Mais conteúdo relacionado Semelhante a Social Media @CiscoSystems:Our Approach to Listening & Responding (20) Mais de LaSandra Brill (12) Social Media @CiscoSystems:Our Approach to Listening & Responding1. Social Media @CiscoSystems:
Our Approach to Listening & Responding
LaSandra Brill
Senior Manager, Digital & Social Media Strategy
Cisco Systems, Inc.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
2. Content
Sharing &
Rating
Forums
Organization
Web Site
Blogs
cisco.com Social
Networks
Blogs
Cisco
Blogs
Home Base Outposts Passports
Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station Always on
© 2010 Cisco and/or its affiliates. All rights reserved.
Tuning in to online conversations Cisco Confidential 2
3. 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
Facebook fans are more 28%
likely than non-fans to continue
using a product
41% fans are more likely than
non-fans to recommend to a
friend
Harris Interactive, Harris Poll, June 2010
Syncapse Corp, The Value of a Facebook Fan, June 2010
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
5. • It is the new collaboration
system between
employees, customers
and brands
• Most efficient listening
and feedback-gathering
channel available
• Accelerates word of
mouth
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
7. Listening or “Monitoring”
“Groundswell” Social Objectives offers the ability to learn
from what your
Listening customers are saying.
Talking
Energizing
Spreading
Supporting
Embracing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
8. Gaining insights to drive real business
results… Identify
Emerging Themes
Capture Find Fans
Industry Trends and Advocates
Competitive Discover
Insights Product Issues
Benefits of
Listening
Uncover Crisis / Risk
Influencers Management
Message Product
Penetration Development
Feedback
Sales Leads
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
9. Stage 5
Fully Engaged
Stage 4
Stage 3 Impactful
Stage 2 Operational • Social listening and
Stage 1 Experimental engagement drives real
• Share insights broadly business results
Traditional
• Dabbling in social • Key players/responders • Cross-functional teams
• Customer understanding listening occurs identified (i.e. product, partner to listen, engage
occurs via focus groups, • Initial understanding of
marketing, support) consistently and make
surveys, or phone conversation landscape • Develop initial response changes based on
channel/support process, start engaging insights
• Perceive potential
• No concerted effort benefits of listening • Starts to be embedded in • Listening data matched
around social listening; business operations with other data to
possible skepticism • Still disconnected to provide real-time overall
about benefits business operations • Executive sponsorship health of brand
Based on Ant’s Eye View Social Engagement Journey:
http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
10. Meet
Charlie:
the
Conductor
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
11. Listening & Response is handled by a network of
liaisons, SMEs and dedicated technical services team
Listening Liaison
Product/Solution
Listening Liaison Mktg, etc.
SMEs Crisis Comms, etc. Dedicated Team for Support
Response & Engagement,
Technical Services
Listening Liaison
Partner/Field Mktg, etc.
Listening Liaison
Product/Solution
Marketing, etc.
Social Media Listening Center,
SMEs
Digital & Social Media
Marketing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
12. Route messages to other
teams
Build Employee Database Scan Social Mentions about
Answer Questions Executive Tours
Cisco
Reporting & Analysis Identify and thank advocates
Build Partner Database Monitor Competition
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
13. he knows when
competitive
conversations spike and
can tell us why
and is monitoring Cisco
products, services and
brands for shifts in
sentiment or emerging
themes
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
14. • Cisco Data Center Enters a New Market with Unified
Computing (UCS)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
15. Cisco you suck - I have to register &
then click bloody download and
accept about a thousand times just to
get updated firmware. #wtf #fail
@henaredegan sorry to
hear about the downloads
issues. We created a page
for easier firmware
downloads, hope this helps!
http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the
“Download and Accept License” all in
one click – good stuff
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
16. Cisco responded to an Executive tweet asking a
question about TelePresence.
• Customers publicly voice their concerns about the
acquisition on Tandberg’s Facebook page.
• Cisco calm fears and avoids any further public
escalation of concerns on Facebook.
• The customer has since removed his negative
comments from the Facebook wall.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
18. © 2010 Cisco and/or its affiliates. All rights reserved. This framework was built using the USAF Blog Triage Cisco Confidential 18
19. Content Management Content Conversations Conversation Mgmt.
• Video • Listening/Insights
• Posts • Multiple Users
• Images • Posts
• Links • Interactions
• Campaigns • Comments
• Campaigns
Metrics & Analytics
Metrics & Analytics
• Impressions/Reach
• Interactions
• Shares/Trackbacks
• Workflow
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
20. Cisco Product SocialMiner
Global Cisco
Family Group 2 Visualization
Tweets
Twitter Cisco Product
Word Cloud
Influencers Family Group 2
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
21. Chart Data Source: Radian6
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
24. • Build your team & listening
network
• Know how you are going to
handle a situation
• Consider a Social Media
Listening Center as a change
agent
• Document your successes to
prove your value
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
Notas do Editor But first, an overview of how social media has changed our ecosystem - Based on Chris Brogan’s presence frameworkListening across all these properties 46% brutally honest – easier to do than when you’re face to face or on phoneAll of these numbers and statistics probably differ depending on which study, survey or research you’re looking at…but the main point is the numbers are LARGE So why does this matter? Social Media is not a fadCommunication has evolved from one to one, to one to many, to many to many To demonstrate the increased growth. Each petal represents a channel such as Video, Blogs, Photo sharing – and within each channel are examples of some of those channels so you can see how huge, conversations could be happening about your company/product/brand on any of these channels and probably is Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press How we’ve progressed through the journey Talk here about sales opportunities as well… you need to have a strategy in place and an important part of that is having a listening framework and work flow in place – the one is based on the US Air Force blog triage Volume, what’s driving spikesWhere, what