The document discusses Cisco's use of social media data and analytics. It outlines the costs associated with traditional marketing methods like call centers versus cultivating customer interest organically. It then describes Cisco's social data infrastructure, which collects both public and private social data using various tools. Cisco analyzes this data to develop social personas that classify users based on their social engagement. These personas are used to personalize marketing campaigns and customer experiences.

1. Leslie Lau, Cisco Systems
@lelau
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2. Cost of renting a list = $
Cost of an agent making a call = $$
Cost of managing a call center annually = $$$
A customer expressing interest proactively:
Priceless
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3. © 2013 Cisco and/or its affiliates. All rights reserved.
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4. Chapter
The Evolution of Social Media
Chapter
The Breadth of Social Data
Chapter
Developing Social Intelligence
Chapter
Personalizing the Experience
Chapter
Building Your Own Capabilities
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5. 2015
Integrated
2005
Experimental
2010
Operationalized
People, Process &
Communities
Social Engagement
Integrated Technology &
Platforms
Proof of Concept
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6. Collect
Enrich
Use
Engagement
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7. Social Login
Social Conversation Content
Todd Smith
Social Personas
Cisco Contact Data
Business Data: Support,
Transactional, Web, etc.
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8. © 2013 Cisco and/or its affiliates. All rights reserved.
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9. 1
Radian6 API
SocialMiner
API
Private Data:
Communities,
Blogs
Enables teams to import both private and public social
data into a Cisco-internally owned area.
2
Flume
Service for efficiently collecting, aggregating, and
moving large amounts of data.
3
Cloudera Hadoop File System
Enables high throughput access to large social
datasets.
4
Tiger Me
Expands dataset inclusions to PDF, PPT, JPG, and
DOC data.
5
RapidMiner
Mahout
SAS
Expands data analysis across multiple tools of choice,
per team preferences.
6
Tableau
Webex Social
Widgets
SMLC
Expands reporting across multiple tools of choice, per
team preferences.
Our Social Data Lab leverages a highly efficient social data infrastructure for
latent-free distribution of statistics-driven customer and competitor intelligence
predictions.
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10. It all started with this…
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11. • We use Social Personas that help us to classify a contact into
overlapping levels of social participation
• These personas are then used to improve detection of buying behavior
by incorporating the contact’s social interactions with existing data
Socially
Engaged
Socially
Active
Socially
Passive
• Joiners
• Collectors
• Critics
• Conversationalists
• Creators
• Spectators
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12. % Social Persona Categories by User ID
78.7%
63.6%
Low
Medium
High
Very High
54.6%
24.9%
18.0%
9.3%
8.3%
3.8%
Passive
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14.2%
12.2%
6.3%
Active
6.3%
Engaged
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13. We can target users based on their social personas, allowing us to
personalize campaigns, offers, and content in new ways.
Test & Target Offers
Socially Passive
Socially Active
Email Marketing
Example: Target emails to socially passive
individuals to encourage them to join a
community.
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14. Listening identifies a support issue
!
Auto prioritized based
on insight
24/7 Response
Network
!
Customer
Intelligence
Center
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!
Positive experience
shared socially
!
Route for response
Gather Customer Insight
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15. Social listening identifies an
opportunity
!
Deliver a targeted offer /
response
24/7 Response
Network
!
Customer
Intelligence
Center
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!
Lead is nurtured &
closed
!
Click-to-Chat for private
conversation
Gather Customer Insight
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16. Listen and Collect
Social Data
Analyze and Enrich
Your Understanding
of the Customer
Build Scalable
Processes and Use
Social Intelligence
Engage with Your
Customers in
Conversations
Requires Innovation and Doing Business Differently
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17. Social Listening
Social Data
Social Personas
Predictive Analysis
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18. “We’re past the point where the
social thing is a fad,” says
Breed. “People get that it’s the way
we do business…"
Jason Breed, Social Media
practice lead for Accenture
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19. Thank you.
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