Platform to discuss the role of the network

Integrated with campaigns

66 Not Official (Employees or not related to Cisco)

9 key Channels with strong viewership/subscriptions and videos

More than 6,000 Cisco official videos identified, only ½ unique due to redundancy

3 Types of videos most popular

Elegant, professional highly stylized videos (CEO roundtable, commercials)

“Real-world” type of videos (Digital Cribs), still professionally shot

“Amateur” in the office, office humor, (“What will your employees do when the network is down?”) —could work for business testimonials too

3 key themes emerged based on viewership, likes, subscribers, comments/engagement and viral activity (videos picked up and embedded elsewhere)

Changing the World/”The Future Of” (technology, healthcare, shopping)

Cisco Practical Applications (Digital Cribs, Demos, Small Business)

Be a social butterfly! Ongoing outreach to other channels, subscribers, friends;

Updating Twitter , Facebook when new videos uploaded

Engaging: Asking questions,promoting feedback,replying to posts from users commenting

Getting “out there”: actively browsing Web for like-minded bloggers/influencers, asking them to subscribe

Contests or fun ways to promote engagement

Tagging,attribution of videos to improve search and find-ability

Watch retention: Interact with your most-active subscribers, subscribe to their channels, and follow them on Twitter. Show them attention, and make them feel valuable.

Monitoring analytics and optimizing video, tagging, and commenting strategy

Design

Elegant, professional designs that reflect a company brand and overall vision

YouTube Branded Channel

Easy-to-navigate with tabs and a browse structure showcasing the video library archive in a simple way

Good Content

The #1 reason people subscribe to a channel, and comment on videos

Refreshing content 1X a week, with known entities/qualities of what viewers and potential viewers like to see

Cementing the overall brand and corporate strategy through strong content strategy

Strong production quality does matter—people respond to videos that are well-edited and professionally created

Engagement: Participation determines engagement (engagement>loyalty>high value customer or lead). Track:

# of Subscribers

# of Friends

# of Favorites, Shares, and Comments (negative and positive) on each video.

Brand Awareness: Word of mouth and the viral factor (sites like Twitter, Facebook and Digg) can help shift key brand metrics, such as brand favorability, brand awareness, brand recall, propensity to buy, etc.

Viewership/Social Impact: Track # of viewers, subscribers, commenters come from places like Digg, Facebook, and Twitter to judge how seriously you should market to these social media sites. Track viral impact (retweets, number of Diggs, etc) from sites as well to judge the overall success.