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Social Engagement: Buckle Up and Enjoy the Ride!
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Petra Neiger
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Updated case studies and engagement tips from Cisco
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Social Engagement: Buckle Up and Enjoy the Ride!
1.
Social Engagement: Buckle Up
and Enjoy the Ride Petra Neiger, Cisco, Digital and Social Media Marketing, @petra1400 May 22, 2012 © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
2.
90%
of people trust peer reviews of Americans online have used 34% social media to rant or rave about a company, brand, or product 37% of tech buyer use social media to get advice from others 49% of technology buyers used online video to make purchasing decisions © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
3.
1.
Tips for Getting Started… 1. 1. Integrate social into your business – set goals in support of your business objectives 2. 2. Lead with listening – create a listening workgroup, turn data into actionable insights and act 3. 3. Create a clear customer journey – make it easy for MEASURE ENGAGE LISTEN REFINE customers to find and connect with you, give them a reason to stay engaged 4. 4. Engage your customers – talk with your customers and enable them to talk amongst themselves 5. 5. Be human – leave the corporate tone at login 6. 6. Be open and transparent – embrace the randomness: the good, the bad and the unexpected PLAN 7. 7. Measure for impact – tie your measurement goals to your business goals 8. 8. Always think improvement – let the data be your guide, not your dust collector © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
4.
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. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
5.
Before: Pushing to
campaign press release launch interest time After: Engaging with interest campaign time © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
6.
Increase user engagement Foster community growth Increase word of mouth Celebrate success Measure engagement, growth and reach Increase employee productivity, participation Gartner GamificationReport 2011 © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
7.
2M+
online visits per month 325K registered users 310K social media users 60K mobile users US$80 6K community contributions per week million social and mobile integration cost saving annually *Based on case deflection; conservative estimate © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
8.
© 2012 Cisco
and/or its affiliates. All rights reserved. Twitter.com/ciscolive Cisco Confidential 8
9.
Ad Impressions
(Awareness) • Video to pique interest in demo • Demo served as a catalyst to Video Views begin in-depth technical (Consideration) conversations that influenced over $80M in ASR 9000 sales Demos • Video views tied directly to (Response) purhcase, not just awareness Result (Purchase) 210 qualified leads $80M+ influenced sales © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
10.
Traditional
Launch 1 Launch 2 Launch with Social with Social Cost 1 1/6 1/8 Attendees/ 1 4.7X 6.1X Viewers • Significant increase in press and social media coverage • Highly integrated customer experience • On-going post-launch social activity • Success and lessons learned shared widely © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
11.
@petra1400
Cisco Social Hub: Cisco Social Media Blog: http://socialmedia.cisco.com http://blogs.cisco.com/category/socialmedia © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
12.
Thank you.