How Cisco went from organic to organized social business. Our approach to social and success stories.

1. Social Media at Cisco From the Wild West to Organized Social Business Petra Neiger Social Media Marketing, Cisco @petra1400 April 19, 2011

2. The Wild West of Social Media

4. Council: helps with alignment & promotes collaborationServices Social Media

5. Our Approach to Social Media Governance Strategy Social Media Policy Educate Listen Participate Audiences Employees using corporate and personal social media External visitors to corporate social media Objectives Encourage the use of social media, but… Protect both the company and individuals

6. Cisco’s Social Media Handbook http://bit.ly/CiscoSMHB

7. Educate and Enable EmployeesScale through a Multi-Level Model FORMAL TRAINING SELF SERVICE SHARED LEARNING EDUCATION ONE-ON-ONE COACHING EVENTS & CONFERENCES

9. Who else needs to know what you’ve learned?

10. How will you optimize & integrate social?

12. What are you going to do with this data?

13. Why should customers stay engaged?

14. How quickly/ efficiently can your (re)act? Measure Engage

16. One customer reports total of 17 bugs with Cisco Nexus products through various TAC cases.

17. BU fully engaged and fixes all the reported issues.

18. Customer pleased with the technical support provided.

19. Cisco Partner expresses lack of faith in UC560.

20. SMB actively listening, reach out and uncover product issue.

21. Product team react quickly, faulty units sent directly to engineers for examination in order to prevent repeat issues.

23. Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.

24. Team calm fears and avoids any further public escalation of concerns on Facebook.

25. The loudest customer has since removed his negative comments from the Facebook wall.

26. First step to entering new terrain is listening and learning to what’s being said in the marketplace.

27. Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.

28. Earns legitimacy by coauthoring content with established thought leaders inside the community.

30. 30k community contributions

32. Focus on mobilityUS$61 million cost saving annually * *Based on case deflection; conservative estimate

33. Enable Fans to Become Ambassadors Member ambassadors and Cisco moderators spreading the knowledge together www.Facebook.com/cisconetworkingacademy

34. Innovate via CrowdsourcingTurn Concepts into Real Business 2,500 Participants 5,300 Votes 3,300 Comments 800+ Ideas Contest Launch/Jan10 Social + WebEx Collaboration TelePresence Finalists New Business/July www.cisco.com/iprize

36. Interact using video, social media, and free tools

37. 8 sessions with close to 50,000 live views and many replaysDigital Marketing Awards Finalist

38. Enrich the Event Experience with Social www.ciscolive.com

40. 3,200 check ins during the week

41. 54k points earned & 760 virtual stickers awarded

43. Measurement Early On…Reduce Costs, Increase Reach

45. Cross Channel Metrics

47. Key Takeaways Build a scalable social business Internal preparedness will help drive external success Set goals in support of business objectives What are you trying to accomplish? Map your listening journey Create a social listening working group Optimize & integrate your social presence How will customers find you and connect with you? Create a reason for continued engagement Why should customers stay engaged with you? Use listening & measurement data to improve What actionable insights can you draw from the data? Be open & transparent Be willing to share lessons learned

48. Thank You! 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/ @petra1400