-site Mission
Evolve Cisco
Live into one of
the most
attendee-aware
events in the
world.
25
26. Cisco Live Attendee Aware: On Site Goals
Maximize the Attendee Experience
Monitor and act on attendees’ needs (inside 4-walls and outside)
Anticipate experience enhancing opportunities
Make sure everyone is “seen”
Elevate the Brand
Identify and support trends / comments
Amplify positive messages
Create proactive experiences to drive event goal
Increase loyalty and customer value
Protect the reputation of Cisco and Cisco Live
Recognize “smouldering”
Engage deliberately to cauterize potentially harmful conversations
Convert negative to positive
26
26
27. Cisco Live: Social Media Engagement
Significant social footprint
Team / Strategy dedicated to social
Brought it to life
27
27
28. Part Science / Part Art
Social Media Twitter LinkedIn
TO
SUPPORT
Facebook Flickr
Channels YouTube
SocialMiner (Cisco) TweetDeck
TO
COLLECT
Social Media Radian6 Objective Marketer
Tools Bit.ly
Laptops Tablets
TO
MONITOR
Technologies iPads Monitors
Smartphones
28
29. Part Science / Part Art
LEAp
Pre-event Post-event
40. Evaluate Message: Question or Comment?
Question Comment
Do we have Indication of a negative experience Indication of a positive experience
enough
information Did the message come
from a valid Twitter profile? Message considered for a retweet
to answer and/or response (i.e. we’re glad
the No Yes you’re enjoying the event)
question?
Report as spam and Do we need to escalate or
continue to monitor does it threaten the brand
Yes No users’ tweets and/or event brand? *
Respond 1. Respond letting Yes No
with the attendee
correct know that we’re Quickly escalate to
info looking into appropriate contact to Do we need more information from them?
their question. discuss how to approach
2. Reach out to the
appropriate Yes No
escalation
contact to get
Indication of an individual or multiple Is there an opportunity to turn this into a
the information attendee experience positive experience?
needed to
respond.
3. Respond with Individual Multiple attendee Yes No
the correct
information Ask the Reply to the Work with the If appropriate, thank
attendee to attendee and appropriate them for their
DM us more ask them to event contact feedback and let them
information provide us with as needed to know we’ll pass it on.
* Triage Levels: so that we can more info so that respond and Continue to monitor
Influencer: Widespread Effect try to help we can try to take action attendees tweets.
Singular: Negative Experience them help them
49. Kred
Point of
Congregation
Created friendly
competition
Contest winners
were excited to
come by to
claim their prize
and have their
photo taken
49
53. Post Show Report topics
Sentiment / Insights
YOY Analysis
Stats
Twitter
Facebook
Social Miner
Radian 6
Social
Aggregation
Kred
Bit.ly
53
53
54. Post Show Report topics
Qualitative and Quantitative
Identification and analysis of the Cisco Live
Top Advocates and Contributors
Key topics of discussion
Positive and negative sentiment
Questions/issues addressed
Attendee suggestions for the next year
Recommendations for next year
Snapshots of attendees tweets and Facebook
posts grouped by event elements and
sentiment
54
54
55. Feedback Summaries
POSITIVE SENTIMENT
RECEIVED MOST FOR:
CAE
Keynote presentations
+ NEGATIVE SENTIMENT
RECEIVED MOST FOR:
WiFi/Wireless bing slow or unavailable
PDFs
−
Not being able to download when WiFi was slow
or down
John Chambers keynote
Issues downloading PDFs via Scheduler
Padmasree Warrior’s keynote
Not having USB drives available with PDFs
Mythbusters keynote preloaded
Demos during the keynote presentations Cisco Live Mobile App issues
DJ in the Convention Center No WiFi/wireless available during keynotes
Not getting a free t-shirt after Cisco Live ran out
Access to Cisco Live 365 and being able of them
to view live broadcasts
Registration lines (due to WiFi issues)
Event staff Lunch line on Monday
Meals Cisco Live 365 error message Monday
Giveaways Only being allowed to enter WoS through Hall D
Cisco Live Social Media Response Channel Keynote and session chairs being placed too
closely together
56. Cisco Live Mentions by Hashtag/Keyword Cisco Live Social Participation by Region
Cisco & Cisco Live Mentions by Hashtag/Keyword Cisco Live Mentions by Media Type
57. Top Three Attendee Generated Videos
503 Views 305 Views
youtube.com/watch?v=EPKMANz8wzo Youtube.com/watch?v=o0um-PMdie0
353Views
57
youtube.com/watch?v=k_im_uWGO8Q
58. Results YOY
Social media activity, advocacy, attendee contribution, and
feedback continues to increase year over year.
↑ 280% increase in @CiscoLive Twitter followers from 2010 to 2012
↑ 23,760 total Cisco Live mentions (5% increase from 2011)
↑ 10,734 @CiscoLive Twitter followers—gained 433 followers
during the event, YoY followers up 75% from 2011)
↑ 181% increase in social media activity the weekend prior to the event
and 266% during the event
↑ 196% increase in total outgoing posts from 2011 (Facebook and Twitter)
58
58
59. Cisco Live Social Media Stats (6/10-14,2012)
2,512,204 total reach 2010
4,842,639 impressions 2011
Volume of tweets by year 2012
445 Facebook likes 500
424 436
3,595 total photos uploaded
to the Media Gallery
400 361 358
290
2,314 clicks on bit.ly links 300
sent from @CiscoLive 184 176
200 166 172
134 129
314 blog mentions 122
80
100 65
3,595 total updates to the Media 30
Gallery 0
3,325 total updates to the Social Day 1 Day 2 Day 3 Day 4 Day 5
Aggregation page
59
59
63. Image by Pieter Musterd used with Attribution as directed
63 Creative Commons
http://www.flickr.com/photos/piet_musterd/1858568495
64. 2012 Social Media
Kathleen
Mudge
Kenny
Lauer
kmudg@cisco.com
klauer@gpj.com
@kathleenmudge
@kennyL
65. Email / tweet us for
today’s presentation
Image by Pieter Musterd used with Attribution as directed
65 Creative Commons
http://www.flickr.com/photos/piet_musterd/1858568495
66. Tweet for
Playbook template + Presentation +
Video
1. @kennyl
2. Tweet something about the talk
3. Use Hashtag : #norm #eventtechnyc
Image by Pieter Musterd used with Attribution as directed
66 Creative Commons
http://www.flickr.com/photos/piet_musterd/1858568495