©

© 2010
2010 Cisco
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and/or its
its affiliates.
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 Targets your Audience

Serves as Cost-Effective
Complement

Builds Relationships Differently

Adds the Human Element

Creates Two-Way Dialogue

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  Marry traditional
marketing efforts with
today’s web 2.0
technologies

 Traditional marketing is
about getting attention

 Web marketing is about

giving attention

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 Company
Webpage

Video

Social Media
Sites

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  Prioritize your  Develop
customer’s time Flash, Java,
or JavaScript
 Consider
introductions
investing in
Search Engine  Use
Optimization – advertising
leverage language
Cisco’s popular
tags and copy  Have
blocks external links
open in the
 Simplify same
window

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
 Effective strategies from Dr.
Flint McGlaughlin on
optimizing your search

Build your customer-centric

website with Gerry
McGovern

Bust the status quo with web

tools and social
networking tips from Scott
Klososky
Partner log-in required

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
 Be creative
 Embed into website
 Consider your customer’s
attention span

 Skip steps in the

development process
 Use to completely
substitute text
 Include more than 1-3 main
points

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
 Learn the process of
bringing your marketing to
life through video with Alex
Krasne

Leverage the power of

video through live internet
streaming with Alex Krasne

Lights, Camera, Action: learn

the video basics to do it
yourself
Partner log-in required

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
 Promote Network

Share

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  Create an official local business fan
 Giant user base (600m users)
page
 Friends connect with friends
 Set up a business account
and follow news streams
 Secure a URL for your fan page
 Good for networking,
relationship building  Post links, videos, photos, and
business updates through your
 Includes range of possibility for
newsfeed
marketers: communities,
games/applications, advertising  Ask for feedback through
“discussions.”
 Note: more fans does not
necessarily mean better  Other: groups, events, applications

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
 Contests
Sony’s Vampire widget

 Promotions and Discounts

Windows (Microsoft), Avon

 Customer Feedback
Pringles

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

 Smaller, up and coming
platform
 Fast moving, fleeting with
rapid-fire newstream of
comments
 Less personal than FB; you
can “follow” or be followed by
thousands
 Note: more followers does not
necessarily mean better
 Set up your profile
 Connect with any friends,
colleagues, contacts
 Start “tweeting”
 Blend combination of daily
activities and adventures with
interesting links to articles and
videos
 Be conversational, interesting,
engaging
 Provide value to your followers

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
 Twitter Quizzes
 Be Fun and Interactive

 Promotions and Discounts

 Instant Word of Mouth

 Customer Service
 Give Customers a Voice
 Answer Customer Questions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
 How Often Should You
Update?
Twitter: At least 4-5 times a
day—use HootSuite to
automatically spread out tweets
Facebook: Aim for once a day

Putting it All Together

Use TweetDeck (Tweetie for
Mac)—allows you to update all
social media outlets in one
location

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
 Be authentic
 Incorporate multimedia
 Set privacy settings

 Perceive social media as

simply an outlet for
broadcasting messages
 Allow social media to
substitute traditional
marketing methods
 Set it and forget it

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
 Have Charlene Li help you
tap into the power of your
customers

Learn the 8 social media

commandments with Will
McInnes

Learn about the power of

Web 2.0

Partner log-in required

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  Social networking in plain
English

 Marketing Profs: great best

practices to use to market
your products

 Search Engine and Social

Media Marketing

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
 Return on
Qualitative Quantitative Investment (ROI)

 Polls, Questions,  Online Traffic  Correlations (sales

Customer Feedback and engagement)
 New Leads
 Corporate  Net new customers
Generated
Reputation
 Lead Closure  Promotional code
 Conversations
Rates redemptions
 Customer
 Proactive issue
Relationships
resolution
TOOLS:
Google Analytics Feedburner Xinu

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
 Week Deliverable/Activity
Think through your plan, carefully
1-2 Define your audience, research social media platforms,
develop strategy and plan
Staffing, Guidelines and Measurement
Choose the right people, develop a social media policy, set a
2-4
common set of matching orders, decide early on what you
want to measure and how you'll measure your ROI
Ongoing Support: Help your staff do their jobs
5- Set up training sessions for your staff to review engagement
onwards policies, best practices and overall strategy
and expectations

Developing a Social Media Marketing Program

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
Partners
• Cisco Channels Blog:
http://blogs.cisco.com/channels

• The Truth About Marketing Blog

http://blogs.cisco.com/truthmarketing/

• Channels Buzz

• Cisco Channels Twitter feed:

@Cisco_Channels

• Cisco Channels Facebook

Customers
• Cisco Collaboration on Facebook

• Cisco Collaboration on Twitter: @CiscoCollab

• Cisco Collaboration Blog, YouTube, SlideShare

• Cisco Collaboration Insights Newsletter

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24