Presentation at Connected Women seminar in February 2010

1. Social Media Marketing:
The Customer Centric Approach
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential

2. Why Social Media Marketing?
Link til Video; Socionomics
http://www.youtube.com/watch?v=sIFYPQjYhv8
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3. And a bit more recent...
! There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each
week on Facebook
! There are now 11m LinkedIn users across Europe.
! Towards the end of last year, the average number of tweets per day was over 27.3 million
! The average number of tweets per hour was around 1.3m
! More than 700,000 local businesses have active Pages on Facebook.
! Purpose-built Facebook pages have created more than 5.3bn fans.
! 15% of bloggers spend 10 or more hours each week blogging, according to Technorati's new
State of the Blogosphere.
! At the current rate, Twitter will process almost 10bn tweets in a single year.
! About 70% of Facebook users are outside the USA
! India is currently the fastest-growing country to use LinkedIn, with around 3m total users.
! More than 250 Facebook applications have over a million combined users each month.
! 70% of bloggers are organically talking about brands on their blog.
! 38% of bloggers post brand or product reviews.
! More than 80,000 websites have implemented Facebook Connect since December 2008 and more than
60m Facebook users engage with it across these external sites each month.
http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
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4. Our customers are doing this..…..
13,000,000 articles on Wikipedia in 200 languages
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5. In so many places……
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6. And they expect us to participate…..
of social media users believe a company should
have a presence in social media
Believe they should interact
Cone Business in Social media study
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7. Getting Started
Multiple Approaches
! Branded SM ! Research
channels ! Focus
(Twitter, YouTube, ! Engage
Facebook, LinkedIn, etc.) ! Stimulate with competitions
! Publish content
! Integrate across
channels (RSS feeds) 1 2
! Promote campaigns Presence Influencers
& events
4 3
Measure Listen
! Measure conversation ! Active - develop platforms
impact for customer conversations
! Passive – monitor
conversations
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8. Twitter 1
Microblogging with Impact Presence
Over 1.2 million
followers!
Cost
= $0
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9. Twitter 1
Local Conversations Presence
Over 5,000
followers
In 5 months
Cost
= $0
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10. Integration 1
Social Media advertising: Presence
Google Feedburner ad unit extends reach
>100%
increase in
followers
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11. You Tube: 1
leveraging corporate video in social media Presence
5,908 video
views
Cost
= $0
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12. 2
Focus on the Relevant Conversations Influencers
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13. 2
Where are they Happening? Influencers
Identify:
" Top Communities
" Top Influencers
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14. Drive Engagement 2
Digital Cribs: Heaven or Hell video competition Influencers
50,000 views
23,000 comments
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15. Corporate Blogs: 3
engaging customers in conversation Listen
Integrate
all SM
channels
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16. Crowdsourcing: 3
Customer led new product innovation Listen
! 2,500 participants
! 1,200 ideas
! Public voting
! Global team
collaboration
! Winner created new
Cisco Business unit
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17. Virtual Events & Communities: 3
blends content, video and conversations Listen
! 200 Euro/ 1 year
access
! 3,566 registered users
! 2.2 visits per user
! 20 downloads per user
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18. Nobel Peace Prize Campaign Summary
! Activity started: 1 December 2009
! Twitter – tweets were written and circulated for all Cisco and personal accounts to
distribute including Bit.ly tracking URLs and hashtag: #PeaceConcert
! Twitter – live concert coverage was tweeted by @CiscoNorway, @Padmasree,
@sibbo77, @Meg_Granger and @kmyrvold
! YouTube – 5 videos were circulated
! Business Social Networks – LinkedIn, Xing and Viadeo. Event was listed on all 3
networks.
! Blogs
! Facebook – an event was setup on the main Cisco fan page directing visitors to the
Nobel Peace Prize Concert.
! Hashtag - #PeaceConcert was created internally, the tag was used by non-Cisco
employees/vendors. Good result.
! Activity ended: 11 December 2009 midnight (GMT)
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential

19. 3
Nobel Peace Prize Campaign Results Listen
! Bit.ly URL Tracking
Twitter
Pre concert activity = 516 clicks
11 December concert activity = 785 clicks
Business Social Networks
LinkedIn = 29 clicks
Viadeo = 18 clicks
Xing = 13 clicks
YouTube = 20 clicks
MySpace = 4 clicks
Facebook = 6 clicks
Blogs = 1 click
#PeaceConcert = 1076 clicks on 11 December (result includes Twitter Bit.ly activity on 11 December of 785 as
detailed above),.
Total Bit.ly clicks: 1684
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential

20. 4
Measure: Cymfony Monitoring Tool Measure
What does it do?
! Scan various data sources for
keywords and key phrases
! Display real-time reporting
! Drill-down to actual articles/posts
What does it tell you?
From what sources? ! Volume
! Blogs & Discussion Boards/ ! Share of voice
Forums
! Sentiment
! Microblogs (e.g. Twitter) ! Who & Where
! Video and Image text ! Key Themes
! Voting & Bookmarking activity (e.g.
Digg, Deli.icio.us)
! Internal Feeds – blogs, discussion
groups, customer support
! Traditional Press
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential

21. Collaboration Networks
will be to organisations what social networks are to consumers
C-Vision: Cisco’s YouTube
Cisco Directory: Europe All Hands
Innovation Virtual Innovation Europe
Facebook for the Enterprise
C-Vision: Virtual All Hands
Cisco’s YouTube Cisco
Directory:
Facebook
for the
Enterprise
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22. Social Media Marketing is
Customer Centric Marketing
Presence Influencers Listening Measure
Engage Amplify Interact Adapt
Social Media
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23. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24

24. September 28th, 2009
10 Fortune 500 Companies Doing Social Media Right!
“! build socialbusinesssuch tapblogs, asideas and
We see
to
media,
1. Office Max!
your and
as
into the
a great way
2. Newell Rubbermaid!
”!
input of people using your products. !
3. Cisco!
4. Texas Instruments! Carlos Dominguez, !
Senior Vice President in Cisco’s Office of the Chairman of the Board and CEO"
5. INTEL!
6. Dude Energy!
7. SeaGate!
8. EMC!
9. DirecTV!
10. FedEx!
2
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