1. The Era of Global
Social Engagement
Paula Wang, Cisco China Marketing, Twitter: @paulawang, Weibo: @Paula丽王
May 9, 2012
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2. 2010+
2000+
1990+
Engagement
Inclusion
Social
Engagement
Connectivity
Social Media
Connectivity
Consumerization
of IT
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Immersive
Communication
Technologies—
Video and Mobility
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3. India, China & Brazil most connected countries (90% social usage)
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4. © 2012 Cisco and/or its affiliates. All rights reserved.
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5. 78% of 18-34 year olds,
71% of 35-44 year olds,
59% of 45-54 year olds
use social media
25% are equally likely to share their
dissatisfaction with a company, brand or
product via social media
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6. 34% of Americans online have used
social media to rant or rave about a
company, brand, or product
38% aim to influence, 46% feel they
can be brutally honest on the internet
28%
Facebook fans are
more likely than
non-fans to continue using a product
41% fans are more likely than non-fans
to recommend to a friend
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7. Most efficient listening and
feedback-gathering channel available
Accelerates word of mouth
It is the new collaboration system between
employees, customers and brands
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8. • Real-time monitoring social media for any mention of Cisco (products, services, solutions)
• Delivering actionable insights and measured impact
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9. Create Conversations Through Content
Marketing on Social Web
Social
Web
Internet of Things
Infographic
Tech
Publications
and Blogs
Campaign related infographics were designed
to surface Cisco proof points and increase
positive buzz
• 30% increase in quantity of conversation,
7% increase in sentiment
• 100MM impressions globally
• Tweets from Jeff Jarvis, Brian Solis, Guy Kawasaki,
Om Malik and other influencers were re-tweeted
thousands of times
• 2nd highest viewed Cisco blog in 2011
• Earned a top spot in Reddit Tech
© 2012 Cisco and/or its affiliates. All rights reserved.
Global Syndication
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10. 1.
Tips for Getting Started…
“Thank you so much for your support
of the Greater China Ambassador
Program and recognition of the
contribution of our SMEs!”
1
Create a repeatable program for local execution – implement a Social
Ambassador program to identify, enable and reward subject matter experts (SMEs)
to help customers online
–manager of a featured SME
(aka Social Champion)
2
Offer easy access – make it easy for employees to join and nominate colleagues
via internal community
3
Say “thank you” a lot - recognize SMEs as “Social Champions” via rewards
program to share success, notify managers and executives, and recruit new
volunteers
4
Use gamification to recruit & retain volunteer SMEs across the company
(e.g., vote for SME awards, earn points and badges, etc.)
5
Tie to events – integrate online and offline activities to build and strengthen
relationships (e.g, make SMEs rock stars at your event, host briefings, conduct
training, “meet your SME”, etc.)
6
Build a sense of community with and for your ambassadors by highlighting key
accomplishments across the company (e.g., distribute regular newsletter sharing
successes, customer responses, interesting pictures, video clips, etc.)
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11. ENGAGE
Social Ambassador Program
1
1
2
3
2
3
4
4
5
5
Cisco.com.cn
CIN
Online
Community
Weibo
Youku Video
Channel
思科官网
(Social @思科
中国)
思科技术达人秀
思科中文技术社
区
官方微博+”大使
“ 微博
优酷思科视频分
享空间
Integration: Add “Share” Button to drive message flow and acquire followers.
As of Mar. 26, 2012
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12. ENGAGE
Number of Tweets
Social Ambassador Program
Number of Followers
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13. Sept.-Nov. 2011
Feb. 2012
Mar. 2012
Note: All the words around the key topic – Cloud, the size of each word refers to number of post, distance among words doesn't have specific meaning.
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14. Organic channel voice increased 28% in the share of all Cisco mentions on Weibo (Feb)
Voice breakdown
Trend by channel,
Mar, 2012
Own channel voice comparison
8%
Mar
91%
1%
Neutral
Share of Mentions
Sep-Nov
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
19%
80%
1%
Negative
0%
50%
100%
59%
74%
87%
Organic voice comparison
Mar
41%
26%
17%
Feb
Owned Channel Voice
82%
1%
85%
2%
Mar
Organic Voice
Positive
Neutral
13%
Sep-Nov 13%
Sep-Nov
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Positive
0%
50%
Negative
100%
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15. ENGAGE
Social for Campaigns
Super Bowl LED Screen
176 tweets
Cisco Recruitment Tips
Roadshow Polling
Architecture Roadshow Preferred Cloud Topic Polling to
collect customer , partner , and social audience feedback
Participants:536
Retweeted:413
Comments:89
(Link)
© 2012 Cisco and/or its affiliates. All rights reserved.
The biggest LED screen at Super
Bowl stadium was supported by
Cisco drew a lot netizens’ attention
and discussion on weibo, Cisco’s
high-tech image was popularized and
admired through the promotion, also
received the good suggestions from
brand fans. (link)
159 tweets
Cisco launched an online
consultation for giving suggestions to
students who willing to work in
Cisco. The campaign continually
heat the interaction between
netizens and official account. (link)
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16. #跟我走有肉吃#
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#思科随手拍#
微群
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17. Thank you.