Social Media @CiscoSystems:Our Approach to Listening & Responding

Social Media @CiscoSystems:
Our Approach to Listening & Responding
LaSandra Brill
Senior Manager, Digital & Social Media Strategy
Cisco Systems, Inc.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

Content
Sharing &
Rating

Forums
Organization
Web Site
Blogs
cisco.com Social
Networks

Blogs
Cisco
Blogs

Home Base Outposts Passports
Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station Always on
© 2010 Cisco and/or its affiliates. All rights reserved.
Tuning in to online conversations Cisco Confidential 2

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

41% fans are more likely than
non-fans to recommend to a
friend
Harris Interactive, Harris Poll, June 2010
Syncapse Corp, The Value of a Facebook Fan, June 2010


• It is the new collaboration
system between
employees, customers
and brands
• Most efficient listening
and feedback-gathering
channel available
• Accelerates word of
mouth


Blogs
Micromedia
Social Networks
Video sharing
Geolocation
Reviews & Ratings
Customer Service
Events
Wikis
Live-casting
Photo sharing
Music sharing
Document sharing
Social Bookmarking

Listening or “Monitoring”
“Groundswell” Social Objectives offers the ability to learn
from what your
 Listening customers are saying.

 Talking

 Energizing

 Spreading

 Supporting

 Embracing


Gaining insights to drive real business
results… Identify
Emerging Themes

Capture Find Fans
Industry Trends and Advocates

Competitive Discover
Insights Product Issues
Benefits of
Listening
Uncover Crisis / Risk
Influencers Management

Message Product
Penetration Development
Feedback
Sales Leads


Stage 5
Fully Engaged

Stage 4
Stage 3 Impactful
Stage 2 Operational • Social listening and
Stage 1 Experimental engagement drives real
• Share insights broadly business results
Traditional
• Dabbling in social • Key players/responders • Cross-functional teams
• Customer understanding listening occurs identified (i.e. product, partner to listen, engage
occurs via focus groups, • Initial understanding of
marketing, support) consistently and make
surveys, or phone conversation landscape • Develop initial response changes based on
channel/support process, start engaging insights
• Perceive potential
• No concerted effort benefits of listening • Starts to be embedded in • Listening data matched
around social listening; business operations with other data to
possible skepticism • Still disconnected to provide real-time overall
about benefits business operations • Executive sponsorship health of brand

Based on Ant’s Eye View Social Engagement Journey:
http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/

Meet
Charlie:
the
Conductor


Listening & Response is handled by a network of
liaisons, SMEs and dedicated technical services team

Listening Liaison
Product/Solution
Listening Liaison Mktg, etc.
SMEs Crisis Comms, etc. Dedicated Team for Support
Response & Engagement,
Technical Services

Listening Liaison
Partner/Field Mktg, etc.
Listening Liaison
Product/Solution
Marketing, etc.
Social Media Listening Center,
SMEs
Digital & Social Media
Marketing


Route messages to other
teams
Build Employee Database Scan Social Mentions about
Answer Questions Executive Tours
Cisco
Reporting & Analysis Identify and thank advocates

Build Partner Database Monitor Competition


he knows when
competitive
conversations spike and
can tell us why

and is monitoring Cisco
products, services and
brands for shifts in
sentiment or emerging
themes


• Cisco Data Center Enters a New Market with Unified
Computing (UCS)


Cisco you suck - I have to register &
then click bloody download and
accept about a thousand times just to
get updated firmware. #wtf #fail

@henaredegan sorry to
hear about the downloads
issues. We created a page
for easier firmware
downloads, hope this helps!
http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the
“Download and Accept License” all in
one click – good stuff


Cisco responded to an Executive tweet asking a
question about TelePresence.

• Customers publicly voice their concerns about the
acquisition on Tandberg’s Facebook page.
• Cisco calm fears and avoids any further public
escalation of concerns on Facebook.
• The customer has since removed his negative
comments from the Facebook wall.


Content Management Content Conversations Conversation Mgmt.
• Video • Listening/Insights
• Posts • Multiple Users
• Images • Posts
• Links • Interactions
• Campaigns • Comments
• Campaigns
Metrics & Analytics

Metrics & Analytics
• Impressions/Reach
• Interactions
• Shares/Trackbacks
• Workflow


Cisco Product SocialMiner
Global Cisco
Family Group 2 Visualization
Tweets

Twitter Cisco Product
Word Cloud
Influencers Family Group 2

Chart Data Source: Radian6

• Build your team & listening
network
• Know how you are going to
handle a situation
• Consider a Social Media
Listening Center as a change
agent
• Document your successes to
prove your value


Social Media @CiscoSystems:Our Approach to Listening & Responding

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