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Enabling Business with Social Media Tools at Cisco

Ayelet BaronVP, Strategy and TransformationCisco Systems Canada, Inc.

March 21, 2011

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Image: http://www.appappeal.com/the-most-popular-app-per-country/social-networking/

For Boomers, this is RadicalFor Generation Y, this is Business As Usual

Todays Reality Consumers increasingly trust strangers for movie, book, travel and restaurant recommendationsWe expect instant, transparent and authentic informationWe want to be part of the conversation; we dont want to be marketed atWe feel overwhelmed by information because we dont always know how to filter informationWord of mouth and trusted sources are more important than ever

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Image: http://www.time.com/time/magazine/article/0,9171,1569514,00.html

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Social Media Basic Training

A way to connect people online to have conversations and exchange informationA way for consumers to communicate directly and connect with brands and peopleA way for brands to strengthen communitiesViral, via mobile and web based platforms

What Social Media is

Social media is not FREE. Takes time investment and engagementA strategyBroadcastingThe are no real experts or gurusDriven by tools but people

What Social Media is Not

http://linasrivastava.com http://riptideonline.com

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http://linasrivastava.com http://riptideonline.com

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http://blogs.cisco.com/emerging/enabling_kenyan_and_us_connections_across_the_human_network_with_telepresen/

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Its About Enabling Your Business Strategy; Not the Social Media Tools

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Image: http://www.tamaleaver.net/2010/08/10/2010-social-networking-map/

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The World in 2011

Two Way Communication(Conversation, Listening, Responding)

Relationship Building(Connecting, Conversations, Two-Way Communication)

Conversations(Across Domains, Relationships, Open Leadership, Communities)

Viral/Organic(Not Paid, Capturing Minds, Reviews, Integration)

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Images: http://www.google.com/images?hl=en&source=hp&biw=1280&bih=709&q=social+media+globe&gbv=2&aq=f&aqi=&aql=&oq=

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Enabling Business Strategy with Social Media:5 Key Steps

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Ciscos Social Media JourneyAddress Business Needs, Uncover opportunities

Reduce Costs

Extend Reach

Engage Customers

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

#

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

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2011 Cisco and/or its affiliates. All rights reserved.

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2011 Cisco and/or its affiliates. All rights reserved.

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Cisco Flip Case Study

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Contact: Tod Famous, Cisco SocialMiner, CCBU [Flip contact?]

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Flip Team Uses Cisco SocialMinerhttp://www.cisco.com/en/US/products/ps11349/index.html

Effectively monitor Twitter conversations at faster rate, increasing ability to interact with fans and consumers.One FTE social media resource:Monitors Twitterscanned hundreds, if not thousands of posts. Get 10-20 posts per hours and as many as 50 per hour on Twitter, many with direct questions.On Facebookget 10-20 posts a day even if they dont post anything. Replies to posts can range anywhere from 20-300+ per post over the course of a day.Quickly scan posts and focus on important ones such as interacting with a consumer to influence their purchase decision. Consumer then often becomes an advocate and speaks about their experience publicly.Address comments on service that the user deemed unsatisfactory or unhelpful (e.g. the time it takes to process returns and receive a new camera). Enables operational improvements. Capture celebrity comments and share/repost them.

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Helping with Purchase Decisions and Encouraging Conversation

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Providing Expert Advice & Product Support

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Thank you.

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