Becoming a

Social Enterprise

Jeanette Gibson
Director, Social Media Marketing

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
Social Enterprise vs. Traditional Enterprise
Traditional interactions
1. Transaction-driven
Retailers &
Consumers 2. Monologue-driven
3. Static influence
Channel & 4. Specialized outreach
Partners Employees
5. Limited listening posts

Share of 6. Satisfaction & cost

hearts,
minds, and Social Business Interactions
markets 7. Interaction-driven
Press & Stakeholders 8. Dialogue-driven
Analysts 9. Dynamic influence
10. Distributed outreach
Observers & 11. Unlimited listening posts
Industry 12. Loyalty & efficiency
experts

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Social Ecosystem Framework
The Social Ecosystem Has Changed How We Communicate and Collaborate

Content Sharing
& Rating
Forums

Organization
Social
Web Site Networks
Blogs
cisco.com Blogs
Cisco
Blogs

Home Base Outposts Passports

Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station
© 2011 Cisco and/or its affiliates. All rights reserved.
Tuning in to online Conversations Cisco Confidential 3
Always on
Social Media Strategy
Participation is the Currency of the New Economy

ENGAGE
and apply
learning

LISTEN to the
Meaningful conversation
Participation

PREPARE
Business
Process change

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Cisco Social Media Endeavors
Innovation
Crowd sourcing,
From Concept to
Launches Real Solutions
Cost Savings,
Extended Reach
Active Listening
Uncovering Product Issues,
Acquisition Management,
New Market Entry
Experimentation
B2B Gaming

Campaigns
Communities Increased Awareness,
Empowering Peer-to-
Peer Interactions Customer Conversion
and Support

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Product Launch Using Social Media—
Changes the Way We Do Launches Forever
Uber User Video(s) Using
Fictional Characters

Uber User Group

Cisco Blog Uber User Post ASR Announcement

Live Cisco Concert

Virtual Launch Event
Launch Countdown

Environmental/
Social Media Widget
Cisco Web Uber User Site
Interactive 3D Game
TCO Calculator
Mobile Web
PR/Blogger Social Media Teaser Influencer
Social Media Release Outreach
Outreach Buzz Tracking Release

Topic Seeding “Ask the Expert” Event

Feb Mar Apr

Launch

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
Innovation—Crowd Sourcing
Turning Concepts into Real Business

2,500 Participants
5,300 Votes
3,300 Comments
800+ Ideas

Contest Social + WebEx TelePresence New Business/

Launch/Jan10 Collaboration Finalists July

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Business Impact Through Active Listening
WW Technical Services Discovers Two
1 P1 Issues and BU Resolves
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus
products through various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
Tandberg Addresses Customer Concerns
3 Over Acquisition and Calm Fears
• Customers publicly voice their concerns about the
acquisition on Tandberg’s Facebook page.
• Tandberg team actively monitoring and responds via their
Facebook wall and contacts appropriate sales rep to let
them know the customer needs more reassurance.
• Team calm fears and avoids any further public escalation
of concerns on Facebook.
• The loudest customer has since removed his negative
comments from the Facebook wall.
© 2011 Cisco and/or its affiliates. All rights reserved.
Small Business Uncovers Product
2 Issue and Restores Faith of Partner
• Cisco Partner expresses lack of faith in UC560.
• SMB actively listening, reach out and uncover product issue.
• Product team react quickly, faulty units sent directly to
engineers for examination in order to prevent repeat issues.
• Partner appreciates prompt response and resolution.
Cisco Data Center Enters a New Market
4 with Unified Computing (UCS)
• First step to entering new terrain is listening and learning to
what’s being said in the marketplace.
• Active listening and strong feedback loops ensure Cisco’s
language accurately reflects the external realities of
customer conversations.
• Earns legitimacy by coauthoring content with established
thought leaders inside the community.
• DC team amplifies customer enthusiasts and preempts
detractors to improve receptivity to their insights.
Cisco Confidential 8
Campaigns Using Social Media—
Integrated Activities Drive Awareness

Guy’s audio – via computer
Guy’s audio – via telephone
 Used product to
show experience
 Partnered with influencers
to drive event registrations
 Created engagement
opportunities

Social media back channel – share your thoughts!

WebEx Meet beta – get it today, use it for meetings!

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Enable Fans to Become Ambassadors
Member ambassadors and Cisco moderators spreading the knowledge together

www.Facebook.com/cisconetworkingacademy

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Support Experimentation—
B2B Gaming: Cisco myPlanNet 1.0
(www.cisco.com/go/myplannet)

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Bring it All Together—
Our Social Media Home Base
Why…
 Create conversations with
customers, partners, employees
and the public
 Platform to discuss the role
of the network
 Thought leadership

How…
 Extensive use of video increases
engagement
 Integrated with campaigns
 Employee engagement
programs increase usage
externally
socialmedia.cisco.com

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Experimenting with CS.CO—
Making Easier to Broadcast and Share
Brand Association Simple URLs
Content Mobility
for Customers

CS.CO domain Making it easier for • Simple vanity URLs

resembles Cisco’s our audience to share for our customers
Ticker Symbol (CSCO) and broadcast
• Examples:
Cisco’s content
cs.co/tp =
TelePresence
Solutions
cs.co/nexus = Data
Center Products
cs.co/uc = Unified
Communications
Solutions

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Thank you.