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The Cisco Social Journey Continues From Operations to Intelligence and Innovations LaSandra Brill Senior Manager, Social Media Marketing @LaSandraBrill

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Marketing in a Web 2.0 World

Create a Relationship (not an event)

Earned (not paid)

Two-Way Communication (not one way)

Build Communities (not websites)

Integration (not interruption)

Join the Conversation (not just in your domain)

PROGRAMS

INFRASTRUCTIURE

Listening Focus

INFRASTRUCTURE

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

Public Engagement Marketing

Customer Service Communications

Events Campaigns Advocacy

Training Tools & Process

Organization Models Staff Resources / Allocation

Policies & Guidelines Knowledge Sharing

Culture

Slide Credit: David Armano

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CDO Partnering on social engagement

& innovation

IT Integrating platforms for social

intelligence Corp Comm Bridging the gap through the social media advisory board

Theater Teams Shared service for global rollout

CMO & Field Marketing Embedding social into all marketing activities and customer touch-points

Sales/Services Social intelligence and customer insight

Global Social Media

Marketing

CMO & Field

Marketing

Corp Comm

Theater Teams

Sales / Services

CDO

IT

  SM Listening & Insights   SM Enablement   SM Consulting   SM Management   SM Labs

“Core” Social Media Organization/Roles

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Game Mechanics Drive User Behavior

Social Graph = Greater Intelligence

Social Scoring & Social CRM leads to predictive

modeling

Leading with Voice of the Customer

Video Facilitates the Purchasing Process

SoLoMo-Glo = Dramatic Reach

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  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

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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.

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.

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Ads Engine

Offers Engine

Personalization Engine

Auto-Populate

Registration Forms

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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

• Develop integrated web & social video strategy • Align videos throughout the customer journey • Focus on storytelling • Establish video as key lead and traffic driver

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“CRM is no longer just a model for managing customers but one of customer engagement.”

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Game Mechanics Drive User Behavior

Social Graph = Greater Intelligence

Social Scoring & Social CRM leads to predictive

modeling

Leading with Voice of the Customer

Video Facilitates the Purchasing Process

SoLoMo-Glo = Dramatic Reach

Cisco Confidential 13 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 © 2010 Cisco and/or its affiliates. All rights reserved.

•  Cisco Social Hub: http://socialmedia.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/

@LaSandraBrill lbrill@cisco.com

Thank you. Thank you.

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Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 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