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Cisco Marketing Social Media
- 1. Social Media Marketing:
The Customer Centric Approach
Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
- 2. Why Social Media Marketing?
Link til Video; Socionomics
http://www.youtube.com/watch?v=sIFYPQjYhv8
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- 3. And a bit more recent...
! There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each
week on Facebook
! There are now 11m LinkedIn users across Europe.
! Towards the end of last year, the average number of tweets per day was over 27.3 million
! The average number of tweets per hour was around 1.3m
! More than 700,000 local businesses have active Pages on Facebook.
! Purpose-built Facebook pages have created more than 5.3bn fans.
! 15% of bloggers spend 10 or more hours each week blogging, according to Technorati's new
State of the Blogosphere.
! At the current rate, Twitter will process almost 10bn tweets in a single year.
! About 70% of Facebook users are outside the USA
! India is currently the fastest-growing country to use LinkedIn, with around 3m total users.
! More than 250 Facebook applications have over a million combined users each month.
! 70% of bloggers are organically talking about brands on their blog.
! 38% of bloggers post brand or product reviews.
! More than 80,000 websites have implemented Facebook Connect since December 2008 and more than
60m Facebook users engage with it across these external sites each month.
http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
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- 4. Our customers are doing this..…..
13,000,000 articles on Wikipedia in 200 languages
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- 5. In so many places……
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- 6. And they expect us to participate…..
of social media users believe a company should
have a presence in social media
Believe they should interact
Cone Business in Social media study
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- 7. Getting Started
Multiple Approaches
! Branded SM ! Research
channels ! Focus
(Twitter, YouTube, ! Engage
Facebook, LinkedIn, etc.) ! Stimulate with competitions
! Publish content
! Integrate across
channels (RSS feeds) 1 2
! Promote campaigns Presence Influencers
& events
4 3
Measure Listen
! Measure conversation ! Active - develop platforms
impact for customer conversations
! Passive – monitor
conversations
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- 8. Twitter 1
Microblogging with Impact Presence
Over 1.2 million
followers!
Cost
= $0
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- 9. Twitter 1
Local Conversations Presence
Over 5,000
followers
In 5 months
Cost
= $0
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- 10. Integration 1
Social Media advertising: Presence
Google Feedburner ad unit extends reach
>100%
increase in
followers
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- 11. You Tube: 1
leveraging corporate video in social media Presence
5,908 video
views
Cost
= $0
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- 12. 2
Focus on the Relevant Conversations Influencers
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- 13. 2
Where are they Happening? Influencers
Identify:
" Top Communities
" Top Influencers
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- 14. Drive Engagement 2
Digital Cribs: Heaven or Hell video competition Influencers
50,000 views
23,000 comments
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- 15. Corporate Blogs: 3
engaging customers in conversation Listen
Integrate
all SM
channels
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- 16. Crowdsourcing: 3
Customer led new product innovation Listen
! 2,500 participants
! 1,200 ideas
! Public voting
! Global team
collaboration
! Winner created new
Cisco Business unit
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- 17. Virtual Events & Communities: 3
blends content, video and conversations Listen
! 200 Euro/ 1 year
access
! 3,566 registered users
! 2.2 visits per user
! 20 downloads per user
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- 18. Nobel Peace Prize Campaign Summary
! Activity started: 1 December 2009
! Twitter – tweets were written and circulated for all Cisco and personal accounts to
distribute including Bit.ly tracking URLs and hashtag: #PeaceConcert
! Twitter – live concert coverage was tweeted by @CiscoNorway, @Padmasree,
@sibbo77, @Meg_Granger and @kmyrvold
! YouTube – 5 videos were circulated
! Business Social Networks – LinkedIn, Xing and Viadeo. Event was listed on all 3
networks.
! Blogs
! Facebook – an event was setup on the main Cisco fan page directing visitors to the
Nobel Peace Prize Concert.
! Hashtag - #PeaceConcert was created internally, the tag was used by non-Cisco
employees/vendors. Good result.
! Activity ended: 11 December 2009 midnight (GMT)
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- 19. 3
Nobel Peace Prize Campaign Results Listen
! Bit.ly URL Tracking
Twitter
Pre concert activity = 516 clicks
11 December concert activity = 785 clicks
Business Social Networks
LinkedIn = 29 clicks
Viadeo = 18 clicks
Xing = 13 clicks
YouTube = 20 clicks
MySpace = 4 clicks
Facebook = 6 clicks
Blogs = 1 click
#PeaceConcert = 1076 clicks on 11 December (result includes Twitter Bit.ly activity on 11 December of 785 as
detailed above),.
Total Bit.ly clicks: 1684
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- 20. 4
Measure: Cymfony Monitoring Tool Measure
What does it do?
! Scan various data sources for
keywords and key phrases
! Display real-time reporting
! Drill-down to actual articles/posts
What does it tell you?
From what sources? ! Volume
! Blogs & Discussion Boards/ ! Share of voice
Forums
! Sentiment
! Microblogs (e.g. Twitter) ! Who & Where
! Video and Image text ! Key Themes
! Voting & Bookmarking activity (e.g.
Digg, Deli.icio.us)
! Internal Feeds – blogs, discussion
groups, customer support
! Traditional Press
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- 21. Collaboration Networks
will be to organisations what social networks are to consumers
C-Vision: Cisco’s YouTube
Cisco Directory: Europe All Hands
Innovation Virtual Innovation Europe
Facebook for the Enterprise
C-Vision: Virtual All Hands
Cisco’s YouTube Cisco
Directory:
Facebook
for the
Enterprise
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- 22. Social Media Marketing is
Customer Centric Marketing
Presence Influencers Listening Measure
Engage Amplify Interact Adapt
Social Media
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- 23. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
- 24. September 28th, 2009
10 Fortune 500 Companies Doing Social Media Right!
“! build socialbusinesssuch tapblogs, asideas and
We see
to
media,
1. Office Max!
your and
as
into the
a great way
2. Newell Rubbermaid!
”!
input of people using your products. !
3. Cisco!
4. Texas Instruments! Carlos Dominguez, !
Senior Vice President in Cisco’s Office of the Chairman of the Board and CEO"
5. INTEL!
6. Dude Energy!
7. SeaGate!
8. EMC!
9. DirecTV!
10. FedEx!
2
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