Social Media Strategies Summit Dallas 2014. Relationships are crucial in every business environment. Ignore your customers, and they will go away. Engage your customers in meaningful ways, and you can create a competitive advantage for your company. That’s why knowing how to harness the power of social media to develop and sustain enduring relationships is so important. By focusing on relationships—both online and offline—you can deliver benefits that range from customer satisfaction to long-term ROI.

1. Relationship Building
Executing a Social Strategy
Optimized for Engagement
Laura Powers
@powersla

3. Pillars of Relevance
RIGHT PLACE
RIGHT TIME
RIGHT MESSAGE

4. Access to more
people, more
viewpoints

5. Media and channels
are more fragmented

6. Stakeholders have
access to content
anywhere at anytime

7. Data drives Cisco
content and
engagement decisions

8. Get to know your customer
Profile
35-54 years old (62%)
Men (83%) and women (17%)
College educated (82%), HHI $75k+
White (86%), AA (5%), HISP (7%)
46% Parents
Overindex as Sports fans
Tech Attitudes
Research everything extensively
Early tech gadget adopters
Focus on tech that makes life easier and more
organized

9. Focus on their online participation habits
88% more likely to read
the newspaper online
105% more likely to
make a personal
purchase online
112% more likely to
obtain sports
information online
94% more likely to share
photos through online
website
105% more likely to
watch videos online
153% more likely to
listen to the radio online
166% more likely to
visit online blogs
126% more likely to
comment online
within forum/blog
*GFK MRI Data, 2013

10. Do More Listening
Than Talking

11. Align Passion
Points
Insert the Brand
into Trending
Topics
Be Culturally
Relevant
Feature User
Generated Content
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

12. ABCs & 123s
1
2
3
Action-Based
Conversations
Social Media Noise Priority

13. Employees Are Your Brand Evangelists
Scale Business through Social Media Humanize Your Brand
Cisco Support Community resolves 1M+ cases annually online Executive blog triggers sharing and conversations
Drive Amplification and WOM Resolve Issues and Answer Questions
Employees drive 33% of total brand campaign reach
SME 1 discovers negative comment in influential LinkedIn group, partners with
Social Media team to route concern to SME 2 who follows up with commenter
The “Discoverer” The
“Closer”
Happy
Commenter
Angry
Commenter
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

14. Social Ambassador Program:
An Integrated 360° Approach
Identify Activate Assess Appreciate Evangelize
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

15. Cisco Champions are Brand Defenders
Awareness
“I Like You”
Engagement
"I Love You”
Significance
“I Recommend You”
Advocacy
“I Defend You”
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

18. “If these numbers don’t show the value of
the Cisco Live Social Media Hub, I don’t
know what would” – Robin Fray Carey,
CEO
• Total reach: 316,012,987 (+39% YoY)
• Total mentions: 62,764 (+36% YoY)
• Total social reach: 86,472,588 (22%)
• Total social engagements: 6,259

19. Community
Experiences
Strengthen
Relationships and
Loyalty
99% are more likely to
buy/recommend/retain
© 2013 Cisco and/or its affiliates. © 2013-2014 Cisco and/or its aff iAliallt erisg.h Atsll rreigshetrsv ereds. erved. Cisco Confidential 1199

20. Remember
1. Relationships take time
2. Listen, then talk
3. Tailor conversations to the
needs and interests of your
audience
4. It’s not a one night stand
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

21. Thank you.