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Social Media Mini Case Studies from Around Cisco

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Lead gen, mobilizing employees, customers, influencers, executives, connecting on "guest" destinations, creative marketing and much more.

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Social Media Mini Case Studies from Around Cisco

  1. 1. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Created by Petra Neiger, Cisco, Digital and Social Media Marketing@petra1400
  2. 2. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2Increase Interactivity toUncover LeadsCisco Borderless Networksgenerates over 575 “Meet theExpert” requests using aninteractive, integrated social,digital and offline campaign.Facilitate the Decision-Making ProcessLATAM campaign launchesDisconnected Anonymous, aninformal, fun community to driveproduct discovery andpreference, resulting in 172 newleads…and counting.Accelerate Action TimeCisco’s Call Center reducesrouting time for leads from 5 daysto 1 with social tagging, whilereaching over 1.7 million contacts.
  3. 3. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3Promote Insights inChannel-AppropriatePackagingThe Cisco Visual NetworkingIndex (VNI) serves as thefoundational content for a myriadof engagement opportunities frominteractive mobile experiences,online event, humorous video,tweet chat to channel-specificcontent, with results farexceeding expectations.Encourage CommunityParticipation with FunCTAs and Recognition“Data Center Tales of Terror”entices LATAM community tocreate user-generated contentfrom stories to visuals, whileincreasing knowledge of Cisco’sdata center solutions.Extend the Conversation toThird-Party “Guest” PlatformsCisco Corporate SocialResponsibility and AOL HuffingtonPost launch social media editorialhub, with 4M+ views and 439K+social actions taken in just 5 months.
  4. 4. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4Increase the Life and Reachof EventsCisco Live San Diego 2012implements a hybrid social, mobileand offline strategy, resulting in80% increase in virtual attendanceYOY.Create An Event AroundMacro Events“Guess the Tech” pan-EuropeanFacebook campaign createsanticipation leading up toChristmas Eve by hiding andrevealing Cisco solutions in anAdvent-like calendar, driving 4Xmore engagement than usual.Celebrate (with) YourAudienceSimple visuals connecting eventsand business help keep your brandtop of mind and increase WOM.
  5. 5. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5Ask Your Customers forContent RecommendationsTechnologists talk tech using awhiteboard in Engineersunplugged, a weekly <10-min videoseries. Program encouragescustomers to comment,recommend topics or appear onshow.Crowdsource Your NextProduct NameChina leverages Weibo by askingfollowers to give a Chinese nameto BE6000 product during launch,resulting in organic buzz and strongparticipation.Put the Community in theDriver’s SeatCisco Networking Academy teamprompts students and instructors toshare engaging content, triggercommunity interactions andproblem solving, drivingmembership from 380K to 480Kand user-generated content from10% to 60% in 7 months.
  6. 6. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6Partner with InfluencersCisco uses new white paper onInternet of Everything as basis for30-minute tweet chat with Ciscoexecutive and Brian Solis, socialmedia influencer, garnering almost700 tweets and 60+ uniquequestions and earning a spot inTwitter’s trending topic section.Engage Customers andPartnersCisco collaborates with majorstrategic partner through LinkedInto bring sales teams closer to eachother and raise awareness of eachother’s capabilities and solutions inthe pursuit of strategicopportunities.Create Long-TermEngagement OpportunitiesThe Service Provider MobilityCommunity on-boards bi-lingualguest bloggers to reach newaudiences. Bi-lingual blogs, region-specific content and cross-culturalpromotion count as majorcontributors to 90% increase incommunity visits and 80% increasein unique visitors YOY.Cisco AsiaPacexecutive
  7. 7. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7Functional PerspectivesCisco architects and distinguishedengineers build community throughblogging and sharing perspectiveson what’s ahead. In less than ayear, numbers of bloggers andpage views grow 4X+ each, withincreased engagement fromreaders.Industry PerspectivesCisco Financial Services andManufacturing subject matterexperts lend their expertise tosocial media by repurposingpreviously created content,delivering interviews for newcontent and writing blog posts forthird-party and Cisco outlets,leading to features in third-partypublications and in an almost 5K%increase in retweets and 5K+%increase in CTR.“In Action” PerspectivesCisco Tactical Operations providesa real-time, “behind the scenes”look at Cisco’s response toemergencies and crisis, thuscreating an authentic and humanexperience with customers,employees and the public.
  8. 8. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8Address Their CareaboutsAsiaPac and Japan marketingcreates standardized social mediaperformance measurementmethodology across all accounts,enabling senior leadership tocompare apples to apples for theentire region and make insights-based decisions.Enable Them to Connectwith Each OtherIndia creates C-Club on LinkedIn toenable and facilitate interactionsamong C-level members, morethan doubling membership andsubstantially increasingengagement in just 1 month.Partner with Them for Long-Term SuccessCisco brand campaign mobilizesexecutives for social engagementto drive thought leadership andraise social profile.
  9. 9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9Cisco CanadaLeads with local bi-lingual content,engages local executives as socialbrand evangelists and thoughtleaders, resulting in 1.5M+ totalsocial reach and 1.6K+ total socialengagements in about 2.5 months.Cisco ChinaActivates employees, customers,partners and influencers to createuser-generated content andconversations, reaching 9.5MWeibo users in under 2 months.Cisco IndiaCapitalizing on 150M mobileInternet users in India, 72% ofwhich now see mobile as a primaryor exclusive means of going online,Cisco India takes the campaignmobile…for the first time.Weibo Hot Tweet : IoE
  10. 10. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10Maximize YouTube ImpactClickable calls to action drive thecustomer journey between Cisco’sYouTube channel and otherdestinations, resulting in increasedYouTube subscribership and abilityto direct viewers further down thesales funnel.Cater Toward Your VisualAudienceSubject matter expert-led livevirtual seminars guide candidatesthrough technical topics on theCisco Learning Network inpreparation for the Cisco DataCenter Certification, resulting in400% increase in study groupmembership.Cater Toward Your AudioAudienceThe Cisco TAC Security Podcastprogram walks customers throughthe deployment, troubleshootingand management of Cisco securityproducts. 100K+ downloadsrepresenting 3.7TB+ of audio.
  11. 11. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11Show the Fun Side ofBusinessThe Jabber Interactive Hubprogram raises awareness ofCisco’s Jabber collaborationsolution by showing howbusinesses can prepare for thefuture in a Bring-Your-Own-Device(BYOD) world while capturingaudience data and insights in aninteractive and engaging way.Make Concepts Easy toDigestCisco Domain Ten breaks down theprocess of transforming datacenters from a cost center to acost-effective business enabler intoa 10-point framework, usingvisually-engaging and interactivetools, authentic conversations withSMEs, lead generation through amobile-optimized eBook, and more.Offer Ways to Continue andExpand ParticipationCisco gamifies its social mediatraining and certification program tooffer a progression path andlaunches team challenges toencourage group learning, resultingin 7.6K+ total courses taken inabout 9 months.