Contenu connexe Similaire à The Cisco Social Journey Continues: From Operations to Intelligence & Innovations (20) Plus de LaSandra Brill (14) The Cisco Social Journey Continues: From Operations to Intelligence & Innovations1. The Cisco Social Journey Continues
From Operations to
Intelligence and Innovations
LaSandra Brill
Senior Manager, Social Media Marketing
@LaSandraBrill
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
2. Two-Way
Communication
Marketing in a (not one way)
Web 2.0 World
Build
Communities
(not websites)
Join the Conversation
(not just in your domain) Earned
(not paid)
Create a
Relationship Integration
(not an event) (not interruption)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
3. PROGRAMS
Public Engagement
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
SOCIAL BRAND Listening SOCIAL BUSINESS
(External) Focus (Internal)
Training
Tools & Process
Organization Models
Staff Resources / Allocation
Policies & Guidelines
Knowledge Sharing
Culture
INFRASTRUCTIURE
INFRASTRUCTURE
Slide Credit: David Armano
4. “Core” Social Media
Organization/Roles
SM Listening & Insights
CMO & Field Marketing SM Enablement
Embedding social into all marketing SM Consulting
activities and customer touch-points SM Management
CMO &
SM Labs
Field
Marketing
IT IT Corp
Integrating platforms for social Comm Corp Comm
intelligence Bridging the gap through the
social media advisory board
Global
Social
Media
Marketing
Theater
Theater Teams
CDO Teams Shared service for global rollout
CDO
Partnering on social engagement
& innovation
Sales /
Services
Sales/Services
Social intelligence and customer insight
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
5. Game Mechanics Drive Leading with Voice of Social Graph =
User Behavior the Customer Greater Intelligence
SoLoMo-Glo = Video Facilitates the Social Scoring & Social
Dramatic Reach Purchasing Process CRM leads to predictive
modeling
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
6. Increase user engagement and loyalty
Foster community growth
Recognition and rewards (celebrate success)
Generate viral marketing reach
Support campaigns/promotions
Measure engagement, growth and reach
Integration across various Cisco properties
Gartner Gamification Report 2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
7. WW Technical Services Discovers Two
P1 Issues and BU Resolves
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus
products through various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
Cisco Data Center Enters a New Market
with Unified Computing (UCS)
• First step to entering new terrain is listening and learning to
what’s being said in the marketplace.
• Active listening and strong feedback loops ensure Cisco’s
language accurately reflects the external realities of
customer conversations.
• Earns legitimacy by coauthoring content with established
thought leaders inside the community.
• DC team amplifies customer enthusiasts and preempts
detractors to improve receptivity to their insights.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
8. Ads Offers
Engine Engine
Auto-
Personalization Populate
Engine Registration
Forms
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
9. Socially targeted, mobile
accessible, locally relevant
• Mobilize social content:
blogs, communities &
rewards
• Deliver locally relevant
content via apps
• Define best practices
around social integration
into the mobile strategy
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
10. • Develop integrated web & social video strategy
• Align videos throughout the customer journey
• Focus on storytelling
• Establish video as key lead and traffic driver
11. “CRM is no longer just a model for managing customers
but one of customer engagement.”
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
12. Game Mechanics Drive Leading with Voice of Social Graph =
User Behavior the Customer Greater Intelligence
SoLoMo-Glo = Video Facilitates the Social Scoring & Social
Dramatic Reach Purchasing Process CRM leads to predictive
modeling
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
13. • Cisco Social Hub: @LaSandraBrill
http://socialmedia.cisco.com lbrill@cisco.com
• Cisco Blogs:
http://blogs.cisco.com
• Cisco Communities: http://www.cisco.com/web/communities
• YouTube:
http://www.youtube.com/Cisco
• Twitter:
http://www.twitter.com/ciscosystems
• Facebook:
http://www.facebook.com/Cisco
• Flickr:
http://www.flickr.com/groups/cisco/
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
15. Stage 5
Stage 4 Fully Engaged
Stage 3 Measurable A cohesive end-to-
Stage 2 Operational A common end audience
Experimental measurement experience purpose-
Stage 1 Platform-for-
framework spans built with the
Traditional Initial connections purpose approach
customer in mind. A
where each channel online channels and
Independent between traditional 360-degree view of
serves a specific demonstrates
channels serve web, social and the customer
role in the quantitative impact.
largely as push mobile surface. enables predictive
engagement funnel. Investment mix
vehicles and have Channels lack engagement tactics.
The audience recalibrated based
no cohesive common content, Marketing
experience is on business impact
strategy. listening or organizations are
consistent and and priorities as
Measurement measurement quick to refine
intuitive. opposed to
isolated to individual strategies. tactics based on
Digital stewardship emotions.
platforms and is not Audience real-time
experience spans the business.
used to drive intelligence
improvement. increasingly
convoluted.
Slide credit: Ant’s Eye View
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
Notes de l'éditeur Caroline Rossi (works for Laura Fay)DeannaGovoniHilal / MitchCrystal Flores There are many different uses for social video in the enterpriseIn-person virtual meetings are now possible with TelePresence. (Cisco also uses video extensively in internal communications – Show and Share is our Corporate You Tube. It’s integrated with Cisco Quad, a enterprise social networking platform – similar to Facebook)Video allows us to extend live events to a global virtual audience (Cisco now hold hybrid live/virtual events. Cisco Live Europe had 5,800 attendees, over 25,000 video streams downloaded from virtual platform.)Video, done properly, is the most effective way of telling a storyThe large proportion of personal videos on YouTube show how video is used for sharing experiences – we have an example of how this also worked for business. But all video has a unique power to build relationships, to bring people together, ideas together. Let’s look at the different ways you can leverage the power of video, to transform your communications Caroline Rossi (works for Laura Fay)DeannaGovoniHilal / MitchCrystal Flores