Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation

1. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.© 2010 Cisco and/or its affiliates. All rights reserved.
Petra Neiger
Global Digital & Social Media Marketing
@petra1400
Part 2 of 2

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Brands must
effectively navigate a
multichannel world to
interact with
customers
Real-time
Global
Conversations
Storytelling
Brands need to be
prepared to listen &
respond to customers
online 24x7
Brands must become
content publishers to
engage customers
online & inspire new
ones
Converged
Media
Empowered
Customers &
Employees
Brands can activate
customers, partners
and employees who
voice their opinions
online in many ways

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Stage 1
Traditional
Stage 3
Operational
Stage 5
Fully EngagedStage 4
Measurable
Stage 2
Experimental
Independent
channels serve
largely as push
vehicles and have
no cohesive
strategy.
Measurement
isolated to individual
platforms and is not
used to drive
improvement.
Initial connections
between traditional
web, social and
mobile surface.
Channels lack
common content,
listening or
measurement
strategies.
Audience
experience
increasingly
convoluted.
Platform-for-
purpose approach
where each channel
serves a specific
role in the
engagement funnel.
The audience
experience is
consistent and
intuitive.
Digital stewardship
spans the business.
A common
measurement
framework spans
online channels and
demonstrates
quantitative impact.
Investment mix
recalibrated based
on business impact
and priorities as
opposed to
emotions.
A cohesive end-to-
end audience
experience purpose-
built with the
customer in mind. A
360-degree view of
the customer
enables predictive
engagement tactics.
Marketing
organizations are
quick to refine
tactics based on
real-time intelligence
Slide credit: Ant’s Eye View

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Intelligence
• Listen with ABCs
and 123s
• Create a listening
liaison network
• Make insights-driven
decisions
• Automate processes
& workflows
• Is the foundation for
social CRM & selling
Engagement
• Focus on the 5 Ws
• Integrate social
into everything
• Collaborate
globally
• Activate your
network
• Provide triggers to
continue journey
Advocacy
• Build long-lasting
relationships to
create loyalty
• Use loyalty as the
foundation to drive
advocacy
• Nurture
relationships with
your advocates
Measurement
• Benchmark and
track progress
• Automate
integrated
dashboards
• Celebrate success
• Reevaluate and
adjust your
approach based
on results
Enablement:
Global Strategy, Consulting & Training
Governance & Crisis Management | Training & Certification | Strategy & Consultation | Social Ambassadors
http://cs.co/CiscoSMPlaybook

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Help!
Feedback
Leads
Advocate!
Rant!
Create a physical listening center – use a real-
time, visual engagement platform to understand &
participate in conversations
Customize & scale data outputs – offer flexibility
to target different audiences, e.g., CXOs around
earning announcement time, segment-specific
conversations, advocate & detractor monitoring, etc
Make it “mobile” – operationalize & replicate at
events, customer briefing centers, etc
Use listening insights to inform your strategy –
lead with listening to seed market activities,
integrate with CRM, social selling, etc
4
3
2
1

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Phase 3:
Customize & Scale
• Customize Data
• Training
• Partners &
Competitors
Phase 1:
Prove Concept
• Display Conversations
Outside CXO’s Office
• Show Successes
Phase 2:
Quick Start
• Build Physical
Center - Internal
• Staff the Operation
• Build Processes
Phase 4:
Operationalize
• In Briefing Centers
• Desktop
Implementation
• Virtual Centers

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Ambush
Marketing
Crisis
Management
Sentiment
Monitoring
1
2
3
•
•
•
Overview

9. EBC Social Media Listening Center
October 24th, 2012
459
#CiscoListens
Analysts and Influencers
368 Viewers
Steve Farnsworth, Steveology Blog
Ted Sapountzis, Social Media Today
Christopher Kim, SAP
• Showcases Cisco’s ability to enable customer collaboration in the cloud
• Cisco innovative leader in the internet and using social listening to
connect with customers
• Catalyst to move from a listening enterprise to a fully engaged
enterprise and drives change management and executive support
• Provides “outside in” customer intelligence and insights, connected to
customers through social media
Jeanette Gibson demo’s Industry Landscape
screen for Jeremiah Owyang
David Alston and Syed Hoda
Charlie Treadwell live demo
Blair Christie, Cisco CMO
Shel Holtz @shelholtz
Hobson & Holtz Report
Jeremiah Owyang @jowyang
Altimeter Group

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Dee: Yes. And I Apologize for the late response. We've
learned that you have an interest in getting a switch.
How can we help you further on this?
David Lydon: Networking isn't my forte- I know just
enough to be dangerous. I've got three switches at
least in my environment already and I'm adding
another.
[…full transcript omitted…]
Dee: Since you are not experiencing problems as of
the moment, I think the SG200 would be suitable for
you. This switch will create a new group outside of your
current setup
David Lydon: Yeah, we'll likely just order it form
Newegg.
David Lydon: Thanks for your help Dee.
Click-to-ChatDee: hi !
David Lydon: Hello Dee, I see you
already know who I am.
David Lydon
@Dlydon
@CiscoSystems Can you help me select a
switch? I just had an irritating experience
with your site’s sales chat operator.
@
@dlydon Apologies for the late reply. Please
click the link for us to chat so we can help
you get the right product. bit.ly/10Jq7xe
Cisco Social
@ciscosocial

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4
3
2
1
Make the customer journey effortless – make it
easy for people to learn more & connect, keep the
dialog going in a variety of different ways – mobile,
online, offline
Keep it real – …as in real time…use instant
insights to engage quickly, take advantage of
unplanned opportunities
Engage your executives – partner with your
executives to take an active role in social media
Activate your eco-system – enable & encourage
your community: employees, customers,
advocates & influencers to tell your story
Help build your customer’s brand – give the
spotlight to your customers, let them shine
Curate & repurpose UGC – search for & promote
relevant non-branded stories
5
6

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Social-Enabled Multi-Platform
Global Web Experience
Social Media
Paid Media
Desktop, tablet and mobile phone viewing
Listening informing strategy, creating sharable
content & experiences
Paid on- & offline media integration with
digital & social experiences
Eco-System Activation
Encouraging & facilitating participation by
employees, influencers and Cisco aficionados
ALWAYS-ON CONNECTED
EXPERIENCES
TAKE CUSTOMERS
ON A JOURNEY
Cisco Champion
#IoE = #InternetofEverything
2013 BMA B2 Awards
2013 ie Digital Innovation Awards
2013 IAB MIXX Finalist
(winner TBA)

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Seed Lead Foster Grow
EXTERNALEMPLOYEE
DRIVEN
content
content
sidebar/visualizatio
n
footer/creative
#CiscoEmp
driven
Launch
Day

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Image source: Altimeter Group
Cisco Champion
 Curate
 Create
 Connect
..across channels

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1. Optimize content quantity & frequency
2. Create compelling content
4. Use visuals
5. Make it interactive
6. Make it easy to share
8. Repurpose & recycle
3. Think SO-MO-GLO-LO
7. Integrate with other experiences
Video
Blog
Infographic
Other
9. Encourage others to participate

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0
2.0K
4.0K
6.0K
8.0K
10.0K
12.0K
14.0K
16.0K
TotalEngagementonBrandPosts
Shares Comments Likes
Engagement
Program
Begins
IOE
Economy
(some paid
promotion)
Valentines’
Day
Fan-contributed
image – cable job
www.facebook.com/cisco

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Must have one
Optimized for search
Interesting
Locally relevant
Easy to share
Bite-sized content

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CUSTOMERS & PARTNERS: Engaging in dialogueEMPLOYEES: Content creation
INFLUENCERS: Participating in online activities ADVOCATES: Storytelling through their eyes &
initiating discussions
Source:
Radian6
Driving IoE Conversation
0
500
1000
1/1/13
1/8/13
1/15…
1/22…
1/29…
2/5/13
2/12…
2/19…
Total #WhyIoE

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Cisco Canada
Leads with local bi-lingual
content, engages local executives
as social brand evangelists and
thought leaders, resulting in 1.5M+
total social reach and 1.6K+ total
social engagements in about 2.5
months.
Cisco China
Activates
employees, customers, partners
and influencers to create user-
generated content and
conversations, reaching 9.5M
Weibo users in under 2 months.
Cisco India
Capitalizing on 150M mobile
Internet users in India, 72% of
which now see mobile as a primary
or exclusive means of going
online, Cisco India takes the
campaign mobile…for the first time.
Weibo Hot Tweet : IoE

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Advocacy is all about amplification – it’s much
more, it’s about building & nurturing
relationships, engaging with them in unique &
exclusive ways
Social advocacy is only online – advocates are
advocates whether they’re online or offline, we
must nurture these relationships in both worlds
Advocacy is a number’s game – it’s about
passion, interest and engagement
Advocates will do what we tell them –
advocates have free will & choices, you can
partner with them and make suggestions but they
will do what they want
Advocacy is instant – advocacy is a journey, a
process of making a brand as part of someone’s
identity
It will be an easy ride – setting a program up
takes time & resources, maintaining a nurturing
program takes even more time & resources
Advocates will always be advocates – things
change, people’s circumstances & interests
change
4
3
2
1
5
6
7

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An influencer is someone who actively shares
their opinions, passions and expertise through
their (large) personal and professional
networks.
= BRAND AMPLIFIERS & ACCELERATORS
An advocate is someone who proactively
defends, promotes and participates in the
public conversation for a particular
brand, product, service or cause.
= BRAND DEFENDERS
Definition Source: AEV

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Awareness
“I Like You”
Engagement
"I Love You”
Significance
“I Recommend You”
Advocacy
“I Defend You”

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Connectors
Amplifies conversations
and Word of Mouth
Critics
Provides
feedback, ideas and
insights
Creators
Answers
questions, creates new
content
Collectors
Organizes, tags, rates, ra
nks and moderates

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Extending Reach via Advocate’s NetworkAlways-On Listening for Actionable Insights
Contributing Content & Conversations Participating in Project Design & Definition
Sessions

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Create an analytics center of excellence – work
towards integrated reporting & measurement
consistency across company
Keep measurement “always on” – measure first
to improve, second to report; measure in real time
Create user-friendly, interactive dashboards –
use data to tell your story, make it easy for people
to understand & customize for their needs
Combine qual & quant results – look at
quantitative & qualitative results together to
understand true impact
Use funnel-based measurement – look at your
KPIs & results in terms of the customer journey
impact
Let go of expectations – experiment, make
decisions based on insights rather than ego
4
3
2
1
5
6

33. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
TACTICS
• Content Creation
Blogs, video, Facebook
• Content Propagation
Bookmarking, syndication, T
witter
• Engagement
Participate in
blogs, forums, communities, et
c.
• Product Reviews
3rd-party sites, owned sites
• Community
Customer participation, user-
requested features/content
• Advocacy
Audience speaking positively on
your behalf
CUSTOMER
SATISFACTION &
LOYALTY
RELEVANCE
& TRUST
CONSIDERATION
LEADS
METRICS
• Increase in mentions
• Share of voice
• Content views/shares
• Positive sentiment
• Share of voice
• # of engagements
• Response rate
• Positive reviews
• Increase in participation
• # of visitors/members
• # of advocates
• Referrals
• Resolution rate
OBJECTIVES

34. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
•Number of people who have seen the
post
Reach/Impressions
•Click-through of post on call to actionClicks
•Number of clicks on the link that contained the key
code. Collected from the Global Registration
system.
Key Code Click-Through
•Number of open/views of the registration form. Collected
from the Global Registration system.
Form Initiated
•Number of forms where submit button was clicked and the
transaction was completed. This is upon Load/View of the
Thank You/ Confirmation page. Collected from the Global
Registration system.
Form Completed
•Number of people who voluntarily opt in to receiving future contact
from Cisco.
Effective Opt-In
•Number of recipients who respond to follow-up email.
Registrants/Unique
Responders
•Recipients of a follow-up email who respond the first.
First
Responders
•Number of names captured during contact for future Cisco sales purposes.
Net-New
Names
Social
Channel
Metrics
FormMetricsContactMetrics

35. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
• Video to pique interest in demo
• Demo served as a catalyst to
begin in-depth technical
conversations that influenced
over $80M in ASR 9000 sales
• Video views tied directly to
purhcase, not just awareness
• Awards
Winner Best Use of Viral Video –
B2B Magazine, 2011
Winner People's Choice Award –
B2B Magazine, 2011
Ad Impressions
(Awareness)
Video Views
(Consideration)
Demos
(Response)
Result
(Purchase)
210 qualified leads
$80M+ influenced
sales

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Cisco Social Hub:
http://socialmedia.cisco.com
Cisco Digital and Social Blog:
http://blogs.cisco.com/category/socialmedia
Cisco Social Media Training:
http://cs.co/SocialMediaTraining

37. Thank you.Thank you.