cisco live! social media hub comprehensive report
DESCRIPTION
A metrics readout describing the results of the social media engagement for Cisco Live 2013 (Orlando, FL). The Social Media Hub was a physical space that was used as a vehicle to facilitate this engagement.TRANSCRIPT
1© 2010 Cisco and/or its affiliates. All rights reserved.
July 2013
Charlie Treadwell, Bernadette Koscielniak, George Metrik, Davythe Dicochea, Kathleen Mudge, LaSandra Brill– Social Media Marketing
GolinHarris
Cisco Live! Social Media Hub Comprehensive Report
© 2010 Cisco and/or its affiliates. All rights reserved. 2
Objective:
The social media team had two primary goals at Cisco Live! 2013….
Enhance the experience for
in-person attendeesand
Create brand content and elevate user content
© 2010 Cisco and/or its affiliates. All rights reserved. 3
What we did: Social Media Hub • Created an on-site hub with screens showing real-time content and
conversations from the event
• Staffed the hub for the first time with community managers and content creators to engage attendees as Cisco Live on Twitter and Facebook
• Created over 100 real-time graphics to address key conversations and elevate key messages
© 2010 Cisco and/or its affiliates. All rights reserved. 4
Results: Increased Volume of Conversation• The Social Media Hub team
• Drove 40M impressions
• Accounting for ~20% of the overall Cisco Live impressions
• Cisco Live! social media mentions • Created 227M impressions
• 46k total social mentions
• Mentions doubled from 2012 to 2013
• #CLUS trended nationally on Twitter twice during the show
• Social Media Hub team’s engagement volume was so high at one point that it exceeded Twitter’s engagement limits
© 2010 Cisco and/or its affiliates. All rights reserved. 5
Results:
“Across all categories, we saw record satisfaction scores, engagement in educational sessions and a general excitement for Cisco’s strategic direction as well as the overall Cisco Live experience”
--Blair Christie, CMO
“#CLUS is like Christmas… as soon as it's over, I'm already looking forward to next year! Thanks @CiscoLive, it was an awesome event!”
--Rolf Schaerer, CCIE
© 2010 Cisco and/or its affiliates. All rights reserved. 6
Table of Contents
• Social Media Hub Performance
• Cisco Live Visibility
• Cisco Live Insights
• Recommendations
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 77© 2010 Cisco and/or its affiliates. All rights reserved.
Social Media Hub Performance
© 2010 Cisco and/or its affiliates. All rights reserved. 8
Social Media Hub Difference
• The Social Media Hub content creation and engagement team drove 40M impressions or nearly 20% of the overall impressions generate from the event through direct attendee engagement and real-time content creation
• Created an average of 30 pieces of creative imagery in real-time a day
Change perception and behavior
• Building the Cisco brand: Supported key messages from keynotes by creating and sharing images in real-time.
• Enhancing attendee experience: Provided mobile chargers, little extras and contests to keep attendees engaged and excited.
• Addressing issues: Limited mobile app outage conversation by sharing information within minutes of reported outage and assisting attendees on an individual level
Increased engagement and visibility
© 2010 Cisco and/or its affiliates. All rights reserved. 9
Sat Sun Mon Tue Wed Thu0
100
200
300
400
500
90
322 370 387307 266
Social Hub Team: Content and Engagement
4 RTs18,801 Imps
7 RTs36,826 Imps
3 RTs17,636 Imps
21 RTs33,765 Imps
12 RTs18,390 Imps
44 RTs75,088 Imps
10 RTs20,492 Imps
66 RTs65,194 Imps
12 RTs28,632 Imps
31 RTs32,458 Imps
24 RTs28,406 Imps
The Social Media Hub team proactively drove more than 1,700 engagements during the course of the show with more than 100 real-time, custom images produced. This integrated content production and engagement approach drove more than 3,000 engagements with key stakeholders, more than 8,000 clicks, and nearly 40M social impressions.
Sent Posts
© 2010 Cisco and/or its affiliates. All rights reserved. 10
Social Media Hub: Driving Positive Experiences• The Social Media Hub was mentioned 647 times as a meeting place, a place to watch the keynotes, and in
a positive way.
• Mentions were spread throughout the show and peaked around keynotes and afternoon contests / engagements
© 2010 Cisco and/or its affiliates. All rights reserved. 11
Social Media Hub: Keeping the Organization Informed• The Social Media Hub produced used real-time data to capture trends that guided
content creation
• Daily and intermittent reports kept members at all levels of the organization informed about performance and emerging trends of the show. These trends and stats even guided Blair Christie’s keynote content
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1212© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Live Visibility
© 2010 Cisco and/or its affiliates. All rights reserved. 13
Cisco Live!: Volume of Mentions
• Twitter was the most used channel to talk about Cisco Live!. This should not come as a surprise given the medium lends itself nicely to comment on ongoing events and conversations were reinforced through the Cisco Live Social Media Hub
• Mentions across Facebook, Blogs and Mainstream News had a much different flow than on Twitter. Whereas the latter peaked towards the start of the event concentrating on key announcements, blog pieces were more frequently found at the end of the week suggesting write-ups of the entire event
Twitter94%
Facebook3%
Blogs1%
Images1%
Mainstream News1%
Blogs
Images
Mainstream News
Comments
Forum Replies
Videos
Forums
Twitter 43,077Facebook 1,444Blogs 416Images 313Mainstream News 285Comments 198Forum Replies 144Videos 143Forums 32
Total Mentions 46,051
*Forums, Forum Replies, Videos and Comments represented less than 1% of the total conversations
© 2010 Cisco and/or its affiliates. All rights reserved. 14
Cisco Live!: 2012 vs. 2013 Volume
Jun-5|Jun-18
Jun-6|Jun-19
Jun-7|Jun-20
Jun-8|Jun-21
Jun-9|Jun-22
Jun-10|
Jun-23
Jun-11|
Jun-24
Jun-12|
Jun-25
Jun-13|
Jun-26
Jun-14|
Jun-27
Jun-15|
Jun-28
Jun-16|
Jun-29
Jun-17|
Jun-30
Jun-18|Jul-
1
Jun-19|Jul-
2
Preshow Day 1 Day 2 Day 3 Day 4 Day 5 Postshow
0
2,000
4,000
6,000
8,000
10,000
12,000 2012
2013
• Looking at Cisco Live! and the five days preceding and following it, 2013 drove more than double the conversations of 2012.
Cloud
Video
Data
Cente
r
Secur
ity
Networ
king
Mob
ile
Device
s
0
400
800
1,200
1,600
2012
Keyno
te
Data
Cente
r
Networ
king
Enter
prise
Share
Gee
ks
Inte
rview
0
500
1,000
1,500
2,000
2,500
2013
Top Topics by Year
© 2010 Cisco and/or its affiliates. All rights reserved. 15
• There have been over 46,051 mentions of Cisco Live! throughout the month of June
• Anticipation for the event started as early as two weeks before opening Sunday and momentum build up continuously up until the 23rd
• Conversation volume naturally accelerated with the start of Cisco Live! and culminated with John Chambers’ keynote on Tuesday, the 25th of June
• The concluding two days were a mirror image of the first two before overall engagement quickly tallied off towards the weekend
Cisco Live!: Volume of Mentions Overall
6/1/
2013
6/2/
2013
6/3/
2013
6/4/
2013
6/5/
2013
6/6/
2013
6/7/
2013
6/8/
2013
6/9/
2013
6/10
/201
3
6/11
/201
3
6/12
/201
3
6/13
/201
3
6/14
/201
3
6/15
/201
3
6/16
/201
3
6/17
/201
3
6/18
/201
3
6/19
/201
3
6/20
/201
3
6/21
/201
3
6/22
/201
3
6/23
/201
3
6/24
/201
3
6/25
/201
3
6/26
/201
3
6/27
/201
3
6/28
/201
3
6/29
/201
3
6/30
/201
30
2000
4000
6000
8000
10000
12000
Beginning of Cisco Live
John Chambers Keynote
© 2010 Cisco and/or its affiliates. All rights reserved. 16
Cisco Live!: Volume of Mentions 6/22 – 6/28
• New Catalyst product announcements dominated conversations on the second day
• John Chambers and Robert Lloyd drove Cisco Live! mentions with their respective keynotes on Tuesday and Wednesday
• 90% of conversations were positive*
• 83% of June Cisco Live! conversations occurred during the duration of the event
• The functionality of the mobile app was widely commented on and received a lot of praise
6/22/2013 6/23/2013 6/24/2013 6/25/2013 6/26/2013 6/27/2013 6/28/20130
2000
4000
6000
8000
10000
12000
6/22
/201
3
6/23
/201
3
6/24
/201
3
6/25
/201
3
6/26
/201
3
6/27
/201
3
6/28
/201
30
200400600800
10001200140016001800
Negative Positive
John Chambers Keynote
Robert Lloyd keynote
New Catalyst announcements
Availability and functionality of the mobile app
*excluding neutral
© 2010 Cisco and/or its affiliates. All rights reserved. 17
Cisco Live!: Mentions by Hashtag
#clus
#cisco
#ciscolive
#ioe
#clscavenger
#ccie
#emc
#flexpod
#gamechanger
#sdn
0 5000 10000 15000 20000 25000 30000 35000
30366
900
700
579
415
365
354
290
286
219
Total Count
Insights
• Attendees adopted and used hashtags beyond just event (#clus) hashtag.
• #IoE and #CCIE are evergreen tags that benefited from the overall increase in volume around Cisco Live!. People used #gamechanger to organize thoughts about Nexus 7700, we will track to see if this hashtag continues to be used.
• #clscavenger hashtag organized content specific to an on the ground activation.
© 2010 Cisco and/or its affiliates. All rights reserved. 18
Cisco Live!: Sentiment by Hashtag
#clus #cisco #ciscolive #ioe #cluscavenger #ccie #emc #flexpod #gamechanger #sdn0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Postive
Neutral
Negative
• Both #clus and #ccie drove extremely positive conversations.
• Overall, #clus conversations were generically positive with commenters heralding a great presentation, great interactions with peers, or a great day at Cisco Live. Additionally, the super-charged wifi drove a number of positive conversations.
• The CCIE party, along with individuals receiving their CCIE certification, drove the majority of positive #ccie conversations. Negativity arose around long check-in lines and the bus transportation to the party.
• On average top hashtag conversations were 10 times more positive than negative.
© 2010 Cisco and/or its affiliates. All rights reserved. 19
Cisco Live!: Mentions by Region
• Although the vast majority of mentions originated from the US, the map above demonstrates the vast reach and engagement of Cisco Live! in June
• The US and Canada represented nearly nine in ten mentions
• Conversations in Europe were led by the UK, Finland and Netherlands which benefitted from attendees sharing their journey to and in Orlando
© 2010 Cisco and/or its affiliates. All rights reserved. 20
California 2,528Florida 1,330North Carolina 942Texas 880Massachusetts 579Georgia 524New York 393Illinois 355Pennsylvania 341Wisconsin 315
*Out of a 25,000 sample size
Top Conversations by State
• The majority of conversations originated from accounts based in California – home to both Cisco HQ and Silicon Valley. Secondly, Floridians heavily conversed as Cisco Live! was held in Orlando.
• Out of the top 20 conversation driving states, 10 were located on the East Coast.
• Within the sample size only Montana and North Dakota did not receive interactions, and the states represented in white drove less than 50 conversations apiece.
Cisco Live!: Mentions by Region (US)
© 2010 Cisco and/or its affiliates. All rights reserved. 21
Top Content: Keynote support, curation, visuals
• Source: FB Insights / Sprinklr
52 RTs75k Reach
43 RTs43k Reach
55 Shares19k Reach
13 RTs1.48M Reach
3 RTs1.48M Reach
9 RTs1.47M Reach
Content was designed to both lead topical discussion as well as elevate and respond to attendee conversations
© 2010 Cisco and/or its affiliates. All rights reserved. 22
Top Content: Keynote support
52 RTs75k Reach
3 RTs1.48M Reach
During all the keynotes key messages were pulled and made into graphics in real-time to reinforce brand messages as well as increase sharability of those messages. We also elevated user comments that gained traction and supported Cisco’s brand and reputation.
© 2010 Cisco and/or its affiliates. All rights reserved. 23
Twitter: Summary
22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun0
200
400
600
800
1,000
1,200
1,400
@replies
@Mentions
RT's
Insights
The highest volume of Twitter retweeting came on Wednesday around “nerds” post
Monday had the highest amount of interactions based on welcoming attendees and answering questions.
Results
18,558 Total Followers 1,263 New Followers 1,742 Brand Posts 891 RTs 3,707 @Mentions 659 @Replies
© 2010 Cisco and/or its affiliates. All rights reserved. 24
Facebook: Summary
Insights
Facebook was used by attendees as they planned and traveled to Cisco Live! but gave way to Twitter as the key channel for attendees and those following the event.
Results
19,630 Total Followers 1,053 New Followers 19 Brand Posts 146 Shares 106 Comments 1,182 Likes
22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun0
50
100
150
200
250
300
350
400
450
500
Likes
Comments
Shares
25© 2010 Cisco and/or its affiliates. All rights reserved.
Thank You!