1.
Social Engagement:
Buckle Up and Enjoy the Ride
Petra Neiger, Cisco, Digital and Social Media Marketing, @petra1400
May 22, 2012
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2.
90% of people trust peer reviews
of Americans online have used
34% social media to rant or rave about a
company, brand, or product
37% of tech buyer use social media
to get advice from others
49% of technology buyers used online
video to make purchasing decisions
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

3.
1. Tips for Getting Started…
1. 1. Integrate social into your business – set goals in support of
your business objectives
2. 2. Lead with listening – create a listening workgroup, turn data
into actionable insights and act
3. 3. Create a clear customer journey – make it easy for
MEASURE
ENGAGE
LISTEN
REFINE
customers to find and connect with you, give them a reason to
stay engaged
4. 4. Engage your customers – talk with your customers and
enable them to talk amongst themselves
5. 5. Be human – leave the corporate tone at login
6. 6. Be open and transparent – embrace the randomness: the
good, the bad and the unexpected
PLAN 7. 7. Measure for impact – tie your measurement goals to your
business goals
8. 8. Always think improvement – let the data be your guide, not
your dust collector
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

4.
WW Technical Services Discovers Two
P1 Issues and BU Resolves
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus
products through various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
Cisco Data Center Enters a New Market
with Unified Computing (UCS)
• First step to entering new terrain is listening and learning to
what’s being said in the marketplace.
• Active listening and strong feedback loops ensure Cisco’s
language accurately reflects the external realities of
customer conversations.
• Earns legitimacy by coauthoring content with established
thought leaders inside the community.
• DC team amplifies customer enthusiasts and preempts
detractors to improve receptivity to their insights.
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

5.
Before: Pushing to
campaign press release launch
interest
time
After: Engaging with interest
campaign
time
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

6.
 Increase user engagement
 Foster community growth
 Increase word of mouth
 Celebrate success
 Measure engagement, growth and reach
 Increase employee productivity, participation
Gartner GamificationReport 2011
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

7.
2M+ online visits per month
325K registered users
310K social media users
60K mobile users
US$80 6K community contributions per week
million social and mobile integration
cost saving
annually
*Based on case deflection; conservative estimate
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

8.
© 2012 Cisco and/or its affiliates. All rights reserved.
Twitter.com/ciscolive Cisco Confidential 8

9.
Ad Impressions
(Awareness)
• Video to pique interest in demo
• Demo served as a catalyst to Video Views
begin in-depth technical (Consideration)
conversations that influenced
over $80M in ASR 9000 sales
Demos
• Video views tied directly to (Response)
purhcase, not just awareness
Result
(Purchase)
210 qualified leads
$80M+ influenced
sales
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

10.
Traditional Launch 1 Launch 2
Launch with Social with Social
Cost 1 1/6 1/8
Attendees/
1 4.7X 6.1X
Viewers
• Significant increase in press and social media coverage
• Highly integrated customer experience
• On-going post-launch social activity
• Success and lessons learned shared widely
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

11.
@petra1400
Cisco Social Hub: Cisco Social Media Blog:
http://socialmedia.cisco.com http://blogs.cisco.com/category/socialmedia
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

12.
Thank you.