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Richard Moir CTO Cisco Scotland presentation at Social Media Unleashed - as hosted by twintangibles and New Media Corp at The Lighthouse, Glasgow, 17th March 2011Describes some of the ways that Cisco use Social Media
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Social Media –Empowering People, Empowering Business
Social Media UnleashedSocial Media Unleashed-The Lighthouse GlasgowThe Lighthouse GlasgowRichard Moir Chief Technology Officer Cisco Scotland
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2011 Cisco and/or its affiliates. All rights reserved.
Richard Moir, Chief Technology Officer Cisco Scotland
Social Media...Digital tools that facilitate interaction and conversation between people, businesses,
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
brands, organisations.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
campaign press release campaign campaign
Trans-media approach
dialogue
dialogue
year Digital reach year
Campaign focus
From To
Extending the dialoguep g g g Ongoing and growing over multiple
platforms More user and subject matter expertMore user and subject matter expert
involvement Showcasing thought leadership Programme management
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Programme management
Key venues such as Key venues such as Facebook, Digg, Twitter, Delicious, Li k dI ll hLinkedIn all have rather large concentrations of over 35’s.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Brand Value
“Companies deeply engaged in social media p py g gby 18% over last year
companies that were least engaged dropped…companies that were least engaged dropped 6% on average.”
Charlene Li, Founder, Altimeter Group2009 “ G G ”July 2009 Report “ENGAGEMENTdb”
http://www.engagementdb.com
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
CISCO COUNTRY SITECISCO COUNTRY SITE
11 900 followers4,300 fans
50% /
19 handles12 pages
11,900 followers+ 10% m/m
+ 50% m/m
Amplify and promote local content/ leverage US content
Country FB fan pages integrate & aggregate content
Blogs
EventsOffers106,000 views 19 000 readsOffers
Buy Now
16 channels 13 blogs
+ 10% m/m19,000 reads+ 10% m/m
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Local country channels – subtitled or local video Country & topic blogs
• Strategy:• Who
• Conversations:• Listen
• How• What
• Where
• Monitor• Analyse
• When Listen Plan
Just because it’s social …
EngageMeasure
…doesn’t mean it’s casual!
• Audiences:• Content
• Results:• Measure
EngageMeasure
• Content• Conversation
• Interaction
• Measure• Monitor• Analyse
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
Key Insights:
• Activity executed in 14 different countriesdifferent countries
• Crete launch promoted acrossall social media venues:
-Launch videos on youtubey
- Blogs posted to local blog sites
- Promotion of social media release via twitter
- Status updates on Linkedin
• Great breadth of coverage at next to no cost
• Plan to keep up momentum in Q3:- Launch of facebook campaignin conjunction with Mozy
- Integration and promotion of Buy Now capability
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Key FiguresKey Figures:•Twitter > Clicks to registration ‐ 948•YouTube > Clicks to registration ‐ 246•Facebook > Clicks to registration ‐ 1736g•YouTube video views ‐ 7799•New FB Fans – 2359 (+198%)
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
20102009 2011
Virtual Virtual Events870 virtual participants at
reach +28%
live event1,900 Twitter followersCommunity blogs forums
Year-round
engage
Community blogs, forums, expert Q&A, webinars
engage-ment
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
• 250K registered users
• 50K Facebook fans
• @800-1 000 new users/week@800 1,000 new users/week
• @7,500 external user posts/week
80% ll id f t• 80% call avoidance for support
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Cisco I-Prize Cisco i-Zone3,000 participants800 ideas
Internal Innovation in Europe60% employee participation
156 countries, 6 continents
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Central view for customized
Cisco newsIntegrated
contact listsCisco news contact lists across all
spaces
Integration with
Integrated with Exchange for
mail, tasks and with Communities and projects
mail, tasks and calendar
LearnMy
View
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
1,200,000Messages Received
Messages Received External
1,000,000
Messages Received External
Messages Received Internal
Messages Sent
M S t E t l
600,000
800,000 Messages Sent External
Messages Sent Internal
400,000
200,000
0
FY09Q4 FY10Q1 FY10Q2 FY10Q3 FY10Q4 FY11Q1
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17Source: mstat.cisco.com
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
Video A minute of video is worth 1 8 million words1.8 million words
Brands using online video ghave seen lifts of 20-40% in incremental buying over th d fother ad forms
49% of people who purchased technology cited online video ascited online video as “influential collateral” to prepare to make a
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19Cisco Confidential 19
p ppurchasing decision
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20Cisco Confidential 20
Thank youThank you.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21