Conversations about social media within many enterprises have shifted from talking about “if” and “when” to asking about how much and how often. Fortunately, we now have the tools and best practices in place so marketers can start answering these questions. I shared this presentation at the Social Media Strategies Summit where I discussed the key ingredients that built Cisco’s social media organization and how they have “operationalized” to create repeated success.

1. How Cisco Operationalizes
Social Media for Repeated
Success
LaSandra Brill
Senior Manager, Social Media Marketing
@LaSandraBrill
February 9, 2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2. Two-Way
Communication
Marketing in a (not one way)
Web 2.0 World
Build
Communities
(not websites)
Join the Conversation
(not just in your domain) Organic
(not paid)
Create a
Relationship Integration
(not an event) (not interruption)
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4. Community Centralized
Managers CMO Team
Centralized
Corporate
Communications  Infrastructure
Team
 Process
 Policy
 Best Practices
 Training
 Consultation
 Agency Services
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

5. Social Media Social Media Social Media Social Media
Enablement Consulting Management Labs
 Social Media Listening  Consultation on  Brand Campaign  Innovation & integration
Program Strategy and Tactics Planning & Execution on Cisco.com
 Social Media Playbook  Consulting on Tools and  Corporate Blog  Mobile strategy &
 Planning and Metrics Applications Program integration
Templates  Case Studies and Best  Online Community  Social CRM
 Social Media Practices Program  Online rewards &
Certification Program  Business Case  YouTube Community badging
 Monthly Social Media Development Management
Roundtables  Health Assessment  Policies and
 Workshops & Summits Governance
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6. campaign
press
release
interest
year
From Content by Platform #
Communities/Forums 61
 Campaign bumps
Blogs 37
 Ad hoc, low governance Wikis 1
 Inconsistent strategy Facebook pages 79
 Measuring activity Cisco YouTube channels 300
 Transactions Twitter handles 108
Cisco social snapshot 5/1/10
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7. value-add
content/services interest
campaign
year
social media base
From To
 Campaign bumps  Enduring assets
 Ad hoc, low governance  Social responsibility
 Inconsistent strategy  Planning discipline
 Measuring activity  Demonstrating impact
 Transactions  Ongoing engagement
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

8. PROGRAMS
Public Engagement
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
SOCIAL BRAND Listening SOCIAL BUSINESS
(External) Focus (Internal)
Training
Tools & Process
Organization Models
Staff Resources / Allocation
Policies & Guidelines
Knowledge Sharing
Culture & Enablement
INFRASTRUCTIURE
INFRASTRUCTURE
Slide Credits: David Armano

9. Learn
about
policy
Download
resource
materials
Browse
social media
case studies
Join workshops
and events
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10. CERTIFICATION PROGRAM
PRACTIONER ROUNDTABLES
Social Media Education VIRTUAL VENDOR FAIR
FUNCTIONAL DEEP DIVES
EVENTS & CONFERENCES
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11. Cisco’s Social Media Handbook
http://bit.ly/CiscoSMHB
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

12. Content
Sharing &
Rating
Forums
Organization
Web Site
cisco.com Social
Networks Blogs
Cisco
Blogs
Home Base Outposts Passports
Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station
© 2010 Cisco and/or its affiliates. All rights reserved.
Tuning in to online Conversations Cisco Confidential 12
Always on Slide Credits: Chris Brogan

13. Social Media
Customer
Groundswell Online press
Voice of the Bloggers /
Customer Influencers
Trade
press
Today’s Challenge Relevant Insights
• Multiple conversations from multiple • Deep customer insight, market
channels trends, competitive intelligence
• Diverse and fragmented • Ability to influence and drive the
• Disruptive force spreads news business
rapidly (good and bad) • Data collection, data analysis, insight
delivery
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

14. Monitor
monitor
Discover real-time,
relevant, impactful
conversations
Measure measure
Analyze and track
conversations, engage Engage
show business
impact Active dialog with
customers or
prospects, track/tag
comments for
further use
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

15. 1) WW Technical Services Discovers Two 2) Small Business Uncovers Product
P1 Issues and BU Resolves Issue and Restores Faith of Partner
• P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560.
• One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue.
products through various TAC cases. • Product team react quickly, faulty units sent directly to
• BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues.
• Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution.
3) Tandberg Addresses Customer Concerns 4) Cisco Data Center Enters a New Market
Over Acquisition and Calm Fears with Unified Computing (UCS)
• Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to
acquisition on Tandberg’s Facebook page. what’s being said in the marketplace.
• Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco’s
Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of
them know the customer needs more reassurance. customer conversations.
• Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established
of concerns on Facebook. thought leaders inside the community.
• The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts
comments from the Facebook wall. detractors to improve receptivity to their insights.
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16. socialmedia.cisco.com
Why…
 Create conversations with
customers, partners, employees
and the public
 Platform to discuss the role
of the network
 Thought leadership
How…
 Extensive use of video increases
engagement
 Integrated with campaigns
 Employee engagement
programs increase usage
externally
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18. Social@Cisco
Blogs
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19. Community Health Market Perception Business Impact
 Partners Engaged in Chat  200% Increased Engagement  Networking Academy
Nearly 40K views, and engaged for Data Center Launch surpasses 100K fans
in hundreds of discussions via 10K+ blog and video views Advocacy program lets the
Twitter and Facebook users own the experience
 4M views: ISR2 “Future of
 Cisco Support Community Shopping”  Cisco crowdsources the next
Reaches 1M+ Users/Month Viral in Facebook, esp in Asia, Billion dollar idea
New Facebook App launched Middle East 2800 participants
& 824 ideas
NetAcad Cisco UMI
Data Center Borderless
Routermania CRS-3 Networks
Launch
Launch
Partners Chat TV Contest
Canada 25
myPlanNet iPrize
2010
User Integrated Blog & Advocacy 3D Recognition Facebook
Generated Serious social Live Video Crowdsourcing Influencer Program Challenge Program Integration
Conent Gaming media plan Streaming Contest Outreach
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20. Member ambassadors and Cisco moderators spreading the knowledge together
140k+ Turning Members into Ambassadors
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21. A regularly scheduled video broadcast on Ustream with Cisco executives
and experts covering partner-focused topics.
 Engage Cisco partners
around the globe
 Interact using video, social
media, and free tools
 8 sessions with close to
50,000 live views and
many replays
Digital Marketing Awards
Finalist
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22. Winner: LifeAccount
Mexico
© 2010 Cisco and/or its affiliates. All rights reserved.
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23. Game mechanics make the difference Mobile + Social = Dramatic reach
Social graph expands rapidly online Next… Social CRM connects social to sales
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24. 1. Building the Team
2. Figuring out where we wanted to go
3. Focusing on the foundation and long term scalability
4. Putting infrastructure in place
5. House Cleaning
6. Engagement
7. Innovation
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24

25. • Cisco Social Hub: @LaSandraBrill
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/
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25

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