stephanie marx presentation

Cisco and the Social Web:Social Media Listening As

a Part of StrategyStephanie MarxSocial Media Marketing ManagerCisco Systems, Inc.

“We have two ears and one mouth so that we can listen twice as much as we speak.”

Epictetus, Greek Stoic philosopher, AD 55-c.135

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OrganizationWeb Sitecisco.com

ContentSharing &

Rating

Forums

SocialNetworks

CiscoBlogs

Blogs

Blogs

Home BasePriority: 1Time Budget: ~50%

OutpostsPriority: 2Time Budget: ~40%

PassportsPriority: 3Time Budget: ~10%

Listening Station Always onTuning in to online conversations

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Listening

Talking

Energizing

Spreading

Supporting

Embracing

“Groundswell” Social ObjectivesListening or “Monitoring” offers the ability to learn from what your customers are saying.

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Customer Groundswell

Social Media

Online press

Voice of the Customer

Bloggers / Influencers

Trade press

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MeasureAnalyze and track conversations, show business impact

MonitorDiscover real-time, relevant, impactful

conversations

EngageActive dialog with

customers or prospects, track/tag

comments for further use

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• Understand where conversations take place

• Reputation/risk management

• “Voice of Customer” research (real-time)

• Monitor conversation trends and reveal emerging themes

• Uncover influencers and potential advocates

• Competitive tracking

• Sales and lead generation

• Program metrics and benchmarking

• Identify opportunities to engage in relevant conversations

• Early warning radar for product quality and customer service issues

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Operational

TraditionalExperimental

Impactful

Stage 5Fully Engaged

Stage 5Fully Engaged

Stage 4

Stage 3

Stage 1Stage 2

• Dabbling in social listening occurs

• Initial understanding of conversation landscape: what/where/who/why

• Perceive potential benefits of listening

• Still disconnected to business operations

• Share learnings/insights broadly

• Key players/responders identified (i.e. product, marketing, support)

• Develop initial response process & start engaging

• Listening becomes more embedded in business operations

• Executive sponsorship

• Social listening and engagement drives real business results

• Cross-functional teams partner to listen, engage, take consistent and timely action, and make changes based on insights

• Listening data matched with traditional data to provide real-time overall health of the brand

• Customer understanding occurs via focus groups, quantitative surveys, or phone channel/support

• No concerted effort around social listening; possible skepticism about the benefits

Source: Ant’s Eye View

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Fully Engaged

Stage 5

• Data informs decision-making, future behavior and investment

• Social listening, engagement and risk/crisis avoidance is fully embedded in business operations

• All teams are trained and supported to respond to customers and prospects

• No customer left behind

• Consistent measurement and reporting shared with teams and senior executives

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A Job Seeker’s Tweet Our Response

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Negative: Show we care, help resolve issues, turn sentiment to neutral/positive

Lead Opportunities: Product comparisons, “looking for XYZ”

Product Reviews: Influence others

Positive: Thank them, turn them into advocates

Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail

Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail

CiscoSmallBiz: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8

CiscoSmallBiz: sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8

Nice! I really like the "Download and Accept License" all in one click - good stuff

Nice! I really like the "Download and Accept License" all in one click - good stuff

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Inviting Guest Bloggers to the Cisco SP Mobility Community

•Researched potential contributors and experts

•Reached out to solicit active bloggers in mobile industry

•Resulted in 6 strong contributors who posted regularly over 12-18 month period:

Posts received 36% of total views

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• What relevant discussions are taking place?

• Is the conversation more prominent in a particular type of social media (blogs, message boards, social networks, etc.)?

• What key topics and themes are being discussed?

• Is the conversation fragmented or is there a clear leading voice(s)? Who are the leading voices? Is the media leading or hosting these conversations? Competitors?

• Does my organization have a voice in the conversation? Is anyone talking about us?

• Are our target audiences participating in this conversation?

• Are there any passionate fans of our issue or cause? What about detractors?

• “So what? How do all those answers add up in a meaningful way that will move us forward?”

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• “Conductor” or facilitator

Listen

Distribution and alerts

Workflow

• Subject Matter Experts

Product expertise

Train, i.e. Code of Business Conduct

• Reporter

Track and analyze results

Communicate broadly

Facilitator

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Be transparent about who you are

Take responsibility for what you post

Be professional, respectful and timely in your response

Support your opinions with facts

Admit when you make a mistake and promptly correct it

Don't post something that you do not feel comfortable saying to someone's face

Add value, not noise

Be aware of laws regarding privacy, confidentiality, IP, libel, insider trading, and endorsements

Cisco’s Social Media Guidelines

Questions?

Thanks for joining us!