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Kirsten Chiala
Digital Content Lead, Social Media CommunicationsSeptember 2017
Storytelling Across Generations
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
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@KChiala
If you like it, share It!
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• 16 years old
• Uses Snapchat to message friends
• Uses Instagram
• Messages with FB (sometimes)
Case Study
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Which picture should his public account see?
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Generations & Social
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Born 1995-2012
• Changing how brands interact with consumers
• Embrace diversity and inclusiveness
Gen Z
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Born 1995-2012
• Changing how brands interact with consumers
• Embrace diversity and inclusiveness
Gen Z
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Born 1977-1994
• Globally connected, entrepreneurial
• Switch jobs frequently
Gen Y (Millennials)
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Gen X
• Born 1965-1976
• Love workplace flexibility
• Addicted to social media
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Gen X
• Born 1965-1976
• Love workplace flexibility
• Addicted to social media
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Born 1946 to 1964
• Vocal and opinionated
• Most likely to share political content
Baby Boomers
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Knowing Your Audience Matters
Persona: Connected Executive
Many Twitter followers are executives in the prime of their
careers using Twitter to stay current with the latest
technology, and their own interests. Making sure their
companies are using the best tech is very important to them,
and their global reach.
Who’s Following: Channel Personas
The following are personas
developed solely on each
channel’s follower data. Persona: Arriving Manager
These followers are early in their career, but they’ve climbed
the ladder quickly. Their bosses rely on them for technology
recommendations, so they often spend mornings reading
articles and reviews. They’re constantly striving to improve
themselves both personally and professionally.
Persona: Passionate Associate
These followers have just begun their careers in information
technology and are becoming very passionate. Learning
more about the emerging tech is always a priority regardless
of their workload. Some are debating on using this
knowledge to become a professor down the road.
Who’s Engaging: Channel Personas
Persona: Tech-Focused Millennials
Not only do these Millennials have strong passions for tech,
but 44% of them actually work for Cisco. Their career has
begun to flourish and they’re excited for what the future
holds. They like to stay connected to the most recent news
and updates about all of their different interests.
Persona: Global Hobbyists
Only 30% of this audience lives in the US and over 30% live in
Middle-Eastern countries like India and Pakistan. While they
work in technology, they’re more apt to discuss their personal
lives and ambitions. They strive to succeed in their careers in
order to open the doors to non-work opportunities.
Persona: Analytical Businessmen
This audience is comprised of a variety of technology and
business professionals – many of which are key decision
makers. They understand the tech world is constantly
evolving and love to explore new products and methods to
make sure their business is always on the cutting edge.
The following are personas
developed solely on each
channel’s follower data.
All Channels
ELT
Announcements
Partnerships
Press Statements
A-Level Launches
Innovation
IoT
Earnings
Brand Verticals
Tech Use Cases
Customer stories
Lifestyle content
Cisco events
Big Data
Tutorials
Sales
CSR
Women in Tech
Sports
Holiday
Education Opps.
Engineering
Digital Transformation
Business
People & Culture
Emerging Tech
New Products
Content Topic Map by Channel
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Cisco Content For All Generations
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Game of Thrones
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OneRepublic Partnership
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Jimmy Kimmel Live!
Cisco Goes Hollywood on Jimmy Kimmel’s Wall of America
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Storylines are strategic developed based on audience interest
• Social copy is adjusted per audience and posted to the appropriate platform
• Paid targeting is leveraged to ensure content reaches the right audience
Why Cisco Content Works Across Generations
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Reaching Audiences Through Influencers
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Influencer marketing allows a brand to reach a specific target audience or generation.
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Instagram Takeover With Liberty Madison
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• 13 total frames
• 40,451 total views (2nd highest total views on one of Cisco’s IG Stories)
• 3,112 average views
• 36% completion rate
• 5 calls to action
• First frame received 6,552 views
• Last snap received 2,352 views
Instagram Takeover Results
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Facebook Live with Jeremiah Owyang
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• 21K video views
• 203 peak live viewers
• 17K unique viewers
• 1,192 post engagements
• 310K people reached through organic & paid social
• FB event generated event interest from 525 people
Facebook Live Results
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Holiday Campaign
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• 14 influencer gift recommendations
• 14.2 million impressions
• 6,500 engagements
• 3,000 link clicks to the gift guide
• $0.36 cost per engagement
Holiday Campaign Results
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Platform Specific Content Strategies
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Snapchat
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Snapchat in Action
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Snapchat in Action
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Meet the Millennials: Justin Riray
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YouTube
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Consumer Brand Example
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• Do an audience audit
• Make a content mapping guide
• Partner with influencers
Top 3 takeaways
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“Know thyself. Know the customer. Innovate!”-Beth Comstock, Vice Chair, General Electric
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