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How Cisco Manages Thousands of YouTube Videos from Hundreds of ContributorsObjective: Governance, Conversions Solution: Social@Scale – Marketing

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The SToryPerhaps this case study should be a YouTube video. According to Forbes Insight, 59% of senior executives would rather watch a video than read text, and 75% watch “work-related videos” on “business sites” at least once per week (strictly business videos, of course). Savvy B2B marketers have taken notice of online video -- from 2011 to 2012, investment in video as part of B2B content strategies jumped from 52% to 70%; that’s only expected to rise in 2013.

As the worldwide leader in business networking solutions, Cisco Systems was ahead of this online video adoption curve.

“Video is a key driver for Cisco's online interaction -- our audience enjoys and shares video content. In fact, viewers are twice as likely to engage with high-value conversion activities on Cisco.com,” says LaSandra Brill. Online video is integral to the Cisco social media strategy; as early as 2010, the enterprise had over 300 youTube channels. The channels represented the hundreds of internal departments that published video content created by various bloggers, consultants and subject-matter experts to several different blogs. Cisco wanted to consolidate that widespread content into the official Cisco youTube channel, directing all traffic to related material on the Cisco web site. Yet each department had unique objectives, messaging and needs regarding YouTube settings and permissions that had to be honored.

The challenge:

•Merge all of Cisco’s contributors and content into one YouTube channel

•Retain subchannels for sorting content from varied business units

•Enable governance over all content, every playlist, and each user’s accesses

•Power the posting of +1,000 videos per year

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results:

•Over 1,800 youTube videos posted, monitored and tracked in Sprinklr

•199 Playlists Managed across Cisco properties

•Administration and oversight of 200+ youTube users

•Local controls by department with user-by-user permissions and roles

WhAT hAPPened? The reSulTSWith Sprinklr’s social relationship platform, Cisco has taken full control of thousands of videos posted on hundreds of playlists and accounts. Using the same flexible Social@Scale platform that already enabled Twitter and Facebook management for several Cisco business units, Sprinklr developed and implemented a custom solution to build hundreds of subchannels into the official Cisco YouTube channel. It’s a complex but fairly straight-forward structure. Each subchannel has its own playlist, nearly 200 playlists in total. Every playlist is dedicated to an individual department. So each department retains local control of their content, with account permissions set on a user-by-user basis. Playlists are accessible to the Cisco audience from the branded channel homepage. Each playlist has its own settings and permissions that can be customized without affecting other playlists. This means that each department can publish content that supports their unique marketing agenda while maintaining a consistent brand experience via the Cisco channel on YouTube. Commercials, industry stats and trends, product demos, interviews (customer, industry expert, internal SME), and events are all part of the marketing mix. Each video is delivered to the appropriate playlist, whether it’s a global release of a WebEx case study or a commercial in Portuguese targeted to Brazilian audiences. Today, Cisco’s main youTube channel has over 38,000 subscribers; 50% more than its closest competitor.

Not only is Cisco’s social audience five times more likely to click-through to a blog post with video, those who view online video are 41% more likely to return to Cisco.com. Viewers are also twice as likely to engage in high-value conversion activities on Cisco.com.

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WhAT you CAn leArn

IT’S AbouT TeChnology + rel ATed ServICeS

Social@Scale Technology: The enterprise-wide architecture of the Sprinklr platform enables large organizations to manage vast properties from any supported social channel - including YouTube.

Social@Scale operations Framework: Sprinklr helps brands route messages internally, manage workflows, and collaborate across departments while maintaining consistency and timeliness.

Social@Scale governance Framework: Oversee and manage hundreds of users within the Sprinklr platform, ensuring secure deployment of social campaigns from any channel.

See CISCo'S youTube ChAnnel In ACTIon