© 2010 Cisco and/or its affiliates. All rights reserved. 1 © 2010 Cisco and/or its affiliates. All rights reserved. 1
The
Era of Social Engagement Tim Husband, Cisco Global Social Media Marketing, @thusband
June 27th, 2012
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• A New Era • The Journey
• What’s Next
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http://share.cisco.com/big-things-are-happening.html
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Who are they?
What are they talking about?
Who are they listening to?
Where are they engaging?
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Primary Focus
Second
Third
Blogs
cisco.com Discussion Forums
Cisco Social Networks Cisco Blogs
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Two-Way Communication
!
Joining the Conversation Attraction
Creating a Relationship Integration Building
Communities
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88% Suggest that
social channels are strong influencers during the
decision process
60% Will use support
forums and technical
discussion groups to inform the
purchase decision
Customer Decision Journey Evaluate
Consider
Bond with the Cisco Brand
Advocate Experience Buy
Become Aware of a
Cisco Offering
“Loyalty Loop”
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Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report
85% of all business
technology buyers engage in
some form of social activity while working.
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0%
50%
100% News Releases
Features
Produced Video
Podcasts
Blogs
Video Blogs
212% increase in traffic to News@Cisco & Cisco social sites
81% lower spend on multimedia in two years *Data as of 8/19/2010
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A regularly scheduled video broadcast with Cisco executives and experts covering partner-focused topics.
Digital Marketing Awards Finalist
Engage Cisco partners
around the globe
Interact using video, social media, and free tools
8 sessions with close to 50,000 live views and many replays
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Cisco Collaboration Virtual Launch Experience • 59,891 unique visitors • 10,859 registered for streamed
events / 5,988 attended • 93 discussions with 256 replies
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Game Mechanics Drive User Behavior
Social Scoring and Social CRM leads to predictive modeling
Leading with Voice of the Customer
Video Facilitates the Purchasing Process
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Thank you.