Casie Shimansky's presentation at FLBlogCon. Learn more at https://www.instagram.com/thenameiscasie/

1. Updated May 2017
Casie Shimansky
Social Media Manager, Talent Brand
@TheNameIsCasie
Instagram Stories:
Snapchat Killer or Storyteller’s Dream?
#FLBlogCon17

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@KimbeeTheGSP was named
Buzzfeed’s Official Dog of Florida.
Image featured on
@FallonTonight’s
Instagram.
Retired Wedding Photographer
Wanted to be a Ghostbuster
when I grew up.

3. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
@TheNameIsCasie #FLBlogCon17
•Character on The Flash
•Foodservice Distributor
•San Francisco
•Nantucket Brewery
•A Rapper from the 90s
“Oh, I know Cisco!”
…but do you really?

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Our Mission:
•To make personal connections –
we have to be personal!
•Humor, Heart, Human.
To make personal
connections with
future talent.
@TheNameIsCasie #FLBlogCon17

5. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
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We use EGC or “Employee Generated
Content” to tell our employees stories and
why THEY love working at Cisco.
We focus on telling the story of
what Cisco’s culture is like and
WHY you’d want to work here.
76% of Millennials
say UGC is more
trust worthy.

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WeAreCisco Strategy:
They all feature REAL
employees sharing their
REAL stories.
Each channel is
unique and we
treat it as such.
@TheNameIsCasie #FLBlogCon17

7. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
@WeAreCisco To make connections with talent
through dynamic imagery and
storytelling.
To use employee stories to attract
top talent to work with Cisco.
@TheNameIsCasie #FLBlogCon17
To be organically
grown. (which
we are)

8. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The Snapchat
Yes, it is as scary as you think it is.
We don’t script! We guide and share
best practices.
TRUST
@TheNameIsCasie #FLBlogCon17
We gave the keys to our employees
for daily takeovers.

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WeAreCisco
Snapchat:
• Ambassadors use a content calendar to signup for a
specific date.
• They let us know, generally, what they will be covering.
• Shared Best Practices: use Snapchat AS Snapchat,
10 slides or less, last slide must link to our careers site.
• Password is changed monthly. All are sworn to secrecy not
to share the password with others.
Daily Employee Takeovers.

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WeAreCisco
Instagram Stories:
• When certain events/moments feel like a good fit for an
Instagram Story we share best practices with those teams.
• Teams reach out to us with ideas.
• Best Practices shared via PDF that includes
storyboarding and IG Stories requirements.
• We assign a date for the IG Story to appear.
• We typically create the Instagram Story. We post the story.
Employee Storytelling

12. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
@TheNameIsCasie #FLBlogCon17
Where We Are Today:
Through listening on social, we
started to realize certain employees
were REALLY into sharing why they
loved working for Cisco.
WeAreCisco Ambassadors!
• We didn’t necessarily go looking for
these employees – they found us!
• These social savvy folks became
our first official brand ambassadors
for Snapchat and Instagram.
• 80 Snapchatters.
• 35 Shutterbugs.

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@hackneysfinest

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Choose a Side -
@TheNameIsCasie #FLBlogCon17
There can only be one!

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Is this the Snapchat Killer…
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Or Storyteller’s Dream?
@TheNameIsCasie #FLBlogCon17

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What is Instagram Stories
for @WeAreCisco?
@TheNameIsCasie #FLBlogCon17
•We asked ourselves HOW we could
differentiate these two channels.
•Actionable Plan
•Content Calendar
This now includes Instagram Stories training, and
well as a storyboarding guide for our employees.

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Who. Is. Your. Audience?
(and WHERE are they?)
166 million Snaps / day
Daily Reach (18-34) = 41%
71% of Users are Under 34 years old.
18-24 = 45%
Under 25 = Use 40 minutes / day
(more than IG)
250 million active users
1/3 Most Viewed Stories = Businesses
80% of Instagram users are outside the
US. (77.6 million US users)
18-29 = 59%
30-49 = 33%
17% of teens say Instagram is the most
important social media site.

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What is Instagram
Stories for you
and why should
you be using it?
@TheNameIsCasie #FLBlogCon17
Instagram Stories is
NOT Snapchat Light.
Create separate strategies
for both channels.

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Snapchat is more about the raw moments in life.

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Instagram Stories seems to be a more “storied” approach.
• Sales
• Product Releases
• Behind the Scenes
• Shoutouts to Fans
• Drive Traffic  Blogs,
Websites (over 10k)
• Takeovers

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7 Tips for Telling Your Instagram Story:
1. What message do you want to convey?
Have a beginning, middle, and end.
2. Post Consistently – Instagram requires this!
3. Each “Episode” should stand out on its
own. Stories should be between 8 - 12 pieces
of brief content – quality over quantity.
4. Mix it up! Use photos, video, boomerang, and
rewind elements.
5. Spice it up! Add stickers, emojis, hashtags,
and location tags.
6. Get that Engagement! Ask questions, have
your followers DM you their answers, give a call
to action.
7. Do NOT Market – Tell your STORY.

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Do you HAVE to choose?
There’s Room for Them All.

25. #WeAreCisco