1. hello
Kathleen Mudge
Consultant, Cisco
@kathleenmudge
Kenny Lauer
George P. Johnson
@kennyl

2. Image by Pieter Musterd used with Attribution as directed
2 Creative Commons
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3. Image by Pieter Musterd used with Attribution as directed
3 Creative Commons
http://www.flickr.com/photos/piet_musterd/1858568495

4. On-site Engagement
4

5. “Continuing the Conversation” Across Events
EVENT 1 EVENT 2 EVENT 3 EVNT4
Conversation Volume
Event-specific
conversation
Time

6. Social @ciscolive

7. Overall Objectives
 Extend reach
 Increase the length and level
of engagement with our attendees.
 Enhance and enrich relationship for the Cisco Live community.
 Lengthen and enhance the onsite event experience.
 Building communities on Twitter, Facebook and LinkedIn, we
engage with attendees and grow the Cisco Live community 365
days a year.
7

8. Social Media – 5 Key Strategy Points
1. Plan Zero in on brand goals/metrics,
targets and messages
2. Listen The best conversations begin
with monitoring & listening
3. Engage Communicate, participate,
and nurture on these channels
4. Analyze Leverage listening, reporting
and tracking tools to gauge
success and adjust
5. Leverage Influencers can impact/
expand your community
8

9. 1. Make a Plan
 Determine social media channels for engagement
 Develop your strategy for each channel
 Define goals and measurement for success
 Membership
 Engagement level
 Revenue targets
 Plan update frequency
 Select scope and type of content depending on channel strategy and
focus
 Listen to your audience
 Analyze to determine what is working and continue to modify plan
based on success criteria
9

10. Channel Focus — Facebook
 Regular updates to the community
 Opportunity to share video and photos with
community engagement
 Polls allowing voting and discussion on topic
 Soliciting engagement from direct questions
resulting in focused responses
10

11. Engaging with the Cisco Live host:
SVP Office of the Chairman and CEO, Cisco
Attendees use their creativity to have fun before they arrive…
11

12. 2. Listen
Channel Focus — Twitter
 Provide frequent updates
 Engage in the conversation
 Nurture the community
 Twitter Chats
The best conversations
begin with monitoring
and listening
12

13. 3. Engage
Channel Focus - LinkedIn
 Stir the pot with questions to spark conversations
 Practice restraint – avoid to much corporate
messaging
 Show you’re listening Communicate,
 Maximize the on- and off-season, keep the
momentum going
participate,
 Cross promote on social channels and nurture
 Ditch the promotions – focus on authentic
interaction by attendees
 Provides opportunity for group member discussions
and easy connections to targeted participant’s
profiles by fellow group members
 Conversations are business and event focused
13

14. 4. Analyze
Leverage listening, reporting
and tracking tools to gauge
success and adjust
14

15. 5. Leverage Influencers
 Take advantage of influencers to engage
attendees or prospects and amplify
messages
 Influencers within your social
communities
 Executives NEED: Amplification
 Partners
15

16. Reward Influencers
 Everyone wants to be heard and acknowledged
 Acknowledge retweets with a “Thank you” tweet
 Executives: Let them know the results of their amplification or
promotion
 Partners: Acknowledge and thank them for their participation with
“Likes” on Facebook or LinkedIn, or “Thank you” on Twitter for
tweets or retweets
 Community Supporters: Provide tokens of appreciation
through information “scoops”
and acknowledgement
16

17. Nurtured Community to ROI
 Now that you have invested your resources in social media, what do
you get for your effort?
 Increased brand loyalty
 Advocates
 Revenue tracked back directly from URLs
 Social media is one of five primary revenue channels
17

18. Social Media Channel Growth YoY
12000
10000
8000
FB
Twitter
6000
LI
4000
2000
0
17-Jul-10 17-Jul-11 6-Jun-12
18

19. Cisco Live U.S.
 Industry's premier education and training
event for IT, networking, and
communications professionals
 17,000 physical registrants and 189,000
virtual participants
 2,500-4,000 event related tweets daily
 11,997 @CiscoLive Twitter followers,
most of which actively tweet during the
event (70%)
 Attendees rely on Twitter and Facebook
as their main communication channel to
post questions/issues and get quick
responses
19

20. On-site Engagement

21. Times have changed
21

23. Outsideè In

24. “Presencing”: It’s important to be seen
“Some+mes
you
want
to
go
Where
everybody
knows
your
name,
And
they're
always
glad
you
came”
hAp://media.80stees.com/images/products/Cheers_Norm-­‐T.jpg
24

25. Cisco Live: On-site Mission
Evolve Cisco
Live into one of
the most
attendee-aware
events in the
world.
25

26. Cisco Live Attendee Aware: On Site Goals
 Maximize the Attendee Experience
 Monitor and act on attendees’ needs (inside 4-walls and outside)
 Anticipate experience enhancing opportunities
 Make sure everyone is “seen”
 Elevate the Brand
 Identify and support trends / comments
 Amplify positive messages
 Create proactive experiences to drive event goal
 Increase loyalty and customer value
 Protect the reputation of Cisco and Cisco Live
 Recognize “smouldering”
 Engage deliberately to cauterize potentially harmful conversations
 Convert negative to positive
26
26

27. Cisco Live: Social Media Engagement
 Significant social footprint
 Team / Strategy dedicated to social
 Brought it to life
27
27

28. Part Science / Part Art
Social Media Twitter LinkedIn
TO
SUPPORT
Facebook Flickr
Channels YouTube
SocialMiner (Cisco) TweetDeck
TO
COLLECT

Social Media Radian6 Objective Marketer
Tools Bit.ly
Laptops Tablets
TO
MONITOR
Technologies iPads Monitors
Smartphones
28

29. Part Science / Part Art
LEAp
Pre-event Post-event

30. LEAp
Pre-event Post-event

31. LEAp Playbook (and more)
 Rules of engagement
 Living Document
 Builds Consensus
 Opens Communication
31
31

32. Topics included in Playbook
32

33. Topics included in Playbook
33

34. LEAp
Pre-event Post-event

35. Listen
Track social content
inside and outside the
event with hyper
attention on brand
protection, brand
elevation, and
attendee experience
35

36. Listen

37. Engage
[re-active]
Respond strategically by presencing through retweeting,
@replying, or posting.
37

38. Act
[proactive]
Tweeting and posting of unique content as well as proactively
supporting the experience
38
38

39. Triage
39
39

40. Evaluate Message: Question or Comment?
Question Comment
Do we have Indication of a negative experience Indication of a positive experience
enough
information Did the message come
from a valid Twitter profile? Message considered for a retweet
to answer and/or response (i.e. we’re glad
the No Yes you’re enjoying the event)
question?
Report as spam and Do we need to escalate or
continue to monitor does it threaten the brand
Yes No users’ tweets and/or event brand? *
Respond 1. Respond letting Yes No
with the attendee
correct know that we’re Quickly escalate to
info looking into appropriate contact to Do we need more information from them?
their question. discuss how to approach
2. Reach out to the
appropriate Yes No
escalation
contact to get
Indication of an individual or multiple Is there an opportunity to turn this into a
the information attendee experience positive experience?
needed to
respond.
3. Respond with Individual Multiple attendee Yes No
the correct
information Ask the Reply to the Work with the If appropriate, thank
attendee to attendee and appropriate them for their
DM us more ask them to event contact feedback and let them
information provide us with as needed to know we’ll pass it on.
* Triage Levels: so that we can more info so that respond and Continue to monitor
Influencer: Widespread Effect try to help we can try to take action attendees tweets.
Singular: Negative Experience them help them

41. Social Media Comes to Life
41

42. Cisco Live Social Media Hub
42

43. 43
43

44. 44
44

45. 45
45

46. Cisco Live Social Media Hub
46
46

47. 47
47

48. 48

49. Kred
 Point of
Congregation
 Created friendly
competition
 Contest winners
were excited to
come by to
claim their prize
and have their
photo taken
49

50. Attendees love to be recognized
50
50

51. Social Aggregation

52. LEAp
Pre-event Post-event

53. Post Show Report topics
 Sentiment / Insights
 YOY Analysis
 Stats
 Twitter
 Facebook
 Social Miner
 Radian 6
 Social
Aggregation
 Kred
 Bit.ly
53
53

54. Post Show Report topics
Qualitative and Quantitative
 Identification and analysis of the Cisco Live
Top Advocates and Contributors
 Key topics of discussion
 Positive and negative sentiment
 Questions/issues addressed
 Attendee suggestions for the next year
 Recommendations for next year
 Snapshots of attendees tweets and Facebook
posts grouped by event elements and
sentiment
54
54

55. Feedback Summaries
POSITIVE SENTIMENT
RECEIVED MOST FOR:


CAE
Keynote presentations
+ NEGATIVE SENTIMENT
RECEIVED MOST FOR:


WiFi/Wireless bing slow or unavailable
PDFs

−
Not being able to download when WiFi was slow
or down
 John Chambers keynote
 Issues downloading PDFs via Scheduler
 Padmasree Warrior’s keynote
 Not having USB drives available with PDFs
 Mythbusters keynote preloaded
 Demos during the keynote presentations  Cisco Live Mobile App issues
 DJ in the Convention Center  No WiFi/wireless available during keynotes
 Not getting a free t-shirt after Cisco Live ran out
 Access to Cisco Live 365 and being able of them
to view live broadcasts
 Registration lines (due to WiFi issues)
 Event staff  Lunch line on Monday
 Meals  Cisco Live 365 error message Monday
 Giveaways  Only being allowed to enter WoS through Hall D
 Cisco Live Social Media Response Channel  Keynote and session chairs being placed too
closely together

56. Cisco Live Mentions by Hashtag/Keyword Cisco Live Social Participation by Region
Cisco & Cisco Live Mentions by Hashtag/Keyword Cisco Live Mentions by Media Type

57. Top Three Attendee Generated Videos
503 Views 305 Views
youtube.com/watch?v=EPKMANz8wzo Youtube.com/watch?v=o0um-PMdie0
353Views
57
youtube.com/watch?v=k_im_uWGO8Q

58. Results YOY
 Social media activity, advocacy, attendee contribution, and
feedback continues to increase year over year.
↑ 280% increase in @CiscoLive Twitter followers from 2010 to 2012
↑ 23,760 total Cisco Live mentions (5% increase from 2011)
↑ 10,734 @CiscoLive Twitter followers—gained 433 followers
during the event, YoY followers up 75% from 2011)
↑ 181% increase in social media activity the weekend prior to the event
and 266% during the event
↑ 196% increase in total outgoing posts from 2011 (Facebook and Twitter)
58
58

59. Cisco Live Social Media Stats (6/10-14,2012)
 2,512,204 total reach 2010
 4,842,639 impressions 2011
Volume of tweets by year 2012
 445 Facebook likes 500
424 436
 3,595 total photos uploaded
to the Media Gallery
400 361 358
290
 2,314 clicks on bit.ly links 300
sent from @CiscoLive 184 176
200 166 172
134 129
 314 blog mentions 122
80
100 65
 3,595 total updates to the Media 30
Gallery 0
 3,325 total updates to the Social Day 1 Day 2 Day 3 Day 4 Day 5
Aggregation page
59
59

60. 60

61. 61

62. 62

63. Image by Pieter Musterd used with Attribution as directed
63 Creative Commons
http://www.flickr.com/photos/piet_musterd/1858568495

64. 2012 Social Media
Kathleen
Mudge
Kenny
Lauer
kmudg@cisco.com
klauer@gpj.com
@kathleenmudge
@kennyL

65. Email / tweet us for
today’s presentation
Image by Pieter Musterd used with Attribution as directed
65 Creative Commons
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66. Tweet for
Playbook template + Presentation +
Video
1. @kennyl
2. Tweet something about the talk
3. Use Hashtag : #norm #eventtechnyc
Image by Pieter Musterd used with Attribution as directed
66 Creative Commons
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