Richard Moir CTO Cisco Scotland presentation at Social Media Unleashed - as hosted by twintangibles and New Media Corp at The Lighthouse, Glasgow, 17th March 2011 Describes some of the ways that Cisco use Social Media

1. Social Media –
Empowering People,
Empowering Business
Social Media Unleashed
-The Lighthouse Glasgow
The
Richard Moir, Chief Technology Officer Cisco Scotland
Moir
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2. Social Media...
Digital tools that facilitate interaction and
conversation between people, businesses,
brands, organisations.
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4. Trans-media dialogue
press campaign approach
campaign campaign
release
dialogue
year Digital reach year
From To
 Campaign focus
p g  Extending the dialogue
g g
 Ongoing and growing over multiple
platforms
 More user and subject matter expert
involvement
 Showcasing thought leadership
 Programme management
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5. Key venues such as
Facebook, Digg,
Twitter, Delicious,
LinkedIn ll have
Li k dI all h
rather large
concentrations of
over 35’s.
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6. Brand Value
“Companies deeply engaged in social media
p py g g
by 18% over last year
…companies that were least engaged dropped
companies
6% on average.”
Charlene Li, Founder, Altimeter Group
July 2009 Report “ G G
“ENGAGEMENTdb”
”
http://www.engagementdb.com
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7. CISCO COUNTRY SITE
4,300 fans
11,900
11 900 followers + 50% m/m
/
+ 10% m/m
12 pages
19 handles
Amplify and promote local Country FB fan pages integrate &
content/ leverage US content aggregate content
Blogs
Events
106,000 views Offers 19,000
19 000 reads
+ 10% m/m Buy Now
+ 10% m/m
16 channels 13 blogs
Local country channels – subtitled or local video Country & topic blogs
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8. • Conversations: • Strategy:
• Listen • Who
• Monitor • How
• Analyse • What
• Where
Listen Plan • When
Just because it’s social …
…doesn’t mean it’s casual!
Measure Engage
• Results: • Audiences:
• Measure • Content
• Monitor • Conversation
• Analyse • Interaction
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9. Key Insights:
• Activity executed in 14
different countries
• Crete launch promoted across
all social media venues:
-Launch videos on youtube
y
- Blogs posted to local blog sites
- Promotion of social media
release via twitter
- Status updates on Linkedin
• Great breadth of coverage at
next to no cost
• Plan to keep up momentum in
Q3:
- Launch of facebook campaign
in conjunction with Mozy
- Integration and promotion of
Buy Now capability
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10. Key Figures:
Key Figures
•Twitter > Clicks to registration ‐ 948
•YouTube > Clicks to registration ‐ 246
•Facebook > Clicks to registration ‐ 1736
g
•YouTube video views ‐ 7799
•New FB Fans – 2359 (+198%)
2009 2010 2011
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11. Virtual Events
870 virtual participants at Virtual
live event reach
1,900 Twitter followers +28%
Community blogs forums
blogs, forums,
Year-
expert Q&A, webinars
round
engage-
engage
ment
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12. • 250K registered users
• 50K Facebook fans
• @800-1 000 new users/week
@800 1,000
• @7,500 external user posts/week
• 80% call avoidance f support
ll id for t
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13. Cisco I-Prize Cisco i-Zone
3,000 participants Internal Innovation in Europe
800 ideas 60% employee participation
156 countries, 6 continents
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14. Central view
for customized Integrated
Cisco news contact lists
across all
spaces
Integrated with
Exchange for Integration
mail, tasks and with
calendar Communities
and projects
Learn
My
View
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17. 1,200,000
Messages Received
Messages Received External
1,000,000 Messages Received Internal
Messages Sent
800,000 Messages Sent External
M S tE t l
Messages Sent Internal
600,000
400,000
200,000
0
FY09Q4 FY10Q1 FY10Q2 FY10Q3 FY10Q4 FY11Q1
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19. Video A minute of video is worth
1.8
1 8 million words
Brands using online video
g
have seen lifts of 20-40%
in incremental buying over
other ad f
th d forms
49% of people who
purchased technology
cited online video as
“influential collateral” to
p p
prepare to make a
purchasing decision
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21. Thank you
you.
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