social media summit 2012

Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 1

The Era of Global Social EngagementPaula Wang, Cisco China Marketing, Twitter: @paulawang, Weibo: @Paula 丽王May 9, 2012

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

A New Era

1990+

Connectivity

2000+

Inclusion

2010+

Engagement

Connectivity

Consumerization of IT

Social Media

Immersive Communication Technologies—Video and Mobility

Social Engagement


China Increasingly Dominates Online Behavior


Did You Know…

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


Did You Know…

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 28% more likely than non-fans to continue using a product

41% fans are more likely than non-fans to recommend to a friend


Why Social Matters to Business

Most efficient listening and feedback-gathering channel available

Accelerates word of mouth

It is the new collaboration system between employees, customers and brands


Social Listening: Our North Star• Real-time monitoring social media for any mention of Cisco (products, services, solutions)• Delivering actionable insights and measured impact


Accelerate Word of Mouth

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

Internet of Things Infographic

Social Web

Tech Publications

and Blogs

Global Syndication

Create Conversations Through Content Marketing on Social Web


6

5

4

3

2

1

Enable Collaboration Between Your Employees and Customers using Social Media

1. Tips for Getting Started…

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

Offer easy access – make it easy for employees to join and nominate colleagues via internal community

Say “thank you” a lot - recognize SMEs as “Social Champions” via rewards program to share success, notify managers and executives, and recruit new volunteers

Use gamification to recruit & retain volunteer SMEs across the company (e.g., vote for SME awards, earn points and badges, etc.)

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.)

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.)

“Thank you so much for your support of the Greater China Ambassador Program and recognition of the contribution of our SMEs!”

–manager of a featured SME (aka Social Champion)


Overview of the Social Ambassador Program

1 2 3 54

Cisco.com.cn

思科官网(Social @ 思科

中国 )

CIN

思科技术达人秀

Online Community

思科中文技术社区

Weibo

官方微博 +” 大使“ 微博

Youku Video Channel

优酷思科视频分享空间

1 2 3 54

Integration: Add “Share” Button to drive message flow and acquire followers.

As of Mar. 26, 2012

ENGAGESocial Ambassador Program


To Mobilize Ambassadors as Social Voice of Cisco

ENGAGESocial Ambassador Program

Number of Followers

Nu

mb

er o

f Tw

eets


Social Listening for Cloud-Related Conversations

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.

Mar. 2012Feb. 2012Sept.-Nov. 2011


Impact of Ambassador ProgramOrganic channel voice increased 28% in the share of all Cisco mentions on Weibo (Feb)

Sep-Nov Feb Mar0%

10%20%30%40%50%60%70%80%90%

100%

41%26%

13%

59%74%

87%

Owned Channel Voice Organic Voice

Share of Mentions

Voice breakdownTrend by channel,

Mar, 2012

Sep-Nov

Mar

0% 20% 40% 60% 80% 100%

19%

8%

80%

91%

1%

1%Positive

Neutral

Negative

Own channel voice comparison

Sep-Nov

Mar

0% 20% 40% 60% 80% 100%

13%

17%

85%

82%

2%

1% Positive

Neutral

Negative

Organic voice comparison


Weibo Engagement Examples

Roadshow PollingArchitecture Roadshow Preferred Cloud Topic Polling to collect customer , partner , and social audience feedbackParticipants:536Retweeted:413Comments:89(Link)

176 tweets

Super Bowl LED ScreenThe 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 Recruitment TipsCisco 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)

ENGAGE Social for Campaigns

http://www.weibo.com/1979838530/ybXHTfxvD

http://weibo.com/2136597877/y4xVGjaIJ

http://weibo.com/2129065595/y7qwUBOQz


How Do We Nurture the Ambassadors?

# 思科随手拍 # 微群# 跟我走有肉吃 #

Thank you.

social media summit 2012

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